HIGH POINT — Supporting retailers and designers in building a layered home furnishings aesthetic is one of the key goals at Howard Elliott for High Point Market and beyond, and CEO Brian Berk says the company is paying attention to market fluctuations while also maintaining the business strategy that has supported consistent growth.
“We always develop product with the mindset of good/better/best,” Berk said. “We are able to use different materials to accomplish this goal. For example, we may produce an accessory that looks like natural stone out of a polyresin material to maintain the look but provide an enormous value ‘good.’ We use stainless steel and brushed plated finishes to create a ‘better’ perceived value and quality decorative mirror. We create accent tables with mother of pearl and inlaid bone to create an exquisite accent furniture piece that represents our ‘best.’
“Our team spends weeks setting up our showrooms to display vignettes that cater to different lifestyles,” Berk continued. “Each area in the showroom is meticulously set to tell a story.”
For the fall market, Howard Elliott is introducing more than 250 unique product SKUs that include accent furniture, wall art, accessories and decorative mirrors. Many of the items are available for immediate shipment while some are made to order at the company’s domestic facility.
“As demand has waned over the past several months, we have been forced to adjust our stock levels and production schedules,” Berk said. “We continue to work tirelessly to match these levels to today’s demand appetite. Our brand has become synonymous with newness, and thus we have taken our foot off the pedal in product development.
“The introduction is focused on a broad range utilization of materials, textures, finishes, shapes and size, and we have continued to develop oversized accessories to fill the void in the marketplace,” Berk concluded. “Our line is vast, and we truly have something for everybody. We have taken on the obligation to be ‘better’ storytellers. If we cannot explain the inspirational story behind the development of a collection to the customer, we are simply leaving it to their interpretation. As a trendsetter, we must sell the inspiration.”
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I’m Cindy Hodnett, executive editor of brand development for BridgeTower Media’s Home Furnishings Division. Most recently, I worked in a marketing content development role, and now I’m putting my editor’s hat back on for Furniture Today, Home Accents Today, Gifts & Decorative Accessories, Designers Today, Home Textiles Today and Home Furnishings News. My first introduction to the trade side of home furnishings was as an editor for FT in 2012 and founding editor of Designers Today in 2015, and now I’m once again working alongside some of the industry’s most dedicated professionals to keep our readers informed about the events, people, and companies that impact their business.
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