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The recliner program was a hit with summer market buyers in the Man Wah showroom.
Upholstery vendors, with stories to sell, win in Vegas
Cindy W. Hodnett //Executive Editor of Brand Development//August 7, 2023
LAS VEGAS — The temperature was a popular topic of conversation at the recent Las Vegas Market, but at the end of each 105-plus-degree day, it was all about business.
So far, 2023 has been a year of industry challenges, and Las Vegas upholstery manufacturers responded by creating compelling showroom visuals to complement company strategies. From showroom windows designed to attract new buyers to others targeting retailers with pricing stories, upholstery suppliers pulled out all the stops for the summer market, and many say the strategy paid off.
“The market was what we expected,” said Gabriele Natale, CEO for Manwah USA. “We were pleased with the reaction to our introduction and the time that retailers spent in our showroom. Most of our retailers were looking for market opportunities and new offerings. We were very prepared with special offers and new products that were received very well.”
The Manwah showroom highlighted 12 new groups, six new covers and a new floor layout that grouped similar products in good/better/best proximity. In one area, sectionals at varying price points were featured. In another, an assortment of recliners offered retailers the opportunity of filling floor slots with different styles, materials and styles.
“Our biggest hits were the commitment to our full line of recliners,” Natale said. “We increased our offering and gave our retailers values in quality products as well as a variety of styles, which is very difficult to get from one vendor.”
In the Jackson Catnapper showroom, one story was about scale and “bigger/deeper/softer.” Brandunn Rush, senior vice president of sales, said that the company is continuing to expand its health and wellness category in motion with additional items that offer zero gravity seating and Shiatsu massage.
“This market we decided to not show anything brand new and really focus on where we are driving big numbers: bestsellers and creative designs that are bigger, deeper, and softer cover combinations that really stand out on retailers’ floors,” Rush said. “In terms of fabric application, our plans include expansion of our ‘faux fur’ category utilizing various fur designs and fabric combinations.
“We also see opportunities with more visually interesting product by merchandising stripes, plaids and patterned prints both as overall bodies as well as elements of inside/out or ‘collage’ applications.”
Rush said that while some buyers are seeing a “typical summertime slowdown,” most expressed enthusiasm for the upcoming months. He added that from Jackson Catnapper’s perspective, summer market 2023 was a success.
“Anytime we have the chance to be with our customers, take them to dinner, discuss products and figure out ways for us both to increase our business, it typically makes for a great market,” Rush said. “I will say attendance was down for standard brick-and-mortar, but designers were in full force, and all in attendance seemed very positive.
“Dealers were looking for bestsellers that they were not currently carrying in stationary and reclining, something that they can advertise to get the customers in the door and for their RSAs to be able to sell with confidence.”
Furniture of America debuted Opulenza, a 100% made-in-Italy upholstery collection with three stationary and two motion groups. In stock and ready to ship, Opulenza is part of FOA’s strategy to expand the brand to new buyers.
“Opulenza elevates our product selection for retailers, from Top 100 to mom-and-pop stores,” said Jodi Brookshire, corporate vice president of sales and marketing. “This collection takes FOA into the medium-to-high price point with quality materials, a competitive product and higher margins.”
Troels|Denmark, a manufacturer with more than 400 employees and two production facilities in Poland, focused on a design and customization story for retailers and designers sourcing higher price points. Jesper Skovby, president, said that the company’s fabrics adhere to European laws and are eco-certified as well as extensive.
“We have 376 fabrics and four leathers, as well as COM,” Skovby said. “We can customize and ship through California, and we also have a stocking program.”
Product in the Troels|Denmark showroom included the Cassie sofa in a high-performance fabric, the 106-inch Aramis sofa, and the Cilla and Pepi chairs showcasing a swivel mechanism made in Sweden that comes with a 10-year warranty.
“We’re not trying to be Toyota,” he said. “We’re trying to be Alfa Romeo.”
In the Four Hands showroom, Rick Lovegrove, president of upholstery, said that the energy was “enthusiastic, inviting, and very fun!”
“Buyers were very upbeat and in good spirts, motivated yet pensive, and overall very excited to select new products for floors and/or design projects,” Lovegrove said. “The excitement from both exhibitors and attendees made for great energy in our showroom and even better responses to our new introductions.”
Lovegrove said he and the Four Hands team are looking forward to the remainder of 2023 and early 2024.
“Based on the continued enthusiasm at both spring and summer markets, we are really excited for our fall launch in High Point where we expect to launch another 400+ introductions,” he said. “Additionally, we have some exciting developments underway in terms of business expansion that will allow for Four Hands’ product development to reach new heights.”
And in the Norwalk showroom, one of the industry’s longstanding creative duos — Caroline Hipple and Dixon Bartlett — talked about introductions along with their expectations for the remainder of 2023 and into 2024.
“You know, Caroline and I have been in the home furnishings industry for long enough to have successfully navigated a number of cyclical ups and downs, as well as customer transitions for one demographic cohort to another,” said Bartlett, chief creative officer. “With each change there have been winners and losers, and the best-run companies have prospered.”
The front window for the Norwalk showroom nodded to one of the summer season’s hottest microtrends: Barbiecore. Hipple, Norwalk president, noted that the pink upholstery hues were a Norwalk offering long before Barbie topped the summer movie charts, and Bartlett added that he and Hipple will continue to focus on the Norwalk brand story.
“My belief is that the long-term sales prospects are, and have always been, good,” he said. “The home furnishings industry and consumers continue to work through the post-pandemic effects. Those manufacturers and retailers that stick with their core strengths and make carefully considered adjustments, to respond to consumer preferences, should transition through this period quite successfully.”
