Word: kroehler
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...Design Called Crazy. Inevitably, many manufacturers have decided to tap the op-pop scene for bright, youthful ideas. Thayer Coggin, for one, showed tables covered in vinyl with polkadot, floral and zebra patterns. Kroehler, the world's largest manufacturer, held seven conferences with what the company calls "nearlyweds" (ages 18 to 22), concluded that they wanted their homes to look as unlike their parents' homes as possible. For them, Kroehler has developed its "In Group" line: sofas and settees covered in shiny vinyl, chairs and chaises longues in velvet and wide-ribbed corduroy patterned with polka dots, scrolls...
...cluttered industry of some 5,000 manufacturers scattered through the U.S., the four largest companies are the most comfortable of all. The big four-Kroehler, Bassett, Drexel and Thomasville-have made sales gains so far this year of 13% to 20%. Says Drexel Executive Vice President David J. Brunn: "You always dream of the day when your line will be hot and the economic climate will be good-both at the same time. That's what's happening to us this year...
...outclimb an F-100 fighter plane to 10,000 ft. Builder William Lear Sr. calls it "the fighting businessman's jet." He has firm orders for 21, hopes to start delivery at the rate of eight monthly by year's end. Among his customers: Rexall, Kroehler and German Steel Baron Heinrich Thyssen-Bornemisza...
...Style & High Price. One of the problems is that U.S. furniture is low on style and high on price. But there are deeper reasons for the slump, as the biggest furniture maker, Kroehler Manufacturing Co. (1957 sales: $90.5 million) learned in a broad market survey released last week. The U.S. housewife, reported Kroehler, believes that her reputation for "good taste" depends greatly on her selection of furniture. But she does not know for certain what "good taste" is, and the furniture industry has done little to help her learn. In choosing furniture, the American woman "must do credit...
...come in; seldom have they gone out and solicited the most likely customers-newlyweds, new parents, new homeowners. Yet furniture men are the first to admit that promotion alone is not enough. The real remedy for the industry's ailments is to produce better-styled, lower-priced furniture. Kroehler recently brought out a medium-priced line (see cut) that follows the new trend of matching pieces for all rooms, and it is selling well. With it, a family can furnish a two-bedroom house for less than $2,000. Furniture men will have an increasingly tough time trying...