Versatility, value key small office/home office
By Gary James -- Furniture Today, April 28, 2002
HIGH POINT — Versatility and value drove small office/home office activity this market.
Since many consumers don't have space for full-blown home offices, producers brought out a variety of pieces suitable for smaller spaces. They also sharpened their pencils, tapping new import capabilities as well as improved domestic efficiencies to offer more features for the money.
All in all, it was a solid market for the category. While not as robust as its cousin, home entertainment — which ranks higher on many retailers' shopping lists these days – SOHO sources were encouraged by the results here.
"The SOHO business, which has been down a bit, seems to be turning the corner," said John Hendrix, vice president of sales for chair source Office Star. "Retailers are saying that sales are picking up, and they came here eager for new goods to freshen up their floors.
"While some of the smaller dealers stayed home, we saw all of the majors we had hoped to see."
Office Star received good placements on its new microfiber line, a group of upscale leather chairs and the Scooter line of youth seating, Hendrix added.
At Sligh, which also introduced a major home entertainment program at market, traffic was up over both October and last April, said Bill Peterson, vice president of sales and marketing.
"All the retailers we've been talking to say business is starting to rebound," he said. "They're very upbeat, and they're in a buying frame of mind."
He said Sligh drew a good response from retailers with its new import group, in two flavors of cherry and an antique white finish with carved details.
Eagle Inds. revamped its home office program this market, adding pieces and features for a total of 35 new SKUs. New pieces include double lateral file cabinets with optional drawer and lift-top storage and corner computer cabinets with curio tops. New features include CD storage, corkboards, hanging paper trays and larger keyboard trays.
"Retailers gave us good ideas for enhancing functionality and versatility," said Shari Parrott, director of marketing. "They told us that consumers are spending more time at their computers and need extra help organizing their work and gear."
Eagle also showed a new unfinished SOHO collection here called Sean Michael.
Broyhill, which entered the home office category with three modular collections last October, added seven small-scaled computer cabinets as well as a modular version of its best-selling Fontana case goods collection. The computer cabinets provide a space-saving solution at a sharp price point of $599 retail, said Allison Pennell, merchandising manager for youth and home office.
"We're getting a good reaction," she said.
Jasper Cabinet added several secretaries that accommodate the monitor and other gear in the lower desk section while freeing the optional top unit for display. Previously, the top unit was needed to store the monitor. Other introductions included a lift-top desk in four styles. All the new pieces are available in custom finishes, including hand-painted versions.
"The new secretaries are perfect for a bedroom, family room, dining room or kitchen," said Robert Cribbs, general manager of sales and marketing.
At Aspen, SOHO introductions included the Choices group of domestically produced desks in Shaker/contemporary styling. Sized at 36, 49, 57 and 75 inches, retail price points range from $199 to $999.
"These desks feature all-wood construction, which makes them an attractive alternative to RTA," said Tony Cantrell, vice president.
Aspen also added an "all in one" computer armoire to its Chateau de Vin collection, as well as a cherry version of its Heritage modular group with enhanced styling details. Both are Chinese imports.
The company now is warehousing product at a 40,000-square-foot facility in southern China. Aspen offers discount pricing on 100 pieces of SOHO and entertainment furniture that can be shipped directly to retailers in mixed container loads in four to five weeks.
"We'll still offer our direct container program, but this gives our smaller dealers a way to take advantage of these import values," said Cantrell.
Also taking advantage of import capabilities was Hekman, whose introductions included an executive office setup in Chippendale/rococo styling. In mahogany, the group features serpentine curves, fretwork, acanthus leaf treatments and other upscale details. The desk is $2,999 retail.
"Many of today's homes have a room dedicated to home office, and a group like this allows the owner to really show off," said Neil McKenzie, vice president of sales and marketing.
Building on the success of its modular line, Hekman added a new flavor here in West Indies styling. It also created new point-of-sale brochures that describe the modular line's pieces and features.
At ready-to-assemble specialist Creative Interiors, an assembled modular collection in Mission styling was offered through the new Vignettes brand. The imported collection is aimed at furniture stores and big-box retailers.
The nine pieces, arranged in a U configuration, will retail for about $2,000, said Phil Miller, general manager. Other new Vignettes office pieces include an oak desk and hutch at $499, and a drop-lid computer center at $799.
Additional case goods majors showing new home office collections here included Hooker, Riverside and Stanley.
| This computer cabinet from Eagle, priced at $699 retail, features new storage touches, including CD racks and paper trays. |
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