Entertainment sources expand size, price range of offerings
By Heath E. Combs -- Furniture Today, October 17, 2009
HIGH POINT — Home entertainment sources are moving this market to offer more looks at more price points to appeal to the rapidly changing needs of flat-panel television buyers.
A common refrain from suppliers is that companies today must offer support for standard sizes running from 37 inches to 50 inches, but also must accommodate TVs that are 60 inches and above.
While standard consoles have done well the last several markets, new growth is being found in the bedroom at sources such as Signature and Sligh. In addition, new models are being designed by companies such as Hooker to accommodate larger TVs, which require a lower-profile silhouette to safely handle the added size.
Entertainment continues to be a strong category, said Mike Lambright, director of marketing at Sauder. This market, Sauder is featuring a range of new entertainment products, covering just about all style categories in six groups.
The company also is spotlighting its Mini-Collections concept rolled out in Las Vegas. In this program of smaller-sized collections, Sauder commits to production at the time of introduction.
“Some of our retailers are seeing strength in low-end (and) high-end price points, with the middle being squeezed. Consumers have moved down market in the TV category, with an emphasis on practicality versus status,” said Mike Lambright, director of marketing.
Lambright said in entertainment, suppliers have to show a value and selection that can capture the dollars of a broad segment of customers.
“The giant home theater is an outlier in our market. A selection of stylish solutions in a range of sizes and price points allows the consumer to match their TV size and décor without overspending,” Lambright said.
Lambright said many of Sauder's stands are being made to fit a range of sizes and offer dual-purpose applications in bedrooms and other locations.
“All of this means we have to show a value and selection to capture the dollar of today's consumer,” Lambright said.
In response to dealer requests, this market Sligh is introducing two end-of-bed, lift-top television consoles in its Alante and Laredo groups, said Bob Kreter, marketing and communications manager.
The pieces are finished all the way around so both sides look the same, an important detail most consoles don't offer, Kreter said.
The pieces also feature Sligh's Smart Eye hidden remote and doors that open on the bottom for storage components to accommodate media.
Kreter said entertainment consoles still continue to sell well and that he's seen positive developments in recent weeks that could indicate a good market.
“We hear in Las Vegas and from reps there's a light. Retailers are getting to a point where inventories are low. They've been very conservative and now's the time they've got to start ordering product,” Kreter said.
Signature Home Furnishings is bringing out several new entertainment groups this market, including the Park Place wall group in contemporary/transitional styling and the Cameron High Cart traditional entertainment console.
Albert Lin, Signature's vice president, said the company's strategy is to continue to focus on developing product that will garner more dollars for dealers while still being an exceptional value for consumers, rather than a race for the bottom.
“Everything has been pretty consistent with us. There's still a need for big walls and carts,” Lin said. “We're just coming out with more in-between (priced product) that helps dealers make more money, but not lose as much.”
A focus on unique entertainment products also continues to help. For example, the company's new Duo Dining concept is a home entertainment wall with a counter-height, peninsula- shaped dining table jutting out from its middle.
“It's just hitting floors now,” Lin said. “It seems like everyone likes it.”
Sunrise Home Furnishings is rounding out its price point range in entertainment this market with the Moraga television credenza, a 62-inch group with a suggested retail of $599, and a 78-inch tall credenza and hutch called Fallbrook priced at $1,499 retail.
Bob Lephart, vice president of sales and marketing for Sunrise, said consoles continue to sell well, especially ones with a lot of function. A good price range for consoles currently is the $599 to $699 range.
Lephart said entertainment pieces are faring better as the fourth quarter begins.
“It's held up,” Lephart said. “It hit flat spots during the summer like everyone's business but we've seen an uptick this fall.”
Along with Sauder, one of the most extensive introductions of home entertainment product this market comes from Hooker Furniture, which is aiming to offer more affordable values that appear to younger consumers, said Hank Long, senior vice president of merchandising.
With the urban casual Kendra collection, Hooker adds its first low console for larger televisions to appeal to younger consumers. The company also has a gaming console credenza unit with a center fold-down surface, available in three finish options.
Among the introductions that Legends Furniture drew a good reaction on in Las Vegas was Monte Carlo, a new import collection with marble tops. The collection includes a 44- and 55-inch carts and 52- and a 60-inch consoles.
Also drawing a good reaction were the company's domestic entertainment collections, said Myke Clark, marketing analyst for Legends. They include Curves, a new group consisting of a 33-inch cart, 45-inch cart and 60-inch console.
Consumers responded well to the collection's finish options — spiced rum, mocha and golden oak. The other new domestic collection, City Loft domestic, also was well received, he said, adding that High Point provides a good opportunity to reach additional retailers.
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Consoles thrive, walls survive in entertainment
May 15, 2012 -
Function still biggest draw in entertainment
Nov 17, 2011 -
Evolution of electronics drives entertainment
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