By Powell Slaughter
Upholstery manufacturer Craftmaster will enter two new businesses this spring with the addition of custom programs for the leather upholstery and power motion categories.
Both the leather and motion introductions will build on Craftmaster’s success in fabric upholstery with its F9 Design Options program. Product will be made in the company’s Taylorsville, N.C., plant and will bear the “Made in America” logo for shipment within 30 days.
“As our business continues to mature and develop we see a great opportunity to enter these two high-volume categories and expand even further,” said Roy Calcagne, president and CEO of Craftmaster Furniture. “We have experienced tremendous growth in the past five years by offering our dealers high quality, custom order fabric upholstery shipped within a few weeks” through F9 Design Options.
Now, that choice has been extended to both leather and power motion. To date, Craftmaster had offered fully built leather upholstery through its Encore program out of China and offered motion upholstery, but until now without power.
In addition to 30 high quality leather options — all top grain and no splits or vinyl matches — the build-your-own F9 custom leather program’s 30 frame SKUs are available with multiple arms, backs and welts from which to choose. Pricing for sofas is consistent throughout the custom program at $1,999 retail.
“Based on the Premarket response, we’ve had a phenomenal reaction to that price point,” Calcagne said.
The F9 Power Motion launch comprises 10 frame SKUs, including sofas, recliners and seats, with a power motion option. Craftmaster will use a heavy duty Leggett & Platt mechanism with the power switch mounted on the in-arm featuring a USB port. A stylish stationary look combined with power motion function is a key selling feature.
“We see a need in the market place for good looking living room furniture that has the comfort of motion but styling of stationary,” Calcagne said. “Power Design Options is essentially a sectional program with a big choice of configurations.”
Power motion will add $300 at retail per seat, and sectional configurations should retail from $3,999 to $4,999.
Both the custom domestic leather and power motion programs will be shown during the April 14-18 High Point Market at the Craftmaster showroom, 2622 Uwharrie Rd.
This article courtesy of Furniture Today Magazine