New technology could kick-start home office
By Tom Edmonds -- Furniture Today, April 14, 2003
High Point — While the personal computer no longer represents a lifestyle revolution so much as a fact of life, the form of home office furniture is still adapting to the changes and advances in technology.
Computing technology is still evolving — with flat-screen monitors and the growing market share for laptops two of the most significant developments, and furniture producers are developing solutions to address those changes. Buyers, looking to kick-start the category at retail, welcomed the new ideas.
A handful of the most active companies in the home office arena, including Hooker, Riverside and Sligh, found buyer acceptance for new desking solutions for laptop computers.
At Sligh, a new laptop console at $1,199 retail has the form of a short wall chest, but doors and drawers provide the function and space to store and use a laptop and a printer. Easy access to a power supply and Internet-access connections are also built into these pieces.
"It's a simple and attractive way of integrating the laptop in the living environment," said Jeffrey Pulver, product development manager. "We've had really good response to this, which will be a green light to go ahead with production."
Sligh also scored with a new modular collection, The Arc.
In addition to its laptop work center, Hooker unveiled a library computer cabinet, which is an armoire with pocket doors flanked by bookcases that provide additional storage. Available in five styles, this unit has proven to be a hit, said Kim Shaver, director of marketing communications.
"Retailers and their customers are looking for new ideas and great solutions," she said. "They're also looking for furniture that softens and warms up the technology."
At Riverside Furniture, the new 26-SKU Meridian collection, available in oak or cherry, received an enthusiastic reception from buyers, said Mike Charlton, vice president of product development and merchandising.
"All the storage and function features have been engineered right up to the minute, and it's an updated design that offers dealers a wide range of choices," Charlton said. "They say it's an obvious value."
At the promotional end, Sauder Woodworking found that the mixed-media presentation of its expanded Lockport collection, with two new desk-hutch combinations, generated good results at market, said John Yoder, senior vice president for sales and marketing.
Yoder added that the emergence of flat-screen monitors appears to be giving home office a nice boost.
"Every change in electronic styling gives us the opportunity to design furniture that complements that change," he said. "We love innovation in electronics because it goes hand-in-hand with new designs in furniture."
Another flat-pack producer, Studio RTA, did well with new corner desks designed for flat-screen monitors. "It's a challenging environment out there," said Paul Reitzin, president. "There are a lot of me-too looks. Retailers are looking for innovations that differentiate their selections."
Neil McKenzie, vice president for product development at high-end producer Hekman, said executive office furniture, with full computer functionality, has been scoring strong sales consistently. The company's new rendition, a formal design with swirl veneers and reeded posts, was a winner here.
He said the potential of the home office category is too great to be slowed much longer. "We're very confident that business is going to come back — look at all the new housing that's been sold, almost all with offices built in," McKenzie said. "When people get around to furnishing those, it will span all price points."
Imports are having a substantial impact on this category in several ways. Wynwood, bringing in assembled collections from Asia, attacked the home office category with several traditional collections, such as a Louis Philippe look with an L-shaped configuration that will retail for $1,500. "This was a big hit," said Andy Gillies, president. "We sold it from sea to shining sea."
Jesper Office brought out a new modular group, plusone, from the Ukraine. At about half the price of its veneer lines, the laser-finished group is off to a strong start, the company said.
