Lift chairs touted as boost for stores
By Larry Thomas -- Furniture Today, October 28, 2002
High Point — Lift chairs, a product commonly found in medical supply stores, were aggressively promoted to furniture retailers at market as a profitable niche item for an increasingly aging population.
Producers said furniture stores can offer more fashion-forward styles and provide a valuable service to elderly consumers.
"We see a lot of growth potential here. Our population is not getting any younger," said Don Hunter, vice president of merchandising at Catnapper.
Catnapper, a recliner and motion furniture producer that's also a major player in the lift chair business, debuted a line of aggressively priced lift chairs that are targeted to full-line furniture stores already doing a substantial business in the company's other products.
"In order to be in the category, we're telling dealers they need a good-better-best program," said Hunter. "One chair at the back of the store won't do it."
John St. John, product manager for recliners at Flexsteel, agreed, noting that he encourages dealers to put one lift chair "in the front window" to let consumers know the product is available.
He estimated that 70% of lift chairs are sold through medical supply stores, but he believes furniture stores have a great opportunity to increase their share of the business.
"A lot of people think it's a problem business, but it's not," said St. John. "It's a lot bigger business than people think."
Flexsteel's lift chairs typically retail for $899 to $1,299, while Catnapper's new lineup featured retail price points of $499 to $799.
Hunter said entry-level models in Catnapper's lineup have velvet covers, while the higher-priced models include a power recliner mechanism and a leather/vinyl cover.
Other major players in the category include La-Z-Boy, which unveiled three lift chairs at market as part of its new line of power recliners, and Berkline, which had chairs retailing for $499 to $799 in its showroom.
A massage/heat function was available on one of the La-Z-Boy entries, and some models also featured a battery back-up system that would allow the chair to operate in case of a power failure.
