HIGH POINT - Ready-to-assemble home office is a category most often associated with big box office superstores. But more and more, consumers in the market for such products are gravitating toward online resources as well. For that reason, a number of online-only retailers - not to mention office superstores that also sell items online - are doing well with the category. Among the key ingredients to successfully selling RTA furniture online are convenience, home delivery and price, said Penny Francis, director of multichannel sales at Linon Home Décor Products. "The convenience of online shopping with home delivery are major factors spurring the growth of this category," she said. "Affordability is another key ingredient to RTA online growth. Consumers are savvy and realize that buying ready-to-assemble furniture is a far better bargain than buying preassembled case goods.... This category will continue to grow as we, the consumer, have less time for conventional shopping. Gone are the days of spending an entire day driving all over town looking for that perfect piece of furniture."
Vendor: Linon Home Décor Products Product: Anna Launch date: 2009 Description: The Anna desk is designed to be used as a writing desk or laptop desk. It features a pull-out keyboard tray and has a spacious work surface. Shown here in a black, rub-through finish, the desk retails at $149.99 and the companion X-back chair retails at $99.99. Other pieces in the collection include a bookcase and end table. Why it's selling: Joshua Macarthur, category manager at online retailer CSN Stores, said "The Anna home office collection blends clean, modern lines and small-space-friendly proportions with an attractive price point. This creates a very compelling value proposition for consumers. The X-pattern adds an element of visual interest, which sets it apart from products at a similar price point. I think the Anna collection appeals to a younger consumer who is space constrained and budget conscious, but also desires savvy design." He added that the RTA category is performing well at CSN. "It all comes down to convenience," he said. "In the online channel, consumers really respond to items they can receive quickly. CSN has worked with many of our RTA suppliers to ensure products are shipped as soon as possible, which encourages purchasing and makes customers happy."
Vendor: Ameriwood Inds. Product: Tiverton Launch date: 2008/2009 Description: Tiverton is a clean-lined group that includes an executive desk, computer workcenter and hutch, bookshelf unit and storage cabinet. The executive desk retails around $149.99 and the computer workcenter and hutch retails around $169.99 Why it's selling: Consumers especially like the amount of workspace. Whether they're buying a desk, a desk and hutch, or all the pieces shown, they see value in the amount of workspace and combination of drawer and door storage, said Jim Schmidt, vice president of marketing. "This desk can't be beat," said one user on an office superstore website. "It provides a lot of space and stores a lot. We use it in our home office and it's made things much neater and cleaner. There's plenty of work space, wire management holes and overall looks great in our guest room/home office."
Vendor: Sauder Woodworking Product: 411614 computer armoire Launch date: January 2011 Description: This computer armoire looks like a stylish piece of furniture when closed. When opened, it reveals three adjustable storage shelves and as well as storage bins for letters and other paperwork. The bottom section has ample room for files, a printer and CPU tower. Shown here in a cinnamon cherry finish, the piece retails at $155.99. Why it's selling: With all its storage and adjustable shelf capabilities, the piece speaks value to today's consumers, particularly those looking to maximize or work with a limited amount of space in their homes. This unit serves as a decorative, yet functional piece of furniture for just about any room in the home.
Vendor: Bush Furniture Product: Vantage Launch date: 2005 Description: The Vantage office is shown here in a Light Dragonwood finish and is also available in black and Harvest Cherry finishes. The group features a corner desk that retails at $219.99. Why it's selling: Consumers like the finish options as well as the generously scaled work surface, along with ample shelf, drawer and door storage available in a small footprint. The set also has a contemporary look as seen in the clean-lined forms and frosted panels on the doors. "I will use this desk soon, since I now have the option to work from home. I love the design, it mimics the desk I had at work, which is why I chose it. I thought it was very easy to put together," said one user in a customer review on an office superstore website.
But just posting a great product online isn't a guarantee of success. Having excellent product photography also is essential, suppliers say. So is having a good product description with details such as the product's size and dimension. This is critical for online shoppers trying to determine whether a desk or bookshelf will fit into their dedicated home office or living area. As with most RTA furniture, consumers often cite having to put the furniture together as a negative, noted Jim Schmidt, vice president of marketing with Ameriwood Inds. But in the RTA category, that goes with the territory, and a brief overview of comments on online superstore sites show many consumers ended up pleased with their purchases. Here is a sample of some of the RTA home office products that are selling well online.
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NAPLES, Fla. — Industry executives and guests took the opportunity to network and play golf during down time at Furniture/Today's 13th annual Leadership Conference here this month.
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