Case goods strategies shift at Las Vegas Market
Vendors pursue younger consumers, down-sizers
Tom Russell -- Furniture Today, January 26, 2011
AT THE MARKET - Case goods vendors here are adjusting their merchandising and product development strategies to address targeted demographics and a changing marketplace.
In some cases that means focusing on younger consumers with clean-lined casual contemporary or transitional goods. In others, it means focusing on consumers who are scaling back to smaller living spaces.
These and similar strategies are having success with retailers looking to update their floors with goods that combine style and function.
Pulaski Furniture's latest Tangerine collection targets millennial consumers in their 20s with a short new transitional bedroom group made with prima vera veneers in a mink finish and champagne hardware.
A four-piece bedroom retails at $1,999. Retailers like features such as full extension drawer guides and nightstands with touch lighting and charging stations, and are drawn to signature pieces such as a $999 retail chest that has a pull-out work surface and door storage, and also can hold a flat panel TV.
Aspenhome is targeting millennial consumers with bedroom and dining room product in settings that reflect the way younger consumers live. Popular functional features include storage beds, full extension drawers, charging stations and electrical outlets.
Two new collections, Lincoln Park and Tamarind, also offer upscale transitional and urban looks that also appeal to younger consumers. The company reports strong commitments and orders from dealers who like the mix of beds - each collection has panel and sleigh versions - and dining tables including round, oval, leg and counter height footprints.
Each collection also features media dressers that can double as desks and a server that also can hold a wide screen TV.
AICO reports strong order writing activity on new pieces in its Jane Seymour/Michael Amini licensed collection, Hollywood Swank. It also is doing well with two other existing collections that have been scaled down for people moving to smaller homes.
"Right now a lot of people are cutting back," said Michael Amini, founder and CEO. "People want smaller houses so they can better manage the payment."
Venetian II and Monte Carlo II retain their traditional European design flair while offering smaller nightstands and dressers. AICO said dealers like the smaller scale items also because they achieve slightly lower price points, at a time when the market is susceptible to price increases because of higher raw materials and shipping costs.
Leggett & Platt is receiving strong commitments and orders on new day beds retailing from $199 to $399. These have 30-inch widths compared to a typical 39-inch width, making them more comfortable for seating.
Some 13 other new metal beds, mostly in transitional or soft contemporary looks that would appeal to younger consumers, also are getting strong response from dealers. They also like the competitive price points, ranging from $349 to $599.
"People are really in a buying mode now," said Herman Tam, vice president of sales and marketing for L&P's Consumer Products Group. "The last time (in August) people were just browsing. Now they are here to shop."
Many case goods companies are placing their introductions in production early. Aspenhome will likely place orders for cuttings immediately after market if not sooner. Leggett has many of its goods already in production and they are expected to hit retail by early April.
Case goods producer CF Oakton is shipping its Elia and Mureno bedrooms by late February and other new introductions by mid March.
Based on early reaction at market, Klaussner Home Furnishings is confident it will cut at least two of its four new bedrooms, officials said. Las Vegas buyers also are ordering a number of bedrooms launched in High Point that are already in their second cuttings.
These and other goods in the line are available on full and mixed containers as well as out of its Asheboro, N.C. warehouse.
"To be the industry's leading solutions provider, it's about speed to market," said Len Burke, director of marketing. "It's an important part of our business model."
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