Thirty One – Twenty One Home launches website to communicate brand message

HIGH POINT – Thirty One – Twenty One Home, the new brand that Magnussen Home has launched in time for the spring market cycle, has debuted its new website.

The company said the site,, was designed to help illustrate the brand story with “editorial imagery that helps set the mood for what we are about.”

Announced just this past month, the brand aims to offer affordable luxury in case goods, with prices being roughly 30% over typical Magnussen Home product. It is launching with bedroom this market, but will expand to other wood categories such as dining, occasional and home entertainment furniture in the future.

The website is what the company calls a “teaser site,” offering a glimpse of the story behind the product line and how the company sees it being positioned in the marketplace.

In addition to offering what it calls proven winners at retail in the wood category, the line will offer custom hardware and finishes it describes as “best in class.” The company further communicated this message to dealers at the recently concluded Premarket, showcasing finish panels and the type of hardware they can expect to see in the line.

In addition, the site talks about how it will work with Magnussen to offer the best in supply chain and customer service.

“Leveraging the superior supply chain and customer service platform of Magnussen Home (founded 1931), Thirty-One Twenty-One breaks new ground as a premium provider, offering highly “retail-able” product, compelling marketing content, backed by inventory, and end-to-end support,” the site says. “We desire to partner with merchants who influence change and guide businesses to create a shared vision of long- term success and profitability.”

Plans in the near future are to develop the site further with additional product images and content that best describe the groups, materials, finishes and other specs that define the product mix.

At the April High Point Market, the company is showing in space 905M of the International Home Furnishings Center. In addition to contact information, the site lets dealers reach out to the company to set up an appointment for the upcoming market.

Thomas Russell

Home News Now Editor-in-Chief Thomas Russell has covered the furniture industry for 25 years at various daily and weekly consumer and trade publications. He can be reached at and at 336-508-4616.

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