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Q4 News

Updated: Oct 8, 2019

Lorell Continues to Grow – From a Virtual Reality Showroom to Exercise Bikes, What Will Be Next?

Thinking outside the box and creating new selling tools is important in today’s competitive environment. Virtual Reality, augmented reality to actual real life products is just what Lorell is bringing to you. You are going to love your new S.P. Richards Furniture and Lorell catalogs. These are two of the bests selling tools in the industry. Complete offerings to fit any of your customer’s needs from stock product to special order. In the 2020 Furniture Catalog, we offer over 20,000 skus that ships within 3 weeks or less, many of the items even ship to arrive the next day. This is a great selling tool to show your customers that you mean business when it comes to furniture. You offer great products, at great prices, to take care of all of their furniture needs. Let’s not forget the awesome Lorell catalog. It is sleek and packs a hard punch with products that range from desk, chairs, files, SOHO, Sit-to-Stand, exercise bikes, Jan San Cabinets and many more. This catalog fits right into every salesperson’s bag and can be distributed to all of your customer’s. Why do we send the catalogs in October? Great question! It is to give you a 3 month head start on the competition, because all the other catalogs arrive in January. Take advantage of this time and give your customer’s a new S.P. Richards Furniture and Lorell catalog.

2020 Catalog Kick Off

Our Furniture Regional Sales Managers and Account Managers are busy with customer visits making sure you received your catalogs and presenting our 2020 Catalog Kick Off presentation! The 2020 Furniture presentation introduces you to all of the new and exciting products that you can show your customers. If you have not set up your private 2020 Catalog Kick Off Meeting, contact your S.P. Richards Account Manager or Furniture Regional Sales Manager. We can’t wait to share the newest furniture additions with you!

If you would like a copy of either catalog, please contact Furniture Support Center at 888.598.7316 or email your request to and we will send you a copy. Don’t forget to visit our new website, where you can to sign-up for all of our furniture newsletters and promotions and find everything about S.P. Richards. We also re-freshed, take the time and visit these sights, you won’t be disappointed!

Happy selling and let’s finish 2019 with a furniture project!


Did you know S.P. Richards has 890 HON skus in stock for next day delivery!

New Brands

Signage by Lorell

· This is a new category of wayfinding products with several options, from blank snap-plate signs with user-generated inserts to preprinted signs, and from basic to high-aesthetic styles and finishes.

· There is also an option to create custom signage for specific needs or applications.

· SPR stocks many styles in a black finish for next-day delivery

· Additional finishes are available for delivery in 2-3 weeks

· Ordering process details will be available soon

Gallery by Lorell

· This is a new category of Artwork and Decorative Mirrors are competitively priced against products from large commercial and residential retail sources

· 13 skus are in stock at SPR for next-day delivery

· 18 skus are in Furniture Advantage for delivery in 10-14 business days

· 100 additional special order skus and the ability to create totally custom artwork

· Ordering process details will be available soon.


· Line of marker/bulletin boards, desk accessories, magnets, push pins, and markers

· Contemporary styles that work well in either commercial or home office environments

· Fun and fresh alternatives to standard products

· 44 skus in stock for next-day delivery

Harper Hand Trucks

· Line of hand trucks & carts that offer enhanced features at very competitive prices

· Made in the USA since 1953

· Multiple weight capacities and handle & platform configuration options

· 9 skus in stock at SPR for next-day delivery

Lorell Metal Products

· New Metal Lockers and Personal Storage items

· 12 products in 2 finishes (Black and Silver Metallic) in stock for next-day delivery

· New configurations at competitive prices

Great Openings

· New Furniture Advantage vendor for SPR

· Metal Lockers and Personal Storage items

· 24 products in multiple finish options available in Furniture Advantage for delivery in

10-14 business days

· 60 standard colors and 12 Dwelling colors available as special order

· Finishes match most contract furniture manufacturers

· Custom color program available

KFI Studio

· KFI Seating has rebranded themselves as KFI Studios and has expanded their offering to

include some higher-design products, website:

· While continuing to support their current mid-market partners, they are also targeting

higher-end aligned dealers and the A&D community.

· Formed an alliance with a Scandinavian company for their new contemporary designs.

