Jofran’s Urban Archive dining program creates casual lifestyle looks at a value

HIGH POINT – Case goods importer Jofran has brought a dining program to this week’s High Point Market that combines capabilities from India and China that allow it to mix and match looks between table and chair groupings.

Urban Archive includes 10 tables and 10 chairs, one of Jofran’s single largest introductions in the dining category in recent memory.

Made in India, the tables feature solid wood species such as acacia and mango. Made in China, the chairs come either in fabric or high grade vinyl.

The Burke table, made with solid mango, is shown with the Maddox chairs. It retails at $1,199 for a table and four chairs.

Some tables also feature marble tops, further showcasing India’s capabilities in mixed media.

Two of the tables are counter height and the rest are regular dining height.

Each of the tables combines with the chairs to offer a fashion-forward look at a high value, retailing from around $599 for a table and four chairs to $1,299 to $1,599 for round marble top table and chair combinations.

One 50-inch round table in the line is made in Vietnam with walnut veneers. With four chairs, it retails around $1,299.

At Market, the chairs also are being shown with some inline groups in the company’s Nature’s Edge collection, which features solid wood live-edge dining tables. The metal legs on chairs and bar stools also complement the industrial aesthetic of the metal hairpin legs on regular and counter-height tables in Nature’s Edge.

Here, too, the goal is to showcase the versatility of the chair designs and their ability to mix and match throughout both collections, allowing dealers an opportunity to show them exactly how they wish on their floors.

Joff Roy, chief executive officer, told Home News Now that the program allows the company to address various lifestyle looks in the marketplace that it had not been addressing with previous collections, namely those exclusively featuring wooden tables and wooden chairs. But because the new pieces ship in large quantities, it also allows them to remain true to Jofran’s value story in the lower-middle to middle price points.

The tables and the chairs with metal legs ship knock-down and will be available from the company’s Vietnam, South Carolina, California and Boston warehouses.

They are expected to ship in January and hit retail in time for the President’s Day holiday.

Urban Archive, along with new display cabinets, media/storage consoles, upholstered benches, ottomans and other seating, including new upholstered accent chairs, can be seen at Market in the company’s showroom in Spaces 200 and 201 of Furniture Plaza.

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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