Leather sources spotlight stepped-up covers
By Joan Gunin -- Furniture Today, April 20, 2008
High Point — Leather upholstery producers here stepped up with better leathers and spotlighted U.S.-made goods, attempting to give consumers greater value in the midst of rising prices.
Palliser offered its Great Rooms collection — an extension of its Elements line — highlighting 11 frames in a choice of stationary or motion configurations, as well as arm treatments, ottomans or chaises in leather or fabric covers. Dealers here were quite pleased with the diversity of size, shape, function and covers.
"It is a more complicated product so it lends itself to special order and domestic production," said Palliser President Art DeFehr. The showroom saw virtually the same number of retailers as last April, he said.
Klaussner offered its domestically produced, high-end Distinctions line in either leather or fabric covers. The company also added better leathers and generous scaling to its Klaussner Leather cut-and-sew line and its San Marco special order import line.
Dealers reacted well to the ability to "buy into a better quality story," said Jay Foscue, senior vice president of merchandising.
Flexsteel too capitalized on a domestic story. As sourced product continues to escalate in price, "We see great opportunity with our domestic leather selection," said Lee Fautsch, vice president of sales, residential.
Retailers liked remarried colors on existing domestic bestsellers, he said. Also popular was Kashmira, the company's exclusive stain-resistant, suede-like textured nylon cover launched last fall. Flexsteel's better leathers — which have been less affected by cost increases than promotional counterparts — also received good play from buyers, Fautsch said.
At Natuzzi, retailers reacted with optimism to a revitalized branding concept, said President Cary Benson. For the United States and Canada, Natuzzi has renamed its premium line: the former Pasquale Natuzzi Collection is now simply Natuzzi Italy.
Its non-Italian production (including China and Brazil), representing the bulk of its business at 55%, shifts from Natuzzi Living to Natuzzi Editions and gains the tag line, "The Essence of Comfort."
At the market, Benson said, "We had an aggressive goal for gaining new floor placements, and thanks to great product and our talented sales team we exceeded our goal by 29%."
Robinson & Robinson enjoyed good reaction to its broad use of color on the floor — blues, greens, coppers — as well as its series of curvaceous sectionals.
The company, with production in Tijuana, Mexico, "adjusted prices accordingly" this market, said Group President Peter Robinson.
"It's a different climate," Robinson said. "We attacked avenues of opportunity with as much enthusiasm and creative talent as we have. With raw materials, transportation costs, related fuel and oil increases, the cost of doing business is not what it was last year."
Retailers at Lane Home Furnishings appreciated the company's shift to better leathers for its domestically assembled cut-and-sew program, said David Wormald, leather merchandise manager.
DeCoro reported good dealer interest in its casual contemporary looks with feather-fill seating, while traditional looks continued to show strength. Additionally, a quieter German motor for its power motion upholstery was well received.
DeCoro had already absorbed significant increases in its costs "to make it to this point," but did pass on some price increases, said Heath Corso, executive vice president of sales and marketing. However, he said, he found less resistance to price hikes from merchants than in the past.
"Retailers perceive the increases are real and affect everyone," he said. DeCoro's hikes will vary from 5% to 7%.
At Chateau d'Ax, retailers found favor with the company's "more functional furniture for today's lifestyles," said Harry Cierler, director of North American operations.
Chateau d'Ax raised prices before market by 3% to 10% depending on where the product was made (China, Italy, Romania) and how long it has been in the line, he said.
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