Several years ago, Woodard Furniture made the decision to vacate its High Point Market Square showroom, citing the market’s geographic proximity to its Casual Market Atlanta presence. While that made sense for the brand at the time, Woodard’s team began to realize the value in having a presence in High Point.
“High Point has become an increasingly important destination for interior designers, architects and other design professionals, in addition to its longstanding retail audience,” said Matt Langford, vice president of residential sales for Woodard.
Last fall, Woodard had a small pop-up space in High Point, and this market, the brand opens its new permanent showroom in 313 Space (Floor 2, 217). Langford said 313 Space felt like the right fit for Woodard because of its layout and tenant assortment, including high-end outdoor brands such as Dedon and Gloster.
“313 Space is an ideal fit for Woodard because it brings together a highly curated collection of design-driven brands in an environment that feels contemporary, elevated and highly relevant to the design community,” he said. “The scale of the space allows us to make a strong statement without trying to replicate a traditional large showroom. It gives us an opportunity to be focused, highly curated and intentional about how we present the Woodard brand.”
313 Space and High Point Market also appeal to Woodard because of their popularity among the interior design community. Over the past decade, High Point Market has become a major destination for interior designers, with some estimates putting that demographic close to half of the show’s attendees. Langford said designers play a critical role in Woodard’s growth strategy.
“The interior design community is an extremely important part of Woodard’s business and an area where we see significant opportunity for continued growth,” he said. “Designers are looking for outdoor furnishings with the same level of design, craftsmanship, customization and attention to detail they expect from their interior furnishings, and that is an area where Woodard is particularly well positioned. Our goal is to make Woodard an even stronger resource for the design trade by building relationships with designers, trade showrooms and our retail dealer network and by making it easier for designers to specify our products for residential projects.”
Full-line furniture retailers — another big contingent at High Point Market — are important to Woodard as well.
“Full-line furniture retailers remain an integral part of Woodard’s residential business and an important component of our dealer network,” Langford said. “They provide consumers with the opportunity to experience Woodard in a broader home furnishings environment and are important partners in helping us reach customers who are investing in both their indoor and outdoor spaces.”
Langford said that Woodard views retailers and designers as part of a multifaceted sales ecosystem that represents often differing but equally important consumer segments.
“We see the retail and design channels as complementary rather than competing — each serves a different but increasingly interconnected customer journey,” he said.
Woodard is bringing a sampling of its latest introductions that debuted at Casual Market Atlanta, including the Brit, Brook, Circa and Louie collections, as well as bestsellers such as Beau, Gather, Et. Cetera and Chair One — an updated version of the company’s original chair first introduced in 1934. Langford said this assortment will give market buyers a chance to see how the brand has developed since its previous permanent High Point presence.
“Woodard has evolved significantly since we last had a presence in High Point, and we felt the time was right to reconnect with the market and the broader design community,” he said. “Returning gives us an opportunity to introduce Woodard to a new generation of designers and buyers, reconnect with longtime partners and showcase how our 160-year heritage of American craftsmanship continues to evolve.”
