Emerald debuts fabric groups
By Gary Evans -- Furniture Today, August 29, 2005
Las Vegas — Case goods and occasional importer Emerald Home Furnishings introduced a stationary fabric upholstery line at last month's market here to round out its seating products.
The six groups, imported from China, run the gamut from contemporary to traditional and are covered in what President David Beckmann calls a "better quality" chenille.
"This is as premium as we can build," he said, adding the generous-sized pieces feature eight-way hand-tied construction, down-blend Dacron cushions and wood encased frames. Each group includes a sofa, loveseat and chair.
Retail price points for sofas are $599 to $799, depending on markups. "It's a really generous margin for retailers," Beckmann said.
Emerald has been importing leather for four years and microfiber for two-and-a-half years, so the new fabric line is a natural progression, he said.
"If you look at the fabric business, the mills are all moving to Asia and China primarily. In the area where we're manufacturing our leather and microfiber sofas, the fabric mills are right there. That's becoming the upholstery hub, the area between Shanghai and Guangzhou," he said.
Beckmann said the company is trying to fill a niche between Ikea and Crate & Barrel.
"We're fashion-forward. We try to be thoughtful about product design," he said, adding the new upholstery will appeal to those looking for lifestyle, urban-type furniture.
Leather and motion make up 20% of Emerald sales, and Beckmann said the new products will help increase the importance of upholstery. "Assuming their line is well merchandised, I think the furniture stores are getting 35% to 40% of their volume in upholstered seating. That would be our target as well," he said.
