THEODORE ALEXANDER EXPANDS ECLECTIC APPROACH WITH MOVE INTO LIFESTYLE BEDROOMS
Luxury furniture maker’s significant move addresses style trend
October 11, 2011, High Point, N.C. – Luxury furniture maker Theodore Alexander is expanding into the bedroom category this Market to address the way consumers shop for bedroom furniture today.
According to Harvey Dondero, chief executive officer, given the trend toward eclectic decorating styles, Theodore Alexander’s new bedroom collections are comprised of exquisite, individual items that appear to have been collected or acquired over time.
“While designed to complement each other and work together, each piece in these bedroom collections also stands on its own,” Dondero says. “This approach addresses the needs of retailers by simplifying the merchandising process, and enables consumers to create a look that is unique to each individual. Consumers at this level want their rooms to appear as though they have spent a great deal of time searching for the perfect piece, something extraordinary they found on a trip abroad, for example.”
Theodore Alexander has built its reputation on producing such one-of-a-kind furnishings. While the company has long included beds in its successful business model, this is the first time beds will figure in complete bedroom collections.
The collections, which combine different shapes, finishes and materials, are marked by the kind of sophistication, quality and unique point of view that have come to define the luxury brand. Among these are exotic veneers like Argentinean Walnut and figured ofram and anegre, crocodile-embossed leathers, and details like custom-forged hardware created in the company’s own foundries.
Show-stopping looks this Market include the Shrewsbury collection, which features an Argentinean Walnut checkerboard veneered bed, with an arched, serpentine headboard. Correlating pieces in the collection include the Shrewsbury Beidermeier Floor Mirror inspired by a Biedermeier original, and a serpentine-lined chest of drawers with woven rattan paneling.
In all, the new bedroom selections are comprised of six distinctive lifestyles integrating a variety of design options. They will be displayed on either side of a grand colonnade in the company’s new showroom opening this Market.