Fashion, innovation propel glider rockers
By Michael J. Knell -- Furniture Today, October 28, 2001
HIGH POINT — Fashion fabrics, leathers and updated finishes coupled with innovative technologies drove glider rocker sales at market as retailers gear up for the key Christmas selling period.
Manufacturers supported this effort by promising quick delivery — new pieces shown here will be on retail floors before Dec. 1 in most cases. And to minimize the risk of losing a sale, producers also covered all the critical price points, from the promotional to the high end.
Leading the technology charge was Relax-R, which unveiled its Therapy System line, which includes the high-end Shiatsu Massage chairs as well as their Zero Gravity chairs. New this market was the Model 3500 roller massage glider swivel rocker, with 16 rollers vertically installed into the cushion back and separate vibration motors in seat and back.
"Retailers have been expanding their assortments on the floor and putting in a number of the new Therapy System items," said Butch McCracken, president. "Gliders with the roller back have been the most exciting things at this market."
Crinar, a metal-base rocker specialist, offered a line that includes a number of items with wide seats, tapestry fabrics and details such a boot — a cover for the round and usually exposed metal base. Christian Chouinard, president, said the company emphasized solid colors fabrics.
"With a solid color, the customer can match it with anything else, although there is an emerging demand for tapestry fabrics," he said.
Innovation was top of mind at Towne Square, a division of category giant Dutailier. Towne Square's new Flip-Up Chaise has a retracting foot and leg rest negating the need for a separate ottoman. "It's been very well accepted," said Brian Woolley, vice president of sales.
Also popular were new woven, tapestry and solid fabrics.
Meanwhile, glider rocker factories felt the attendance pinch that affected the entire market.
"Our attendance was down, but one of the things we found was that inventories were so low, the retailers who came were placing orders," said Gene Gathagan, national sales manager for Brooks Furniture.
Conant Ball/Chanderic, the glider rocker division of Shermag, continued to introduce pieces to complement Shermag's bedroom and dining room collections. Benoit Racine, divisional president, said the company will target juvenile furniture stores and will participate in a juvenile furniture market in Las Vegas next month.
"We've also introduced a new quick-ship program," he said.
Dutailier, seen by most as the category leader, concentrated on adding new fabric selections. Also new were promotion programs aimed at helping retailers drive sales through the Christmas period.
"Attendance was definitely down but the retailers who came in were buying," said Richard Fournier, executive vice president. "They were looking for things they could use to refresh their floors, which is why we've brought out a lot of new fabrics. And the promotions we're created will help the retailer drive business into his store."
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