Formal dining flies under the radar
Delivers function, design that casual can't match
By Jeff Linville -- Furniture Today, January 20, 2008
High Point — Categories like home entertainment and recliners might get more attention, but formal dining continues to perform well while flying under the radar.
Many dinette sources have claimed that formal dining has been surpassed by its little brother. According to some statistics, however (to paraphrase Mark Twain), reports of its demise are greatly exaggerated.
True, casual dining sales have increased, and units sold have grown faster than formal dining in recent years, but formal's sales are still 50% greater. According to Furniture/Today market research, estimated 2007 casual dining sales were $3.9 billion while formal dining hit $6.1 billion.
"We've seen very positive signs in formal dining business," said John Iasiello, vice president and director of product development at A.R.T. Furniture.
Making a style statement
One of the reasons formal dining has continued to hold its top spot is the category's growth into a style niche.
"A new category I see is the casual formal dining, which we are seeing as being a strong table with a smaller sideboard or server unit to complete the set," said Marco L. Confalone, president of Leda Furniture. He said he believes today's consumer is more interested in furniture that helps serve the family rather than show off grandma's china like a traditional buffet or hutch.
"We do still sell many hutches," said Confalone, "but not nearly as many as we do sideboards only, or curios."
Another draw for consumers has been the continuing trend to nontraditional tables. Customers still shop for 84-inch and 92-inch leg and double-pedestal tables, but because some want to go more casual, A.R.T. is offering more 60-inch rounds and square tables at 54 inches or 60 inches, said Iasiello.
With some dinette producers stepping up their sizes and designs, some question what it means to be "formal" or "casual" any more. Ed Tashjian, corporate marketing director for Century, said he dislikes the word "formal." Is it defined by which room it's in, he asks, or does it apply only to traditional designs or tables with a high sheen?
Century's Town & Country group is more casual, Omni uses exotic veneers, and Casa is rustic, he said. Yet, all three have dimensions that would suggest formal dining.
Furniture that lasts
In some cases, a better definition for formal would be to call it "grown-up" furniture. This isn't something cheap that college students use in dorm rooms, nor some rundown piece that Mom and Dad give the kid when she moves out of the house.
This furniture is built to last for decades, said Tashjian. Consumers will keep the suite for their rest of their lives, or at least until they buy a new house and want a fresh look.
Much of Bernhardt's dining success, meanwhile, comes from the company's attention to shape and function, according to Heather Eidenmiller, director of brand development.
One strong design for the company is a round table that expands with concentric leaves to welcome more guests. Another recent introduction offered a modified lazy Susan with black galaxy granite. The Tuscan Villa collection with big fabric-covered chairs is a big seller, she said, while Wilshire Boulevard, with white leather banquettes, has been a pleasant surprise.
When it comes to selling accessory pieces, storage draws interest for sideboards at A.R.T. Retailers also like the company's improved finishes, including the labor-intensive woolwax and machine rubbing that give high depth and clarity, said Iasiello. "It gives it a great look, but at A.R.T. prices," he said.
Finishes also are important at Leda, said Confalone.
"Feedback we have received from designers, retailers and from our Web site inquiries have revealed finish options to be a key factor consumers are wanting." He added that Leda is focusing on "new second finish offerings for our Astoria, Park Plaza and Allegro collections."
| Growth outlook | |||
|---|---|---|---|
| In billions of dollars | |||
| 2007 estimated | 2012 projected | change | |
| Source: Furniture/Today market research and Easy Analytic Software Inc. | |||
| Casual dining | $3.9 | $4.9 | 24.5% |
| Formal dining | $6.1 | $7.1 | 17.0% |
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