Motion upholstery touts new sizes, more bargains
By Gary Evans -- Furniture Today, October 14, 2001
HIGH POINT — While judiciously covering the basics, motion manufacturers will be offering scaled-up and scaled-down product, less gadgetry and more bargains as they get ready for the October market here.
The news from the world of motion may be in the presence of lower price points in fall line-ups and in the absence of upper-end products like shiatsu massagers — in full force at the last market.
Just a month ago, manufacturers were reporting an upturn in recent business, a welcome relief from the doldrums of summer and from losses sustained from the folding of major customers. And then along came September 11, in the heart of premarket, and business, like everything else, turned erratic. So manufacturers will be in showrooms here with a full plate of what they hope are enticing introductions.
BenchCraft's offerings at market will include several options in its Reclinabilities program — in size, style, mechanisms, massagers, power, velvets, textures and leather/vinyl match.. "We've taken the 'No' out of selling," said Dwight Hardison, vice president of marketing. New for High Point will be a sectional with dual recline and sleeper in a Culp velvet, to retail at $1,599. At Tupelo, "It was outstanding," said Hardison. "We got a lot of good placements."
Emphasizing value
Despite the earlier spurt in sales, attributed mostly to near-empty warehouses, several producers added lower price points aided by bargains coming out of the fabric mills. Others were developing chairs that would shave prices at retail.
"Our overall emphasis is on value," said Bob Young, Lane's merchandise manager, recliners, noting that "value-oriented" products were added across the line. Among them: four gravity-driven recliners in chenilles to retail at $399 and Comfort King product to sell for $50 to $100 off retail.
Franklin also will be emphasizing value in the $399 category, large-and-small-sized chairs, gadgets and a glider rocket collection in the glider recliner category at $399 and $499. "We think there's a tremendous void in the glider category," said Chuck Tidwell, product manager. The appeal is to women in style and fabric in comfort for a woman's physique, he noted.
In addition, Franklin is offering a leather/vinyl match sectional priced at $1,999 for dual recliners, sleeper sofa, wedge and console. "We're focusing strictly on price points and more value," Tidwell said.
Catnapper will offer a scaled-down version of a $499 recliner at $399 with adjustable headrest. But the company's point-of-pride offering is a pentagonal-shaped modular in casual and contemporary styles.
"This is furniture designed to be walked behind," said Don Hunter, vice president of merchandising, referring to the angled back of the sofa. It was created by an Atlanta designer/real estate professional in response to new home configurations that lack traditional wall space, Hunter said.
"Our emphasis this market will be on leather," said Rick Carskadden, vice president, merchandising, recliners, for Berkline. Offerings will include two cut-and-sew leather recliners with the company's body-fit foam cushioning.
At premarket, Berkline was showing dealers gallery concept for its Feel Good program that puts 10 of its upper-end recliners into 450 square feet. The studio "is all-inclusive down to the plants," according to Carskadden, and had been well received by several major dealers.
"You have to environmentalize," he said, noting that package includes a TV video loop for consumers, signage and other additions.
Peoploungers' offerings this market will include motion sectionals designed for flexibility.
One sectional offers a bevy of pieces for different configurations that the retailer can merchandise and consumer can put together themselves to fit space and pocketbook, with prices in fabric at $1,699 to $1,999 and leather taking it up to $2,399. Another was smaller-scaled with the same flexibility.
"This allows the dealer to say, 'How do you want it? I can give it to you anyway you want it'," said Jerry Marlin, executive vice president, merchandising.
| This transitional high-leg recliner from Distinction Leather features a cover by Leather Network. |
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