American-made is making itself heard
We never tire of sharing our belief in the growing market for beautiful hardwood furniture crafted right here. So it was gratifying to be included in a recent USA Today media package about American-made home goods. It’s a story that deserves a bigger audience.
Gat Creek was one of eight companies profiled for the story. Spoiler alert: The through line is that manufacturing domestically is hard to do. But it’s worth it because there are compelling advantages to American-made that matter to the marketplace.
Consumers have become much more aware of imports’ shaky record on quality, sustainability and integrity of materials. USA Today also pointed out the nation’s desire to buy American remains stronger than ever. That said, buying decisions begin and end with the product’s looks and quality.
Keith Bolles, owner and president of Saybrook Home in Connecticut, explained: “Aesthetic first. This has to be met or they’re moving on. Next, is it built well, is it hardwood? After that they consider other attributes, like the fact that the furniture is hand-built in West Virginia by makers. The customer loves that. But the buying decision comes down to aesthetic and quality. And Gat Creek has that. Very attractive silhouettes, great stains, great finishes and really well built.”
That’s not to say quality is an issue with all imports. It is to say that attentively crafted furniture has a fan base that recognizes, and will pay for, American quality. Saybrook Home just opened its third furniture and home decor retail location. “More often than not,” Bolles said, “the product in our store is domestically made.”
Bolles pointed out that for his customer, a disposition toward quality is deeply ingrained. “It’s a lifestyle choice. They want quality in all aspects of their lives. You know if you’re carrying a Louis Vuitton or Hermes bag, you’re going to appreciate the same attention to detail in your furniture.”
Retailers that provide that buying opportunity are finding an enthusiastic audience. A recent survey found the top 10% of earners in America are now responsible for 50% of spending. The discerning customer is where the action is.
It isn’t just beauty and quality that stand out. Gat Creek offers attractive advantages from the business side, too. And these advantages flow straight from the retailer to the end buyer. American-made furniture offers quicker service, predictable availability, broad and customizable assortment, lower transportation costs, and no ocean freight headaches and uncertainties. Not to mention, how do you put a price on working with people you know?
Whether you call it a renaissance or a reawakening, consumers are again seeking out retailers of American-made wood furniture. Let us help them find you.
