Exhibitors set for active market
Compiled by Gerri Hunt -- Furniture Today, February 21, 2006
At The Market — Tupelo always has been a meaningful market for Davis International. And it's not just because owner Lynn Davis was involved in starting the market before he launched the Mississippi-based upholstery and case goods manufacturer bearing his name.
"Companies don't just introduce items in High Point anymore," said Ted Jarnagin, a Davis team leader. "The Tupelo show is well attended by good dealers who may not go to any other shows. That makes it a great regional market, and the fact that many Top 100 retailers also attend looking for deals is an added bonus."
Davis, naturally, is rolling out a lot of new product here, including additions to a full line of occasional tables it introduced in October. The company also revamped its upholstery line in October, and is bringing the second wave to Tupelo. And Davis is exhibiting new bedroom furniture here.
Thomas "Chopper" Russo, vice president of Union City Imports, said the Tupelo market is one of the most cost-effective shows he attends, based on the amount of orders he writes compared to the cost of exhibiting.
He expects this market to be even better than usual, since the company has been integrating components and items from China into its line. Union City is known for its quality items at medium and upper prices, he said, but now it can offer the look people expect with some sharper price points.
Along with some new upholstery pieces, Union City has a market special on a room package. For those buying a sofa, loveseat, chair and occasional tables, the company will throw in a pair of lamps, mirror and console.
Affordable Mfg. is taking part in the Tupelo Only Special program, said co-owner Jim Sneed. The upholstery company is showing a frame that debuted in High Point, plus a brand new silhouette. Both pieces are contemporary and offer new covers.
"We have very promotional furniture," Sneed said. "We know what we do and, like Wal-Mart, we have low prices every day. Our marketing and merchandising is the same, day in and day out."
But Affordable doesn't seem to need a revamping of its marketing or merchandising. The company's goal in its first year of business last year was $12 million to $14 million in volume. Actual year-end figures are expected to be about twice as much, Sneed said.
He said he and his partner, Terry Austin, have the loyalty of former customers to thank for the great numbers — which they hope will increase to $35 million to $40 million this year — and they expect to pick up some new customers at this market.
Style Line Furniture is adding about 10 new frames to its lineup here, said Harvey Bailey, vice president of sales and merchandising.
"We use Tupelo as a catapult and make a big push here," he said, noting that introductions include three or four contemporary sectionals in the $999 to $1,399 retail range, three contemporary sofas and some transitional and traditional frames from $599 to $799.
"We're pretty excited about them," he said. "We have some nice looks. We're trying to do a good job and get them over-covered."
Style Line "had a good last quarter," said Bailey. "Since the October show, we've put on three or four new Top 100 accounts. We're just chugging along, and we can't complain."
This market also is important to full-line importer AICO, which is showing here in a 40,000-square-foot space, just 20% smaller than its High Point showroom.
"Tupelo has a wonderful clientele that heretofore hasn't come to High Point and Las Vegas," said President Larry Rinaldi. "There are so many buyers and so many merchandisers that can't make all the markets, and we feel like this is a very viable market and a comfortable market to work, too."
AICO's assortment here features some of the same product it introduced in Las Vegas, including bedroom, dining room, home entertainment, home office and upholstery. Its array of fireplaces and bars are also on display.
"We are trying to give each market a strong meaning, and show our very best because our clients need to be constantly updated," Rinaldi said, adding that AICO's showroom presentations are designed to encourage dealers to raise the bar on their own floors.
Pulaski Furniture is showing some new curio cabinets and accent items here. Its Tupelo presentation also includes some bedrooms first seen at Las Vegas and product introduced at the October market in High Point.
"Tupelo is an important market for Pulaski because we see customers here we don't see at other markets," said Regional Sales Manager Janet McPeake. "We get to spend more quality time with them. It's a more relaxed atmosphere."
Seville Mfg. is taking another approach. "We're going to get down on our hands and knees and beg for business and make all kinds of deals — like we did in August," said President John Hedges.
He said Seville is offering sofas for $181 and $199 wholesale, "stuff we probably should be getting $20 or $30 more for. But we're going to do business some way."
And while some upholstered furniture manufacturers scramble for business, others are ready to reap the rewards of the tax return season that typically bumps up sales of promotional seating.
"We benefit greatly from the tax refunds," said Brian Akchin, president of Fraenkel Co. "Our first quarter is always our strongest quarter of the year. We anticipate up through early April being extremely busy."
Because its Baton Rouge, La., factory is in a region devastated by Hurricane Katrina, the company also is getting a boost from people refurnishing their homes, he said.
"Fraenkel's business for the last quarter of 2005 was incredible, both from an upholstery and a mattress standpoint," according to Akchin. "We sold an awful lot of upholstery. In fact, we could have sold a lot more upholstery, but foam issues hurt our business for a while. It's a short-term hurt because eventually they're going to buy it anyhow."
Fraenkel, which has an upholstery-making arm, Hillcraft, is partnering with several smaller factories this market and will consolidate their products for a quick-ship program, with delivery in three weeks or less.
Akchin said the partnerships are allowing Fraenkel to expand beyond its core $599 retail price point for a sofa and add pieces from $499 to $799. "We can give retailers a small quantity with quick shipment at a competitive price."
Andy Faulk, general manager at case goods importer River Forks, said his company is showing three bedroom groups here first seen in High Point. They include Malibu, a West Indies style group made from mindi solids and veneers, including a sleigh bed and a four-poster. Another is an 18th-century mahogany bedroom that also has four-poster and sleigh bed versions.
"It's not very ornate," Faulk said. "There's a big demand for that look."
River Forks also is showing a new sleigh bed that is part of the Manchester group it launched here in August. Other new items include occasional pieces of mindi veneers in a book-match pattern.
Faulk said Tupelo is important to his Alabama-based company because many of its Southeastern accounts shop the show. It ships to customers in that area on its own trucks, in one to two weeks.
Although retail has been spotty in recent months, business has been booming at upholstery producer Franklin, according to Chuck Tidwell, vice president of merchandising and product development.
"We've been running overtime at our plant since the first week of December, and we're planning to continue overtime at least through the end of March," Tidwell said. He said the company's motion sofa and sectional business appears to be growing the fastest, but there also has been good growth in recliners and stationary upholstery.
"Our business outlook looks good for the rest of the year," said Tidwell.
| Acknowledgements | ||
| Staff Writer Jeff Linville, Senior Editor Gary Evans, Associate Editor Tom Russell and Business Editor Larry Thomas contributed to this story. | ||
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