New looks score in casual dining
By Jeff Linville -- Furniture Today, October 28, 2002
High Point — An emphasis on fashion-fresh looks made for successful casual dining introductions this market.
Buyers sought new looks more than low prices and market specials, said Dan Angus, senior vice president of sales and marketing at Ligo. They still were looking for values, he said, but wanted it in something fresh and interesting.
Charleston Forge commissioned British designer Hugh Elliott to help create a more contemporary range of casual dining products, drawing upon European influences. Company owners Susan and Art Barber deemed the collection a winner and gave Elliott the OK to expand the line into bedroom and accent furniture.
Casual dining long has been eating into formal dining space on many retail floors, said Alan Mintz, vice president of sales and marketing at Reflections, and there was no sign that trend was reversing.
Dick Yargus, Largo's vice president of sales and marketing, said one retailer reported his store has had a huge increase in casual dining sales in the past two years, including an 81% rise this year.
Palliser entered the casual dining category only two years ago, yet is expecting to sell about $8 million worth this year, according to Kelly Krentz, merchandising manager for casual dining.
The Canadian-based producer expects to do even better next year after finding success with three new self-storing leaf functions. The competition is fierce, Krentz said, but Palliser believes it has found a niche with its mechanisms.
At casual dining giant Canadel, Vice President of Sales and Marketing Jean Deveault said the company has seen double-digit sales increases since May, on top of a 9% gain in 2001.
He reported strong response to Canadel's debut of a granite composite from DuPont called Zodiaq. The material is 93% granite and 7% polymers. It costs about 10% more than DuPont's Corian, Deveault said, but the color is uniform and the surface doesn't scratch or stain. Canadel has a two-year exclusive on Zodiaq, Deveault said.
Stone tops also proved popular at Ligo, which offered granite, marble and a stone composite product out of Mexico similar to Corian, according to Angus.
At Powell Co., a top seller was Hills of Provence, which has two hot features, castered chairs and pub-height dining.
Pub-height and counter-height seating also were popular at Reflections and Largo, which also offered a game table and seats in the look.
Largo's new castered chairs were well received, as were its first Parsons chairs, offered in two dining sets. Casual dining has been so popular that Largo introduced matching occasional tables here.
Producers believe Parsons chairs are increasingly important as many casual sets border on small-scale formal dining, and look good with fully upholstered seating. Palliser brought out four slipcovers that change the look of the chairs.
Buyers seeking bigger and more comfortable pub chairs found them this market at The Platt Collections and Italmond.
Ebony finishes continued to be strong at Ligo, as well as black with rub-through effect. Cherry, maple and brandy were popular for Dinec. Chromcraft's Dining Flavors was a success with espresso, mocha and sweet cream finishes.
Saloom had a big hit with country styling, and believes it could become half its total business in a few years. The contemporary manufacturer offered country pieces with a European flair.
Chromcraft's Dining Flavors chair styles — Italian classic, French country, Art Deco, casual contemporary — had equal success.
