Palliser’s EQ3™ launches Replay™

Furniture World Magazine

Palliser’s EQ3™ division launched The Replay™ collection. Inspired by North American icons of the 1950s and 60s, Replay™ brings high-style retro fashion to the mass market. "In the EQ3™ division, our goal is to understand where the trends are going and to lead the way in bringing the trend to the mass market level," said Peter Tielmann, Palliser’s Senior Vice-President of Marketing and Business Development. "Until now in the furniture industry, retro has been relegated to the high-end companies. We think it’s time to move it into the mass market. It’s a natural, compatible addition to existing EQ3™ collections." (Replay™ will be available to consumers in Palliser’s EQ3™ galleries in the fall of 2002.) Rock’n’roll, drive-in movies, shiny chrome and glossy red are a few of the words Christina Petersson, EQ3™’s Product Development Manager, cited as the inspiration for the collection. Although inspired by another time, Petersson says the collection is "something entirely new". Replay™ features case goods in a high sheen lacquer finish with distinctive curved chrome legs. Finished backs allow placement anywhere in the room. Upholstery includes a 100-inch Replay™ sofa, the curvaceous Betty sofa and the nostalgic Coach sofa. Design emphasized While the EQ3™ product team headed by Petersson is responsible for bringing together the bulk of the collection, Lisa Norlinder and Glenn Dorshimer also contributed to the furniture design. Norlinder, a Swedish designer based in London, designed the Replay™ cabinets, work stations, side table with storage, and the Replay™ sofa. Dorshimer, who is based in North Carolina, designed the Betty and Coach upholstery. Marie Thiman, Palliser’s Corporate Product Development and Design Manager, spoke about Palliser’s design strategy. Thiman outlined the design processes and tools now in place at Palliser and how Petersson had used them in fashioning the Replay™ collection. "Now is the ideal time for an emphasis on design," said Thiman, " interest in decorating is higher than it has ever been." Q-Club announced During the Replay™ launch, Tielmann announced the creation of the Q-Club. The club is exclusive to EQ3™ retailers with specific square footage dedicated to the EQ3™ gallery. Membership gives them preferential treatment regarding new EQ3™ product and regional exclusivity. Q-Clubbers will also benefit from high quality support materials from consumer catalogs to television ads and a members-only newsletter, as well as "hot buys" – exclusive furniture, accessory or lifestyle items with traffic-generating promotional appeal. EQ3™ Gallery success Tielmann also spoke about the success of the EQ3™ gallery program, which was introduced in April 2001 and has grown to 75 galleries in North America, Central America, South America, and Japan, with more slated to open this year. "EQ3™ is a very commercial product," said Tielmann. "Retailers who had perceived themselves as traditional are surprised with EQ3™’s performance when it hits the floor. Dealers who are reordering are reordering in large quantities." "The EQ3™ experience confirms that the customer segment with this taste preference is growing, and that the gallery approach is the statement needed to reach this consumer," Tielmann concluded.