Power brings new life to motion category
By Larry Thomas -- Furniture Today, November 2, 2009
HIGH POINT — It truly was a powerful market for producers of motion furniture and recliners.
And it wasn't just powerful brand names, product lineups or point-of-purchase materials that attracted buyers to showrooms. Power reclining mechanisms proved to be very popular, as well.
“We're already convinced that power is going to revitalize the recliner business,” said Don Hunter, senior vice president of 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 the October market, the power units were widely available on reclining chairs and motion sofas, typically with a wholesale upcharge of $50 to $75. Several showrooms had recliners that could retail for $499 and sofas that could retail for $899 with power.
“We had great response to all of our chairs with power,” said Greg Sicard, sales manager at Best Home Furnishings. “It was 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 was equally enthusiastic. Dealers were 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 were among several high-tech options the company touted as part of its effort to reach younger, tech-savvy consumers.
One feature that received considerable attention at market was 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 freestanding recliners. “We see it as a great way to promote the category at retail.”
Other key recliner and motion furniture introductions were found at Lane, which had 13 new recliners; Palliser, which rolled out eight motion seating groups; and Franklin, which emphasized 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 unveiled the Snuggler, an oversized recliner with a chair-and-a-half design that featured a patent-pending mechanism. The new model will retail for $849 in fabric.
Also doing well at market was 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 put more emphasis on our leather program, and we had good reaction to it,” said Beeker.
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