by Line reflects the capabilities of its wood furniture manufacturing facilities in Ho Chi Minh City region
HIGH POINT — Luxury furniture manufacturer Theodore Alexander has launched a Vietnamese-made upholstery line that aims to offer a new value story in the category for retailers and designers alike.
Offering a better pricing story within its good, better, best mix, Seated launched with 30 pieces at the April High Point Market. About two-thirds, or 20 of these, have made it into production, including a mix of sofas, sectionals, swivel chairs and accent chairs, to name several key pieces.
These are available in one or two fabric or leather options, compared to the multiple fabric and leather options available on the domestically produced upholstery line manufactured in the High Point area. The imported seating also features sinuous spring construction as opposed to eight-way, hand-tied construction on the domestic upholstery.
However, the line also includes various wood trim and metal accents that are possible thanks to the capabilities and available capacity of its wood furniture plant in Ho Chi Minh City.
“We realized that we needed to capitalize on our vertical nature with the plant in Vietnam because we have a foundry there and we have all the case goods capabilities that can make for a wonderful upholstery story as well,” said Robin Hoff, senior vice president of upholstery merchandising. “We just weren’t focused on it.”
Combined, these mixes of wood, metal and leather combine to offer what Hoff described as “a fresh twist on upholstery by using all of the tools in our toolbox to present a fashion-forward, but value priced product. … If you can present the look at the price, you can usually win.”
“We are trying to give a compelling reason for customers to import,” Hoff said, adding that the line also opens the company up to new customers that may not have shopped the line in the past. “So the style of this is on target with the rest of the brand.”
Already in production, the line will be shipped directly from Vietnam early this fall on mixed containers with case goods also produced in Vietnam. Pieces also will be stocked in the company’s North Carolina warehouse.
