Organic materials, mixed media spark occasional offerings
Far-reaching sources offer range of media choices
By Jeff Linville -- Furniture Today, August 5, 2002
HIGH POINT — HIGH POINT — Bamboo, coconut, wicker and crocodile skin — sounds like a hut in the Amazon, but it also defines a hot look in occasional furniture this summer.
The occasional furniture category is dominated by imports, coming from all corners of the globe. Not surprisingly, these far-reaching sources offer many choices in mixed media, including a current trend to organic materials.
Mixed media turns up in star collections such as Ernest Hemingway by Thomasville and Bob Timberlake Lodge by Lexington, but it also dominates table groups and free-standing pieces.
Magnussen/Presidential introduced about 20 table groups at the April High Point market and was pleasantly surprised that its second-best-selling group was Sumatra, which combines organic materials such as crushed bamboo, crushed coconut shell and crocodile-embossed leather.
Other organic materials seen at recent markets are wicker, raffia (and imitation fibers) and banana leaf.
Standard woods — pine, cherry, oak, maple, mahogany and birch — are joined by others such as sycamore as seen in the new Synergy collection from Keller, alder at Century, cedar at A.A. Laun, walnut inlay, and burls made of prima vera, mappa, ash and olive ash seen at showrooms like Bernhardt and Universal.
Basic cherry and oak models continue to drive Pulaski's collector cabinet business, said Page Wilson, vice president of sales. At Klaussner, York said, "Cherry has always done well for us."
Metals include steel, brass, iron and aluminum with nickel a common choice for hardware. Top options include glass and stone tops like marble and granite.
From here and there
Some companies build furniture out of materials native to the country where the factory is located; others search the globe for the best raw goods.
Century Furniture's Oscar de la Renta collection due in October will combine domestic and international goods. The eclectic group will include about 25 occasional pieces based on unique antiques in the designer's own home, according to Robert Maricich, president and chief executive officer.
Some goods will be made in Century's Hickory, N.C., plant, but others could come from five different places like getting metalwork or stone from Italy, Maricich said. The company is looking for the best materials, so the supply sources could be as eclectic as the designs, he said.
While imports make up the majority of occasional furniture these days, North American producers believe they can continue to prosper.
"Imports are strong competition in all pricing categories," said Steve Robertson, president and chief executive officer of Indiana-based Keller Furniture.
To compete, Robertson said, "We've got to broaden our dealer base, which has declined over the years. We need to enhance our business with current dealers by placing new product while at the same time increasing the turn rate."
Shipping time is an area where domestic makers usually have an advantage. Robertson said, "We've structured our manufacturing process to ship product in 21 days. This quick-ship focus is crucial to compete in the marketplace and grow the company."
Quick service also applies to repairs, he noted. "Importing requires a long lead-time. It's very difficult to service a product from overseas. Keller initiated a program that ships repair parts in seven days. Our dealers give us credit for high quality and reliability on a consistent basis. If something does go wrong with a product, they know we'll take care of it — something an exporter has trouble dealing with."
Many producers are finding success by combining domestic and foreign efforts. Century will continue domestic production but also is putting strength behind its successful Destinations program, which marries Century design with foreign sourcing and reduced price points, Maricich said. Since starting nearly a year ago, Destinations has been a hit in both occasional and upholstered furniture.
U.S. makers can find a niche in upper-end merchandise, believes Maricich, but anyone who wants to command a premium price point in occasional today better offer plenty of look.
"You can get that look with superb finishes, a mixture of materials, but it has to be extraordinary design."
Foreign or domestic, business boils down to profits.
For Keller, producing good margins hinges on orders. Robertson said, "We have to increase orders to overcome our high level of fixed costs. Insufficient volume is our biggest culprit."
"The other issue," he said, "is to get the Culpeper plant producing at the same efficiency and cost structure as our other two plants. New Salisbury and Corydon are in great shape and are shipping in 21 days. All we need to do is feed them, and they'll make money."
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