AT THE MARKET — Broyhill Furniture Inds. has hired retired Havertys executive Fred Bates as its

“eyes and ears” to visit retailers and help develop compelling product, the company said here Wednesday.

Bates worked for Atlanta-based Havertys for 47 years and retired as vice president and regional manager, also serving on the Top 100 company’s board for 26 years.

Broyhill said his hiring is part of a new initiative designed to bring greater focus to all of its product categories through feedback from retailers and consumers.

“Broyhill is the most recognized brand in America, but our product needs a little polishing,” said Jeff Cook, who joined the company as president just before market. “Product is our No. 1 focus. We are going to add momentum to the power of the Broyhill brand through the product, as opposed to just polishing the brand.”

Bates will visit retailers coast to coast and will work with the Broyhill product development team.

“My focus will be to identify what consumers in the middle market are looking for today,” Bates said. “It’s a different breed in the marketplace and we are going to pay close attention to their needs and wants.”

Cook said the move is “the first of many steps to help us return Broyhill to dominance in each and every product category.”