Value drives upholstery
By Michael J. Knell -- Furniture Today, January 20, 2003
Toronto — Upholstery producers lived up to their reputation as the fashion leaders of the furniture industry at market here, but regardless of the style or cover, the dominant theme continued to be quality at an affordable price point.
"We saw a real demand for better value," said Jason Harris, national sales manager for Stylus, Made to Order Sofas. "You're seeing the features and benefits of high-end goods brought down to the value price points."
While C$899/C$999 remain the most popular price points on Canadian retail floors for stationary sofas, factory executives reported great demand for goods at C$1,399/C$1,499, with consumers interested in the higher-priced segment's better quality and retailers hungry for improved margins.
Home theater seating was widely shown this market as more and more factories added it to their core lines. Once dominantly a leather product, the number of fabric applications, particularly velvet, has increased dramatically.
Also making a strong comeback was the chaise lounge, either as a standalone piece or as the end unit of a sectional.
Size and scale was top-of-mind with a host of producers who rolled out pared-down condo sofas. Stylus introduced Macy, a group with a wood base in a rich espresso finish, while Coja Leatherline added Uptown to its Studio Line collection.
"Smaller-scale goods are becoming more and more important," said Laine Reynolds, vice president of sales for Superstyle. "Living spaces are becoming smaller."
Factory executives said contemporary was the dominant style this market.
"There is a strong trend towards contemporary, although vintage looks also were a growing segment this market," Reynolds said. "Chenilles continue to be strong — they are giving better value and looks than ever before."
Shermag entered the mainstream stationary fabric upholstery category this market. For some time, its Sofas International division has offered high-end contemporary, almost avant-garde, fabric upholstery with its Cameleon line, followed a couple of years ago with a strong foray into leather.
"Our fabric upholstery has been very contemporary and very successful," said Jeff Casselman, president and chief executive officer. "This is a more mainstream offering, reflecting the lifestyle approach of the rest of our line."
In all, Shermag debuted four upholstery groups — traditional, transitional, contemporary and modern — on hardwood frames at a C$999/US$799 value price point.
"We want to be a full-line resource for the home," Casselman said. "It's a perfect complement to the casual contemporary strength Shermag has always offered."
While not seen everywhere, upholstered beds made a strong statement this market, both in fabric and leather. Palliser's Valencia bedroom suite, with its contemporary sleigh bed and high headboard with leather inserts, gained considerable attention. Shermag also added several beds to collections featuring microfiber upholstering, which continue to be popular with the Canadian consumer.
