Case goods sources succeed with short groups
By Thomas Russell -- Furniture Today, February 15, 2010
LAS VEGAS —
Except for a few notable exceptions, most case goods vendors here had success with short bedroom and dining room groups that offered dealers the essentials in each category.
In many cases, introductions here represented the core design strengths of suppliers wishing to stay close to their roots in still-uncertain economic times.
Many top-selling groups include five or six-piece bedrooms featuring one or two beds, dresser, mirror and nightstand combinations. Groups with media chests and other pieces such as lingerie chests and dressers with hidden jewelry storage also remained popular among dealers looking for a story to tell on their floor.
A number of new dining sets include one or two choices in dining tables and companion china cabinets, servers or buffets.
Broyhill reported strong interest and order-writing activity on a new dining collection added this market to a successful bedroom launched in October called Bryson. Dealers like the cottage-inspired design of the pine group as well as the light distressing and waxy hangup of the natural pine finish.
Two other new bedrooms by the company, Abbott Bay, an American traditional collection in a russet brown finish, and Schyler, a transitional bedroom with retro design influences in a merlot finish, also received strong interest and orders due to the style and pricing of the groups, which feature $875 retail queen beds.
Before market, the new groups had already gained high marks among consumers based on Broyhill's independent research, officials said.
“We don't expect your retail floor to be the testing ground,” said Lisa Hanly, a senior brand manager with company parent Furniture Brands International. “We test it first.”
Vaughan-Bassett received strong dealer interest in a new short transitional oak bedroom available in three finishes, including espresso, dark brownstone oak and light harvest oak. Retailing at $1,499 for a four-piece group, which includes a chest rather than a dresser, the group is similar to an existing successful offering in the company's linueup.
“It's a proven winner at a great price, and that's a winning formula,” said Doug Bassett, chief operating officer. “It's almost risk-free.”
The company and others also did well with groups that are set to ship in the coming weeks, offering retailers a chance to get goods on their floors almost immediately after market.
Responding to the price-sensitive landscape, Klaussner worked with its Vietnam factories to sharpen price points on existing bedrooms it had shown in October. These included a four-piece Shaker-inspired group that dropped from $1,299 to $1,199 retail and a four-piece contemporary cottage group that dropped from $1,599 to $1,499.
“We have ordered it and all dealers will get the price reduction,” said Chris Rayle, vice president of merchandising. “I don't think anybody will be unhappy about a price reduction.”
Other companies with short bedroom and dining rooms included Homelegance and Coaster. Homelegance did well with a number of contemporary to traditional bedrooms in the $1,299 to $1,499 retail range. Coaster reported success with four clean-lined transitional bedrooms to retail at $699 to $899, all of which are in stock and available for immediate shipment.
Some sources also said dealers were drawn to larger-scale collections.
Lexington Home Brands, for example, had a good market thanks largely to its newest Tommy Bahama Home collection, Ocean Club. Dealers liked the clean-lined, contemporary interpretation of island living, along with the mix of hickory veneers, woven and split rattan and crushed bamboo on table tops. Dealers also like the mixed-media elements such as travertine stone tops, decorative metal accents and wavy etched glass seen on the doors of a buffet.
AICO received strong response on its new design collaboration between actress and artist Jane Seymour and company founder and CEO Michael Amini.
The group has three distinct collections including a relaxed traditional group called Cobblestone Road, a European traditional-inspired group called Palace Gates, and a glamour-inspired group called Hollywood Swank, which features case pieces wrapped in faux alligator skin and a leather upholstered bed with crystal accents.
Dealers also liked the shell motif repeated through Palace Gates and the painted finishes and olive branch motif on Cobblestone Road, inspired by original artwork by Seymour. While some groups received stronger interest in different geographical markets, the company plans to cut all three, said AICO President Larry Rinaldi.
A.R.T. Furniture showed two branded collections with between 30 and 35 SKUs, offering dealers a wide selection in both bedroom and dining room. Dealers liked the traditional design elements of British Traditions and the lodge-inspired design of Stone Creek.
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Case goods sources find short groups meet needs
Feb 4, 2010
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