by Program will focus on bestsellers among its 12 inline power motion groups made in Thailand
HIGH POINT — Motion upholstery resource 16 West is heading into its third market here with a new shared container program and several new groups that build on the success of its initial launch in October 2025.
The line currently ships by direct and mixed containers from Thailand, where it is manufactured. The shared container program launches at market with bestselling groups among its 12 currently in production.
To participate in the program, dealers must order four or five groups, or a 500-cube minimum, meaning about three to four dealers can place orders on a shared container.
“Right now we are focusing on the existing models that are bestsellers,” said Steve Lush, co-founder and managing partner of the business, which was named after the address of his family’s furniture retail business dating back to 1893. “They are the ones we are selling a lot of, and this helps us consolidate the orders a little quicker.”
The logistics are being handled by HMX Freight Solutions, a company formed by one of 16 West’s reps, Jonathan Starr.
“The orders go to Jon, he manages it, consolidates it and we take care of everything else,” Lush said of the existing shipping programs. “The response has been tremendous.”
He believes the response will be equally strong on the mixed container program, “because for every dealer that buys full containers, there are probably five or 10 that would buy from a mixed container program.”
While the program focuses on inline bestsellers that include sofas, loveseats, recliners and sectionals, the company also is adding to its mix this market with four new motion offerings including two that will be shown as sofa groups and two that will be shown as sectionals. These will be shown in a mix of performance fabrics, top-grain leather, leather match and breathable PU.
Sofas feature P3 functionality including power seat, headrest and lumbar support plus zero gravity. Entry-level sofas in breathable PU retail at $1,599 and from $1,995 to $2,295 for a leather match. A top-grain leather sofa retails for around $2,499.
Sectionals retail around $4,999 for leather match and $5,499 in top-grain leather.
Lush noted that the program has been successful with retailers looking for premium product at a value.
“We have found a really good niche with dealers that have found higher-end premium motion but that might be experiencing some sticker shock,” he said. “We have high-end premium product at a more reasonable price, and we are focused on quality and value. Everything is also priced landed, all in. Some dealers want FOB pricing and that’s fine, but a lot of our accounts really like the convenience and simplicity of landed all-in pricing, including freight, tariffs and everything. That takes the guesswork out of buying for a lot of our dealers.”
He noted that in April, the company had success with upscale modern designs. “And we are leaning more into that this market. So when people come in they will see more upscale modern Italian-inspired designs and larger silhouettes that are very comfortable.”
He said that the company recently has had strong success getting models placed, including during the slower summer months, and that these are having good turns at retail.
“It’s a really good mix we have found,” he said. “It is more fashion forward and design driven. We are not trying to be the lowest price. We are trying to offer middle-to-upper-middle premium product at a strong value. We have just found a really good niche there.”
At market, the line can be seen at the company’s showroom on the first floor of Centers of High Point Hamilton.
