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HIGH POINT — Small office/home office producers are expecting this market to be a quiet one, given the shadow that looms over the economy in the wake of September's terrorist strikes in New York and Washington.
But exhibitors are still doing all they can to spark activity in this segment, which remains a relative bright spot in the industry.
Sensing an opportunity to extend their business with current dealers, two case goods majors — Broyhill and Pulaski — will be introducing extensive SOHO programs here. This market also will see the High Point debut of some established SOHO players looking to expand their distribution with residential retailers, such as Computer Wear and Global Inds. At the same time, well-known home office sources, including O'Sullivan, Sauder and Hooker, are stepping up their presence in the commercial arena.
Broyhill's new modular line will include a traditional collection in oak, pine and cherry, and a contemporary collection in a light or dark finish, all in wood solids and veneers.
Each collection will have 12 SKUs, plus a chair. The collection will be produced domestically, with shipments due to begin in late October. The company expects to ship the line within 30 days of orders.
A desk and hutch is priced at $1,290 retail. An "L" configuration is $2,540 retail. Individual pieces are priced the same across all of these collections to simplify merchandising.
"We've been in and out of this category in a modest way over the years, but this time we're making a real statement," said Allison Pennell, merchandising manager for youth and home office. "Our dealers have been requesting that we offer a program like this that complements our existing lines."
Because many retailers still have only a limited presence in home office, Broyhill expects to gain strong placements with the program at market.
"We wanted to offer our gallery dealers and other stores a focused program targeted to the heart of the market," said Pennell. "We did all we could to make sure this furniture is simple, versatile and functional."
Looking good
Aiming to fill a perceived void for stylish, eclectic looks in home office, Pulaski Furniture is introducing three collections at market here with both modular and executive setups.
The line, which contains a total of 24 pieces, will be offered, in three flavors — Victorian, Plantation Island and traditional oak. In addition to L-shaped desk-returns, corner units, bookcases, files and executive desks, each collection will feature a hand-painted work center. Other signature pieces include a large executive credenza with folding doors.
"We're bringing the Pulaski flair to a category where style sometimes takes a back seat," said James Kelly, executive vice president. "At the same time, we made sure these pieces have all of the features that today's consumers expect in home office."
To achieve this, the company retained the services of two designers. The Blaesing Design Group, which created much of Pulaski's current line, handled the exteriors of the new home office program. Andy Nielsen, known for his work on Aspen's The Rock line, handled the interiors.
"Andy really knows how to pack a lot of function and storage into a desk or a credenza," said Harrison Kelly, import/product development engineer for Pulaski. "And Blaesing's strength is creating high-styled looks at affordable prices."
Features include full-extension, ball-bearing glides, locking drawers and melamine panels in the bottom of drawers to protect against damage.
At home, at work
At O'Sullivan, this market will see a continued emphasis on light commercial office, a category the ready-to-assemble specialist entered about a year ago. Introductions include the McCormick modular work group in three finishes. In addition, the company will be beefing up its home office line, with three new pieces planned for its popular Manor Hill collection in traditional styling.
After years in the International Home Furnishings Center, O'Sullivan will be showing for the first time this market at the new 220 Elm Building. O'Sullivan's new showroom features 21,200 square feet of space — 50% more than before — which will enable the company to show virtually its entire product line, said Mike Franks, director of marketing services.
"We now will have room to do a lot of contextual marketing, where we can show our furniture in the type of environments used by the consumer," said Franks. "That will give our dealers a better feeling for how our furniture addresses various lifestyle needs."
Computer Wear, whose products are sold for use in home offices and commercial environments through catalogs, Internet outlets and specialty retailers, is bringing out a variety of carts, pedestals and chairs here. The emphasis is on bright colors, a creative mix of materials and a high degree of function, including mobility.
"Our new designs significantly broaden Computer Wear's collection," said Jonathan Rosen, president and chief executive officer. "Our factories in Italy and Spain have stepped up their design efforts during the last year in the home office and computer furniture categories in response to the needs of the U.S. market."
Adding to the lineup
At Stanley Furniture, home office is part of two new collections being introduced this market.
The first is Sophia/Venicia, a traditional European look in ash solids with pecan and burl patchwork veneers. Available in two finishes, Sophia (light) speaks of femininity and grace while Venicia (dark) makes a bolder statement in rich wood tones.
The second collection — Meredian — is a casual contemporary group in ash solids and narrow heart ash veneers. Available in washed and wood tone finishes, the collection features clean, simple lines and a moderate scale.
With Sophia/Venicia, Stanley is placing a greater emphasis on style in home office, said Kelly Cain, senior vice president and product manager for home office and occasional. In addition, this SOHO offering has a tighter focus than other Stanley groups — seven SKUs rather than the typical 16 to 20 pieces.
"We're seeing more interest in style as opposed to just pure function," said Cain. "This collection represents a more eclectic direction, where style and function both are important."
One company really turning up the heat in home office this market is DMI Furniture. The company, which recently discontinued its promotional bedroom line, is now looking to SOHO and commercial office to drive its growth.
"We're bringing out about 50% more home office product than is typical for us," said Robert Van Farowe, vice president of sales.
Introductions include several modular groups, in transitional and casual contemporary styling, as well as new ready-to-assemble carts and hutches.
"We're aiming to create more of a good-better-best presentation," said Van Farowe. "We offer a strong value in all three ranges."
| This stylish desk-return unit is part of Pulaski's new home office program. |
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Home office vendors tap core strengths
Oct 26, 2011
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