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U.S. case goods producers promote their strengths, win orders

Thomas Russell -- Furniture Today, November 7, 2011

HIGH POINT - Wood furniture imports may have risen in recent years, but domestic wood producers still command a respectable part of the market.
     According to a recent study published by Richmond, Va. based Mann Armistead & Epperson, U.S.-based producers accounted for 28.7% of shipments in 2010, down from 31.6% in 2009 and 41.2% in 2004.
     While the numbers reflect a declining domestic industry, they do suggest that the remaining players are more important, particularly to retailers looking for U.S.-made product.
     A number of domestic wood producers showing at the October market Cherry Creek is a soft contemporary bedroom made in America by Cambridge Mills in solid Adirondack cherry with saddle-brown leather pulls. A dresser retails at $1,499 and beds retail from $1,399 to $1,899.here touted strengths ranging from customization to quick-ship abilities based on their proximity to their customers.
     The list includes brands such as Vaughan-Bassett, Linwood, Stickley, Nichols & Stone, Century, Harden Furniture, Habersham, Guy Chaddock, Kincaid, Lea Inds. and Henkel-Harris.
     Other players also are emerging, such as the newly launched Lincolnton Furniture; Cambridge Mills, which launched last year; and Jasper Cabinet, which has been around for several years but has seen its mix shift more toward domestic versus imports.
     Robert Cribbs, president of Jasper Cabinet, said the shift is occurring due largely to increased freight costs and price hikes on overseas goods, related in part to higher labor costs in places like China.
     Today the company produces secretaries in Jasper, Ind. and its RowOne home entertainment line is made in Jasper and in Ohio. Its Jasper Home dining line is made in High Point. Pieces are made to order in standard and custom finishes.
     Cribbs said the domestic initiatives are "going well. Our business is increasing so much on the domestic side, I am dropping imports."
     Cambridge Mills started last year as a division of Harden Furniture. It produces solid cherry bedrooms that also have custom finish options. In High Point it added another 10 finishes in addition to its two standard ones.
     "This market is our first step into a deeper custom program," said Michael Scarsella, director of marketing and sales. He said he believes the company has a niche as a producer of solid wood bedrooms retailing from $2,999 to $4,499 for four pieces.
     Scarsella said the company received strong response on two new contemporary leaning bedroom collections, Scottsdale, made with solid white oak, and Cherry Creek, which is made with solid Adirondack cherry. Based on activity at market, both are going into production and will hit retail in February or early March.
     Nichols & Stone, which once operated its own plant in Massachusetts, ceased production in 2008 after 151 years. Today the brand is owned by Stickley Furniture. While Nichols & Stone is importing its new bedroom groups from Stickley's Vietnam plant, Stickley produces Nichols & Stone's solid wood casual dining program in Manlius, N.Y.
     Typical Nichols & Stone dining sets retail from $1,900 to $3,900 for a table and four chairs.
     "We hear time and time again that dealers and consumers want integrity in product and that they want to know where it is made and want it to be American-made," said Tuck Nichols, president.
     He said rising transport costs and rising labor costs in China are helping to close the gap in price between some domestic and imported product.
     Rising costs in the Asian sourcing model led former Cochrane Furniture executive Bruce Cochrane to launch a new case goods producer called Lincolnton Furniture at market. He said he was pleased with the reaction - including written orders - on his solid wood bedrooms and casual dining sets.
     "No one is going to buy furniture just because it is made in America," Cochrane said. "But they are happy to support it if it makes sense to them."

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