Factories put best foot forward at Toronto show
By Michael J. Knell -- Furniture Today, January 18, 2004
TORONTO — With China looming as an increasingly powerful competitive threat, factories showing at last week's Canadian Home Furnishings Market were determined to demonstrate they still have something to offer, particularly if a retailer is looking for something other than price.
The common themes among product introductions, be they upholstery or case goods, were fresh designs, quality construction and quick delivery.
"China has price points and they have improved their quality, but so have we," said Daniel Walker, president and chief executive officer of casual dining producer Bermex. "So our initiatives this year will focus on quality and cost control."
On the upholstery front, domestic producers are focusing on fashion-forward color — particularly the bolder and brighter shades of red — and on more complex patterns to set themselves apart. Features include built-in chaise lounges, interchangeable components, and swivel and tête-à-tête modules.
This was the most contemporary market in style seen in several years, with sleek recliners, home theater chairs and chair-beds taking center stage.
Among the best examples of this trend was the award-winning Keep It Simple Sofa from Sofas International and the Mercer-S linear urban sectional from Romano.
Not to be outdone, Huppé brought out a swivel loveseat that allows occupants to face each other while conversing, amid bright hues of green and blue.
Slipcovers continued to be strong, since manufacturers see this as a category in which the Chinese can't compete. Coja Leatherline, for example, brought out what it described as a "true slipcover." Each is tailor-made to a sofa model and is produced in a total of 250 fabrics.
It nearly goes without saying that leather continues to be strong in Canada, but domestic manufacturers are concerned that the Chinese will drive prices so low that the category no longer will be seen as the must-have, step-up product it has been for the past decade.
To differentiate from the "me-too" imports, architectural elements played an important role in leather upholstery designs. For example, the Modena from El Ran features upholstered armrests with strong architectural lines as well as a generously upholstered back and vertical topstitching.
Case goods producers, meanwhile, promised buyers delivery times never before seen, and post-sales service levels never previously achieved. Executives believe these are the keys to success, since it's impossible to pave the Pacific.
Urban, contemporary styling was the order of the day, with wood in natural shades or extremely dark stains taking center stage almost everywhere. Smooth metal and chrome accents provided ornamentation, although subtly in most cases.
Casual dining maker Dinec debuted its bedroom offerings to the Canadian market. Like its dining, the bedrooms can be customized to suit the consumer.
The drive to create value was evident everywhere. For example, Villageois launched a trio of bedroom suites in transitional styles at midrange price points, one in maple and two in oak, with a new French cherry finish.
Laurier also pushed the quality boundary with its new supertough Infini-T finish, which retailers were invited to put to the steel wool test.
Canadel, which pioneered the custom casual dining niche, is not overly concerned by the rising tide from the East.
"Our niche is so customized they can't mimic what we do," said Jean Deveault, Canadel's executive vice president. "It's the light brown, medium brown and dark brown people who are in trouble."
Jason Harris, national sales manager for Stylus Made-to-Order Sofas, pointed out that when buying from plants in China, retailers typically aren't offered a wealth of options. "What we have to do is make our product easy for retailers to buy, that is, make it retail-friendly," he said. "That will insulate us from the impact of Chinese imports."
He also noted that buyers here "often didn't even ask the price of goods they bought."
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