Bush taking whole-room approach
By Gary James -- Furniture Today, November 12, 2001
High Point — Seeking to provide retailers with a one-stop-shopping source for a variety of key wood categories, ready-to-assemble furniture major Bush Inds. took more of a "whole-room" approach to introductions at last month's furniture market here.
"We introduced pieces in several popular product families to give our customers more options," said Greg Bush, president of the Bush Furniture division. "By offering a more diverse selection of coordinating products, our consumers will have the ability to create an affordable, stylish and consistent look through the entire home."
The new approach involved five of the company's collections: Birmingham, traditionally styled, with a cherry finish; Citizen, transitionally styled oak; Horizon, casual contemporary with a European twist, in maple; New Generations, in maple; and Stratos, contemporary, in an oak or cherry finish.
Among the pieces Bush added to each of these collections were occasional tables and bedroom.
"In the past, we tended to view entertainment and office as our core categories," said John Ledek, vice president of merchandising. "While we also had other pieces in some groups, we weren't consistent with our offerings. Now we're giving retailers a full selection of items in our most popular styles across all key categories."
Bush has all of its new products in stock for immediate delivery, Ledek said. "Everything is ready to go for those dealers looking to freshen up their floors for the fall season."
| Bush's Citizen collection has been expanded with three occasional tables featuring a durable melamine top. |
