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Metal bed producers covering all bases

By David Perry -- Furniture Today, March 31, 2003

High Point — Metal bed producers are covering all the key bases as they bring out new lines for the April show.

That means offering beds for everyone from kids to adults, in styles that range from traditional to contemporary. In some cases, it also means doing more work at the promotional end of the market.

Sales leader Fashion Bed Group is introducing its new Fashion Kids collection, which should fuel further growth in the already hot kids marketplace. That producer is unveiling a number of new beds in the collection. Augusta has an autumn finish and retails at $359 in twin. Somerset, offered in finishes that include walnut, white and distressed black, retails at $399 for a complete canopy bed in twin. Hermosa, in a distressed black finish, retails at $459. And Springhill rounds out the program. Offered in honey maple, white, red and blue finishes, it retails at $299.

Those beds are all done in wood, but the producer is also showing several metal beds in youth setups, all part of a broad push in the category.

"The percentage of shoppers looking for youth furniture is increasing," said Ron Ainsworth, president of Fashion Bed Group. "Interest in the category is mushrooming."

Wesley Allen, a style leader, addresses the kids market with Lambert, a contemporary bed available in 33 custom finishes and retailing from $1,699 to $1,899.

That company is also making another broad product introduction, bringing out seven other beds in transitional and contemporary styles with retails ranging from $1,199 to $1,899.

Powell's latest entry in the youth category is Safari, an iron bed with animal motifs that retails at $69. That producer is also unveiling a number of other new models, including a multi-functional bunk bed retailing at $999.

Elliott's Designs is responding to the proliferation of lower-priced beds in the marketplace with a new line of beds called the EI series. Suggested retails in that line will range from $299 to as high as $699.

As part of its remerchandising, Elliott's also will unveil a high-end line of beds called Heirloom, with suggested retails from $599 to $1,599.

The redesigned product lines will be rolled out over the next 24 months. Elliott Jones, president, said the company "will continue to improve on its current reputation for high-quality product with dependable delivery, and is prepared to back it up with a delivery guarantee."

Also making some changes in its product line is Hickory At Home.

Said Tracy Hamlin, merchandising manager: "We have redesigned our entire iron bed lineup, creating a more focused product line featuring a combination of our bestsellers and some exciting new beds, all in the framework of $199 to $399 in queen sizes for the retail floor. Hickory At Home still features our quick-ship program and, as always, our ever-expanding product line for today's retailer."

Amisco's introductions include, among other products, a metal bed with a leather headboard. "We are aiming to capitalize on the strength of leather in the marketplace," said Nolan Mitchell, national sales manager.

Corsican is hoping to score some points with its Tennis bed, retailing at $2,000.

Metropolitan Designs is adding to its collection of sheet metal beds. Those beds can also be ordered in platform style.

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