by 60 pieces being introduced this week include several recliners, new dining consoles and a series of accent tables adorned with a North Carolina cash crop
WILSON, N.C. — Sarreid Ltd.’s product introduction this market aims to showcase its capabilities across different product segments, while expanding its mix to include new categories and design aesthetics.
Its 60 new pieces include dining tables, occasional tables, chairs, along with several Jupe tables, accent tables and decorative credenzas sporting new finishes and fancy veneers.
It also is showing new categories including four leather recliners and several small planter/drink tables featuring decorative tobacco leaf tops that are part of its collaboration with Artisan Leaf, a company that uses real tobacco leaves in artisan surfaces that is based in Wilson, North Carolina, also the home of Sarreid.
For Sarreid President and CEO Brad Cates, the introduction, while slightly smaller than its 100-plus-piece introductions at recent markets, is a way to rightsize the SKU count while also showcasing the design talents of Mickey Sharpe, vice president of creative and design, and his team.
“About a year and a half ago we brought on a very experienced independent interior designer because we wanted that aesthetic, we wanted that thought process and we wanted that DNA to touch everything that we do,” Cates said of Sharpe and his design team. “It takes about a year for that to gestate and grow and present itself in its full glory and you are going to see that at market this time.”
He said the product mix being shown at market, some 70% of which is wood furniture and the balance being upholstery, continues to flourish under Sharpe’s design leadership.
“We are bringing out product that is just exquisite. … We continue to use the term elevate,” he said in describing the designs and use of materials, not to mention new Jupe tables that include the rectangular Grammercy Park footprint. “We have done some things that are brand new, we have done some things that are a reimagination of classics that we have been known for in the past and we are entering into new categories.”
He said the smaller number of introductions is a way to create a line that is “narrow and deep” versus “wide and shallow” based on the number of pieces.
Of course, this also helps the company maintain a healthy inventory in its North Carolina warehouse, allowing customers to receive product whether for retail floors or design projects more quickly. That said, Cates estimated that some 90% of what’s being shown at market, including new and existing products, is either in stock or on the water and expected to arrive soon.
“My charge to the design team is if you don’t have enough faith in what you build and the sample that you’ve got and the vendor that it has been placed with to at least order the minimum stocking order, take it off the board,” Cates said, noting that its inventory position signifies the level of confidence the company has in the product.
For Cates, the partnership with Artisan Leaf is a way to celebrate a part of North Carolina history that is also tied to the community where the company is based.
“Wilson, North Carolina, is one of the epicenters for tobacco,” he said in reference to the cured product shown in various hues on accent tabletops, adding, “So take all of the negativity — and we all know it’s there — and set all that aside. It is a cash crop for North Carolina and it feeds a lot of mouths around here. It is a beautiful natural product, and that is where the focus is, on that naturalness of it and the artistry it takes to pick the leaves, select them, pair them together and create something that is really spectacular.”
Other highlights of the new piece include:
+ New sideboards: Featuring at least 10 individual SKUs, these are meant to complement its growing assortment of Jupe dining tables as well as other tables in the line. The company said the sideboards embody “a refined, upscale aesthetic with artisan finishes, custom hardware and luxurious detailing that instantly elevate any space. Ranging from sleek modern profiles to timeless, classic silhouettes, they offer something for every design preference while staying true to Sarreid’s legacy of craftsmanship.”
+ The Vero collection: This collection of occasional tables is making its market debut “in two sophisticated finishes: Dark Walnut, rich and timeless, and Working White, crisp and versatile.” It includes a cocktail table, side table and console table featuring clean lines, functional storage and elevated finishes — designs the company said are “meant to transition seamlessly across styles.”
+ New dining chairs: Sarreid is offering several new dining chairs, including some that are shown in different finishes, that the company said “embrace diversity of form: elegant faux bamboo silhouettes, sleek cane-back designs and sophisticated upholstered styles. Each piece balances comfort with statement-making style.”
“This season marks a turning point for Sarreid,” said Mickey Sharpe, vice president of creative and design. “Our new introductions are more luxurious and elevated than ever before, with sideboards, seating and tables that reflect a refined, modern sensibility while still honoring the craftsmanship and heritage our brand is built on. Designers can expect bold finishes, thoughtful details and versatile styles that signal the exciting new direction of Sarreid’s look.”
Finally, Sarreid is showing a piece in the front window of its showroom on the third floor of the C&D Building that Cates said customers can’t miss — its Giselle custom Jupe table — finished in the signature Susan G. Komen Pantone Pink. Bidding will be conducted online throughout the month of October in celebration of Breast Cancer Awareness Month, making it available to buyers around the U.S. Proceeds will directly benefit Susan G. Komen, “funding life-saving breast cancer research, advocacy and support programs.”
The table also highlights the company’s soft launch into custom finishing. For example, it plans to hold several pieces in whitewood inventory both in Vietnam and Italy that will be finished overseas in a limited number of custom finishes.
“You are going to see Jupe tables; you will see some chairs; you will see some sideboards,” Cates said. “We like to be cautious as we move into new categories, and these pieces we know we run every week we are holding in whitewood. If somebody wants something extra-special or a one-off, we’ll talk about it. And we are open to doing that, but from a program standpoint we want to keep it intentionally simple and intentionally narrow.”
In its showroom on the third floor of the C&D Building, customers can see these and other product highlights featuring “complementary artistry from celebrated partners.”
+ Louise Gaskill Lighting: This includes custom vintage glass lighting and drapery hardware and original artwork.
+ Trowbridge Art: Luxury artwork, “handmade to perfection.”
+ Lacefield Designs: An artisan design house offering textiles and pillows.
+ Bostan Rugs: These carpets are made with age-old processes for today’s consumer.
+ Barrett Bergmann Home: Signature fragrance and floral designs.
“Together, these partners create a fully realized design environment that invites visitors to experience Sarreid’s collections in a dynamic, lifestyle-driven setting,” the company said.
