Ameriwood Applies Design Focus To Product Pipeline

MONTREAL, QUEBEC— The Ameriwood Home division of Dorel Industries made a decision to reimagine rattan-style furniture with a focus on domestic manufacturing at an affordable price, even as it has applied its design expertise to other engaging product introductions.

The company has been working on a variety of ideas to generate new products as this year has progressed, it pointed out. For example, it emphasized conspicuous style in its recent product development process, incorporating a classic French Country look in accent pieces.

Of course, mass-market furniture vendors have had their share of obstacles to confront over the past couple of years, but Ameriwood Home has continued to push forward with the intent of bringing out some striking new looks.

The company has been working on featuring collections that include country rustic designs with chunky structures and weathered finishes as well as simple glam styles, accent tables to dress up for coffee bars and modern home office looks.

Ameriwood also extended its bathroom collections, featuring a popular dark blue colorway, NTense gaming and Ollie & Hutch pet furnishings as the two brands ramp up after their recent market launches.

Storage furniture of various sorts has been an Ameriwood focus for some time. The company continues to expand on its open-storage hallway/mudroom designs. In doing so, it has developed items such as entryway hall trees and benches with hooks, racks and other features in a variety of styles and finishes that allow it to provide more choice in better quality storage furniture. Ameriwood also is expanding on previously developed locker-look storage furniture as well as creating a home office and other configurations using novel athletic-style designs.

At the same time, Ameriwood has been approaching accent furniture as a category in its own right, developing product that isn’t meant to be part of a collection but that incorporates style and utility through an array of designs to give consumers additional options.

Among the recently crafted accent pieces the Cortez Everywhere Console has a sophisticated mid-century-influenced look with the option of
solid or framed glass doors. It can work to various purposes as, for example, an entryway piece or a wine cabinet or a coffee bar.

Plant stands are another segment that Dorel in general and Ameriwood in particular is building out. The company has monitored increased interest in plant stands, green rooms and garden rooms on Pinterest, and has generated interest in such items as offered under its Novogratz banner. The plant stands share something with the Everywhere accent furniture in that Ameriwood is crafting pieces that, rather than falling under or directly coordinating with collections, will offer unique styling that can coordinate with a range of room décor.

“We were hit hard with tariffs, and then again with extended closures overseas, but our teams pulled through,” said Ray Toal, vp/e-commerce, Ameriwood. “We were able to reset and think about what the marketplace needed. In turn, that provided us with some great new decorative accent tables, fun colorways and even more, unique plant stands.”