SOHO intros, business stepping up in '02
By Gary James -- Furniture Today, April 14, 2002
HIGH POINT — Small office/ home office sources are bringing out a fair amount of new product here in hopes that retailers are ready to freshen up their floors and reload inventories.
Business has been steadily improving since the first of the year and, while still not robust by any means, is still much better than the final months of 2001.
Value remains a watchword, particularly with import competition from China on the rise.
At Hooker Furniture, the big news in SOHO this April is the Cottage Cocoon collection, the second co-branded effort from trend forecaster Faith Popcorn. The new collection is smaller in scale, more casual and about 20% lower in price than its predecessor, the French-country styled La Cocoon.
A computer credenza/hutch combination will retail for about $2,400, and a laptop desk runs $599.
Turned legs, paneled backs and an "X" motif give the collection a country cottage feel, while a glass-top desk with metal base adds an architectural flavor.
The smaller scale of the collection makes it suitable for smaller spaces, apartment and urban professionals who want to bring the "cottage state of mind" into their city dwellings, said Hank Long, senior vice president of design and merchandising.
"In addition to the warm country look, the collection also brings a young lifestyle look seen at retailers like Z Gallerie and Restoration Hardware to the home office segment," said Long.
Emphasis: Traditional
Sauder Woodworking is introducing more than 30 new home office pieces this market. Introductions include the new traditionally styled Willow Falls collection, which contains nine home office pieces; additions to the Chambery and XWave collection; a new group of corner workstations; and a new finish option – Graystone with American Cherry accents — on six home office pieces in the Adaptech line.
Retail prices on the new designs will range from $70 to $600.
The emphasis on traditional fits in with current buying trends, said Susan Dountas, vice president of merchandising for Sauder.
"Today's Americans are drawn to the comfort of the familiar, giving traditional designs a stronger appeal than ever," said Dountas. "At the same time, consumers are seeking furnishings attuned to modern technology so they can easily connect to the wider world for recreation as well as for work."
Also taking an aggressive approach to SOHO this market is O'Sullivan Furniture. Three themes characterize the company's strategy for product introductions, according to Mike Franks, director of strategic planning: "A complete rethinking of the user interface, more attention to details, and innovations in storage."
O'Sullivan is debuting 75 new products in all.
In SOHO, the company's introductions include several new pieces sporting the Digital Dock. This patent-pending feature moves the CPU from floor level to the desktop, easing computer users' interface with their computers. The Digital Dock also accommodates the new USB ports that are found in many new tower CPUs.
In addition, O'Sullivan is introducing three collections that include home office — Capistrano Hills, in Mission with a Landverry Oak finish; Handcrafted Home, a detail-oriented collection with signature corner medallions in a new Marguerite Cherry finish; and Plantations, a large-scale collection in oak with an embossed pattern on the doors.
The Intelligent Designs line of light commercial office furniture also is being expanded with the Maestro modular collection.
Addressing style
At Stanley, the emphasis this market is on more upscale, stylish SOHO. Introductions include Corinthia, a seven-piece collection in maple solids and cherry veneers. Inspired by Corinthian designs, the collection features carved capitals and overlay moldings.
"There are so many sources getting into this segment, and these extra design touches help set us apart," said Kelly Cain, senior vice president and home office product manager at Stanley. "Dealers also are looking for this type of merchandise, because more and more of their consumers are asking for SOHO furniture that fits in with the rest of their home."
Because modular furniture has a tendency to be boxy and predictable, Stanley has taken a fresh approach to that category with Estate, a second SOHO introduction it is making this market. An executive modular group, Estate features a variety of extra design touches, including rope-twist moldings, full return bases and overhangs on the case tops.
"This is a bit of an experiment, but we think it will fill an emerging niche in the market," said Cain. "Consumers will like the fact that they can just buy a piece or two to round out a room rather than an entire wall of furniture."
Riverside also has a full slate of SOHO product on tap for marketgoers. First, it is updating the No. 3900 line with a new, warm brown Palais Royal cherry finish. Next, it is introducing a smaller-profile corner desk unit with full function and three new finishes at $999 retail.
Just my size
In addition, Riverside is adding four new finishes to its line of space-saving computer armoires, including ebony brown, burnished oak and Mission tones, priced at $599 retail. And it is introducing an enclosed laptop unit with printer storage at $299 retail as well as adding an executive desk, lateral file and credenza/hutch unit to the Bev Doolittle line.
"Retailers — and by extension, consumers — are asking for better products in a slightly smaller size," said Michael Charlton, vice president of product development and marketing, about the company's strategy. "Not everybody has room for a full-blown setup. These new pieces will give them some nice options."
Charlton added that SOHO business has been on an upswing since the first of the year. "Retailers are upbeat and should be ready to buy," he said.
Home office business has been "very good" since the beginning of the year, said Earl Wang, vice president of sales for DMI Desk. "The momentum is going our way for a change. We're not completely out of the woods yet with regard to the economy, but we're certainly heading in the right direction."
Building on success
DMI's strategy in home office this market is to expand some of its most popular groups with new pieces and configurations. Among the targets for expansion are its Mission and transitional style offerings.
New pieces include writing desks at $499 that "feature carvings and simulated leather tops," he said. The company also is adding entertainment walls to a number of its home office groups.
"If it's hot in home office, it makes sense to tie it into entertainment as well," he said.
In addition, DMI plans to launch a direct-container program for home office at market. The program will include the company's best-selling pieces and collections, Wang said.
At Sligh Furniture, this market will see the debut of two groups. One is an English traditional look in a light brown tobacco finish or optional antique off-white paint. Imported from Asia, the group features a carved column motif and other styling details.
A 72-inch desk with leather top is priced 50% lower than comparable desks in the current Sligh line, according to Jeff Pulver, manager of product development.
"We're trying to reach down in price to offer our dealers some very hot values," he said. "In this group, we've achieved a nice marriage of style and function while also offering a terrific finish."
In addition, Sligh will be showing a second group in casual traditional styling with a cherry finish or off-white tone. It also is priced in the company's entry-level range.
Both groups feature a tight selection of pieces, including a desk, credenza, storage deck, tall bookcase and lateral file.
| Hemsley's Verso computer desk, in maple veneer and painted aluminum, features a 360-degree pivot on the work surface. |
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