Cottage shows its youth
By Sheila Long O'Mara -- Furniture Today, October 28, 2002
High Point — Cottage took the cake in kids' furniture, with introductions in the style as heavy as they were on the adult side.
To balance out cottage's casual look, retailers also found a smattering of more traditional styles for boys and girls. That style category, weathering the industry's economic storm, remained strong, with major producers saying retailers continued to shop hard for looks that speak to moms.
Youth producers made a concerted effort to offer distinctive pieces that work in children's rooms, such as small entertainment centers to accommodate video games, televisions and DVD players. Study armoires have become a staple in many groups.
More and more manufacturers also are scaling youth groups larger so that they'll cross over into second bedroom applications.
Lea Inds.' four new youth collections included Carolina Retreat, a white cottage group that can make the leap into a second bedroom. President Lamont Hope said the group garnered positive retail response.
"They loved the look and told us we hit cottage on the head," Hope said. "They liked the wainscoting panel and the bulk of the posts and the feet. We put a lot of fit and function into this group. We put a lot of unpredictable pieces with a lot more choices in this group — the unexpected."
Simply Yours youth from Bassett, a sweet cottage group featuring seven finish options, three hardware options and three foot options, did well among both Bassett Furniture Direct retailers and mainline stores, said Tom Prato, vice president of sales.
"It was phenomenal," he said. "It's by far the best we've done in a while. Retailers are going to do an eclectic mix of pieces on their floors from this group."
Youth was included in Lane's big Country Living collection. Jim DeRose, merchandise manager, said the collection did well among retailers shopping the kids category. All the youth pieces were offered in antique pine or chalk white. Constructed in solid pine, the collection has three beds and a variety of country cottage pieces, including a washstand-style nightstand.
"It's country, but we sold it to department stores," DeRose said. "We've made the category broader than American Farmhouse country."
Country Living will start shipping in February or March.
Stanley was ahead of the cottage curve and offered two versions of the style in April with rousing success. This market, the company added classic boys' groups with Harbor Town and Oak Harbor, in cherry and oak with hints of nautical influences.
"If we were to go out and ask 100 moms, about 90 would be frustrated with what they'd find out there for boys," said Glenn Prillaman, vice president of Stanley's Young America. "What they see is furniture that doesn't adapt well when kids grow up. So we addressed that market with a more sophisticated look with these groups."
Vaughan, meanwhile, said its new casual rustic group with leather-accented hardware was well received. President Bill Vaughan said retailers liked the leather accents and the unusual pieces, including an artist's desk and chair.
Palliser is overhauling its youth lineup and came to market with four new collections, a line of three bunk beds and new pieces for the popular Riki collection.
Astrid de Bruyn, product manager for youth, said all Palliser's new youth offerings did well among the company's retailers.
Vaughan-Bassett Furniture offered three youth collections, including an Elvis Kids Hollywood group in maple veneers and hardwoods in a cherry finish with metal hardware.
Only two pieces — an entertainment center and a metal bed — feature Elvis Presley's initials. The balance of the collection is a transitional group that could also work in second bedrooms.
"Most of this collection will stand on its own at retail as good, solid design," said Gene Clark, vice president of youth sales. "If the group doesn't have the look, it won't sell — no matter whose name is on it. This is an up-to-date style."
