High Point — A bevy of introductions focusing on such niches as leather, faux suede and power reclining mechanisms kept recliner manufacturers busy here despite a market that was lightly attended overall.
Reclining chair producers said business was brisk from the market's outset, with dealers signing up for promotional and midpriced goods that can build store traffic.
And to the surprise of many exhibitors, dealers showed few outward signs of the difficult retail environment that has existed for several months.
"It was probably the most upbeat market I can remember," said Jay Foscue, vice president of merchandising for motion at Klaussner. "Everyone seemed to come in with a positive attitude."
Bob Young, merchandise manager for recliners at Lane, said dealers realize they must continue to promote the category in good times and bad.
"We were busy every day," he said. "People were buying as aggressively as ever."
Hot retail price points such as $399 and $499 in fabric and $899 to $999 in leather continued to garner considerable attention, but producers said dealers also focused on specific niches within the category.
Power tools
Lane, for example, put the spotlight on suede, faux suede and leather, while archrival La-Z-Boy touted its new power reclining mechanism.
The mechanism, shown in three new rocker/recliners designed specifically for power, features a dual motor system that allows the back and ottoman to be moved independently.
La-Z-Boy officials said it's the only dual-motor power mechanism on the market, and said its new chairs are the only rocker/recliners using any kind of power mechanism.
"We are trying to take power to the next level," said Paula Hoyas, La-Z-Boy product manager for motion. "We designed a mechanism specifically for power recliners."
The power recliners, which use a wand slightly smaller than a TV remote control, target retail price points of $899 and above in fabric.
"We were expecting good things from this program ... and the initial response exceeded our expectations," Hoyas said.
Other producers who offer power mechanisms, including Berkline, Barcalounger and Catnapper, said they weren't surprised at the reaction.
"With an aging population, it's probably going to be more popular," said Barcalounger President Wayne Stephens. "We are offering it as an option on more and more of our models."
Leather and faux suede were big hits at Lane, Franklin and Berkline. Young said Lane received favorable reaction to an all-leather model new to its First Class Seating collection and retailing for $999, while Franklin reported success with additions to its Classics collection retailing for as low as $799 in leather/vinyl.
"We had a lot of good placements," said Chuck Tidwell, Franklin's product manager. "People liked the vintage styling."
The leather version of Flexsteel's newest recliner, a model with a loose-pillow back, also got more retail placement than its fabric counterpart despite its higher price point, said Keith Feuerhaken, vice president of sales.
"I think it's going to do better in leather than cloth," he said, noting the chair will retail for about $999 in leather/vinyl.
At Berkline, the company's greatly expanded Leather Select program was a solid market winner, said Merchandise Manager Cabot Longnecker.
One of the biggest hits, he said, was a small-scale recliner retailing for $499 with an all-leather cover.
Young said Lane obtained good placement on a contemporary styled line of recliners with faux suede covers retailing for $349 to $599, and Foscue reported success at Klaussner with a similar fabric on several traditional-styled chairs retailing for $399 and $499.
El Ran reported success with a new line of low-leg recliners retailing for $799 to $999 in leather. "They were all home runs — every chair in the line," said El Ran President Sheldon Lubin.
Other market winners were reported by Décor-Rest, which made its debut in reclining chairs with several all-leather chairs retailing for $999, and Interactive Health, which had continuing success with its robotic massage chairs that typically retail for $1,500 to $2,000.
"And our new gallery program was a big success," said Interactive Health President Matt Wollman.
Ekornes and Hjellegjerde, Norwegian companies that specialize in upper-end leather reclining chairs, also reported success with several introductions.
Ekornes unveiled six reclining chairs retailing for $1,299 and above, while Hjellegjerde debuted a $1,499 model with an adjustable headrest pillow.
