Retailers seek value, options in motion
By Joan Gunin -- Furniture Today, November 2, 2008
HIGH POINT — Motion manufacturers made the best of a slow market by offering choice and value.
“We refocused our line in several areas to give more value for the money,” said Chuck Tidwell, Franklin Corp.'s vice president of merchandising and product development. “We were more aggressive and more creative. Business is being conducted in a different way because inflation and recession together are causing problems.”
At Franklin, retailers were receptive to an oversized sectional, ordinarily priced at $1,199 retail but now reduced to $999, with a leather front and a leather-mate back. Also popular was a group of recliners targeting retails of $299 for quick sell-through.
Some power recliner styles were already oversold at Franklin.
PeopLoungers and Hamilton Spill, meanwhile, provided multiple options to dealers on motion products.
Features including double recliners, consoles, sleeper units, stationary seating, loveseats and wedges at PeopLoungers, while Hamilton Spill's Ozio motion entries were all about scale and function, said Gary Harmon, vice president, soft goods, for Hamilton Spill.
With the addition of new sales territories, showroom attendance at Hamilton Spill was up 40% from last October, he said.
Leather Italia rolled out its Motion Italia program. Retail pricing started at $449 for all-leather recliners, and motion sofas were priced from $999 to $1,050.
“We're offering value and options all the way through (the line),” said CEO Michael Campbell, who added that the company saw “a healthy, even mix” of warehouse and container business.
Palliser garnered interest in its motion sofas, 95% of which had new covers or new styles, said Bryan Rach, product manager for motion. Intros included a group of high-leg, high style, wall-hugger recliners with a Leggett & Platt mechanism developed for these looks.
Bruce Sinning, vice president of merchandising at Berkline, said “everyone gravitated” toward the company's debut of three reclining units in a single sofa. The frame, available in power or manual, was marketed as a home theater option. Every style in Berkline's collection is offered in a leather or fabric cover.
Another value option, a new bonded leather cover from Global Textile Associates called Dan, received high marks from retailers for its softer hand, according to Sinning.
DeCoro drew interest with its first home theater groups, including one that could be configured as a two-, three- or four-seater. The entire motion collection, including home theater seating, is available with a power option for a slight upcharge.
For importer Man Wah/Cheers U.S.A, recliners continued to prove a bright spot due to values.
“This (category) is what the domestic guys have left, so now we're going after that piece of business, too,” said President Stephen Barr.
“(Their) domestic recliners cost as much as our import sofas at retail.”
At Catnapper, Senior Vice President Don Hunter said market went smoothly.
“We have priced our line at solid values and expanded our quality story, particularly with power,” he said.
At chair specialist MAC Motion, retailers were pleased by the choice of a contemporary swivel reclining chair with multi-position back in either top grade leather at $899 or in NextLeather brand bonded leather at $699.
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