HIGH POINT – While many Amish companies have the word “Amish” front and center of their marketing and directly in their names (see Simply Amish and Daniel’s Amish), Mavin wants to distance itself from the term.
“The Amish story is great, and people do connect it with high craftsmanship and American-made,” said David Wallace, sales manager. “But they also think of it as the furniture of yesteryear. We really want to highlight all we’ve done in going after looks and styles that aren’t typically Amish,” he continued, noting one of the company’s main goals this market is to show buyers the true depth of its styles.
Some of those looks are coastal, contemporary and mid-century modern, the last of which applies to the company’s new Toulon bedroom. The four-piece collection, which features a king panel bed, armoire, nightstand and dresser with mirror, features solid oak construction with a two-tone finish.
Also new this market is the company’s expansion into the home office category, which follows an expansion into occasional last year. When asked if other categories are in the cards, the company said that it’s happy where it is now.
“We’re not thinking about upholstery yet,” said Wallace. “Outdoor is also harder because so much of it is poly-lumber, and we have lots of manufacturers around us doing it.”
Wallace said High Point Market was going well as of Saturday. At mid-morning, the company’s International Home Furnishings Center showroom was bustling with traffic.
“It’s our third market in this new space on the sixth floor,” said Wallace. “We moved here from the 11th (floor). Flexsteel also moved to the sixth floor recently, and Bernhardt is nearby.” Both, he said, drive traffic to the area, and many of Mavin’s buyers also buy from these companies, too.
Lastly, Wallace showed off the company’s new creation center, an online configurator that allows for extreme customization across all categories. Users can select inlay, species, finish, edge options and even how distressed they want their wood.
See Mavin at its IHFC showroom, space H-624.