As its line grows, supplier seeks expanded High Point footprint|JINHANFAIR Industry News

2026.07.14

HIGH POINT — At a time when many furniture brands are tightening their assortments and leaning on bestsellers in the face of soft consumer sentiment, a few suppliers are taking the road less traveled and bringing lots of new product to market.

Case goods, lighting and accent resource Lineage Collections falls into that latter category. But as President Chris De Lisa recently told Furniture Today, an approach that favors line expansion is not about adding more SKUs just for the sake of doing it. It’s a deliberate push to meet the needs of today’s retailers and hospitality spaces.

In order to house this growing product assortment, the company also says it is looking to expand its showroom footprint in High Point.

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Growing gains

De Lisa said the company’s rapid growth has created an unexpected challenge: finding room for an assortment that continues to expand as successful collections remain in the lineup.

“We’ve grown pretty rapidly,” he said. “Usually you can drop some things, but we’ve been blessed to have products that continue to do well, so we can’t just take them out of the assortment. We have to keep expanding and continue promoting them with retailers across the country.”

That growth has prompted the company to begin exploring a larger High Point showroom, although the timing has yet to be finalized.

“I don’t know if everything will be finalized by October,” he said, “but we’re looking toward having a bigger showroom by April.”

Even then, De Lisa said the company would prefer to keep its current Main Street location rather than part with it. “We may utilize it as a corporate training office,” he explained. “The real estate is so valuable, and we’ve built a real presence there, so I’d hate to lose it.”

Instead, he envisions the space becoming a hub for retailer education and brand development. “We could bring sales associates from our partner retailers in for a day or two … and really express our gratitude for helping grow the brand.”

Meeting retailer needs

De Lisa credits much of the company’s recent momentum to retailer demand and continued expansion into new markets.

“It’s due to the unbelievable support from our retailers and our expansion across the country, which is happening rapidly,” he said.

That growth, he noted, has coincided with a broader merchandising strategy that has expanded well beyond the company’s coastal roots.

“For 27 years we focused on casual and coastal,” he explained. “Over the past three years, we’ve expanded our assortment to include traditional and transitional, and retailers are really responding to it across the country.”

As a result, he said, the company intends to continue investing across multiple categories rather than narrowing its assortment. “Now we have to double our efforts, continuing with our coastal business while expanding those other product categories.”

Whole home and hospitality focus

De Lisa also believes Lineage occupies a favorable position in today’s market, serving retailers looking for products that complement higher-end assortments without competing in the promotional segment.

“The higher-end retailers are looking for something that’s an introduction to their best products,” he noted. “We fit that ‘better’ category.”

That positioning, he added, allows retailers to furnish more of the home through a single resource. “There’s only one primary bedroom. There are two, three or four other bedrooms that still need to be furnished.”

Beyond residential furniture, De Lisa said hospitality continues to present an attractive avenue for growth while remaining aligned with the company’s dealer-first philosophy.

“A lot of manufacturers are focusing on designers,” he said. “We’ve always been brick-and-mortar centric.”

De Lisa explained that the company sees hospitality as a complementary business to its residential side.

“An important direction that doesn’t compete with our retailers is hospitality. Our Lineage Hospitality division continues to grow at a nice rate.”