Eager buyers spur brisk activity in SOHO
By Gary James -- Furniture Today, January 27, 2002
SAN FRANCISCO — SAN FRANCISCO — SOHO activity was brisk at the winter market as retailers shopped for new goods to keep pace with the uptick in consumer demand that started late in the fourth quarter.
With inventories pared to the bone and business showing signs of a turnaround, small office/home office retailers came in ready to place orders, exhibitors said. Traffic was surprisingly strong, particularly on opening day.
While SOHO introductions were relatively light, a number of companies brought out groups that did well, including Creative Ideas, L.J. Howard, Martin, Legends, Golden Oak and Orman Grubb.
Benchmaster, a new source of imported office chairs and recliners, made good contacts at its first show here, said President Gene Trobough. Retailers liked the company's range of colors and quick-ship service position, he said.
"We offer six models in six colors, all available in a day or two," he said. "We're an attractive alternative for smaller dealers, since we warehouse everything in the states."
Emerald Home Furnishings, which entered the home office category last summer, generated good reaction here to the two groups it introduced at the October High Point market, in Mission oak and maple contemporary.
"Everything on the West Coast is going light, first kitchen cabinets, window trim and flooring and now furniture," said Evan Ritchie, president. "Our new maple group should do very well in this market."
At Aspen, a modular addition to the cherry Chateau de Vin collection drew a solid reaction. Priced at $1,999 to $2,499 for a full setup, the group offers "a big perceived value," said Tony Cantrell, vice president. "We've enhanced both the style and the function."
New features include a hideable printer tray.
Making its U.S. debut here was a group of eight New Zealand companies under the Furnz marketing umbrella. The group included SOHO producer Goode, which spotlighted three ready-to-assemble workstations called Webrowser, Netsurfer and Net Xplorer. All feature a large keyboard tray, ample storage space, aluminum legs and colorful surface treatments in fern green, plum, purple and maple.
"We're just beginning to set up our U.S. distribution," said Trevor Swinburne, president of Furnz, which has warehouses in Michigan and Maryland. "We offer dealers a nice stepup product in the $350 retail range."
Orman Grubb had two new groups, Noble Garden in alder solids and maple veneers with a blonde finish, and Avenue, a casual cherry group with a distressed finish. Each group is offered with 50-inch, 62-inch and 74-inch desks and returns, bookcase, file cabinet and armoire.
"These groups give dealers two new stylish hooks for attracting business," said Jeff Grubb, president. "And they don't take up a lot of space on their floors."
Creations Mfg. did well with the new Works II executive setup in Mission and traditional styling, as well as Palm Lakes, an addition to a transitional entertainment group. Palm Lakes features finished backs, "since many consumers are floating their office furniture in their rooms," said Tom Yow, chief executive officer.
"This could be a defining market for the industry," he added. "Retailers are buying again, and business seems to be turning the corner."
L.J. Howard introduced two home office groups here — a planked, rift-cut Mission group and an alder group with a new, warm finish. It also added 10 granite laminates to its line. "We picked up a number of new dealers here," said Les Howard, president. "It was a very good market."
Martin said it gained retail floor space with the Newcastle Cherry modular collection and a redo of its Huntington Office. "We're aiming to freshen up some key groups rather than always bringing out brand new product," said Ken Levi, national sales manager.
| Creative Ideas expanded its Signature Series with a variety of pieces, including this fan-angled executive desk. |
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