Why Thomasville Furniture isn't so great.

Here is an excerpt from an interview with the CEO of Thomasville Furniture stating that his furniture is only "high end" in the mind of the consumer. He acknowedges that the quality of Thomasville Furniture is just consumer perception. So, I guess there is no need for us to say it.

Interview with Thomas G. Tilley, Jr.

CEO of Thomasville Furniture Industries, Inc.

Nov. 19, 2004, Thomasville, NC

Q: Would you agree that the acquisition of Thomasville by Furniture Brands

International (FBI) helped Thomasville to create a niche within the furniture

industry?

A: Thomasville is 100 years old, so the brand awareness was earned from about 50 years

of advertising in shelter magazines and TV. This has helped position the brand in the

consumers’ mind as being a premium brand, although we’re not what you call a high-end

line. The consumer perceives Thomasville to be “the good stuff.” So with FBI’s strategy

of building around brand names, Thomasville was a logical fit in 1993, when Armstrong

decided to exit the furniture industry. There were several people that negotiated in an

attempt to buy Thomasville and FBI won.

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