Hooker Furnishings pulls out all stops as it pursues new consumer demographic

becky weber, M, a Hooker Furnishings brand
Becky Weber

MARTINSVILLE, Va. – Hooker Furnishings is launching a modern lifestyle furniture brand, called “M” at this April’s  High Point Market.

To be headed up by Becky Weber, a Crate & Barrel merchandising veteran, M targets design conscious consumers, retailers and interior designers with a curated assortment of upholstery silhouettes and complementary occasional items with an upscale, timeless aesthetic.

“Through a multifaceted collaboration across several of our divisions, M combines the industry-leading manufacturing and sourcing strengths of our company with Becky’s extensive merchandising experience to deliver a new brand that reaches an entire demographic of consumers that we’re not addressing with our current product assortment,” said Anne Smith, chief administrative officer and president of domestic upholstery for Hooker Furnishings.

Weber was most recently divisional merchandise manager at Crate and Barrel, responsible for product development of both furniture and décor. As the newly named executive director of M, she has been tapped to develop the assortment that adds a modern lifestyle vibe to the company’s broad product portfolio.

“When the team at Hooker Furnishings approached me to develop a new brand of furniture with a more modern aesthetic, I jumped at the opportunity,” said Weber. “Known in the industry as a leading source of design inspiration, Hooker’s reputation for quality, combined with its rich heritage and vast network of global manufacturing resources, makes it the perfect source to bring this new brand to life and to inspire a whole new era of consumers.”

The brand will be unveiled at the spring market with an initial assortment of 210 pieces in a dedicated 8,500-square-foot space in the company’s new showroom on the third floor of Showplace.

Combining Hooker Furnishings’ domestic upholstery manufacturing capabilities in North Carolina and Virginia with its global case goods sourcing expertise, the new brand includes upholstered sofas, sectionals, accent chairs, ottomans, dining chairs and beds as well as a variety of accent items including occasional tables, consoles and bookcases.

“Becky’s track record of developing high-performing products has been instrumental in the development of M, and we are excited to launch this new brand with our retail and interior design partners,” Smith added. “We feel confident that the addition of this modern lifestyle category of products will help our partners reach the next generation of consumers.”

Inspired by organic earth tones that blend classic modern and transitional styles together, pieces in the new brand range from traditional designs rooted in simplicity with clean lines and expert tailoring, to new transitional designs that embrace a more relaxed and casual feel.

“Melding modern design with meticulous craftsmanship, M is juxtaposed with inviting layers and a bold contrast that exudes comfort,” Weber added. “Pieces deliver the perfect blend of old-age meets new-modern and strike just the right balance of femininity and masculinity. It is a beautiful mix of natural light and moody ambience wrapped up in one, with the utmost combination of texture and warmth.”

Upholstery pieces are fully customizable in a selection of 125 premium fabrics and 35 leathers, an important product attribute for consumers shopping this style category, Weber noted.

“As part of our extensive research in developing the brand, we discovered a void in the marketplace for fully customizable modern upholstery, paired with complementary accents that are interchangeable,” Weber added. “M fills this void with a variety of designs that are very prevalent in the marketplace today.

“M is unlike anything Hooker has done in the past, and we are looking forward to seeing how our partners incorporate this unique, curated collection into their showrooms and homes,” she added.

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