Karl Eulberg, executive vp at Bush Furniture, has resigned his post to head up E-ready, a new partnership that will provide current designs for a major Chinese manufacturer of wood and veneer KD furniture, as well as sales operations in the United States and international markets, and complete marketing services, he announced. Eulberg said he is using the term KD rather than RTA to distinguish the product line from what is typical in the marketplace.
As president of E-ready, Eulberg will be responsible for all facets of the new venture, he noted.
E-ready will debut in High Point as a division of Turnkey Furniture and will launch its first collection of small office and entertainment products during the Spring High Point Market. By using wood solids and veneers in a KD format, along with significant electronic innovations, E-ready will seek to exploit a furniture category between case goods and RTA products that is not currently available, Eulberg said. E-ready items will design and package all products for e-commerce efficiency, priced to win in key big box retailers and at a quality level suited for many top 100 furniture retailers. Items will carry retail pricepoints from $99 to $599.
“Combining top design talent, a state-of-the-art manufacturing facility and a ‘factory-direct’ pricing structure, E-ready is positioned to be a disruptive innovator within e-commerce, mass merchants and furniture retailers,” Eulberg said.