Horizon Home targets design, hospitality segments

Company’s case goods introductions for Las Vegas Market feature new mixes of materials and wood species to create more sophisticated looks

LAS VEGAS — Case goods manufacturer Horizon Home is looking to expand its distribution with new looks, materials and promotions being offered at the winter Las Vegas Market.

In addition to its core bedroom, dining room and occasional mix of products produced in Mexico, the company will be showing new accent and entertainment consoles and occasional pieces also sourced in Mexico that feature materials and hardware that offer a design aesthetic that the company believes will appeal to both designers and the hospitality market.

The use of Mexico-sourced materials such as marble, onyx and textured metal bases as well as more ornate glass door fronts and larger custom hardware aims to give the lineup a more contemporary and even modern look that contrasts with some of the more traditional and rustic looks in the line.

This console by Horizon Home features a solid wood frame and mirrored inset end panels made to look like marble.

The company has already been leaning in this direction with some of the modern looks achieved through the use of metal bases and marble tops seen on cocktail, end and sofa tables. This market, the looks will be expanded through an even broader mix of products.

“The higher-end resources are already getting some of those raw materials from Mexico,” said Felipe Orozco, vice president of sales. “We are basically tapping into that supply chain of handiwork that can be found there and are bringing it into a mainstream price point.”

Another new console in the Horizon Home line features solid wood, high-low raised panel treatment on the door fronts.

In addition, it is expanding its wood looks beyond its core pine solids and veneers to include species such as rosewood, white oak, poplar and parota solids and veneers, thus giving pieces more fashion-forward looks along with new finishes that complement various wood grains.

He said while the company will still continue to service its Western customers with more traditional, Western-inspired designs, a key goal is to broaden the appeal of the line to “conform with new trends and a younger demographic.”

“We are targeting the design trade, which is something that we didn’t do in the past,” he said, noting that the push also includes a new marketing campaign that steers designers toward its product niche and middle price points. He said the company also has brought in younger talent to connect with — and serve — younger, more design-driven buyers.

Today, Orozco estimated that designer-driven sales are somewhere in the higher single digits, with the opportunity to grow. For this market and beyond, he said the company has a specific method it will use to track and identify that business that will help guide future efforts to target and market to that segment.

There also is some crossover with hospitality and higher-end residential projects that the company has pursued over the years that also represents a growth opportunity. For example, it has furnished retirement homes seeking the type of solid wood construction Horizon Home can deliver as well as condos and other residential projects in the growing Cabo San Lucas area at the southern tip of Mexico’s Baja peninsula.

A section of its showroom also will be devoted to custom kitchen islands and cabinetry that showcase its wood capabilities, appealing to both designers and the hospitality segments. As part of this push toward these emerging channels of distribution, the company also is looking to grow its domestic warehouse business.

“It is just an expansion into new distribution channels,” Orozco said, noting that the business will not replace its core business at retail. “It is not taking away from what we are doing because that is the bulk of our business.”

At the same time, it wants to promote the capabilities and materials that Mexico can offer.

“Mexico can do custom work and the cost is low,” he said, noting that the costs are a fraction of what it would cost to do custom work in the U.S. “There are a lot of capabilities in Mexico that people like.”  

At market, the company’s new and inline products can be seen at its showroom in WMC B-106.  

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 tom@homenewsnow.com and at 336-508-4616.

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