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Craftmade International has transformed Woodard into a more diversified and service-oriented manufacturer.
Written By
Kimberly Rodgers
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Carl Loredo, chief marketing officer,
Craftmade International, Inc. |
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Woodard's Andover line features deep, comfortable cushions on an aluminum frame. |
In January 2008, Craftmade International, Inc., finalized its acquisition of Woodard, noted manufacturer of wrought iron, aluminum, and all-seasons wicker. Founded in 1985 and based in Coppell, Texas, Craftmade designs, distributes, and markets a broad array of premium ceiling fans, lighting products, door chimes and push buttons, ventilation systems, and outdoor lighting through its extensive distribution channels.
Long renowned in the casual-furniture industry for tastefully blending elegant style with superior craftsmanship and quality, Woodard continues to live up to its reputation with eight new collections highlighted in September 2009 at the Chicago International Casual Furniture & Accessories Market™.
“There was a lot of buzz in the industry about the fact that we had truly invested in the future of the company, particularly given where things are with the economy,” Carl Loredo, chief marketing officer for Craftmade, recalls. “Whether it was our customers or our sales reps, everyone was excited about what we had to offer.”
Various Woodard collections were also well represented across many categories as entrants in the 2009 Design Excellence Awards presented during the show. The Belgravia table lamp (designed by Joe Ruggiero) was the winner of the outdoor-lighting category.
Among the new wrought-iron collections is Cromwell, a beautiful (yet functional) full line featuring sling, padded sling, or deep seating options. Loredo says, “We are trying to bring a new excitement into the world of iron. It also is a focus on the different ways we can bring iron to the consumer.”
Another unique offering is the Aberdeen collection, which blends iron with a wicker seat. “We feel it has a big potential in the hospitality market,” Loredo explains. Amelie is a micromesh line available in bistro and dining options. “It has a nice curved back and a great feel when you sit down in it. We think it will be strong in both retail and hospitality areas,” he says.
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Available in sling, padded sling, or deep seating, Cromwell is an exciting new entry in wrought iron. |
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A cast-aluminum/wicker blend, the Del Cristo collection is available in a range of Woodard finishes. |
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A new addition to Woodard's all-seasons wicker collection, Belmar features a blend of three different multitone weaves. |
Three new collections highlight Woodard’s offerings in all-weather wicker. A cast aluminum/wicker combination, the Serengeti line features a distinctive design that evokes a look and feel inspired by its namesake region. “We like the fact that it offers a true focus back on the outdoors,” Loredo says. Another cast aluminum/wicker blend is the full-line Del Cristo, a deep seating collection available in a range of finishes. Belmar is distinguished by three different types of multitone weaves. “It has a nice combination of round and flat weaves, which gives it a lot of depth,” Loredo says.
Two new aluminum introductions are the Sterling and Andover collections. A sleek and contemporary sling style, Sterling is available in a variety of finishes. Andover, an updated interpretation of French neoclassical-style furniture, features deep, comfortable cushions. Loredo says, “Andover really brings the indoors outside. We had a great reception on it.”
All of Woodard’s new collections have been well received in the industry and have generated much enthusiasm. Overall, Loredo says, Andover and Cromwell were two of the company’s biggest hits. Del Cristo and Belmar also made a splash with retailers.
Loredo is especially pleased with the positive response to Woodard’s new lines in the wicker category. “Historically, Woodard had only three wicker collections, and bringing out three more makes us a nice player in this market. There is certainly some great competition out there, and we feel that now, we have something to offer our customers so they will consider us,” he says.
In addition, retailers are very happy with Woodard’s 10-day shipping policy on any of the company’s collections. “Particularly—given a world where people are limiting inventory while trying to focus on things that will differentiate them from the big-box stores—the fact that we can ship truly custom product in 10 days really makes a difference,” Loredo says. “We have received a lot of accolades about that, and our customers really appreciate it.”
According to an October 2009 report from the U.S. Department of Labor, families cut back sharply in 2008 (from 2007 levels) on transportation and apparel spending, but they spent 8.1% more on dining at home. These numbers reflect the growing staycation trend that casual-market manufacturers and retailers have also reported for the past year, based on their own research and anecdotal information.
“The outdoor room is growing, and people are spending more dollars outside,” Loredo says. He believes that Woodard (along with the casual outdoor-living industry as a whole) needs to show consumers that “building the outdoor room can fulfill the dream of taking a vacation and give them years of enjoyment,” he notes.
He adds that the company is also focused on making the entire process of creating an outdoor room easier for consumers. “People don’t have much time today, so we are trying to do a better job of offering finishes and fabrics that go well together and of showing customers value, to help them understand why they should be spending money on these products for their backyards,” he says.
Loredo says that Woodard is focused on offering a wide selection of fabrics and finishes so consumers can customize their purchases without finding the design process to be too complicated. “We are giving our reps and their customers the tools to make it easy to purchase Woodard,” he adds.
To stay competitive, Loredo suggests that retailers emphasize those aspects of their businesses that mass merchants cannot offer, such as service, longer warranties, and customization. Retailers can also take the upper hand by going back to previous customers, he says, “to find out if they are ready for a new set of cushions to update the look of their products, or if they need a new piece to add to a collection. I think there is a lot of opportunity with people a retailer has done business with in the past.”
Since 1866, the Woodard name has been synonymous with unparalleled standards—core business principles established by the company’s founder, Lyman Woodard. As part of Craftmade, Woodard not only continues its tradition of excellence in manufacturing, but is also poised to meet the needs of today’s outdoor-room owner.
“Ultimately, the goal of the acquisition was that the sum would be greater than the parts,” Loredo says. “The outcome is that we are now offering the complete outdoor room. Given all we have to offer, we feel that we’ve set ourselves apart in the industry.”
PHPR November/December 2009
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