Butler Sales Break Record In High Point

Furniture World Magazine

Butler Specialty Co., offering America’s broadest line of accent furniture, broke its International Home Furnishings Market sales record last month after introducing more than 100 new products with the most innovative designs in the most exotic materials and distinctive finishes in the company’s 74-year history. Perhaps even more significant for a company that has earned double-digit growth during each of the past seven years, Butler emerged at the High Point show as a major supplier to more upscale furniture stores. For the first time the company introduced products carrying retail prices over $2,000. Four pieces eclipsed that price point, and one of them emerged as the market’s top revenue producer – the 775-60 Secretary (attached) in the Artists’ Originals collection carrying a $2,499 suggested retail price. “The April High Point market served up a resounding endorsement of Butler’s commitment to bring accent furniture to the marketplace that doubles as art while creating brightest spots for every room in the home,” said Dan Sumner, vice president of sales and marketing. “We pushed the design and price point envelope this time, and it paid off big. We went to High Point with high expectations, and we weren’t disappointed.” Since 1996, Butler has grown from its core business in smaller, more affordable accent pieces in its popular Plantation Cherry collection into a much more diverse line with such collections as Artists’ Originals, Heritage, Connoisseur’s and Masterpiece. Building on momentum established by these collections, the company introduced Designer’s Edge in April. The new collection featured 20 of Butler’s boldest designs crafted in inspired combinations of seashells, bacbac rope, hand-hammered copper, bamboo, cogon flowers and coconut shell. (#208-35 Accent Chair attached.) It’s worth noting that Butler, assuming a leadership mantle, did all of this in a fledgling product category – accent – that has traditionally been conservative in design, despite what it’s name implies. “We believe if you always do what you have always done, then you will always get what you have always got,” Sumner said. “If you want a dramatically different result, you have to make a dramatic change. We are offering retailers and designers an opportunity to do something very different.” Other High Point highlights: -Artists’ Originals, Butler’s authentic hand-painted collection, featuring the new Springtime and Imperial Red finishes (#362-83 Accent Table attached), accounted for a third of the sales. “This was just absolutely huge,” Sumner said. -Benches, benches and more benches sold well across collections in an array of styles and price points (#284-11 English Settee attached). -Butler’s entrée into entertainment centers was well received. Both pieces leaned toward a lighter, airy accent design and away from the typical big, boxy case goods style (#851-90 attached). -Butler’s first tabletop jewelry boxes were also well received, prompting a decision to expand offerings in this category at the next High Point market. “As you can see, we are serious about offering new ways for retailers to expand business,” Sumner said. “I know of no other accent producer offering such diversity. Only Butler is committed to being this unique. Retailers definitely applauded our efforts in High Point.” Founded in 1930 in Chicago, Butler focuses 100 percent of its design, manufacturing, distribution, customer service and marketing resources on accent/occasional furniture. It has emerged over the past seven years as the world's fastest-growing producer in this category. More than 700 products include chests, tables, benches, chairs, game tables, console cabinets, secretaries, wardrobes, bars, entertainment centers, fireplace screens, desks, pedestals, mirrors and globes – all designed to be brightest spots in rooms throughout the home. They are crafted from solid woods and veneers with exquisite inlays, marquetry and fossil stone. Many pieces feature authentic hand painting. Typically, 70 percent of the line is in stock in Chicago and shipped within two weeks.