"Many independent retailers are losing home theater furniture business, simply because they have not evolved their merchandising and marketing efforts to meet the needs of today's consumer"
Mark Phanco, Vice President of Home Furnishings for Eric Morgan

Mason Hills Entertainment Center

Two of the hottest categories in consumer electronics are home theater and home office. Two of the hottest categories in home furnishings are home theater and home office, as well. Recent changes in technology and configuration of televisions and computers have created new opportunities for furniture retailers, as customers seek to functionally house their new components while beautifying their homes. Bush Furniture Industries and Eric Morgan case goods are introducing one of the largest collections of new furniture designs at this year's electronics and furniture markets.

After studying the practices of conventional furniture retailers, Bush Furniture Industries and Eric Morgan case goods have discovered that most furniture retailers have not updated their display and marketing of home theater and home office furniture, which may limit their effectiveness with consumers. For example, the typical armoire or double-pedestal desk offering at most furniture retailers may not be the state-of-the-art furniture answer to the state-of-the-art needs of the consumer.

Bush and Eric Morgan have coordinated this furniture with the most popular styles in their homes, like mission oak, light wood contemporary, European modern, and new metallic finishes that match their electronic components.

Said Jim Schmidt II, Vice President For Marketing And Merchandising for Bush, "Although many consumers have a vision of the slick, wire-free, component-free, flat screen TV ads they've seen in upscale magazines, the truth is that wires and components are still very much a part of the flat screen experience." "Our furniture combines form and function, allowing the consumer to beautify ones home while enjoying the latest technology," he said.

To help retailers merchandise and sell more effectively in these categories, Bush and Eric Morgan are partnering with branding and marketing specialist, Prescott/Levinson Advertising, of Huntingdon Valley, Pennsylvania, to create a focused merchandising program, including complete marketing resources, designed to brand a store as the local home theater and SOHO (small office, home office) authority.

According to Mark Phanco, Vice President of Home Furnishings for Eric Morgan, "Many independent retailers are losing SOHO and home theater furniture business, simply because they have not evolved their merchandising and marketing efforts to meet the needs of today's consumer. For example, consumers are wondering how to accommodate the new flat-panel TV's. In order to close the sale, furniture retailers must be ready with the answers . . . and the furniture."

Noted Schmidt, "This is an optimal time to capitalize on the potential in the home theater and SOHO markets, and we are supplying the tools to do that. If a retailer is serious about being in the business of home theater or home office furniture, they should make plans to visit the Bush and Eric Morgan showrooms and learn more about our innovative program."