THOMASVILLE, N.C. — Thomasville Furniture has announced it will bring out new products on its own schedule and no longer use the April and October High Point markets as primary introduction times.

“It has become increasingly apparent to us that it is unnecessary for Thomasville to adhere to an industry-dictated furniture market schedule — a calendar on which others in the industry rely heavily,” Nancy Webster, president and CEO, said in a letter to Thomasville stores.

“Such a calendar is simply not relevant to the way we will introduce Thomasville products in the future,” she added. “Instead we will adopt a schedule for product introductions that better serves our customers, our retail network and our Thomasville retail calendar. In some cases, such introduction may be in conjunction with the International Home Furnishings market, and at other times, we will adopt our own schedule.”

The company said it won’t have any new product at the October market. The first product introduction under the new plan is planned for November, with a date and location to be announced soon.

During regular markets, the company said, retailers can visit the corporate offices here to discuss ongoing business maters and tour the Thomasville existing showroom and new store prototype.

The company said it hoped to eliminate the lag time between product introduction and the date that new products arrive on retail floors. Webster said that as the company’s business model evolves, it is moving toward strengthening the brand — which she said is in the top five most recognized in the industry — as well as becoming more consumer-centered. She said the company will focus more on “consumer desires, brand relevance and experienced based retailing.”

In addition, the company also plans to take new upholstery products  “on the road” where it will introduce frames, fabrics and leathers to stores, galleries and dealers around the country.

“This approach will allow us to work more closely and much more synergistically with your buying teams,” she said. The first road show is scheduled for early fall.

Thomasville follows Ethan Allen, one of its key competitors, and a few others who have chosen to introduce lines outside of major venues. Ethan Allen left the High Point market nearly two decades ago in favor of bringing customers to its own locations.

Other companies also have chosen to introduce lines outside of formal market dates and locations, like Bernhardt with its Martha Stewart collection, whose new product is shown in High Point but not during markets, and American Drew, which has introduced new goods at the historic Philadelphia Mint and at a home used in the former TV series “Falcon Crest.”