Versatility, storage drive ongoing growth in youth
By Lisa Casinger and Tanya K. Merritte -- Furniture Today, March 16, 2008
High Point — In 2006, about 5.3 million U.S. households spent roughly $5 billion buying furniture for youth bedrooms and other adult bedrooms, according to a survey conducted last year by TNS, a New York-based consulting firm.
Although the survey did not differentiate between pieces bought for kids' rooms versus other rooms, more than two-fifths of these households had children under the age of 6 at home, and another 16% had children between 6 and 18. With those figures, it's easy to conclude that a large number of people are buying furniture to outfit a child's room.
So what are they buying?
Manufacturers from across a range of youth categories said that storage, customization options and versatility are key to today's consumers, both parents and kids. The top-selling groups from many suppliers meet at least one, if not all, of these criteria.
Curtis Wenke, product manager for Stanley Furniture's Young America division, said the company's best-selling group is myHaven, a cottage group offered in 20 colors, including vibrant painted colors and wood tones. Wenke said many customers are choosing to mix and match, creating their own look.
"We're seeing the personalization and customization trend," he said. "(It gives you) the opportunity to differentiate yourself."
Anne Russell, vice president of merchandising for The Powell Co., echoed that sentiment. The company's Little Miss Matched collection, introduced at the fall High Point market, is already its best-selling girl's line. The collection features two groups — Sketchorama, a wood group covered with a dry-erase surface, allowing girls to draw and write on the furniture; and Switcharoo, a metal group with interchangeable colored and patterned panels.
Russell said the line's versatility is a big factor in its success, since it allows "girls to change and grow with the product as they grow."
Looking to build on this program's success, Powell plans to debut a similar product for boys at High Point next month.
As has been the case for the past couple of years, dark finishes in contemporary styles, particularly those targeted to tweens and teens, continue to command attention, though feminine designs also appear to be making a resurgence. Ultra-feminine details such as fancifully cut clear drawer pulls, floral motifs, poster beds and carvings are just some of the accents showing up on the latest collections.
And while white remains the finish of choice for most girls' groups, yellow and various shades of green are popping up as well.
While sales of full beds for youth are on the rise, manufacturers said twin remains the best-selling size.
Monica Hill, brand manager for mattress maker Simmons Kids, said the company has seen an increase in demand for different sizes, including twin XL, a longer version of the standard twin mattress. She also noted that the company's two youth lines, Slumber Time and Beautyrest Beginnings, are available in either a standard height or "RiteHeight," a lower-profile version designed to fit bunk beds and trundles.
"Parents are starting to value the quality of a good night's sleep," she said.
Responding to consumers' concern about the use of lead paint in kids' toys imported from China, many youth sources are putting more emphasis on the safety and health features of their products. For example, Khoury Furniture has launched Louisville, a 12- SKU ash group that uses water-based, non-toxic finishes. The group is Smartwood-certified by the Rainforest Alliance, according to Daniel Khoury, owner and CEO of Khoury Furniture.
When it comes to trends across the juvenile/youth industry, color palettes seem to be toning down. Instead of just primary reds, yellows, blues and greens, new collections feature rather muted but still-saturated shades.
The black-and-white trend is still going strong, possibly even picking up momentum. But now, manufacturers are punching up this combination with other colors, sometimes so much so that the story becomes about the other hues rather than the black and white. Prints are becoming bolder and larger as well, whether it's floral motifs, block patterns or themes. Details like metallic prints and beads, argyle and more are on the horizon.
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Versatility, storage drive ongoing growth in youth
Mar 16, 2008
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