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Youth furniture enjoying growth spurt

But only the serious are likely to survive in an increasingly crowded arena

By Jane Kitchen -- Furniture Today, December 25, 2005

Making an Asian splash
In search of broad appeal

High Point — Youth furniture continues to see good growth, and 2006 should be no exception. The category remains one of expansion, with large manufacturers like Klaussner entering the arena and recent entrants like Hooker and Legacy Classic growing quickly.

Established players have the advantage of longevity and reputation, but still must be on their toes and constantly looking for ways to differentiate themselves from the competition.

"(Youth) is one of the few opportunities for growth. You can't overlook that," said Earl Wang, vice president of product development for Lea Inds.

Imports are becoming increasingly important in the youth category, with major players like Legacy Classic, which entered the youth market in 2004, and Klaussner, which debuted its youth collections in fall 2005, giving domestic manufacturers a run for their money with their all-import strategies.

"China is our No. 1 competitor," said Glenn Prillaman, senior vice president of Stanley's Young America, which uses a blended sourcing strategy. "It doesn't matter which company you're talking about, they're all getting into youth."

Legacy Classic, which entered youth in 2004, now has 10 youth groups, and its Lacquer Craft factory in China is adding a production line dedicated to youth. While the company has youth offerings in styles across the board, it also offers mainline dealers the ability to mix youth groups with other dining or adult collections from Legacy Classic.

Making an Asian splash

Klaussner made a splash this fall with the debut of its Homeworks youth collection, which includes five youth bedroom groups made in China and Vietnam. Based on that reception, the company plans to introduce another two or three groups in the spring.

"It's not just something we threw out and tried," said Darren York, vice president of merchandising for Klaussner International. "We're really getting into the category."

But because companies like Klaussner are still new in the youth business, the verdict is out on what long-term impact they'll have in the market. Certainly, the category has seen pricing pressure because of the rise of imports, much as other categories have, and the arena is getting crowded.

"I used to think there's always room for one more good (company)," said Wang. "But it seems like everyone has the impression that youth is the hanging fruit and let's go get it. It's crowding the marketplace, but it's forcing us to be better at what we do."

A certain amount of the growth in the youth furniture category can be attributed to consumers buying pieces for second bedrooms, vacation homes or condos, and there are many manufacturers that consider this when entering a category. Taking a proven winner from an adult bedroom and scaling it for youth is an easy way to break into the segment, both for the manufacturer and retailer.

But on the opposite end of that spectrum are the manufacturers who have really stepped out to design collections specifically for kids — bold new looks such as Zocalo's Z Generation, which recently debuted a pink leather bed for "tween" girls; The Powell Co.'s Monster Bedroom group; and Palliser's Fusion collection, a modular concept geared toward teens that features asymmetrical styling elements.

Danny Olivas, marketing director for Zocalo, said the company's pink leather bed sparked a lot of interest at market because it was unique and current, and looked like something a teenager would want in her room.

"It's all about enticing that demographic and then making it appropriate for the parents as well," said Olivas. "What's going to get them to walk over to that area of the store?"

With the explosion of product for tweens and teens in almost every category that has a hint of fashion — from apparel to textiles to plush to school supplies — it's no wonder that teen looks are some of the hottest things going in furniture.

In search of broad appeal

The challenge for manufacturers is to design collections that appeal both to kids' sense of style and parents' practical side. The growth of the all-in-one loft is a prime example. It captures kids' sense of adventure with its fort-like design, while appealing to parents with a space-saving footprint and lots of bang for the buck.

These pieces, like many others in the youth category that are truly aimed at kids, show a better understanding than ever before of how kids live, with emphasis on storage for CDs in the desk area along with large, narrow storage areas that safely hide skateboards or skis. And at this fall's furniture market, several manufacturers keyed on kids' fascination with all things electronic, featuring new collections in snazzy colors reminiscent of iPod minis and with names to match.

Today's youth departments at mainline furniture stores are no longer an afterthought in a back corner, but full-fledged areas with themed vignettes and a full line of accessories. Savvy retailers realize their youth areas must be hip and trendy, and really speak to the kids.

Lea's Wang said that those retailers who make youth more of a destination area are experiencing particularly strong growth. Lea began a program for top-of-bed fashions and Room In A Box accessories this year that helps create that environment. The program is just beginning to hit retail floors.

Other resources like Young America and A.P. Inds. have started in-store gallery programs, helping retailers create a coherent visual display that tells a story and communicates to the consumer with point-of-purchase materials and coordinating accessories.

Being in the youth business means more than just adding some twin beds. It's about understanding the dynamics of what's important to a kid's way of life, whether it's by communicating with them through visual displays, creating fashionable pieces that spark their interest or looking at practical details like where they can store their Xbox 360s.

"There are some people who have gotten into (youth furniture) and quickly gotten out," said Wang. "It's not that easy.... I don't think there's anything easy left in the furniture industry."

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