Monthly Issue
From Home Furnishing Business
April 20,
2017 by Jane Chero in Business Strategy, Industry 
By larry Thomas
When it comes to dining at home, every day has become casual Friday.
And it has transformed what was once a niche within the dining room furniture category into the principal driver of business in the category. In fact, when retailers and manufacturers discuss the dining room category these days, it’s essentially all about casual dining.
“Those huge dining room groups just aren’t as important as they used to be. Those sales are few and far between,” said Bob Colin, senior buyer at Indianapolis-based Kittle’s Furniture. “In a lot of houses today, there’s a great room instead of a dining room. It’s much more casual now.”
And today’s casual dining means more counter-height tables, smaller case pieces, few large china cabinets and an incredibly wide array of finishes, textures and styles that didn’t exist in the days when formal dining ruled the kingdom.
“The more transparent the finish, the better,” said Jeb Bassett, senior vice president of Bassett Furniture’s wood division. “There’s not a lot of traditional cherry out there — even though it is available.”
Bassett Furniture, in fact, is so committed to casual dining that it has an entire factory in Martinsville, Va., devoted to the category, which it calls Custom Casual Dining. The company recently spent about $2 million to upgrade the facility, and the new equipment allows for faster drying times for the many custom finishes that are the centerpiece of the program.
But even with the upgrades, Jeb Bassett said business has been so brisk that the factory often operates 50 to 55 hours per week to keep up with demand and meet the company’s commitment to having custom-order furniture in the consumer’s home within 30 days of purchase.
“The more casual looks are more popular today than formal dining,” Bassett said. “Whether it’s a larger home or a smaller home, the living environment has all changed. The American consumer is just more casual.”
Research by Impact Consulting Services, parent company of Home Furnishings Business, bolsters that viewpoint. In a recent survey of consumers who recently purchased dining room furniture, 88% of respondents said they most frequently eat meals in a casual dining area or room, while only 12% said they regularly eat in a formal dining room.
Respondents said they also do a variety of other activities in the dining room or kitchen in addition to eating. The most frequently mentioned activity was simply sitting at the table and talking, which was listed by 28.7% of respondents. Some 17.9% said they watch TV, while 16% said they pay bills and 15.5% said they work on hobbies.
In addition, 12.3% said they do school work at the table, while 9.7% admitted to doing work brought home from the office.
“The open kitchen is taking on a role similar to that of a multi-purpose room, with a lot of other living activities happening in a space that was traditionally reserved for meal preparation and eating,” said Chris Henning, president of iron furniture producer Wesley Allen, which is enjoying success with metal dining sets featuring round tables that are 36 to 48 inches in diameter.
Not surprisingly, the Impact Consulting research showed that 72.8% of recent purchasers said their furniture was purchased for a casual dining area, and only 27.2% said it was for a formal dining room.
Among those who did buy casual, 45.5% said the purchase included a table, while 42.3% said they bought chairs. Only 3.7% said they bought a buffet or sideboard, and the same percentage said their purchase included a china cabinet.
Among formal dining purchasers, 13% said they purchased a buffet or sideboard, while 5% bought a china cabinet. And interestingly, the majority of those same purchasers said they didn’t eat in the formal dining room very often. Some 26.2% of respondents said they dine there less than four times a year, and another 35.2% said they eat there four to 12 times a year. Only 15.4% said they eat there daily.
However, 45% of recent casual dining purchasers said the casual dining area in their home was within the kitchen, while another 6.7% said it was a kitchen bar area with stools or chairs. Some 45.4% said it was an area separate from the kitchen, and only 1.9% said their home didn’t have a casual dining area.
Those trends have caused Wesley Allen and many other producers to target at least a portion of their product line to Millennials, and to a lesser extent, Generation X. In many cases, that means the consumer won’t necessarily buy chairs that match the table, said Diana Zaldivar, vice president of sales and merchandising at International Furniture Direct.
“The mix-and-match trend has been around for quite a while, but it’s finally getting into the mainstream,” Zaldivar said. “We’re no longer requiring our dealers to buy a set. And we’ve designed our tables so that you can use almost any of our chairs with them.”
She said these eclectic purchasers are moving the design needle away from traditional and toward contemporary and transitional looks. “People are looking for something that’s not too traditional but not too crazy, either,” she quipped. “It’s not a look that you will get tired of seeing. It’s a nice contrast that you can live with.”
Zaldivar and other executives agreed with Jeb Bassett that there has been a significant shift away from the traditional darker cherry and oak finishes and into lighter gray and white finishes.
“Gray is growing, but not as the same pace as white,” said Zaldivar. “People just can’t seem to get enough of the white finish.”
The same is true at importer Sunny Designs, where its Bourbon County collection, which features a white finish called French Country, is its top-selling dining group.
“We’ve got that group placed coast to coast. It’s retailing everywhere,” said Gil Sturtzel, Sunny Designs’ vice president of merchandising. “When you get something that you can sell everywhere, you know you’ve done it right.”
