Cresent Fine Furniture To Introduce Eco-Friendly Line In High Point

Furniture World Magazine

In celebration of its 60th Anniversary, Cresent Fine Furniture announced that it will introduce a line of solid wood bedroom furniture at the Fall High Point Market to address the growing market for high-quality, environmentally-friendly home furnishings. The new line, called Cresent Classics, will feature sustainably forested solid American Cherry and Maple hardwoods in three lifestyle segments: Modern Traditional, Casual Living and Modern Shaker. “We are responding to the increasing demand for better and safer furnishings from eco-conscious consumers,” said Richard Tomkins, director of sales and marketing for the third-generation family owned business. “As a founding member of the Sustainable Furniture Council, Cresent is committed to reducing our environmental impact in every aspect of our business” Tomkins added. Cresent employs a number of conservation practices in its production and distribution facilities and has been an early adopter of environmentally friendly finishes and packaging. The company is currently conducting life cycle analyses of all its processes and has a commitment to continuous improvement. Cresent Classics evolved as a direct result of this commitment. Jody Condra, director of product development elaborated on the details of the new line. “Much of what is sold in today’s marketplace will be junked within five years—we call it “throw-away furniture”—constructed primarily of particle board, resins, and using poor construction techniques. We believe that given the option, consumers will make sensible buying decisions focused on long-term quality and sustainability—why spend your hard earned money to buy something that is made of things you don’t understand and that will inevitably end up in our ever-shrinking landfills? “Cresent Classics is new, but it is not a new way of thinking,” Condra continued. “It is a continuation of the ethos that led our parents’ and grandparents’ generations to look toward solid wood, high quality furnishings as their first choice. When you buy solid wood, you know what you are buying— solid wood is our only truly renewable furniture resource, unlike metal, plastic, resins etc.—and it is a long term investment in reducing consumption, because it can be easily repaired and refinished over time, unlike particleboard-based veneered furniture. We believe that there is a growing segment of the American marketplace that, contrary to what too many in our industry think, do not use price as their primary decision factor. They want high-quality, well-styled furniture that is sustainably produced and health-conscious, without the excessive formaldehyde and other emissions that can come from poorly manufactured particleboard. We believe that by giving them these features at a price that is competitive with lesser products, consumers will make the choice for Cresent Classics.” Cresent Classics marries time-tested solid wood construction techniques—like mortise and tenon and double doweled joinery, full floating construction, wood-framed dustproofing, and solid wood drawersides with full English dovetails—with modern conveniences such as European undermount soft-closing drawer slides, dressers that accommodate LCD screens with drop-front drawers for AV components, and nightstands wired with power access for charging cell phones, Ipods, and the like. “By replicating the features found in premium kitchens,” said Tomkins, “we will appeal to those consumers that appreciate and seek out quality.” The eco-conscious consumer is eager to learn about the materials and processes used to make the products they buy. In order to facilitate the sales process at the retail level, Cresent has developed point of sale educational materials on Green Design, Sustainable Practices and the key attributes of the Cresent Classics line. To celebrate the launch of Cresent Classics and the company’s 60th Anniverary, Cresent is hosting a Market Kickoff Party in their Hamilton Square showroom on Monday, October 1 at 5pm. The party will feature wines from U.S. vintners and gourmet hors d’ouvres.