Rockport in a Marsh Gray finish, Lineage Furniture’s current best-seller, is a sample of goods that will be joined by six new groups at the October market.
HIGH POINT — Domestic bedroom manufacturer Lineage Furniture is following up “a highly successful” inaugural High Point Market in June with six new groups for October in its 108 E. Martin Luther King Jr. Dr. showroom.
Longtime retail executive Chris Pelcher, president, founded Lineage earlier this year as a domestic alternative to imported goods faced with historically long lead times and high freight costs.
At market, Lineage’s six introductions will be complemented by best sellers from the spring show. The entirely domestic master bedroom line at facilities in Ohio and Vermont features solid wood and veneer construction, oversized beds and case pieces, English dovetail drawers, high-quality full-extension drawer glides and Lineage’s Flex Finishing program.
“We are keeping to our strategy by continuing to crank out proven best sellers with exceptional perceived value,” Pelcher said. “Like the rest of the line, there is no guessing whether or not these new groups will be successful at retail.”
He added that Top 100 retailers jumped on the program right out the gate.
“I’m honored these folks understood our value proposition and saw the vision during these truly unprecedented times of supply chain insecurity,” Pelcher said.
Lineage has positioned itself as an option for a residential furniture industry that continues to see major disruptions throughout its supply chain with skyrocketing container rates, ongoing surcharges, 30-plus week lead times and full pandemic-related shutdowns in major source countries.
Those issues have created uncertainty among import-dependent retailers in predicting when their product will arrive for their sold customers or what their net margins will be.
“The product that these retailers are flowing now and waiting for was never designed to accommodate a freight load of $20,000 for a container,” Pelcher said. “These products were built with container rates in mind between $3,000 to $4,000.
“The retailer is faced with a choice,” he continued, “raise prices to a point where the product is no longer a value and doesn’t make sense to the consumer, or don’t keep pace with the current freight rates and lose a ton of money in margin. It’s daunting.”
Pelcher believes his company is part of the solution with strong product that produces and ships in 10 weeks or less.
He said Lineage’s market invitation says it all: “Proven winners. Predictable Lead Times. Predictable Margins. No Containers. No Shutdowns. No Stress.”