Case goods mfrs. adding youth collections
By Jeff Linville -- Furniture Today, April 18, 2004
HIGH POINT — Youth furniture's success at retail is spurring more case goods companies to expand into the category.
Holland House, Legacy Classic (see story below), Samuel Lawrence and Zocalo are introducing youth products for the first time this market.
"With the success of our adult furnishings over the years, this was a logical step for us to take," said George Revington, Samuel Lawrence president.
Youth furniture is drawing attention with the success of retailers like Ethan Allen Kids, Pottery Barn Kids and Bombay Kids, said Barbara Dalton, manager of Samuel Lawrence's new youth division, called Sam Jr.
While sales are growing for children's goods, a big boost is coming in products for teens or second bedrooms. This is also driven partly by the growing sales of second homes, thanks to attractive mortgage rates, Dalton said.
The three initial collections from Sam Jr. are styled to appeal to a range of ages, including mom and dad.
"Parents are having children later in life and are inclined to be more particular about their youth furniture purchases," said Revington.
"Women look for, and are attracted to, designs that have special appeal because they're romantic and captivating," said Dalton. "Each of our three youth groups offers shapes, finishes and decorating charm that connect with the consumer's heart as well as her head."
The offerings are Larissa, a European traditional in two finishes, white and cherry brown; Malibu, an urban lifestyle look in cherry, black and white finishes; and Capri, a cottage oak in a rubbed-through white or natural oak, with some accent pieces in sky blue.
Each group has several beds, including twin and full lofts, poster, panel, sleigh, metal beds and bunks. Other pieces include a dressing chest, mirrored door chest, oversized computer desk/ hutch, and a standard dresser and mirror. Some groups have more than one nightstand and mirror.
Zocalo is targeting both younger and older children with its introductions. The company is adding twin beds, student desks and smaller-scaled case pieces to some of its best-selling adult bedroom groups: Montana, Cherry Hill, Milano and Harvest.
The more kids-oriented line is Room Magic, a series of beds, loft beds, case pieces and desks. The birch collection has a natural finish with drawer fronts that can be reversed to show bright colors. Distinctive drawer pulls come in the shapes of cars, animals, stars and teapots or can be replaced with more age-appropriate knobs.
Twin beds will retail between $299 and $450, depending on the configuration, while full beds will be $499. Student desks will range from $249 to $299 retail. A signature armoire for the Cherry Hill collection will sell at $699, while the matching dresser is $499.
Zocalo also has a licensed group in the works, but the deal isn't quite done, said Danny Olivas, brand manager for Zocalo Kids.
Holland House is entering the category with Trendsetter, a 28-piece youth bedroom in birch solids and maple veneers.
A customer had an idea for a unisex youth group and wanted Holland House to develop it, said Eddie Proctor, vice president of sales and marketing. The manufacturer already had been considering the category and felt this was a good excuse to start, he said.
Trendsetter can be offered with 12 different bed combinations, said Proctor, with functionality as a key focus. One option includes a T-shaped bunk bed with a desk/hutch on one side and a drawer chest on the other; the complete bed system would retail for $1,999.
Holland House is starting with just one collection, but has more under development for October.
"We're looking into the cottage genre, and we're also looking at possibly traditional and Louis Philippe," said Proctor.
Samuel Lawrence echoed the sentiment. "Right now we're covering the basics, but we'll be adding new pieces and options within these groups, in addition to bringing out new collections," said David Miller, vice president of marketing.
Miller added the company would offer the goods by direct container or from a domestic warehouse. "Each piece is made in Vietnam to our specifications by a well-established Chinese manufacturer," he said.
Holland House also will make its youth goods in Vietnam. Proctor said about 30% of the company's bedroom production already is in Vietnam, and the company is making changes now that eventually will increase that to 70%.
He said he wants to show that Holland House can be competitive on style and price.
Zocalo is sourcing most of its goods from China, except for Montana, which is out of Vietnam.
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