by LOS ANGELES — E-commerce specialist Joybird, a subsidiary of La-Z-Boy Inc. and manufacturer of customizable, modern upholstered furniture, has introduced its new wholesale business, centered on a “shop within a shop” customer experience and a product assortment focused on customization, craftsmanship, sustainability, design-forward comfort and domestic manufacturing.
Joybird Wholesale has debuted with an initial nine modern silhouettes of sofas, sectionals and chairs available for customization in 32 fabric combinations as well as complementary case goods, such as nightstands, console tables and cocktail tables.
The company will extend its national marketing investments to benefit its new wholesale partners, understanding that its customer is digitally native and shops for their home in-person and online across channels. Through this new program, it looks to gain customers in new markets across the U.S. who are inspired to design a home synonymous with their personal style.
Gerardo Ornelas, vice president and general manager of Joybird, said, “Just as we have slowly, steadily expanded Joybird’s showroom locations, our new wholesale strategy parallels this thinking. We’re looking to grow Joybird’s business and customer base through strategic wholesale partners that complement the brand’s colorful, design-forward aesthetic and current showroom locations.”
Joybird Wholesale is directed to large-format, home furnishings retailers nationwide looking to expand their customer base and increase sales with a nationally recognized, design-driven brand. Ideal wholesale partners will be able to house a 2,000-square-foot Joybird mini-showroom featuring a boldly painted wall, the brand’s infamous swatches to touch and feel, and beautifully styled vignettes of bestselling sofas and chairs with coordinated case good accessories.
“Joybird’s new wholesale program leverages the manufacturing excellence and North American-based production from La-Z-Boy Inc. to deliver Joybird’s modern aesthetic to more households across the U.S.,” said TJ Linz, president, La-Z-Boy Inc. Portfolio Brands. “Supporting the new program will be another La-Z-Boy Inc. portfolio brand, England Furniture, which has more than 60 years of industry experience. Our manufacturing plant with talented craftspeople in Tazewell, Tennessee, will produce made-to-order furniture with a 21-day lead time, giving Joybird a unique wholesale proposition appealing to many large-format retailers.”
Wholesale business partners will receive:
+ Customization: Curated selection of nine top-selling silhouettes in 32 customer-favorite fabrics, modular designs and made-to-order production.
+ Craftsmanship: Hand-built upholstery with kiln-dried hardwood frames and durable, kid-, pet-, and life-friendly fabrics.
+ Sustainability: Responsibly sourced materials, eco-conscious manufacturing and a commitment to waste reduction.
+ Design + Comfort: Furniture that looks iconic and feels like home. Timeless silhouettes with a modern usability.
+ Made in North America: Each upholstered piece is made-to-order primarily by England Furniture in Tazewell, Tennessee, allowing for a 21-day lead time
+ National Marketing Investment: Social media, search, TV, direct mail and display investments meeting customers where they shop and look for inspiration.
+ Omni-Channel Support: Marketing support including email, direct mail, social media, Google, point-of-sale materials and floor signage.
+ Shop Within a Shop Toolkit: Merchandising support and elements, such as branded vinyl signage, wall paint in Joybird teal, room dividers, fabric swatches and/or trolley, floor signage, hangtags, lifestyle and product imagery
+ Competitive Pricing: A national pricing model across all channels adhering to national Minimum Advertised Pricing.
The nine Joybird sofa silhouettes are:
Camden Collection, Bryant Collection, Lewis Collection, Wilder Collection, Fitz Collection, Tyler Collection, Lyndon Sectional, Corey Swivel Chair, and the Soto Chair. Several of the sofa collections are modular, allowing for custom configurations that best suit the customer’s space and lifestyle.
The 32 pet-, family-, life-friendly fabric options include top-sellers:
Crave: Combining a mottled chenille texture with an antiqued effect, Crave delivers a soft hand with modern appeal. Its metallicized finished adds a heaping dose of visual interest to any furniture pieces and comes in an array of hues to suit any style.
Harper: Sustainable, stylish and stain-resistant, the Harper fabrics are a true triple threat. Crafted with recycled fibers, this timeless chenille gives pieces a velvety smooth feel to pieces in a variety of rich hues.
Royale: Royale features a fine knit velvet with a silklike hand. Its fleece padded backing adds to the plushness, while its durable nature makes it a great addition to households with kids and pets.
To inquire about becoming a Joybird Wholesale partner, please message wholesale@joybird.com.
