Ameriwood Industries introduced buyers at the Fall High Point Market to its new branding as Ameriwood Home, which included familiarizing them with its new approach to the business. This includes a diverse and dedicated application of design as well as a new juvenile product group, Little Seeds.
The brand is dedicated to kids but takes the long view in more ways than one. For example, the brand is tied to charitable endeavors that, in one example, encourage schools through the families purchasing the furniture to get involved in efforts to save the monarch butterfly. In addition, the products themselves will range from changing tables to children’s beds so that the collections can grow with kids.
“It’s a new brand that is going to have some cause marketing behind it,” said Brianna Phares, Ameriwood Home director of marketing. “We’re working out some details, but, right now, we have the National Wildlife Federation.”
Little Seeds will offer multiple styles and supplement the Ameriwood Home Cosco offering for small children. It will be subject to MAP pricing and selective distribution as the Dorel Industries division establishes it as a distinctive label.
Design will be a critical factor for the brand, which offers collections currently that include the more gender neutral Rowan Valley and the more traditionally feminine Monarch Hill, which combines clean lines and decorative pulls with a white stipple finish complemented by tones of gold and pink throughout the collection. For example, the collection at market highlighted drawer fronts and upholstered end pieces in the case of the group’s crib, nightstand and dresser, as well as on accompanying ottomans.
For more on Ameriwood and the fall High Point Market, see the October 10, 2016, issue of HOMEWORLD BUSINESS®.