Butler Registers It's Best High Point Market

Furniture World Magazine

Butler Specialty Co., offering America’s broadest line of accent furniture, enjoyed its best market ever at the most recent International Home Furnishings Market, the company reported. “Best market” is especially significant considering the Butler context. Halfway through its 75th year, the company has specialized in accent furniture longer than any other U.S. manufacturer and has earned double-digit sales increases during the past seven years. Out of all the orders written during and after market, 25 percent of them were attributed to first-time buyers, a significantly higher percentage than any previous market. This statistic underscores how a growing number of retailers are finding sales opportunities for Butler’s accent furniture. As the category leader, Butler began redefining accent furniture within the trade and for consumers at the October market in High Point. The company unveiled more than 100 products with innovative designs crafted from exotic materials; offered two new collections, Transitions and Metalworks; and introduced 12 finishes, stretching its lineup to more than 800 items – by far the industry’s largest selection of accent furniture. “The market results are in and very positive,” said Dan Sumner, vice president of sales and marketing. I lost count of the number of customers who told us after shopping our expanded High Point showroom that this is a hot line. ‘This is what we need to see,’ we heard from buyer after buyer.” The response to virtually all 25 pieces in the new Transitions collection was especially gratifying, Sumner said, because with it Butler offered retailers what they had been asking for – accent furniture featuring transitional and contemporary design. Virtually every piece complements traditional and contemporary decors. “Retailers and designers thanked us for filling this void,” he said. “Many of our best customers predicted their customers would eat it up. Their orders reflected their confidence in significant pent-up demand for accent furniture with more contemporary style. The #871-40 Fluted Console Cabinet, photo attached, exemplifies the graceful designs in this collection.         Orders were also strong for Butler’s new hand-painted pieces – all in the Artists’ Originals collection. More than half of the new products were hand painted, an area the company already dominates and plans to own. With these introductions, Butler has more hand-painted products in more finishes, plus more hand-painted products in multiple finishes, than any other manufacturer. The new #674-46 Three-Drawer Console in the new Parisian Stripe finish, photo attached, was the market’s bestseller. Many Butler customers, especially those who have done business for many years with the company, applauded the number of new products at extremely competitive price points. Among the market’s top sellers was Plantation Cherry collection’s #516-24 Cocktail Table, photo attached, which was selected “Best of Show” by a leading trade publication.  “While we have added larger and more expensive products in recent years with wholesale prices ranging from $50 to $1,800,” Sumner said, “it’s important to note that Butler offers 39 percent more products under $300 today than it did four years ago. Obviously, we are serious about offering new ways for retailers to expand business. 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 furniture. It has emerged over the past seven years as the world's fastest-growing producer in this category. More than 800 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. Typically, 70 percent of the line is in stock in Chicago and shipped within two weeks.