Popcorn pulls up chair for women
By Gary Evans -- Furniture Today, October 28, 2001
HIGH POINT — Faith Popcorn says she doesn't have a recliner in her home, but she will soon.
She'll pick from her own collection, called Faith Popcorn's Cocooning Chairs for La-Z-Boy, unveiled with considerable fanfare during the market here last week.
The collection of scaled-down recliners, in a variety of covers, a push-back mechanism, and upholstered or wood arms, is the result of interviews with 7,000 women by Popcorn's company, Brain Reserve, to see what women really want in a recliner.
Women, in most cases, don't want a recliner to start with, but Popcorn and other manufacturers at market were trying to debunk the theory that recliners are big and made for Bubba.
Popcorn's chairs, based on research in focus groups, one-on-ones and online interviews, are made for a 156-pound woman, a typical size. This woman, Popcorn said, is wrapped up in "home central" and wants a cozy place to call her own.
And what about the kids? Popcorn's collection includes a line of kids' stationary chairs "like mommy's" with ottomans that incorporate a toy chest and reversible top for writing and drawing.
The line will retail for $699 to $799; the kids' chairs at $399. Both versions come with a "little blankie," Popcorn said.
'Cocooning' and 'haven'
Popcorn coined the phrase "cocooning" in 1986, a popular term that coincides with current buzzwords like "haven" to indicate the consumer's preference for curling up in the safety and comfort of home.
Her firm forecasts directions for Fortune 500 companies and she is the author of the "Faith Popcorn Report" and her latest, "EVEolution," subtitled "Understanding Women-Eight Essential Truths that Work in Your Business and Your Life."
In recliners, women wanted smaller scale, and no outside handle for reclining, she said. First of all, many woman have to struggle to reach over a wide padded arm to get to the handle, and second, they don't like the exposed handle as a tell-tale sign that their chair is a recliner.
They also want some kind of attached table; she said, for a laptop, snacks, crafts and the like. Each taupe or black table includes a cupholder and built-in bud vase.
This is Popcorn's second collection of furniture. The first was an office collection for Hooker which the company said is selling well.
In Popcorn's survey, 59% of respondents said that they never owned a recliner and never would. But, given the right design and features, 54% of the same respondents said they could change their minds.
Popcorn said she worked with La-Z-Boy designer Jack Lewis, the research and development department, and interviewed owners of every La-Z-Boy gallery in the country to develop her products. She will be available for promotional appearances for the cocooning line.
She thinks her line will fill a void.
"Women have no place comfortable in the whole house to call their own. They only place they can be comfortable is in bed."
| Faith Popcorn in one of her new recliners for La-Z-Boy, which aim to give women the size, style and features they want. |
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