New sizes, shapes take casual dining to greater heights
By Jeff Linville -- Furniture Today, February 27, 2005
High Point — A hot category in 2004, casual dining continues to grow — literally, as counter-height dining expands its scope.
When counter-height dining began appearing in showrooms a couple of years ago, almost every table was casual contemporary with a merlot or espresso finish, but the 36-inch-high table now can be found in a variety of styles.
Designers are offering the table height in different sizes, materials and finishes, said Rik Talley, vice president of sales and marketing for Chromcraft. The company has a strong oak selection in standard sets and is finding a market at the taller height.
Some companies are finding success with weathered painted finishes like black. And some Chromcraft tables have solid tops, while others have removable or self-storing leaves.
Developing new looks has helped spread the popularity to mainstream consumers — the original contemporary model was sold primarily in metro markets, Talley noted.
Darker tones doing well
Darker finishes are going strong for Palliser, said Ben Horch, vice president of U.S. sales. Light and natural finishes such as clear maple used to be very strong, but tastes have changed for the Canadian manufacturer.
Showing at this month's Tupelo Furniture Market, Palliser found heavy interest in two areas — counter-height tables and kitchen islands.
Klaussner Furniture introduced a gathering table as part of its licensed World Vineyards group. The shaping is somewhat contemporary, but has a rustic feel with soft, worn edges in oak.
The collection is inspired by vineyards and the outdoors of the Napa Valley region of California, according to Darren York, merchandise manager for case goods.
The group also includes a table with a racetrack-oval style, said York. It's bigger than the typical casual dining set and a bit more formal, but still relaxed — what some are calling "junior formal dining."
A wide range of options
"Casual dining is making a lot of inroads on master dining," said Dave Shock, Cramco's national sales manager.
Cramco's biggest growth now is from counter-height sets in five, seven or nine pieces. The tables vary in size from a 42-inch square to a 54-inch square; a popular seven-piece set has a 42 by 60-inch table.
The 54-inch square is still the hottest size, but Canadel has applied the longer legs to its option-heavy approach.
These taller tables have been in Canadel's line only a few years but are selling well in all sizes, said Jean Deveault, vice president of sales and marketing.
Consumers like the leaf tables because they can fit in small areas when closed down or expand when company comes over, he said. The most-popular models for Canadel are 42 inches to 48 inches wide with one, two or even four leaves.
Emerald Home Furnishing features three new table groups in standard, counter and pub heights this year and also has added a 54-inch gathering table to some existing groups, said Cindi Jacober, marketing manager.
One gathering table features ash solids with a walnut top and espresso finish. The table and four leather-upholstered seats retail for $999.
Bernards showed a counter-height gathering table at Tupelo that did well and plans to bring out three to four more such tables at the April market.
A growing presence
Chromcraft entered the niche a little late, but taller sets are retailing really well for the company now, Talley said. Counter-height dining is still not a big percent of business but looks to be headed that way, he said.
Fraenkel made a number of changes at Tupelo this month, including updating its logo, doubling its permanent space to 22,000 square feet and increasing its presence in upholstery. However, the biggest change is in casual dining.
Fraenkel has carried 10 to 12 casual dining sets over the past few years, but it introduced 15 new groups at Tupelo, said Ray Crocker, president and CEO. Casual dining makes up about 10% of the company's sales now, but Crocker wants to make that figure greater.
Asked if the Tupelo introductions were a step in the right direction, Crocker said, "This is a big step. I hope it's in the right direction."
In addition to the new sets, a couple of existing groups grew with a new gathering table.
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