Jamestown, NY - BBF, the commercial furniture division of Bush Industries, Inc., a leading manufacturer of quality, affordable furnishing solutions for work and home, has announced that in conjunction with the June opening of their new showroom at the Merchandise Mart for NeoCon 2012, they will also be introducing a new product line, “Realize™”, flexible, modular casegoods with a clean, timeless aesthetic. In an effort to continue to uniquely serve the needs of the transaction market for commercial office furniture, the product was designed and priced to fit easily within the comprehensive business model BBF has refined over the past 10 years. Introducing Realize™ at this time, reinforces BBF’s commitment to providing solutions to the rapidly growing customer base for transactional sales while understanding the challenges faced on the corporate level to effectively service remote locations, branch and satellite offices, field locations, and work at home programs.

“Very often, in transactional situations, customers are forced to compromise when choosing furniture for their offices,” said Mike Chefalo, Vice President of Product Development. “Our focus when creating Realize was to provide them with a product range that is smart, easy to specify, flexible enough to meet a broad range of customer needs and elegant enough to look good wherever work is getting done. The product is 100% non-handed and completely reconfigurable, providing for mistake free ordering and an investment that can adapt to the changing needs of our customers.”

Realize™ was designed by Bush Director of Design, Joe Ruedinger. “My goal was to leverage the strengths we have in the manufacturing and logistics arena, while keeping in mind the end user’s desire for contemporary, refined lines that will endure the test of time, “ said Ruedinger. “With unhanded components, 3 diverse finish options, (Mocha Cherry, Modern Cherry and Natural Maple), and understated nickel hardware, we feel Realize™ will have a broad based appeal and deliver a smarter approach to the market.”

Bush Industries will showcase Realize™ and their capability to produce products and services that serve the needs of transactional furniture market during NeoCon June 11-13, 2012. There will be an open house brunch on Tuesday morning, June 12th from 9 to 11 AM.

Source: BBF and Bush Industries, Inc.