Meet&Co
Flexsteel continues product expansion based on consumer intel
DUBUQUE, Iowa — Flexsteel is expanding its Statements collection with six new groups for High Point Market, continuing its consumer-informed approach to product development.
The new additions focus on craftsmanship, design, functionality and coordinated home furnishings, reflecting consumer feedback on how people shop for and use case goods. According to the company, research identified craftsmanship and material quality as major purchase drivers, along with demand for coordinated collections, modern styling and solid wood construction.
The research also highlighted the importance of both online and in-store shopping. Consumers use online resources to research and compare products, while showrooms remain important for assessing materials, finishes, quality and craftsmanship firsthand.
The Statements assortment now includes seven dining collections, 13 occasional collections and seven bedroom collections. Across the line, Flexsteel has standardized features such as solid wood in key structural components, hardwoods including maple, cherry and oak, dovetail drawer joinery, undermount soft-close drawer glides and multi-step finishes with protective topcoats designed to resist everyday wear. Many collections also incorporate storage, lighting, power and charging features.
The six new Statements collections debuting at this month’s High Point Market include Hadley, which features concealed storage, accent lighting and organizational elements, and Arden, which offers hidden storage. Ellington combines storage, hanging organization and LED accent lighting, while Serena emphasizes timeless design and craftsmanship. Horizon makes use of corner space with charging, storage, cord management and additional surface area. Azalea combines hardwood craftsmanship with practical mobility features.
Supporting retailers after market
Alongside the expanded assortment, Flexsteel is providing retailers with merchandising and marketing resources to support consistent product presentation. These include a dedicated digital landing page for Statements, product and category tearsheets, social media content and point-of-sale materials tailored to individual categories.
Bedroom collections feature bed wraps and easel boards, while dining collections include tabletop displays. Occasional collections use easel boards to showcase key product features. The broader assortment is supported by wayfinding signs and removable stickers highlighting individual collections’ functionality and design details.
Flexsteel’s showroom is located at the International Home Furnishings Center, space C-601.
