Occasional players aim to build on July buzz
By Jeff Linville -- Furniture Today, January 29, 2006
Las Vegas — Resources are rolling into market with new occasional furniture offerings, hoping to build on the buzz created by the first Las Vegas show six months ago.
Several companies, including Pulaski and Jofran, believe the second show will be even better attended than the inaugural event in July.
Word has gotten around about the energy evident here in July, said Bob Ray, Jofran CEO. He expected strong attendance from West Coast retailers, but was very pleased with the national majors who came.
Most of the retailers who were at the first market will return, and many who didn't go will wonder what they missed, said David Corbin, Pulaski's director of marketing. Also, the weather will be less of a factor in January than the July heat.
Reaching all these buyers means using many different approaches, he said. Pulaski is co-sponsoring Furniture/Today's kickoff party and running ads about its new product. The company printed market invitations and sent them to its sales representatives over the holidays. The reps personally addressed the cards and sent them to retailers. The company also sent out press kits and invitations to trade and shelter publications.
Once buyers are in the showroom, companies obviously must have something to hold their attention — and stimulate order-writing. For Pulaski, that means new finishes on 2005 introductions Royale and Terracina, and new picture-frame curios.
"Home accent furniture is an exploding product category at Pulaski," said Jim Kelly, executive vice president of marketing and product development.
Howard Miller expects the excitement from its October venture into a new category to carry over here. The new Wine & Spirits collection featured more than 25 beverage cabinets and bars.
"Our dealers view our new Wine & Spirits furniture collection as a fresh, vibrant solution to the fastest-growing category of furniture today, a category that will drive consumers to their store with products they don't see everywhere," said Bob LeHocky, vice president of sales.
"This collection also changes the way dealers are presenting the category," he added. "We received commitments from an overwhelming majority of retailers who visited the showroom at High Point. They purchased not one or two, but six or more."
Ultimate Accents mailed out its new catalog earlier this month to generate interest in new and continuing products, said President Gail Steele, adding that about 50 items will be new here.
The company feels fortunate to have a World Market Center showroom at a 10th floor corner where people can see its display windows coming from either walkway. The occasional importer is sharing a space with casual dining and entertainment importer APA Marketing.
At the first Las Vegas show, Good Cos. filled its space mostly with products from overseas. This time, the focus is on the promotional line from its Tijuana, Mexico, factory. Good isn't backing away from imports, but it sells more from its North American line, said Darrell Verdeck, executive vice president of sales.
A veteran of both High Point and San Francisco, Good Cos. wrote orders in July with retailers that had never been in one of its showrooms before, Verdeck said.
While Good Cos. is focusing on its promotional line, Coaster Corp. of America and Emerald Home Furnishings are going the other way.
Coaster is bringing out more styles with a better look, said Toby Konetzny, occasional product manager. Rather than bargain-priced three-table packs, the importer is featuring cocktails designed to accompany sectionals, tables that offer functionality, and carvings and finishes that take advantage of what its source factories do best.
At the April High Point market, Coaster offered many pieces in casual contemporary looks, but now the pendulum is swinging back to more traditional designs. Carvings and other labor-intensive work provide more perceived value, Konetzny said.
Tim Lott, Emerald Home's national sales manager, said, "We believe the consumer is looking for better-quality occasional table products. While there are still three-packs available at retail for less than $100, a more sophisticated buyer is out in the market. With the fantastic finishing that is being imported today, the customer will get a great look and know that the product has function and style, yet still (is) a value."
Flexsteel is known for its upholstery, but also is emphasizing its coordinating occasional tables here. The company brought out a conversation sofa at the October market with ends that angle at 45 degrees, and at this show has a new cocktail table with ends that slant to match the sofa, said Chip Piekenbrock, director of retail development and supervisor for wood products.
Peters-Revington is bringing out two new table groups in contemporary styling, a new look for the company, said Bruce Bergen, vice president of marketing.
Intrigue has rift-cut oak in a chocolate finish, while Wynwood has cherry veneers and an espresso finish. Weston offers occasional and an entertainment wall in rift-cut oak and a toast finish.
The company is showing with fellow Chromcraft Revington divisions Chromcraft, Sumter Cabinet and Cochrane.
Kathy Ireland Home by Standard is showing 15 new occasional tables in styles that range from elegant to European to contemporary. Most of the showroom will feature new product.
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Occasional players aim to build on July buzz
Jan 30, 2006
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