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HIGH POINT — Casual dining producers are out to prove variety truly is the spice of life by offering retailers a bounty of new product in an almost dazzling array of new colors, materials, configurations and accessories.
Traditionally, April is the market for casual dining, and executives believe that after October's understandably below-average performance retailers are going to descend on High Point hungry for new ideas, products and programs to drive businesses that seem to be emerging from the doldrums of 2001.
"April has been our bigger market, at least for the past several years," said Greg Coyle, vice president of merchandising, marketing and sales for Chromcraft. "And with the light attendance we saw in October, we should see better attendance and order writing this market."
"The more distance we can put between now and 9/11, the more things will improve," said David Dunn, president of Dinaire. "Most of the retailers I've spoken to recently say they are coming to market and that business has been picking up very aggressively since the end of January. Our business has picked up considerably since the beginning of the year, and people seem ready to replenish their floor."
"We're running about an 8% to 10% gain over last year at this time," said Dan Masters, president of Richardson Bros. "Our incoming business is running substantially ahead. Everyone I've spoken to says they're coming, and since it's been a while since they been to market, they're coming to buy. We really do expect a big market."
This market will not see any radical shifts in either product design direction or in the competitive angst between imported goods and those manufactured inside the North American free trade zone. Frankly, unless you're an insider, it's going to become increasingly difficult to tell homegrown from offshore at any price point.
While there are still a number of North American-based producers who aren't involved in importing, those who are moving to ensure the goods they bring in complement and enhance those made at home.
For example, Richardson Bros. is adding two new casual dining groups to its import program. However, they will complement its new domestically made bedroom offerings.
"Imports are still on the upswing," Coyle said. "But you have to look carefully at what you can manufacture and what you can outsource. You've got to use the Asian countries effectively. You have to take what they can do really well and marry it with what you can do really well."
He points out that North America producers such as Chromcraft have skills Asian factories have yet to master. "For example, the use of robotics in the manufacturing of our swivel tilt chairs and our ability to make laminate and wood edge tables," he said.
Telling a color story
Color is going to play a big role this market – particularly black, which is elbowing its way into a lot of groupings this spring from both homegrown producers such as Bassett and importers such as Ligo Products. "The darker finishes seem to be picking up speed right now," observed Matt Johnson, vice president of merchandising and design for Bassett Furniture.
Echoing this drive towards darker hues is Saloom, which will be introducing a new Cherry Collection in four finishes from natural to dark distressed cherry.
"This will be a significant new direction for us as a company," said Rebecca Gould, marketing director, adding the collection will feature two of their best selling table styles – Artisan and Sable – offered in solid cherry accompanied by two chair and two case options. "We have watched while cherry has grown in popularity and are responding to numerous requests from our dealers and sales reps for this product."
Other primary colors will also be strong this market. "The primary color theme for us is based on soft blacks and grays with warm brown and natural undertones," said Dunn. "In keeping with the perfect farmhouse look, we've actually created the perfect 'gray barn wood' stain for oak."
In addition to black, aniline green and blue will be added to Bassett's Simply Yours collection featuring their new Endurance finish – "which has been very well received by the consumer," Johnson said.
New materials, new sizes
Two new tabletop materials will make their debut this market. Canadian category powerhouse Canadel will introduce Zodiaq, a new granite composite manufactured by Dupont.
"This material has the same benefits as granite but it's much harder to scratch, it's more flexible and, most importantly, the color is always uniform, which isn't always the case with normal granite," explained Jean Deveault, vice president of sales and marketing. "This very unique material is composed of 93% real granite – the rest being Dupont's secret ingredient."
Like the already established Dupont Corian, Zodiaq will be offered as tabletop option on almost every table in the Canadel line.
Ligo Products will introduce a 'Corian-type' product called Brazlo, which is manufactured in Mexico. "We can now offer this type of product at the entry level price points as our prices are about $100 a set underneath a similar Corian set," said Dan Angus, senior vice president of sales and marketing.
Underscoring these new tabletops will be new table size options. A number of producers are offering new larger sizes. For example, Canadel will show two new larger tables, one at 54 by 72 inches and another at 60 by 80 inches, offered with all leg options and single pedestal base options. Bassett is debuting what Johnson dubs their new gathering table, which at 60 by 60 inches offers seating for 12.
Another market trend to watch is the increasing use of leather as a dining chair cover. Several producers are either adding it to their line or expanding their offering. For example, Canadian metal specialist Reflections is adding a new toffee colored leather dining chair to their line-up.
Not all of the product action will be in wood. Metal and mixed media will also be stepping out with new numbers. According to Jim Nopper, corporate marketing director, Reflections will launch several new import collections showing metal and glass with hand painted finishes. "These collections are complete with complementing occasional tables and baker's rack," he added.
Dinaire will expand its wrought iron collections with new pub and bistro table sets topped with options including granite, marble, tile or metallic inlays.
Chromcraft's mixed media entrée will be Tropical Island, which feature two-in-one tables. "They can be dining tables or true game sets," Coyle said, adding that in addition to swivel chairs the collection features a new of new finishes from brushed steel to new painted finishes.
| Tropical Island is the new mixed media collection from Chromcraft. It features a true two-in-one table that can be used for dining and as a game table. |
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