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HIGH POINT — Hoping to build on the first quarter's vigorous sales momentum, motion upholstery producers are coming to High Point loaded with new products that spotlight comfort and convenience.
Producers say the motion category has been the industry's biggest beneficiary of the stay-at-home mindset that has dominated consumer thinking since Sept. 11, and they have no plans to stop their pump-priming quest for more business.
Although 2001 was largely a forgettable year, virtually all motion producers say sales have been brisk from the opening bell of 2002. And some say the upswing actually began late last year as consumers showed indications they were ready to spend money on their homes again.
Factory overtime, in fact, has been commonplace in recent months, with a number of producers scheduling production runs on Saturdays to keep up with demand.
"We started seeing a pickup in business in San Francisco (at the January market), and it has continued ever since," said Keith Feuerhaken, vice president of sales at Flexsteel. "Most retailers are enjoying some decent traffic these days."
Comfort counts
Executives believe consumers are turning to upholstery, in general, and motion upholstery, in particular because they're focusing on comfort as they make their purchase decisions.
"People have chosen to pay attention to comfort … and that means they often are looking to recliners and motion furniture," said Paula Hoyas, product manager for motion furniture at La-Z-Boy. "Personal comfort is important to them."
Hoyas and other executives say the boom in business hasn't limited itself to a particular price range or style. While $399, $499 and $599 remain the hot retail price points for recliners, for example, upper-end products are moving out the door as well.
"People are putting on much nicer fabrics than they have in the past," said Hoyas. "That seems to be driving a lot of our sales at higher price points."
At market, however, producers say they're going to continue to price aggressively — especially items with leather and faux suede covers — as they strive to capture the consumer's attention while the stay-at-home focus is still sharp.
Berkline, for example, has a recliner with a leather/vinyl cover retailing at $399, while PeopLoungers is unveiling a lineup of recliners at the same price point with micro suede covers.
Catnapper, meanwhile, is showing a new line of recliners that swivel and glide starting at $499, while Franklin has several new large-scale models retailing for $299 and $399. Several of the company's models feature a new arm storage design that allows for a cleaner, contemporary look.
La-Z-Boy, which also is hitting the $399 price point hard, is making its debut in low-leg reclining chairs with a model retailing for $599 in fabric and $899 in leather. And Flexsteel, which emphasizes medium to upper-end goods, is debuting a recliner with a pop-up headrest that retails for $899 in a leather-vinyl cover.
At Lane, a traditional hi-leg recliner is being promoted at $349 in fabric, while several chaise recliners hitting the $399 price point are being introduced as part of a Father's Day promotion.
Relax-R, meanwhile, is expanding its leather recliner program with new models retailing for $799, $859 and $899, while BenchCraft has a trio of new large-scale recliners at $599, $699 and $799.
Sectional sensations
On the motion sectional front, producers are emphasizing price points of $1,699 to $1,999, and in many cases, they're trying to cram in as many recliners mechanisms as possible.
Franklin, for example, is showing a sectional retailing for $1,999 that includes four recliners, while Lane has a model at the same price point with side-by-side recliners and a sleeper unit.
"Contemporary styling remains our focus," said Gentry Long, Lane's merchandise manager for motion furniture. "And we're trying several fresh cover applications, including chenille's and leathers, that should get us away from the more commercial looks."
Leather also is a big story with Berkline's motion sectionals as the company expands its Solano collection that was unveiled in October. At this month's market, sectionals with two recliners will be priced aggressively with matching love seats and offered in a variety of colors, said Martha Shafer, merchandise manager for leather products.
Catnapper, meanwhile, is set to unveil a motion sofa retailing for $999 that features dual massage units and a "command center" in the armrest. When folded down, the armrest reveals a speakerphone, a telephone jack for a laptop computer, and the massage controls — in addition to the traditional cup holders.
Glider rocker producers also will be at market in force, with category sales leader Dutailier set to unveil four metal glider rockers and another model with an adjustable headrest.
Best Chairs, meanwhile, has a new glider with a sleigh design that has an optional locking mechanism or a swivel base.
The company also is showing several new models developed exclusively for the juvenile furniture market. It will make its debut at the Juvenile Products Manufacturers Assn. trade show next month.
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