Home theater seating stays hot
By Furniture Today Staff -- Furniture Today, April 18, 2004
HIGH POINT — HIGH POINT — Home theater seating, arguably the hottest motion furniture category in 2003, is showing no signs of slowing down in 2004.
Several key producers are aggressively trying to expand existing market share, while others are making their debut in the category this market.
"We doubled our business last year…and we think we can double it again this year," said Cabot Longnecker, vice president of merchandising for recliners at Berkline, one of the early entrants in the home theater frenzy. "It's just phenomenal."
Berkline is one of at least five producers who have new home theater seating products in their showrooms, and all share Longnecker's sentiment that plenty of growth opportunities remain.
"For years, we've been trying to figure out a way to get some of the money that people spend on … electronics, but now, the electronics people have given us an opportunity to get into the category," said Mark Parris, vice president of U.S. sales and marketing for Coja Leatherline.
Parris believes the increasing popularity of flat-screen televisions, HDTV and other television enhancements only will help entertainment furniture sales far into the future.
"This trend was started by the people doing custom installations, but now, people (with average-size homes) are putting in home theater rooms instead of a room where the kids can play," he said.
At market, Coja has seven new seating groups retailing for around $3,999, including four with a patented reclining mechanism that allows the back and foot rest to operate independently.
Berkline has two new groups with casual contemporary styling at $599 to $699 per seat.
Other home theater introductions are found in the Lane, Coaster and Best Home Furnishings showrooms. Coaster and Best are making their debuts in the category.
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