Motion makers bring fresh ideas
Lots of product re-introductions
Joan Gunin -- Furniture Today, July 28, 2008
LAS VEGAS — Laden with some new products and plenty of High Point reintroductions, motion upholstery suppliers showing here this week are hoping for the best but aren’t sure what to expect in orders or attendance.
As the World Market Center kicks off its seventh exhibition here, the opening of Building C is expected to draw dealers. One supplier said he was motivated to come west if only to see AICO’s new 56,000-square-foot space in the new venue.
Many motion suppliers, including Aspenhome, Barcalounger, Berkline, Franklin and Moroni, are in new or relocated showrooms as the market’s permanent space expands.
Despite these new showcases, belt-tightening remains a top concern, and many buyers and sellers said they planned to send smaller contingents to Las Vegas because of the unsteady economy.
At Franklin, which opens its first permanent showroom here (A-554), Chuck Tidwell, vice president of merchandising and product development, said he expects to see about three-quarters of his dealers here, with the balance either on the fence or committed to High Point.
His holdouts, however, are not necessarily East Coast-based, he said, noting that some are in the Great Plains.
Tidwell said he thinks some buyers may be electing to attend one show a year in each venue, typically winter in Las Vegas and spring in High Point.
“It’s expensive to travel and to work a market,” he said. “Dealers are trying to go where their money will count. They are not going to an ‘event,’ but to buy goods. They want to choose the one that is the most important.”
Not only does he expect fewer buyers, but believes that the ones that do come may have more purchasing responsibilities because they may be covering categories for missing colleagues.
“Everyone is scaling back, trying to do more with less,” Tidwell said.
This market, Franklin will focus on “fresh looks and styling at innovative pricing with good value.”
At Lane Home Furnishings, Michael Herman, merchandise manager for motion, said he is expecting a “mixed response” from his dealers. “Some reps have more dealers coming (than were at the January market), some have less.”
This week, Lane is pushing power recline options for home theater with two presentations in fabric/vinyl and leather.
“We have a new premium motor that offers a smooth, quiet recline,” Herman said.
Berkline, which has a new 7,500-square-foot showroom in space C-1312, is offering a casual entry in black leather in the home theater category. The company also will emphasize the Asian-built products in its line, said Rob Yanok, director of merchandising for international product.
To help it stand out among all the Chinese goods on the market, Berkline has opened a warehouse on the West Coast.
“We feel the Vegas market will be key to helping our business on the West Coast,” Yanok said. “It will be our first warehouse stocking program. Previously, we have operated something only for key accounts but this is for the general trade. It will help us to compete with other smaller operations also developing those types of programs.”
The new warehouse will stock four to five seating groups, two to three home theater entries, and three to four reclining chairs, all proven sellers, on hand.
“We will flow goods through there not only to allow those customers who carry those products a backup plan, but also to serve smaller customers who cannot handle a container and to allow us to build our portfolio on their floors,” Yanok said.
Barcalounger Home plans “an aggressive new product introduction,” said Phil Cooper, vice president of merchandising and marketing. “We will not disappoint the dealers walking in and looking for the reason they came to Las Vegas — be it new product or a new account. It is difficult to predict in this economy but we certainly will have the values for them.
“Customers around the country are looking for new and fresh,” he continued. “A typical strategy and a typical offering is not what they are looking for. We’ll have something to show them that is new and exciting and different.”
While Cooper expects the major East Coast dealers to shop the market, the audience for the most part is regional, he said.
In addition to its urban recliners and other entries, Barcalounger will address the latest color trends with its fabric and leather debuts. Its sister company, stationary specialist Stanton, will share its new showroom in space B-966.
At Aspenhome, David Blum, vice president of its leather division, said the uncomfortably warm weather could limit attendance.
“The big guys will be there,” Blum said, “but the question is how many secondary people will decide not to be there for whatever reasons. Business at retail has been very difficult for a lot of people and they are looking to save money. Regional chains or regional furniture stores or East Coast majors may think it’s too far or too expensive to bring out their big buying groups.”
In leather motion, Aspen reintroduces its St. Cloud conversation pit, a roomy, modular seating arrangement with multi-configurations and motorized options.
“It has done well for us,” Blum said.
Building on its successful stationary line, Leather Italia USA is unveiling Motion Italia USA, a complementary motion line. The initial rollout of seven all-leather recliners retailing from $299 to $350 (plus sofa and loveseat options), will add more pieces in Tupelo before launching full bore at High Point this fall.
The in-stock and container collection should bring in new customers, said President Michael Campbell.
In addition to his standard dealer base, “six of my largest dealers are coming to Las Vegas for the first time,” Campbell said.
At Best Home Furnishings, Sales Manager Greg Sicard said, “Las Vegas traffic is usually pretty good for us anyway and with the opening of Building C, I have a feeling it will bring a good crowd.”
In product, Best is promoting stationary and motion frames in leather covers as well as velvets. The frames are not new but the covers are, he said.
In addition, Best has petite ladies’ recliners, while its popular BodyRest, which reclines almost parallel to the floor, is now available in leather/vinyl as well as the previously introduced fabric version.
Don Hunter, senior vice president of major accounts for Catnapper, said that in the past month he has heard from people who initially weren’t sure about Las Vegas but have since made the commitment to attend.
“With the economy so sluggish, buyers need to come to see what’s going on,” Hunter said.
As far as Catnapper’s presentation, “It’s all new for here,” he said. The Pow’r Lounger recliner category is expanding with six additional groups (with sofa and loveseat options), while six freestanding power recliners join the line.
Upscale contemporary California supplier Moroni is adding a recliner to its line. Its Modern pushback leather recliner, characterized by slim arms and back detailing, is priced to retail at $1,299.
Moroni also will introduce Design on Demand, its custom program for stationary leather, in its newly expanded showroom (C-1196).
With the opening of the third building, Gary Harmon, vice president of soft goods for Hamilton Spill, expects good traffic as it the company expands its Ozio motion line with additional fabric, function and leather options.
“We are focused on consistent performance and will provide guaranteed pricing through the end of the year,” Harmon said.
Douglas Furniture, Dutailier, Ekornes, Elran, Flexsteel and Soflex are among others with motion or recliner seating.
