A few years ago, Woodard left its High Point Market showroom behind because of its proximity to its new showroom in Atlanta. At the time, the High Point space didn’t feel like the right fit for the brand, and it was looking for opportunities that better aligned with its direction and audience.
Now, however, the company is “in a very different place with our brand,” said CEO Jean Liu. And Woodard decided to return to market this year in a pop-up space. Liu explains the reasoning behind that, as well as much more, in this exclusive interview.
Casual News Now: Why was now a good time for Woodard to return to High Point Market?
Jean Liu: While we haven’t committed to a permanent showroom just yet, we’re exploring the idea more seriously than before. The outdoor category has seen major growth — not just from furniture retailers, but also from a rising number of design professionals attending High Point Market.
High Point has evolved. It used to cater mainly to indoor furniture buyers, with less emphasis on outdoor or the design trade. Now, it’s become a key destination for interior designers, and having a presence there allows us to connect with a broad range of trade professionals in one place.
For now, we’re re-entering the market in a small but intentional way, and it’s a great way for us to gauge interest without the full commitment of a year-round showroom.
CNN: How will the pop-up space help the company reach new buyers?
JL: Not all designers make it to the Atlanta Casual Market, so this is a chance for them to experience Woodard in person. We’ve been undergoing a brand refresh and recently launched a trade program, so it’s a perfect moment to reintroduce ourselves and share what’s new.
We’ve heard from many designers who are curious about whether Woodard is returning to High Point, and this gives us the opportunity to reconnect without a major investment — kind of a test run to see what the response looks like.
CNN: How did you decide what to put in the space?
JL: Our pop-up was compact but impactful. We created an inviting outdoor-inspired setup featuring:
- The Tuoro armless bench from our Alexa Hampton collection.
- The Eve dining chair, part of our new woven rope line.
- The Sierra Baja sling chaise, made from our exclusive new NexTeak material.
These pieces represent the range of materials we work with — woven, metal and NexTeak (which looks and feels like teak but requires no maintenance). It’s a curated preview of the fresh direction we’re heading in.
CNN: What are you most looking forward to about being back in High Point?
JL: We’re excited to reconnect with the design community in High Point. It’s a hub for so many influential voices in the industry. If we decide to reestablish a permanent showroom, we’ll be focused on finding the right space — one that reflects the Woodard brand and meets the needs of designers and dealers looking for standout outdoor pieces from a heritage, made-in-America brand.
