Youth furniture goes beyond basic bed, dresser
Expanded selections boost vendors' sales
By Jeff Linville -- Furniture Today, January 27, 2002
HIGH POINT — Juvenile furniture makers are expanding their offerings beyond the typical bed and dresser in the hopes of gaining market share.
The furniture industry is suffering from a U.S. recession, but some youth furniture providers are increasing their sales by offering occasional and accent pieces that catch the eyes of both children and parents.
"We've found that those accessory pieces … upscale the display and really set the tone for the entire group if you can get them on the floor," said James Millner, Lea vice president of product development and design.
"The true, dedicated youth stores will incorporate those specialty pieces in their collections probably more so than your larger retailer because they understand the value of those pieces," he said.
Millner noted that two pieces introduced last year are selling well now. Introduced at the April High Point market was an entertainment/computer armoire, while the October market brought an L-shape extension off a standard computer desk to provide extra workspace and storage.
In the works are three mirrored armoires based on the success of the 930 collection, a Victorian-styled girl's group.
That special something
Sean Slack, the Powell Co. executive vice president of merchandising and marketing, said Powell offers three groups with matching toy chests, including the Ontario collection, where the chest has an optional hutch with places to hang hats and coats and a corkboard for posting notes and photographs.
The Brianna's group features two pieces designed to be both functional and fun. The nightstand is decorated inside and outside for a playhouse feel, as is the footboard attachment that opens up to reveal storage space or a dollhouse setting.
Don Mecke, Standard vice president and manager, said his favorite occasional piece from 2001 is a doll display chest for the Diana group. The chests, which are now getting placed in stores, look like a china cabinet modified for kids. Standard also has introduced a toy chest.
Displaying photography features prominently in the design of the new 553 collection from South Shore. With the tag line "Slide in Your Décor," the group in Maple Vega finish offers many places to display pictures on most of the items including the bed headboard, dresser, TV armoire and a mirror.
Christian LaDouceur, South Shore vice president of marketing, said he has two teen-aged daughters and knows how much they love showing off photos of themselves and their friends.
Let us entertain you
"Entertainment armoires are big in adult lines," said Powell's Slack. The junior versions also are doing well for Powell.
The girls' Big Top and the rustic, pine Cabin Creek collections have armoires for computers or televisions. The units have stacked pullout surfaces: one for a computer keyboard and one a flat writing surface.
Stanley has taken a popular adult armoire and shrunk it down to fit better in children's rooms. The 46-inch-high unit has the same kind of cord management as the adult size, as well as a fold-down drawer front for computer keyboard usage.
Standard has tackled the needs of video game systems with a cabinet that has open shelves for quick access, a lower height for the TV so kids can view it better when sitting in the floor, said Mecke.
Encouraging education
One of the "three S's" of youth furniture, study is a focus of many new features and pieces such as the Powell pullout writing surface on the computer armoires.
At the Toronto furniture market earlier this month, several companies offered new youth study options. Sauder introduced a youth workstation for its "Study Works" group. Choico Furniture Mfg., a division of Donald Choi Canada, introduced a bed in Brazilian pine with a collapsible writing surface on the footboard. And, Palliser introduced an adjustable-height junior drafting table in metal tubing or Durham maple versions, with built-in storage for drawing supplies and beverages.
Stanley has a modular work surface, with adult styling, that attaches to a child's desk. The 30- by 39-inch workspace with an adjustable support leg can be accessed on both sides for playing cards or board games.
Because floor space is often scarce in children's rooms, many companies are offering bunk beds and loft beds as a way to increase vertical storage, including Canwood and A.P. Inds. L-shaped bunk beds usually have bookshelves and a writing desk built into them, while loft beds create space underneath for case pieces.
Category on the grow
The FUNplus youth category from Palliser is growing strongly, according to Werner Disselkamp, youth merchandising manager. Sales in 2001 were up 20% over the prior year, he said.
Hot looks for E.G. Furniture include two-toned pieces and light stains, according to Regent St-Hilaire, vice president and general manager. Two-tone colors were popular 25 years ago, he said, and the trend is hot again. The new Madison collection combines white and pink on each case.
E.G. has attracted attention with bright basic colors painted onto its items. A growing look is using a stain rather than paint so that the grain of the solid wood shows through.
Case pieces and occasional items provide a bridge between younger and older children's styles at Morigeau-Lepine. In collections like the 4500 series in French Vanilla finish, the design is complimentary to either a crib or a bed, said Jean Ginette, sales manager.
The crib has a sleigh bed look that matches the dresser, nightstand and other pieces. As the child grows, the crib can be replaced by a twin sleigh bed, which itself can be replaced by a full bed.
The company has been in business since 1945, said Ginette, so consumers don't have to worry about not being able to find a coordinating piece as the child grows.
In order to get that repeat business, he said, companies must provide good designs, quality product and solid customer service.
| E.G. Furniture combines two favorites — this hutch over a nightstand is perfect for the one sleeping in the top bunk. |
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| The Powell Co. offers this dual-purpose toy chest with attached coat and hat rack. The back is covered with corkboard for more functionality. |
| Palliser offers a juvenile drafting table with blue top and metal tube legs. |
| This modular work surface from Stanley, in styling found in adult workstations, attaches to a child's desk with access from both sides. |
| Kincaid takes this student desk to new heights by adding a hutch for additional storage. |
| The Diana group from Standard includes this doll cabinet and a kid-size entertainment armoire, specially suited for videogame use. |
| Choico, a division of Donald Choi, builds in extra function by attaching this fold-down writing surface to a captain's bed. |
| Sauder extends its work surface expertise to the younger consumer with this juvenile writing/computer desk with pullout keyboard surface and top CD storage rack. |
| This dresser and mirror from Concordia feature concave curves on mirror and a convex curve to center door fronts on the dresser. In Candlelight finish, the pieces are constructed with a 1-inch top with a scratch-resistant surface. |
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