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Just the Stats: Stationary upholstery

Furniture/Today Research Department -- Furniture Today, November 9, 2009

Just the Stats: Stationary upholstery

The Just the Stats series gathers in one place data Furniture/Today's Market Research team has compiled on specific product categories; in this case, stationary upholstery. Drawn from special research reports published throughout the year, the data points spotlight what's going on with the category.

Stationary retail sales

	2008 estimated spending in $billions	% of total furniture and bedding market	% change from 2007
Stationary sofas/sofa-sleepers/loveseats	$11.6	15%	-10.3%
Stationary chairs	$1.6	2%	-2.4%
Total Stationary upholstery	$13.2	17%	-9.4%

Source: Easy Analytic Software and Furniture/Today market research

Stationary upholstery in furniture stores

• Accounted for 20% of furniture store sales for fiscal year 2008.

• Accounted for 21% of selling space in furniture stores in 2008.

• Median SKUs, 43, and median number of lines, 6.

• Median best-selling price points for a fabric-covered sofa, $799 and $1,199 for a leather-covered sofa

Source: Furniture/Today Furniture Store Performance Report: Merchandise Mix, 2009

Stationary upholstery - fabrics and styles

• Leather/suede was the unit market share leader for fabric constructions across all price points for a stationary sofa.

• At low price points ($799 and below for a stationary sofa, retail) microdeniers led the pack, grabbing 43% of unit market share.

• At middle price points ($800 to $1,499 for a stationary sofa, retail) chenilles with 23% barely took the lead over microdeniers running as a close second at 21%.

• Leather/suede, claiming 26% of unit market share, was far-and-away the leader at high price points ($1,500 and above for a stationary sofa, retail.

• It was Contemporary styles that took the biggest chunk of unit market share for a stationary sofa across all price points, claiming 69% of market share at low price points, 56% at high price points and 48% at middle price points.

Source: Furniture/Today Upholstery Fabric and Style Survey, 2009

Consumers and sofas

• 75% of consumers planning to redecorate their home in 2009 plan to shop for a stationary sofa.

• 63% of consumers will first shop for a stationary sofa through a traditional furniture store.

• 65% of consumers choose a sofa retailer based on its reputation.

• Durability and quality are the consumer's leading concerns when buying a sofa.

Source: Furniture/Today and HGTV Consumer Views Survey, 2008 and 2009

To purchase full copies of the special reports referenced above, click on the links below.

Stationary sofas product potential report, February 2009

Furniture Store Performance Report: Merchandise Mix, September 14, 2009

Upholstery Fabric and Style Survey, October 5, 2009

Consumer views: spotlight on sofas, April 2008

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