Function, comfort drive motion
By Joan Gunin -- Furniture Today, March 2, 2008
High Point — Be it a specific cover, program concept, frame design or pricing strategy, various factors are helping the motion category maintain its status as a retail standout.
But in the end, sometimes it all comes down to comfort.
The motion category continues to grow, despite the tough business climate. Consumers spent $3.7 billion on the category in 2007 — a 5.5% increase over sales of $3.5 billion in 2006, according to Furniture/Today market research.
And, over the next five years, the category is expected to rise to $4.5 billion — an increase of 23.3%.
Canadian-based Palliser has done well recently with its Great Rooms by Palliser program. Introduced in April 2006, the platform has grown to five frames with more to come at High Point this spring.
"Our goal is to blur the lines between stationary and motion (in terms of outward appearance)," said John Phillips, executive vice president of sales, upholstery.
Each entry is offered as a modular concept as well as a freestanding sofa with dual-recline functions. Targeting the upper end of the mid-price range with retails from $1,299 to $1,499, Palliser features better leathers on these products. Fabric covers also are available.
"The dealers that are buying in see the opportunity for better price tickets," Phillips said. "(The approach) fights deflation and provides better dollar margins."
Palliser encourages retailers to run as many combinations as they want of the same frame. "Show it one way or another or use point-of-purchase," Phillips said. More than 100 leathers and 200 fabrics are offered.
Value plus look equals sales
Albany Inds. is seeing good results in motion with power features and bonded covers. "It's the value and the look," said Jay Cochrane, vice president of merchandising.
"Power has been around for a while but the motors are now worry-free, easy to replace and have battery back-up," Cochrane said. "These features are less complicated — more user-friendly."
Albany is seeing a surge in demand for bonded leather. "We introduced a (bonded) motion group in Las Vegas that did really well," Cochrane said.
Kerry Lebensburger, president of sales for Ashley Home Furnishings, also cited power as a selling point for motion.
"Power is doing well," Lebensburger said. "People are looking for something else. People with money to spend want something rich. They will buy nice things for the family room.
Previously, (power) was exclusively a higher-end buy but now it's become more affordable."
Canada's Elran is seeing success in leather and leather/vinyl cover applications.
While much of the company's business is driven by microsuede covers, President Sheldon Lubin said Elran has seen interest moving toward leather lately.
Leather and leather/vinyl are a good match for motion, Lubin said, and the price points also are attractive.
Another reason that leather is on the rise in motion, he said, is the lack of product from domestic fabric mills.
"There are so very few (sources) left, so your options become the simplest way for the consumer because they are not going to wait three to four months (for delivery)," he said. "But we still offer custom order, with two-week delivery, made domestically in North America."
At Hamilton Spill, Gary Harmon, vice president, softgoods, said bonded leather and padded suede have helped spur sales of its new motion line.
Padded suede appeals to both men and women, he said. And while motion seems to be something of a "given" with men, "The look and feel of (padded suede) has helped to popularize (motion) with women. It works as a compromise."
Bonded gaining acceptance
As for bonded, Harmon said he witnessed "universal acceptance of the majors to bonded leather" at the January Las Vegas Market. "The converts (that bonded) won on the stationary side are now welcoming it to motion."
The look and price of bonded leather are proving an unbeatable draw, Harmon said.
At Best Home Furnishings, a move to expand the company's contemporary offerings has sparked new activity in motion.
"We are doing more contemporary looks with not only fabric, but now leather, too," said Sales Manager Greg Sicard. "We have introduced leather to our contemporary and transitional motion frames whereas before most of our leathers were on traditional frames."
Executives at Leather Italia U.S.A. and Douglas Furniture both point to strategic pricing as a key factor in their motion success.
Leather Italia U.S.A. is doing well with transitional "day in, day out" frames priced from $799 to $899 retail, said President Michael Campbell. "Leather offers a look and a price in a price-driven category, plus there is great demand for it at retail."
For Douglas, aggressive pricing is key with motion entries priced at $699 retail and sectionals from $999 to $1,999.
Douglas also hit it big in Las Vegas with its Hondo Command Center. The elongated sectional with three individual recliner seats and other options provides "home theater with a flair," said Michael Cohen, vice president of sales, west. "It has more of a living room feel to it than just home theater."
Ithaca, a motion sofa at $799, also placed well "because it has a comfort story," Cohen said.
At Broyhill, what's working best are leather styles that don't resemble typical motion frames, with extra attention to detail in tailoring, seating and frame construction.
"We are also emphasizing better-quality leathers with unmatched hand and luster," said Anthony Teague, vice president of merchandising, upholstery. "The category always comes down to comfort, as it is a given in the motion business that comfort is the overriding reason for the purchase."
Leather Italia readies showroom
08/10/2009Upholstery sources preview new colors, looks
09/21/2008Leather sources enhancing value, styling
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