Sauder Woodworking Takes Aim at Next Generation Consumers

Posted: 10/25/2013 3:58PM


HIGH POINT, NC — Sauder Woodworking Co. says it is refocusing its ready-to-assemble furniture business to serve a new generation of consumers.

Sauder’s new brand image features a modern, contemporary logo, colorful and stylish packaging, and a plan to redesign its digital platforms to give consumers a better online experience. The company also is revealing several modern pieces at High Point Market from Oct. 19 to 24, 2013, in High Point, N.C.

Consumers following Sauder on Facebook, Twitter, Pinterest and YouTube will see expanded style inspiration. Sauder says it will encourage popular bloggers to try new products, report on their experiences and offer insights into how to achieve certain style aesthetics.

“My grandfather started Sauder Woodworking with the recognition that people deserve quality, stylish furniture at a price they can afford,” says Kevin Sauder, CEO of the 80-year-old, family run. “This has never been truer than with today’s younger generation that is coming of age during tight economic times.”

Sauder already had expanded its product lineup with the spring premiere of its Soft Modern Collection, 35 bedroom, occasional, dining and storage pieces in a mix of materials and finish options, including Pale Oak, Fine Walnut, Salt Oak, black, white, yellow, gray and orange. Many of the Soft  are designed to accommodate technology, including streamlined desks for laptop and tablet use.

“The new pieces in the Soft Modern and other collections are our contribution to today’s modern eclectic lifestyle,” says Mike Lambright, director of marketing at Sauder. “They showcase a fresh, contemporary style and are rolling out quickly. Five new products are moved into the production stream each week.” Retail pricing in the lines ranges from $89 to $329.


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