Higher-priced wood selling at High Point Market

Case goods retailers looking to upgrade lineups

Tom Russell -- Furniture Today, April 25, 2012

This solid mahogany bed is part of Kincaid’s new Moonlight Bay collection. Dealers like the hand-carved starburst pattern on the headboard.HIGH POINT - Good traffic and appetites for better end goods are turning this market into one of the strongest in recent years for case goods resources.
Instead of focusing on starting price points, many are promoting goods firmly in the middle to better part of their lines.
"They (retailers) are selling goods at higher price points and are here trying to buy product that is a little more expensive and higher style," said Steve Kincaid, president of solid wood resource Kincaid Furniture. "They realize they can sell furniture in our price range.... We are seeing people who have lowered their price points and they are coming back because they are getting requests for higher end products."
The company reports strong dealer response to its new Moonlight Bay, a whole home collection with West Indies, African and British Colonial design influences. Dealers like the generously scaled carved elements on headboards such as a sunburst pattern on a king panel bed that retails for $1,499.
Kincaid didn't skimp on the details. In addition to carved bed posts and dining table legs, the collection features full posts and thick tops on case pieces and top grain leather on a hand-tufted sleigh bed that retails at $3,000.
Kincaid also said it's doing well with Winston, a collection in solid maple with a leg table and four chairs priced at $1,599 and a sleigh bed with an upholstered headboard that retails at $1,499.
In recent years, Broyhill has emphasized lower price points, including its entry-level priced Essentials program. This market it has focused on better goods firmly in the middle part of its pricing structure.
The response to groups such as Laurel Hills has been positive, the company reports. Dealers like the Shaker-inspired design elements as well as the use of pin knotty cherry veneers on case and dining table tops. Other value-added features include cedar-lined underbed storage. A four piece bedroom is targeted to retail for $2,999 out of the warehouse and a rectangular trestle base table and six chairs is slated to retail at $1,999, also out of the warehouse.
Broyhill said its Frequency is also doing well here. Dealers like the movement and shape of a headboard and on the drawer fronts of case pieces made with prima vera veneers.
Lexington Home Brands also reports strong traffic and good response to its introductions. These include Aquarius, a 100-plus piece, designer-friendly contemporary collection that's priced in line with its other piece-driven Henry Link collection.
Dealers like the eclectic mix of pieces ranging from a table with a glass top and jet engine fan-shaped polished metal base to colorful leather-wrapped chests and desks, according to the company. The mix of fancy face veneers such as walnut, rosewood, zebrano and mapa burl also is popular.
Lexington says it's also scoring with Monterrey Sands, with gray elm veneers in a lighter finish with waxy hang up. Dealers like the casual nature of the collection, ranging from the finish to the shutter effect on some drawers and doors. This collection, which has two beds and two dining tables, falls in its entry level price points, partly due to the smaller scale of its pieces.
Universal is seeing strong response to all three of its new Better Homes and Gardens additions. While its coastal-inspired American Cottage is doing better on the East Coast and Midwest, the other two, including Modern Expressions and the Mediterranean-inspired Classic Home, are doing well throughout the U.S., said Don Essenberg, a senior vice president of sales.
The collections are at upper medium price points, with four-piece bedrooms starting at $2,499 and table and four sets retailing from $1,299 to $1,999.
"I think there is a migration back to that price point," said Kevin Miller, brands manager at Universal.
Officials say that could be an indicator of an improving economy.
"As business improves, there is a move to step up your assortment," Essenberg said.
Higher-end resources such as Drexel Heritage, Henredon and E.J. Victor are also reporting strong commitments and orders.
Still, there continues to be a huge market for lower-middle to promotionally priced goods. Standard Furniture is seeing strong response to its Modern Fusion line. This market it added about 10 new pieces in its new Parisian collection, which features mirrored surfaces on headboards, dining tables and chests and dressers.
Dealers like the mirrored style and the price points - a four-piece bedroom can retail at $999 and a table and four dining set can retail for $949.
"For the price point, you are getting a lot of look and it is competing with higher end product," said Sean Ros, vice president of marketing.
Lifestyle Enterprise also says it's doing well with eight new bedrooms that retail from $799 to $1,299 for four-piece sets.
In addition to the variety of styles, the company is also getting credit for added features such as storage footboards, full-extension drawer guides and pull-out trays on nightstands. Based on reaction at market, most of these groups will go into production, said Derrick Ng, assistant vice president.
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