Importers expand range of color options
By Thomas Russell -- Furniture Today, November 2, 2009
HIGH POINT — A growing number of case goods importers have launched groups and items available in a variety of finishes.
The trend is far from the custom approach of domestic manufacturers, many of which offer individual pieces in multiple finishes. Unless they carry loads of inventory, it's extremely difficult for importers to duplicate this approach, particularly for items finished overseas.
But by offering a limited number of choices specific to individual pieces, importers such as Hooker, Schnadig, Hekman and Hammary are changing the typical business model and enabling retailers to offer products in more than one finish.
Schnadig International's Caracole collection features 65 case pieces in 42 finishes and mixed media elements including 12 different veneers. Many of these finishes and veneers are unique to specific pieces, but the result, according to Chairman Jeff Young, is an eclectic mix that provides a higher-end yet affordable look.
“We scoured the marketplace and spent a lot of time in showrooms across the country,” Young said. “We started with the design we wanted and then what veneer we wanted that design in, and a lot of times that would dictate the finish.”
Beds retail from $1,799 to $1,999, while dining tables retail from $1,500 to $1,800.
Case goods importer Hooker Furniture launched about 70 pieces in Sanctuary, a whole home collection the company plans to grow to about 250 SKUs over time. Some pieces are available in any of five key finishes. Beds come in two choices — a light beach/dune finish and a hand-rubbed ebony with a brown undertone.
Some importers take the custom approach a step further by offering individual finishes on each piece versus limiting a finish to specific items.
Broyhill, for example, offers multiple finishes on various SKUs in its Color Cuisine casual dining program, as well as table top and leg options.
Imported accent furniture items in Broyhill's Attic Heirlooms program also feature five finish options. Upper-end case goods importer Alden Parkes has offered 11 painted finishes on a group of French-influenced accent pieces for the past two years. It also offers 35 finishes — including 12 added this market — on each of 30 chair frames and 18 mirrors.
“It's a big commitment,” said Ted Dash, vice president of business development.
This market, case goods importer Hekman showed a new mixed-media occasional group called Mulholland available in two finishes — the first time it has such options within the same import group.
Case goods importer Hammary added about a dozen pieces to its Colors accent furniture program, which started out with 25 pieces in six color options.
The company doesn't offer every piece in each color. Instead, it selects what it thinks will be the best-selling color choice for each piece.
Bob Armfield, vice president of sales at Hammary, said case goods displayed in colors “will draw people. Even if it is at the back of the store, I guarantee you every lady will be drawn to it.”
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