Busy market for motion
By Larry Thomas -- Furniture Today, October 28, 2002
High Point — An aggressive round of sectional and sofa introductions kept motion upholstery producers busy this market.
Producers said retailers were a bit nervous about the business outlook, but still were eager to get new product into their stores.
Fears that bloated retail inventories would curtail buying appear to have been exaggerated, manufacturers said, but it was obvious the industry hasn't yet seen the long-awaited recovery.
"Business has been steady ... and right now, we're happy about steady," quipped Vandy Baker, vice president of merchandising at PeopLoungers.
Bruce Sinning, vice president of merchandising for reclining upholstery at Berkline, said dealers generally were in a positive frame of mind in spite of less-than-optimal business conditions the past several months.
"Most people were very upbeat," Sinning said.
He and others said most introductions were well received, especially those targeting hot retail price points such as $899 and $999 for motion sofas and $1,299 to $1,699 for sectionals.
Aided by falling leather prices and overseas cut-and-sew operations, aggressive pricing also was prevalent in leather motion products. Some had sectionals with leather/vinyl covers retailing for less than $2,000, while motion sofas in leather/vinyl were shown with retail prices as low as $849.
"We really focused on value this market," said Chuck Tidwell, product manager at Franklin. "But motion still won't sell without a lot of function, a lot of styling and a lot of comfort."
Producers said suede and suede-like fabrics remained popular among non-leather cover offerings. Some even predicted a revival for velvet, thanks largely to new constructions available from suppliers Joan and Culp.
Berkline, Lane and Best Chairs were among those showing motion groups covered in velvet. Best displayed a velvet cover on its top-selling motion sofa, at $899 retail.
Gentry Long, merchandise manager for motion furniture at Lane, said the company got good reaction to midpriced products such as a sectional at $2,499 retail and another at $2,999. Lane also got good placement on two motion sofas in traditional and transitional styling, a departure in a contemporary-dominated category.
"Contemporary is going to continue to be the leading style, but traditional is also very, very important," Long said.
At La-Z-Boy, buyers were enthusiastic about a pair of motion sofas at $899, including one with pillow-top seating. Catnapper said it secured good placement on new motion sectionals retailing for $1,699 and $1,899.
Palliser, meanwhile, reported good placement of a new leather sofa retailing for $1,299 and a matching chair-and-a-half. "It's new. It's fresh. It's a different look for us," said Tom Enns, merchandise manager for motion furniture.
Palliser was one of many producers displaying home theater seating, a product many believe is poised for big growth as well-heeled consumers replace family rooms with media rooms. "It's a heck of a growth area," said Sharon Bosworth, executive vice president for merchandising at Preview.
Most home theater seating is at least $1,000 retail per seat, but executives believe consumers are willing to spend the money.
"Seating is still the cheapest thing in the room," said Barcalounger President Wayne Stephens, whose company's three-seat theater systems typically retail for $2,599 to $4,299.
