Youth segment continues growth spurt
By Sheila Long O'Mara -- Furniture Today, October 28, 2001
HIGH POINT — HIGH POINT — One bright spot on the furniture landscape at the just-concluded market was the youth category.
Producers in the growing segment reported brisk business and upbeat buyers eagerly looking for new groups to fill retail floor space and capture the consumer dollars earmarked for kids' rooms.
Key case goods manufacturers continued to enter the youth fray. Kincaid was among the latest with five groups under the HomeRoom label based on top-selling master bedrooms from its line.
Jason Summers, director of advertising for Kincaid, said HomeRoom came about because retailers asked for it.
Pamela Scurry's Cottage Garden collection by Vaughan Furniture was a success across the manufacturer's retail base. President Bill Vaughan said dealers were buying the group as a collection as opposed to piece by piece.
The licensed collection, a collaboration between Scurry, a Manhattan retailer, and the Vaughan team, features hints of Victorian and French elements in an iridescent white finish.
"At the end of last market, we were looking for some solid hits," Vaughan said. "We wanted people to begin talking about us. We did some advertising. We teamed up with Pamela. Even in this tight economy, people are still spending money on their kids."
Stanley scored points among its dealers with the U R Gr8 collection, a hip, high-tech contemporary design. Glenn Prillaman, product manager for Stanley's Young America collection, said manufacturers and retailers all are trying to keep up with the technology and electronics that fascinate today's kids.
U R Gr8 features aluminum accents, brightly colored storage boxes and designs that are sure to appeal to kids.
"There's a definite trend toward children shopping with parents and having a say in what goes into their rooms," Prillaman said. "This is one group (the kids) won't be bored with."
Vaughan-Bassett introduced its New Generations line in April with three groups, and expanded the line to seven this market. Wyatt Bassett, executive vice president, is bullish about the company's future in the youth category.
"We see it as a growth category," he said. "It's impossible not to see more and more buyers who are looking for strong youth lines. We're now to the point where we concentrate on our master bedroom business in between markets and focus our markets on youth."
Lea Inds. filled its product pipeline with four youth introductions — two masculine groups, a feminine group and a coastal design. James Millner, vice president of product development and design, said the company had a successful market in the category.
"Coming into this, we had no idea what to expect," he said. "Attendance was off, but youth is always strong. The birth rate continues to climb, people are having babies later, and there's more money to spend on children."
Canwood decided to concentrate its introductions in the first half of the year, giving retailers a chance to put the furniture on the floor and see what works before reordering at the fall market, said Larry Schwartzenberger, sales manager.
The big seller at Canwood this market was the Bugaboo bunk bed in three options — twin-over-twin, twin-over-full and full-over-full. Schwartzenberger said many consumers like the fact that when kids get older, the bunks can be separated and used in different rooms, and full configurations add even more longevity to the furniture.
Phil Miller, executive vice president of Founders Furniture, said buyers were looking to fill starting price points and chose Founders' promotional products. But its stepup line, Vignettes, also drew new business and customers.
Dealers didn't flock to any one look, Miller said, but went with more middle-of-the-road styles. Along those lines, Founders introduced three wood and veneer collections, one domestic promotional group, and added pieces to three current groups.
At Broyhill, the new Cottage Garden collection garnered the most interest, said Allison Pennell, merchandising manager for youth and home office.
She said full-size sleigh beds sold well because buyers don't see many sleighs in that size.
Pennell said Broyhill might add a couple of unisex groups at the next market because, while the company has good coverage in gender-specific looks, it lacks collections that are versatile enough for both boys and girls.
Staff Writer Jeff Linville and Kids Today Managing Editor Jenny Heinzen contributed to this story.
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| This captain's bed, part of the Montana collection from Lea Inds. and priced to retail at $599, was a winner with retailers. |
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