Gliders not just for nursery anymore
By Joan Gunin -- Furniture Today, July 9, 2007
High Point — Glider rockers, although a small portion of the overall seating business, are making waves with innovations and an ever-more-diverse range of offerings.
In 2006, Furniture/Today estimates consumers shelled out $1.4 billion for glider rockers, accounting for 4% of the $83.8 billion total furniture and bedding market. The category's 2005 share was roughly the same.
But innovations continue to propel gliders beyond the nursery into mainstream looks with new designs, new mechanisms and new covers. Glider resources believe consumers can be convinced to consider their products for use throughout the home.
Style leader Dutailier, for example, is getting ready to unveil a glider with adjustable seat and back height. A two-pronged peg system allows the user to lock in place either of two seat heights.
"It gives maximum comfort to a man or a woman from 5 feet to 6 feet 2-inches tall," said Marketing Manager David Fontaine. "We are known for personalization, and this gives consumers a choice of styles, mechanism and finish."
He said pricing on the as-yet-unnamed modern design would reflect the more complex mechanism used to achieve the height adjustment. A prototype will be unveiled in July at the Las Vegas Market, with the official launch set for the ABC Kids Expo, also in Las Vegas, in September.
As attention shifts from conventional wood gliders to more updated looks, Dutailier is working to better accommodate consumer tastes. The company's new glider, with lock, swivel and recline functions, will be available in an assortment of styles.
Dutailier developed this niche product at its factories in Canada as a way to compete with Asian imports. "Our competitors do a lot of high-volume items, but we wanted to bring in something new," Fontaine said.
As with a convertible crib, this adjustable glider should have an extended life beyond the nursery, he said.
The arms can be switched from an upholstered style for the nursery to a Scandinavian look for the living room. New sets of arms can be purchased on Dutailier's Web site, which currently is being updated.
Under development for a year, the adjustable glider will be marketed to independent furniture retailers and juvenile stores.
Holland House, meanwhile, is updating the fabrics for its glider rockers. "We are going to redo all the fabrics," said Executive Vice President Fred Holland. That includes more velvets and prints, from domestic and offshore sources. "We want more diversified, modern looks to match up with current upholstery trends," he said.
With over half its business container-direct from China, gliders makes up 6% of Holland House's volume, he said, adding, "We do a nice job with gliders but our big business is bedroom, dining room and entertainment centers."
Holland House sells chiefly to independents. Its least-expensive glider, a solid-oak entry made in China, is priced at $109 landed if bought container-direct or $109 FOB if purchased through the warehouse, Holland said.
At Best Home Furnishings, gliders are benefiting from the company's special-order capabilities.
"For a while, everyone was trying to buy direct imports, but now they're interested in special order," said Sales Manager Greg Sicard. "The consumer is looking for choices." Best's 25 glider styles retail from $199 to $499, and the segment represents 25% to 30% of its volume.
Best is doing well with its Story Time gliders for expectant mothers, while also marketing gliders to the elderly. "They really like them," Sicard said. "They are easy to get in and out of and provide support."
Another major glider source, MAC Motion, is slimming down its gliders to appeal to more modern tastes.
"For the juvenile industry, we're making our gliders sleeker and a little more appealing and comfortable, rather than the traditional recliner or Bubba chair," said Executive Director Tony McCracken.
The company will roll out a two-piece swivel glider (Style #6301) in August. Featuring an overstuffed yet comfy look suited to expectant mothers, it's currently being tested in juvenile chains on both coasts. It's dressed in stain-resistant, textured microfiber in neutral sage or hazelnut.
MAC also is working with selected juvenile stores to apply fabric covers supplied by the stores to coordinate with other textile products.
Glider rockers also remain a staple at Coaster Co. of America, which is always making changes to keep the category fresh. "We may change the arms or the fabric, or add microfiber, or mix microfiber with vinyl," said Director of Marketing Toby Konetzny.
By changing arms and covers or adding a magazine pocket, Coaster stays in tune with urban design trends.
Coaster's 25 frames from Asia are priced from $99 to $199 container-direct, geared to budget-minded consumers with limited living space. "This works as a good price leader or as a hook to drive traffic," Konetzny said.
