Generations Furniture LLC:
Reviving Consumer Passion for Furniture
After working in the furniture industry and observing its trends for 30-plus years, it’s our opinion that the industry needs to redefine itself to suit the ever-changing consumer lifestyle. By designing furniture that embraces the multicultural evolution and at the same time remains mainstream in its overall consumer appeal, we can take steps toward this redefinition.
The retail furniture consumer is becoming more complex and changing at an ever-increasing speed. Shifting demographics, household downsizing, more educated consumers and new channel formats—among other trends—require the furniture industry quickly adjust and modify existing models, approaches and processes to satisfy the needs of its future customers.
Generations Furniture LLC believes that in order to progress our industry forward we must tap into the bright young minds of this country, and by doing so, bring back a passion for furniture.
Our concept is simple: design furniture that pushes the boundary of our industry and create with the intention of embracing diverse cultures and lifestyles.
Furniture is in the Family:
Kevin Moats, CEO
Kevin Moats, founder and CEO of Generations Furniture LLC, is third generation furniture expert—family experience in the industry reaches back more than 100 years.
A brief timeline of Kevin’s journey through the furniture industry:
1970 Kevin started working for his father at furniture factories throughout the United States.
1978 After leaving the family business, Kevin began working as an independent representative, selling furniture to retailers across the country. He traveled to Asia, sourcing factories and distributing furniture to the emerging wholesale club industry and to conventional retail furniture stores.
1999 Kevin started Independence Furniture with two partners and grew the company by 100 percent to 200 percent each year during the first four years.
2002 Kevin sold his shares of Independence Furniture and started a new venture, Direct Marketing Worldwide LLC (DMW), with offices in Colorado and south China. Overseeing design from an initial idea to the rendering of a finished product, DMW was a vertically integrated sourcing company, supplying many of the top 100 retailers in the United States.
2006 Kevin founded Generation Furniture, a design firm originally created around celebrity television host Rebecca Cole.
Today Kevin continues his dedication to Generation Furniture LLC by reaching out to aspiring designers in an effort to develop tomorrow’s furniture industry for the up-and-coming furniture-buying generation.
The Future of Furniture
Instead of Competing...Create!
Generations create vastly different consumer groups, which the furniture industry has in general overlooked when developing and executing their design strategies. Knowing the value of each generation as distinct and unique customers is vital for success.
A diverse group in how they shop, where they shop and how they spend their money, Generation Y’s purchasing habits will bring about an even greater shift to multiculturalism in retail throughout the country.
The evolving consumer in all generations will not be easy for furniture retailers to understand or master. Consumers are increasingly proactive in their purchasing decisions.
Generations Furniture LLC strives to define this “contemporary consumer” to retailers and manufacturers, and therefore enhance how we as an industry recapture the attention of our consumers.
