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HIGH POINT — When the doors open for market at Universal Furniture, the product and team waiting inside will reflect the company’s ongoing business strategy of keeping things simple for its customers.
Part marketing, part logistics and part product development, the strategy encompasses nearly every department at Universal and is a multifaceted process designed to showcase the company’s value proposition.
“We will continue to focus on how we can be the easiest company our customers transact with, leaning into the strengths of being vertical integrated and allowing customers multiple ways to transact with us,” said Sean O’Conner, president. “We will exit 2023 with spring introductions shipping and our High Point warehouse in stock, while reducing lead times for special order upholstery to six to eight weeks.
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“Our fall introductions will be shipping in the spring as our overall product cycle returns to normal, and we are also focused on providing customers marketing support that benefits investments they’ve made in product through our partners like Coastal Living and Miranda Kerr.”
According to company officials, the customers “spoke” and Universal listened, a conversation that drove the introduction of 198 total upholstery and case goods SKUs in the company’s Modern showroom presentation at fall market.
“Through travel and customer feedback we’ve seen a need for warmer wood tones, more casual dining options and a more inspirational, almost hospitality like approach to bedroom,” said Shannon Lookabill, vice president of product development. “We’ve addressed this with our latest introductions: Weekender, Coalesce and the New Modern offering.
“The neutral palate of Weekender has a Pin Knotty Oak finish, which addresses the need for warm wood tones. You will also see natural and medium brown oak finishes in the new Modern collection,” he added. “Dining in all three collections also provides options for a more casual relaxed setting. Finally, some of the bed options, like the Sainte-Ann Upholstered Bed in Weekender, offer inspirational silhouettes that provide a luxury hotel feel. These new upholstery and case goods pieces strike a delicate balance of casual and sophisticated designs that blend well with varied interior aesthetics.”
“We’ve pulsed the business to stay on top of what our customers need,” said Neil Mackenzie, senior vice president of marketing. “These introductions offer three different looks.”
Dining room pieces range from $1,499 to $2,999 retail, while bedroom pieces are between $1,499 and $3,999.
Occasional pieces offer something for just about every consumer budget with retail prices between $499 and $4,999. Introductions include Italian marble tables, a hair-on-hide dresser accented with acrylic and polished nickel hardware, handblown glass tables, a media credenza with textured pyrite doors, and a showstopper leather bed that is ready to ship.
Acknowledging that buyers are also looking for stability from their sourcing partners, Mackenzie added that Universal is focused on providing products that address a range of needs along with dependability, a strategy that supports growth on all sides.
“From our perspective, it starts with being a company within Samson Marketing that offers financial stability and support,” said Mackenzie. “In our own organization, it’s having a mission that supports your objectives and having the right team in place to deliver on that mission. If you consistently execute at a high level for your customers, you should grow your customers’ business and yours while providing stability and opportunities for your employees.”
