by HIGH POINT — At this week’s High Point Market, buyers will experience the debut of Banner House, the umbrella brand of Magnussen Home, Pulaski and SLF, both of which Magnussen acquired from Hooker Furnishings in December.
For the first time, the three sister brands also will share a 91,000-square-foot showroom at 220 Elm, each occupying dedicated spaces that showcase their market introductions along with some inline product in the mix. Magnussen has moved to the new location from its space in the Main Wing of the IHFC while SLF and Pulaski remain in the same part of the building they occupied previously.
Just before market, company President Doug Townsend offered his take on the new space and what it will mean for the company’s customer base now and in the future. Below is a synopsis of that discussion with Home News Now.
Home News Now: Congratulations on this new showroom, Doug. Can you tell us a little about the new space?
Townsend: The showroom spans over 90,000-plus square feet in a freshly remodeled space inside 220 Elm. Our improved location makes it convenient and easily accessible for dealers attending the High Point Market. Bringing these three Banner House brands into one space enhances the overall experience and allows customers to seamlessly shop in a single location.
What will customers see when they visit? In other words, what will be new or different from what they have seen in the previous Magnussen and SLF/Pulaski showrooms?
Townsend: Customers will experience a more cohesive, elevated showroom that brings together three distinct brands under one roof, featuring updated presentations, expanded assortments and a more intuitive shopping flow. The main entrance area will reflect the look and feel of the new Banner House.
Can you say how the space is divided among the three brands?
Townsend: Magnussen will have a larger presence, but all three brands will be thoughtfully positioned to inspire, deliver value and drive retail success for our partners.
For those who are not familiar with this new relationship between the three brands, how are they each being positioned in terms of pricing or style?
Townsend: Magnussen is a mid-priced case goods brand with refined transitional and traditional styling. Pulaski Furniture is a mid- to upper-price point, with a strong focus on traditional design, and Samuel Lawrence is more mid-priced commercial.
How much new product will customers see from each brand?
Townsend: In bedroom, we will be showing 10 new collections from Pulaski, 14 new collections from Magnussen and four new collections from Samuel Lawrence. There are also 25 new occasional collections from Magnussen.
Townsend: Not at all. The space is designed to clearly define each brand while maintaining a natural flow, making it easy for customers to shop and compare across all three brands.
Was there any challenge with the layout? For example, was it difficult to fit all of these into one showroom in a way that gives ample credit and space to each company?
How would you describe the customers shopping for these brands? Of course, we realize that many are larger retailers, but are there any smaller retailers or designer traffic you expect to see?
Townsend: We welcome and expect a wide range for retailers at market. With a strong mixed container program direct from our Vietnam warehouse and the transition of domestic distribution to our new East Coast warehouse in South Carolina, one of the areas we are very well-positioned is to support small to midsize dealers.
And is this an opportunity to gain new customers for each brand?
Townsend: Absolutely! It’s a significant opportunity, supported by a coordinated, blended sales team. With all the products housed in one East Coast distribution center and in our Vietnam warehouse, customers can easily shop and ship across all three brands, making it very easy to do business with Banner House.
Are there any special amenities you would like to mention in the new space?
Townsend: The showroom’s main hospitality area has been significantly remodeled. We invite customers to relax, connect, shop and enjoy food and drinks, and also enjoy a place of respite during their busy High Point Market visit.
Any final thoughts about why this all matters to your customer base and what the benefit for them will be?
Townsend: Bringing all three brands together in one location simplifies the buying process, delivers greater value and reinforces our commitment to being easy to do business with.
Below are some images that Home News Now captured of the new showroom before the opening of market.
This vignette is just inside the entrance to the new Banner House showroom at 220 Elm.
This seating area is just off the entrance to the new showroom, offering guests a place to relax between showroom visits.
This lounge area gives buyers a place to relax and grab a drink during their showroom visit.
These display cabinets showcase the different types of stuffed animals that Magnussen has given away at each market during the past 20 years or more.
This is the entrance to the new Magnussen space, where buyers will see more than a dozen new collections.
A view inside the new space for Pulaski Furniture, showcasing one of its new dining vignettes.
This is a seating area for guests visiting the SLF space. Beyond this entrance are plenty of room settings where they will see a wide mix of bedroom, dining and occasional furniture.
This is the entrance to the part of Magnussen Home’s space showcasing its occasional line. This market, it is showing 25 new occasional groups.
