When Big Lots acquired Broyhill in 2018, it was an opportunity for the retailer to carry forward a legacy brand with 113 years of history and name recognition among consumers around the U.S.
Now the retailer, which has about 1,400 stores in 47 states, is carrying this legacy forward with not just indoor furniture re-introduced in late 2019, but also a host of other categories including outdoor furniture, rugs, sheets, towels, curtains and window treatments, throw pillows, candles, lanterns, picture frames, globes, decorative trays and candle holders.
The list goes on as can be seen in both the company’s brick-and-mortar stores and on the company website, www.broyhillfurniture.com. The message is loud and clear: Broyhill now represents nearly everything in home décor.
The decision to broaden the line results largely from Big Lots’ research into the brand and how the name could help promote and sell other categories of home décor.
For instance, while the initial intellectual property Big Lots acquired included furniture and home décor such as lamps and accessories, the company believed the brand could carry equal relevance in other categories its stores already carried such as towels, sheets and rugs.
“Broyhill as a heritage brand in furniture in the United States was always a trusted brand,” said Kevin Kuehl, senior vice president and general merchandise manager for home and apparel, noting that the brand’s reach into moderate to mid-level price points fit well into Big Lot’s core categories and expertise. “We are moderate to the lower end of better, and we continue to get better every day.”
