Broyhill Furniture Hires Industry Veteran Fred Bates

Furniture World Magazine

Broyhill Furniture Industries, Inc. has launched a new initiative designed to bring greater focus into all of its product categories through feedback from retailers and consumers. It will be headed by industry veteran Fred Bates. “Broyhill is the most recognized brand in America but our product needs a little polishing,” says Jeff Cook, Broyhill president. “Product is our No. 1 focus. We are going to add momentum to the power of the Broyhill brand through the product as opposed to just polishing the brand. “Fred has been charged with gaining invaluable feedback from our retail customers and bringing all of our product lines to life, in design as well as function,” he says. “As one of the most respected individuals in our industry, who is known for developing product that consumers are looking for, his first priority is to help us design reliable styles that are right for our customers.” Bates worked for Haverty Furniture Co., Inc., for 47 years and retired as vice president and regional manager, as well as serving on the company’s Board of Directors for 26 years. As a merchandiser, he is known as being a good listener with a good eye for recognizing consumer trends. “My focus will be to identify what consumers in the middle market are looking for today,” Bates says. “It’s a different breed in the marketplace and we are going to pay close attention to their needs and wants.” Bates plans to visit retailers coast to coast and will work with the Broyhill product development team. “Fred will be our eyes and ears focused on one purpose: to listen to our retailers and better understand what consumers ask for when they come into the store, what they like and don’t like. He will come back and tell us what needs to change, and that will be the first of many steps to help us return Broyhill to dominance in each and every product category.” Broyhill Furniture’s extensive home furnishing offerings include furniture and accessory products for living rooms, dining rooms, bedrooms, family rooms, home entertainment areas, and home office. Broyhill is headquartered in Lenoir, North Carolina and is part of Furniture Brands International (NYSE:FBN), also the parent company of Drexel Heritage, Henredon, Maitland-Smith, Lane, and Thomasville.