New players in upholstery offer array of styles, prices

Gary Evans -- Furniture Today, April 25, 2012

HIGH POINT - New upholstery companies and companies making their first introductions in the category continue to the broaden looks, styles and price points for stationary upholstery this market.
Sofas are now in the market showrooms of several names not typically associated with upholstery like A.R.T and Marion Yee, both known for case goods. There also are some new companies in the category like Kim Samela, Thibaut and Hickory Home Designs, and companies with major new programs like Sam Moore, with its first sofa program, and Albany and A1A, both with new ready-to-assemble upholstery.
Hickory Home is the realization of a longtime dream of Jeff Jordan, who is launching his company this market with 14 frames with standard down-blend cushions, self decking, solid hardwood frames and other high-end features that start at $799 and top out at $1,399.
Jordan, whose background includes retail and stints with Kincaid and Craftmaster, said he is able to sell domestically made product for a lower price because he has only a 5,000-square foot factory and virtually no overhead.
"I don't think we can be shopped if they give me apples to apples," he said, referring to buyers comparing prices and features. The company is making sofas, loveseats, chairs and ottomans.
For years P.A.M.A. has sold imported accent chair frames to other vendors and its own line of upholstered accent chairs and pieces like designers beds. But Anthony Pennisi, vice president of production for the family-owned company, said P.A.M.A. has expanded to a 75,000-square-foot facility in High Point, basically for upholstery, with the plant expected to be in operation in the next few months.
A 90-inch sofa will start at $799 retail, Pennisi said, and move upward based on the number of options buyers select. The new operation will represent a departure for the company, which previously has been known for its higher priced, custom oriented products.
"We're trying to build more product in America," Pennisi said.
A.R.T., known for case goods, is showing its first 10 collections of upholstery this market.
"We've always wanted to be a whole home company but we were missing one of the most critical elements - where the family is," said Ken Donham, senior director of sales operations. He said customers were constantly asking for upholstery to make A.R.T a one-stop shop.
A.R.T. enlisted the help of consultant Elaine Reeves in January to put together pieces that would coordinate with the company's case goods and capitalize on its ability at shape and detail, while making a statement with covers.
The company has put together several interesting frames, some with exposed wood. Designs range from a clean transitional frame with exposed wood scoop back to a tropical collection with padded cane arms to an over-the-top sectional with fringe, leather treatment on the arms and back and 14 pillows, some double-sided. Pricing is upper medium.
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