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HIGH POINT MARKET: Power reclining mechanisms attract buyers

Devices move motion sofas, recliners

Larry Thomas -- Furniture Today, October 21, 2009

AT THE MARKET — It truly has been a powerful High Point Market for producers of motion furniture and recliners.

And it's not just a powerful brand name, a powerful product lineup or powerful point-of-purchase materials that are attracting buyers to showrooms. Power reclining mechanisms are proving to be very popular, as well.

Catnapper’s new Genesis loveseat is one of several seating pieces that include a power reclining mechanism.

"We're already convinced that power is going to revitalize the recliner business," said Don Hunter, senior vice president for major accounts at Catnapper. "It gives the dealer the opportunity to get a recliner into the 75% of American homes that don't already own one."

Hunter and other executives noted that power mechanisms have been in existence for years (Catnapper's product, the Pow'r Lounger, was developed in 1985), but have been limited primarily to higher-end seating pieces such as home theater groups.

But at this week's market, the units are widely available on reclining chairs and motion sofas - typically with a wholesale upcharge of $50 to $75. Several showrooms have recliners that can retail for $499 and sofas that can retail for $899 with power.

"We've had great response to all of our chairs with power," said Greg Sicard, sales manager at Best Home Furnishings. "It has been the big story for us in recliners."

Paula Hoyas, vice president of upholstery merchandising at La-Z-Boy, said response to that company's power mechanisms has been equally enthusiastic. Dealers have been especially impressed with the wand La-Z-Boy has developed to activate the unit, she said.

"It gives the user complete control over the pitch of the recline and the lift of the foot rest," Hoyas said. "We believe we're going to do well with this."

At Berkline, power mechanisms are among several high-tech options the company is touting as it strives to reach younger, tech-savvy consumers.

One that is receiving considerable attention at market is an optional wireless charging station that can be built into the arm of a reclining chair. Using e-Coupled technology developed by Fulton Innovation, the system will charge many brands of cell phones, MP3 players and laptop computers.

"We're getting out in front of everybody with our technology initiatives," said Bo Morrison, Berkline's director of sales and merchandising for free standing recliners. "We see it as a great way to promote the category at retail."

Other key recliner and motion furniture introductions can be found at Lane, which has 13 new recliners, and Franklin, which is emphasizing motion sectionals.

"We decided to be very focused on sectionals rather than sofa-loveseat combinations ... and it seems to be paying off for us," said Chuck Tidwell, Franklin's vice president of merchandising and product development.

In addition to its major recliner rollout, Lane is unveiling an oversized recliner, commonly called a chair-and-a-half design, which features a patent-pending mechanism. The new model will retail for $849 in fabric.

Also doing well at market is an expanded lineup of leather recliners at Kincaid. The newest models, which use a combination of top-grain leather and leather splits, retail for $999 to $1,199, said Steve Beeker, vice president of upholstery sales and merchandising.

"We're putting more emphasis on our leather program, and we're getting good reaction to it," said Beeker.

More High Point Market October 2009 Coverage

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