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Cantrex set to launch Allura brand of mattresses and furniture at TCHFM 2012 PDF Print E-mail
Written by Michael J. Knell   
MISSISSAUGA, Ontario (09 January 2012) - Believing independent retailers needs exclusive product to help differentiate themselves in a highly competitive retail environment, Cantrex will expand its Allura private label program to include mattresses, upholstery and case goods at this weekend's Canadian Home Furnishing Market (TCHFM).

Cantrex's first foray into private label was the launch at TCHFM 2011 of the Allura major appliance program. Manufactured by GE, the white goods collection is now being floored by all 37 members of the group's Appliance Expert banner as well as by approximately 50 other member stores.

In early December, Cantrex announced Allura appliances would also be offered by members of the Castle Building Centre Group, a buying group of some 240 independent hardware and building supplier retailers across the country.

"Our focus is to develop exclusive product for our members," said Pat Kelly, director of furniture networks and retail programs for Cantrex operations in Ontario, Western and Atlantic Canada, adding, "Because we know exclusive product helps the independent retailer compete in the marketplace."

In a market presentation themed For Your Eyes Only, Cantrex will unveil five stationary fabric upholstery frames augmented with a limited selection of motion upholstery in both leather and fabric. This will be accompanied by two master bedroom suites and two casual dining groups to be marketed under the Allura brand.

This sectional one of the pieces being offered in the Omni upholstery group set be unveiled as part of Cantrex's new Allura private label furniture program.

"We're going to cover all of the major style categories," Kelly said, adding all five of the stationary upholstery frames and one of the master bedroom groups will be manufactured in Canada. The leather, motion, other master bedroom and the two dining groups will be imported.

The stationary upholstery groups will each has a sofa, loveseat, chair and sectional and targeted at the $699 to $999 retail price points for a sofa. As these products will be made in Canada, Cantrex is able to offer those members picking-up the line to be replenished from an in-stock program with a quick ship component. It will also have a tag order component, which Kelly believes is vital for most independent retailers.

The designs for both the bedroom and dining programs will also be exclusive to Cantrex and targeted at the mid-range price points. The program's import component will be warehoused in Vancouver, allowing the group to supply members from stock.

Allura by Sealy

The mattress program, which will also be shown to members in its entirety for the first at TCHFM 2012, was developed in collaboration with Sealy Canada which is why it will be branded as Allura by Sealy. Cantrex has been testing the line in a few stores over the past several months.

The program is divided into four distinct collections covering all of the major price points and quality levels Cantrex believes consumers are currently demanding.

The opening price points are covered by what Cantrex is calling its ‘Foam Program' - basically a twin and a single full-size model, both made with a foam core designed to floor at retail price points of $199 and $299 respectively.

Both are intended for juvenile and guest room applications. Foam was chosen instead of low-end innersprings as the latter are "bouncy" and don't program a high quality feel at a low price. "Consumers who can only afford this price point will be thankful the retailer chose the comfort of solid foam over a ‘cheap' innerspring," Kelly believes.

Covering the $599 to $799 price points will be the four-unit ‘390 and 540 Collection' - all of which will be constructed using either Bonnell or VertiCoils. Some of covering will feature a knit fabric infused with aloe to enhance softness.

The use of continuous coil springs will be the quality feature of the ‘720 Collection' - which will cover the $899 to $1,099 price points. These beds will also feature deep layers of high density foam for added comfort coupled with either memory or latex foam.

The high-end of the program is a four-unit pocket coil collection which is also surrounded by a combination of memory and latex foams and covered in organic cotton at the $999 to $1,399 price points.

One interesting aspect of the Allura by Sealy program is that every model in the collection is named after a Canadian city such as Burnaby, Moncton, Lethbridge and Saskatoon. Each model is also constructed entirely of materials sourced in North America.

Competitive advantage

"In a price-driven environment, exclusivity gives the independent retailer the opportunity for margin - he simply can't be shopped," Kelly said.

"We've been very successful with the appliance program and we're getting a lot of traction with the mattress program," he continued, "so it just makes sense to it these ideas over into our furniture program."

TCHFM will open for its annual four-day at the International Centre here this coming Saturday (January 14). During the market, Cantrex will have a display in room Orion ‘A'.

Cantrex will unveil its Allura by Sealy private label mattress program at the Canadian Home Furnishing Market later this week. The program will cover all of the major price points from $199 to $1,399 with foam, continuous coil and pocket coil constructions.

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Picture of the Day
CNW Salvation donation (PD30Jul15)

Some 120 people from across the industry took part in the recent annual golf tournament hosted by Cantrex Nationwide at the Copper Creek Golf Course in Kleinberg, Ontario, just north of Toronto. As has become its usual practise the event benefits a local charity, in this case the Salvation Army. At right, Jeannine Ghaleb, CNW’s president and COO is seen presenting a cheque for $10,000 to the army’s Captain Rick Zelinsky.



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