Rockford Wholesale jumps into décor in a big way

HIGH POINT — With a focus on being a full furnishings resource for its customers, Rockford Wholesale continued its expansion into the accessories at this week’s High Point Market, with 100 of its 215 introductions covering pottery — which it launched last fall and expanded by 49 SKUs this spring — as well as sculpture, lamps, faux botanicals, wall art and more.

“Our big focus for this market is home décor, texture, patterns and earthy colors that evoke a lived-in, warm and cozy feeling,” said Rebekah Osborn, executive director. One example of texture is the Lana occasional chair, which combines polyurethane leather and faux fur, while Lush Terracotta, used on the new Nina swivel chair, speaks to the earth tone palette.

Because the company operates its own retail stores — six Stock & Trade Design Co. and two Jes & Gray Living — Osborn said it can “battle test” new designs and colors before launching them to the industry.

Osborn, who lived in Indonesia for six years while developing her business, sources Rockford’s case goods primarily from central Indonesia and India, while upholstery comes from China and domestic factories. She said Rockford Wholesale grew out of a need to service the retailer who isn’t buying by the container.

Midway through market, Osborn said its best-seller has been the Westwood small-scale, battery-operated recliner. The chair debuted in performance Belgian linen, although the plan is to add five more cover options, including green velvet and parchment polyurethane. “We’ve been doing very well with performance velvet,” she said.

A top-selling sofa from last fall, the Dylan, is now being offered in a new color — Finley cream in 100% polyester — with a chair to accompany it.

Additions to existing lines, along with the expanded décor items, is making Rockford a one-stop shop for some retailers, Osborn explained. An added benefit is that it can all ship together. “On average, people do buy our vignettes. They like the way it’s styled with all of the accessories,” she said.

The growing pottery line, which comes from Bali, includes some very large-scale pieces. “I was shocked that people were buying big, but people need a ‘wow’ factor. Retailers tells us they are looking for different and wow.”

Rockford also debuted a utility bedding line at market called Threads Republic. The essentials line features down and down alternative duvet inserts and pillows. “We spent one-and-a-half years developing this line,” she said, looking at everything from stitching to fill quality. “There’s a void for this in the industry.”

One area that isn’t ripe for expansion is Rockford’s outdoor line. While demand for outdoor surged during COVID, the company began to scale back soon after. “We still stock it and still love it,” she said, “it’s just not a big focus for us.”

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