by Latest High Point Market illustrates how the company’s diverse sourcing platform creates style and value for its customers
HIGH POINT — As a longtime industry reporter covering case goods, the casual dining and occasional categories have long been part of my product beat. That said, one of the usual stops during my market visits over the years has been Jofran, a leader in both categories offering a mix of style and sharp mid-price points that add up to high value for its customers.
I was reminded of this during my visit to the company this past market. Such visits often take place later in the cycle, when I have plenty of time to speak with company President Joff Roy, the son of company founder Bob Roy, who died in early 2018 at age 79.
More than 20 years ago, it was Bob Roy who first introduced me to the company not only as a leader in the casual dining and occasional realm, but also as a leader in logistics, offering a platform of distribution from Asia to strategically positioned warehouses in the U.S.
The company is celebrating its 50th anniversary this year, marking its continued presence as a middle-priced resource not just for casual dining and occasional, but also accent seating, accent furniture, bedroom and its latest category, push-back recliners.
While Bob Roy created a strong foundation for the company, long-time CEO Joff Roy has ushered in the development and growth of major categories such as bedroom, home entertainment, accent seating and accent furniture from around the world, including Vietnam and India, offering unique looks featuring stone and various indigenous wood species, not to mention beautiful fabrics.
This all came to mind during my visit this market where Roy showed off some of the recent developments including two new push-back recliners retailing at $399. Tapping into its nearly 20 years of experience in accent seating, dealers can expect more of these type pieces in the future.
But the market also demonstrated its capabilities in bedroom, offering six new groups featuring queen beds that retail from $699 to $799.
These included its Westport bedroom collection, developed off a dining program the company introduced in April. It features its first upholstered bed, with a navy and gray striped pattern across a white field, the same as a fabric offered on its bestselling Blakely accent chair. As with the recliner program, the upholstered bed category taps into its long-held capabilities in upholstery.
“With the introduction of our Westport, Brentwood, Claremont and Brownstone bedrooms, our assortment numbers more than 10 with several more planned in April,” Roy told Home News Now. “Our development focus is on collection-based product that showcases our ability to offer great looks across the home. This will continue to be a significant growth driver for us in the years ahead.”
The company also introduced about 12 dining sets mostly falling in the $899 to $1,799 retail range for a table and four chairs.
These showcased Jofran’s first foray into dining tables featuring sintered stone tops with heat- and scratch-resistant surfaces. Three different iterations that are part of its SierraFina collection offered a mix of round and rectangular tables featuring tops with thicker surfaces and edges, plus wood bases.
“Historically the category has been dominated by cheaply made goods that missed the mark in terms of an authentic look,” Roy said. “What we have been able to accomplish highlights the beautiful veining and color variation of true stone. And by using well-finished wood bases, we’re able to soften the overall look to complement the interiors of most kitchens and dining rooms. Just as importantly, the tops offer an unmatched durability story with scratch and heat resistance.”
Pops of color also were seen in the dining category including a Fern Green accent cabinet that complements the deep Navy tone seen on the Westport Blue dining table and buffet and the Westport White leg dining table.
Also new this market was the Winchester dining set in a Weathered Oak finish, featuring an 80-inch leg table retailing for $1,499 for a table and four chairs and a gathering height round to oval table with a base featuring shelf storage.
With these and other introductions in accent seating and occasional this past market, the company continues to position itself a style leader in the middle price points as it looks toward the next chapters of its business moving forward.
“We want our customers to feel genuinely inspired when they walk through our showroom,” Roy said. “Our line has never looked better, from refined banquette dining and elevated coastal collections to value-driven Main Street, bedroom, occasional and dining pieces. With our fresh style, strong price points and dependable customer support, we’re ready to help our partners drive sales and excitement on their floors.”
Today if — some 50 years after he founded the company — Bob Roy could see how Joff and his team have grown the company in these and other areas, I am guessing he would not only agree with his son’s statement. He’d also be quite proud.
