Exclusive Toronto Drexel Heritage Showroom Opens at De Boer's Furnishings

Furniture World Magazine

Famous North Carolina furniture manufacturer, Drexel Heritage Furnishings Inc., opens a dedicated retail showroom today in Toronto to cater to consumers who have become increasingly aware of the value and quality behind a well respected brand name. The 17,000 square foot store is part of the De Boer's furnishings complex at Sheppard and Allen Road in North York. Other brand name retailers in The De Boer Studio Collection are Bernhardt and Henredon, both well-known, reputable furniture manufacturers from North Carolina. John de Boer, President of De Boer's, succeeded in enticing Drexel into an exclusive representation agreement because of de Boer's experience which spans 48 years in the Toronto marketplace. "Based on the results we are enjoying with the Bernhardt and Henredon collections, it makes good business sense to present three fine furniture makers in one location," says de Boer. "All share important consumer attributes -- quality, design and value." A highlight of the Drexel Heritage presentation is the Pinehurst Collection reminiscent of the prestigious Pinehurst Golf Club in the village of Drexel, North Carolina, after which the company was named in 1903. Says Daniel Grow, President of Drexel Heritage, "Our alliance with De Boer's is a fine example of the Drexel tradition of partnering with successful retailers, nationally and internationally. We look forward to serving a growing clientele in the Ontario market." In 1903, five enterprising young men started a small furniture factory in an abandoned sawmill in the foothills of the North Carolina mountains, an area rich in virgin timber -chestnut, oak, poplar, maple and walnut. Today, 3,500 people work at Drexel Heritage, many of them second and third generation furniture makers. Initially, Drexel Heritage catered to an affluent, mature market. More recently, however, it appeals to a much broader consumer segment with traditional reproduction pieces, sophisticated country styles and trendy contemporary designs. The de Boer family immigrated to Canada in 1949, and established their first home furnishings store in Toronto in 1950. Today, there are six locations serving Ontario consumers. President John de Boer acknowledges that the firm's success results from recognizing their customers' need for efficient, knowledgeable, superior service and, above all, maximum value.