Brown Jordan’s Huntley modular sectional in its High Point showroom. (Spencer Musick/ Furniture Today)
HIGH POINT — Luxury outdoor furniture brand Brown Jordan is staying focused on the fundamentals of its brand identity as it wraps up a successful showing at the soon-to-conclude spring High Point Market.
Chief Brand Coordinator Steve Elton told Furniture Today that the company had some apprehension about the current business environment going into market, but those concerns appear to have been answered by strong buyer response across categories.
“We were a little concerned, especially on the residential side, about the impact of tariffs on consumer sentiment,” he said. “But what we’ve noticed is that the buyers who have come — both retail buyers and residential designers — are very positive. The designers have work; they have clients.”
Elton believes Brown Jordan operates in a part of the market where tariffs and costs are less of a concern.
“The word ‘tariffs,’ as it relates to this brand and this company, is something that no one has really asked about,” he said. “So we are just staying the course. We’re in the season, and the next two or three months are key to just stay focused and talk about our brand story.”
An expanding outdoor season, a trend that has gained steam over recent market cycles, is another factor Elton believes is working in the brand’s favor.
“The key is always, how far into the summer does the season push?” he said. “We’re an 80-year-old brand, and we’re having a wonderful season because we’ve introduced some really interesting new product and are being forward-thinking. So we just stay focused on doing everything we can as an organization to push through May and June and minimize any downside risks.”
Grady Prevette, sales representative for the Carolinas, said the collaboration with Kravet that launched this market has been a major draw for designers who prize customizability and are familiar with Kravet’s resources.
“With all the designers that know and use Kravet, we feel like that has helped,” he said. “And we’ve long been very involved in the design community on our own, so we’re pretty well connected there, and it’s a huge point of strength that I’ve seen in our sales this spring.”
One collection that has been a hit with design buyers, according to Prevette, is the Huntley modular seating line, which has pride of place in the main entrance of Brown Jordan’s showroom.
“Buyers like the nice large scale. Obviously, it leans a little more contemporary, and it’s a unique silhouette for the category,” he said. “It’s expensive, but that’s because we’re proud of it. It’s been really huge for us.”
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