HIGH POINT, NC— Small space living is an important trend in today’s mass market furniture industry, however, different companies approach it in different ways. Dorel Industries’ Ameriwood Home division is using dorm room living as an anchor for a theme meant to interest younger consumers.
At the Spring High Point Market, Ameriwood will demonstrate how it intends to help consumers maximize their living spaces, said Brianna Phares, Ameriwood marketing director.
Ameriwood plans to devote part of its showroom to dorm room furniture that the company designed to extend into the first apartment environment. Although scale and function may be the base consideration for the new products, Phares said that style is a critical component in a market where shoppers want products that reflect their personal styles.
“Shoppers want their homes to reflect their lifestyles,” said Phares. Of consumers shopping for furniture today, she added, about a quarter are specifically looking for small space living solutions. Ameriwood has been developing furniture that provides that preference for consumers.
She noted that many younger consumers are taking college furniture with them to first apartments where the scale and style still suit. However, Ameriwood Home is adding some fashionable colors beyond the kind of college colors offered in the back-to-school season to make the new introductions more attractive to shoppers who may be looking ahead to the transition to their post-graduate apartments.
“We have some core colors and a variety of items in those three colors we’re focusing on: peacock teal, cool gray and navy blue,” Phares said.
The product selection focused on small spaces also includes the Carter collection. It features rustic industrial looks in low profile, open shelf designs that ensure they don’t impose themselves heavily on a room and light neutral colors to help brighten the domestic space.
The Rebel Media Dresser Desk is a multifunctional piece that can function in a dorm room but still can fit into more conventional environments where space is at a premium. Flexibility is critical to the design as the Rebel piece can function as a TV stand, dresser, desk and/or a bookcase.
Another piece providing flexibility, the Swivel lift table extends up and out from a double drawer base to include a low desk surface, in the one case, and a standing desk surface in the other. Part of a collection dubbed Journey, it comes in a singular finish as well as a blue/walnut option.
Among collections Ameriwood plans to feature are the Eastwood bedroom in a matte black finish with gold hardware that provides the glam touch. Also scaled for limited dimension, the Eastwood bedroom would work in both the dorm and bedroom context.
New Ameriwood collections generally offer designs that, across multiple pieces, have the flexibility to suit home spaces from bedroom to living room.
Phares noted that Ameriwood Home is looking to make style a feature across the showroom whether in the form of chevron fronts on some furniture pieces and the application of updated design formulations, such as more modern twists on Louis Philippe and mission styles.
Traditional design updated with more transition twists also factors into the Ameriwood showroom. And the company will show a new finish, magnolia white, that will extend the popular Bassinger collection, which launched in rustic gray.
In addition, Ameriwood is expanding its office product line aimed at commercial and professional markets. The four new collections, like the residential products, take into consideration a growing general preference for smaller scale, home fashion-conscious furnishings, Phares said.