Stanford Furniture’s market strategy: New styles, choices with lower pricing

HIGH POINT – Stanford Furniture, known for quality in construction, materials and design, is bringing 30 new styles and a significant new addition to this April’s High Point Market: Lower prices.

“We’ve taken a hard look at our efficiencies with an eye toward becoming more competitive, while keeping within our niche of being a manufacturer of high-quality, impeccably styled upholstered furniture,” says Randy Short, president and founder of Stanford Furniture.

As the economic recovery continues, today’s consumers – and by extension, both retailers and designers – continue to be price-sensitive. In response, Stanford Furniture has made changes  across the board..

All fabrics have been re-graded, with smaller jumps between grades. More competitive and flexible options with contrasting throw pillows are being offered. Nine new finish options, from natural to black, are included in the price of the furniture.

And in terms of marketing, Stanford Furniture has expanded the showroom, with showroom partner Abner Henry occupying the expanded space for their live-edge collections.


“There are many things that we haven’t – and won’t – change,” says Brandon Blell, vice president of marketing for Stanford Furniture.. “Our pieces are still bench-made in North Carolina by our craftsmen and women, with eight-way hand-tied springs, our fabrics are hand-cut with full-pattern match and our frames are extremely strong – screwed, glued and double-dowelled.”

At High Point Market, Stanford Furniture will be rolling out three new pieces in the J Banks collection, including the Gerlock Chair, inspired by a campaign style chair designer Joni Vanderslice remembers from her father’s home; the Debra Chair, a unique twist on the successful Deb Chair; and the Tedesco sofa, a mid-century modern style sofa available by-the-inch. 

They will also be introducing several pieces in the Julie Browning Bova collection, including the glamourously modern Estrade daybed with Lucite legs and chrome frame; the Bays and Wells chairs – both in exposed maple that can be finished to order; and a new dining banquette – the Farmington – to expand on the success of the Bova banquette. Stanford is also adding a new depth option – 41 inches – to its Essentials collection, to add to its previously available 36” and 38” depths.

“We have invited several of Stanford’s customers, including designers, to-the-trade showrooms and retail stores, in to directly influence the selection of fabrics and styles so that they can better service their clients,” says Blell. “It keeps us fresh and it pushes us in directions we may not have thought of and it gives us a direct ear to what people in the marketplace want.”

That practice of seeking out advice from customers extends to every aspect of the business.

Stanford also launched a completely overhauled website in February to more closely reflect its offerings, its specifications and to make them more easily searchable on both laptops and mobile devices.

“The first phase of the website was intended to make it easier for customers and shoppers to learn more about Stanford and to browse more easily both on their mobile devices and on their desktop,” says Blell. “We got direct feedback and made improvements very quickly. We plan to continue to build on this platform.”

Stanford Furniture also listens to the people on the manufacturing side, out of a corporate belief that they know better than anyone how to build furniture.

“We take our time with every piece,” says Blell. “It is not an assembly line production house where people are valued only on their output. We have many craftsmen in the plant who have been with us since we opened our doors in 1992. We are immensely proud of our products and of our people.”

 

About Stanford Furniture: Founded in 1992 in Claremont, North Carolina, Stanford Furniture manufactures custom upholstery for the interior design trade and fine furniture retailers. The High Point showroom is located at 333 North Hamilton Street in the Hamilton-Wrenn district. www.stanfordfurniture.com

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