The Allen Group, a major manufacturer of home furnishings, home and garden decor and seasonal gifts in China, will debut a new brand, Allen Home, at April High Point Market. Allen Home offers indoor and outdoor furniture. The complete line includes electric fireplaces, entertainment centers, occasional furniture (nesting tables, entry tables, liquor cabinets, etc.) infrared heaters, ceramic and resin home décor, garden décor, fountains and air purifiers.

The Stargrove by Allen Home comes in a premium lacquered white finish with a playful blue/white reversible back panel. Its elegant curved front and base compliment its on trend geometric patterned cabinet doors.

Its latest venture in outdoor offerings is adding infrared electric food smokers.

The introduction of the Allen Home brand marks a significant milestone for The Allen Group, as it’s the first time the company has launched a brand in the North American home furnishings and electronics market. Established in 1993, the Allen Group’s new brand is rooted in the company’s manufacturing heritage and will offer new selections that have been designed specifically to cater to North American style and quality expectations.

Behind the brand are Allen Group Chairman Allen Chen and Allen Home Americas Managing Director Bill Caples, who has overall responsibility for the Seattle-based division’s brand efforts.

“The Allen Group has successfully marketed their products in North America and Europe for 20-plus years,” Caples said. “Chairman Allen Chen’s vision is to add a U.S.-based design, marketing, operations and sales group focused on developing products for the North American market.”

One of the most recent additions to the Allen Home team is Vice President of Marketing and Public Relations Brian Brigham. Brigham has been in the furniture industry for 11 years and brings a wealth of knowledge in branding for the new North American effort, the company said.

Officials said the Allen Home brand’s unique positioning comes from the ownership of its factories, giving the company the ability to add premium features and finishes at factory-direct pricing. The goal is to customers the ability to add value to their already existing product lines at very competitive prices.

The Allen Group’s research centers in Shanghai and Guangdong, and four manufacturing complexes with multiple factories on each campus employ more than 3,000 people.

The new brand had a soft launch at the Hearth Patio and Barbeque Expo in New Orleans in March, but plans its major debut in its new showroom at High Point Market, Plaza Suites 1-559, where the company will display its take on bold new styles for mantels, media mantels, wall décor, tabletop and occasional furniture.

Caples went on to say, “Allen Home is a fully integrated manufacturing company that has complete metal stamping, electrical, wood, laminate, stone, ceramic and resin manufacturing facilities,” Caples said.

Chen plans to continue his acceleration of sales in North America by developing product for the marketplace in heaters, electric fireplaces, furniture, as well as garden and home decor.

(source: furnituretoday)