Motion intros focus on promotional end
By Larry Thomas -- Furniture Today, April 18, 2004
HIGH POINT — HIGH POINT — Amid hopeful signs of a sustained recovery, producers of motion furniture, recliners and glider rockers have arrived in High Point with an array of new weapons for the retailer's arsenal.
Much of what they're showing to dealers this week is concentrated at promotional price points, but a number of noteworthy midpriced to high-end introductions, particularly in home theater seating, are in showrooms as well.
Many producers say they have seen a slow but steady pickup in business since late last year. And that has convinced at least some that this latest uptick won't suddenly end, like so many of the faux upticks the industry has experienced the past three years.
"I think we're beginning to see a little bit of consistency, which is nice," said Greg White, vice president of merchandising at La-Z-Boy. "We're seeing good business, in general, in all categories."
Many producers said their factories have been running at nearly full capacity for several weeks, and some have had to schedule overtime in order to get shipments out the door on time.
"Retail has been good … and naturally, we're all hoping it continues," said Vandy Baker, vice president of merchandising at PeopLoungers.
Producers said motion sectionals and sofas, in particular, are showing strength, as is just about any item covered with leather or a faux suede fabric. And, of course, home theater seating continues to sell briskly (see accompanying story), despite the hefty price points such pieces command.
The recliner business, on the other hand, hasn't been quite as brisk for several producers in recent weeks, but most are going after new business aggressively with a number of sharply priced introductions.
La-Z-Boy, for example, has seven new styles at $449 to $499 in its signature recliner line, and an additional reclining chair entry in the funky contemporary Todd Oldham collection.
Catnapper, meanwhile, is expanding its lineup of recliners at $249 to $399, while rivals Lane and Berkline are targeting $499 with a host of new chairs. In addition, Franklin has several contemporary offerings at $399 and some traditional styles at $499.
"We want to bring out items that will create traffic for our dealers," said Don Hunter, vice president of merchandising at Catnapper.
Most of the promotionally priced items have velvet or chenille covers, but as the price of leather continues to fall and faux suede fabrics continue to be wildly popular, it probably won't be long before those covers will be seen at opening price points as well.
Lane, for example, has a new leather chair retailing for $599 with a cover that is cut and sewn domestically, as well as a lineup of contemporary leather chairs and ottomans at $499 to $699.
On the motion sofa and sectional front, retro is the new style of choice at Berkline and La-Z-Boy, while Franklin is offering several large-scale sofas that are as much as 95 inches long, five to seven inches longer than most other sofas.
"We're trying to go big this market," said Chuck Tidwell, Franklin's product manager. "The larger scale can make the retailer's floor more dramatic."
Franklin's offerings also include a number of new faux suede fabrics, including some that have texture and/or a floral design, while Ashley is debuting a reclining chair with a faux suede that resembles corduroy.
"It will take the suede customer to the next level," Frank-lin's Tidwell said of the new generation of microfiber designs.
On the style front, several sofas with retro styling are being unveiled, as are a number of urban contemporary models. Berkline, for example, has a sofa with retro styling and a button-tufted back at $699, while La-Z-Boy is hitting the $999 price point with a low-profile sofa with cigar-rolled arms.
Mission styling is the key ingredient at Flexsteel, which has a new mission recliner at $799, while Omnia Leather is unveiling several smaller-scaled motion sofas starting at $1,895.
Other noteworthy introductions can be found in the showrooms of glider rocker producers Brooks and Newport Gliders. Newport, which is making its High Point debut, has a new wood glider rocker with a leather cover at $429, while Brooks has three new wood gliders with an antique finish.
The Brooks entries, at $349 to $399, feature a distressed finish reminiscent of antique furniture. Six new fabrics complement the antique look.
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