By BRIAN FUNK Staff Reporter
 
Vaughan Furniture Co. began a new era at 4:30 p.m. June 5 when the first piece of a new line of bedroom furniture rolled off the production line at the B.C. Vaughan plant.

The nine-drawer dresser made of solid cherry and maple wood arrived with much fanfare, signaling the culmination of a new partnership between the 84-year-old, Galax-based company and John Scarsella, the former chief executive officer of Durham Furniture.


Vaughan and Scarsella joined forces earlier this year to launch Virginia Sterling. Vaughan executives say they hope the new division will strengthen and stabilize the manufacturing operation and open up a new market for products.

“We’re excited about the possibilities and what this means for our domestic production and our employees at the B.C. Vaughan plant,” said Taylor Vaughan, president of Vaughan Furniture.

“We have incredible talent, resources, and experience in our domestic operation. The Virginia Sterling division will allow us to use and grow those resources to their fullest potential.”

The pieces that came off the line June 5 are part of the Louis Phillipe line – the first of four Virginia Sterling groups the company introduced at the spring furniture market in High Point, N.C.

Vaughan said all four groups sold well and the company is still taking orders.

The other three groups are 19th Century English, cottage and traditional styles. All are made of domestic hardwoods like maple and cherry.

Virginia Sterling is an independent division of Vaughan, with all products manufactured in the company’s sole remaining manufacturing facility – the B.C. Vaughan plant in Galax.

The pieces feature a higher quality construction and higher price point than Vaughan’s typical products.

Virginia Sterling will target the higher end of the solid wood bedroom market with retail prices ranging from $2,999 to $3,999 – about double the price of Vaughan’s products, which range from $1,500 to $2,000.

Vaughan said the Virginia Sterling line will help the Galax company stabilize manufacturing by marketing products to the upper end of the furniture market – which cheaply made Chinese imports can’t compete with.

“We’ll be targeting higher-end furniture dealers,” Vaughan said. “These are folks who would not be interested in the traditional Vaughan Furniture product.”

Scarsella & Associates – an Ohio-based furniture marketing and sales firm owned and operated by John Scarsella and son Michael – is directing product development, sales, marketing and customer support for Virginia Sterling.

Vaughan said the partnership with the Scarsellas came out of a conversation with furniture industry analyst Jerry Epperson.

Epperson knew of the Scarsellas’ desire to find a domestic manufacturer for its new product, and knew Vaughan had been looking for new products to build and new markets to tap.

John Scarsella said he is pleased to be in business with the Galax manufacturer. “[Vaughan] is truly are one of our industry’s great American companies.”

Bill Vaughan, chief executive officer of Vaughan Furniture, said the Scarsellas have a successful track record and deep understanding of the market that Virginia Sterling will target.

“When you combine that with Vaughan’s history of superior domestic manufacturing, we have no doubt that the Virginia Sterling division will be successful.”