Envision Furniture

Looking to capture a new demographic, Hooker furniture just launched the Envision brand. This moderately priced line of case goods is aimed at furniture shoppers aged 24 through 44. This new offering will retail at least 25% less than Hooker's current offerings, and have styles ranging from transitional to urban contemporary.

Envision Furniture: Finding New Markets

Envision is a big new idea for Hooker. The nationwide furniture manufacturer used to focus solely on consumers over 40 with incomes approaching six figures. The price reduction and more aggressive styling of Envision furniture makes it a clear choice for twenty and thirty-somethings who are either moving into their first homes or nestling into rental properties. The Envision furniture is scaled slightly smaller than typical Hooker line, and many pieces feature hidden storage.

While diversifying your product line may seem like a scary investment in these tough times, it seems that the Envision line will help the parent company claim a new segment of the market, and increase brand familiarity when their young customers buy furniture for future residences. In addition, these pieces are available at great price points, making them a viable choice for consumers that are now incapable of buying high-end furniture. Complete bedroom sets from the Envision furniture line are retailing at $1900 and below, a hard deal for many consumers to pass up.

In addition to the direct effects of the new Envision furniture line, this move will allow their standard furniture line to specialize in high end features. By June 2009, Hooker furniture, with the help of the Envision furniture line, will be poised to be a one-stop buying solution.