It's a new era at furnishings and accessory producer Chelsea House, with a new member of the Cain family at the helm.

Bill Cain, president of the company since 1997, acquired the operation from his father Alvin earlier this year.

"The business climate of the day made perfect sense to do this at this time," Bill Cain said. "When the economy does turn around, we'll be well-positioned to bring energy and excitement to Chelsea House to make it a company as one that is recognized again as one of the leaders of this industry."

Rudy Stowe remains vice president and general manager, and Ginny Ratchford, Bill Cain's sister, is VP of design and showrooms.

Cain told Home Accents Today his strategy is to help the company evolve into a more timely resource for product, keeping current with trends in design without being "trendy."

Cain said he predicts a move away from what he refers to as "throwaway trends" toward more trends of a timeless nature, which positions Chelsea House very strongly.

"We believe in timeliness of design, and a foundation of timelessness of design," he said.

Chelsea House unveiled its first showroom since the transition in July at Americasmart. The Las Vegas and High Point showrooms will echo the company's new emphasis, both from a showroom layout and merchandising perspective, Cain said.

"The biggest change is going to be a change in how we merchandise," he said. "We will merchandise for today's buyer in a way that they'll see the breadth of the line and will be able to see the various periods that we cover."

The company will retain its emphasis on traditional looks, but work to better showcase its more transitional lines to reach a broader audience. Other changes will include some new customization options in a variety of categories.

There will be a lower volume of new products, but a greater depth in particular looks and categories, Cain said.

Chelsea House maintains an 85,000-sq.-ft. factory and headquarters facility in Gastonia, N.C. It also has a 25,000-sq.-ft. plant in Hickory, N.C., as well as offices and a factory in China.

The long-term strategy is to make the company nimble enough and mobile enough to meet the needs of the marketplace in a timely fashion, he said.

"Ideally you want Chelsea House to be what our customers want us to be," he said. "I see us becoming a more foundationally strong company with greater energy for where the market is today."

But not everything is changing at Chelsea House.

"We want to keep the grace and hospitality — all of the things that Chelsea House has been known for for the last 36 years — and bring it forward," he said. "I can't think of any better way to give credit to my dad."