· Added Lighting and Outdoor Furniture categories to their line-up

· S.P. Richards will meet with them to review new products for consideration

Dropped Brands

· Flexsteel/DMI

· Frasch

· Samsonite Furniture

· Nightingale


New Lorell 2020

We are excited to introduce some of our key new product additions! We continue to refine and expand the Lorell offering to give you more opportunities to meet your clients’ needs and grow sales at attractive margins.

Active Office:

We have expanded the Active Office segment this year both with line extensions and new entries. First, we’ve added the Height-Adjustable Desk Shells in the Essentials line. Available in 72” or 60” widths in 3 very popular finishes; Mahogany, Cherry, and Weathered Charcoal. The desk shells are designed to work with the LLR25944 Adjustable Legs (sold separately).


To support your local schools’ STEM efforts, Lorell is

proud to introduce our line of metal desking and

storage dedicated to MakerSpace. With plenty of

storage to keep equipment and supplies neat and

organized, it features bin units and units w/doors

that combine to create a modular, flexible storage

system. Pull-out bins allow users to transport the

tools they need to their workspace.

SOHO and Resimercial:

SOHO and Resimercial continue to be significant trends and Lorell wants to help you to continue meeting the needs of clients seeking those solutions. We’ve added great desking and seating solutions, a few of which are shown below:

Natural Wood Leg Stack Chair:

• Plastic stacking chair with plastic back, seat, & armrest

• Beech wood legs

• Meets BIFMA Standards

• 2 per carton

LLR42960 - Plastic Stack Chair - White - $745/CT
LLR42959 - Plastic Stack Chair - Black - $745/CT

Leather Sled Chair & Stool

• Mid-century modern-inspired design

• Bonded leather upholstery shell for long-lasting use

• Durable, powder coated sled base

• 2/CT

LLR42958 - Sled Base Guest Stool - $359/CT
LLR42957 - Sled Base Guest Chair - $278/CT

S.P. Richards is proud to introduce our new 500,000 square feet Redistribution Center. Not only is this facility the largest S.P. Richards Distribution Center, but it is also the largest in the Genuine Parts family. The Atlanta Redistribution center is the home and key distribution point for Lorell furniture.

The new distribution center spans 500,000 square feet and serves as the primary shipping facility for Lorell furniture. The new facility is equipped with VNA wire guided technology, 36’ clear ceiling height with 30’ racking uprights, 94 dock doors, 300+ trailer parking and a top-rated warehouse management systems.

Quarterly Furniture Flyers

We are excited about the changes that we have made to our Furniture and Lorell quarterly flyers. We continuously hear that the use and effectiveness of print is losing out to digital formats, we looked at the performance of our 2018 furniture flyers and the results confirmed what we had been hearing. With the number of dealers distributing printed flyers declining and the cost of printing and distribution continuing to increase, the performance and profits of the printed flyers had drastically declined. To test the waters, we have been providing digital furniture flyers this year to determine the effectiveness of digital versus printed. The distribution and profitability of the digital flyers has proven to be a good decision for our customers. The ability to price the products in the flyer to meet higher profit margin requirements has also increased the distribution.

We offered the printed flyers for the first 3 quarters of 2019 as well as provided digital flyers. Beginning in the 4th quarter of 2019, only our new digital flyers will be are available. The flyers can be found and can be found each quarter at - under Current Promotions.

Each flyer has editable sales prices, allowing you to meet your desired profit margin. We also left room for you add your dealerships information and branding.

How to Edit Editable Flyers: The link can also be found with the flyer at

We reduced the PDF flyers to 4 pages to allow it to be easily emailed and not overwhelming to the receiver. We are finding that our new format has been well received and is more profitable for everyone. The 2020 SPR MSD Kit shows everything that is available and can be found here:

The Q4 Lorell flyer is available now and ready to be download, .The flyer features many great new items from our 2020 catalog as well as some hot, existing items like our Lorell glass chairmats. Introduce your customers to these wonderful new items by emailing the flyer to your entire customer list. You can even have them printed with your custom pricing so they can be mailed or delivered to your customers.

Feel free to provide your feedback after you have reviewed and distributed these new flyers. We are always open to suggestions on how to continue improving our programs to help you continue to grow your furniture business with us. Thank you for your business and let’s finish 2019 strong, furniture strong.


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