New desks, modular setups offered in office
By Heath E. Combs -- Furniture Today, March 25, 2007
High Point — Downsized and flexible groups for consumers with needs ranging from full home office setups to individual work stations make up the bulk of this market's home office introductions.
Sure to draw attention is round two of Sligh's Family Communication Center program. Building on the success of its October market launch of this new category, Sligh is adding new designs and styles. The innovative unit features a laptop docking station, charging station for hand-held devices, task lighting, tackboard and lots of storage.
Additions to the line include a traditionally styled center with raised panel doors in two finishes, Candlewood or weathered black; a cottage/country version with beadboard back and curved top and beveled corner posts, in Candlewood or distressed antique white; and a southern European model in a midtone brown finish with reverse acanthus leaf carvings on the side columns.
This market, Broyhill is bringing out six new groups, its biggest home office introduction since 2002.
The company is tying the new groups into whole home collections that include traditional, transitional and casual styles. The increased emphasis on the category stems from dealer requests and the rise in telecommuting and other work-at-home activity.
"Broyhill has always had some kind of home office offering," said Brenda Dillon, merchandise manager, occasional, home entertainment, home office and accent furniture. "But it hasn't made a definite effort to make something for customers to cover every lifestyle."
The new collections include executive desks, credenza, hutch and lateral file. Executive desks have been scaled down from previous models.
"We're expecting to really grow this category based on these offerings," said Dillon. "It's important they tie back to best-selling whole home groups."
To promote the line at retail, Broyhill will offer a variety of point-of-sale materials.
Dillon added that Broyhill will continue to expand its home office offerings, and is looking at some alternate pieces for future markets that offer increased function.
Hekman is introducing four lifestyle presentations of executive office this market that include Urban, 18th century, Louis Philippe and European Old World designs. The groups feature a new moderate price point without sacrificing the company's reputation for function, scale, carving and fine, hand-rubbed finishes, said Neil McKenzie, vice president of sales and marketing.
Features include secret compartments.
"It's a category that continues grow year after year," said McKenzie. "Obviously, with the shutdown of our domestic facility that made home office products, we're having a major infusion of new goods coming from offshore. It'll be good step for growth."
McKenzie said Hekman was careful in moving to a new price point and made sure its vendors can execute the company's finishes.
Featured woods include select solids with figured olive ash burl veneers randomly laid in an alternating block pattern; select solids with swirl mahogany veneers with ribbon-stripped mahogany borders outlined with stringing; select solids with leafy heart cherry veneer; and select solids with walnut burl and cross-banded walnut veneer.
Hooker will offer executive office setups in its Fallston and Prestwick collections and modular introductions in Waverly Place. It also is introducing a roll-top desk and hutch as part of Waverly Place, as well as executive desk seating in its Seven Seas program.
And the company offers a creative docking solution in its Danforth desk, which features a retractable top with plenty of room for cords.
At Kathy Ireland Home by Martin, home office is being added to the well-received Jefferson Heights, a 2006 entertainment/occasional introduction.
In addition, it is bringing out Fontaine Home, a five-piece home office in cherry veneers with walnut inlays and ash burl borders.
"Business is pretty good. We're still growing," said Vanessa Martinez, assistant brand manager. "We've landed a few key accounts earlier this year, bigger multi-store customers that we've been trying to land for several years. We're adding product diversity and are doing pretty well."
Vallarta, a new rustic Spanish-style entertainment and occasional group that Martin is introducing this market, may be expanded into home office later this year, she added.
Lorts has a new modular wall system this market. The 10-piece group includes a 52-inch desk bridge that fits between shelving units in an entertainment wall.
The company is aiming to make its home office pieces as flexible as possible. Last October, it did well with an English-styled alder writing desk designed for rooms that aren't big enough to accommodate an executive desk.
Liberty Furniture Inds. is introducing five collections here in sizes ranging from executive to its smaller-scaled home series, which includes more function and space savings. For customers who don't have room for a big executive desk, Liberty offers a peninsula desk and wall unit, an L-shaped desk and hutch and a laptop desk, similar in look to a writing desk, with hutch.
The company is emphasizing the home office category after finding a good factory to produce it and sees itself as a potential savings advantage for East Coast dealers who are shipping from the West Coast, according to Michael Bond, product manager.
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