READY TO RETAIL; WITH THE HELP OF MARKETING, RTA FURNITURE DEFIES STIGMAS IN THE SHOWROOM.

HFN: The Weekly Newspaper for the Home Furnishing Network, June, 2004 by Kunkel, Karl

Byline: Karl Kunkel

HIGH POINT, N.C.-Ready-to-assemble furniture has been getting more respect on the retail floor. But it is respect that has been earned by RTA manufacturers determined to put their lines in the best light.

Retailers that carry it want to make this category as appealing as possible and easy for the consumer to handle. RTA manufacturers want their products to stand out from their competitors -- and those competitors increasingly include low-cost, preassembled case goods from overseas.

To enhance its appeal, Ameriwood Industries has put a full-court press on its "Good-to-Go" program for retailers, launched in April and shipping to retailers now. Each display has a small footprint, so that it can be placed anywhere in the...