Motion delivers 'more bang for the buck'
By Larry Thomas -- Furniture Today, March 31, 2003
High Point — Amid considerable uncertainty about the direction of the economy in general, and the furniture business in particular, producers of motion upholstery are making a value play to dealers visiting their showrooms this April.
Producers are quick to point out that value doesn't necessarily mean the lowest price, but no one is denying that aggressive pricing plays an important role in getting consumers into stores.
That's why producers say it's critical to develop products that offer "more bang for the buck." That could mean a better grade of fabric, better foam in the seat cushions and arm pads, a more durable frame, or a beefed-up mechanism.
"The consumer is motivated by value," said Chuck Tidwell, product manager at Franklin, which makes recliners, motion sofas and sectionals. "We're not going to be the lowest price out there, but we're going to have the values."
Tidwell and other executives said that's why price points of $299, $399 and $499 remain critical to the recliner category, while $799 to $999 are vital to motion sofas. In some cases, buyers at market will see items with leather/vinyl covers at those price points.
"With the prices of these chairs, and the values they offer ... the dealer can do business," said Don Hunter, vice president of merchandising for Catnapper, which is showing five new recliners at $299 and $399.
Franklin's introductions include three reclining chairs at $399 and $499, while Berkline is adding a recliner/rocker at $499 and four new small-scale recliners at $349.
Lane, meanwhile, is introducing a pair of recliners with all-leather covers at $999, while Flexsteel has three new models with leather/vinyl covers at $799 to $899.
Upper-end specialist Barcalounger is showing five new recliners that are available with a traditional mechanism or a new mechanism that allows the chair to recline, swivel and glide. Retail price points start at $799 in fabric, $899 in leather/vinyl and $999 in all-leather.
Barcalounger also is selling a value story by making power reclining mechanisms available on 17 of its existing chairs. The power mechanisms add about $200 to the retail cost of each item, but Phil Cooper, vice president of merchandising, believes the upgrade will be a very popular option.
"A power mechanism gets a younger customer interested in a reclining chair," said Cooper. "We think our dealers will really get behind this."
On the motion sofa and sectional fronts, value also is the focus of many showroom introductions.
Ashley, for example, is introducing a dual reclining sofa at $599 in fabric, while Franklin has a new model at $699 that includes a chaise.
Catnapper, meanwhile, has two motion sofas at $699 and another at $799, while Lane's newest contemporary motion sofa is at $799 in fabric and $1,299 in all-leather.
Lane also has a transitional model at $899 in fabric and $1,299 in leather/vinyl, while Elite Leather is expanding its motion assortment with several new sofas and matching loveseats and reclining chairs.
In addition, Berkline is trying to capture the audience for the casual/cottage look with a lineup of wood-trimmed motion sofas that coordinate with an imported occasional table group.
In sectionals, Catnapper has one of the largest product rollouts, showing two contemporary models at $1,499 and $1,699 in fabric, and a third new sectional at $1,999 in a leather/vinyl cover.
Franklin, meanwhile, has a traditional-styled sectional with chaise at $1,799.
Even though retail price points are considerably higher than for any other type of motion furniture, the fast-growing home theater seating category also has a value story in numerous showrooms.
Catnapper and motion furniture sales leader La-Z-Boy are making their debuts in the category, while Flexsteel, Klaussner, Lane, Berkline, Elite Leather, Ashley and Palliser are among those expanding their home theater offerings.
"We've made a huge leap forward since we introduced home theater at the October market," said Gabrielle Galardo, marketing director at Elite Leather. "There's a lot of growth potential in this category."
Elite's newest offering, like the majority of home theater introductions, employs a leather cover. However, Klaussner is showing faux suede covers, and Flexsteel's newest group has a leather-like urethane cover.
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