Follow that ever-changing TV!
By Tom Edmonds -- Furniture Today, December 7, 2003
High Point — Just six months ago, the home entertainment segment was buzzing over plasma televisions and the furniture opportunities they were creating.
Now, the buzz is getting louder and louder as, in addition to plasma, numerous large-screen television formats are enticing more consumers to buy into home theater — and the furniture that can house it.
"It's the same thing we've been talking about for ages," said Rich Serlin, vice president for sales and marketing at APA Marketing and its home theater division, Encore! "The electronics industry changes like lightning. Furniture is a little slower, but there are a bunch of reasons why what's happening now in electronics will lead to greater numbers in furniture sales."
A book could be written about how and why televisions are changing. The important point for furniture producers and retailers is that TVs are changing, and probably will continue to do so for several years. Advancements in technology and declining prices likely will drive robust large-screen TV sales for most of the rest of this decade.
The early-adopter phase appears to be past, said Duane Utt, vice president of sales and marketing for Kathy Ireland Home's entertainment and office source, Martin Furniture.
"They're actually selling enough units now for furniture guys to carry answers for plasma and (liquid crystal displays) — and to make it profitable," he said.
On the electronics side, critical mass in the marketplace has been achieved, and now it's up to furniture producers to respond.
Unfortunately, the changing shape of televisions presents something of a moving target for furniture producers. For instance, new 70-inch wide rear-projection sets are about to hit the market.
Because dimensions aren't standard, it's difficult for consumers to know exactly what the best furniture solution is for their setup. Serlin said the most popular answer appears to be lower and wider console cabinets, not unlike the units that have been introduced at the last two or three furniture markets.
"But since the TVs are getting wider, our cabinetry will have to get wider too," he said.
The move to thinner profiles will have a positive impact on furniture design, said Kelly Cain, vice president and home entertainment product manager for Stanley Furniture.
"The furniture doesn't have to be nearly as deep," he said. "The cabinets can be shallower, which means they don't have to be as expensive. It's a good thing for design too. We won't have to have those monster cabinets."
For furniture retailers, enhanced design will be a strong selling point, Martin's Utt said. "The furniture retailer has to realize they have an advantage with products that look like they belong in a home rather than on a 22nd-century space ship," he said.
APA's Serlin agreed, adding, "The TV manufacturers will make bases, and the electronics superstores will offer some too. But the lady of the house doesn't necessarily want one of those ultra-contemporary pieces in her family room."
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