by Redesigned space in C&D Building will showcase 100 new pieces from Vietnam and India, leaning heavily toward dining, with some new bedrooms offered in the mix
HIGH POINT — Visitors to Sarreid Ltd.’s showroom here at the High Point Market will experience an entirely new environment that showcases how pieces throughout the line can be placed together for a collected look that highlights the character and craftsmanship of the line.
Buyers will now enter the 14,000-square-foot showroom on the third floor of the C&D Building right off the escalator instead of walking to the right of the escalator to get to the entrance. At the new entrance, they will experience a more open view of the space that on one side “offers a clear flow through the space” while the other offers a series of roomlike vignettes of foyers, living rooms, dining rooms and other spaces inside the home.
“I want designers and buyers to walk in and feel that the presentation matches the quality and point of view of the product,” said Mickey Sharpe, vice president of design and creative for Sarreid Ltd., noting the company has reimagined the showroom “from the perspective of how a designer needs to see furniture in order to be inspired. The goal is not to make every piece compete for attention, but to create thoughtful settings where special pieces can emerge, relationships between products become clear, and the idea of modern heirlooms for the collected home becomes something visitors actually experience.”
Overall there will be around 100 new pieces from Vietnam and India that are in the higher end of its pricing structure, said President and CEO Brad Cates. He also noted that the mix leans heavily toward dining and companion case pieces along with some new bedrooms. He estimates that at least 80% of the new items will be in stock and available for quick delivery.
“There will be a high percentage that will be in stock and ready to go,” Cates said.
The company said that throughout the presentation, it will “highlight pieces that embody its modern-heirloom philosophy through material, finish, craftsmanship, function and enduring design. The approach reflects a deliberate return to an important part of Sarreid’s heritage: a line once known for the feeling that its furnishings had been discovered and assembled with discernment. Today, the company is translating that sensibility for a new generation of designers who appreciate finely crafted goods.”
Other highlights of the reimagined space include:
+ A leather gallery and a new sample library aimed at making the showroom “a working resource for buyers.”
+ A hospitality area with a gathering bar that “reinforces the showroom’s emphasis on gracious living and connection.”
+ The showroom also will highlight products representing collaborations with lighting resource Louise Gaskill Co., rugs from Meem and Bostan Carpet, art from Trobridge Gallery, wall coverings from Emma Hayes and textiles from 29 Park and Lacefield Designs.
Cates described the showroom layout as very intentional by featuring its top SKUs and new product in a way that complements how designers like to work and shop.
“It’s going to be a total-home concept and it’s going to be very Sarreid focused with a color palette that is very aligned with current trends and where we are,” he said.
“Sarreid has a remarkable heritage, and our responsibility is to honor what has always made the company distinctive while making sure it remains relevant to the way people live, shop and design today,” Cates added. “This showroom is an important expression of that balance. We want our partners to see a brand that knows where it came from, is confident about where it is going and is serious about being a leader in furnishings for the collected home.”
