by HIGH POINT — Green River Group’s US-based case goods furniture operation HH2 Home announces the launch of Creations, a new brand dedicated to accent furniture that is artisanal, expressive, orgànic and globally inspired. The initial 250-item introduction at the April High Point Market includes chests, cabinets, consoles, tables, beds, chairs and other unique pieces.
“We saw an opportunity to create an exciting new accent furniture business based on the disruption in the marketplace created by the exit of a key supplier last summer, Coast to Coast,” said Lee Boone, chief executive of HH2 Home. “Retailers were left with unfilled
orders and factories were struggling with unpaid invoices. A key segment of the supply chain for mid-priced accent items had collapsed. We stepped in and invested millions of dollars to stabilize the factories and keep inventory flowing to retailers.”
Those products formed the core around which HH2 is developing its accent line, rebranded as Creations and reimagined with fresh, more aspirational designs, materials and product categories including live-edge items.
“Of the 250 SKUs we’re showing this month, about half are ‘best-sellers’ already selling at retail, and the remaining are fresh new concepts,” Boone said.
Creations items are available to purchase from HH2 Home’s Kentucky-based warehouse as well as via direct container at FOB prices. Most items are already in stock and flowing now. Retailers can purchase the same best-sellers they were buying before, as well as see a wide range of new introductions.
“We are already shipping these products to several major retailers that were buying them before. They recognize HH2 Home is highly stable platform for this business,” Boone added.
In addition to the Creations launch, HH2 Home will debut a remodeled showroom at the April market at Center Point on Centennial, 401 S. Centennial St. here. The makeover, directed by Barbour Spangle Designs, will freshen the aesthetics of the space and organize product by category.
There will be dedicated areas for the new Creations accents, as well as re-focused and updated bedroom and dining categories. “We are approaching our design and merchandising with a “point of view” that will speak to specific style trends that we intend to emphasize and be much easier to shop,” Boone said. “We believe our retail partners will discover our direction reflects the most promising style trends emerging in the commercial segment.”
The HH2 Home showroom space dedicated to E-comm, mass merchant, and club sales channels is also receiving a remodel, and will
bring new focus to the company’s best-selling item categories such as barstools, desks, beds and seating, as well as fresh new design concepts for special business customers.
For example, the HH2 Home team has developed an innovative new “hide-a-bed” concept called Dream Consoles. This is essentially a fold-out bed hidden inside a case that is configurable in multiple styles and sizes, including cabinets, desks, tables and wardrobes.
“It’s going to be the coolest new idea at market,” Boone said, noting the dual-purpose items retail at $999 and under.
The growth and expansion of HH2 is made possible with the investment of capital from new owners, Green River Group, a long-established owner and operator of Asia-based furniture factories. Green River stabilized the company with resources, factories, sourcing relationships, and a compelling vision for the future.
