Spectra Home Rebrands

Furniture World News Desk on 10/10/2018

Spectra Home recently announced that it is starting Market this week as a thoroughly rebranded company, complete with revamped special-order capabilities, an upgraded warehouse program, a new white glove delivery service for designers, a brand new, user-friendly website, a new logo and the largest new product offering in its history, including its first foray into the motion furniture category.

Spectra Home is the U.S. marketing arm of Hangzhou, China-based Shayne Global Holdings, and targets Top 100 and independent retailers across the country, as well as interior designers. Devoted to the manufacture of better-end fabric and leather upholstered goods, Shayne Global went public on the Taiwan Stock Exchange (SGH, Stock Code 8482) last month.  

Led by President Robert Cribbs, who joined Spectra Home earlier this year, the company has been in the midst of a major rebrand effort. Among the initiatives, the company is rolling out new special-order capabilities for retailers at Market. “This is far more than a new program. We are no longer offering special order on select frames and fabrics. Rather, special order is now a universal capability throughout our entire line,” explains Greg Curry, director of merchandising and product development. “All of our high-quality, bench-made, eight-way hand-tied silhouettes are fully customizable, with any fabric or leather on any frame, and retailers and designers can change nail heads and wood finishes on any piece within our line.”

With some 80 containers per week bound for the States loaded with custom orders, Spectra Home’s parent company consists of nine vertically integrated factories in one compound. The company pours its own foam, operates two solid wood frame factories, a wood carving factory, spray finishing plant, and three enormous upholstered furniture factories with some 65 product development people tasked with nothing but sampling. Additionally, at any given time, Shayne Global carries more than 600 fabrics and 100 leathers in inventory. Custom orders are produced in 14 days.”

Meanwhile, “best-selling products—some 153 SKUS—are warehoused in California and High Point and are available for immediate delivery,” Curry relates. “Additionally, all the new silhouettes we are introducing at Market are stocked and ready for immediate delivery, enabling dealers to freshen their floors with the latest styles straight away. That’s a big change for us. Historically, we would introduce product, wait to see what hit at Market and then decide from there what to put in the warehouse. We are so confident in the scale, the price and the remarkable value of our new designs, that we’re putting our money where our mouth is. We are stocking the goods as they launch.”

Although Spectra Home does not require minimum opening orders, a new Platinum Warehouse Program is being unveiled this Market to reward dealers who make significant commitments with special pricing, free catalogs, fabric swatches and finish boards, as well as a full array of smart sales aids and collateral to engage customers. According to Curry, all the changes have been made “because we realized we were not as retailer-friendly as we should be. On the service side, we have re-evaluated everything to ensure that the customer is at the heart of everything we do.”

The executive is equally excited about Spectra’s forward motion style-wise. “With the merger of the Palatial Leather and Spectra Home’s lines complete, our product line has been re-shaped and reimagined, leaning into the outer edge of transitional and modern fashion design. Simply put, what retailers and designers will see from us in October will be sexy and cool with a great quality story.”

Additionally, Spectra Home is entering the motion and home entertainment category for the first time this week, following the acquisition of RowOne by Shayne Global Holdings. Thanks to RowOne’s experience with white glove delivery, the merger has led to more than just new product. This Market, Spectra Home is set to begin Spectra Home Final Mile, a new, seamless logistics solution available to all of the company’s design customers and buyers within the 48 contiguous states.

“A true white-glove experience is about exceeding customer expectations from purchase to delivery,” says Christine Pressley, Spectra Home’s director of operations. “Now, product can start at the Spectra Home dock and end in the customer’s room of choice, unpacked and set up with up to one hour of deluxing prior to delivery, without the interior designer or retailer ever having to touch it. They don’t have to have a warehouse facility and the service includes real-time visibility and shipment tracking.”

For more information, visit Spectra Home in the heart of the Design District at 200 N. Hamilton, Suite 213 (entrance on Fred Alexander Place). The company will entertain dealers and media with a globally inspired moveable feast and cocktails every evening and “buzzy” breakfasts each morning during Market.

More about Spectra Home: Spectra Home designs and manufactures luxuriously comfortable, fashion-forward and exquisitely tailored upholstered furniture using time-honored construction techniques, from eight-way hand-tied coils to hand-cut and -sewn fabrics and leathers. The company is based in High Point, N.C. and warehouses product in High Point, NC and Southern CA. For more information, visit www.spectra-home.com.