Motion buyers respond to fresh styles, new features
By Larry Thomas -- Furniture Today, May 22, 2006
High Point — Spurred by an array of new fabrics and an aggressive cycle of product introductions, buyers made significant commitments with producers of recliners and motion furniture at the just-concluded market here.
Exhibitors said retail business appears to be spotty, so dealers were more willing to try fresh styles and new products. Price remained 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 demonstrated value with non-suede fabric covers and better-quality leathers, while others used 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 introductions generally were well received, and said dealers seemed eager to get new items onto their floors in hopes of boosting business.
Greg Sicard, sales manager at Best Home Furnishings, said, "We had a great response to our new products. We looked a lot different than we did at the last market."
"The majors were all here in force," said Don Hunter, senior vice president of major accounts at Catnapper. "We had a steady stream of them beginning Monday," three days before the official opening.
Catnapper was one of several producers showing velvet covers, which appear to be making a comeback. In Catnapper's case, a woven velvet cover drew high praise, while rival Berkline reported success with a padded velvet made of 100% polyester.
Among other fabric cover options, producers said faux suede remained very popular, particularly versions with embossing or some other type of texture, while a variety of textured polyester fabrics also captured 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 had good response to several stylish new high-leg recliners.
At Lane, attention was focused on a new recliner collection called My Abode, which features small-scale chairs in vibrant colors targeted to consumers under 40.
"This is a segment of the market we haven't addressed in the past," said Kelly Chenault, assistant merchandise manager for upholstery.
Berkline reported success with its new LS, for Luxury Series, recliners. The new models start at $499 retail in fabric and $699 in leather/vinyl, and are available in a half-dozen different mechanism options.
"In terms of value, our dealers just loved this," said Kevin Armstrong, director of reclining chairs.
On the motion furniture front, sectionals were 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 came in seemed to buy them."
Others reporting success with sectionals included PeopLoun-gers, Catnapper, Franklin and Lane.
On the glider rocker front, executives with category sales leader Dutailier were thrilled with the reception to its new line of upper-end recliners that use its popular glider mechanism.
"We sold double what we expected," said Dominique Godbout, vice president of marketing and sales.
Dutailier's new chairs retail for about $899 in fabric and $1,099 in leather/vinyl.
Glider rocker major Brooks reported success with a variety of gliders with leather covers retailing for about $299, as well as a large-scale glider at $599.
Gene Gathagan, Brooks' vice president of sales, said the lineup included price decreases averaging 12% on nearly every item.
