West Bros adds new collection, showroom at HPM
HANOVER, Ontario – West Bros. Furniture, the solid wood specialist based here, will move into a showroom and introduce a new collection from design Blake Tovin when the spring edition of the High Point Market opens this Saturday (14 April).
Tovin also designed West Bros.’ portion of the new showroom – located in the newly renovated 200 Steele building – that it shares with Lazar, the high-end upholstery producer based in Siler City, North Carolina.
The Nyack, New York-based Tovin said the new showroom will continue “the pared-down, sophisticated presentation” first introduced in their old showroom – which was in the International Home Furnishings Center (IHFC) – has will have a ‘wow’ factor that make it a definite destination for retailers attending the spring market, who will see it as more of a fine art gallery than furniture showroom. “The focus this market is on peeling away extraneous elements to spotlight the clean and modern sensibility of the new West Bros. collections and highlight the beauty and craftsmanship of all West Bros. products,” Tovin said.
Front and centre in the new space will be Braxton, the latest collection designed by Tovin for West Bros., which he said follows the family owned-and-operated manufacturer’s tradition of modern design with an emphasis on natural materials and craftsmanship. Braxton employs strong geometric case fronts with deep reveals that emphasise the separation between the cases and drawer fronts as well as headboard panels and frames.
The canted legs add a whimsical touch to complete the look. The collection includes a high wood headboard with the option to do upholstery with a modern tufted version as well as rich brown or natural finish options to enhance and beautify the rich wood grain. West Bros have always been known for the impeccable finishes that really show the quality of North American made product. The new designs are aimed at urban customers yearning for quality contemporary design with a North American aesthetic.
“We continue to fill the need and desire in the marketplace for domestically produced, high-quality contemporary and transitional products,” company founder and president Paul West said, adding, when paired with Tovin’s hip, clean-lined design, the result is beautifully executed solid wood group with a high-end look that allows the consumer to immediately discern its obvious quality.
“Unlike the products coming in from off-shore, where they generally don’t do contemporary because there’s no ornamentation to camouflage flaws, the caliber of our construction and finishing techniques ensure we have nothing to hide,” West said.
“Consumers today have a growing awareness of, and tremendous interest in great design,” adds Samantha Mund, who leads the company’s sales and marketing efforts. “Our social media followers are designers and design conscience people that are much more sophisticated and fashion-driven in the upper middle of the market where we play. They seek experience, excitement and furnishings that reflect their individuality. And they are clearly demonstrating to our industry that they are bored by lacklustre, traditional furniture presentations.”
“In today’s highly competitive marketplace, you have to have a very clear vision of who you are and your point of differentiation,” Tovin said. “At West Bros., that translates into beautifully crafted, contemporary solid wood furniture collections for bedroom, dining room, occasional and entertainment that are comprised of designs that just can’t be found anywhere else.”
The spring edition of the High Point Market runs from 14 to 18 April.