HIGH POINT — Buyers looking for “new” have a floor-to-ceiling smorgasbord of product to choose from at Theodore Alexander this market.
Company officials said that five new case goods collections will be introduced for the fall market, along with new upholstery, lighting, rugs and accessories. The whole-home offering includes a variety of price points, as well as traditional and contemporary styles.
As part of the new case goods introductions, Theodore Alexander is adding to the Althorp collection, a longstanding partnership with Lord Charles Spencer that represents the historical interiors of the Spencer family’s 500-year-old English estate, Althorp. The remaining four collections feature a more contemporary aesthetic described by company officials as “clean lines, a refined modern feel and details that include subtle walnut inlays, original custom hardware and leather finishes.”
- The Loa collection features items made of oak with subtle walnut inlays of organic-shaped monstera leaves. The bedroom, living room and dining room designs are offered in a dark Reef finish and a light Conch finish with abstract leaf pulls original to Theodore Alexander.
- Urbane is made of wire-brushed pine, showcasing legs designed to create a floating appearance, complemented by long, slender hardware inspired by the texture of lizard skin. The collection debuts in two finishes: Campfire and Sundew.
- The Torino collection highlights modern style and is made of walnut with integrated wood hardware. The Maduro finished walnut also is offered with a blended leather surface in Rivoli brown or Savoy gray.
- The Althorp Living History collection expands upon its classic style with the use of figured walnut, offered in a rich Heirloom finish with classic brass hardware.
- A capsule collection, Spencer St. James is made of oak and adorned with crocodile embossed leather. Available in a light Argento finish or a dark Onyx finish, the collection includes occasional tables and a low-profile bar.
To complement the case goods introductions, Theodore Alexander is introducing more than 40 new SKUs for upholstery, including Wycombe and Lancaster in the classic category style, Asciano in the coastal casual style and Spadari, a modern silhouette. New accent chairs include Aura, Hera, Mila, Vesta, Olympia and Amira, all characterized by leather stitch details, exposed solid wood and sophisticated curves. Retail price points range start at $2,499 and ship time for domestic upholstery items is six to eight weeks.
“Our seating story is so important to our brand as it allows us to reach customers who value both form and function in their living space,” said Robin Hoff, senior vice president of upholstery merchandising. “This direction gives Theodore Alexander an opportunity to blend contemporary styling alongside our classic offerings while ensuring that comfort is never compromised. You’ll see Theodore Alexander is also incorporating technology to allow our customers to visualize the furniture in their space prior to purchase on our configurator.
“To support our pillars of style and comfort, we’ve invested in re-branded marketing materials to present a more modern and stylish brand image. Our end game is to provide a cohesive and stylish product with an amazing seating experience within each of our upholstery brands.”
Theodore Alexander continues its product category expansion with the debut of Floored, the brand’s own line of rugs. The introduction will start with 52 styles in multiple colorways, offering quick-ship sizes and made-to-order custom sizing. Composed of wool and wool blends, the rug collection will feature hand construction techniques including flat weave, Axminster, hand-tufted, hand-loomed and hand-knotted, in both traditional and contemporary styles.
Officials noted that the Floored collection reinforces Theodore Alexander’s dedication to becoming a whole home supplier, adding that the lighting, accessories and art categories are expanding after a spring 2024 debut.
“Theodore Alexander is in a period of steady, healthy growth in multiple directions,” said Ed Teplitz, president of Theodore Alexander. “The brand is growing in product categories, style, and price points while ensuring our unmatched quality remains the top focus. Customers can expect to see our familiar, classically traditional and aspirational collections while also being introduced to new, contemporary, and versatile collections at a value-focused price point that is uncompromised in quality.
“We’re excited to be able to speak to both customers while also recognizing that the buyers of each are not mutually exclusive.”
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