Chris Pelcher rolls out Lineage Household furniture case goods line

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Longtime pieces of furniture executive Chris Pelcher looks to leverage more than 30 years of experience at significant retailers as he launches Lineage Furniture, a fresh case goods line, at June High Point Market.

Pelcher, past executive vice president, standard supervisor and chief merchandising officer for Skill Van, Wolf and Levin Household furniture, will debut Lineage with eight domestically made, all-wood master suite collections. The showroom, on the second flooring at 108-110 Martin Luther King Blvd. in Superior Point, will most probably June 3-8.

The bedrooms are built from American Appalachian hardwoods including maple, oak and birch. Wood queen beds (headboard-footboard and rails) will start at under $599 retail. Queen bed, dresser and mirror packages start under $1,499.

“The goal was to put the line at or around landed pricing for top end Vietnamese or Indonesian bedrooms and well under other U.S.-produced goods,” Pelcher said. “The big advantages with Lineage can be it’s manufactured in the U.S., and we've development availability for the quantities retailers need now.”

Five of the eight new teams should come out of Lineage’s New England production center, and three will come to be produced at a good plant found in Holmes County, Ohio, found in the center of Amish country.

“We’ll bring on a third factory located in Ohio, as well,” Pelcher said.

The Northeast goods will feature generous 66-by-40-inch dressers, 56- to 60-inch-huge headboards, contrasted English dovetail drawer boxes front and rear, German-made total extension side glides and a proprietary different mattress support system.

The products from the Midwest comprise the Lineage “Elite” software. These bedrooms each is hand-made by Amish and Mennonite craftsman. They incorporate all the features observed above, plus a collection of best-retailing special-order colors available.

In addition, Lineage will offer you what it calls “Flex Finishing,” that allows retailers to select from an array of water-based finishes for goods produced at all locations.

“Unlike product via Asia or somewhere else you are typically stuck with the finish they are providing,” Pelcher said. “What I want to supply the retailer are choices. Lineage allows them excellent tune their stocking plan with finishes certain to the retailer.”

“The Northeast and Midwest have extended legacies of high-quality furniture craftsmanship. We are leaning into that,” Pelcher said. “It’s a privilege in order to utilize the talent and information that reside in our own country.”

In addition to a lot more than three decades in furniture retail, Pelcher has 20-plus years of domestic and overseas item development experience that provide him confidence selecting American-built bedroom goods is on-trend, timeless and can appeal to a wide selection of consumers.

“I’ve been lucky in my own career to not sole have deep knowledge on the furniture retail space, but also in furniture product development with decades of experience in Asia and within the U.S.,” he said. “Through the years I have developed a well-rounded sense of what the retail client needs and what the finish customer wants and how to build product to fulfill both.”

Through his Furniture Insights Consulting Group, Pelcher has worked with several Top 100 retailers and suppliers since March 2020. He explained he has experienced first-hand the effects of source chain and ocean-freight challenges on retailers and the furniture organization overall.

“The events of the previous 14 a few months have and will keep retailers scarred,” Pelcher noted. “Individuals are paying over $10,000 for a container from Vietnam right now. Few that with inconsistent development availability, and you possess quite an unfortunate condition.”

He views Lineage Home furniture as a “safe harbor” for retailers searching for trustworthy shipping and benefit for all-wood domestic case goods, and an alternative solution to goods damaged by major overseas source chain issues, multiple and compounded value increases, raw materials shortages and container rates that are in some cases are 3 to 4 times what these were a year ago.

“We’ll manage to ship marketplace orders beginning toward the finish of July, if not really sooner,” Pelcher said. “We’re looking initially at eight to 10 weeks order-to-shipping, but we’re seeking to get that constantly at eight weeks.”

While Lineage kicks off as a complete truckload software, Pelcher is open to future options. “It will be built by order, but we’re exploring performing a warehousing program later on, depending on the store,” he said.

Pelcher noted that Lineage also offers assembled a good “best-in-class” sales force with combined connection with more than 100 years.

“Having been a store I’ve had a good front row chair to find who the best sales experts are, and when enough time came, I was humbled that these great folks agreed join us,” he said.

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