Motion buyers respond to fresh round of product
By Larry Thomas -- Furniture Today, April 28, 2006
At The Market — Spurred by an array of new fabrics and an aggressive cycle of product introductions, buyers are making significant commitments and even placing some orders here with producers of recliners and motion furniture.
Producers said retail business appears to be spotty, at best, so dealers are more willing to try fresh styles and new products on their floor.
Price is still a major driver, but producers said value is just as important, particularly at the hot retail price points of $399 to $599 for recliners, and $699 to $899 for motion sofas.
At market, many producers are trying to demonstrate value through the use of non-suede fabric covers and better-quality leathers, while others are using improved seating comfort and stronger construction materials to drive business.
"If you exceed the consumer's expectations at any price point, you've sold them," said Chuck Tidwell, vice president of merchandising and product development at Franklin.
Tidwell and other executives said product introductions generally have been well received, and said dealers seemed eager to get new items onto their floors in hopes of boosting business.
"We had a great response to our new products. We look a lot different than we did at the last market," said Greg Sicard, sales manager at Best Home Furnishings. "Dealers are very interested in what we're doing."
Best, which unveiled a remodeled showroom as well as an array of new products, said traffic was especially strong Tuesday and Wednesday, when the company landed numerous product placements from key dealers.
Most executives reported good traffic Tuesday, Wednesday and Thursday, but said it had dropped off noticeably by Friday.
"The majors are all here in force," said Don Hunter, senior vice president of major accounts at Catnapper. "We've had a steady stream of them since Monday."
Catnapper is one of several producers showing products covered with velvet, which appears to be making a comeback. In Catnapper's case, a woven velvet cover is drawing high praise, while rival Berkline is reporting success with a padded velvet made of 100% polyester that's available on several new recliners.
Among other fabric cover options, producers say faux suede remains very popular, particularly versions with embossing or some other type of texture, while a variety of polyester fabrics with texture also are garnering considerable attention.
On the recliner front, category sales leader La-Z-Boy reported success with a new line of motorized lift chairs that hide the motor and other working parts, and Flexsteel got good response to several stylish new high-leg recliners.
"We just continue to add these to our line because it's a great category," said Mark Hedden, Flexsteel's merchandise manager for motion furniture and recliners.
At Lane, attention is focused on a new recliner collection called My Abode, which features small-scale chairs in vibrant colors targeted to consumers under 40.
The new collection features its own logo and point-of-purchase materials so it can be merchandised in a mini-gallery presentation, said Kelly Chenault, assistant merchandise manager for upholstery.
"This is a segment of the market we haven't addressed in the past," said Chenault.
"We've had great success at market so far."
Berkline also is reporting success with its new LS, for Luxury Series, recliners. The new models start at $499 retail in fabric and $699 in leather and vinyl, and are available in a half-dozen different mechanism options.
"In terms of value, our dealers just love this," said Kevin Armstrong, director of reclining chairs. "We've had a great response to this concept."
On the motion furniture front, sectionals appear to be a big hit this market, particularly those with features such as arm storage units and drop-down tables.
"Sectionals are a big item for us," said Sheldon Lubin, president of El Ran. "Everybody who comes in seems to buy them."
Others reporting success with sectionals include PeopLoungers, Catnapper, Franklin and Lane.
"Our motion business has been outstanding," said Gentry Long, Lane's vice president of recliners and motion. "We're focusing on leather at this market ... and trying some aggressive pricing."
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Motion buyers respond to fresh round of product
Apr 29, 2006 -
Motion buyers respond to fresh styles, new features
May 21, 2006
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