Price takes back seat to style in motion
By Gary Evans -- Furniture Today, October 28, 2001
HIGH POINT — Price wasn't the biggest issue for motion makers at the market here last week.
"We didn't come in thinking this was going to be a price-sensitive market," said Jerry Baker, executive vice president of marketing and national accounts at PeopLoungers.
Baker and other company executives said consumers are looking for more than low-ball prices. "The consumer wants comfort and style," said Dwight Hardison, vice president of marketing at BenchCraft. "And that's hard to do in promotional prices."
There were several entry-level offerings here in the $399 price point, but most motion offerings at price points below that were introduced earlier at the Tupelo market.
One of the reasons manufacturers weren't giving away the factory in High Point is that business — except for a brief lull after the Sept. 11 terrorist attacks — has been good in September, and outstanding for some. And price has been taking a back seat.
For instance, even in a wilting economy, the market for high-end massage chairs has been good enough that manufacturers are adding to their lineups. John St. John, product manager at Flexsteel, said, "There is a market for it. You just have to make them available."
Flexsteel added power lift and massage to three existing recliners, designed to sell in leather-vinyl match for $999 to $1,299. Natuzzi had three entries this market in the $1,999 range.
Other manufacturers with $2,400 recliners also are finding a market among consumers interested in all the bells and whistles of massage and automation.
Several producers showed $699 motion sofas here, but put their emphasis elsewhere. Klaussner had a few lower-priced groups but concentrated on extending its fabric presentation to balance a 70% usage of leather, said Carl Schauble, designer/merchandiser.
Berkline's hot entry in motion sofas was its Collage program of fabric and suede accent pillows at $1,499 and $1,599 price points. The company partnered with an Asian source in a collection of Eurostyle leather-vinyl match in yellow, red and blue to hit a $1,999 price point for three pieces — sofa, loveseat and recliner.
Ashley emphasized a faux suede in its DuraPella collection of motion, sectionals and recliners. "It's a new program for us with a great cleanability story," said Lisa Adair, director of merchandising and design.
Suede was everywhere. In the Lane showroom, for example, suede was the cover of choice for a collection called Nouveau Seating, contemporary, low-profile European-style recliners with brushed nickel bases. With optional leather, the collection is designed to capture the 25- to 40-year-old consumer drawn to the look, and to its 35 or so color options.
"We had $399 chairs, but we generated more excitement with this new concept," said Bob Young, merchandise manager for recliners.
Lane's upper-end massage recliners also moved well, despite the economic climate. "The key is features and benefits," said Young. "You can sell a $2,000 chair as long as it conveys the necessary features and benefits."
Berkline's high-end Feel Good collections of massage chairs got added emphasis this market. A gallery was set up in its showroom to demonstrate how dealers can display 10 chairs in 450 square feet, complete with signage and an audio-video sales message. The company also emphasized leather in the motion category.
| A new design for Catnapper is this Cuddler sectional. |
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