New glider rockers get positive marks
By Sheila Long O'Mara -- Furniture Today, October 28, 2002
High Point — More fully upholstered looks and creature comforts received positive marks from retailers who shopped glider rockers at market.
The niche category fared well as buyers sought items to promote and drive additional business.
Both Dutailier and Relax-R made a move toward more fully upholstered chairs, designed to better hide glide mechanisms.
The popular locking mechanisms, which allow the chairs to be locked into a variety of positions, continued to spark interest from both mainstream furniture stores and kids retailers.
Butch McCracken, president of Relax-R, said the more stationary looks made a big splash. In addition to offering upholstered side panels to disguise frames, the company offered an option of upholstered bases to hide even more.
"It helps streamline the look of the products and makes the product applicable in any room of the house," he said.
The company also restructured its fabric-covered gliders into four price points ranging from $299 to $599 retail for better promotions.
Dominique Godbout, vice president of marketing and sales at Dutailier, said reaction to the company's two new "completely finished" gliders here was strong. The rockers, priced to retail at $599, are made so that upholstered panels on the sides, back and front extend to the floor.
Godbout said a prototype of a slipcover-look glider also received strong reviews.
With its glider sales up 16% this year, Brooks Furniture opted not to introduce new styles in the category but said retailers shopped the line hard anyway.
"Rather than adding new styles, we're adding function," said Gene Gathagan, vice president of sales and marketing. "We see great possibility for the multi-functional glider."
Brooks' six-position locking mechanism, introduced in chairs last market, continued to entice retailers, Gathagan said.
At Best Chairs, a 10-position locking mechanism in glider rockers was a hit. Greg Sicard, sales and marketing assistant, said the mechanism works well in a nursery and for the older consumer who needs assistance getting out of the chairs.
The company also re-engineered its gliders to accommodate a wider seat for more comfort and more cuddle space with children.
Towne Square reported good reaction to a pair of wood gliders at $349 and $399 retail, and to a new stationary upholstery group with French country styling.
"Traffic was off, but we wrote a lot of business at market," said Tom Mehalko, vice president and general manager.
Holland House continued to grow its container direct program in glider rockers. The program now features eight fabrics available in four colors each. Holland House used this market to freshen up its fabric offerings.
"Our glider business has done nothing but grow, and our fall container business is already lined up," said Fred Holland, vice president.
Canadian producer El Ran, best known for its motion furniture and recliners, made its debut in glider rockers at market and received very positive reviews.
The seven-model line features chairs and ottomans with metal bases. Most retail for $599 to $799 in leather.
El Ran President Sheldon Lubin said they are targeted to full-line furniture stores and juvenile specialty stores. "We believe there's a large, untapped market out there," he said. "In much of the U.S., especially the West, gliders are very hard to find."
The line is being built for El Ran by Pel International, which has a factory in Montreal.
