Names, places star in seating
By Gary Evans -- Furniture Today, April 23, 2007
High Point — Upholstery makers reported that offerings tied to famous names and well-known places drew lots of attention from buyers here at the spring market.
Allison McCall, merchandise manager at midpriced upholstery maker Clayton Marcus, referring to the company's new B. Smith collection, linked to entrepreneur and former model Barbara Smith, said, "This has been great!"
She spoke as Smith walked around the company's showroom greeting customers. "People have been hyped up because she's so down to earth," McCall said. "She wants to sell furniture — just like we do."
A collection based on George and Martha Washington's Mount Vernon home at upper-end company Taylor King drew a steady stream of buyers, starting even before the market officially opened. "We've had good remarks and think it's going to have widespread appeal," said President Del Starnes.
"We waited a long time to find the right fit," said Carol Cadou, an executive with the Mount Vernon Ladies Assn., which bought and preserves the home of America's first president as a historic site.
Real estate magnate and TV celebrity Donald Trump packed the house when he showed up at Lexington Home Brands to promote his new collection, which includes case goods and upholstery. People squeezed into the company's Thomasville showroom to hear Trump make a few remarks, and select dealers got their pictures taken with The Donald.
It all provided over-the-top publicity for Trump Home.
Designer Laura Orsborn received a strong reception for her six groups of imported upholstery for Davis International. The line includes an updated collage in chocolate microfiber, zebra chenille, faux fur, leather, carved frame and down-blend cushions to retail for as low as $999.
Interest in the upholstery line was way up because buyers who didn't get in on initial offerings "were waiting and coming in to lock up distribution in their area," Orsborne said.
The hoopla over licensed brands prompted some factory executives to work harder at keeping lines in balance.
For example, buyers visiting Flexsteel got a good look at the new Series 47 from the company's Wrangler collection. But Lee Fautsch, vice president of sales for residential, made a strong effort to make sure the rest of the company's offerings — including fabric additions to Antiques Roadshow and new looks in the Married Value Packages, or MVP line — didn't get short-changed.
Manufacturers were not limited to hanging their hats on celebrity and history — anything different seemed to attract buyers, exhibitors said.
A collaboration by sister companies Peters-Revington and Cochrane Furniture called InColor drew attention and, better yet, strong commitments, said David Corbin, corporate senior vice president for Chromcraft Revington, parent of Peters-Revington and Cochrane.
InColor marries the color of painted furniture with the color of upholstery fabrics in a program that utilizes imported parts assembled and finished in the United States.
"We sold half of the first order in the first two days of market," Corbin said, noting that a second order was likely to be placed as the market ended. Current orders will ship in May.
Canadian upholstery producer Décor-Rest wasn't sure that TV home show hosts Steven Sabados and Chris Hyndman, household names in Canada, would prove much of a draw in this country.
Well into the market, the answer was clear. "Market attendance (overall) is down, but my numbers are up 52% over October," said Ron Penney, director of sales and marketing for Décor-Rest and sister company Marzilli International.
"I'd like to say that we're doing everything right, but I have to say that I think most of it is attributable to Steve and Chris," he said.
Penney added that, five days into the market, Décor-Rest had already seen eight major customers interested in the line that normally don't shop the company. "We've had people phoning for directions (to the showroom)," he said. "I'm grinning ear-to-ear."
