Stanley Collections Bridge The Gap: Luxury Design With Great Quality And Price

Furniture World Magazine

The introduction of Stanley Collections is only one step in a new approach. The new initiative places a greater focus on the integration of style and design with marketing and sales for bedroom, dining room, home entertainment and accent tables, and home office furniture. “For some time Stanley has worked on improving its style focus and creative design,” says Phil Haney, executive vice president of marketing and sales, Stanley Collections. The current marketing campaign, “The Look,” presents collection product in beautifully appointed location settings in upscale homes. “We bridge the luxury and upper middle segments of the business by providing upscale style and design at a more affordable price,” he says. “Stanley Collections will become even more focused on that niche in its attitude and presentation.” Stanley’s blended strategy has greatly enabled the company to enter new style categories and product designs, which call for hand carving or the inclusion of leather, abaca, stone and other exotic materials. “Our presentation has become much more eclectic and oriented to consumers with a luxury state of mind,” he says. “This new focus, with a more highly defined consumer point of view, also allows our design team to expand well beyond matched groups with the addition of decorative accent pieces that are purchased as stand-alone items.” Adds Jeff Scheffer, Stanley president and chief executive officer, “We’re operating in a new world that calls for continuous improvement. This new approach to Stanley Collections allows us to maintain a unified perspective, from product development through marketing and sales to our dealers.” One of the largest furniture manufacturers in the United States, Stanley Furniture Co., Inc. is widely recognized as a style and design leader. The company has received nine coveted Pinnacle Awards for fine quality residential wood furniture, ranging from traditional to contemporary. Stanley Collections are presented as dining room, bedroom, home entertainment and accent tables, and home office. Young America® is the industry leader in youth furniture. Founded in 1924, Stanley has a strong tradition of superior product supported by excellent quality and service. The shipment of orders to retail stores – an average of 12 days last year – is among the fastest in the industry. Production facilities are located in Stanleytown and Martinsville, Va., as well as Robbinsville and Lexington, N.C. Stanley’s upper-medium priced furniture is sold to furniture specialty stores, department stores and furniture store chains. Stanley common stock is traded on the Nasdaq Stock Market under the symbol STLY. For additional information, visit www.stanleyfurniture.com.