Value, comfort key in upholstery
By Gary Evans -- Furniture Today, March 22, 2010
HIGH POINT —
Stationary upholstery buyers at next month's High Point Market will see an emphasis on soft, casual frames, a continuing exuberance of color, and a dabbling in lower-priced programs to meet the challenges of a continued drought in the economy.
Those were some of the trends emerging from last week's Premarket here, based on the products and programs of about a dozen upholstery companies showing at the event.
There were still plenty of transitional silhouettes. But for the first time in many markets, it wasn't the only style in the limelight.
Transitional is sharing the High Point stage with comfy roll arm styles suitable for the family room, with a couple of factory people even saying they'd work in the den — a word almost gone from the home furnishings lexicon.
Sectionals and modulars fit right into this category, not only for great rooms but for other entertainment spaces as well. And classic traditional, given some new twists, got a more pronounced nudge here than in the past few markets.
A few companies also are keeping the collage look alive, including Clayton Marcus, where a section of the showroom was devoted to mixing, matching and layering effects.
Another source of buzz in the Clayton Marcus showroom in April will be a collection of fabrics from esteemed French textile artist Paule Marrot, giving the company's classic traditional frames a fresh look with her spirited designs.
Rowe, a sister brand to Clayton Marcus, also will have a strong color presentation with various takes on the market's hue du jour — green — including a contemporary acid green combined with gray.
“We're still not afraid to do bold,” said Stefanie Lucas, Rowe president and CEO.
Broyhill is adding to its modular and sectional program and to its traditional category. It also will offer family room-oriented groups that include a roll arm sofa with nailheads in a polyester chenille. “We've had a nice response to that,” said Cindi Goss, vice president of upholstery merchandising.
In addition, the company will offer cottage, traditional and contemporary groups at the $599 price points.
Schnadig, which earlier concentrated on a rollout of the Lauren by Ralph Lauren brand and other higher-end products, will focus on the lower-priced Schnadig line of both upholstery and case goods.
“It will be the opposite of last time,” said Jeff Young, chairman and CEO. “We're trying to fill the gaps.”
Kincaid will offer five frames and five interchangeable fabric packages this market, with larger-scaled den and living room looks that range from 91 inches to 102 inches, with 42-inch depth.
Sofas will retail from $1,599 to $1,799, including five pillows, and are designed “to give you that plush, lived in feel,” said Steve Beeker, vice president of upholstery sales and merchandising.
Comfort Designs also is going after comfort with a sofa group offering deep seating, five throw pillows, 2.5 density foam and down-back cushions, with the sofa retailing for $1,499. The company also showed a track arm transitional sectional with a wide chaise.
Craftmaster is adding products across the board this spring, including two new groups in its Paula Deen line and three in Better Homes and Gardens, said President Roy Calcagne. Major focuses will be on casual contemporary and on more color, not only in accent pillows but in body cloths as well.
Craftmaster will introduce six to eight groups in the $699 price points and will move up its price structure to include frames in the $999 to $1,199 price points in its year-old Premium Blend program. In its upper-end imported line, the company will add six to eight higher-styled groups with exposed wood trim.
Highland House is adding fabrics in colors like turquoise, as well as novelty fabrics, darker tapestry, velvets, textures and historical prints. The company also will focus on transitional, which has been its weak category, said President Parker Goss.
“We're not going off on a tangent and do 50 groups,” Goss said. “We will stay true to our niche but we also have to have a little of that to appeal to a broader market.”
The company's niche has been more traditional and eclectic, with several collections based on European regional styles.
Alan White/Sklar Peppler is adding three collections in Sunbrella performance fabrics to appeal to consumers wanting stain and fade resistance capabilities for family-friendly spaces, said Elaine Reeves, vice president of merchandising.
The company, which is adding new product across its line, also will present its initial offering of eight push-back recliners adapted from its line of 65 accent chairs. Also on tap is a promotional collection that, while not priced yet, will be below the company's usual price structure, Reeves said.
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