Seating producers find plenty to be happy about
By Gary Evans -- Furniture Today, April 28, 2002
HIGH POINT — Seating producers say they used a common set of upholstery legs this market — the kind that walked the product right off showroom floors.
Not really, of course, but executives at major stationary upholstery makers clearly ended the market here last week jubilant over the amount of business booked.
"Buyers were enthusiastic. Everybody was eager to find new things," said Ron Smith, vice president of sales and marketing for Alexvale.
"It was absolutely terrific," said Corey J. Keifetz, vice president of merchandising for Rowe. By Saturday morning of the market, the company had "significant" increases in orders over last April.
"There is no doubt in my mind that this market lived up to our expectations," said Keith Feuerhaken, vice president of sales at Flexsteel. "We've had a rise in business since December."
He added that company executives spoke to so many buyers during the first days of market "that our brains were numb from interacting."
Tom Prato, vice president of sales for Bassett, said his sales team reported strong commitments. "When they sit down (and total their orders), I think they'll have a killer market," said Prato.
Likewise at Clayton Marcus. "We were quite busy," said Cherry Whitener, vice president of fashion merchandising. "The market got an early start. A lot of people were in Wednesday."
Buyers had lots of new product to review, and some trends were evident:
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Color was everywhere, with reds still dominating.
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The appeal of sectionals grew after languishing for many years, probably because consumers are now furnishings home entertainment rooms (see accompanying story).
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Opulent, romantic, cushy, fabric-on-fabric, layer-on-layer looks were nowhere near fading.
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Size mattered. Sofas and chairs were scaled up and down to meet changing housing sizes. Crescent- and kidney-shaped sofas also proved popular, with pairings of the silhouettes on upholstery floors common.
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Accent chairs and occasional pieces, backed by dozens of finishes and fabrics, were popular because buyers could show one on their floors and offer numerous options without having to stock the items themselves.
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Occasional tables and upholstery, packaged together, brought upholstery companies added revenue and, in many cases, dictated styling.
All of which, manufacturers said, contributed to an interesting market and allowed both producers and retailers to go home satisfied. "If this isn't a market to remember," said Flexsteel's Feuerhaken, "then you weren't ready."
Buoyed by an improving economy, buyers not only looked for programs like quick delivery (fast becoming a problem) but responded to out-of-the-ordinary introductions like Bassett's Simply Yours program, which allows consumers to customize both upholstery and case goods to suit their lifestyles.
Alexvale's Smith said that dealers were tired of "a sea of chenille" and responded to new colors, fabrics and looks. He said the company saw its "regular trade" but gained traffic through a new program of supplying occasional product for parent company La-Z-Boy's galleries.
Rowe's Keifetz said his company gained new accounts this market. "People we've been prospecting opened up with us," he said.
Feuerhaken said Flexsteel's Christopher Lowell offerings remained a strong draw, and brought in new orders now that the line is proving itself at retail. "Buyers placed orders vigorously because it has been field tested," he said. "We have success stories to tell."
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| There were many crescent-shaped sofas in showrooms, including this one from Henredon. |
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| This was a market for vibrant colors, as illustrated by this sofa by Raymond Waites for Laneventure, in Chinese red chenille with gold, green moss and red overscaled pillows. |
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