Four Hands lays out ambitious growth strategy

HIGH POINT — In a few short weeks, retailers and designers attending Las Vegas Market will have the opportunity to visit a new and improved Four Hands showroom as the company kicks off 2024 with a 41,000-square-foot space that doubles the size of its previous showroom. The expanded footprint allows Four Hands to continue its product category expansions in sustainable upholstery, lighting, kitchen, art and décor, as well as support the company’s increased focus on outdoor furnishings.

“To give customers and designers the full Four Hand experience, it’s imperative that we showcase the entire scope of offerings in a way that truly represents who we are as a brand,” said CEO Matthew Briggs. “Moving to this new showroom is a great step forward in giving our customers the kind of experience that leaves them with a true understanding of what Four Hands is all about.”

Design-forward product, digital solutions and a generational divide

The upholstery team has spent a significant amount of time on shop floors surveying and learning from the ebbs and flows brought on by the pandemic,” according to Rick Lovegrove, president of upholstery. Lovegrove said that the design stories Four Hands plans to launch in 2024 are “incredible,” and he added that strategic improvements to processes, including increased technological integration, are a huge part of the plan.

“We are currently exploring several avenues to improve production processes and increase efficiency,” Lovegrove said. “We’re working on things like digital cutting, flexible packing solutions and automated tools for our teams to gather data and metrics directly from the shop floor. We strive to be lean, nimble and efficient, and we believe technology is going to be a significant player in creating and maintaining a best-in-class supply chain.

“On top of the phenomenal work our design team is doing in Austin, we continue to partner with world-class designers such as Thomas Bina & Ronald Sasson, Van Thiel and additional renowned designers whose upcoming collaborations will take the industry by storm,” he continued. “On the upholstery side, we are continuing to build on our Crafted in the USA collection, our tremendously popular Power Motion category, along with expanding our treasured partnerships with Libeco, Fiqa and Eucapel leathers.”

Delivering a best-in-class customer experience is a continued goal for 2024 as well, and Lovegrove said the company has backed its commitment with investment across the entire portfolio. The new Fourhands.com website is the “next generation platform” for the company’s customer base and is fully responsive, allowing customers to shop more than 16,000 items by product category, room or material.

“When users are ready to place an order, our seamless checkout process makes completing an order faster and easier than ever,” Lovegrove said. “Additional features include real time shopping lists, improved product data and even more stunning imagery. At this time, I don’t think there is another brand in our space delivering this type of experience, so we believe the new site is going to be a game changer.”

Four Hands is also expanding its warehousing campus in Texas and will have increased investment in inventory across more than 1 million square feet of space. New product categories as well as additions to outdoor, bedding and lighting will be represented, along with existing inventory, and part of the 2024 strategy will be supporting retailers with generational marketing messaging.

“When you walk into a Four Hands showroom in High Point, Las Vegas or even our HQ in Austin, you know you have walked into something different,” Lovegrove said. “It’s an immersive experience, from best-in class-product, curated customer experiences and overall atmosphere — we hear it all the time — how do we bottle this and take it back to our store? We are actively working with many of the top retailers to help transform their spaces and capture that shopping experience that both trade buyers and the end consumer are yearning for today.

“The challenge for many legacy retailers is that many have built their businesses around the Baby Boomer generation; the products, stores and how they advertise is all geared to that specific demographic, and companies often don’t know how to address the Millennial buyer,” he said. “Millennials began to accumulate more buying power in 2018 or 2019, and with the impact of the Baby Boomers continuously diminishing, tapping into that buying power has become essential for brand growth. Millennials digest media differently and are much more social media savvy, they’re more prone to buy online because that has become their normal way to shop and obtain information.

It’s definitely going to be an interesting year with everything going on globally and right here at home in the USA, but with the amazing leadership team we have assembled here in Austin and our laser focused agenda, I’m incredibly confident in our ability to continue to grow and be successful as a brand in 2024.”

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