SOHO rides rebound, goes laptop-friendly
By Alfred Dockery -- Furniture Today, April 25, 2005
High Point — Riding a rebound in what has been a difficult category for many during the past few years, home office producers are bringing out a variety of fresh product this market in their quest to continue recent double-digit sales growth.
The rise in popularity of laptop computers is changing the form and function of home office furniture. Power and electronic connections are moving toward the desktop and other laptop-friendly features are being developed. Writing tables with keyboard space and electronic connections are a notable trend.
"Laptops are over 50% of the market for computers," said Hank Long, senior vice president, design and merchandising for Hooker Furniture. "We have been addressing this for some time with smaller desks and modular systems that do not have a place for a tower, but do have a lot of drawers, and work surface.
"We have also addressed laptops in larger executive groups by offering a credenza with a laptop keyboard."
Hooker's new home office offerings for April include the Preston Ridge executive home office collection, a new value-priced modular collection called Brookhaven, and Metropolitan View, a transitional lifestyle collection designed to appeal to younger consumers.
Preston Ridge is part of a complete case goods collection in a distinctive black rub-through finish with a contrasting cherry finish on tops, door and drawer fronts. The collection includes executive desks in wood parquetry or leather top, leg desk in parquetry top, computer credenza and hutch and a two-piece shaped bookcase.
One standout piece in the Brookhaven collection is a wedge desk and computer cabinet. The desk is angled, giving a 34-inch work surface on the left, and a 24-inch work surface on the right. The left side of the desk has a file drawer and two box drawers. A wide angled keyboard with new laptop-friendly power bar providing access to electrical, phone, high-speed data and USB outlets rounds out its features.
Metropolitan View is an eclectic mixture of smaller computer credenzas and desks, bookcases, etageres, a larger desk, lateral files and chairs. Of particular interest is a multi-purpose architect's desk at 37½-inch height that allows the user to stand and work or sit in a taller chair. This desk may have a special appeal to consumers with back problems who find working while standing more comfortable and productive.
Home office now demands as much design emphasis as bedroom and dining room furniture, according to Kelly Cain, vice president and product manager for Stanley Collections. He notes that in model homes the home office is moving to the more public areas, sometimes in the form of a designated home office or in great rooms.
Stanley's Barbados collection, inspired by British Colonial furniture, has 13 home office pieces made of mahogany veneer in a deep, dark finish with golden undertones. Rope- twist carved posts, fluted pilasters and shell motifs add to the sense of history. An executive-size leg desk features substantial turned legs and a decorative top inset with aged leather and a mahogany border. A decorative desk boasts rope-twist posts and overlay moldings.
Barbados also has a Campaign writing desk with a clock and authentic inset brass hardware and a Campaign secretary chest with countersunk brass corners, a pull-down writing surface and a lateral file drawer.
Midnight Sun, a sleek, linear 10-piece home office collection, features architectural oak dressed in a light camel finish. Designed for smaller living spaces, the collection has a signature architectural executive desk with a border of cantilevered shelves. The desk was the big hit at premarket, according to Cain. There is also an oval writing desk with floating cantilevered shelves and a unique hinged drawer that swings open.
The Galway Bay collection, with 11 home office pieces, features pine liberally distressed with heavy rasping and burnishing, which add to the character of its weathered, antiqued finish. Three desks, including an executive desk, a storage desk and a decorative writing desk, anchor the collection. Other pieces are a dramatic library bookcase wall with a carved shell motif and a computer credenza and hutch.
"In home office, it's back to the future with a desk, credenza, deck, bookcase and file grouping taking center stage," said Rob Sligh, chairman and CEO of Sligh Furniture. "Transitional and contemporary furniture styling naturally complements the technology. As consumers choose home furnishings for their homes with cleaner lines, those home office and entertainment categories are growing."
The company's 125th Anniversary collection features a home office pedestal desk, computer credenza and leg desk. The pedestal desk has a wood-framed, dark-brown bonded leather top accented with blind tooling. Each pedestal includes two box drawers and a file drawer. The top right-hand box drawer includes a removable, tooled leather writing surface.
The computer credenza includes lockable, hinged pedestal doors that simulate a three-drawer appearance. The center drawer flips down to accommodate most computer keyboards. Finally, there is a surge suppressor with five electrical outlets, two phone cords and a remote on/off switch. The clean-styled serpentine leg desk's features include canted pedestal corners with a framed inset, hand-carved ball-and-claw legs and wood-framed, bonded leather top.
Legends Furniture is expanding its popular Napa collection into home office with a grouping of executive office pieces.
The company also is offering the Seaport home office collection. Key features include a universal hutch that works on either side of the desk and return, the credenza and the executive computer desk; lots of hidden storage, reminiscent of the original old postal rolltop desks; and creative internal lighting, unique glass barrister-type doors and a data port for laptop integration.
"I see home office sales moving toward better goods and away from low-end promotional price points," said Pat Bahil, president of Home Styles. The company is introducing a multi-piece group at the April market based on customer requests for solid-wood home office furniture.
In ready-to-assemble, Bush Inds. is launching its all-new Sonoma collection with tapered legs, decorative edge profiles and mocha cherry wood veneer. Pieces include a writing desk with matching mobile file and bookcase.
Bush also is aiming to build on the success of its Series A and C modular office furniture by adding new colors and pieces. A new merchandising kiosk has been developed to assist in the purchase process and increase sales.
Sauder Woodworking will introduce its Beginnings collection designed to maximize value for consumers. The home office and storage pieces in this grouping are available in several finishes that can mix and match with any décor.
Designed to reach a wide customer base, Sauder's new Laurel Inn collection offers home office and entertainment items for transitional settings. In new Sylvia Oak finishes, this collection has substantial proportions for hardware and tops, moldings and bases. Door construction is frame and panel, and the hardware features an arts and crafts style.
Home office styling this market runs the gamut from traditional, dark and distressed looks to sleek, light and contemporary. Stanley's desk with cantilevered shelves offers a distinctly up-to-date feel.
Some manufacturers are stressing space-saving designs for smaller living spaces like urban lofts or apartments in addition to large executive pieces.
