Glider rockers get sleek & sexy
By Michael J. Knell -- Furniture Today, October 14, 2001
HIGH POINT — Glider rockers are moving from chunky and clunky to sleek and sexy this week as producers stress two themes: fashion and innovation, with quick-ship programs tossed in as well.
"It's fast becoming a fashion product," said Brian Woolley, vice president of sales for specialist Towne Square, a division of Dutailier. "There are some refined looks out there with some good fabric selections, so the consumer can make a statement with a glider rocker."
Most players in this relatively small but growing category have lots of new product this market to show they are sensitive to broader consumer trends in taste and style.
Bucking this trend will be Dutailier, widely regarded as the largest producer of glider rockers.
"We won't have any new designs because we brought out a lot of new chairs in April," said Danielle Laferriere, marketing manager. "But we are introducing a number of new fabrics and leathers, and an in-stock program in support of our Avante Glide collection."
The program will center on five models in select finishes and fabrics for next-business-day shipment. "We will guarantee to have the product in-stock so it will be shipped out to the dealer the next day," she said. "Dealers aren't stocking product anymore; they buy with the demand."
Dutailier is relocating to a larger showroom on the ninth floor of the International Home Furnishings Center's Main wing.
New looks, new innovations
Towne Square is offering several innovations, including a new series of metal-framed chaises on wood gliders with a flip-up footrest. Also on the technology front, the Hillsboro, Texas-based specialist is introducing a locking mechanism for both swivel and glider rockers.
"We also will be showing a full range of new traditional, contemporary and transitional styles with a number of new fabrics," Woolley said, adding that most of the new numbers will be sleeker and cleaner.
Brooks Furniture is offering five new styles this market as well as a new finish called honey. "Our emphasis will be on wood," said Gene Gathagan, sales manager. The company makes metal-base gliders but won't be adding any new items in that line this market. "And while we're moving up the price scale, in some places we're adding some numbers in the $299 retail area," he said.
Gathagan believes there is a lack of good promotional product, which many retailers need as they search for ways to drive traffic and sales during a less-than-stellar year. However, he also thinks retailers at market will be placing replenishment orders. "Retailers have allowed their inventories to fall, so they're going to have to buy whether they want to or not."
Relax-R is taking some of the technology of its Shiatsu reclining chair and incorporating it into a glider rocker. "We are introducing a roller massage unit into a glider," said Butch McCracken, president. "The technology is contained within the foam back cushion."
The chair, at $999 retail, also has two vibrators in the seat. "This is going to be a big thing for us," McCracken said.
Relax-R also is introducing other styles featuring wider frames, solid-wood bases, eight-gauge spring seats and a new piston recline movement. At entry price points, the company is debuting the Model 330, a scaled-down version of the Model 350 retooled to retail at $399.
| This Relax-R glider rocker has a roller massage unit in the foam of the back, giving the benefits of a Shiatsu-type massage. |
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Gliders on the move
Jun 14, 2005 -
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Fashion, innovation propel glider rockers
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