Traditional sofas appeal to young
By Joan Gunin -- Furniture Today, December 16, 2007
High Point — Often seen as an extension of the popular leather club chair, sofas with classic design elements were in abundance at the High Point Market this fall, as producers and retailers take aim at a younger, yet confident crop of consumers drawn to the style.
These tried-and-true looks, often referred to as library looks, conjure up visions of wood paneling, fireplaces, port wine, wall ladders and shelves of books.
Traditional leather tends to be defined by its details. From exposed wood and nailhead treatments to rolled arms and tufted tailoring, these seats are enhanced by choice leathers.
"There has been so much growth in leather driven by lower prices and imports, that in the beginning it was easy to produce round-arm generic sofas," said Jena Hall, vice president of merchandising and design for aspenhome. "(These products were) sold by value. But with so much of it out there now, in order to differentiate the product, some smart manufacturers are turning to traditional."
Traditional looks are enjoying a resurgence, Hall said, because the category is being updated to appeal to a younger audience.
"It's more refined and restrained. It is appealing to a younger market that tends to like a cleaner product."
These consumers "have outgrown Pottery Barn and want a little more ornamentation — not over the top or gaudy, but more sophisticated," she said.
Gabrielle Galardo, vice president of marketing for Elite Leather, added, "Today, there is a newfound appreciation for traditional and classic designs. You see it at every price point, and I think it's being supported by a younger audience more than ever before."
Warm, inviting and comfortable
Similarly, Cecily Zagaroli, director of merchandising and co-owner of Zagaroli Classics, said, "While Zagaroli has always had a significant number or traditional SKUs in our lineup, we have definitely seen a renewed interest in 'cozy' leather styles with an even more traditional feel as people are staying home more."
Historically, Zagaroli said, the company has looked to its '50-and-up' demographic for support, "but more and more, our younger clients who seem to want to instantly create a warm, inviting home environment are choosing our traditional pieces with really comfortable leathers and interesting textures.
"The 'new' traditional styles we showed at the market definitely have a trendier take on established looks — especially the hair-on-hide treatments and distressed leathers. We are delighted by this renewed interest; it gets us back to our roots."
Flexsteel's leather assortment also is rooted in traditional styling. Carrie Bleile, vice president of merchandising, said the industry first looked to China to import Euro-contemporary looks, saturated the market and then turned to transitional.
"Now you see leather styles with carved wood trim and leather-and-fabric combinations. This is going back to more formal traditional looks because there are now sources in China that do that, too."
Bleile said the growing popularity of traditional design elements fits in with the cocooning trend.
"When the world is at war and all you want to do is cocoon, where do you go? Those traditional 'library' type looks can certainly provide that — especially for us Baby Boomers."
Beyond brown
The design elements associated with traditional themes also work to propel the product beyond a "sea of brown," aspenhome's Hall said. These pieces sport a variety of design details, including pleated, fanned, rolled or Charles of London arms, tuxedo or chesterfield backs, and tufted details, as well as exposed wood.
"In our case, from a collections' standpoint and with our case goods, we can use show wood as a complement," Hall said. "The use of show wood opens up the floodgate of design opportunities to differentiate the product."
The traditional category also benefits when wrapped in such jewel tones as hunter, cordovan, navy and harvest-tinged leathers. Rich colorations, working in concert with sophisticated leather applications, can soften the look and feel of an otherwise masculine seat.
"They can glaze and pad the leather to soften it," she said. "All of that adds to the value."
While the price of labor in China has gone up, Hall continued, the hand carving skills have always been there. "And that, in combination with well-developed leathers, allows you to create something special," she added.
Jody Eckard, vice president of sales for Distinction Leather, agreed. "Traditional has never gone away; it is just a matter of refining the traditional look."
One approach, he said, is to combine leather with fabric on one frame. "It's a different spin on an existing frame, yet it refreshes the traditional look."
Traditional entries remain the bulk of Distinction's line but, in the past year, more transitional looks have begun to creep in.
"As a company, we were always strong in traditional but wanted to broaden our line and have added a nice range of transitional. The move toward transitional has helped us gain new customers," said Eckard.
Traditional still appeals to a certain taste level, agreed executives at Bradington-Young and Sarreid.
"The best-selling sofa in our line is one of the most expensive sofas we offer," said David Hicks, national sales manager for Bradington-Young. "This is testimony that if the look and the comfort are executed correctly, the frame will sell."
Bradington-Young's best-selling sofas run from traditional to transitional, Hicks added. The selection has evolved from "strictly traditional to a traditional look that adds some new shapes, turns and elegance to the style of the frames."
When it comes to traditional leathers, Sarreid President Alex Sarratt said, people recognize its value. "People know it's costly. Those who really understand traditional forms are better educated and middle- to high-income. Leather is not a mass market product; it costs more to manufacture."
At Robinson & Robinson, President Peter Robinson said, "Library looks are not so much a niche but one of those classic things that's been around ever since leather has been in existence. It's not filling a void, it's timeless -- like Bogart movies -- and it won't go away."
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