Multiple features keep motion moving
By Joan Gunin -- Furniture Today, September 21, 2008
HIGH POINT — Times continue to be tough at retail, but motion seating sources are seeing strong activity in value-priced, feature-laden frames.
At Franklin Corp., Chuck Tidwell, vice president of merchandising and product development, said the company's “super sofas” are driving good business. “Super sofas” are motion models tricked out with lots of bells and whistles.
Franklin's Dunbar “super sofa” is popular due to its scale, multiple features and competitive price point, Tidwell said. The chenille-covered frame has a concealed drop-down table with cupholder; optional built-in heat and massage; pivoting reading lights in a raised headrest; arm storage with a “dashboard” type panel of controls that swings up for use; and pull-out center storage.
Franklin also has had good results with Baltimore, a motion sofa with a drop-down table, dressed in better leather. Outfitted with Premium Select seating comfort, the sofa retails at $1,099.
At La-Z-Boy, Penny Eudy, product manager of upholstery, said Larson is the No. 1 selling motion sofa, while the Skyler also is gaining in popularity.
The Skyler's clean design sports an inside release, making it appear to be stationary. Offered as a complete motion group, it retails at $1,099 in fabric or at $1,999 in leather.
Consumers also have taken to La-Z-Boy's new brushed metal handle control option — in lieu of wood — that was introduced this year, Eudy said.
Lane Home Furnishings has seen good sell-through with its Talon sectional. The modern-themed collection features pillowtop seating and multi-functional reclining comfort.
Michael Herman, Lane's merchandise manager for motion upholstery, credits Talon's appeal in part to a fabric collage cover option.
Strengthening value
“Fabric collage looks (like on the Talon) are really hot for Lane right now,” Herman said. “There is great perceived value in the customers' eyes, and the style offers plenty of scale, function and comfort for the price. We're excited about the direction we see motion heading.”
Size and color options have helped DeCoro USA push motion into the forefront. Right now, consumers are responding to larger scaling as well as better leathers — “in tones from caramels and cognacs to deeper chocolates,” said Heath Corso, executive vice president.
Already DeCoro's fastest-growing category in North America, motion will be expanded into home theater at the October market.
Leather Italia USA is seeing success with larger scaling, as the oversized Baker has proven to be one of the top sellers this year, said Michael Campbell, president and CEO. “It is doing well at retail because it appeals to both the lifestyle consumer and the fashion-conscious consumer.”
This fully reclining frame “offers massive value for the consumer at retail,” Campbell added.
Fully padded on the front, sides and back, it is completely tailored and dressed in natural grain aniline in a brandy finish with slight sauvage effect.
At Hamilton Spill, padded suede covers continue to do well in reclining sofas. But consumers also are asking for new, non-suede covers and bonded leathers — in colors ranging from off-white to burgundy.
“We also are having strong sales combining a new chocolate pinwale corduroy and chocolate matte finish polyurethane on a more tailored motion group,” said Gary Harmon, vice president of soft goods.
With rising material and freight costs causing price pressures throughout the motion category, Hamilton Spill is looking to enhance value by adding more function (including consoles, power activation and storage) on every style.
Celine, a new footprint for smaller homes, is placing well, Harmon said. Available in a various covers, the sofa offers motion on one side and a comfy chaise on the other.
Larry Crink, executive vice president of sales and marketing for PeopLoungers, agreed that padded suedes are gaining strength at retail.
“Polyester skin looks and padded suedes are still selling very well in most areas of the United States, while darker leather colors (expresso, mahogany, mink, chocolate) account for the majority of current sales volume,” he said.
Style enhancements
Consumers are also interested in “motion that doesn't look like motion” frames in either bonded leather or fabric combinations that can retail as low as $799, Crink said.
David Blum, manager of Aspenhome's leather division, said the Bel Aire modular frame, which has been in stores about six months, is its best-selling motion model right now “because it's multi-functional.”
“A customer can take a singular piece (sofa, loveseat, chair, ottoman or recliner) and create any group they want (sofa, sectional or home theater) with the added plus of motion,” Blum explained. All pieces are available in leather or fabric.
Aspenhome provides point-of-purchase displays on the floor for each of its pieces, allowing the consumer to easily shop for various configurations.
Power a plus
Catnapper, Emerald and Prestige Motion all report high consumer interest in power activation seating.
Michael Cohen, vice president of sales and marketing for Emerald Home Furnishings, said power motion is a favorite among consumers due to its function, style and variety.
“Emerald introduced glider and power motion at the Las Vegas Market and we've seen great success with those items already,” Cohen said. “Our aggressive pricing on power motion has been well-received and we are working on more new product for this growing category.”
Emerald's best-selling motion frame — No. U7130, a two-tone microfiber/polyurethane combination — “is very popular with consumers right now,” he said. “In addition to the look and price, this set is comfortable and roomy, not overbearing.”
Michael Parasmo, president of Prestige Motion, said ease of operation is a key to power motion's appeal.
“People are buying the home entertainment concept for total relaxation in their homes. Along with flat-screen TVs and gadgets, that's what America likes when they relax.”
Five Pow'r Lounger introductions scored well for Catnapper at July's Las Vegas Market, including the Jackpot collection, which combines a Pow'r Lounger sofa, reclining chaise and recliner.
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