Upholstery makers eager to stoke fall uptick
By Gary Evans -- Furniture Today, August 31, 2003
Tupelo, Miss. — Stationary upholstery makers are gearing up for what they hope is an improving second half, and the breadth of their offerings here was an indication of their hopefulness.
Promotions, closeouts and market specials were abundant. Several manufacturers were shoring up their lower price points, particularly $399 retail, offering stepped-up introductions as a prelude to High Point.
BenchCraft, for instance, introduced nine collections with occasional pieces, one of its largest offerings. And sister company Berkline brought out eight new products — all to get an early shot at space on retail floors, said Larry Smith, senior vice president for corporate marketing.
Citing the mantra of pent-up consumer demand, he said, "It seems to be that this fall may be the release of some of that demand."
Smith said BenchCraft/Berkline is "looking for opportunities," and by offering a large array of product here, then refining it for High Point, "we have two audiences to embrace it. This is the off-Broadway presentation; High Point is Broadway. We can say (to buyers), it's here, and ready to go."
At Ashley, Kerry Lebensburger, president of sales for the upholstery division, said the company is "starting to do a lot of sectionals" in your-choice packages.
Previously, Lebensburger said Ashley focused on the $1,199 to $1,399 retail range, and this time out was shoring up its sectional program at the $799 to $999 level.
The Tupelo showing included your-choice combinations of sofa, loveseat, chair and tables, or sectional and tables. One combination included an embossed pebble-like microfiber with chrome feet and a chaise at $799 retail; another combination included a sofa, loveseat, rocker-recliner (or tables) at $999.
"We will be doing more of these packages," Lebensburger said.
Style Line Furniture also focused on sectionals, with four offerings in transitional and casual contemporary targeted to hit $1,099 to $1,699 retails.
"We've been in sectionals before," said Jessica Barnes, marketing assistant, adding the company decided to bring back designs with a freshened-up look. "We believe demand for sectionals is increasing," she said.
In addition, Style Line introduced 10 sofa frames, in price points spanning $499 to $799, along with a rocking loveseat to retail at $599.
"We want to appeal to a wide variety of consumers," said Barnes. "We don't want any limitations. We need broad appeal without any boundaries."
American Furniture focused on its lower price points this market with three new frames.
"I believe the $299 to $399 price points are becoming more important," said President Gerald Washington. Looking ahead to High Point, he expects to offer a new chair program of six swivel styles at a "cheap" price point, with a leather/vinyl program to follow.
Washington said American's sales force has been after him to offer leather. "I told them that when I could do it for $399, I would," he said.
With new President Ray Crocker at the helm, Fraenkel Co. freshened up its product line with new fabrics and 21 new frames in the $399 to $799 price points.
"We got a lot of interest," said Crocker.
Assessing recent business, he said, "We've seen a minor pickup, but it's certainly not as big as we want. There have been spurts of good business. We think the fall will be good. All indicators are good and certainly have been for the last three months."
New Look, Second Generation attracted visitors to its showroom with a Marilyn Monroe look-alike and a vintage Chevrolet, then showed them three new frames at $399 retail.
"We feel the consumer is looking for better price points with more value," said President Jim Tackett.
Bushline added new upholstery groups with showood and coordinating tables, and an all-wood five-piece bedroom targeted at $1,099. For High Point, the company plans to add frames and a bedroom, said Hollis Bush, owner and chief executive officer.
"Everyone's being cautious, so you have to take the rifle approach rather than the shotgun," he said. "When you come (to market) with something, you'd better have it right."
"I'm looking for increases," Bush said of the fall. "I expect business to be significantly better."
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