Small, tech-savvy pieces sell well in home office
By Thomas Russell and Gary James -- Furniture Today, November 2, 2009
HIGH POINT — Home office vendors looking to reach a younger, more tech-savvy demographic said they received a good response on a variety of new product offerings here.
In many cases, the best performers were small, space-saving footprints that allow the home office to fit in any sized room.
Hekman showed 26 SKUs in its Homeroom Collection, including a number of home office pieces. Dealers liked the tech-savvy nature of the collection, whose features include elements that charge, store and organize wireless electronics.
Among the highlights was a pub-height desk and hutch unit retailing for $1,999 with a charging center, file drawers, bookshelves and laptop storage. Also popular was a $1,299 piece that can be used as a TV console as well as a desk — transforming to an “L” shape by pivoting an end on casters.
Legends Furniture received strong responses to two new writing desks that can be used as a left or right return. The pieces, which have three matching bookcases, were shown in a light golden oak finish and a darker deep mocha. Dealers liked the flexibility offered by the various configurations.
Made at the company's Phoenix-area factory, the three-piece units include a 64-inch desk, a 41-inch desk and a small hutch, retailing from $599 to $699.
Sunny Designs also received a strong response to smaller home office footprints, as did Hooker Furniture, BDI, SLF and Aspenhome, whose Flex program continues to attract dealers drawn to the modular, flexible nature of the groups, which are designed for small office spaces.
SLF drew commitments and orders for new three-piece $1,199 home office configurations featuring a writing desk, corner table and credenza unit with a drop-down drawer for a laptop and double lateral file unit on either side. A mini hutch is also available featuring drawer and divider space for letters and other office materials.
Hooker's top selling item in home office this market was a flip-top desk in its Heritage Manor line. Dealers liked the flexibility of the 56-inch piece, which can be used as a console or sofa table.
The company also reported strong order writing on a 60-inch writing desk made with African walnut veneers and hardwood solids
Entertainment and occasional source BDI added a compact desk and pedestal to its Sequel collection. Features include an easy-to-access wire management system and a system drawer that combines a charging station, keyboard tray and mouse pad. The unit is priced at $799 retail.
“We expect this setup to do well,” said Steve Feldman, director of sales at BDI. “Consumers are looking for solutions that offer lots of function in a space-efficient footprint.”
Larger office footprints also did well at market.
Hooker Furniture received strong commitments and orders on a pair of executive desks at 73 inches, along with companion pieces.
At Jesper Office, initial response to the new Jesper 500 line was “very positive,” said Thomas Kristjansen, product manager. The collection of contemporary, modular office pieces is designed for home office and small business use.
Pieces range from a simple executive desk and return priced at $1,299 retail to multiple, bunching workstations with privacy screens and modesty panels.
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