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Interest high in youth category

By Jeff Linville -- Furniture Today, October 19, 2006

At The Market — The hottest category here could be juvenile furniture, with defending champs trying to hold off hungry contenders.

There was a lot more interest in youth this market, said Earl Wang, vice president of product development at Lea Inds., one of the big juvenile producers.

Stickley, Broyhill, SLF, Pulaski, Vaughan-Bassett and Manchester were among the companies launching or refocusing on youth in the past year.

"There are lots of players in the youth industry now," said Bill Vaughan, president and CEO of Vaughan Furniture. "But we've always done youth, and it's a cornerstone of our business."

About 25% of Vaughan's sales are in youth, and to protect its market share the company launched both a traditional cherry and a casual ash group this market to fill style voids in its line.

Thanks in part to a blockbuster — and widely ballyhooed — youth offering, Pulaski tallied its most traffic ever this market, said David Corbin, vice president of marketing. Monday was so-so, but Tuesday and Wednesday were the busiest two days in the company's history, said Bill Sibbick, senior vice president of sales.

Driving the traffic were a new case goods group for Casa Cristina and the debut of Build-A-Bear Workshop Home. Pulaski announced its license with the stuffed-animal retailer months ago and publicized its licensed youth furniture offering extensively, which paid off in a big way, company officials said.

Hiring Maria Bailey to do market research and getting children's input on what they wanted were important steps in creating the powerful Build-A-Bear youth package, said Jim Kelly, executive vice president of product development and marketing. And once buyers came in the door, the product was able to speak for itself, he added.

Broyhill Furniture has offered youth for some time, but mostly as an extension of its best-selling adult collections. At the April market, it expanded its presence, introducing three youth-only groups as part of its new Broyhill Kids program.

"The marketplace was the driving force behind our decision to venture into youth like this," said Mike McCollum, senior vice president of merchandising for case goods. "Furniture is specializing and getting more focused in every category."

This market, Broyhill's new Baron's Ridge group has been such a hit the company is considering expanding it into master bedroom next spring, a reversal of the old way of adult hits spilling over into youth, said Karin Cook, media director.

SLF also made a big youth push in April and returned with new groups this market. Through Wednesday, traffic was up 13% over last October's market despite the fact that buyers are trying to figure out their travel patterns with the shift in market dates, said Joe Keveryn, vice president and general manager for SLF youth.

"All of the majors are here," Keveryn said. "We're having a good market."

Stickley was very busy Monday and Tuesday, according to Bill DeBlaay, director of design. One thing drawing attention was the company's first full youth presentation.

Stickley Starters has 18 pieces in classic Arts & Crafts styling. The cases are smaller than the company's Arts & Crafts-style master bedrooms, but bigger dressers or bookcases can be added as the child grows. "This is furniture for life," said Aminy Audi, executive vice president.

Retailers responded to the idea, she said, as every dealer that came in bought the group, and almost everyone bought the stacking bunk beds. The group also has appeal for retirees or those furnishing second homes, she said.

Pinnacle Award-winner Powell drew buyers with its new Max and Buzz collections, among others, said Sean Slack, executive vice president of merchandising. "Our youth sales have increased about 50% over the past few years," he said. "Retailers are responding well here to the bedroom-in-a-box program and the new collections."

Opus Designs President Mark Katzman said, "Business here has been good." Tripling its space in Plaza Suites, Opus was able to show its growing stable of 14 youth collections, and drew buyers from some major stores, he said.

Not resting on its laurels, Lea brought out two new groups with signature pieces. Abbie's Point combines elements of coastal and Louis Philippe styling to provide a feminine group with under-the-bed storage and pullout storage cubes. Function tends to be more prevalent in boys' and unisex groups, said the company's Wang.

Lea's Stockbridge has twin and full beds with reversible wood/cork headboard panels. The cork side has Plexiglas covers to protect collectibles, photographs and other belongings, giving boys a place to make the beds their own.

While importers tout sharp pricing, Vaughan-Bassett and Young America are playing up their domestic customization. Both have groups with hundreds of SKUs, thanks to numerous finishes for each piece.

MyHaven from Young America, a part of Stanley, has 20 painted finishes available on 30 pieces, giving 600 SKUs available in three- or four-week delivery.

Vaughan-Bassett brought two youth groups with cherry, oak, pine, white and black finishes. All 500 SKUs are part of its quick-ship program, VBX, with delivery in one week, much faster than the program's former two-week time.

Acknowledgements
Kids Today Editor Lisa Casinger contributed to this story.

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Competition heats up in youth furniture

Nov 12, 2006

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