American Drew To Make 18 Century, Art Deco and Casual Styled Introductions

Furniture World Magazine

American Drew announces the introduction of its new Edinboro collection. American Drew announced the introduction of a new 20-piece 18th century themed collection this market called Edinboro. “Despite the continued popularity of 18th century designs, consumers today are having a much harder time finding true selection in this category.”, said Bob Averett, American Drew’s VP-Product Development. “In realizing this, we felt that it made great sense to introduce this 18th Century English Reproduction line in order to broaden those options for these consumers.”, he added. “The Edinboro Collection allows us to offer the American Drew customer a blending of pure 18th century English designs along with some more elaborate and highly decorated items of interest that were used for show as well as function.”, said Johne Albanese, VP-Marketing for American Drew. “Every piece in this group was specifically selected to accent or blend with another so that even though some items are clean and pure other items catch your eye with elaborate hand carvings that are sometimes finished like the case and others with hand applied true gold leaf. “ Inlayed honeycomb and hexagon designs are incorporated throughout the different items of Edinboro by using hand laid exotic wood inlays of ebony and tulipwood along with larger inlays that contain all of the above as well as sycamore on the outer edge. The armoire and credenza have the raised fret work over swirl mahogany that reflects these same design patterns as they were done in the past. “The collection features both bedroom and dining room and because of the value statement that is obvious when you compare the intricate designs with the overall price of the collection, we believe that 18th century consumers will fall in love with Edinboro.”, said Averett American Drew announces the expansion of their successful PROFILES line. Last April, American Drew combined a significant amount of research and development with a mix of casual styling and created their new medium-priced line aptly named PROFILES. The line was so well received by both major and independent retailers that the company has expanded the line this market with a new lifestye design. “As we launched PROFILES last April, it was our hope that retailers would understand our focus and direction and ultimately adopt our philosophy regarding true lifestyle home furnishings. We soon realized that they firmly agreed and they proved that with their commitments. And now with the success at retail of this line, it’s clear that the consumer focus of this line was right on target.” said Johne Albanese, VP-Marketing for American Drew. “From there, it was a natural progression to identify and capture an additional lifestyle category in an effort to round out our selections. In this way, the retailer broadens his or her appeal as they speak to this 60 million strong consumer base.” he added. The collection to be introduced this market is called Beacon Ridge. This lifestyle collection takes the consumer on a more rustic journey, and features a rustic, slightly distressed fruitwood finish over pecky pecan veneers and Asian hardwoods. The pieces include three table choices, two beds and superbly designed entertainment and occasional items. And the rustic feel of the collection can go from country to casual to lodge to farmhouse. It all depends on the consumer’s taste. And again, that’s what PROFILES is all about! In keeping with the PROFILES concept, all of the items are scaled down slightly so that they will fit into the majority of American living spaces with ease. They will look comfortable and fitting wherever they are without overpowering either the room or the design choices of the consumer. “With the resounding success last April of PROFILES, we felt it was a natural step to add another lifestyle choice for consumers. Beacon Ridge speaks to today’s lifestyle consumer in words they might have written themselves and maintain the focus of allowing the furniture to be the canvas of the room that consumers can then build on to create their perfect and very personal lifestyle.”, said Jack Richardson, President of American Drew American Drew launches their nod to the Art Deco period with Via Delano. In a nod to the rising popularity of Art Deco styling, American Drew will introduce their new Via Delano bedroom and dining room collection for this market. “We’ve been watching this category for some time and were determined to respond to this trend correctly rather than just jumping on a bandwagon”, said Bob Averett, VP-Product Development for American Drew. The new collection marries a sleek, elegant and contemporary design with styling influences from the Art Deco period that easily remind you of the days of Bacall, Grant, and Hepburn. If features lighter scale and sleeker lines with smaller yet generous forms and shapes, Via Delano’s inviting curved fronts, beaded doors and drawers create an ambience that is both pure and stylish for today’s modern lifestyle of living. Via Delano features many options for the bedroom and dining room with the two different style beds, armoires, china’s and dining tables that allow the customer to use this group either in a more gracious setting or one that is of a more intimate nature. All case pieces in this group have sterling silver plated hardware that has been chosen from the Art Deco style and all of the veneers are Mozambique finished in a deep rich espresso finish that shows the beauty of this exotic and very desirable wood. The nightstands are offered either with a Mozambique veneered top at the starting price point or one can step it up with solid Black Absolute granite tops that rest on the existing nightstand top surface. “We believe that this trend will continue for some time and that Via Delano does a very good job of bringing the best of Art Deco styling while remembering the need to keep the contemporary lines fresh and appealing for this consumer.”, added Averett