Motion makers get aggressive with intros
By Larry Thomas -- Furniture Today, April 25, 2005
High Point — Striving to help retailers drive more consumers into their stores, producers of motion furniture and recliners are coming to market with an unusually heavy round of product introductions and promotional tools.
Producers say the aggressive product moves are necessary to keep business humming along at the reasonably brisk pace they have enjoyed since late last year.
"I wouldn't say our dealers are bragging about their business, but I think most of them are content," said Keith Jackson, vice president of sales and merchandising at Catnapper. "Our business has been very good."
Jackson and other execs say microfiber and leather covers continue to lead the parade, with suedes poised for yet another spike because of innovative applications that give the fabric a textured feel.
"The textured microfiber was the hottest thing at premarket," said Luanna Davis, senior vice president of merchandising and product development at Douglas. "We think it's going to do very well for us."
Davis said the textured fabrics retain the durability and cleanability that always have helped microfiber covers sell well, but also have a much softer hand than traditional microfibers.
Leather, meanwhile, remains strong, especially at promotional and medium price points. When paired with matching vinyl in hidden areas such as the backs of chairs and sofas, items with leather covers can hit retail price points that are virtually the same as all but the least expensive fabric covers.
"We've been having phenomenal success with some of our leather motion groups," said Paula Hoyas, director of upholstery merchandising at La-Z-Boy.
La-Z-Boy, the recliner category sales leader, is one of several producers that will have a bevy of new products in their showrooms. Most of the new entries are at promotional and medium price points, with emphasis on $399 to $599 for recliners and $799 to $999 for motion sofas.
Motion sectionals, meanwhile, are enjoying a bit of a comeback, with several new items at $1,499 to $1,999.
"We've always been known for our sectionals, so we're targeting middle America with a $1,499 (motion) sectional," said Jerry Marlin, executive vice president at Peop-Loungers. "It's going to get placed very well."
Producers with major recliner introductions at market include La-Z-Boy, Berkline, Catnapper, Franklin and Flexsteel. Major motion seating rollouts can be found at Lane, El Ran and Palliser, among others, while at least two companies — Sharut and Broyhill — are making their debuts in the motion category.
The upper end of the market isn't being ignored. Ekornes is expanding its Stressless sofa line and Bassett is adding a recliner to its John Elway Home Collection.
Recliner producers are placing increased emphasis on comfort and value, which means that buyers probably will see fewer small-scale chairs than at past markets. Producers say the larger chairs are not only more comfortable, but offer more value to consumers and potentially higher margins for dealers.
"Dealers are looking for a way to provide more value ... and the larger recliners are a way to step up the consumer," said Catnapper's Jackson.
Mark Hedden, merchandise manager for recliners at Flexsteel, said the value story makes an ideal ad hook.
"We all know that recliners are the most advertised products in the store, other than mattresses, for creating store traffic," said Hedden, whose company is rolling out eight new recliners and emphasizing the $499 and $599 price points.
Berkline is focusing on similar price points with its new recliner lineup, but also is stressing comfort by using a new seating system called C-Max. Kevin Armstrong, director of reclining chairs, said the new seat features two layers of foam that create an ultra-soft cushion.
He said the company tested the new seat in one recliner model at the October market, and sales "took off like a rocket." As a result, it's being implemented throughout the recliner line.
Franklin, meanwhile, is emphasizing recliners with fabric covers at $399 and leather/vinyl covers at $499.
"Our business has been great. (The factory) has been in overtime since last August," said Chuck Tidwell, Franklin's product manager.
Other major recliner introductions are coming from Lane, which has five new models at $399 to $899, and Best Home Furnishings, which is unveiling two recliners that match motion sofas.
Major motion furniture introductions can be seen at El Ran, which has four new motion groups in its showroom, and Leather Italia, which has five seating groups targeting the $999 retail price point.
In addition, Catnapper has a new sectional with three reclining seats at $1,999, while Lane's new motion offerings include a contemporary model that is available as a motion sofa or console loveseat. Each unit will retail for about $1,099 in a leather/vinyl cover.
On the glider rocker front, Brooks is rolling out an import program, while Best, Newport Gliders and category sales leader Dutailier have two new models each.
The Dutailier models, which are being added to the upper-end Avant Glide collection, retail for $899 to $1,099.
