• Thomas Russell

Fashion Bed Group youth division taps key growth areas

RylanThe Rylan bed is part of the new Fashion Kids line. It is shown here in the cadet blue finish.
CHICAGO — Fashion Bed Group’s plans to launch a new youth division during the Las Vegas Market is expected to expand the company’s distribution in both furniture stores and e-commerce channels of distribution.

Both are considered growth areas for an adult bed line whose key area of distribution continues to be specialty sleep stores, followed by furniture stores and e-commerce.

The company did not reveal specific percentages of distribution at each of these channels. However e-commerce remains its fastest growing segment of distribution and is expected to be the largest channel for the new Fashion Kids youth division.

“We have delved into it before, but we started to see and experience, particularly from our major customers, questions about developing more youth furniture as that category seems to be pretty hot right now,” said Ron Ainsworth, senior vice president of merchandising and procurement for Fashion Bed Group.

HenleyThe fully upholstered Henley storage bed is shown with a companion storage bench/ footboard. It also comes with two matching upholstered nightstands.
At its showroom the in B-1326, the company will show 12 new youth bed styles. While many of the styles have revived some previous designs in its adult line, the company said the new styles encompass the latest in juvenile design and are designed to cater to the “preferences of today’s youth market.”

With twin beds retailing from $199 to $699, the majority of the designs are metal beds, although there is one fully upholstered version and one with a wood headboard. The beds also are available as a headboard only version that start at $99, including the Rylan bed, which comes in five colors

The upholstered Henley bed comes in a denim blue or celery green fabric. Retailing at $699 for a twin, it comes with an upholstered footboard that doubles as a seat and storage bench with corresponding button tufting. It also comes with two upholstered nightstands and is available as a headboard only for $149 in three additional colors.

Most of the beds also will be available in full sizes, Ainsworth noted.

“We are making a pretty big splash; it is a fairly substantial collection as a kick off,” he said, adding that the company has additional product that it plans to introduce in July.

The youth beds are being made in the same Asian source factories as the adult beds and can be purchased on direct containers as well as from the company’s Chicago and Los Angeles area warehouses.

They are expected to be in stock by late April and early May, Ainsworth said.

Thomas RussellThomas Russell | Associate Editor, Furniture Today

I'm Tom Russell and have worked at Furniture/Today since August 2003. Since then, I have covered the international side of the business from a logistics and sourcing standpoint. Since then, I also have visited several furniture trade shows and manufacturing plants in Asia, which has helped me gain perspective about the industry in that part of the world. As I continue covering the import side of the business, I look forward to building on that knowledge base through conversations with industry officials and future overseas plant tours. From time to time, I will file news and other industry perspectives online and, as always, welcome your response to these Web postings.

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