Pump-priming key in motion
By Larry Thomas -- Furniture Today, April 14, 2003
High Point — Value plays scored points with dealers in motion furniture showrooms as producers and retailers continued to search for ways to boost business.
Producers said most dealers came to market in an upbeat mood, but that lots of pump-priming is still necessary to maintain reasonably good sales numbers.
That's why motion products that conveyed a high perceived value attracted the most attention. Retailers were hoping such items would act as a drawing card to stimulate additional store traffic.
"I think everybody found it pretty tough in January and February, but most (retailers) had a good March," said Keith Feuerhaken, vice president of home furnishings sales at Flexsteel. "People seemed to be in a good frame of mind."
But Feuerhaken and other executives said dealers generally aren't convinced the March momentum will sustain itself, so they focused on value-oriented items.
Motion sofas retailing at $1,099 and below with leather/vinyl covers were eagerly scooped up, producers said, as were sectionals at $1,799 to $1,999 in fabric covers.
"If we can offer special deals ... and a great value, it can take us to the next level," said Chuck Tidwell, product manager at Franklin.
One of Franklin's most popular market introductions was a motion sectional with faux suede cover at $1,799, while PeopLoungers reported success with a $1,999 motion sectional and a pair of leather/vinyl sofas at $899 and $999, fully assembled in China.
"The real value in our sofas is the quality of the leather," said Vandy Baker, vice president of merchandising at PeopLoungers. "I'm sure these sofas will be among our best-sellers."
In that same vein, La-Z-Boy reported very favorable reaction to a leather/vinyl motion sofa at $1,099, while Klaussner reported success with the first motion sofa in its popular Dick Idol collection.
The Dick Idol entry, which retails at $1,199, is a mixed-media model with fabric-covered cushions and leather on the arms.
At Lane, the focus was on all-leather covers, and the biggest market winner appeared to be a two-seat sofa at $1,299.
"We primarily were known as a leather/vinyl house, but we're now offering premium leathers on our motion furniture," said Gentry Long, Lane's merchandise manager for motion furniture. "The program has been very well received."
He said two-seat sofas aren't as long as traditional 3-seat designs, but offer more seating comfort because individual seats are wider.
"It's a very popular design for us," said Tom Enns, merchandise manager for motion furniture at Palliser. "People seem to like the wider seats."
One of Palliser's top introductions was the two-seat Berkley sofa, which retails for $899 to $999 in leather and $699 to $799 in fabric.
Officials at El Ran were stressing value and styling to dealers visiting their showroom, and they believe they were successful.
One of the biggest market winners was an urban casual collection featuring several leather sofas retailing for less than $1,000, said Gary Guarino, director of U.S. sales and marketing. "You could put it in your living room and you would not know it was motion," he said.
Home theater seating also was well received at market in virtually every showroom that had it. La-Z-Boy, Lane, Berkline, Ekornes and Klaussner all had theater-like areas in their showrooms, while Flexsteel, PeopLoungers, Catnapper, Franklin, Ashley, El Ran, Palliser and Bradington-Young were among those touting theater seating groups as part of regular motion lineups.
"We had extremely good response to our group," said Paula Hoyas, merchandise manager for motion furniture at La-Z-Boy.
For La-Z-Boy and Catnapper, this market marked their debuts in home theater seating, which many executives say is the hottest motion furniture product in years.
"I think we sold it to just about everybody who came in," said Don Hunter, vice president of merchandising at Catnapper.
