Stationary: Variety rules
By Gary Evans -- Furniture Today, April 10, 2005
High Point — Stationary upholstery manufacturers have all shapes and sizes of new products and programs to attract retailers at the April market.
Enticements range from celebrity-endorsed collections to quicker-than-a-wink deliveries from factories to the dealer's doorstep. And they'll be here with new versions of what's been selling recently, namely contemporary in several forms, and lots of cleaned-up and value-oriented traditional.
Even though upholstery sales have waxed and waned since the beginning of the year, business has been strong enough that most manufacturers believe retailers will arrive at market with good prospects.
"The most important thing about market is: How was retail business the weekend before market started?" said Tom Jordan, president of upper-end upholstery maker Michael Thomas Furniture, reflecting on buyer psychology.
"That's more important than anything else," he said. "If they had a really big weekend before the market, they'll find the money to buy."
The first quarter produced results that vacillated between strong and week, said Jordan, noting that he expects things to pick up in the immediate future.
"I think more retailers are doing more business now than they were six weeks ago," he said.
Why that's the case, though, is a mystery, Jordan admitted. "This is my 70th-something market, and I don't have a clue."
Despite the fact that conventional wisdom says that retailers will be more excited about how sales were in the days preceding market than they will by new product, manufacturers plan an active slate of introductions.
One enticement will be major collections centered on a big name. Hickory Hill, for instance, plans a large introduction of upholstered pieces tied to actress Jaclyn Smith; hip New York designer Jonathan Adler has a major collection for Rowe; and Southern has licensed a series of upholstery groupings from actress, author, model and TV personality Cristina Ferrare.
And Lane has turned to designer Robert Idol for a big collection of case goods, occasional and upholstery.
Rowe Furniture President Bruce Birnbach said the company's new collection by designer Jonathan Adler "has already stirred up a lot of excitement," and should go a long way in expanding the company's retail base, since it will take the company into a new, higher price point range, above that of its Robin Bruce line.
But there are selling points beyond product.
"I think we're going to continue to harp on the fact that we're doing a lot of things in our business to raise the service level," Birnbach said. "At the end of the day, if we're all offering the same thing, it's who can offer the best service to the customer."
Birnbach added that he thinks it's going to be a "very interesting market this time because of the climate out there. It's very difficult. People are looking and struggling with where they want to be.
"And I know there's a lot of change on the manufacturing side. People are really pushing their gallery stores and getting their brand out there. It will be interesting to see how the retailer responds to this market."
"Retailers are always looking for something new that will excite the consumer," said Tim Bolick, president of midpriced upholstery maker Paladin Furniture.
"We're only three years old, and we have been very fortunate to have the growth during these times that we've had," he said. "One of the things that's helped is that we do a lot of color. We also try to give retailers more than what they think they're paying for."
This market, Bolick said, Paladin is adding "a handle of 30 to 50 performance fabrics on at least five frames, maybe more, all at promotional price points ($799) to try to get some of that entry-level business."
Performance fabrics are "going to be something retailers are looking for," Bolick added. "People are shying away from cotton twills and things like that which aren't protected."
While Paladin is going for the entry-level consumer, La-Z-Boy is going for the upscale fashion-forward customer with a new collection called Inspired Living by La-Z-Boy.
Replacing the American Home collection, the new line will offer top-line options like fringes, cords and tassels. It will include four new frames and four updated frames from American Home in 250 fabric choices.
Offerings include Benjamin, a modern sectional with rolled arms and wedges for different seating arrangements; Elizabeth, skirted with six back pillows; Gracie, a traditional design in a big scale with English saddle arms and six welted pillows; and Annabel, with beaded front rail, shapely arm and welted loose-back pillows.
Pricing will be at the top end of the American Home range, with sofas starting at $1,299 to $1,399 retail. A top-grain leather sectional is $2,299.
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