Norwalk’s New Chapter Begins Now

Furniture World News Desk on 10/26/2024

Norwalk Furniture announced that it is unveiling a range of new product offerings at the High Point Market alongside a three-part strategic vision introduced by CEO Tim Newlin. This vision, which emphasizes consumer trends, product innovation, and enhanced retailer support, aims to drive the company forward as it enters a new chapter under Newlin’s leadership. Norwalk’s High Point showroom is located at IHFC - M108 Main – Street Level.

“We’re shaping a new chapter in Norwalk’s history, driving the company forward with a three-part strategy:  anticipating consumer trends, supporting our retail and design customers, and innovating new products,” said Newlin. “We invite everyone to see and experience this new approach in our showroom during High Point Market.”

New Products

Newlin says he is keen on bringing fresh designs that focus on comfort and movement to Norwalk's customers. These include swivels, a power recliner that looks like a stationary sectional, and new materials that deliver a seating experience to help consumers relax and enjoy their homes.

“Our modern assortment of on-trend upholstery designs gives retailers and designers a competitive edge against lifestyle brands,” he added. “And we cover every style, from coastal and cottage to modern and minimalist.”

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Page 2, Norwalk’s New Chapter

While many new products will be shown in October, the April 2025 High Point Market will feature more robust introductions. Products and price points will debut with custom details that lifestyle brands cannot duplicate. Norwalk will take advantage of its ability to handle detailed aspects of manufacturing and remain an excellent choice for domestic custom upholstery, with the capacity to tailor programs to the specific needs of any retailer. 

“One size will not fit all,” said Newlin. “We will adapt to their needs in creating whatever level of detail they want.”

Since coming on board in May of 2024, Newlin has focused on listening and learning, drawing on his decades of experience in manufacturing and retail to develop initiatives to improve sales, product development, operations and marketing.

“My favorite part has been getting to know the people and immersing myself in every aspect of the business,” said Newlin. “And I love being back in my home state of Ohio.”

Consumer

To understand the consumer, Norwalk is initially tapping into the real-time insights of its designers and retailers, who have a direct line to emerging consumer trends and product gaps.

“We want to understand what influences their customers’ desires and needs,” said Newlin, “and use that information to guide our product and marketing strategies. Our customers hear these conversations, perspectives and opinions every day. So, listening to them helps us understand consumer motivations and what products will sell on their floors.”

In the coming years, Norwalk will complement these perspectives with primary research to define its target customers further.

Customer Support

The third element of Newlin’s strategic plan focuses on providing customized tools and programs that underpin business success for its retailers and design partners. A key initiative is creating tailored marketing materials that help customers sell more effectively. Newlin is introducing a more personalized system instead of the traditional bulk, seasonal approach.

“We’ve shifted away from generic, pre-prepared materials,” said Newlin. “Now, we operate like an extension of our customers’ in-house marketing teams, creating what they need when they need it.”

Other sales and marketing support tools that help designers and retailers sell product to their clients include realistic draping, an information-rich website and inspiring professional photography.

Regarding working with customers throughout the year, Newlin emphasizes the importance of smooth operations. “Our goal is to be easy to work with,” says Newlin. “Our customer service, manufacturing and delivery systems are designed to make interactions simple and efficient.”

About Norwalk
 Norwalk Furniture offers great design, customizable options, high quality, competitive pricing and industry-leading delivery. Upholstered products are offered in more than 800 fabrics and over 100 leathers. The Norwalk, Ohio, employee-owned company manufactures upholstered furniture in its 440,000-square-foot facility.