New collections targeting younger consumers
By Jeff Linville -- Furniture Today, April 22, 2007
High Point — Several collections shown here this spring target younger consumers.
Some manufacturers introduced looks that draw inspiration from some of the lifestyle looks seen in specialty stores like Pottery Barn and Crate & Barrel. Others added new twists to older designs in the hopes of catching the eye of Gen X and Gen Y consumers.
Wynwood's new 21 West collection addresses a younger consumer, but with better pricing and looks, said Marc Abrams, vice president of sales. Pieces are clean and sophisticated with touches like cane.
Lifestyle specialty stores are selling bedroom suites from $3,000 to $5,000, Abrams noted. "Yet, we seem to think we have to sell them a $999 bedroom because they are young and shouldn't have any money."
A four-piece 21 West group retails for $1,799.
21 West uses alder and mahogany with clean lines and elegant bronze-toned hardware. To conserve floor space, the group offers a high-waisted bureau instead of a long, low dresser. The bureau also looks better in rooms with high ceilings, said Abrams, whereas low-profile designs can look like kid's furniture.
This spring, youth specialist A.P. Inds. introduced Home Essentials, its second licensed line with former TV stars Mary-Kate and Ashley Olsen. The original 2004 collection looked to fill holes in the marketplace for tweens and teen kids, said Diane Reichenberger, CEO of Dualstar Entertainment Group, the company owned by the famous twins.
The second time around, A.P. and the Olsens wanted a more versatile look.
"This new collection has been specially designed to not only meet the needs of girls from 6 to 18, but also those of young women," said Daniel Benjamin, president of A.P. Inds.
"Mary-Kate and I have worked very closely with our executive designer and A.P. Inds. to design a furniture collection with an elegant yet casual style," said Ashley Olsen. "Mary-Kate and I love the mix of straight lines with gently curving shapes, and the fluted legs give an overall delicate feel to the items."
Casual dining giant Canadel continues to grow its fledgling line of bedroom suites. Taking its customizable dining approach, the company offers its bedroom pieces in 62 finishes with either a smooth or antiqued application.
Offering lots of choices
"Gen Y is a specialized generation, which is what our concept is," said Bob Kelly, senior vice president of sales. This age group doesn't have the preconceived idea of what should be in a bedroom, so the consumer may not buy a dresser and drawer chest with the bed. Having alternative pieces is a must.
Zocalo has a stylish showroom that draws younger buyers and the company hopes that spirit translates into attracting younger consumers, too. A group from the October market — designed by the in-house team of Jorge Jaramillo and Margaret Leigh — has picked up steam since its launch.
"Elevation has been our most successful recent introduction, and in the long run I think it will be an enormous success," said Michael Pierce, Zocalo's director of merchandising.
The collection features walnut veneer and hackberry solids with design influences from Japanese woodworking and architecture.
"The timing has been crucial since these specific elements are in demand in home décor right now," said Pierce.
At Stanley, "The best-selling bedroom collections are those with simple, clean lines, small hardware knobs and clear finishes," said Kelly Cain, vice president and product manager. "They are not overwhelming and definitely not ornate, although they may have a traditional design elements interpreted in an almost contemporary, updated manner."
Stanley groups featuring such elements include Hudson Street, Lincoln Park and Louis Louis.
Another trend for Stanley is upholstered beds. "The button tufting of the Hudson Street Avenue upholstered bed gives it a traditional design element, but when the panel is placed in a simple, contemporary wood frame, it gains a classic mid-century feeling," said Cain.
People seem to think that young people have no desire for classic furniture designs, but Larry Rinaldi, president of AICO, doesn't believe that holds true. He has seen many younger consumers who desire beautiful furnishings in their homes. For the younger crowd, he said, casual elegance can be stronger than formal elegance.
One of the hot AICO groups this spring was Windsor Court, a casual, comfortable country English group. Windsor Court and the new Treví offer some pieces that are a few inches narrower to take up less floor space but a little taller than the typical AICO pieces, though, to keep a similar storage capacity.
Windsor Court also includes a gathering table, because the counter-height size has shown to be popular with both younger and older consumers.
A.R.T. Furniture introduced a new underbed storage system, taking an idea that has been popular with juvenile groups and giving it a more mature design.
Extra storage is always welcome, especially in second bedrooms where there isn't much floor space or closet room, said CEO Ed Grund.
Like Rinaldi, Grund believes that there are many consumers under 40 who would like nice furniture if it fits their lifestyles.
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