New curios appeal to modern customers
Broad variety of styles available
By Heath E. Combs -- Furniture Today, July 27, 2009
In this story:
FAST FACT
HIGH POINT — It's not your grandmother's curio cabinet.
Curio suppliers report that they're updating the category to house a new generation of knick-knacks and collectibles on shelves rather than just the fine china handed down from generation to generation.
And curio customers have a broad variety of products to choose from these days.
Ryan Fitzpatrick, accent buyer for online retailer CSN Stores, whose site www.allcurioscabinets.com offers 300 curios, said that one of the company's strengths is the wide range of shapes and styles it can offer.
That kind of selection is tough to find in a traditional brick-and-mortar store, he said.
 Philip Reinisch Co. |
While many think of the curio as a very traditional piece of furniture designed for an older audience, new finishes and designs are widening the appeal with younger, more contemporary-minded customers, Fitzpatrick said.
New designs also feature smaller scaling that is more accommodating to compact spaces, helping merchants target a younger audience that may not have much room to work with, he said.
That's helped make corner curios strong sellers, Fitzpatrick said. In addition, he said pastels, light blues and light greens are popular with today's online consumers.
Consumers' tendency to stay in their current homes rather than moving also may be contributing to curio sales, Fitzpatrick said.
“People aren't moving, they're not relocating yet and they want to buy a quality piece of furniture they can have the rest of their lives,” he said. “We think that's part of the success of this category.”
CSN's key price range for curios ranges from $800 to $1,000 retail, Fitzpatrick said.
What's hot: Philip Reinisch Co.'s Panorama corner display cabinet in Sand Shell White, part of its ColorTime program.
Key features: The cabinet features hardwood solids, halogen lights, a 23-step finish, five color options and a reversible back panel. Color options include Sand Shell White, Cerulean Blue, Chili Pepper Red, Pirate Black and Fern Green.
 Buhler Furniture |
Why it's selling: New color choices have helped Philip Reinisch revive its curio business. This piece's smaller scaling (76 by 37 by 24 inches) also has increased its appeal. To help reposition the pieces in the market, Philip Reinisch is calling such items display cabinets instead of curios, said David Urbanick, vice president of merchandise and marketing. “That's a key concept I share with my sales force. We want them to change the vernacular and differentiate the curio from the display cabinet. The curio is still a core business, but we've reinvented this (category).”
The cabinets also merchandise well with the company's casual dining, he said.
“I rarely sell a casual dining set without selling the display cabinet that goes with it. The weakness with casual dining is vertical cabinetry. It's usually under-styled and overpriced,” Urbanick said.
Retail price point: $875 on www.allcuriocabinets.com.
What's hot: Selena single-door collector cabinet from Buhler Furniture.
Key features: The cabinet features solid maple on the frames and maple veneer on the top and bottom. The piece also has a 40-watt light, an internal on-off switch and satin nickel hardware. The back features recessed mahogany.
Why it's selling: While corner curio cabinets are still the company's most popular configuration, new models like this one are gaining popularity with consumers looking for space-efficient storage solutions for different rooms in their homes, said Guy Hodgins, vice president of sales and marketing for Buhler. “Transitional and contemporary cabinet styles are also dominating our sales this year, as consumers move to more clean lines in their decorating,” Hodgins said. “People are collecting all kinds of things today, from Barbie dolls to sports memorabilia, and they all need trendy cabinets to display them.”
Retail price point: $449
What's hot: The corner lighted curio from Southern Enterprises Inc.
Key features: This piece features lighted mirrors to enhance the depth of items displayed, an oak or mahogany finish and three adjustable shelves.
Why it's selling: The unit has been in SEI's line since mid-2005 and has continued to sell well. This curio's simple traditional styling has wide appeal, and it offers features such as adjustable shelving, mirrors and lighting found in more expensive curios. “We think it sells well due to its high perceived value,” said Collette Faulkner, spokeswoman.
 Southern Enterprises Inc. |
Retail price point: The unit is sold by major online retailers and mail-order catalogs for $299 to $399, Faulkner said.
FAST FACT
In 2008, consumers spent $1.4 billion on curios, accounting for 2% of the total furniture and bedding market.
For more insights, visit Just the Stats at http://www.researchtodayonline.com/data/FTResearchPage/ResearchPage.htm
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