BEDFORD, Va. – Hooker Furnishings has simply rebranded Sam Moore to raised mirror the model’s growth from a mid-price-point accent chair producer to a full line upholstery useful resource within the upper-middle value tier. To underscore this transformation, the Sam Moore product line has been rebranded “HF Customized” to showcase the its broad portfolio of merchandise and elevated persona, in keeping with the corporate.
The rebranding initiative will make its debut on the spring 2023 High Point Market, and prospects will start receiving up to date retail and design gross sales supplies in early April.
“Because the Sam Moore enterprise continues to evolve, our new HF Customized model helps to vary the narrative with our prospects on the entrance finish of the gross sales course of,” mentioned Anne Smith, chief administrative officer and president of home upholstery for Hooker Furnishings. “This rebranding will assist remove among the stereotypes within the business which have ‘pigeon-holed’ the Sam Moore model as merely a chair useful resource. “
A division of Hooker Furnishings, the newly named HF Customized is a frontrunner in crafting high quality, fashion-forward customized upholstery with on-trend cloth choices, in keeping with the corporate. Along with accent chairs, the corporate produces an expansive line of sofas, sectionals, recliners and quite a lot of accent upholstery objects in additional than 20 multi-step finishes and 650 materials.
“The transfer additionally permits us to leverage the already sturdy shopper model recognition of Hooker Furnishings,” Smith added. “A real consumer-facing model, ranked among the many prime furnishings manufacturers searched on-line by main engines like google, this new lifestyle-focused branding strategy that ties into the Hooker Furnishings moniker will assist us elevate the perceived worth of this in depth and premier product line.”
Smith indicated that with Hooker Furnishing’s transfer to a brand new showroom, the corporate can current the refreshed branding to new consumers and present prospects.
The corporate plans on retaining the Sam Moore title as a enterprise unit of Hooker Furnishings, and the manufacturing facility in Bedford will proceed to construct designer-inspired, high-quality merchandise for the HF Customized model, in addition to contract-specific upholstery merchandise for the corporate’s H Contract division.
“Sam Moore has deep roots within the furnishings business and is a long-standing and well-respected employer and member of the Bedford group,” mentioned Smith. “From an operational standpoint, this initiative is not going to disrupt any of our present processes, whereas additionally positioning us for progress with a consumer-centric model title that can attain extra customers and extra precisely mirror the wide selection of merchandise that we provide.”
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