HIGH POINT — High end resources employed diverse strategies at market aimed at remaining competitive in their respective niches in the marketplace, ranging from the use of celebrity and designer licenses to sharper pricing aimed at broadening their customer base around the country.

New designer licenses in case goods included the Michael Berman line at Theodore Alexander, the Kelly Hoppen line at Resource Decor and the Jean-Louis Deniot line at Baker to name a few.

Baker said it received strong response to the 80-piece Jean-Louis Deniot line, which included 46 wood pieces, 13 upholstery pieces and 21 accessories and lighting. Designers and dealers alike responded well to the different wood and lacquer finish options as well as various finish options on metal bases and trim.

“There are more than 600 ways a consumer can put this together,” said Gregory Heller, vice president of product marketing and development at Baker. “This gives any designer a broad pallet to work from. It’s brilliant.”

The collection also received strong dealer and designer reaction for its ability to mix neoclassical styles with 1970s design influences.

Kelly Hoppen’s new 100-piece collection at Resource Decor struck a chord with dealers and designers who liked its ability to mix walnut burl and eucalyptus fancy face veneers with light and dark lacquer finishes as well as rose gold metal and mirrored accents.

“This has so much variety,” Hoppen said, adding. “It gives people the ability to be their own designer.”

Vanguard Furniture saw positive response as well to expansions of existing designer lines including John Black’s Compendium collection and Thom Filicia’s Home collection.

EJ Victor also saw success with the expansion of existing designer collections including Ralph Lauren, Kelly Wearstler and Kate Spade.

Details that shine

Stickley’s 25-piece Studio collection was a hit with buyers who liked the transitional and contemporary design elements it offered for their floors. Made with oak and walnut solids, the line offers two distinct style aesthetics, including a more casual rustic approach and a more contemporary approach that combines a solid walnut wood story with contrasting brass bases and marble tops.

“They (the pieces) are very livable,” said Aminy Audi, president, adding that she believes the collection will greatly expand Stickley’s customer base to new consumers, including Millennials looking for similar styles but for quality furniture they can pass on to their children one day. “They are designed for today, but look like they have been in the family for 100 years.”

Henredon wowed dealers with the style story of its new 1945 collection, featuring 1940s Art Deco influences. Dealers also were drawn to the wood story, which combines highly figured and aniline dyed makore veneers on pieces such as a double-ped dining table, dressers and nightstands, and flaky oak veneers on a buffet and open étagère.

Another signature piece that drew strong dealer response was a bar cabinet whose doors featured paldao veneers in a dramatic starburst pattern.

Strong finishes

Sister company Drexel Heritage also offered dealers a compelling wood and mixed materials story with its Fischer Park collection, which combines pieces made with straight grain oak veneers and features such as metal hardware and accents in an antique brass finish.

Century’s Maison 47 took a curated approach that struck a chord with dealers who liked its French and Swedish design influences and mix of dry light gray, noir and antique white finishes that can mix and match on pieces throughout the collection. Dealers also responded well to the way these finishes combined with materials such as solid brass hardware and ferrules on dining table legs as well as zinc and emperador marble on table and case tops.

Marge Carson saw success with its new 75-piece Carson line, the first new branded initiative in the company’s 70-year history. Company officials reported that dealers responded well to the three individual style segments including classic European traditional, dressy transitional and architectural, and geometrically inspired.

Carson also opened up new channels of distribution with dealers who were drawn to the sharpened price points that are priced from 20% to 35% below the regular Marge Carson line.

“The response to the new Carson brand has been overwhelmingly positive,” said Will Sharp, president, noting that the line helped generate an increase in attendance over last April. “This has been the case with our existing dealer base, and also we have opened up new distribution with retailers who address younger clientele looking for a more transactional purchase.”