Wood vendors target changing marketplace
Thomas Russell -- Furniture Today, February 11, 2011
Acme Furniture’s Donovan dining room is made with cherry veneers with walnut inlay in an espresso finish. A 90-inch leg table and four chairs retail at $999.
LAS VEGAS — Case goods vendors at the January Las Vegas Market adjusted their merchandising and product development strategies to address targeted demographics and a changing marketplace.
In some cases, that meant focusing on younger consumers with clean-lined casual contemporary or transitional goods. In others, it meant appealing to consumers who are scaling back to smaller living spaces.
Both approaches worked well with retailers looking to update their floors with goods that combine style and function, exhibitors said.
Pulaski Furniture was among the companies targeting millennial consumers in their 20s with its Tangerine collection, adding a short transitional bedroom group made with prima vera veneers in a mink finish and champagne hardware.
A four-piece bedroom retails at $1,999. Retailers liked features such as full extension drawer guides and nightstands with touch lighting and charging stations, and were 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 had millennial consumers in mind with bedroom and dining room product in settings that reflect the way younger people 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 will appeal to younger consumers. The company said it won strong commitments and orders from dealers who liked 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 reported strong order writing activity on new pieces in its Jane Seymour/ Michael Amini licensed collection, Hollywood Swank. It also did 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 items also because they achieve slightly lower price points, at a time when the market is susceptible to price increases because of higher raw material and shipping costs.
Contemporary designs did well for Lexington Home Brands, which showcased its new 11 South collection made with quartered walnut veneers. Dealers were drawn to key pieces such as the Urbana low-profile sleigh bed, which features a wave-like design, and the Synergy stackable bookcase/hutch display units. Other signature pieces include a 126-inch dining table with a wood and metal base and an upholstered panel bed with nail head trim that retails at $2,149 in a king size.
Tradwins Furniture’s Las Vegas introductions included the Providence bedroom, in solid elm with a sandstone finish to gives it a reclaimed look. This queen bed retails at $999.
Acme Furniture also did well with a contemporary, Art Deco-inspired group called Audry, which retails at $1,699 for a four-piece set. Made with walnut veneers, dealers in particular liked the contrasting silver tone finish set against a dark walnut frame.
A contemporary cherry veneered dining room called Donovan, which retails at $999 for a 90-inch leg table and four chairs, also received strong levels of commitments and orders, the company said.
Broyhill received strong dealer strong response on a new bedroom program called Essentials, which mixes six $1,999 bedrooms from Vietnam. Dealers were drawn to the convenience factor of the mixability as well as the broad aray of styles, from cottage to traditional, many of which are also available in multiple finishes.
Based on 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 ordered 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 Klaussner's 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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Case goods strategies shift at Las Vegas Market
Jan 26, 2011
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