R.E.R Furniture Re-positions Itself For October Market

Furniture World Magazine

R.E.R Furniture LLC, a manufacturer of solid wood furniture with facilities in Davie, Florida and Hickory, North Carolina, is re-positioning itself through the implementation of significant quality improvements. “These improvements are designed to provide us with a unique and sustainable competitive edge,” according to R.E.R’s sales manager, Joe Cashin. “For all intents and purposes, this is a new line.” The new quality improvements will be on display for the first time this October at the International Home Furnishings Market. Although a 15% price increase was needed to implement the improvements, R.E.R represents an “extraordinary value for their customers,” Cashin stated. While the original designs have not been changed significantly, the quality improvements are dramatic enough to look at R.E.R as a totally new company, according to Steve Hodges of Steve Hodges Associates, the design firm that has been working with the company since their debut at the October 2001 International Home Furnishings Market. “This is a tremendous opportunity for a designer,” Hodges stated. “It gives us the opportunity to offer the consumer high end designs at a middle price point, but with time-honored construction techniques in really heirloom-quality furniture. This will allow us to design more authentic 18th and 19th century collections.” The quality improvements include upgrading the finishing techniques, drawer construction, lumber drying and other interior construction enhancements. “We are committed to providing the best quality in the market,” Cashin says. “Our entire line has been reengineered to the point where it is far superior to what we were able to offer the consumer before. We will continue to strive to push the limits of construction and offer our customers the best solid wood value in the market.” R.E.R is a family-owned company that operates a vertically integrated facility that covers over 1 million square feet of land and employs 600 people. R.E.R.’s showroom is located at IHFC G476. The company maintains a website at www.rer-furniture.com.