by GREENSBORO, N.C. — As part of its portfolio strategy, Banner House is set to unveil its new brand architecture at the October High Point Market, the first time that all four of its storied brands — Magnussen Home, Pulaski Furniture, Kincaid Furniture and American Drew — will be housed together in one showroom at 220 Elm. It will also be the first time all four brands will be housed together in the company’s Vietnam warehouse and available for shipping on mixed containers.
With a complete non-overlapping portfolio that spans good, better and premium price points, each brand offers its own design philosophy, product DNA, target customer and retail mission.
Magnussen, long synonymous with innovation, will focus on fashion-forward furniture that appeals to trend and value-conscious customers. As the most progressive brand in the portfolio, it’s known for creating product categories like hardware-less and lighted bedding groups with a European sensibility that leans transitional and contemporary. With an emphasis on function and smart use of space, core products span bedroom, dining, home office/entertainment, and a deep occasional line.
Pulaski, known for making an impression with ornate statement furniture and heritage styling that defines a room through grand scale, presence and refined textures across transitional, modern and traditional silhouettes, will be aimed at style-conscious families. The leader in curio cabinets will present bedroom and dining at upper-middle price points.
As one of the newest brands under the company’s banner, Kincaid will stand for luxury through permanence. “In a world of smooth, synthetic, disposable goods, a Kincaid piece is an anchor, with solid wood stretched to its artistic limit,” said Nathan Cressman, chief executive officer. “It’s heirloom-quality furniture designed to ground a home with timeless design crafted for generations.” With premium price points, the brand’s bedroom, dining, occasional and whole home collections are aimed squarely at consumers who appreciate quality and exceptional craftsmanship.
American Drew will represent designer sophistication made attainable. Appealing to affluent, discerning buyers, it carries a reputation for quality refined with veneers, inlays, shaping and hardware that reads like jewelry. Bridging the gap between volume manufacturing and high-end luxury, the brand’s enduring American styles span 18th-century traditional to modern contemporary across bedroom and dining collections and living spaces.
According to Cressman, each of the brands was thoughtfully acquired to complement all of the others in an approach designed to help retailers to grow their businesses with one strategic partner, while bringing in the right quantities of different products and styles to keep their floors fresh.
“Each brand stands on its own and works with the others, and each serves a different retail mission to ensure our dealers can address multiple consumer lifestyles, design preferences and price points through a single, trusted partner committed to their success,” Cressman said. “And all of it is supported by industry leading logistics and supply chain depth,”
“Our vision for Banner House has been to build on Magnussen Home’s proven business model enabling retailers to mix and match product lines seamlessly on shipments, with a complete portfolio across good, better and premium price points with no overlap,” said Doug Townsend, president of Banner House. “Retailers attending High Point will find that vision is now very much a reality, and we look forward to what will be a transformative Market for many.”
