Touchstone Intros Sub-$1,000 Powered TV Lift

Touchstone Home Products has announced an automated TV lift for $999.99.

Getting the new Elevate lift below $1,000 was a priority. “This is something that we worked toward for a long time," says CEO Jeff Sheahan.

Meanwhile, the single actuator and lower weight increase the lift’s speed. It takes under 40 seconds to display versus 53 seconds with dual-actuator lifts, according to Sheahan.

Sheahan adds that in order to get the Elevate under $1,000 and to minimize its weight (for cash and carry business), Touchstone uses a single actuator as opposed to the dual-actuators it uses with other lifts in its line. Dual-actuator lifts weight about 98 pounds. The difference, he says, is a “barely noticeable” increase in noise. “It’s still extremely quiet.”

Sheahan says demand for an affordable and light — the Elevate weighs “50-something pounds” and accommodates up to a 42-inch flat-panel TV — TV lift springs from TVs themselves being so affordable. He notes that people have more and larger TVs than ever and often struggle with placement.

Another priority for Touchstone was to build significant margin into the price.

The company hasn’t announced specific distribution plans, but Sheahan says he had discussions with some big-box retailers during CES 2010. He expects to bring some of them on board in the next few weeks.

Touchstone also sees the Elevate as a good solution for CE pros. “For custom installers, I think it’s part of a good-better-best offering,” Sheahan says. “If somebody is looking for a more affordable price option, particularly if they are putting a 32- or 37-inch TV in another room after buying a new, bigger one, here’s a solution for them.”

In big-box retailer stores, Sheahan envisions the Elevate as “a good primary option” that is “much nicer than a big console.”

Features of the Elevate:

• Can entertain or store a TV at the touch of a button
• Designed to accommodate flat-screen TVs up to 42-inches
• Finished on all four sides, making it a versatile home entertainment furniture option
• Turbo Lift technology ensures fluid movement, raising or lowering the television in less than 40 seconds
• Comes fully assembled
• Wireless remote control
• Child safety security code
• Available in Espresso, Vintage Black and Antique Honey finishes
• Optional storage cabinets

Sheahen says the Elevate will be available online and in-store February 2010.


Touchstone envisions the Elevate as an entry-level option for custom clients' secondary TVs.