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RTA makers score with new storage concepts

By Tom Edmonds -- Furniture Today, October 26, 2003

High Point — Ready-to-assemble furniture makers put on their thinking caps for market, coming up with ideas to create or expand categories, or open new channels of distribution.

Garage storage is the new marquis category now that O'Sullivan Furniture has its Coleman-licensed program available in stores and Sauder Woodworking has introduced two garage collections, including Hot Rod Garage this market, targeting auto enthusiasts with the backing of the specialty magazine, Hot Rod.

"We were surprised, frankly, how enthusiastically this concept was embraced not just by the big- box chains but by furniture retailers," said Susan Dountas, vice president of merchandising for Sauder. "They really seem to get it."

Flat-pack furniture makers also had a wave of new storage and display concepts for the entertainment category, while the other major RTA product category, office, received a boost in the form of new desks and workgroups.

But the attention given to relatively small categories such as kitchen, closets and bedroom shows how anxious manufacturers and retailers are to spur business.

"All the retailers are looking for value, hot price points and unique products, and wherever possible, they want things that aren't offered up and down the street," said Michael Rush, president of Rush Inds. Rush hit the kitchen category hard at market with new oak imports, as well as expanded its U.S.-made office and entertainment programs.

One innovation that showed up in at least three showrooms here was the "in-a-box" concept, in which several pieces of furniture are designed to fit in a single carry-out box. Founders Furniture is offering a patent-pending packaging program for its assembled four-piece Bedroom in A Box line, in four styles. O'Sullivan Furniture had a new three-piece RTA bedroom-in-a-box group on display. And Ameriwood was testing the concept for flat-pack bedroom, office and entertainment groupings.

In style trends here, retailers were focusing on more eclectic looks that incorporate wood solids and veneers, glass, metal and anything else that adds visual interest or value.

For Ameriwood, which is expanding its wood-front entertainment program, the step-up value seemed to open doors.

"We have people talking to us now who never wanted to talk to us before," said Jeff Sternklar, director of marketing.

In entertainment, popular intros included new iterations of television stands, entertainment centers, audio racks and home theater walls. O'Sullivan Furniture even created a new brand, Home Architecture, for the high-end electronics and entertainment market.

Action on the office front ran the gamut, from small promotional desks to armoires to full-scale executive collections.

"Office is coming back slowly," said Sauder's Dountas. "Those sales figures are coming up and getting healthier."

Sauder is reinvigorating its office armoire program, adding a new unit to its Mission collection. Priced to retail at $299, it has a new fold-down, push-in work surface, keyboard tray and monitor stand.

"Armoires are back," Dountas said. "We're getting a nice reaction from our retailers."

RTA directions

STOW IT: Producers hit storage hard at market, engineering solutions for every room in the house as well as the garage.
ROOMS IN A BOX: Hoping to stimulate more impulse furniture sales, manufacturers are packaging two or three flat-pack pieces together so a consumer walks away with a coordinated set and the store gets a larger sale.
SMALL BUT FAST: Kitchen and bedroom are still small categories, but they have developed nice retail momentum. Nearly every RTA showroom addressed one or both.

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