Jasper's Indiana Furniture expands reach through New York City showroom

Indiana Furniture’s New York City showroom has become a sales foothold in one of the country’s most competitive commercial-furnishings markets, with Pringle-Ward serving designers, dealers and clients from the five boroughs to Long Island and the lower Hudson Valley. The showroom is at 15 E. 32nd Street, 5th Floor, in Manhattan, and the New York Design Center lists it as Suite 1116 with Susan Goldschrafe as the contact.

For Jasper, the reach matters because Indiana Furniture has been headquartered in the city for more than a century and employs 201 to 500 people, according to the company’s LinkedIn profile. A stronger presence in New York puts Jasper-made products in front of architects, interior designers, purchasing agents and end clients who shape workplace purchases, which can help convert showroom visits into orders and longer-term projects that feed production back home in Dubois County.

Pringle-Ward says Goldschrafe has more than 25 years of industry experience and became owner and president in 2017. The firm describes itself as an independent representative organization focused on maximizing manufacturers’ sales potential in the New York market while serving dealers, end-users and designers. Its contact page lists Susan Goldschrafe at susan@pringleward.com.

The timing also fits a commercial real estate market that has been rethinking office space since the pandemic. Steelcase has said post-COVID workplaces need strategies that support people returning in waves while maintaining collaboration and productivity, and Reuters reported in August 2021 that work-from-home trends were hurting large office-furniture makers. In that environment, a visible showroom can be more than a display space: it is where a Jasper manufacturer can meet the people deciding how offices, schools and other workplaces will be built out.

That is the local angle in Dubois County. Indiana Furniture’s success in Manhattan reflects how a Jasper company can compete far beyond southern Indiana while reinforcing the county’s industrial identity. If the showroom continues to generate interest from New York buyers, the payoff could reach back to Jasper in the form of steadier production, more consistent sales and a stronger national reputation for a company that has spent generations building office furniture from Dubois County.