HIGH POINT — A legacy furniture company has a new name, brand identity and product mix.
When High Point Market opens in a few weeks, Magnussen Home will make its first appearance as Banner House, a new corporate identity that encapsulates a growing portfolio of furniture brands. Debuting in a new 91,000-square-foot showroom in 220 Elm, the Banner House product offerings include Magnussen Home, as well as Pulaski Furniture and Samuel Lawrence Furniture, two brands acquired in late 2025.
“Banner House is a new overarching identity representing multiple legacy brands that while distinct, are similar in the emotional connection customers have had with them over decades,” said Nathan Cressman, CEO of Magnussen, now CEO of Banner House. “As the flagship, we see our role, not in changing the brands’ core cultures that meant so much to so many, but in preserving and growing them for generations to come.”
Douglas Townsend, president of Banner House, added that the name was chosen to signify how the company approaches the furniture business, not only with shared operating structures for the brands and the resulting efficiencies, but also with “the shared values of quality, integrity, service and the way we treat people.” Townsend added that the new identity represents “more than a logo, fresh look and new High Point showroom.”
“Banner House is about a shared purpose that is greater than our own,” he said. “It is a unifying flag that people can rally around in tumultuous times.”
Diversity of product
Townsend said that each brand under Banner House has distinct personality and price points, accompanied by a shared commonality of customers. The new tagline of “Everything for home under one Banner” reflects the sentiment, underscoring the three stylistically distinct brands with delineated price points that will appeal to a variety of consumer personas. All three brands can be mixed in a single container or truck, out of one warehouse, domestically or from Vietnam.
“The synergies align to provide more value in the marketplace,” said Townsend. “The operational efficiencies and mixability of the three brands translate into cost savings while expanding on the values that Magnussen has lived by throughout its history.”
Banner House is coming to High Point Market with a mix of product introductions across all three brands. In the bedroom category, Pulaski will have nine new groups, Magnussen will have 14, and Samuel Lawrence will debut five groups. In the dining category, Magnussen will debut 10 groups, while Pulaski and Samuel Lawrence will add four and one, respectively. In occasional furniture, Magnussen will introduce 25 collections.
“Buyers will see three different companies in one showroom,” said Townsend. He added that each brand “has champions” ready to work with buyers to determine their best mix of product.
Page Wilson, senior vice president of Pulaski and Samuel Lawrence brands, will direct the reestablishment of the brands’ identities, joining Townsend and Cressman. Christa Albrecht, senior vice president of Magnussen brand, will “lead the charge for Magnussen’s core brand,” and Fred Schubert, vice president of product development, will focus his team’s efforts on supporting the growth and identity of all the brands.
“We focus on things we can control and adjust to the things we can’t,” said Townsend when asked about the current industry challenges from geopolitical and economic headwinds. “We can control our sourcing, quality and service and that provides stability.”
Cressman leads the team encompassing all three brands with a commitment to preserving each one’s legacy while also exploring opportunities for change and progression.
“There is not a moment in time when I’m not looking at product and asking, ‘Does it meet the bar for the brand that it’s under?’” said Cressman.
Banner House will debut its new showroom, 26,000 square feet larger than Magnussen’s previous location, at the spring High Point Market. All the brands can be accessed through one entrance at the 220 Elm location.
Source story on Furniture Today: https://www.furnituretoday.com/.../new-look-and-product.../
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