Sarreid takes 2nd High Point space in Interhall for October market

Company seeks more exposure in the marketplace with additional showroom

HIGH POINT — As part of an effort to expand its reach among designers and retailers alike, luxury case goods and upholstery resource Sarreid Ltd. is occupying a second showroom space at the upcoming October High Point Market.

The company continues to show in its 20,000-square-foot space on the third floor of the C&D Building. However, it will also occupy a second showroom in Space 404 of Interhall.

The Blue Waves commode is among the products Sarreid will be showing at market in October.

Located in a high-traffic area on the ground floor of the International Home Furnishings Center, the wing is prime real estate for companies wanting to expand their footprint at the market.

Company President and CEO Brad Cates told Home News Now that the additional space will broaden the company’s exposure in the marketplace to a wide mix of customers.

“Though we’ve got a very wide customer base, we’re not getting everybody and we want to broaden our reach,” he said, adding, “We love the C&D building and are going to stay there. But we also know that historically, and probably even more importantly today, the Interhall area is where majors, midsized companies and designers are going to look for what’s new and what’s next.”

Cates said the space will show a mix of the company’s top sellers, along with some new items. It also will offer a representation of its core categories including upholstery and case goods, with a mix of bedroom, dining room, occasional and leather.

Sarreid’s 98-inch-long by 35-inch-tall Nader Persian Burnt Brown sideboard will also make an appearance at the October market.

He noted that the time was right for the second showroom as the company is coming out with some of the best product he has seen in his more than 30 years in the industry.

“For us, it just felt like it was the right time,” Cates said, noting that the look and feel of the two showrooms will be consistent. “We want the space to be visually compelling because there is so much product there and so much that is new. We want to tell a big, bold Sarreid story.”

He added that the space also will show how the line, while expanding in new categories such as bedroom, illustrates the company’s efforts to become more focused in both finish and product selection.

“And luckily we have the bandwidth to do that,” he added. “I think what people will see between Interhall and our C&D showroom is a much more inspirational and engaging brand presentation at Sarreid this market. It’s going to take us to a higher level.”

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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