Bernhardt brings ‘high design’ destination to North Carolina’s ‘furniture capital’
This April marks the debut of Bernhardt’s new showroom on the corner of High and Hamilton Streets in the heart of High Point Market.
HIGH POINT — Twice a year, buyers from around the world come to High Point Market to search for the latest furniture and décor products, sourcing from the city often described as the “furniture capital of the world.”
First founded as the Southern Furniture Market in 1909, High Point Market has continued to evolve for more than a century and, along with it, the architecture of the city.
Bernhardt, a furniture manufacturer of luxury upholstery and case goods, has been in existence even longer than High Point Market.
Established in 1889 by John Mathias, Bernhardt has continued its growth trajectory through economic and societal disruption that included two World Wars, the Stock Market crash of 1929 and the Great Depression.
Today, Bernhardt is one of the largest family-owned furniture companies in the world with more than 1,540 employees and dedicated salespeople representing Bernhardt in more than 50 countries, according to company officials, with third and fourth generation Bernhardt family members actively directing and managing the business.
Marking its spot
This April marks the debut of Bernhardt’s new showroom on the corner of High and Hamilton Streets in the heart of High Point Market.
Renovations have been underway for several months, and the new white brick exterior is an elegant anchor to the Hamilton Design District as well as the first hint at what’s to come inside.
Alex Bernhardt Jr. became CEO and president of Bernhardt in 2009 and represents the fourth-generation leadership for the company. In an exclusive interview, he talked about the passion for inspired design that has shaped the company, as well as what he feels the new location will represent for High Point Market as a design destination.
“High design is the one thing that sets the High Point Market apart from all its trade show competition,” said Bernhardt. “High Point has also traditionally been where the manufacturers have the largest showrooms, so you really get to see the full breadth of what a company like Bernhardt can do.
“That continues to draw buyers to High Point from all over the world and gives them access to distinctive brands known for quality and inspiration. That is carried through — by social media, gorgeous retail floors and incredible interior designers — to the consumer, who knows that this is where the trends for home interiors really start.”
Bernhardt explained that he and his team find inspiration for the company’s elevated design aesthetic from travel, art, architecture and the “world around us.” This global curiosity allows the company to “stay ahead of the curve on what consumers want and need in their homes,” he added.
“We are also fortunate to have so many artisans as part of our team, people who understand craftsmanship and quality,” Bernhardt said. “We’ve had generations of families work with us, passing down their skills and talents to new members of our team. And we search out unique materials like stunning stone, textural metals, organic shells and an array of sustainable wood species.
“As a family and as a company, we truly care about crafting the most beautiful furniture with the best materials possible.”
Creating a win-win
Along with the attention to legacy craftsmanship, distinctive materials and global inspiration, the Bernhardt team has its success strategy firmly rooted in the 21st century.
Anchored by the product, long history and brand awareness, Bernhardt supports customers with a multifaceted approach to its story of globally inspired, fresh, original designs crafted from luxurious mixed materials.
“Our marketing efforts are designed to meet the consumer wherever they are shopping, … whether that is in store, through online sources, on our social media and website, and through paid digital ads, emails and print,” Bernhardt said. “We take a multi-channel approach, so that they can find our products in a way that is convenient for them.
“All of us ultimately need the consumer to be both excited and inspired to have a beautiful home. We all win when that happens.”
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