Universal eyes younger set
By Susan M. Andrews -- Furniture Today, October 3, 2005
High Point — Aiming squarely at young consumers and higher volume, Universal Furniture is launching at the October market a modern, urban-inspired line of fabric upholstery called Loft.
It targets a $799 starting retail price point, about $200 below the company's two-year-old fabric upholstery line. Like that line, the new program will ship container-direct from China within 30 days of order.
"We know the time is right to add the Loft collection, which is aimed at a younger consumer — from 25 to 40 — who is furnishing a first home, apartment or town-house," said Roy Calcagne, senior vice president of Universal's upholstery division.
Each of six Loft groups — Midtown, Parisian, Contour, Manhattan, Avanti and Eclipse — include four SKUS — sofa, loveseat, chair and ottoman — and sometimes a chaise. Styles tie in with some of Universal's occasional tables and case goods.
Calcagne describes the Loft collection as "more contemporary — transitional to modern — than our line has been. The collection will feature true eight-way hand-tied springs, down-blend cushions, fitted arm covers and cushion tie-downs, as well as coordinating toss pillows with the same down-blend fill, and interlocking hardwood plywood frames."
Loft sofas will be midsized at 85 to 89 inches, with a simplified selection of body cloth and accent fabrics. One cover story features a textured velvet construction in a solid henna shade with pillows in a midscale paisley pattern. The group also will be available with the paisley used for the body and the solid for the pillows.
Universal's upholstery program has been focused on the $999 to $1,499 retail segment, with standard features including Leggett & Platt drop-in coil systems, Pacific Coast down-blend cushions, cushion tie-downs and arm covers. That higher-end line, featuring upscale details, is doing very well, according to Calcagne.
"We continue to keep fashion and quality in the forefront," he said, adding that because Universal is a vertical operation, "we have total control of the process."
"The great thing about container direct is that 100 feet after an item comes off the line, it's in the container and isn't touched again until the customer opens the container," Calcagne said. "We use cloth bags, cardboard corner protection, cardboard trays, eight-millimeter shrink wrap, foam under the ends and specially fabricated boxes to prevent damage."
Loft will offer lifetime warranties on frames, five-year warranties on springs and three-year warranties on cushions.
Fabrics, sourced in China, include microdenier polyester, velvets, contemporary jacquards and silk-like plains. Color and sophisticated contemporary patterns will be emphasized.
Among the initial colorways are a deep aubergine, slate blue with cocoa, a brassy shade of green and a warm squash.
Styling elements include track arms, nailhead trim, brass ferrules, center legs and channel-quilted seat cushions.
Loft is set to ship in December.
