Case goods tell a story at High Point Market
Thomas Russell -- Furniture Today, October 23, 2013
AT THE MARKET — For case goods vendors looking to regain market share, it's as important as ever to provide a story for the retail floor.
Legends Furniture’s Plateau collection includes this wall bed and a patent-pending Co-Z-Dresser, which features an electric fireplace unit. Made with acacia solids and veneers, the set retails at $1,999 for the queen bed, two floating nightstands, dresser and mirror.
Those resources that are offering elements of design, finish and function are winning at the High Point Market this week with commitments and orders.
For many, clarity of finish remains one of the most important selling points for retailers who appreciate telling a wood story on their floors.
High-end Italian-made case goods resource Selva is receiving high marks for its piano-gloss finish on a number of new collections featuring cherry veneers, including Vendome and Victoria. Retailers are drawn to the way this dark finish highlights wood grain patterns, particularly on tables and buffets.
Kincaid is also receiving strong marks from retailers for its execution of finish on its wood collections including the transitional Elise, which is made with solid Appalachian maple.
"They like the finish and where you can see the wood and the sleek transitional style," said Max Dyer, vice president of sales and marketing.
Finishes are also important at Chaddock, which is showcasing new collections designed by Larry Laslo. Dark, high-gloss finishes highlight grain patterns on dining tables, buffets and dressers made with alder veneers. Laslo also incorporates colors into various pieces ranging from upholstered headboards and armchairs to case pieces covered in raffia.
Dealers also are responding well to Chaddock's David Easton Collection, which offers softer, neutral tones in upholstery and light, natural fruitwood finishes on case goods such as dining and
occasional tables made with alder solids and veneers.
The company also is receiving positive response to the competitive price points it is offering on a line that is now mostly domestic. Efficiencies in its domestic manufacturing have cut prices as much as 40%, said Tom Powell, president and CEO.
"So much of the product that was once made offshore is now made domestically," he said, noting that 80% of the mix in the showroom is new product. "It has been a pretty amazing process, what we have been able to accomplish in the past 120 days."
Chaddock's attendance the first few days of market was up 20% from last October, Powell said.
Lighter finishes at Hekman, such the driftwood finish on the 26-piece coastal-inspired Sutton's Bay, are also doing well at market.
"Lighter finishes will replace what merlot has been in the last 10 years," said Neil McKenzie, director of product development. Sutton's Bay, an opening priced collection, features a trestle dining table and four chairs at $1,599. "People don't have to be in a coastal area to want this look in their homes."
Legends Furniture is doing well with its Brookside bedroom, which features a distressed antique white finish on a four-piece bedroom that retails at $1,399.
Innovations such as the new electric fireplace unit in Legends' patent-pending Co-Z-Dresser in its Plateau bedroom also are receiving strong response from retailers. Dealers like other features as well, such as the adjustable LED lights on nightstand panels.
"People are excited about it because it's so different," said Tim Donk, marketing director. "It will add pizzazz to anyone's program."
Licensed initiatives also are receiving both commitments and orders at sources including Lexington Home Brands, which is showing its new Island Traditions in Tommy Bahama Home. Dealers like the formal British Colonial styling as well as the slightly distressed hand-rubbed finish on Indonesian mahogany veneers.
Klaussner Home Furnishings says it is having one of its most successful markets in years thanks to the new Carolina Preserves, a collection done in partnership with North Carolina artist William Mangum.
The color palette of finishes and fabrics in the collection complements many of the hues in paintings that Mangum has done in celebration of his home state of North Carolina over the years.
Dealers like the relaxed styling of the collection as well as the coordinating finishes, an antique white that gives it a coastal look and a darker wood tone finish that gives it a lodge look.
"The response from our retail partners has been overwhelming," said Len Burke, vice president of marketing. "It has a good story to it and people understand that story."
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