New covers, options spark gains in motion
Motion furniture category stays aggressive through creative strategy
Joan Gunin -- Furniture Today, October 5, 2007
AT THE MARKET — The motion category is seeing significant growth this market, exhibitors say, perhaps even taking slots away from stationary upholstery. At Coaster Co. of America, “Motion has been our fastest growth category, led by a growing demand for fabric and other non-leather covers,” said Sam Contreras, product manager, living room. “The motion category in general has seen strong business because we have found creative ways to gain market share and stay aggressive,” he added. Motion also is being featured at Emerald, where President David Beckmann attributed its popularity to the power of such high-performance fabrics as Bella, an imported velvet. “It has a real plush feel, and with cover applications so important, the motion category now has traction,” he said. “Initially, we (manufacturers) could get only leather out of China, but now with all sorts of fabrics being offered, motion is able to compete on the same level (as stationary) for value.” At DeCoro, Heath Corso, executive vice president of sales and marketing, said the momentum in the motion category also is being spurred by such options as power motion and modular motion choices. Elsewhere here, Lane Home Furnishings introduced imported motion, and Broyhill entered the motion category, also with an import program. Strong dealer placements at Lane made this “the best motion market in a very, very long time,” said Michael Herman, merchandise manager for motion. He said Lane is focusing on comfort and better covers in the category, “and dealers are noticing that the comfort is there, with the frames sitting nicely, and soft covers adding to the comfort.” Lane also had good response to its wide variety of cover combinations, Herman said. At Broyhill, where transitional styles proved more popular than traditional entries, the category is intended to ramp up the company’s position as a complete source for retailers. Franklin is doing well this week by combining softer design elements, Premium Select seating comfort and larger frames, said Chuck Tidwell, vice president of merchandising and product development. Countering smaller-sized imported frames at lower price points, Franklin also stepped up with larger frames to hit those same sharp prices. In addition, Franklin is offering such motion options as a center rocker recliner within a motion configuration, “making a non-functional seat functional,” Tidwell said. “Every seat now has functionality.” The domestic manufacturer also introduced a power touch control button that shortens the ride from the typical eight-to-14 seconds to six seconds, which Tidwell said allows users consumers to more quickly answer a telephone or doorbell. Catnapper enjoyed success here with its Leather-Touch covers, featuring better top-grain cowhide retailing at $999 for a sofa, said Senior Vice President Don Hunter. Another Catnapper program, Comfort Choices, drew a positive reaction. Upholstered wedges, available in fabric or leather covers, extend the length of a reclining sofa, loveseat or sleeper configuration. These groups retail from $1,499 to $1,999. Aspenhome added custom configurations to its existing power motion sofas Burbank and Beverly Hills. The frames can be hooked together in a modular component format for a traditional seating arrangement, from sofa to home theater, complete with cupholders. “This gives retailers more options on the floor to sell,” said Marketing Manager Renee Loper. “You can floor it as a sofa or sell it as home theater seating. It maximizes the selling space.” Aspenhome is offering point-of-purchase materials to fully describe the many configurations. The seating is dressed in leather only, in two colors. In recliners, Lane added 19 frames this market with an exclusive zero-gravity mechanism that provides unlimited reclining positions. La-Z-Boy, meanwhile, offered seven new fashion leathers from its Miami palette, while Flexsteel added a series of imported leather recliners at $399 retail.
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