Theodore Alexander focused on market share acquisition, plans ‘one of the largest product launches’

HIGH POINT — The Theodore Alexander showroom will be filled with new product at October Market, and the expanded offerings underscore the company’s plans to grow its market share in 2023 and beyond.

“October market will deliver one of the largest product launches in the history of the company – showcasing new product ranging from traditional to transitional to modern,” said Ed Teplitz, president. “We believe now is the perfect opportunity for Theodore Alexander to continue our focus on market share acquisition.”

For the fall market, Theodore Alexander is introducing capsule collections with guest designers, an expansion of the figured wood products that were a big hit for the company at the spring market, and collection expansions. More than 150 new SKUs will debut, ranging in style from traditional redefined to contemporary in a range of price points and finish options.

“Moving past our roots as a leader in the traditional lifestyle category, we have now become a whole home resource that includes a new modern aesthetic,” Teplitz said. “In addition, our expansion into a broader offering of price points has allowed us to expand our retail customer base. The combination of these two major initiatives has allowed us to grow our business in 2023 and to set ourselves up for continued growth going forward.”

Part of the High Point Market launch includes 50 new pieces in the Kesden collection, a group that “tells a story that begins with the depth and richness of Theodore Alexander’s veneers,” company officials said. Additions to the TA Originals group include the Strata Textured Credenza in a Sesame finished maple with a metal leaf accent, artisanally crafted from figured sycamore and maple. The new additions represent the company’s ongoing commitment to innovation as well as its capabilities in the factory, Teplitz said.

“In taking advantage of having the post-COVID rush behind us, we now have the time to focus more attention on product development,” explained Teplitz. “An additional strategic focus is also the expansion of our upholstery business. Theodore Alexander has historically been a strong resource for high-end North Carolina produced upholstery, and we are committed to growing this. We are focused on expanding our upholstery business through a two-pronged approach — one, the introduction of technology and updated, innovative new designs; and two, supplementing the business by taking advantage of our strong capabilities for manufacturing in our Vietnam factory.”

Teplitz added that the new textured introductions to the line as well as the geometric carvings of the Deco pieces are a testament to the company’s ongoing effort to align technology with traditional craftsmanship. He noted that every year brings renewed commitment for a product offering that is “well rounded and wide reaching, and that 2024 will see the company “engaging previously untapped markets” for the brand.

“While the industry expands and contracts regularly, we have focused our resources on investing in the arenas that have the most long-standing, positive results, while not overextending,” Teplitz said. “We see several opportunities in the marketplace for us to expand, not only in design aesthetics and styles, but also in price points.

“Theodore Alexander is known for our luxury, high-end designs, and we are now exploring opportunities to create our signature look in more attainable price points,” he concluded. “We are meeting our customers, from designers to end consumers, wherever they may be, and quality engagement and reach is our top priority for the year…The end goal is a customer experience that is aspirational, enjoyable, simple, and innovative.”

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