Millennials Inspire Sauder’s Harvey Park Collection

In time for the Fall High Point Market, Sauder Woodworking is expanding its furniture assortment, an effort that includes the launch of the Harvey Park prototype collection.

The Harvey Park prototype collection features small-scale designs and a new contemporary finish, which extends Sauder’s Soft Modern styled collection.

The Harvey Park debut is an example of Sauder’s focus on engaging Millennials as a growth driver in the market. Millennials have been associated with mid-century modern designs, but new consumer research confirms more than 30% of Millennial women surveyed prefer modern styles. Almost half of those surveyed prefer darker wood finishes, Sauder noted.

To meet consumer preferences, the company incorporated fresh mid-century styling elements into a Harvey Park prototype collection that, from a basis in the colorful approach taken in its Soft Modern lineup, introduces new designs and a darker, sophisticated grand walnut finish.

“Through researching and designing products for our Millennial customer, we’ve found she has a definite need, whether that’s a specific style she’s drawn to, a space constraint she’s working within or a budget limit she’s set,” said Mike Lambright, Sauder director of marketing. “This fall, we’re expanding our selection in top style categories, introducing new designs and finishes to help our customers find just what they’re looking for.”

Shawn Sowers, Sauder principal design director, added, “The definitions of modern and contemporary styles are continuously evolving, so our designs and collections are transforming. Today, we’re seeing modern as a mix of old and new, folk and fashion, and the new Harvey Park prototype collection reflects the latest influences of mid-century modern designs.”

For more on Sauder and the fall High Point Market, see the October 10, 2016, issue of HOMEWORLD BUSINESS®.