Bailey Street to relaunch Mirador brand

Accent furniture and Couture Covers manufacturer Bailey Street Holding Company will launch of an extensive line of new Mirador brand case goods in partnership with Welton USA at the upcoming Las Vegas Market.

Bailey Street will premiere the line, manufactured by Welton, during the Las Vegas Market, Aug. 2-6. The entire line will be warehoused in Dallas and available for immediate shipment.

"We acquired the Mirador brand just before the industry slow down began," said Jim Berk, Bailey Street's CEO. "We have been developing the repositioning of the brand awaiting the right timing. This agreement allows us to move up that time table to capture, what we believe, is the resurgence turning point in our industry."

Greg Waylock, Bailey's president, continued, "The line of well-styled promotionally priced dining (formal and casual), home entertainment, and sofa and occasional table groups are targeted to satisfy today's consumer and include both traditional as well as transitional styling. The company will start with about 50 groups and some 40 media and AV furniture pieces and expand from there. Wholesale pricing will start at $299 for a five-piece counter-height dining set to $499 for a bonded leather sofa and love seat.

"Our customer profiles are very different in nature", said Steve Sherman, CEO of Welton. "We will be able to reach a broader base of customers." Welton's retail distribution has traditionally been direct container to the larger U.S. furniture stores. Bailey Street's distribution reaches smaller, independent furniture retailers, home décor and gift retailers in addition to some of the larger furniture retailers, as well as designer showrooms and entertainment set and home staging companies.

This partnership allows Bailey Street to re-introduce the Mirador brand with well-finished, functional and fashion-forward pieces at promotional prices. "This will be very exciting for our current customers as well as open new opportunities for us," Berk said. "Our retailers and designers have been requesting options in these categories at better price points in order to better compete in the market place and provide options for design projects for clients with tighter budgets. Under the Mirador brand, Bailey Street will begin offering customers the price/value options for which they have been asking."

The new Mirador line can be seen at the Las Vegas Market in its own showroom in Building A, showroom A448. The Bailey Street product will continue to be shown in Building A, showroom A455.

Home Accents Today Staff | News & Commentary

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