Motion sources enhance 'creature comforts'
By Joan Gunin -- Furniture Today, April 23, 2007
High Point — Motion upholstery producers continue to seize on "creature comforts" as a way to get dealers' attention and, despite underwhelming traffic, the just-concluded market here was no different.
Air-cell seating products, recessed lighting and fashion accents were among the new concepts on display in motion showrooms here.
Berkline introduced Shape Fitting Technology for its recliners, which employs a concept similar to Select Comfort's Sleep Number bed. A series of 25 individual air cells offer soft to firm seating comfort based on the level of inflation. The technology zones in on pressure points and disperses air based on gravity and friction, Berkline said.
The recliner, also suitable for lift chair users, was in development for two years, said Kevin Armstrong, Berkline's director of merchandising. Two styles are available in fabric or leather covers, with swivel rocker, wallaway or power recline options, and retailing at $899.
Point-of-purchase materials and DVDs underscoring the recliner's benefits are also available, Armstrong said.
Franklin Corp. offered a variety of gadgets on its oversized motion frames, including the Big Cozy, enhanced with a two-seat wedge recliner with dual activators.
Another new model was equipped with an armless rocker recliner wedge, while yet another new frame features pull-down twin incandescent lighting, among other upgrades.
Franklin also did quite well with an entry-level massage recliner selling for "a heck of a deal at $299" retail. "It rocketed," said Chuck Tidwell, vice president of merchandising and product development.
At Catnapper, "Attendance was disappointing except for major accounts," said Randy Spak, senior vice president of sales and merchandising.
"But business was good because we are gaining floor space with existing customers, and we opened some new, larger accounts through service and value."
Spak said his niche business with Pow'r Lift chairs remained outstanding. "That business has done double digits for the last two years and continues to grow," he said. Five styles were offered here, including oversized models.
Catnapper also made a big push with better covers and better styles, adding such fashion-forward touches as quilting, visible stitching, toss pillows, and alternate cover choices such as knitted velvet.
Catnapper, Elite Leather, Coja and Palliser were among those companies introducing motion profiles so slim they weren't initially recognizable as motion offerings.
Palliser's John Phillips, executive vice president of sales, said the company's motion mechanism also offers a slightly longer ride because it features webbing, not sinuous spring construction. "It's a different look, a different feel, a different ride," he said.
Mark Piatt, vice president of importer Emerald Home Furnishings, said the bulk of his market traffic came from major accounts. "We don't get many walk-ins and we heard the (attendance) count is less," he said.
Despite the noticeable absence of some West Coast Top 100 accounts, Piatt said he was quite pleased with response here. Two motion groups did "exceptionally well" in chenille covers, he said, noting some retailers were looking for something beyond microfiber.
Ekornes got a boost from its Alpha recliner, emblazoned with chevron stitching across the seat back, while the Brandon, a dual-glide motion glider frame, was a winner for Flexsteel.
At Leather Italia, which was in an expanded showroom, President Michael Campbell said he was pleased overall with market turnout. "The traffic was good and our orders written were truly great," he said.
The North Carolina-based warehouse operation scored big with the Morris, a dual reclining leather sofa, he said.
Leather Italia also introduced a third group, the Leland collection, which falls under its existing Santeramo and Premiere collections in pricing.
President Jimmy Green reported PeopLoungers had its best market since he acquired the company 10 years ago. "This was the most dynamic market because of our styling, our pricing, our value, the whole bit."
Six motion collections fared particularly well, he said, in addition to the sofa, loveseat and chair groups built off those collections.
Douglas Furniture supplemented its Mexican-made line with a Chinese import program, consisting of eight frames in leather and microfiber, first introduced in Las Vegas. The reaction here was good, the company said.
Nirvana Swing Co., which offered a recliner that mimics a swing's gentle arcing motion, increased its dealer base by 50% with its national launch here, said Taylor Garland, vice president of sales and marketing.
At Ashley, Tom Leon, president of the Millennium division, said motion continues its retail ascent, spurred by home theater. "People are creating 'motion rooms' centered around the TV," he said.
