Furniture Today Article: Case good supplier’s new chair display fixture helps retailers maximize floor space

LAS VEGAS – Solid wood case goods manufacturer Fusion Designs aims to help retailers maximize their floor space with a new store fixture to hold the company’s dining chairs.

At 5 feet wide, the fixture can display six dining or bar chairs in multiple configurations and styles. The two-platformed display holds three chairs on each level, with built-in lighting underneath.

“Our goal in creating the new display is to help dealers maximize their floor space and increase dollars-per-square-foot by showing their customers just how easy it is to customize a look,” said Marcus Bontrager, president of Fusion Designs. “We’ve had a number of dealers request more bar chairs from us, and many don’t realize that almost all of our dining chair designs are also available as either stationary or swivel bar-height chairs. With the addition of our gas-lift system, many of our dining chairs are even available as desk chairs.”

At the upcoming Las Vegas Market, Jan. 28-Feb. 1, Fusion Designs will offer the chair display free to retailers as part of a show special, with the purchase of six chairs.

The company says the display allows store shoppers to mix-and-match tables and chairs and get a physical feel for as many chair designs as they like before making a purchase decision.

“We wanted to make it easy for shoppers to try our chairs,” the executive said, “so that they can experience the comfort and quality for which we are known. At our price point, shoppers really aren’t interested in purchasing out of a catalog or from a website. They want to know how a chair sits, and we want them to experience the ergonomics that steam bending and lumbar support actually provide.”

Fusion says all its chairs are 100% solid hardwood and crafted in the U.S. using mortise and tenon joinery, corner blocks and steam-bent backs that include lumbar supports for comfort and durability. Dining and bar chairs range from $250 to $550 depending on the specific design. They ship to dealers fully assembled.

“Pre-assembly is important,” Bontrager said, “because in addition to the high potential for failure associated with imported chairs, which are usually only bolted together, imported chairs typically ship to a retailer unassembled. This means store personnel have to assemble them before they can be displayed.”

The company will exhibit in Las Vegas at its first permanent showroom in the city. The 2,400-square-foot space allows the company to show its full breadth of product.

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