Style, color, comfort leading motion's charge into 2004
Producers expect continuing stay-at-home trend to boost sales
By Larry Thomas -- Furniture Today, November 16, 2003
High Point — Buoyed by an upbeat High Point market and modestly improved third-quarter business, producers of motion sofas and sectionals say they're poised for brisk business in the first quarter and beyond.
Manufacturers say improved styling, vibrant colors and increased comfort will lead motion's charge into 2004.
Most are convinced the stay-at-home trend among baby boomers and their children will continue unabated, a factor that bodes well for comfortable, stylish motion sofas and sectionals.
"If Americans are staying home more, they're going to want to be comfortable," said Kerry Lebensburger, president of Ashley's upholstery division. "That's why we had a lot of 'put your feet up and relax' products at market."
In other words, Ashley is expecting big things from its motion business in the coming months.
"Business definitely has improved since the summer months," said Gentry Long, merchandise manager for stationary and motion upholstery at Lane. "I think dealers want new merchandise to freshen up their floors."
According to producers, these fresh looks are likely to include more transitional and contemporary styles, as well as brighter colors such as reds and yellows.
"Everybody seems to be asking for color, and the only way we can do that is with suede," said Vandy Baker, vice president of merchandising at PeopLoungers. "The popularity of suede has been unbelievable."
He said suede covers (which really aren't suede, but a blend of microfibers) aren't taking market share away from leather, but appear to be taking slots away from velvet- and chenille-covered frames on retail floors.
In most cases, sofas and sectionals with microfiber covers can hit nearly the same retail price points as other fabric covers.
Klaussner, for example, has had recent success with the $699 to $899 price points for sofas and $1,499 to $1,799 for sectionals.
Leather covers typically will take the price $200 to $300 higher.
"We're using a blend of cut-and-sew covers from Asia and domestic production," said Jay Foscue, Klaussner's vice president of merchandising for motion furniture. "That way, our dealers can always be in stock on most models."
Foscue and other motion executives said that sectionals, in general, are becoming a larger part of the motion business in spite of their sometimes hefty price points and large footprints.
"Consumers can see a whole lot of value in them," said Don Hunter, vice president of merchandising at Catnapper.
"And they're more versatile ... so it can be easier (for the retail sales associate) to sell a sectional," he said.
Producers said sectional configurations that include a chaise are more popular than ever and, in many cases, consumers are opting to include a chaise instead of a sleeper unit.
On the motion sofa side of the business, manufacturers said sleek two-seat designs are gaining in popularity now that mechanism-makers have developed models that can accommodate the wider seats.
Such designs eliminate the little-used middle seat in a sofa, and they allow two people to comfortably recline in seats that are about eight inches wider than seats on a more traditional three-seat sofa.
"The bottom line is that motion is all about comfort," said Paula Hoyas, merchandise manager for upholstery at La-Z-Boy. "That's what sells."
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