Casual dining resources enjoying the 'high' life
By Michael J. Knell -- Furniture Today, April 10, 2005
High Point — Casual dining, perhaps the most fashion-forward case goods category, will be busy this market as sources bring out a wave of new product aimed at bringing life to what many executives describe as a lackluster retail environment.
"It's been very interesting. Even though we've been making our numbers, we're hearing a lot of buzz from our dealers that it's soft out there," said Susan Catchman, product manager for Chromcraft.
"The climate right now is very rough for a lot of people," said Corrinne Mintz, director of corporate affairs and marketing for Reflections Furniture.
"It's tough out there," said Jean Deveault, executive vice president of category powerhouse Canadel. "I expect that everyone is fighting for business."
When times get tough, tough buyers go looking for new product, demonstrating little patience for anything other than sure winners while quickly putting down any dogs they've got on their floors.
This market, many retailers will be shopping for "high" dining — either counter height or pub height. This isn't to say standard height will be ignored; it just won't be emphasized.
"High dining has come on strong as a category within casual dining," Catchman said, adding it is a focal point in Chromcraft's showroom this market.
"The biggest trend this market will be the friendship bistro sets with the counter-height tables and chairs," said Mintz of Reflections.
"We finished last year 18% ahead, largely due to the new counter-height sets we've been offering for the past few markets," said Dan Angus, senior vice president of sales and marketing for Ligo Products.
The sheer volume of casual dining introductions taking place this market may cause buyers to think it's Christmas in April.
In addition to new groups, manufacturers also are offering new colors, finishes and fabrics. For example, Bermex is adding 16 colors and finishes and 42 fabrics from the Robert Allen collection to its line, in addition to the three new groups being rolled out.
Meanwhile, Saloom is adding 200 dining table options to its line, including a new "urban" leg, 60-inch-round tops and a variety of new shapes and sizes.
Ligo is introducing 24 new dining sets, "which is by far our biggest introduction ever," Angus said. "The reason is simple: We need to stay ahead of the casual dining business. Others have seen our success and brought out 'like' items of their own. So if we are to keep moving forward and grow our distribution, we need to stay fresh."
As part of the trend toward high dining, producers also are showing broader selections of bar and kitchen stools to accompany interest in islands.
"We're seeing more and more mating barstools for counters and kitchen islands," said Daniel Walker, president of Bermex. "In fact, we've tripled our sales in barstools and kitchen islands over the past year and a half, which is why we now have a matching barstool for just about every chair we manufacture."
Chromcraft's Catchman believes consumers' interest in high dining is being driven by a movement towards creating a "hearth room" in the home. This room, which almost always has a fireplace, is off the kitchen with space not just for dining but for living and entertaining.
Pulling it together
Furnishing this room requires pulling together product from a variety of categories, including dining.
To reach this consumer, Chromcraft is introducing four dining collections with both regular and 36-inch-high tables, as well as islands in one of four styles — urban contemporary, cottage, country French and casual contemporary. These groups will be supported by upholstery, and occasional and entertainment pieces.
"While thinking about what the 'hearth room' would be about, the first natural progression was to occasional and the next step would be upholstery and entertainment," Catchman said. This market, Chromcraft will debut five domestically made stationary upholstery groups, four in fabric, one in leather.
The deflation that has hit the casual dining category hard during the past few years may be starting to subside, as importers begin to offer more customization and better-quality goods.
"Price points have gone up for Ligo," Angus said. "We are introducing sets that retail from $399 to $1,499, a bit higher than we normally go. We are also bringing more variety to our offerings. We have been known as a solid-wood vendor, but we've begun to add fancy veneers and glass to our assortment."
A number of domestic producers also have added imported products to their lines to protect price points at the promotional level. Catchman said it's no longer feasible for many factories to rely just on lines they can make themselves.
"But we have to be careful about what we make here and what we bring in from overseas."
While many casual dining executives believe that attendance should be fairly strong this market, they're concerned that buyers may be tempted to save some of their open-to-buy for the first-ever Las Vegas market this July.
"They all want to go to Vegas, at least the first time," Canadel's Deveault said.
In response, some sources said they plan to offer some sharp deals at this market to keep those open-to-buy dollars in High Point.
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Casual dining resources enjoying the 'high' life
Apr 13, 2005
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