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Upholstery faring well as consumers stay home

Options, fashions help list sales

Gary Evans -- Furniture Today, August 3, 2011

AT THE MARKET — With a category that seems to be moving better than most, upholstery makers finished their second day of market with good attendance and a sound round of order-writing.

Rowe says its sectionals are moving well, including the Dorset, which is new at this week’s market.

Attendance was coming in strong from the western states, especially from retailers who have chosen Vegas as their primary market. Buyers were looking for sectionals, motion and home entertainment that complement big-screen TVs, and also were looking for fabrics and leathers to spice up their home fashion looks.

Although the economy hasn't done anyone any favors, it's been an offhand contributor to upholstery sales.

Because of the uncertainty over employment, the crisis over the debt ceiling and other economic bad news, consumers aren't remodeling or moving as much and instead are dressing up their interiors, said Stefanie Lucas, president and CEO of Rowe.

Upholstery gives new life to interior areas and "provides the most drama" for the investment, said Lucas, noting that a whole new look can come from adding a pair of new accent chairs.

Among Rowe's new looks in fabric and leather is the RXO (Rowe's Extra Options) collection that allows customers to choose whether they want nail heads, and which cushions and leg styles they want. The company also is offering new sectionals and new leather in the Robin Bruce division.

"Expectations have gone through the roof," said Lucas, with consumers wanting plenty of options and wanting them instantly.

The upholstery line that is part of AICO's new contemporary Beverly Boulevard collection is getting lots of attention here for its straightforward, clean contemporary lines on pieces such as an oatmeal tweed sectional. Laurie Phillips, vice president of soft lines merchandising, said the company has solidified its opulent European core offerings and is expanding into more contemporary and transitional offerings.

Greg Roy, president of Lane, said upholstery seems to be selling better because consumers are staying home more because of the economy. "Anything around the TV is selling," he said.

Besides new recliner and motion groups, Flexsteel has added the option of down/feather/fiber cushions across its line of products, giving consumers one more reason to buy upholstery.

"I think it is a safe statement to say that wood is a pots-and-pans business," said Lee Fautsch, vice president of residential sales. "It's really difficult for the consumer to discern different levels of quality in wood, where upholstery is the opposite. It's far easier to differentiate levels of quality."

He said upholstery sales also are driven by fashion and color, with Flexsteel offering plenty of both in fabric and leather.

Greg Secard, director of sales for Best Home Furnishings, said upholstery sales seem to be holding up because consumers are replacing it more often. "They're staying home and wearing it out or they just get tired of it," he said.

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Fashionable Looks Heat Up Upholstery Category

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