Upholstery makers pulling out the stops
By Gary Evans -- Furniture Today, March 20, 2005
High Poit — Stationary upholstery makers appear to be going all-out this market, preparing a large volume of introductions and major new programs aimed at luring the consumer dollar.
That was evident at premarket here last week, where producers previewed a number of expanded tie-ins with brands, both celebrity and product, and signaled a growing emphasis on the casual/urban contemporary category, with new looks and a rainbow of color.
Next month, Flexsteel will introduce its first case goods collection, in cherry solids and veneers — the second phase of its Wrangler Home offering. The first phase of mostly upholstered products, introduced last October, was snatched up by 300 retailers, according to Lee Fautsch, national sales manager.
In addition, Flexsteel plans a number of new upholstery offerings this market.
"This is as broad an introduction as we've ever had in High Point in terms of style and fabric," Fautsch said.
Hickory Hill is partnering with "Charlie's Angels" actress Jaclyn Smith for a new upholstery collection. And Southern Furniture will introduce upholstery tied in to supermodel, author and talk show host Cristina Ferrare.
Rowe stays hip with a new collection by designer Jonathan Adler, and Klaussner will add an "outdoor lifestyle goes urban" collection by Dick Idol.
Microfiber suedes will be back full force this market, with manufacturers capitalizing on their family-friendly popularity with new patterns and textures. Pennsylvania House will include several new microfibers in paisley, stripe and corduroy patterns in its new family room collection that includes 50 new frames and 150 new fabrics.
Ashley is making basketweave microfibers a talking point in a wide range of upholstery introductions focused on color.
"We may have gone overboard," said Kerry Lebensburger, president of sales for Ashley's upholstery division. "Retailers have been beiged to death and greened to death. It sells but it's time for something new."
The company will have several groups with sofas in the $399-$499-$599 retail price points, four 100-inch sofas to retail at $599, and four room packages — sofa, loveseat and three tables — at $999.
Lane's major introduction will be the Robert Idol collection in casual/urban contemporary styling. Gentry Long, merchandise manager for stationary and motion upholstery, said the 100-piece offering will follow the trend toward smaller-scale pieces aimed at younger, more metro consumers. The collection includes about 15 pieces of upholstery utilizing performance fabrics, with sofas in the $799 retail range. A featured wood in the case goods offering is rosewood.
Weiman, known for its cutting-edge modern/contemporary, will add a couple of casual contemporary sectionals this market to attract a broader audience, said Michael Buskirk, vice president and general manager.
And Hiatt, known for its urban looks, will offer a "Pretty in Pink" group with subtle colorations in linen and cotton blends, and a menswear collection featuring a black cotton sofa with gray chevron pillows along with a leather sofa with canvas cushions.
American Upholstery, a division of American Leather, is expanding its modern/contemporary offerings with pieces from designers Vladimir Kagan, Ted Boerner and Rick Lee.
Universal's upholstery division, now a year old, is adding 14 to 16 new groups in fabric and leather this market, in transitional, contemporary and traditional styles. The transitional group, which sports spa colors, has a hip, retro flair.
A second group, No. 108, complements Universal's Studio 8 casual contemporary case goods offering and includes exposed-wood frames, rayon chenilles, spa green colors and red and cream leathers. The group includes the company's first-ever sectional.
Overall, premarket drew the usual list of big hitters looking for an early peek at new products. And, as usual, the event drew mixed reviews.
Chuck Tidwell, product manager at upholstery producer Franklin, said his company had a very busy premarket, and was shopped by numerous Top 100 stores and other large retailers.
"Premarket is becoming more and more important for us," Tidwell said. "A lot of majors are finalizing their programs here rather than at (April) market."
Other upholstery resources weren't as busy, however. Executives at PeopLoungers and Douglas, for example, said showroom traffic was noticeably down.
"It's the slowest premarket I've ever seen," said Luana Davis, senior vice president of merchandising and product development at Douglas.
| Acknowledgements | ||
| Business Editor Larry Thomas contributed to this story. | ||
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Upholstery makers pulling out the stops
Mar 22, 2005
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