Spark returning to RTA furniture arena
Carole Sloan, Senior Contributing Editor -- Furniture Today, August 29, 2005
There's a new wave of upbeat thinking in the world of ready-to-assemble furniture, which has been in a funk for several years, with retailers dropping the category and suppliers facing financial problems.
Now, mass merchants are making moves, and a couple of suppliers are selling to consumers, either through direct mail or on the Internet.
Of all the retailers, Target has embraced RTA with the greatest style sense and marketing savvy — like they do in the rest of their home furnishings. RTA furniture is a significant piece of Target's five lifestyle statements, and includes designs from the likes of Isaac Mizrahi, Shabby Chic, Woolrich and, coming soon, Thomas O'Brien.
The looks are casual, modern, traditional, and clever point-of-sale brochures give consumers a clear, uncomplicated view of what's available. The stuff, which also is part of Target's ever-growing Internet home furnishings activity, is selling.
And Target's California Closets RTA line from Dorel's Ameriwood is another big step in bringing the RTA style and function message to consumers.
Meanwhile, Kmart has pulled off a double whammy, offering its own Essential Home RTA line and quickly following it with the Everyday Rooms collection from Martha Stewart Everyday. Kmart may have its problems, but the RTA launches appear to be on a winning track.
The Martha Stewart in-store presentation may not be a thing of beauty, but the accompanying brochures, in a well-designed stand, are more than enough to create interest — and sales. They offer to "put together a beautiful" living room, bedroom or kitchen. They're clear, clean and easy to read, a model of customer communication.
And you probably read in Furniture/Today's Aug. 8 issue that a new company called Home Reserve is selling UPS-able RTA upholstered furniture via the Internet, yet another move to expand the reach of the once-vibrant RTA category.
Stay tuned. Each month seems to bring more interesting RTA news.
