Reclaimed wood's 'green' story getting told in Vegas
Exhibitors believe wood from barns and bridges can capture consumer interest
Thomas Russell -- Furniture Today, January 30, 2007
LAS VEGAS -- Some case goods manufacturers and importers showing here this week are touting their use of reclaimed wood, believing it will help dealers attract consumers seeking a certain look and story behind their purchase.
The wood comes from a variety of sources ranging from old barns in southern Louisiana to old bridges and mines in Russia.
The use of such woods has an obvious environmental benefit since it doesn’t involve the cutting of live trees. That eco-friendly or “green” approach can be a handy marketing tool at retail when selling to environmentally conscious consumers.
But most companies interviewed for this story say it’s the look and story behind the wood that gets the customer’s interest first.
That’s been the experience of Jonathan Fletcher, president of case goods importer Arin International, which is showing here in the World Market Center’s Pavilions, space 13012.
The company uses reclaimed pine found largely in Russia and in some Asian countries. Much of the raw material is 100- to 150-year-old wood from old bridges, mines, barns and railway tunnels. There is such an ample supply that there’s little concern of it running out, Fletcher said.
The wood is shipped to Vietnam where it is made into bedroom, dining room and occasional furniture. Fletcher estimated that 80% of his total line is made of reclaimed woods. Some pieces even have hardware forged from metals found with the original raw material.
New for Arin this market are bedroom and dining room pieces in the Irish Coast collection. Five-piece bedrooms retail at $1,495, and a three-piece dining set retails for $795.
Case goods importer Four Hands (WMC B-270) has been slowly shifting to eco-friendly woods such as reclaimed teak and plantation-grown hardwoods. As of last July, these woods made up 48% of its case goods and 40% of its tables. This market, only a few new items include such woods, including a $1,495 retail dining table and a $495 coffee table, both in the Emperor collection, made of reclaimed elm.
Four Hands is using recycled cast aluminum in its Marlo and Miami collections.
“There is strong interest among retailers in checking out these products,” said Vice President of Marketing Jeff Hiller. He said that fashion and design is what strikes buyers and consumers first, and if it’s priced right the company scores a sale by touting the eco-friendly story.
“This is going to be a major emphasis for the company going forward,” Hiller said.
Other companies touting environmentally friendly product this market include Sweet Smiling Home (WMC B-645), American Company (WMC P-12912), Groovystuff (WMC P-12112) and Greenington (CC 5101).
The latter notes that the solid bamboo used in its bedroom, dining room and occasional furniture is sustainable because it’s one of the world’s fastest-growing plants.
Groovystuff uses old plows, wagon wheels and box carts found in Asia in finished goods such as chairs that retail from $340 to $399, dining tables from $1,200 to $2,000, and benches in the $800 range.
“If you want to use old wood, it’s expensive,” said Jeff Singleton, who co-owns the business with Chris Bruning. He added the items fetch such prices because they have a nostalgic appearance suited to second or third homes.
Also showing items with old wood is accent furniture specialist Furniture Classics (WMC B-818), which uses reclaimed teak, oak, pine and other Asian hardwoods, giving items a weathered, one-of-a-kind look.
“It may have holes in it or the board may be warped, but that is part of the character and beauty of the piece,” said Sales Manager Alex Boyer.
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