Contemporary styles on rise
By Powell Slaughter -- Furniture Today, February 29, 2004
GUADALAJARA, Mexico — GUADALAJARA, Mexico — An effort to appeal to younger consumers and an increase in contemporary looks at retail led to an unprecedented amount of sleek, lifestyle-oriented case goods at Expo Mueble.
The influx of European contemporary in the Mexican market, a result of a free trade agreement with the European Economic Community, is broadening the style category beyond niche status.
"The Mexican market is moving in that direction," said Victor Urquiza Arroyo, vice president of merchandising at Dixy. "It's a little more European than the U.S. market, and this product appeals to a younger consumer base."
Dixy does about 35% of its business in the States, but High Point buyers might not see the contemporary-leaning Modena, an introduction here in cherry veneers with brushed aluminum hardware.
"It's not exactly what my customer is looking for in the United States, and I have to sell full containers in the States," Urquiza said. "We do have a contemporary collection here, Esencial, that's selling well and that I think can work in the U.S."
Blas Garza, CEO of case goods manufacturer Galleria, said Mexican consumers have grown more familiar with contemporary styles.
"A year, two years later than in the U.S., the contemporary wave is hitting the Mexican stores," he said. "There's a lot more appeal to the younger crowd. You're seeing furniture stores opening now that do nothing but contemporary."
Even manufacturers previously devoted to the traditional formal styles called "clasico" here have gotten in on the act. Reinholz, a maker of case goods and occasional furniture is an example, although President Juan Nicolas Hartz said contemporary has largely regional appeal.
"What we call the Pacific Region, the states of Sonora on down, is still strongly into the classic looks," he said. "The most populous cities are moving more contemporary, where there are lots of consumers in the 18- to 35-year-old range."
Hartz predicts contemporary will gain market share in Mexico for another three or four years before leveling off.
"It's a passing mode," he said. "Classic will always keep its importance."
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