Upgraded leather scores with retailers
By Joan Gunin -- Furniture Today, May 3, 2004
HIGH POINT — HIGH POINT — Leather upholstery buyers were searching for better looks and better leathers this market, and manufacturers were more than happy to oblige. New collections also were well received by retailers, exhibitors reported.
"Dealers were seeking better looks and higher-end leather, such as our upscale Pasquale Natuzzi line," said John Phillips, executive vice president of Natuzzi Americas. "People were shopping for value and style and design, and these all demand better leathers.
"We continue to increase our customer base with Italsofa, also adding better looks and bigger frames as the promotional brand evolves," he said.
Global Furniture launched a Chinese leather program here, its first upholstery line. "Dealers are starting to 'gallerize' their case goods, and leather with wood offers a great sense of value," said President Jack DeBonis. "We offer a focused program that's competitively priced," from $1,999 for three pieces to $2,499.
The rollout of Flexsteel's leather import line, Latitudes, proved "a major-league hit off the centerfield scoreboard," said Lee Fautsch, national sales manager.
Kincaid also kicked off its first leather program. "We wrote business because we're domestic — no delivery problems," said Jason Summers, communications manager.
American Leather President Bob Duncan was pleased with the company's Stetson Home launch, which capitalized on classic traditional design.
At Landmark, a leather-only resource following the sale of its fabric assets to Genesis, Vice President Bruce Barfield said, "Business was good. Some pretty good guys shopped here. They were receptive to our new (Chinese) line. We have streamlined our look, added bycast and cleaner lines with step-up leathers."
W. Schillig USA added sharply priced semianilines, and extended offerings beyond its characteristic contemporary sectionals to include the sofa-driven Premium collection as well as Ergoline, its cinema seating line."We're strong with sectionals, but we haven't had much focus on sofas and chaises until now," said President Erik Stammberger, calling Premium "a classically styled alternative to sectionals at an aggressive price."
Retail prices start at $1,199 on freestanding, loose-cushioned sofas measuring 84 inches, 96 inches or 113 inches in 10 colors.
W. Schillig's Ergoline cinema seating, available in Germany for more than 15 years, made its U.S. debut here. "It has proven itself in Europe and it was time to bring it here," Stammberger said. "We had tremendous response."
Maureen Kayser, vice president of merchandising for Prime Resources International's Pacifica Leather division, said, "We've found better leathers continue to be important, and had great reaction to ours."
Pacifica also saw success with its recliner debut, she said.
At the newly revamped Premier Leather by Coaster, "Customers responded well to the values inherent in all 10 styles," said Sam Contreras, product manager.
The Premier line added a direct container program to its domestic warehousing option. "A customer can order a container and then 'fill in', " he said.
Continuing to build its strong sectional business, Elite Leather ramped up its transitional and contemporary entries to counter "so much traditional out there at every price level," said President Michael Galardo. "We're looking to differentiate ourselves from commercial offerings."
At ILS/Italian Leather Seating, Vice President Dennis Kramer said, "Customers were seeking products to differentiate themselves from generic looks. Italian products have perceived value to help offset the disadvantage of the (strong) euro."
Lane opened new accounts this market, thanks in large part to its continuing focus on special-order.
"We offered more variety in our assortment," said Gentry Long, Lane's leather merchandiser. "Much of the (foreign) competition doesn't have that option. We're also using better leathers to attract younger clientele."
Italian-owned Interline Italia USA's new Chinese program did extremely well. "We sold some majors," said President Johne Albanese.
At China-based DeCoro, President Luca Ricci said, "We did very well even though there weren't a lot of people around. Our customers spent significantly, particularly in stationary and motion."
LeatherTrend was elated by the successful launch of Plush by LeatherTrend, its cleanable suede. The 100% Italian leather is chemically treated to guard against stains. "It beads up like microfiber," said Constance Kiel, newly appointed marketing director.
Plush, supported by a vibrant palette, is priced with Leather-Trend's mid-to-high leathers.
LeatherTrend also offered a six-minute video for retail display, depicting techniques used to create its hand-rubbed Artisano line. The vintage looks have grown from six to 20 frames in the 18 months since the line's inception, said President Peter Robinson.
With 140 galleries worldwide, Italian manufacturer Nicoletti this market rolled out its gallery program to U.S. retailers. The company plans to open 30 U.S. galleries this year as part of a "unified worldwide strategy" targeting its "most significant customers," said Cosimo "Mimmo" Cavallo, marketing manager.
"We had good reception from dealers," he said.
Emerald Home Furnishings recorded "a very strong market," said President David Beckmann. "It's a rising tide. Everyone was upbeat, in great spirits and planning for growth. Our fourth-quarter business was really good, but first-quarter sales are off the charts. Leather continues to be our fastest-growing segment."
The company introduced its first motion frames, and "bycast (leather) proved a wonderful surprise," Beckmann said.
The launch of Urban Elements helped give Canadian producer Coja its "biggest market in 15 years," said Mark Parris, vice president of sales and marketing. The multi-SKU contemporary assortment designed by Paul Zaidman is keyed heavily to bright fashion colors.
Palliser's collection of Elements modular sectionals did very well in its second showing here. "We've expanded SKUs and added microfiber covers," said Jim Scully, Palliser's general manager for stationary.
The company's Web site allows dealers and consumers to test various configurations online.
