Hot prices, fresh colors key motion
By Larry Thomas -- Furniture Today, October 10, 2004
High Point — Against a backdrop of slightly improved business conditions, producers of motion upholstery are coming to High Point with an array of new items at traditionally hot price points.
Producers say much of the emphasis will be on reclining chairs retailing for $299 to $499 and motion sofas at $699 to $899, but a few are pushing the price envelope in hopes of finding a niche at the upper end.
However, most are reluctant to push the envelope too hard because they are still a bit skittish about the sustainability of a modest rebound in business since Labor Day.
"Retail is picking up, but it's still not where everybody wants it to be," said Chuck Tidwell, product manager at Franklin.
Ken Salm, senior vice president of sales and marketing Douglas agreed, noting that business has perked up following the traditional summer lull in motion upholstery and recliner sales.
"We're very bullish going forward," said Salm. "We think we're headed in the right direction."
But producers believe retailers always will need price-driven items that will get consumers in the door, so they're not lifting the accelerator on promotionally priced products.
At market, for example, Berkline is unveiling more than a half-dozen fabric recliners at $299 to $499, while Catnapper has five new motion sofas at $699 and $799 in fabric.
Franklin and Lane, meanwhile, are among those taking the promotional track on motion sectionals. Franklin has new models at $1,499 to $1,999, while Lane has a $1,999 entry that features the "Perfect Fit" headrest that has been popular on the company's recliners.
"We feel like we're going to have a strong market," said Michael Herman, Lane's assistant merchandise manager for motion furniture. "I think we're pretty hot in motion right now."
Middle and upper price points aren't being neglected by any means, however. Barcalounger is unveiling a number of leather recliners at $899 to $1,099, including the transitional Visions collection, while El Ran has four new seating groups with motion sofas in the $1,099 range.
In addition, glider rocker specialist Dutailier has a pair of new metal gliders at $999, while upper-end specialist Lafer has a leather recliner at $1,499.
Barcalounger's new Visions collection also illustrates another key trend — colors other than brown or black. The collection, which is the company's first major offering of transitional styles in years, is available in 18 different colors of leather.
"We want to stay ahead of the curve and show lots of colors," said Phil Cooper, vice president of merchandising.
Color also will be a big part of the market story with fabric covers, particularly with faux suede, or microfiber covers.
Such covers long have been popular with consumers because they are durable and easy to clean,
But they also are popular with retailers because the wide array of available colors allows them to liven up their sales floors.
"Leather continues to grow, but the growth rate of suede is better," said Bob Young, merchandise manager for recliners at Lane.
Another significant growth story is home theater, a category that continues to accelerate as the electronics industry dazzles consumers with flat-screen televisions and other accoutrements for what used to be called the family room.
At market, more than a dozen motion upholstery showrooms will have home theater seating on display. Berkline, Douglas, Flexsteel, Omnia Leather and Catnapper are among those unveiling new home theater products.
In addition, Palliser will have the first furniture market showing of its "cinema in a box" program. The program, which allows a three-seat home theater unit to be shipped via overnight express delivery in four or five cartons, debuted last month at an electronics show for retailers who do custom installations of home theaters for well-heeled consumers.
Other noteworthy introductions include a child's recliner at Racing Furniture, which is expanding its NASCAR licensing program, and a new swivel chair at Comfort Designs, a company better known for its stylish stationary upholstery, metal beds and tables.
Berkline is one of two motion producers displaying products in a new showroom. Berkline, the largest unit of Berkline/BenchCraft LLC, is part of a 95,000-square-foot showroom on the fourth floor of Showplace. The massive showroom will include the Berkline, BenchCraft and Natural Elements product lines under one roof for the first time.
Barcalounger, meanwhile, has moved into 22,000 square feet of space in the IHFC's Commerce Wing that was occupied by Berkline. Barcalounger had been in a much smaller showroom in the Wrenn wing.
-
Hot prices, fresh colors key motion
Oct 13, 2004
Featured Company
-
Wright Labels
Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more
VIEW ALL GALLERIES
