Home Furnishings Association member W.S. Badcock Corporation has released a step-up furniture line to its 370-plus Badcock Home Furniture &more stores, a move company officials hope will expand its customer base.
The Stanhope line, which features heirloom-quality collections, is a nod to the company’s 116-year history. It includes collections in the bedroom, dining room and living room categories with new items planned for rollout in the future. There is also a line of Stanhope mattresses that combine old-world craftsmanship with cutting-edge technology. The new mattresses will round out Badcock’s existing recognizable private-label bedding brands that include Sweet Dreamzzz, Legends and Legends Signature.
All of Badcock’s products are high-quality, but the Stanhope brand – the name honors founder Henry Stanhope Badcock and his son, Wogan Stanhope Badcock – offers a step-up story for more discerning customers. There are category-specific requirements that range from raw materials to construction applications. Product framing, cushion construction, drawer construction, finish application, fabric applications and increased functionality are upgraded to meet the Stanhope standard.
Badcock officials said the new brand is illustrative of the company’s mission to treat customers right with high-value home collections.
Greg Meyer, the company’s vice president of merchandising, said Stanhope is the product of years of planning and development. “Our merchandising team and many departments within the company have put an incredible amount of time, energy and passion into crafting the perfect signature brand worthy of carrying the Badcock Family name – Stanhope,” Meyer said. “Now, we get to share this amazing brand with our customers, who have been asking for more upscale product offerings.”
Meyer said there are many recognizable brands in the appliance and electronics space that Badcock carries, but not in furniture. “We anticipate the Stanhope brand to broaden the price spectrum with a compelling value proposition,” he said.