Tom Zaliagiris_VPSales

Consumers want more options, so Sherrill ramps up custom bed program

HIGH POINT – High-end domestic furniture manufacturer Sherrill Furniture has expanded its custom bed program, a move prompted by higher demand among consumers for customization.

“Bedroom is an extremely competitive category,” said Tom Zaliagiris, senior vice president of sales across all brands. “Consumers are asking for unique design and the ability to customize, and (they) want us to deliver on these demands at an attainable price point. There is huge upside potential to the category, and for manufacturers to gain market share, if we can deliver on those demands.”

Tom Zaliagiris

At the recent market in High Point, the company expanded its Nocturne custom bed program, which exists under the Precedent brand. It added two new shape options, an additional 48-inch height option and three new panel treatment options. Also added was the ability to have a hidden storage drawer that hides behind the footboard, something Zaliagiris described as being a “smash” hit among buyers.

He says the category is tough but not any more so than other categories.

“Bedroom is a category that is commoditized quickly,” he said. “Pricing pressure puts a strain on the category but also drives innovation. But we have not experienced a more challenging marketplace in bedroom vs. other categories. Customers in the higher end, who require higher quality merchandise, are still buying for the whole home.”

Other than customization, Zaliagiris said customers want more variety in shape and materials.

“Many of the same design trends that are fashionable now in living room, are making their way into the bedroom,” he said. “Organic forms, mixed materials featuring natural elements, and a warmer color direction are all trending throughout the home.

The natural look is still strong, he added. “Walnut and white oak especially are trending. Natural woods with very little finish.”

See also:

  • Sherrill targets growth initiatives with key leadership changes
  • Sherrill promotes from within for new VP

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