by Company will occupy new 91,000-square-foot space at 220 Elm in time for April High Point Market
HIGH POINT — Case goods resource Magnussen Home has rebranded as Banner House and will be occupying a new 91,000-square-foot showroom at 220 Elm here to house its growing family of legacy brands.
Banner House includes leading brands Magnussen Home, as well as Pulaski Furniture and Samuel Lawrence Furniture, both of which were acquired late last year.
“Banner House is a new overarching identity that represents multiple legacy brands that, while distinct, are similar in the emotional connection customers have had with them over decades,” said Nathan Cressman, chief executive officer of Magnussen, now chief executive of Banner House. “As the flagship, we see our role not in changing the brands’ core cultures that meant so much to so many, but in preserving and growing them for generations to come.”
According to Doug Townsend, president of Banner House, “The name was chosen to signify how we approach the furniture business, not only with shared operating structures for the brands and the resulting efficiencies they provide, but shared values of quality, integrity, service and the way we treat people. More than a logo, fresh look and new High Point showroom, Banner House is about a shared purpose that is greater than our own. It is a unifying flag that people can rally around in tumultuous times.”
Under the tagline “Everything for home under one Banner,” the company is making it easier and more efficient for retailers to do business by offering three different case goods brands that differ stylistically with clearly delineated price points that appeal to different consumer constituencies. All can be mixed in a single container or truck, out of one warehouse domestically or out of Vietnam.
As part of the strategy, each of the brands has its own champion. Townsend and Cressman at Magnussen are joined by Page Wilson, senior vice president of Pulaski and Samuel Lawrence brands, who is also charged with reestablishing the brands’ identities, and Christa Albrecht, senior vice president of Magnussen brand, who leads the charge for Magnussen’s core brand. Fred Schubert, vice president of product development, focuses his team’s efforts on supporting the growth and identity of all the brands.
Inside the newly renovated 220 Elm showroom this market, Banner House will show nine new bedrooms from Pulaski, 14 new bedroom groups from Magnussen and five from Samuel Lawrence. In dining, new product introductions across the brands include four new collections from Pulaski, 10 from Magnussen and one from Samuel Lawrence. Additionally, Magnussen will show 25 new occasional collections.
Cressman oversees all with a passion to preserve each of the brand’s legacies while seeking opportunities for change and progression. “There is not a moment in time when I’m not looking at product and asking, ‘Does it meet the bar for the brand that it’s under?’” he said.
In order to accommodate the sheer breadth of product set to be arrayed under the Banner House flag, the new showroom is 26,000 square feet larger than Magnussen’s former sprawling space in IHFC, which the company will vacate following premarket this month. Occupying the first and basement floors of 220 Elm, all of the brands will be accessed via a single statement-making entrance. A grand-opening party is set for Thursday, April 23.
Banner House is a growing family of storied brands offering expertly crafted bedroom, dining, occasional, home entertainment and home office furniture. Known for design leadership, product quality and value, the company blends traditional craftsmanship with a global sourcing network to serve retailers across North America.
