Classic Home has increased its footprint in showrooms across the United States (High Point Market, Las Vegas, Atlanta and Dallas) to support the company’s expansive growth and evolution as a whole-home resource.
“We‘re moving to be a premier lifestyle home furnishings resource in the industry,” said Chris Miller, Senior Vice President of Business Strategy.
Classic Home’s long-term goal and advancement into the complete lifestyle brand space began with rugs and has naturally progressed to a comprehensive home furnishings brand, with furniture, textiles, lighting, rugs, art and outdoor products. This strategy has worked for the company, and it has been a natural progression into these product extensions.
The latest additions to the Classic Home family include wall art and the acquisition of upholstery manufacturer Braxton Culler, further positioning this company as a leader when it comes to designing the complete home experience. “Our vision is to create an elevated and uplifting environment where you feel at home,” says Harpal Singh, CEO and Owner.
Creating A Lifestyle Focus
Singh had the foresight early on to expand the business, and “in creating that lifestyle focus, we knew we had to have the right infrastructure in place.” Singh owns several factories around the globe, allowing the company to control creative direction, manufacturing lead times and product quality.
In addition to developing these new collections, Classic Home has acquired upholstery manufacturer Braxton Culler and continues to embark on building its domestic operations. These initiatives allow Classic Home to have manufacturing and warehouse capabilities closer to home, with the aim of providing customers with better service and quality product.
“Owning our own factories and having a large textiles business has allowed us to round out our product offering and merchandise complete vignettes – ‘inspired spaces’ – creating an opportunity for customers to purchase an entire lifestyle, and translate that look directly onto their retail floor,” said Linda Minjares, Vice President of Textiles and Rugs.
Building upon the complete lifestyle approach, Classic Home introduced their new Santa Barbara and Comporta collections. “Many of our unique designs can stand alone or be brought together to complete an entire space as seen in our lifestyle vignettes,” said Executive Vice President of Furniture Marci Jones.
Looking Forward
Braxton Culler will retain its own identity as a custom upholstery manufacturer and will develop upholstery products for Classic Home, which are designed to be conveniently integrated into the lineup. Buyers will begin to see an influx of integrated upholstery furniture from this acquisition at the April 2022 High Point Market.
“Upholstery is really the most important ingredient; Buyers purchase more upholstery than any other category. We wanted to focus on growth in this category and make that a domestic opportunity,” Miller said.
Singh has ensured that Classic Home continues to evolve in a way that sets the company up to thrive now and in the future. Through its owned factories, the company has managed to keep product flowing throughout the pandemic, introducing hundreds of new products from textiles to wall art. The leadership at the company also continues to pay attention to opportunities that allow it to deliver in multiple categories, providing a comprehensive selection to a diverse customer base from large retailers, independent home furnishing retailers, designers and e-commerce.
“Being that whole home resource is the future of the business,” says Singh. With its most recent endeavors, Classic Home has proven to be that resource.
For more information, visit classichome.com.
