Bright spots in bedroom
Traffic soft, but some showrooms stay busy
By Jeff Linville -- Furniture Today, April 23, 2007
High Point — Case goods might be made of hardwoods, but "soft" was the key word at market, with traffic down from a year ago in many showrooms.
Like October, opening day was slow for many buildings, but traffic picked up some later in the week. Many exhibitors said their numbers were down from a year ago, but comparable to the October market.
Despite the slow market, there were bright spots.
"We had a phenomenal market," said Mary-Price Furr, director of marketing for Fine Furniture Design & Marketing. "Although everyone says that ... attendance broke all our previous records, so we are very happy," she said. Drawing attention were its two new groups, British Colonial and Oyster Bay.
Especially strong were exhibitors on the 10th floor of the International Home Furnishings Center: Vaughan-Bassett, Hooker and Magnussen Home.
Vaughan-Bassett introduced American Farmhouse, a casual country group that was "a grand-slam home run," according to Doug Bassett, executive vice president of sales and marketing. "I can't think of a bigger market introduction in all my years here."
Traffic during the week was up about 100 accounts, compared with the past two High Point markets, Bassett said. He said 80% and 85% of retailers were committing to American Farmhouse, including the majority of the top 200 stores.
Nearby, Hooker's showroom was busy every day through Friday, said Hank Long, senior vice president of merchandising and design.
"We wrote some business," he said, "and the promises were good." He noted that one client had previously cut back its Hooker product to offer more promotional goods, but decided to return to Hooker again. Because of the reduced margins on some lower-priced goods, Long said, "you can end up running the trucks all day and not make any money."
Across the skywalk in the IHFC's Main wing, Magnussen Home drew attention with four bedroom groups of 10 to 12 pieces each.
"We've been very, very busy," Chairman Richard Magnussen said at the end of the market. "I haven't had a chance to get out — I hear the traffic has been light, but we've been pleased."
A strong assortment of licensed collections attracted buyers to showrooms including Bernhardt (Smithsonian), Highland House (Paul Burrell), and Lexington (Donald Trump).
Universal pulled buyers to its Uwharrie Road showroom with the full presentation of Better Homes & Garden, which had a few samples at the Las Vegas Market.
The line, which was well received, has more than 200 SKUs in three distinct lifestyles, said Randy Chrisley, Universal president. He said the collection will begin reaching stores on Aug. 1, with Better Homes & Gardens supporting the launch with ads in its September issue.
Bernhardt also reported good traffic. Its new groups — the Smithsonian line and others — sold well, said LeAnna Graves, director of advertising. She said retailers like the fact that the Smithsonian pieces have a historical inspiration, which gives sales associates something to talk about with consumers.
This was the debut market for a new upscale division of Vaughan Furniture called Virginia Sterling, which introduced four solid-wood bedroom groups with retail prices ranging from $2,999 to $3,999.
"We had a fantastic market," said Mike Scarsella, whose family consulting firm, Scarsella & Associates, oversees operations at Virginia Sterling. He said retailer response was strong.
"Our orders tripled our budget, and our target account base was locked up by Wednesday," he said.
