Thomas Russell — Furniture Today
Touts uniqueness of collection

HIGH POINT — Drexel Heritage is launching a nationwide marketing campaign this month aimed at helping consumers personalize their furniture.

“It’s Personal” promotes custom options such as finishes, fabrics and tabletop and headboard design.
The manufacturer plans television, direct mail and print ads.

Drexel Heritage President Lenwood Rich said the company decided to pursue the approach after seeing the success of its Frances Mayes at Home in Tuscany Collection, offering choices such as finish options.

“Consumers were hungry for options — they wanted to create a look that is uniquely their own,” Rich said.
Today, nearly 80% of the company’s line is configurable, allowing consumers to choose custom options on products, both U.S.-made and imported.

The concept appeals to consumers who aren’t looking for a matching suite of furniture, said Monica Edwards, vice president of marketing.

“As we began to add collections that had customization as their primary component, we saw that as a huge asset, and something that needed to be marketed to,” she said.

With upholstery, the consumer can choose from nearly 1,300 fabrics, as well as variations in arms, back cushions and size or length.

Case goods offer options including tabletops, wood and fabric or leather headboards. Nightstands come in drawer, door or open configurations. Armoires have varying interiors, to be used for clothing storage or as a bar or entertainment center.

Jeff Bacon, manager of the Drexel Heritage store in Sarasota, Fla., said such customization efforts can be confusing to consumers if not presented properly. He said his store uses the program as a “trump card” for shoppers looking for options.

“I think it’s a strong tool for my employees to use when a customer is looking for something just exactly to satisfy those needs or to tie those pieces into the room,” said Bacon, who also is general manager of Port Charlotte, Fla.-based Bacon’s Furniture Galleries.