Meet&CoJay Peters, a third-generation furniture industry veteran from Standard Furniture, has launched One Crown, a new home furnishings company focused on developing distinctive furniture brands geared towards helping the retail sales associates.
Source: https://www.furnituretoday.com/
Peters has more than 15 years in sales and merchandising at Standard Furniture, as well as an 11-year role with multi-store retailer FFO Home where Peters led merchandising and later served as executive vice president of the company. During his tenure, he helped lead the company‘s growth from 24 stores to more than 70 locations.
“What I‘ve found is that there are no brand identities for what anyone is doing, and I want to change that. The RSA (retail sales associate) is key; if they believe in your brand, they‘re going to sell it.”said Peters.
One Crown was created to bring something new and refreshing to the marketplace: products that retailers can believe in, stories that retail sales associates can communicate and furniture that consumers will be proud to own.
The new company will operate as a multi-brand company organized around a Good, Better, Best merchandising strategy, which has always been at the core of his business philosophy, said Peters.
Offering U.S. warehousing as well as an aggressive international direct, mixable and quick ship program, each brand will maintain its own identity, product direction and market position while sharing a commitment to quality, comfort, style, value and retail partnership.
The company’s initial portfolio will include West Main and Country King, with a third brand planned to complete the assortment in late 2027. West Main will serve as the company‘s value-oriented brand, offering“approachable styling, dependable quality and strong margin opportunities for retailers,”said Peters.
Country King, the company‘s flagship brand, will focus on generously scaled furniture with enhanced comfort, functionality and distinctive designs, said Peters. The brand will lean heavily into social media aides supported by coordinated retail displays, marketing materials and sales tools designed to help retail sales associates communicate excitement to their retail guests. Eight to 10 frames will be stocked in a Houston warehouse location, and One Crown will have a warehouse mixing program via Asia and Vietnam with a projected 65 to 70 days order to delivery.
“I was a retailer for many years and understand that you need more than just another sofa on your floor today,” Peters said.“Every guest wants to be inspired enough to let your company and products into their home. And sales associates are hungry for a story to tell and a product that matches that story. I want to bring these with Country King.”
Retail pricing for upholstery ranges from $499 for a recliner to $2,299 for a motion sectional. A motion sofa retails in the $1.299 range.
“West Main will have eight to 10 motion group offerings at High Point from $599 to $1,299 retail in manual and P1,” said Peters.“Country King will go up from there. P1 and P2 offerings. Heat, massage, air, power gliding, top grain leathers, distinct mixings of fabric and pillow applications on many groups. Country King will have 10 to 15 collections between sofa/loveseat groups, sectionals and modular frames, starting at $1599 and up. Correlating recliners, occasional tables and accent items will be offered as well.”
Although by most accounts business has been challenging this year, Peters said he thinks “right now” is the perfect time for the new company, noting that the industry needs a“fresh, new brand experience”and something that inspires the retail as well as the end consumer. He said that their goal is to become a true partner in all of that and deliver furniture with soul.
One Crown plans to support its retail partners with merchandised products, brand displays, educational materials, in-store sales training, brand swag and coordinated marketing resources. The company‘s website is in development and expected to be operational by mid-August, and One Crown team members will use TikTok, Facebook, Instagram and X to promote the brand.
