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Look for step-up products in case goods

Thomas Russell -- Furniture Today, November 4, 2011

HIGH POINT - Dealers in the market for case goods will see a lot of transitional and soft contemporary forms this week, including collections that offer step-up designs and finishes at some higher price points.
     What they won't find are many sprawling collections larger than 50 or 60 pieces. Some introductions are in the 50-piece range, while many are between 30 and 40 - which highlights an effort to limit SKU counts as dealers and suppliers seek to manage their inventories and cost structure.
     Others groups are even shorter, with 12 to 18 pieces of both bedroom and dining room.
     Still, some companies have plenty to offer in those categories.Ravenal, in hardwood solids with an ebonized finish, is one of nine bedrooms Magnussen is showing in its Connections program. Fourpiece sets in the program retail from $1,099 to $1,299.
     One is Hooker Furniture, which has several new collections in a range of price points. The 60-piece Primrose Hill whole home collection is expected to ship in November, and shorter bedroom and dining rooms groups are offered in its Envision line. Primrose Hill falls within the best pricing of the company's good-better-best story, while Envision represents entry level price points in bedroom, dining room and occasional.
     Even with Envision, Hooker says it's making an effort to step up design, finish and materials to add more value to the contemporary-leaning line. The aim is to attract younger consumers who are on a budget but still are style conscious, with beds priced as low as $599.
     Its relaxed traditional Sheridan whole home collection, in comparison, offers beds targeted to retail in the $1,200 range. A 78-inch trestle dining table with two 20-inch leaves is targeted to retail at about $1,500.
     Century Furniture also has a broad selection in a range of price points this market, much of which is French-inspired. Offerings include the French resort-inspired Montserrat collection at the company's starting price points, and a relaunch of its best-priced Consulate, which features 25 new pieces of Neoclassical-inspired bedroom, dining and occasional furniture.
     Century also is showing two 40-piece collections including a French Deco-inspired group at its starting price points and a French casual at its medium pricing.
     By offering a wide range of price points, it can offer something to almost everyone, including new dealers the company added since launching the Bob Timberlake line earlier this year, said Comer Wear, marketing director. Including its upholstery and casual outdoor furniture introductions, the company has 220 new pieces in total at this market, a larger than normal introduction.
     "This is an indication of where we feel the market is," said Alex Shuford III, vice president of sales and marketing. "We have thought of these last two markets for us as a time to expand market share, and the only way to do that in this industry is with compelling product. It's a buyers' market and they want exciting and compelling product.... We feel like there is market share to be had for well-thought-out and aggressive product strategies."
     Meanwhile, companies like Modus Furniture International, Magnussen Home and Casana continue to offer competitively priced and step-up bedroom groups.
     Magnussen is bringing out youth and second bedrooms priced from $1,199 to $1,299, master bedrooms in the $1,499 to $1,699 range and bedrooms in its entry level Connections program that retail from $1,099 to $1,299 for a bed, dresser, mirror nightstand.
     Casana has eight new bedrooms, compared with its typical four or five.
     "It is one of our largest introductions in years," said Roger Friesen, president and CEO. "We wanted to enhance the breadth and depth of the line."
     A number of the new bedrooms are targeted to retail above $2,000 and as high as $2,999. Traditionally, the strength of the line has been in the $1,299 to $1,999 range. Casana chose to step up its finishes, materials and features such as steel accents on the feet of beds and case pieces in response to dealers looking for higher-end looks in the contemporary realm, Friesen said. Some beds have upholstered headboards and features such as built-in reading lights.
     "This shows them what we can do in a more complex and sophisticated product," he said.
     Modus is launching four new bedrooms, which also are priced a littler higher than its usual lineup, which starts at $1,199 for a four-piece group. The new intros start at $1,799 and top out at $2,199.
     "We are offering step-up looks," said Jon Richey, vice president. "We don't want to compete with goods we have on retail floors.A close-up look at a framed dresser drawer on Hooker’s Donovan bedroom, one of three new offerings in its entrypriced Envision line, shows the level of detail and clarity of finish that Hooker is applying to the line. Donovan is made with cherry veneers and has brushed nickel hardware.
     "Our strength is in contemporary and that is what most dealers run from us," he added. "We are trying to build out our assortment with new and different looks. Our dealers are telling us they like the value, the service and the logistics, including the fact they can mix almost 25 bedrooms on one container."
     Also focusing on higher price points is Fine Furniture Design, which is offering a new collection that approaches the highest part of its price range. Belvedere is a 40-piece collection that has late 19th and early 20th century European and American design influences. Made with walnut solids and figured cherry and select cerejeira mahogany veneers, it has three dining tables and two beds, including a four-poster and sleigh platform.
     A 10-piece dining set including a double pedestal table, eight chairs and a china retails at $10,000, while a four-piece bedroom retails at $7,500.
     "We went upmarket," said Jim Adams, vice president of product design and marketing. "We have found that in the last couple of years, our best success is at the middle to upper end of our price range. Our customers have asked us to do higher-end product and do a better look for the money."
     He said Belvedere "is the second highest-end collection we have done since I have been here. The feel and look of it is upscale."
     Dealers also should look out for more intros in licensed lines this market including Panama Jack with several manufacturing partners, Tommy Bahama Home at Lexington Home Brands, and Michael Amini and Jane Seymour, A Design Collaboration, at AICO.
     AICO's licensed introduction this market is a 35-piece contemporary leaning collection called Cosmopolitan. Made with ebony veneers in a finish called Ebony Night, it features case pieces with stainless steel hardware and a number of sofas and sectionals available in multiple new fabrics.
     "While we have targeted a contemporary lifestyle with this collection, it will also appeal to the more traditional palate with classic lines and finish," said CEO Michael Amini.
     Lexington Home Brands' new 40-piece Tommy Bahama Home line, which has about 30 case goods pieces and 10 new upholstery frames, is called Road to Canberra and has South Pacific design influences. These influences are seen through the blending of natural materials such as travertine tops, woven leather, aged metal and woven veneer panels on various case pieces.
     The group also has a lightly distressed, light natural wood finish with a linen-white glaze aimed at highlighting the wood grains of quartered ash and mindi wood veneers.
     "This a fresh transitional look for the Tommy Bahama brand, with lines that are both current and cool" said Phil Haney, Lexington president and CEO. "We were intrigued by Australia's engaging and energetic blend of styles and cultures - from aboriginal to European to contemporary. There is an extraordinary story to be told with regards to design, color, style and creative energy that will prove refreshing and relevant to consumers. Our proven success in interpreting sophisticated island living with the Tommy Bahama brand makes this a natural lifestyle extension."

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