by Newly promoted Senior Director of Sales Operations Tahirah Dock Johnson aims to broaden appeal of the segment across various channels
HIGH POINT — Case goods and upholstery resource Legacy Classic | Modern is looking to elevate its youth furniture segment by helping position the product on retailer floors in a way that expands the appeal to second and guest bedrooms.
To help accomplish this goal, it has promoted Tahirah Dock Johnson to senior director of sales operations for the company’s youth and teen category.
Johnson has been with the company for the past four and a half years, starting as director of customer service before being promoted to director of sales operations in early 2022.
In this newly created position, Johnson reports to company President Chris Pelcher. She will help oversee the reinvigoration of the company’s youth furniture segment with a mix of new products, plus new ideas and marketing strategies on how to help retailers bring much deserved attention to the category.
“We are going to have a more heightened focus on this category, whether we stay with the kids label or transition it to secondary or guest room or small spaces,” Johnson said, adding this also means elevating the look within the youth furniture segment to broaden the appeal. “It is all about the accessories and the décor that you add to it, which can make it juvenile for your youth category or by having a softer palette of colors and accessories that takes it to the next level for your guest room. We are still working on ideas right now, but the goal is to make sure we are merchandising it properly so it resonates better with the buyers and end consumers.”
Many youth furniture resources previously have attempted to position their youth bedrooms as second or guest bedroom furniture, making available not only twin and full-sized beds, but also queen beds in some cases. But the companion decor in the room has not always been a major focus, which is one area where the company can stand above its competition.
Legacy Classic | Modern already is well positioned to succeed as many of its styles would be well suited to smaller bedrooms in the home, thus expanding the life of groups to other parts of the home beyond the child’s bedroom. One prime example is a popular youth group built of a successful primary bedroom group that is part of the licensed Trisha Yearwood Home collection, Today’s Traditions.
The renewed emphasis on its youth segment also comes at a time when the industry faces increased competition from online resources such as Wayfair and Amazon, which often sell much lower-priced beds and companion case pieces.
Yet amid this competition, Legacy Classic | Modern is touting not only its style leadership in the category, but also the quality and safety of its construction. It’s a story some online resources can’t duplicate given the number of recalls in recent months.
But this is where the company has an opportunity to help promote its story at retail, not only with the product on the floor, but with hangtags featuring QR codes that tie back to educational material and selection found on the Legacy website or on the retailer’s website. It’s an idea Johnson has touted as a way to communicate with end consumers, thus helping them make informed decisions.
“Our story is sustainability, and we are focusing on safety, durability and the ability to move forward, whether it’s with the child or just stay in the home and have a refreshed look for the next phase in the home’s life,” Johnson said, of the diverse styles within the company’s youth mix.
Of the decision to promote Johnson to a role that will help elevate the category, Pelcher said, “Dock brings a lot of experience and knowledge to our team. Her skill sets and understanding of multiple facets of the company is a continued benefit for Legacy. We are excited to see her elevate and focus our Youth & Teen category in her new position.”
At the upcoming High Point Market, Johnson will be on hand to show and promote the category to new and existing customers alike. At market, the company is showing several new youth bedrooms with twin beds retailing from $499 to $599 and full beds retailing from $599 to $699.
These and other new products throughout the company’s case goods line can be seen at its showroom at 2622 Uwharrie Road in High Point.
