A-America entered a new category at High Point, and already plans to double it

HIGH POINT – Solid wood case goods importer A-America entered the occasional category at the recent High Point Market. The company now offers bedroom, dining and occasional.

The company introduced five new occasional collections at market, each coming in a different wood species, which include walnut, hickory, ash, mahogany and rubberwood. Each collection includes a chairside table, cocktail table, sofa table, an end table with shelf and an entertainment console.

“We basically took our stronger finishes and added an occasional line to complement them,” said Christian Rohrbach, president.

Overall, the new category was received well, he said. Chairside tables got the best response, followed by coffee tables and end tables. “We’re very happy. So much so that we’re going to double the amount of occasional for Premarket,” he said.

Outside of occasional, the company ramped up its bedroom and dining offering. In dining, intros included a new oak collection and a higher-end cherry line. In bedroom, a new solid cherry line retails for around $3,499, a price higher than the company’s typical range because of the cherry.

On business and the High Point Market overall, Rohrbach was optimistic.

“Obviously business is slow and tough, but there were a lot of folks looking for newer looks,” he said. “A lot of people freshening up their floors. That’s very good news, especially for us as we’re always aggressive with new product. There was a smaller number of folks from the West. But a lot of that is due to the regional shows out West that are happening soon.”

Going forward the focus is on value, he said.

“Value is king,” he said. “For us, it’s the solid wood story, and laden with features and benefits. It has to set it apart on the detail floor and be competitively priced. In dining, a key feature is expandability. For bedroom, it’s storage and lighting and unique storage features.”

See also:

  • A-America names 30-year veteran to key sales position
  • A-America taps these two executives for product design roles

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