Bedroom action falls into two camps
Carved traditional, clean contemporary both hot
By Jeff Linville -- Furniture Today, April 23, 2007
High Point — Hot bedroom styles this spring cover opposite ends of the spectrum as both carved traditional and clean contemporary are selling well.
The old saying is that the truth can be found in the middle between two extremes, but in this case the truth is found at the extremes. Few styles could be farther apart in looks than heavily carved Italian/Mediterranean traditional and sleek, straight contemporary and modern furniture. Yet that's what is selling and what was well received at the recent High Point Market, according to several exhibitors.
The latest addition to Lane's National Geographic Home line is Italia, inspired by Italy but with a walnut veneer story. Lane uses a unique laser-cut pattern in the veneer rather than simply duplicating familiar looks, said Ray Allori, vice president of merchandising and advertising.
Italia was "clearly placed in most major accounts," said Allori. Not only is the design fresh, he said, but the price/value equation is strong. Lane achieves this, he said, by working with a different vendor structure and being more cognizant of the construction and inspection processes in the factory.
A busy bedroom market
When it comes to carved European designs, AICO is the first choice for many retailers, and the High Point Market brought new groups in that vein.
"Our single-largest category (in terms of orders written) at this market was bedroom," said President Larry Rinaldi. AICO showed some groups that were case goods only and some that were full lines, and each did well, he said.
AICO introduced Romanza — 25 pieces in European classical design — and it also enhanced several other recent introductions from Las Vegas and the October High Point Market, including the hot Venetian, classic and opulent Italian, and Cortina, a sister group.
Venetian was well received in its Honey Walnut finish, but what really stopped people was the black finish, Starry Night, said Rinaldi.
Pulaski also is known for its carved European groups, but the new San Mateo collection doesn't overdo the effect. Pilasters, aprons and framing around the headboard and footboard use delicate carvings to draw attention to the warm brown finish rather than dominating the look.
The serpentine drawer fronts are shaped from thick pieces of wood, and buyers gave Pulaski a lot of credit for the weight and feel of the group, said Dallas George, vice president of marketing.
The hottest group in the showroom, though, was a sophomore collection. Toscano — which also has a Tuscan influence, but with a dark cherry finish and lower price point — gained momentum in its second High Point market after being introduced in October.
SLF goes casual
While some March High Point exhibitors had slow traffic, SLF said its attendance was up 10% over April 2006. Guy Walters, vice president of design and marketing, said SLF keeps tight numbers, and he's sure those are accurate.
As far as bedroom sales, Walters said he was really pleased with market. The company introduced 10 new bedroom groups (about half with a dining component). "We're cutting a significant amount of those," he said.
SLF saw "all the big majors except for a couple who just didn't come to High Point," Walters said. No one is ready to walk away from traditional, he added, especially those groups offered at sharp prices, such as Tuscan and heavily decorated collections.
However, the overall theme of what buyers shopped for at SLF this market was casual transitional or casual contemporary. The urban contemporary 220 Elm collection, partially shown in Las Vegas, was a big hit in its full presentation. Walters said he expected 220 Elm to do well in some areas like New York and California, but he was pleased that it also went over well with many other retailers.
Painted finishes on rise
"Louis Philippe is trending down after years of success," said Greg Noe, chief operating officer for Lifestyle Enterprise. This was the second time many retailers saw Lifestyle's new products, since they were previewed at its Forbidden City Show in January.
The value-priced importer covers a wide variety of styles and had success in multiple areas, Noe said, but among the standouts were groups inspired by pieces seen in lifestyle specialty stores. Painted finishes saw some success, too, he said. Painted goods will never reach the volume of some other styles, but they are producing decent sales this year, he added.
Lane also had success at High Point with a new starting price point bedroom line called Portfolio. While not promotional, the groups within Portfolio offer a high perceived value, according to VP Allori. The $599 beds should look as nice as many $999 beds on the market, just like Lane's $899 beds are designed to compete with many $1,499 beds.
The pieces are scaled a little smaller so that they fit better into starter homes or larger second bedrooms, Allori added.
At High Point, the line launched with Devonhurst, a traditional American group, and the transitional Sterling Heights.
Coming soon are contemporary, oak and lifestyle groups — one will be shown at the July Las Vegas Market, with two more groups being developed for introduction at this October's High Point Market.
