Sources keep Millennials in mind with smaller scale
Susan Andrews -- Furniture Today, November 5, 2013
HIGH POINT - Furniture resources targeting Millennials saw their efforts pay off with retailers who also are looking to reach those younger consumers.
Some High Point introductions included smaller-scale product designed for urban dwellers occupying smaller living quarters. More often than not, this product also has a clean-lined approach favored by younger consumers.
Kincaid's Elise is an example of a clean-lined collection designed with younger customers in mind. Made with solid Appalachian maple in an amaretto finish, it has sleek custom hardware in a shiny copper starlight finish.
The collection received strong response due to the transitional look along with features such as low-maintenance Sunbrella fabrics on a panel headboard and on dining chairs.
"People with kids can have this kind of look without it being destroyed," said Max Dyer, vice president of sales and marketing.
Dealers also liked the clarity of the finish and space-saving features such as deep dresser drawers and footboard storage.
AICO's Studio by Michael Amini features upholstery and case goods that are smaller than those typically found in the AICO line. Case goods, for example, are about 20% smaller and are priced proportionately lower.
The line includes pieces from some of AICO's bestselling collections, covering traditional European as well as more transitional and contemporary looks. It also includes some more modern-inspired pieces like dining tables with frosted glass tops.
"We feel we can capture some of this younger market, and major customers are buying into it," said Chuck Reilly, vice president of sales. "This is an investment, and it will take time to get the word out, but it's important to get the word out that you are serious about the business."
Standard Furniture also saw continued interest in its Modern Fusion. This market, it added a number of bedroom and dining room pieces with contemporary designs.
Offering style at an affordable price, Modern Fusion also showcased new items in weathered gray finishes as well as industrial looks and composite concrete type materials.
Sauder Woodworking also reported strong response from retailers to its Soft Modern collection, which had about 35 new pieces including beds, sofas, desks, étagères and other occasional and accent pieces, including seating.
"They love the color and the texture and smaller formats," said Michael Lambright, director of marketing. He said younger consumers "want to create their own style, and this allows them to do that."
Other resources with new product that would appeal to younger consumers included Universal Furniture, which added dining and bedroom pieces in its Great Rooms program. The dining pieces in particular received strong response due to their scale, their casual styling and multiple finish options available.
Magnussen Home received strong response to a number of transitional bedrooms at affordable price points that would appeal to younger consumers. Four-piece sets, for example, are mostly targeted to retail in the $1,499 to $1,699 range.
Najarian Furniture also did well with several contemporary case goods groups, also at affordable price points. These included its Sonoma group, which added formal dining this market that includes a table and six chairs at $1,399. Dealers liked the contemporary styling, including leather-like material stitched in an X-pattern on the table apron and drawers of a server.
Najarian's glam-inspired looks seen in Monte Cristo bedroom and dining room collection also struck a chord with retailers looking for trendy designs that appeal to younger consumers. It offered a table and six chairs at $1,599 while another glam-inspired collection called Obsessions has a $999 panel bed with oval fabric insets and faux crystal details.
Kincaid Furniture’s Elise collection’s transitional design is targeted toward younger consumers. It is made with solid Appalachian maple in an amaretto finish. The chairs seen here are covered in low-maintenance Sunbrella fabrics.
Furniture Today's Ray Allegrezza Speaks with Stephen Bogart about Fine Furniture's New Bogart Line