Sauder goes whole home.
The ever-increasing sophistication of digital imaging technology is allowing RTA giant Sauder Woodworking Co. to go more deeply into the category of "whole home" collections that include dining, bedroom, kitchen and occasional as well as home office and entertainment. In these collections, imported wood pieces are paired with domestically produced paper laminates, and often, it's almost impossible to tell which is which.
In its Soft Modern Collection, Sauder creates laminate furniture that feels like wood to the touch. The "grain" even creates shadows when viewed sideways. This is because creators of laminates are getting much better at matching the texture to the visual design, says Marketing Director Mike Lambright.
Coordination is the term used for the mix of laminates and wood shown in the new collections and additions to existing collections at the High Point Market. "Matchy-matchy is not the trend," Lambright says.
And while the company's new collections delve into other rooms, entertainment is still a big category, with one tiered showroom display illustrating the sizes of entertainment centers available in the Carson Forge collection. And in home office, Sauder is hedging its bets. Though many customers have gone to laptops and iPads and no longer need computer desks with storage capacity, there are others who still want them, Lam-bright says. The company still provides desk and deck combinations for these, but it's also making writing tables and what may be the smallest home office yet, a coffee table with a lift top that can be pulled up and out to support books, laptops and the like.
Read more from High Point at WoodworkingNetwork.com