HIGH POINT — Luxury furniture manufacturer Kindel Furniture Co. of Grand Rapids, Mich., will give market visitors a glimpse into the domestic manufacturing process that sets it apart in the marketplace.
During the June 5-9 market, Kindel will live stream video of craftsmen and craftswomen building the product at its Grand Rapids factory. This will highlight the benchmade nature of Kindel and its sister luxury brands, Karges and Councill.
The showroom also will feature a new product segment — luxury rugs — that are produced by Grand Rapids-based The Scott Group, which is occupying some of its showroom in space 103 of 200 Steele during the market.
The live stream will take place on Friday, Monday and Tuesday of market during the plant’s working hours. Workers will be shown in a variety of tasks from hand carving to assembly and finishing, showcasing not only their ability to build luxury furniture, but also offer a glimpse into the use of luxury materials that go into the finished product.
“We have a facility that is full of master craftsmen and crafts women, and we will try to show you proof of that at market,” said Rob Burch, CEO. “We want to make a statement and prove it, not just make a statement.”
He added that the live stream will showcase examples of product being produced for each brand and communicate points of differentiation between each.
Gretchen Keith, company vice president marketing and brand management, said that the idea came from the board who saw it as a way to showcase the company’s manufacturing process as part of its 120-year anniversary this year.
“We wanted to do something to celebrate this major milestone, and it snowballed,” Keith said of the live stream. “Each day will bring something a little different, and we will interact with our artisans so they can explain what they are working on and a little more about each process. This will include assembly, carving, various finish steps and upholstery.”
She added that evenings and days without the live stream — including Saturday and Sunday — will include other video segments such as one that shows a piece of furniture from conception to finish with a mix of video and still images.
“We tracked one of the new introductions from the very beginning so that will be a loop we show as well as other short segment videos of processes intermixed with beautiful imagery,” Keith said. “The installation of this ‘120 years of crafting luxury furniture in the U.S.’ is listed as an actual educational event in the market resource guide and — besides the video and images — will also include historical images of all three factories, carving molds, examples of our construction, carving and finish applications, images of the three families (the Fishers for Kindel, the Karges and the Councills) as well as various examples and proof of our history and fine craftsmanship.”
At market, the company also is sharing some of its space with The Scott Group, which is showing in High Point for the first time.
In addition to producing product for the private jet business, the company has a growing residential segment in which it targets the top 100-plus architects and designers. Much of this business is custom, with varying sizes, materials such as silk, wool and cashmere as well as different shapes, colors and varying weave heights.
The company will show a mix of its products, which also are aligned with Kindel and its sister brands from a pricing standpoint.
“We want to tell our story,” said Schon Drew, The Scott Group executive vice president of sales and marketing, who also worked at Maitland-Smith, Theodore Alexander, and Summer Classics and Gabby.
“We don’t want to sell everybody because we are an exclusive high-end brand, but we already have a fairly robust residential business,” Drew said, adding, “We have been a hidden gem, and we want to expose it to a larger audience.”
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Kindel to offer factory live stream to highlight benchmade nature - Furniture Today
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