Butler Hand-Painted Accent Furniture Introductions For High Point Show

Furniture World Magazine

No more Mr. Quiet Guy: Now, with roughly 70 new hand-painted products in more than 20 finishes primed for unveiling at the October International Home Furnishings Market in High Point, N.C., Butler has decided it’s time to shout about it. “Probably today, and without a doubt after these High Point introductions, Butler will have more hand-painted products in more finishes – and more hand-painted products in multiple finishes – than any other manufacturer in the industry,” says Dan Sumner, Butler vice president of sales and marketing. So, why is this important? Because more and more consumers are discovering that a piece of painted accent furniture can freshen up virtually any room in their homes. At the same time, they’re realizing that painted furniture is so versatile that it can be used in any setting with any furniture style – that it complements other wood pieces in the room without matching them. Home furnishings retailers, of course, are taking notice. “They (retailers) used to tell us, ‘We don’t sell paint,’ ” Sumner says. “We don’t hear that very much anymore. Dealers are beginning to understand the versatility and merchandising power of paint.” As a result, hand-painted furniture is the fastest growing category in Butler’s broad line of 800 accent pieces. The two best sellers in the entire line are hand painted – the #674 Console Cabinet and the #667 Console Table, respectively. The No. 1 seller at the most recent High Point show was the hand-painted #775 Secretary. Not only does Butler offer the largest number of painted products, the most hand-painted finishes, and the broadest range of styles and price points, but it is also the leader in making the same pieces available in many different paint finishes. This versatility enables retailers to stretch their investment and floor space with powerful merchandising options. For example, a Butler micro boutique with six pieces available in six finishes gives the retailer 36 items to sell in a small, eye-catching space. Butler provides retailers with backup on these special orders, maintaining a large inventory that ships from Chicago within two weeks after receiving the order. “By offering a variety of finishes, retailers can appeal to a broader range of consumers, overcome many consumer objections and significantly increase their special-order business,” Sumner says. “Plus, because of our quick-ship program, we can back retailers up while eliminating warehousing and inventory overhead for them.” Butler will unveil its first hand-painted micro boutique, “Seasons,” to retailers in High Point in October. Seasons builds on the recent success of the new Springtime finish and will show the #775 Secretary in four complementary finishes. Each finish is entirely hand painted, featuring birds on limbs. Springtime has a parchment background while Summer is pale green, Fall is pale yellow and Winter is pale blue. Although the birds remain constant, the amount of leaves and flowers will vary according to the season. As a result of the unprecedented success of the #775 Secretary during the past four months, Butler will introduce larger, more unique hand-painted pieces in High Point, according to John Faig, director of product development. They include two armoires, another secretary, a bar and a dresser. All of Butler’s hand-painted furniture is in the Artists’ Originals Collection. Each piece is uniquely painted in freehand without the use of stencils or decals (a genuine distinction in the industry). The paintings feature florals and chinoiserie, among other classical motifs. Like any piece of fine art, each Artists’ Originals piece is designed to be the brightest spot in any room and to reflect each consumer’s unique sense of style. “We have taken the high road in hand painted,” Faig says. “We refuse to compromise on quality. There are companies that can do it cheaper, but you can really tell when you look at one of our pieces that somebody did it by hand. For discerning consumers, that hand touch makes all the difference.” Butler, which produces exclusively accent furniture, will celebrate its 75th birthday next year. This Chicago-based company was founded by two men in 1930 and is managed today by second and third generations. It has specialized in accent furniture longer than any other company in America and offers the broadest line in the industry. Products include chests, tables, benches, chairs, game tables, console cabinets, secretaries, armoires, bars, entertainment centers, headboards, fireplace screens, desks, pedestals, mirrors and globes.