Flexsteel launches the first collection of solid wood home furniture


DUBUQUE, Iowa – The launch of Chevron, a comprehensive home furniture collection, marks Flexsteel’s first entry into the solid wood business, the home furniture giant said. Set to debut at the High Point Market in October, Chevron includes bedroom, dining, accent, and home office furniture.

“Historically, we first launch a bedroom group and then build on its success over time with the addition of correlated dining and home office collections in the following markets,” said said Tim Newlin, vice president of product management. “Our goal with Chevron is to make it easier for retailers to have a major impact on their floors, refreshing their assortment with pieces that work consistently throughout the home. At the same time, feedback from our dealers over the past year and a half has made it clear that consumers are now looking for better quality products across the board, and we know they equate solid wood with higher quality. .

Constructed of solid pine and featuring subtle V-shaped detailing, Chevron is available in a choice of two finishes, Stone and Ebony. “The key to Chevron’s appeal was to bring the beauty of organic materials to life with low-sheen finishes,” Newlin said.

In the bedroom category, “All cabinet tops feature a chevron design, which adds visual interest while keeping the drawer fronts clean and simple,” Newlin described. “The bedside tables also have power and USB ports on the back for added function. “

Dining options play on consumers’ desire for less formal spaces with many options, and in particular, smaller solutions. “In the past we have largely focused on very traditional looks with leaf extensions, but the goal here was to create a more relaxed collection that matches the way we live today,” Newlin said.

“Trend-wise,” he added, “we find that consumers love to mix design cues and style stories, classic and contemporary, modern and traditional, as well as high contrast looks with dark tables. and clear seats, or vice versa. Chevron solves that problem with several styles of chairs, a bench option, and thicker table tops that accentuate the rustic and natural appeal. “Of course, we have integrated the power into the serving buffet for more functionality and ease when entertaining,” he added.

Dining sets are available in a five-piece group with a round table and a seven-piece group with a rectangular table.

“We’re really excited about the new occasional bands because we believe the affordable solid wood option will be unique to us in the market,” he said. “Also, having the right scale was very important as we wanted to make sure that the occasional Chevron pieces would work well with our basic seating in apartments and condos, as well as in larger suburban homes. “

In the home office category, Newlin said the design team set out to create an offering to suit those who don’t have large, dedicated home office spaces. “It became evident that, as more and more people worked remotely during the pandemic, not everyone had an empty spare bedroom that they could easily convert,” he said. “So too many people ended up working at their kitchen tables and had back pain as a result. Additionally, we know that many parents who are also homeschooled want to keep an eye on their students while they are working. Chevron is designed to meet these needs, with desks that can be stored virtually anywhere in a home, up to and including a hallway.

“Most importantly, in designing Chevron, we wanted to solve the ergonomic issues that consumers face,” he continued. “We have found that many desks currently on the market include storage space underneath that prevents good knee room. And, unlike commercial office furniture, you sit too low or too high to type easily or view your monitor without straining your neck and shoulders.

Consumers can arrange their desks up or down, customizing the setup to their needs with movable storage elements that work for right or left handed users, and everything to be ergonomic.

Based in Dubuque, Iowa, Flexsteel Industries is ranked 28 on the FDMC 300, a list of the largest manufacturers of wood products in North America.


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