NORWALK, Ohio — Tim Newlin has been at the helm of Norwalk Furniture for less than a year, but he has already spearheaded new initiatives with an eye on future growth.
“We’re shaping a new chapter in Norwalk’s history, driving the company forward with a three-part strategy: anticipating consumer trends, supporting our retail and design customers, and innovating new products,” Newlin said. “We invite everyone to come see and experience this new approach in our showroom during market.”
Newlin brought decades of experience in manufacturing and retail to his new CEO role, including his most recent position with Flexsteel. He said that his background left him prepared for the task of developing strategies for sales, product development, operations and marketing, and he’s added new areas of focus to his leadership approach.
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Recognizing that consumer behavior plays a key role in successful product development, Newlin and the Norwalk team are drawing “real-time insights” from the company’s designer and retailer customers.
Noting that these connections provide a direct line to emerging consumer trends and product gaps, Newlin said that Norwalk plans to enhance these perspectives with primary research in the near future, all in an effort to further define target customers.
“We want to understand how she wants to live and what influences her desires and needs, and use those learnings to guide our product and marketing strategies,” he said. “Our customers hear these conversations, perspectives and opinions on a daily basis, so listening to them helps us understand consumer motivations, and what products will sell on their floors.”
Product development
Norwalk introduces new product for every market, including the upcoming High Point Market, and the company is gearing up for a major introduction in April 2025.
For the fall market, Newlin said that one of his goals is to bring fresh designs that “focus on comfort and movement” to Norwalk customers. Introductions include swivel chairs, a stationary sectional with two power motion recliners incorporated into the design, and new materials designed to attract consumers looking for unique seating options.
New products and price points will be introduced in 2025 that include “custom details that lifestyle brands cannot duplicate” such as regional needs for frames and fabrics.
“One size will not fit all,” said Newlin. “We will adapt to their needs in creating whatever level of detail they would like.”
Building partnerships
The third element of Newlin’s strategic plan focuses on providing customized tools and programs that support business success for Norwalk retailers and design partners.
Newlin noted that one key initiative involves “creating tailored marketing materials that help customers sell more effectively, a more personalized system instead of the traditional bulk, seasonal approach.” Additional sales and marketing support tools that help designers and retailers sell product to their clients include realistic draping tools, a comprehensive webhttps://amazingbestseller.com/ and proprietary professional photography.
“We’ve shifted away from generic, pre-prepared materials,” he said. “Now, we operate like an extension of our customers’ in-house marketing teams, creating what they need when they need it.
“Our goal is to be easy to work with,” Newlin said. “Our customer service, manufacturing and delivery systems are designed to make interactions simple and efficient.”
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