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Dutailier revamps line

By Michael J. Knell -- Furniture Today, February 29, 2004

ST. PIE, Quebec — Glider rocker and juvenile furniture manufacturer Dutailier has remerchandised its line to add value to its core category — including a glider gallery — and create new synergies for its growing juvenile business.

Dutailier entered the juvenile furniture category last year when it acquired E.G. Meubles from its founder and president, Regent St-Hilaire.

Retailers at the Toronto winter market got a look at the new programs and lineups. Dominique Godbout, vice president of sales and marketing, said the full rollout will be seen at High Point in April and at the Juvenile Products Manufacturers Assn. show in Dallas in May.

The revamping of the company's glider rocker business will center on the launch of its Comfort & Motion gallery program.

"Retailers always need new tools to merchandise their floors," Godbout said. "We want to change the image of the glider rocker…. We need to show there is a lot of added value to the product."

The Comfort & Motion gallery will cover about 600 square feet, displaying four or five chairs from each of Dutailier's major offerings: wood base, metal base and Avante Glide. The first gallery will be installed at the new Germain LaRivière store being built on the outskirts of Montreal.

"We hope to have 30 in operation in the United States and Canada by the end of this year," Godbout said.

In addition to point-of-purchase materials with a choice of swatch rack-bearing merchandising kiosks, Dutailier will provide a DVD-based training program for retail salespeople, supported by in-store sessions from its sales representatives.

Dutailier long has focused on better and best price points, and now is offering "good" product as well.

"We were missing product at the lower price points," Godbout said. "We've restructured our wood and metal categories so it's easier to merchandise for both reps and retailers."

The line's new opening price point will be US$299/C$399. Each category now will be based on four styles, with three levels of options and three levels of cushion comfort. For example, at the entry level, gliders will have a fluffed polyester cushion, with the better cushion built around a hollow-fill sandwich and the best with a visco-elastic foam cushion.

"As we go up (in price) we're going to add features such as lock and recline," Godbout said. "It's a program that allows people to customize their product so they can get it the way they want it."

At the top of the line, options will include a new hydraulic system instead of a friction brake. "We'll have new features for the customer to choose from," Godbout said.

Avant Glide will remain the cream of Dutailier's crop and continue to offer the most comfort with the widest choice of best-quality fabric and leather covers.

Towne Square branded products will continue to be developed and marketed independently of Dutailier and remain focused on country and traditional styles.

On the juvenile furniture front, the E.G. brand will be phased out and folded into two new collections: Petits Chéris for juvenile and baby, and My Bedroom for teens. St-Hilaire has been named director of marketing for all Dutailier juvenile products.

Both Petits Chéris and My Bedroom will have in-store merchandising aids such as information walls and kiosks, although not a gallery presentation in the same way as Comfort & Motion. Godbout believes both will make a strong statement on the retail floor.

Petits Chéris will be marketed specifically to independent juvenile product specialists and targeted at mothers of infants and young children. My Bedroom will be marketed to furniture retailers with a strong youth business.

At the April market, Petits Chéris will be shown in E.G.'s showroom at Showplace, while My Bedroom and Comfort & Motion will be the focus of Dutailier's presentation in its International Home Furnishings Center space, M910.

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