Thomas Russell –
LAS VEGAS — Elliott’s Designs showed its revamped line here last week, its first market since it resumed manufacturing in California in March.


The lineup included 10 Victorian-style antique reproduction beds, about a third of its full line. These are available in 30 different finishes and have features such as detailed castings and solid-brass tubing on headboards and footboards.

The company showed at the Las Vegas Furniture Show in the Sands Expo Center.

About nine months ago, the company ceased production in its 125,000-square-foot Rancho Dominguez plant, saying that high insurance and worker’s compensation costs had eaten into profits. Elliott’s had operated in the plant since 1983.

But soon after, company President Elliott Jones said he received numerous comments from customers who urged the company stay in business. Jones decided to do that and bought a 35,000-square-foot plant about a mile away from its original facility.

That 18-worker facility began production in March and can produce 30 models in 30 different finishes, including some custom versions.

The line is what Jones calls a niche within a niche. Elliott’s originally had as many as 80 SKUs in its line, including the cast Victorian models and some wrought iron imports in transitional and contemporary designs. Imports represented about 30% of the line, Jones said. 

Elliott’s now will focus entirely on the Victorian replicas, which will be made entirely in the new plant. Price points for the Victorian-style models range from $1,200 to $2,500 retail in queen size.

“We do have a line that nobody else can offer,” said Jones. “Not everybody wants it, but for those that do, we’ve got it.”

He said he believes he can stay competitive, particularly because he has fully paid for the new building and has no rent or mortgage. He also owns the plant’s equipment and uses some of it for powder-coating jobs on automobiles and motorcycles.

Jones said he regrets cutting some products from the line, but said the company will run much more efficiently with a lower SKU count.

Reception to the current line has been positive, said Jones and John Fenke, a sales rep who has worked with Elliott’s for 24 years. Fenke said he was grateful that Jones decided to restart the business.

“I encouraged him to go back with what he started,” he said. “I have had a great relationship with him over the years and vice versa. I trust him. … There will always be a market for a quality, comfortable company to work with.”