Incredible shrinking sofa
Smaller scale, neutral colors on tap
By Gary Evans -- Furniture Today, April 6, 2009
HIGH POINT — Upholstery buyers at the April High Point Market will see more downsized sofas, more best-sellers, more customization for the consumer and a whole lot of muted colors, especially gray.
Those were among the key design directions that emerged during premarket here two weeks ago.
Particularly interesting is the movement to smaller pieces, an indication that scaled-down pieces are gaining acceptance even in non-urban environments.
Broyhill, as part of its design-your-own collection called Multiples, is offering standard and apartment-size sofas (88 inches and 82 inches), along with a selection of three different arms, backs and legs, in the $899 and $999 price points. Multiples also includes chairs, ottomans, loveseats and sleepers.
In addition, Broyhill introduced its first environmentally friendly upholstery collection, with four groups containing repurposed cotton, SFI (Sustainable Furniture Initiative)- certified frames, recycled steel and plastic, and soy foam.
Sofas will retail for $899 — which reflects no upcharge over non-green product, said Kristin Hawkins, assistant manager of brand communications.
Even consumers in parts of the country that had a preference for Paul Bunyan-sized pieces are now going smaller, said Tim Mueller, vice president and director of marketing for Genesis, which has added scaled-down pieces to its lineup for April.
“Really, that's what retailers are looking for,” Mueller said. “The scale is shrinking.”
In addition, Genesis is continuing its program aimed at taking the blah out of upholstery floors by paying special attention to snappy pillow fabrics that can make even upholstery with plain covers pop, he said.
Craftmaster will introduce four upholstery groups as part of the Paula Deen Home collection, reflecting the casual, down home, comfort-food feeling for which the Savannah, Ga. celebrity chef is famous. Sister company Universal is offering Paula Deen case goods in the new licensed line.
Craftmaster also is offering small-scale sofas in the 78- to 84-inch range.
“Homes are getting smaller, particularly in the Northeast above the Mason-Dixon line,” said Roy Calcagne, president and CEO.
Likewise, Greg Morgan, director of merchandising for Bauhaus, sees the popularity of 72-inch to 80-inch sofas growing.
“The urban consumer has always done that product. But it's grown over the past years,” he said.
In other showrooms last week, Bernhardt was showing several new groups in its Interiors upholstery and occasional collection, introduced in October. The collection primarily is transitional to contemporary in serene, neutral colors that include subdued greens, periwinkle and other blues, and lots of grays.
“Gray has been such a popular color,” said Heather Eidenmiller, director of brand development. Interiors additions also include a sectional in a faux mohair look, barrel chairs with and without nail- head trim, a button-tufted shelter arm sofa, a true slip cover, and corner armless chairs.
Kincaid, meanwhile, is expanding its year-old Custom Selections collection that gives consumers the option of choosing their own style of back, arms, legs and lengths (82, 88 and 94 inches).
“This has done real well for us,” said Steve Beeker, vice president of upholstery sales and merchandising. “We feel that right now options and customization are important — especially at our price points ($1,099 and up).”
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