With 250 SKUs, the new Creations brand debuts this April. Shown here is the Kandara credenza.
HIGH POINT – Case goods supplier HH2 Home will launch Creations, a new brand based on the former offering of accent specialist Coast-to-Coast, which went out of business last year. The brand will debut this April High Point Market with 250 items spanning chests, cabinets, consoles, tables, beds, chairs and other pieces.
“We saw an opportunity to create an exciting new accent furniture business based on the disruption in the marketplace created by the exit of a key supplier last summer, Coast-to-Coast,” said Lee Boone, HH2 CEO. “Retailers were left with unfilled orders and factories were struggling with unpaid invoices. A key segment of the supply chain for mid-priced accent items had collapsed. We stepped in and invested millions of dollars to stabilize the factories and keep inventory flowing to retailers.”
Boone told Furniture Today that Green River, the Southeast Asian owner of HH2 as of last year, looked at buying Coast-to-Coast outright but found there was nothing to buy.
“There was nothing but debt,” he said. “So rather than buying them, we went to the factories that were supplying them and found they were desperate for payment. We basically made them whole and said ship the product to us. There was no intellectual property in what Coast-to-Coast was doing. No patents. We were able to take over the shipments from Coast-to-Coast and flow them through our warehouses.”
Mid-priced accent items formed the core of Coast-to-Coast and also will form the core of the new Creations brand. But the brand aims to expand upward in quality and price. It will feature items that are “artisanal and expressive,” with more aspirational designs and materials, like live-edge.
“Of the 250 SKUs we’re showing this month, about half are ‘best-sellers’ already selling at retail, and the remaining are fresh new concepts,” Boone said.
Creations items are available to purchase from HH2’s Kentucky-based warehouse as well as via direct container at FOB prices. Most items are already in stock and flowing now. Retailers can purchase the same items they were buying before, as well as new pieces.
“We are already shipping these products to several major retailers that were buying them before. They recognize HH2 Home is highly stable platform for this business,” Boone added.
In addition to the Creations launch, HH2 Home will debut a remodeled showroom at the spring market at Center Point on Centennial, 401 S. Centennial St. The makeover, directed by Barbour Spangle Designs, aims to refresh the aesthetics of the previous look and organize product by category. There will be dedicated areas for the new Creations accents, as well as re-focused and updated bedroom and dining categories.
“We are approaching our design and merchandising with a ‘point of view’ that will speak to specific style trends that we intend to emphasize and be much easier to shop,” said Boone. “We believe our retail partners will discover our direction reflects the most promising style trends emerging in the commercial segment.”
The HH2 Home showroom space dedicated to e-commerce, mass merchant and Club sales channels is also receiving a remodel and will bring new focus to the company’s best-selling categories such as barstools, desks, beds and seating, as well as fresh new design concepts for special business customers.
One example is a new “hide-a-bed” console concept called Dream.
“This is essentially a fold-out bed hidden inside a case that is configurable in multiple styles and sizes, including cabinets, desks, tables and wardrobes,” Boone said. “It’s going to be the coolest new idea at market.” The concept retails at $999 and under.
HH2 was acquired last year by Green River Group, a Southeast Asian furniture manufacturer. Green River went on an acquisition spree in 2024, also buying Hawthorne Home, Vogue Home and Abbyson. Lee Boone leads HH2, Hawthorne and Vogue, while Green River Executive Vice President Angela Hsu leads Abbyson.
See also:
<