Motion upholstery boom continues to gather steam
By Larry Thomas -- Furniture Today, April 28, 2002
HIGH POINT — Motion upholstery, a category that has enjoyed a booming business since late last year, showed no signs of slowing down at market.
Producers said they secured good placement on most introductions, and they believe the boom in sales will continue well into the summer.
Recliners at promotional and middle price points were especially popular in both leather and fabric covers, while motion sectionals and sofas that can coordinate with occasional tables gave retailers the ability to sell simple room packages
"We had a fabulous market," said Tom Enns, merchandise manager for motion upholstery at Palliser. "Everyone seemed to be upbeat."
Enns and other executives said showroom traffic was significantly ahead of last October, and generally ran about even with last April. However, they reported order-writing was much heavier than last April because retailers were working to replenish inventories and keep up with consumer demand.
"We were slammed every day," said Bob Young, merchandise manager for recliners at Lane, "Our line has been doing very well and dealers wanted to make sure they can keep the momentum going."
Dealers were in a similar mood in the showroom of Catnapper, another motion furniture producer whose sales have increased sharply in recent months.
"When times are good, people get a lot more creative. They're not just after the best deal," said Don Hunter, Catnapper's vice president of merchandising.
In keeping with a trend that began several markets ago, most showrooms were busy well before the market's official opening day on April 18. On April 17, a number of showrooms registered 50 or more dealers, and several were busy even earlier.
"We had many who came in on Monday (April 15) — a day earlier than usual," said Dwight Hardison, vice president of marketing and merchandising at BenchCraft. "We were real pleased with attendance."
Among BenchCraft's market winners was a three-model line of large-scale recliners called Big Easy that retail for $499 to $699.
Young said Lane secured good placements on several new models in its medium to upper-end First Class Seating recliner line.
Recliner sales leader La-Z-Boy reported good feedback on a pair of small-scale recliners retailing for $399, as well as several other new models retailing for $459.
"Our dealers seemed to be very pleased with our new product offerings," said Paula Hoyas, La-Z-Boy's product manager for motion furniture. "We have been enjoying outstanding business since October, and it looks like that's going to continue."
A new line of low-leg reclining club chairs was among the market winners at Berkline.
And two other motion producers not well known for recliners — PeopLoungers and Klaussner — said their efforts to expand their presence in the category were successful.
"Our reclining chair business has really improved, which we're pretty excited about," said Vandy Baker, vice president of merchandising at PeopLoungers, which unveiled a line of recliners covered in a faux suede fabric.
Jay Foscue, vice president of merchandising for motion furniture at Klaussner, said the company's broadened recliner assortment was a market winner. Dealers were especially excited about several models with leather/vinyl covers retailing for $399 to $699, as well as a lineup of small-scale models retailing for $599 to $799.
While recliner "gadgets" such as arm storage units, coolers, cup holders and telephones were still available, they clearly were being de-emphasized at market.
"People are more style-conscious than gadget-conscious," said Chuck Tidwell, product manager at Franklin. "When we can design something with a little more style, it communicates a better value to the consumer."
Sheldon Lubin, president of Canadian motion specialist El Ran, said his company's biggest market hit was a sectional retailing for about $1,499 that includes four recliners and two consoles, covered in a soft faux suede fabric.
"We had a great show," Lubin said. "Everything we introduced was accepted. There was nothing that didn't work."
| Lane's Rio motion sofa, shown here in soft blue leather, was a hit with dealers. |
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