Dorel Launches Brands For Players & Pets

HIGH POINT, NC— For Dorel Home, the Fall High Point Market is an opportunity to build on initiatives, whether regarding new brands or new product categories. The company is doing so through the introduction of the Ollie & Hutch pet furniture and the NTense gaming furniture banners.

The launch of the new labels follows Dorel’s recent debut and development of the CosmoLiving by Cosmopolitan, Novogratz and Little Seeds brands. The company is giving identity to specific targeted product lines to distinguish and differentiate them for retailers and, ultimately, consumers.

Under Ollie & Hutch, Dorel Home, the furniture division of Dorel Industries, is debuting a range of modern and functional pet furniture. The lineup includes innovative new designs as well as pet-size versions of people furniture from the company’s popular collections. The Ollie & Hutch line includes pet sofas in chesterfield style and pet beds in farmhouse style. Beyond sofas and beds, the line extends to litter box enclosures and aquarium stands. Dorel kept upkeep in mind such that pet sofas, for example, require minimal assembly and have velvet and linen cushion covers that are stain resistant and machine washable.

Lina Racaniello, vp/marketing and D2C sales, DHP Furniture, noted that the pet initiative arose because Dorel continues to look for both large and niche opportunities. As with the CosmoLiving and other recently developed labels, the company wants branding to help it connect specific product lines to targeted consumer designations.

“We are constantly looking for market growth opportunities, into white spaces, and we saw that pet ownership in the United States is increasing, and it is increasing in all demographic cohorts including Millennials,” she said. “Pet owners appear to want pet furnishings that blend in more seamlessly with the design and aesthetic of their homes.”

In the scope of opportunity, consumers who call themselves pet parents are often among those delaying starting families, Racaniello observed. So, in the circumstances, more attention and more family income devolved onto pets.

The NTense gaming brand launches in technology-driven designs executed for youth and adult consumers. NTense furniture emphasizes sleek styling, RGB light bars, built-in speakers and accessories that can enhance a gamer’s play environment. On-trend looks combine with function and NTense furniture provides suitable storage and ventilation for PC or console gaming systems.

Desks are an important part of the line, but NTense also offers TV stands, high-back chairs, stools and rockers. Dorel developed NTense seating options to ensure they serve gamers how and wherever they might choose to engage in virtual play. Functional benefits include ergonomic construction and easy-to-clean surfaces while style considerations include neutral colorways that let the chairs abide with existing home décor, although silhouettes, construction elements and bright accents, enliven the looks.

Dorel determined to pursue a broader consumer demographic than some companies developing gaming products, targeting youngsters who might want to create a dramatic effect in a corner of their rooms but also adults who want to have some fun but without disrupting their home décor scheme.

Wire management, room for CPUs, extra charging capacity and space for more than one monitor are critical NTense furniture components. Joy Raccagno-Bond, Ameriwood Home’s marketing director, said research informed Dorel that gamers can be focused and practical, often adopting a form follows function ethos that embraces the substantial over the superfluous.

“What we have learned is that gamers are good at calling out people who are not true to what they’re doing, who are not authentic,” she said. “We try not to have too many gimmicky features and such but to showcase elements that are important to them when they’re playing and even when they’re watching a gaming tournament.”

In addition to the category and lifestyle brands it has been developing, Dorel will throw a High Point spotlight on initiatives across its Ameriwood Home division lineup.

Ameriwood is building on a recently established bathroom program, adding pieces to create a cohesive top-to-bottom look. The new products it plans to preview falls into six different collections under the SystemBuild brand, which focuses on trendy storage items that provide shoppers with an attractive and affordable means to organize spaces though their homes.

The SystemBuild brand bathroom product line already included hanging wall cabinets and storage towers, and now it adds cabinets, vanities, storage towers, hamper storage cabinet, and over-the-toilet space savers that will help consumers thoroughly coordinate their bathrooms. The product line features countertops made from durable, easy to clean quartz as well as sink bases and cabinetry crafted from mixed materials combining metal, laminated board and wood veneer.

Raccagno-Bond said the new bathroom storage products arrive in styles that have become popular in the market and can provide DIY inspiration to consumers looking for pieces to enhance a key space without having to create the look from scratch. With the SystemBuild bathroom line, consumers can tailor their spaces in looks from transitional to modern farmhouse, she added.

As well as the SystemBuild efforts, Ameriwood will preview the refresh of its Heartland Cabinet brand at market. The Ameriwood brand also will showcase recently developed bedroom and living room furniture pieces as well as provide a sneak peek at a new metal locker storage collection in vibrant colors.