RTA resources cover more and more bases
By Tom Edmonds -- Furniture Today, October 28, 2001
HIGH POINT — The evolution of ready-to-assemble furniture continues at an impressive pace.
Looking to kick-start business after a 12-month stall, flat-pack furniture makers came to market with numerous innovations, expanding into new materials and product categories and adding features.
Most of the big-box retailers who sell flat-pack furniture got a peek at the new introductions, although many sent fewer buyers than usual and one office-products superstore canceled all corporate travel. As a result, several producers said they might need to arrange road shows to visit accounts that weren't fully represented.
Clearly, the retail milieu for RTA furniture is no longer limited to the bargain bin. While producers brought an ample array of promotional products that retailers can tout for $199 or less, they also had a considerable selection of step-up products — larger in scale, some made with wood solids or veneers.
O'Sullivan Furniture covered the waterfront with a more than 175 new SKUs in its new 220 Elm showroom. Introductions ranged from a line of imported desks made with metal frames, priced to retail from $49 to $149, to an expanded solid-wood lineup and three additions to its Intelligent Designs step-up line for small office-home office.
"We are no longer marketing to just one group of retailers," said Mike Franks, O'Sullivan's director of marketing services. "Our channels of distribution are expanding at the same time that our existing channels are looking to display a broader selection of merchandise."
With 95 new products, Z-Line Designs also was looking to cover all the bases. The company's core promotional line of metal and glass desks, under $100 retail, now shares space with imported wood computer armoires and desks at $299 and $399.
"We did a lot of work this market to make sure we were on target with the products our retailers need," said Jim Sexton, Z-Line president.
At least a couple of flat-pack majors chose to maintain their promotional focus.
At Ameriwood, nearly 100 new SKUs, about 33% more than usual, fell within the company's normal promotional range. But even at price points that make discounters comfortable, Ameriwood was adding design interest to its products. For instance, one new group, Manchester, had cane wicker laminated fronts.
"Our retailers want products they can promote at sharp price points, but they also need products that have visual interest," said Jeff Sternklar, director of marketing.
Bush Furniture targeted the higher end of the RTA price spectrum, for consumers who seek better quality and more up-to-date styling. "We think step-up price points are doing better and will continue to do better," said John Ledek, vice president of marketing.
Bush brought out occasional tables, retailing from $129 for an end table to $149 for a sofa or a cocktail, to match its better collections of entertainment furniture.
"We haven't done occasional tables for quite a few years, but we see the need now to offer them as a complement to our TV stands and entertainment centers," Ledek said.
Sauder Woodworking also introduced a series of occasional tables, made from solids and veneers and imported through its sister company, Progressive Furniture.
This is the first merchandising collaboration between the companies but more is in store, said Susan Dountas, vice president of merchandising.
Altra Furniture, meanwhile, brought out a large office configuration, available in oak veneers at $1,250 retail or in a South American veneer at $999. But it also had a series of promotional rolling files, stackable file boxes and folding bookcases. Both ends of the price spectrum drew favorable attention, said Stephen Wahrhaftig, president.
"People are looking for impulse items, which is not usually the way you approach furniture," Wahrhaftig said of the smaller items. "But if traffic is down, as it has been, retailers want to maximize the people who do come in their stores."
| A youth bedroom collection from Bush called New Generations shows the continuing emphasis on bedoom as a growth opportunity for ready-to-assemble furniture. |
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