Office superstores key on value
By Furniture Today Staff -- Furniture Today, March 24, 2002
HIGH POINT — HIGH POINT — Office chairs continue to be a highly price-sensitive product category, and the office superstores lead the way.
At Office Depot, a recent circular touted basic task chairs at $39 and $49, a fabric manager's chair at $89 and a selection of "select leather" chairs at $99 and $129.
At Office Max, the hot price points in a recent circular were $49 for a leather task chair, $79 for a leather manager chair and $99 for a leather executive chair.
And at Staples, the spotlight was on "special buy" task chairs from Global and Novimex at $59, Novimex manager's chairs in leather or fabric at $99 and a "your choice" selection of Situations and Samsonite leather, fabric and air-cushion chairs at $129.
In many markets, this sort of aggressive merchandising has given the office superstores a stranglehold on the office chair category. But there's room for furniture stores to compete, if they don't mind thin margins.
For example, Salt Lake City-based powerhouse R.C. Willey regularly promotes office chairs in its newspaper ads, with a $19 task chair, $69 wood-base chair, $79 black leather-match executive chair and $99 deluxe manager's chair among its recent offerings.
| Aggressive advertising has given office superstores a real advantage in the office chair category. |
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