Hooker Envisions Lifestyle Brand
March 23, 2009
Hooker Furniture, Martinsville, Va., will launch a moderately priced, casual lifestyle brand aimed at young consumers called Envision at April High Point Market.
Envision collections will offer bedroom, dining room, home office, entertainment and occasional furnishings in transitional styling at price points approximately 25 percent lower than Hooker case goods. A dresser-mirror-queen bed-nightstand combination, for example, would hit a $1,995 retail price point at container direct pricing.
"We see a great opportunity and void in the marketplace for a moderately price case goods line that offers extraordinary value," said Bruce Cohenour, senior vice president of Hooker. "For a $1,995 price point, we're giving a product with value that looks like $2,995. We want to overwhelm with exceptional finish, styling, scale, piece selection and function."
In an overall case goods industry good-better-best context, Envision will be positioned in the "better" arena, while Hooker is positioned at "best." Along with Hooker's current stable of companies including Opus Designs youth furniture, Sam Moore custom chairs and Bradington-Young leather seating, Envision rounds out the better-to-best line up.
Strategically, "Envision allows us and our retailers a significant growth opportunity even in a down economy and offers a line to appeal to the up and coming young consumer," Cohenour said.
Envision styling, scale, piece selection, function and pricing is designed to appeal to consumers aged 24 to 44 with household incomes of $75,000 and below. In comparison, the flagship Hooker brand is strongest with consumers over 40 with household incomes of $75,000 and above, while the Opus Designs youth brand is aimed at children and teens aged 3 to 19.
"Now we can reach consumers aged 4 to 64 and give better-than-expected value at each level to each consumer franchise," said James Millner, vice president merchandising for Hooker's Opus Designs and Envision product lines.
Cohenour believes Envision has a competitive edge in a crowded field because of Hooker's 85-year track record as a financially strong, reliable business and 20-plus years of world sourcing experience.
Quality features include multi-step finishes, substantial hardware, finished interior drawers and English dovetail construction. Styling will range from casual transitional to urban contemporary to hip traditional, with an emphasis on fresh, original and unique looks. Scaling will be “right-sized” to utilize vertical space for smaller homes, condos, apartments, second bedrooms and vacation homes. While scaled more moderately, the scaling will be appropriate and appealing, especially to young consumers.
Envision introductions set for the April High Point Market include four new bedrooms; new dining, occasional and wall units to complement its Kemperton bedroom group introduced in October 2008, three occasional groups and two additional dining groups including counter height dining.
Envision collections will offer bedroom, dining room, home office, entertainment and occasional furnishings in transitional styling at price points approximately 25 percent lower than Hooker case goods. A dresser-mirror-queen bed-nightstand combination, for example, would hit a $1,995 retail price point at container direct pricing.
"We see a great opportunity and void in the marketplace for a moderately price case goods line that offers extraordinary value," said Bruce Cohenour, senior vice president of Hooker. "For a $1,995 price point, we're giving a product with value that looks like $2,995. We want to overwhelm with exceptional finish, styling, scale, piece selection and function."
In an overall case goods industry good-better-best context, Envision will be positioned in the "better" arena, while Hooker is positioned at "best." Along with Hooker's current stable of companies including Opus Designs youth furniture, Sam Moore custom chairs and Bradington-Young leather seating, Envision rounds out the better-to-best line up.
Strategically, "Envision allows us and our retailers a significant growth opportunity even in a down economy and offers a line to appeal to the up and coming young consumer," Cohenour said.
Envision styling, scale, piece selection, function and pricing is designed to appeal to consumers aged 24 to 44 with household incomes of $75,000 and below. In comparison, the flagship Hooker brand is strongest with consumers over 40 with household incomes of $75,000 and above, while the Opus Designs youth brand is aimed at children and teens aged 3 to 19.
"Now we can reach consumers aged 4 to 64 and give better-than-expected value at each level to each consumer franchise," said James Millner, vice president merchandising for Hooker's Opus Designs and Envision product lines.
Cohenour believes Envision has a competitive edge in a crowded field because of Hooker's 85-year track record as a financially strong, reliable business and 20-plus years of world sourcing experience.
Quality features include multi-step finishes, substantial hardware, finished interior drawers and English dovetail construction. Styling will range from casual transitional to urban contemporary to hip traditional, with an emphasis on fresh, original and unique looks. Scaling will be “right-sized” to utilize vertical space for smaller homes, condos, apartments, second bedrooms and vacation homes. While scaled more moderately, the scaling will be appropriate and appealing, especially to young consumers.
Envision introductions set for the April High Point Market include four new bedrooms; new dining, occasional and wall units to complement its Kemperton bedroom group introduced in October 2008, three occasional groups and two additional dining groups including counter height dining.
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