Gliders on the move
Sources work hard to freshen product with updated mechanisms, cushioning and styles
By Larry Thomas -- Furniture Today, June 20, 2005
High Point — Despite intense competition in a market that has shown only modest growth in recent years, glider rocker manufacturers remain upbeat as they look for ways to capture additional retail floor space.
Producers say the product is likely to remain price-sensitive for the foreseeable future, so they must distinguish themselves with styling and comfort features that keep their products out of the commodity realm.
That means developing new mechanisms, upgrading cushions and offering styles that don't mimic the traditional designs that have long been a staple of the category.
"Our surveys show that interest ... has increased significantly," said Dominique Godbout, vice president of marketing and sales at Dutailier, North America's biggest glider rocker manufacturer. "More households are interested in purchasing a glider."
Godbout and other executives, however, acknowledged that business hasn't been easy of late.
"Our glider business was flat last year ... and we were pretty happy with that," admitted Brian Lange, president of Best Home Furnishings. "It's a challenge to continually come up with new designs."
But it's those new designs that often spark dealer, and subsequently, consumer interest.
New style directions
That point was driven home to Brooks at the April market, when the company rolled out a collection of wood glider rockers featuring elements of transitional and contemporary styling.
"We were very, very happy with the results," said Gene Gathagan, vice president of sales. "The look is so different, compared with what you find in the typical glider rocker."
Despite the costs associated with developing the new collection, Brooks was able to hold retail price points on most models to $299 to $399 — where the bulk of glider rocker sales are made.
In order to keep price points at those levels, a number of companies have resorted to importing the product from China and other Pacific Rim countries. That strategy severely limits the consumer's cover choices, but producers say that isn't a major issue for shoppers looking to buy at those prices.
"Our business is very good right now," said David Schreib-feder, vice president of sales and marketing at Holland House, which also imports bedroom and dining room. "We picked up quite a few container dealers at the last (High Point) market."
Godbout said Dutailier is content to "let the other guys battle it out at the lower price points," while focusing its efforts on upper-end models such as its Avant Glide collection of metal gliders. Some Avant Glide models retail for more than $1,000.
"We think we are good at innovation and adding value," he said. "And we have not lost volume at the value-added price points."
Another upper-end producer, Newport Gliders, has had success with several fully upholstered models. The extra upholstery hides the mechanism and gives it the look of a regular upholstered chair.
"And they are a little smaller than a regular recliner," noted Newport President Larry Daign-eault. "I think that's what people like about them."
New players
And despite the spirited competition, the category has had two newcomers in recent months. Interestingly, both companies have executives who used to work with Relax-R, a Canadian specialty chair producer that ceased operations last year.
One of the new entrants is Mac Motion Chairs, which is owned by former Relax-R executive Butch McCracken. The other is Pel International, a 12-year-old Canadian company that hopes to dramatically increase its presence in the U.S. market.
"We're focusing on quality gliders with a fully upholstered look," said Derek Paterson, Pel's vice president of sales. "The imports are taking all that lower-end stuff."
Paterson, who held a similar post at Relax-R, said Pel is targeting retail price points of $699 to $899.
"There is still a lot of optimism," he said. "We're in a good position to grow our business."
McCracken said his new company is warehousing its product at two U.S. locations for small- and medium-sized retailers, but is arranging container shipments directly to larger dealers.
"Our placements are really good ... and we're already seeing some re-orders," McCracken said. "We're trying to zero in on the best selling fabric and leather covers, and keep them in stock."
