As published in Home Furnishings Business
Friday, October 15, 2010 – Palliser, one of North America’s leading furniture manufacturers, will unveil a new showroom design for the 2010 October High Point Furnishings Market. The new showroom layout is just one component in the rebranding effort for Palliser. Historically, the company has operated under a product-focused approach. Now, the brand moves to a more lifestyle-focused strategy titled, “My Home, My Style, My Way.”
“We want our customers to feel the inspiration behind the design of our products,” said Cary Benson, President, Sales and Marketing, Palliser Furniture. “We’re still all about quality, value and service, and always will be, but we want our customers to be able to select product beyond color and leather grade. We want them to be able to choose the lifestyle that fits their existence.”
“My Home, My Style, My Way” campaign uses compelling, black and white photography to convey three different lifestyles: Metro, Suburban and Retreat. The Each lifestyle appeals to a different target customer. The “metro” lifestyle is reminiscent of a bachelor, living in the city. Product focuses on clean lines and contemporary styles. While the “suburban” lifestyle area offers a more simplistic, lived-in experience and evokes feelings of family life. These products are more transitional in design and organic in style. Finally, the “retreat” lifestyle is more relaxed and weathered, as if perfected over time coupled with an escape from reality. There’s an easy-going, yet refined mood associated with the product.
The entire campaign is associated with the core values of Palliser: integrity, heritage of faith, respect for the environment, and support for its community along with excellence in service, customer value and design. Thus, Palliser is able tell its story, appeal to different tastes and promise quality product that is made in North America and delivered on time, how the consumer wants it. Ultimately, the rebranding effort in the High Point showroom will extend to the retail level. Retail galleries will be outfitted with branding panels and screens, communicating lifestyle stories with visual imagery.
“This market is really important for us. We really want to show our customers that we’ve invested in the brand and have made a commitment to moving it forward,” said Benson. “We’re also committed to our showroom here in High Point. We’re here to stay.”
The building in which the Palliser showroom is located, 220 Elm, was built and is owned and operated by Palliser and its President and CEO, Art DeFehr. Home to over 70 exhibitors, the building offers a wide range of styles and designs to its customers. Additionally, the clean, minimalist lines are an expression of Palliser’s passion for design and Art’s personal style.
The rebranding campaign, along with the showroom design was created by Palliser in cooperation with Martin Roberts Design, who Benson acknowledges as key to the concept. Martin Roberts Design is an award-winning team of retail consultants, architects, interior designers, and graphic designers whose unique expertise in both the science and art of retailing has placed them at the forefront of the retail design industry.
Palliser Furniture, founded by Abram Albert DeFehr in 1946, is one of North America’s leading upholstery manufacturers. It produces an extensive product line including sofas, loveseats, sofabeds, recliners and occasional chairs. With facilities in Canada, the United States, Mexico and Asia, the company employs 2,500 people. Strategic manufacturing plants allow for efficient service and delivery to any location in the world. As a leader in North American Design, product innovation and extensive options in leather grade, color and application inspire personalized selection. Palliser commits to values of integrity, heritage of faith, respect for the environment, and support for its community along with excellence in service, customer value and design. Palliser is headquartered in Winnipeg, Manitoba Canada, with a showroom in the High Point, NC.