Share this on

Plentiful new product creates traffic in motion

Larry Thomas -- Furniture Today, April 6, 2011

AT THE MARKET - A heavy round of product introductions has resulted in busy showrooms here for vendors of motion furniture and recliners.
Exhibitors say buyers appear eager to embrace most of the new offerings, since the categories continue to perform relatively well at retail. They say many of the sales are driven by purchases of consumer electronics - especially flat-panel TVs - whose sales continue to increase despite the economic slump.
"Our business is still good, but we wanted to introduce a lot of products early in the year so our dealers could start making money on them sooner," said Don Hunter, senior vice president for major accounts at Catnapper. "As a result, we've been very busy."
Hunter and others say motion groups that deliver value and function have been especially popular at market. In addition, they say dealers often want to display those products in vignette settings with lamps, occasional tables and area rugs.
In fact, that has been one of driving forces behind the early success of Klaussner's new Solutions Studio gallery program. Klaussner officials say about half the dealers who have signed up for the program want to feature motion furniture - well above the number they were expecting.
"It has been very popular with our dealers," said Len Burke, vice president of marketing. "We're all about speed and delivery, and this is a great way for them to take advantage of that."
Similar success is being reported at Franklin, which doesn't have a gallery program, but does have several motion products with features such as drop-down tables, reading lamps and small refrigeration units.
Plus, the company is unveiling a motion loveseat that has a reclining back, but needs a standalone ottoman.
"We want the customer to think that it isn't motion," said Chuck Tidwell, vice president of merchandising and product development. "So far, it has been very well received."
see Motion, p8

from p6
At La-Z-Boy, dealers are responding favorably to three new recliners and a pair of motion sofas, while Lane is reporting success with a pair of recliners on a swivel base - two of the 15 new recliners the company has in its showroom.
Norwalk, meanwhile, is having success with its newest recliner program, which allows consumers to customize a chair by choosing from three back and arm styles and more than 1,000 fabric and leather covers.
Reyna Moore, Norwalk's director of marketing, said a model with contemporary styling appears to be the most popular choice among dealers, largely because it doesn't look like a typical recliner.
"It's a recliner that a woman would be proud to have in her home," Moore said.
At Best Home Furnishings, a sectional that features a patent-pending locking mechanism that keeps individual pieces from sliding apart has been a hit with dealers, while El Ran is having success with a half-dozen new high-leg recliners that are available in a variety of fabric and leather covers.
"It has been a big success. I would say every one of then has been a winner," El Ran President Sheldon Lubin said of the high-leg models. "I may have to make more styles because of some distribution issues."

Share this on

Buyers flock to motion, recliner showrooms

May 2, 2011

Also by this author

Also by Larry Thomas

Featured Company

Brandwise Inc.

Brandwise serves a model - not just an industry - by integrating, automating, and optimizing the entire sales channel, from wholesale Suppliers to their Reps and the Retailers they service. In short, our software helps Reps and Suppliers sell more and create... more