New options drive resurgence of sectionals
By Gary Evans -- Furniture Today, March 8, 2010
HIGH POINT — Sectionals are hot again. And in these times, when selling even one piece of furniture is a challenging task, the ticket price that comes from selling the two, three and sometimes more pieces that make up a sectional can be a godsend for retailers.
Contributing to strong sales is the fact that many of today's sectionals have been scaled so that consumers can fit as few as two, easily configurable pieces — which sometimes includes a chaise — into compact, condo-sized spaces. At the same time, sectionals still can be gigantic with pieces added ad infinitum to fill a Texas-sized house.
Also driving sales is the re-emphasis of family oriented Great Rooms, where everybody can pile onto furniture that is both cozy and practical, as well as the renewed popularity of home entertainment centers.
Furniture/Today asked a cross section of retailers from across the country about which stationary fabric sectionals are selling well for them right now. Here are the highlights.
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Product: Burton James' Modern Luxe.
Key features: The No. 629 sectional offers a choice of seven arm styles and a wide range of configurations, sizes and fabrics. The unit, with deep, plush seating, is priced at $4,999 retail.
Why it sells: Darwin Bauer, CEO of Ambiance Unlimited in Palm Desert, Calif., said “the whole industry has gone to a get-whatever-you-want” approach to upholstery. Burton James' No. 629 model allows consumers to choose from a variety of arms, backs, seats, skirt treatments, legs and cushion construction. “It's a no-brainer for us retailers and design firms who have limited real estate and are trying to maximize floor space and our sales potential,” Bauer said. “You can put in 100 different SKUs and eat up 100,000 square feet and have a tremendous amount of money invested in inventory. Or you can do what we do and show one SKU from several different manufacturers.” The No. 629 is “a great frame,” Bauer added, “and kind of where the market's going. We are absolute believers in that.”
Product: Broyhill's Veronica.
Key features: Veronica, in casual traditional styling, has bordered back and seat cushions that give it a clean, well-tailored look. It's available in microfiber as well as a variety of fabrics. Veronica will be supported with national advertising in House Beautiful's May issue. It is priced at $3,099.
Why it sells: “Today, what we're finding in fabrics is consumers want what they want and they want custom options,” said Bridget Lilly, upholstery buyer for Indian River Furniture in Rockledge, Fla. “The days of (just offering) 'what you see is what you get' seem to be coming to an end.” She singled out Broyhill's Veronica as a major mover “that we just keep cranking out. It's an older one in a microfiber in a price point that just keeps (selling).” She added that consumers also like the design-it-yourself collections that the store sells from Kincaid and Thomasville.
Product: Flexsteel's Westside.
Key features: Westside is available with six leg finishes and comes standard with plush yet resilient cushions. The price point ranges from $2,399 to $3,199, depending on the configuration.
Why it sells: Bill Bradley, merchandise manager for Interiors in Lancaster, Pa., said the Westside sectional has a great story to tell because of its Kashmira cover. He describes Kashmira as “an unbelievable fabric,” which resists spills, stains, ink, gum, kids and pets. The leather-like nylon cover, exclusive to Flexsteel, has an extremely smooth hand. Westside is available in a variety of fabrics but Bradley said that Kashmira accounts for about half of sales. “The (age) appeal is from the mid-20s right up to 55. It has a lot of versatility,” he said. “It's smaller scale and has a transitional look. But you can make it up to work in any setting.” The upscale retailer carries a wide range of price points, from Klaussner at the entry level through Century, Drexel and Stickley at the top.
Product: Guildcraft's Quantum.
Key features: This contemporary-styled modular design is offered with a plush, relaxing combination of super-soft microfiber and bold, bycast leather. The simple, three-piece system allows custom configurations to perfectly fit into any living space. Pieces are priced around $199 each.
Why it sells: Debbie Gursley, buyer and merchandiser for the Old Cannery Furniture Warehouse in Sumner, Wash., said modular models are key sellers in the store's sectional category. “We bring them in from a few different vendors,” she said, noting that the company carries excellent strong sellers from Los Angeles-based Guildcraft. “They seem to be well built, well priced and a great look — a great sit. It's the whole package, and you absolutely can't get more versatile than modular sectionals.”
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