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HIGH POINT — Case goods importer Private Reserve is introducing its largest number of bedrooms since the brand was launched more than five years ago with 10 new groups that offer step-up features and benefits.
At this week’s High Point Market, the company will show nine new bedrooms and one full collection of bedroom, dining room and occasional furniture. The bedrooms are short groups of about six pieces and feature four-piece sets that are targeted to retail from $1,399 to $1,999.
Private Reserve is a sister company of Coaster Company of America that targets national accounts. The product it is launching this market offers what the company said will be a range of quality features such as finished and felt-lined drawers, dovetail joinery, full extension or self-closing drawer glides, hidden compartments, power outlets in case pieces and cedar-lined drawers and compartments. The groups also have 9- to 15-step finishes, many of which are considered superior Valspar finishes, the company said.
Such features will be standard in the line, offering retailers a consistent story to tell on their floors. By comparison, some Coaster bedrooms, which can retail from $699 as high as $1,999, offer such features only in certain groups but not others.
“We are differentiating it not just by price alone, but by features,” said Larry Furiani, vice president of Private Reserve. “What we hope we will do is move Private Reserve forward not just as an OEM provider for retailers — we will differentiate the product in a way that is driven by consumer expectations for certain inherent features.”
And for the first time, the company has hired designers to create a range of styles that include modern interpretations of traditional as well as rustic, coastal, transitional and contemporary.
The product will be shipped directly from climate-controlled warehouses in Vietnam and Malaysia. Some of the goods also will be warehoused domestically.
“I think we will have a good audience,” said Mike Cohen, vice president of sales for Private Reserve. “We are excited about it. We have done a lot of foundation building over the past year where we have taken responsibility for this vision, and we think that will show at market.”
The company is showing the line at 156 S. Wrenn St. in High Point, in a showroom that’s next door to the Coaster building.
