Metal beds updated to sharpen price points
By Thomas Russell -- Furniture Today, November 3, 2008
HIGH POINT — Metal bed vendors showing at market here tailored their product mix to the slow economy, with limited introductions or slight changes to existing goods to help sharpen some price points.
At the same time, they offered a value story in styles and finishes that appear to be striking a chord with still-cautious retailers.
Domestic iron bed manufacturer Wesley Allen showed five new models compared with 11 a year ago. Each received interest from retailers, but the two most popular models were the Malibu, a $999 contemporary bed with a slight sleigh-shaped tilt to the headboard, and the Catalan, a Spanish-influenced bed set to retail at $1,049.
The lower number of introductions had less to do with the economy than with the desire to offer a better value story, said President Victor Sawan.
“Our intentions are not to introduce too many SKUs. We want to introduce fewer and better SKUs,” said Sawan. “We introduce product we believe the marketplace wants to buy at the price points they want to pay.… We are not here to sell product, we are here to fulfill (retailers') business needs.”
Hillsdale Furniture had an aggressive metal beds launch with 15 new models, about normal for the company. Hillsdale also sharpened its starting price points from $129 to $99 for a complete queen sized model.
“The dealers are looking for specials,” said Uri Glattstein, CEO. “Times are tough.”
Instead of launching entirely new introductions, importer Fashion Bed Group tweaked product it launched at the July Las Vegas Market. For example, in High Point it went with a simpler finish on its Athens bed, which cut the retail price from $699 to $599.
It also changed the look of its $399 Grid bed by including a perforated woven strip of metal in the headboard and footboard, rather than the previous solid woven strip. The subtle change is impressed dealers with its more contemporary look and feel, officials said. The company also changed the finish on its $399 St. Louis bed from a dark blue to a glossy black.
Powell Co., another import specialist, showed a new day bed and a new metal bed, both of which received interest from retailers. Huntington is a $349 traditional metal bed in a brushed gold over black and silver finish, and Auburn is a $299 antique reproduction day bed with heavy castings, turned posts and flattened egg-shaped finials.
Canadian manufacturer Amisco showed a new metal bed called Samson, its first canopy model in seven years. Available in 10 finishes, the $799 bed also comes in head and footboard and headboard-only options.
The company said the bed was a hit with retailers, who liked its clean-lined yet whimsical approach, as seen in the wavy spindles on the head and footboard.
Metal beds vendors also focused their efforts on helping retailers with limited floor space to better merchandise the category. In its showroom, Wesley Allen set up its Showcase display, highlighting several top sellers in 250 square feet.
“You have to merchandise it right,” said company Director Wesley Sawan, adding that retailers can select the models they want to showcase depending on what does well in their market. “If you don't put effort into merchandising, it's an uphill battle.”
Powell showed some of its top sellers in a short-rail display for the same reason — to help retailer find new ways to show more models in a limited space.
Fashion Bed Group also had success showcasing its best-sellers in a short-rail format. It also did well with a promotion on four beds — two metal and two wood — priced to retail at $399 rather than $549.
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