Home Accents Today wrote a great article in their February issue that featured interviews with our buyers that gives you an inside look at how we select our wall décor. Here’s the full article:
IMAX Wall Décor Captures New Level of Sophistication and Quality
The team at IMAX Worldwide Home has sought to take the entire line to a new level of sophistication in 2013, incorporating high-end design and exceptional quality into every product it sells. Considering wall décor an important form of personal expression – and one of the company’s top selling categories – IMAX is moving in a number of exciting directions this year, including an expanded presence in mirrors, a greater emphasis on transitional designs and more attention to unique materials and superior construction.
“We introduce three major style trends twice a year as well as a variety of mini trends, and wall décor is part of every one,” explains Rex Yoakley, vice-president of sales. This year the major trend is Splash, a design direction meant to capture a “Boho Coastal” feel. “The wall décor features beautiful hand-carved, hand-painted pieces from Indonesia that boast intricate detailing like Boho medallion patterns,” adds senior buyer Pamela Stanton.
After their strong response last year, senior buyer Kendra Harp says the firm’s transitional offerings have been greatly expanded for 2013, along with its presentation of mirrors in an array of sizes and styles. “We strive to offer our customers a sophisticated look enhanced with the value they’re also seeking. We want to make sure they can continue to update their homes with a variety of affordable statement pieces.”
To achieve their impressive breadth of product, IMAX utilizes the talents of a number of artists and publishers both here and abroad, as well as its in-house creative team. “This collaborative effort has been a key to making wall décor such a strong category for us,” the buyers explain.
Quality of construction is another strong point of distinction. “In our hand-painted oil canvas collection – a huge market for us – our labor-intensive process features layers of finish applied to create each piece,” Yoakley explains. “In addition, all of our frames are kiln-dried to ensure no warpage. This guarantees our customers the richer, quality-driven product they desire.”
Wall décor accounts for about 25 percent of the total IMAX presentation, and Yoakley and his team are poised for a strong showing from the category this year. “We ended High Point with a solid performance, and there’s been steady action in reorders. Our customers are doing well with the category and have embraced our new design initiatives.”
For more information, please visit www.imaxcorp.com.