New faces, fresh twists key Tupelo leather
By Joan Gunin -- Furniture Today, March 2, 2003
Tupelo, Miss. — The leather category was hopping again in Tupelo this market as new players continue to stream into the category.
Davis International and Kathy Ireland Home by Standard were among the latest entrants seeking a share of the pie.
Brazilian-based Niroflex and Asian importers Collezione Europa and Coaster also showed their leathers in Tupelo for the first time. But this show proved that not all leather upholstery seating hails from Europe, Asia or South America, as evidenced by new offerings from Davis, United and Mayo — all made in the United States.
Located in a newly enlarged showroom, Davis enhanced its imported case goods line with traditional, transitional and contemporary leather frames cut and sewn in China and assembled here, said President Lynn Davis.
Sold direct or warehoused, the new program features 12 frames retailing at $799, $899 or $999, as well as six microfiber styles ticketed at $499 and $599, Davis said.
Standard augmented its Kathy Ireland Home program with TLC/Tender Leather Care, a 15-frame leather assortment made in China. Scaled-back, graceful silhouettes distinguish the line.
The higher-end Gallery line, featuring eight-way hand-tied entries, serves up retails of $999, $1,199 and $1,499, while the Essentials group is priced at $699 and $899, said Ron Spivey, director of soft goods merchandising for Standard. Five microfiber frames in the Essentials program priced from $499 complete the mix.
"We intend to utilize the Tupelo market to introduce our leather so as not to compete with our reps' and retailers' time for case goods," Spivey said.
Standard's wood products will continue to be introduced at High Point.
At Mayo, introductions included the company's first leather sofa-sleeper. The company also created some special incentives to spur business.
"We have added a component to our merchandising strategy to ensure strength at key price points," said Vice President Don McCoy. "It is not a temporary thing but will allow dealers to embrace us long term."
Tim Connors, vice president of sales and merchandise for Collezione Europa, said December was the best month in the company's 20-year history, spurred largely by its leather introduction in the fall of '02.
"Our business is really rocking — despite any conversations of war," said Connors. "Leather is taking over some fabric slots because of its value."
In the Niroflex showroom, Michael El Khatib, U.S. marketing director, was advancing Giovanni Leather, the company's High Point-based warehousing program launched this summer.
"It will help us to sample and test new leathers with our smaller dealers and get feedback before we offer them to the larger dealers," he said.
Another quick-ship warehousing source, Leather Bella, introduced 13 leather groups here, including four-piece sets and one sectional, with additional frames preparing to bow at High Point.
"Because of the line change-over, we have dropped frames to make room for new items," said Tom Schmidt, vice president of sales. "We are offering deep discounts on existing inventory."
Lane Leather and Leather Italia-USA also showed new leather products here.
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