Motion producers promote domestic programs
By Joan Gunin -- Furniture Today, April 6, 2008
High Point — Manufacturers of motion upholstery are putting a big push on their domestic programs this market, as Chinese imports continue to be bogged down by pricing issues.
In addition, most motion executives expect a decent turnout this week with buyer representation largely from the East Coast.
"I am expecting a reasonably good turnout," said Mark Hedden, Flexsteel's director of sales and marketing, west. "The western portion of the country is not going to be as strong, of course — they go to Las Vegas. But it's nice to get as many people here as we can, especially to show them the introduction the size that we are having."
The Flexsteel motion program is focused on a formidable introduction of both domestically made (in Dublin, Ga., and Riverside, Calif.) and sourced products in recliners and motion, Hedden said.
"An important part of Flexsteel's success now is our price points on sourced product," he said. "Customers are looking for a domestic special-order resource. Not everyone wants one or two choices. We are able to offer a full array of covers domestically."
Hedden said this is particularly true for better, high-leg recliners dressed in nicer fabrics.
"They want to choose a better cover, especially when matching it up with a nice sofa," he said. "We have a lot of demand for that."
Alongside its domestic products, Flexsteel this market will offer a wide selection of new cut-and-sew leathers for recliners and motion frames.
Catnapper — showing in a new 30,000-square-foot space in the IHFC's Commerce wing (space 602) — is also encouraged by its domestic potential.
"Manufacturing in the United States is more viable than ever," said Randy Spak, senior vice president of sales and merchandising. "The momentum is shifting back to U.S. upholstery production because of the rampant inflation in China. The cost of labor, currency exchange, everything (offshore) is going up."
"The big change is that upholstery can still be done here and (conditions) are actually getting more favorable all the time," Spak said. "We're in a pretty good position."
Spak, however, predicted a light market attendance here, continuing the downward trend that has been evident in recent years. "Small and medium dealers choose not to attend because they go to another market or do not attend at all due to market conditions."
"The market itself will be challenging with retail being so difficult," he added. "The sheer number of markets (worldwide) makes it so that any new product offerings must be focused specifically on that particular market."
Catnapper's new products will target voids in its merchandise assortment.
These include the Humongous, a "massive" large-scale recliner shown at the January Las Vegas Market, as well as additions to its Comfort Choice collection, three-piece sectionals priced from $1,499 to $1,799. The company also will be featuring an updated leather/match offering with drop-down tables and optional massage at $999.
As for domestic manufacturing at Lane Home Furnishings, Gentry Long, vice president of reclining chairs and motion, said, "The tide is turning a bit. Retailers who have been sourcing finished goods out of China seem to be much more open to domestic goods.
"The bottom line is that the China goods are not as good of a value as they once were and I anticipate this trend will continue to pick up steam. We will continue to maintain a presence in China as needed but we will continue to primarily focus on domestic production."
Lane is featuring four new motion collections here, each with its own individualized look and distinct selling features. And the company is showing two new groups featuring its Comfort Cradle feature, including the Slingshot, dressed in Fusion performance fabric. The lineup includes a gliding reclining sectional, console loveseat, sofa and recliner.
This market, Lane's motion frames will feature "better" leathers, lifting the program beyond basic corrected grains and bonded leathers in promotional price points.
"We are looking for ways to step up instead of step down," Long said. "Consumers will buy better goods if we give them the choice at retail."
Additionally, Lane will extend its visual merchandising package to the motion category. "This program has proven to be very successful in the recliner category and I expect similar results in the motion category," he added.
Berkline/BenchCraft's marketing strategy focuses solely on the Berkline brand, emphasizing capabilities with recliners as well as select stationary products and a full line of imported upholstery. The company recently announced a major consolidation of production to its Tennessee facility.
In addition to an updated version of its best-selling Wallaway seat, which features an exclusive Leggett & Platt mechanism, Berkline plans to debut three Motionary collections of motion and stationary products.
Best Home Furnishings is featuring a series of motion/recliner frames dressed in family-friendly plaid fabric covers.
"It's one style that's been missing from our selection," said Eric Vollmer, advertising coordinator. The bold casual plaid is offered in three color motifs.
Best also has high hopes for its BodyRest recliner, outfitted with an exclusive Leggett & Platt mechanism that completely reclines into a full horizontal position — almost parallel to the floor. Originally introduced in fabric at the Las Vegas market in January, the recliner is now offered in a leather cover as well.
Dealers who buy the BodyRest receive a sales support package with brochures, posters, signs, newspaper ads, video footage and sales sheets, Vollmer said.
At Cheers/Man Wah Americas, President Steve Barr said, "It looks like it will be a good market because most of the people who bought last time are looking to restock." According to Barr, some retailers are substituting motion frames for dropped stationary slots.
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Motion producers promote domestic programs
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