Las Vegas Market: New wood wins favor
Retailers ready to revamp store floors
Thomas Russell -- Furniture Today, September 16, 2009
AT THE MARKET - Case goods vendors approached this market as an opportunity to reinvigorate the category amidst the economic slump.They say their efforts are striking a chord among retailers ready to revamp their floors with new product and merchandising strategies.
Aspenhome came into this market with an aggressive merchandising strategy. Its Sweet Spot promotion focuses on the most popular prices consumers are willing to pay for bedroom, dining room, home office, home entertainment and occasional furniture.
Its showroom groups some 500 pieces by category. Bedrooms are priced from $1,999 and under, while five-piece informal dining sets are priced from $699 to $999.
Writing desks are from $499 and under, while executive desks are at $999 and under and entertainment consoles are $149 to $499.
"We did a lot of market research to study what's selling," said Jena Hall, executive vice president of merchandising and design for bedroom, dining and occasional. "This is helping them (retailers) see where the value is."
The company also is receiving strong early dealer response to its Other Bedroom concept, which mixes beds and other furniture of varying sizes - for instance, a queen-size bed with a small nightstand. The concept is helping dealers understand how to help consumers outfit small and second bedrooms in their homes and vacation retreats. It also is providing stylish solutions for teens' rooms.
Ashley is having success with what the company says is its largest product introduction in its history. Roughly half of its 383 new SKUS are in bedroom and casual dining.
Casual dining sets will retail from $299 to $499 and domestically made laminate beds are priced at $199 retail.
Dealers liked the style, value and merchandising approach to the categories, which gives them plenty of ways to brighten their floors. Ashley said it is pursued an aggressive market launch with the belief that business is coming back.
"Our position is that people come to market to buy and when people come to market they expect to be wowed," said Kerry Lebensburger, president of sales.
Dealers also continue to respond to functional features offered by companies such as Ashley, Aspenhome, Lexington Home Brands, A.R.T, Broyhill and New Classic Home.
Popular items range from media chests with drop-down drawer fronts to storage beds and dining tables.
New Classic offers media chests with its bedrooms, including its new Tropics collection, a large-scale, island-influenced bedroom priced at $1,499 for a four-piece set, and its new Drayton Hall, a group with some small-scale pieces, including a chest-size storage armoire. A four-piece set retails at $999.
Broyhill is receiving strong response to its new Asian-influenced Perspectives collection, which includes 44 pieces of bedroom, dining room and occasional. Dealers like the storage capacity in a leather panel bed with an angled storage headboard and optional underbed storage unit, and accompanying nesting pier nightstands with task lighting.
-
Case goods come to life
Sep 21, 2009
VIEW ALL GALLERIES