Sturtzel said one very popular feature is a storage system for larger dining tables that allows expansion leaves to be placed in felt-lined shelves underneath the table top. And many Millennials, meanwhile, are asking for wine storage racks to go along with their dining tables and chairs.
“I think Millennials are drinking more wine than anybody in the history of the planet,” he quipped. “So, we’re adding wine storage to a lot of our groups.”
At Kittle’s, Colin said the retailer’s key vendors include Canadel, which is popular at middle to upper middle price points because of the almost infinite number of custom finish combinations that are available, and Jofran, which he said is a top-selling line at lower price points because of the quality, styling and value it represents.
“Canadel is extremely hot. Our customer loves the ability to custom order it and get it quick,” Colin said. “They’re willing to pay for quality. They’re willing to pay to customize it.”
However, he said the number-one dining room product currently on Kittle’s floor is Klaussner’s Trisha Yearwood Home line, which he described as being styled well and priced well. “That’s about as formal as we really get,” he said of the Yearwood line.
He noted that Kittle’s also is having success with the Rachael Ray Home dining room line from Legacy Classic. And while he acknowledged he has not always been a huge fan of licensed collections from celebrities, he said it’s hard to argue with the success of both the Trisha Yearwood and Rachael Ray products.
“Some of the celebrity products do make sense on the dining room side,” he said.
Jofran’s Studio 16
Featuring a warm, wire-brushed distressed finish and metal detailing, this stylish group is suitable for a variety of room settings, especially when paired with the genuine leather Avalon dining chairs shown here. The table and four chairs retails for about $1,099.
Caracole’s Open Invitation
A restrained yet elegant silhouette defines this statement-making rectangular mahogany table. The custom designed finish brings out the mahogany grain and offers a subtle gold fleck, which is suspended in the finish. The legs and table apron are finished in a complementary Espresso Bean finish, and a thin Gold Bullion bead delineates the table’s apron. The table is 98 inches long and can be extended to 142 inches.
Bassett’s Artisan Dining
This bench-made domestic product is crafted from Appalachian hardwoods selected for their distinctive wood grains. The hand-planed live edges and exquisite finish give it an heirloom quality. Rectangular tables that seat eight to 10 are available in 72-inch, 90-inch and 108-inch models.
International Furniture Direct’s 962
A longtime best-seller, it features a hand-wrought iron base with metal trim and nail heads around the top. The table top features a distressed multi-color finish on solid wood, while the chairs are 100% solid wood and ship fully assembled. Approximate retail for table and 4 chairs is $1,299.
Fine Furniture Design’s Brentwood
The Brentwood Mila dining table, combined with the Mina dining chairs, feature an artful mix of styles, textures, materials and details that appeal to those who are equally comfortable at a world-renowned restaurant or eating takeout at the kitchen table. The table, shown here in a Sherwood Natural finish, has a tulip pedestal base.
Approximate retail price is $5,500 for a table and four chairs.
Klaussner’s Trisha Yearwood Home
This popular collection includes Trisha’s Table, which features a coffee brown finish with heavy distressing and burnishing to create an uneven, relaxed appearance. It is shown here with the Nashville arm chair and Monticello Display china cabinet, which is a statement piece itself. The 102-inch table and four chairs retail for about $1,399.
Sunny Designs’ Bourbon County
The distinctive ladderback chairs, wire-brushed oak top and French Country finish have helped make this dining group a winner in all regions of the country. Made of poplar solids, the leaf can be stored in a felt-lined compartment under the table. Approximate retail is $999 for the table and four chairs.
Wesley Allen’s Tucson
Aimed squarely at Millennials and their dislike for formal dining tables, this is one of several casual dining sets that have become hot sellers. Made of hand-crafted iron, it is suitable for an eat-in kitchen and can double as a place for the kids to finish their homework.
Universal Furniture’s Synchronicity
The boldness of mid-century, California coastal architecture inspires this casual contemporary group, reflecting the relaxed 1960s culture in Southern California, with strong linear forms, cantilevered and slab elements. The mellow two-tone finish features a medium brown Horizon stain and a creamy Morning Light complement. The table retails for about $1,425.
John Thomas Select
The snow white finish of this gathering height table, paired with black onyx chairs, is one of more than 2,000 finish combinations available with this domestically produced line.
LumiSource’s Oregon
The industrial look is in full view with this popular set, which features metal legs and backrests juxtaposed with wood-finished seats and tabletop. It is available in antique metal/espresso wood, Grey metal/brown wood, and vintage white metal/ espresso wood. Table and four chairs retail for about $679, while bench retails at $199.
Standard Furniture’s Cambria
Featuring vintage styling, this best-seller invites you to gather ‘round with friends and family. It has weighty vase turnings and a distressed two-tone black and dark toffee finish. Approximate retail price is $1,649 for the table, two armchairs and six side chairs.
Vanguard Furniture’s Hoag Lane
From the Thom Filicia Home Collection, this table is made of Manchurian walnut solids and veneers and is available in a variety of finish options, including standard stains, artisan wood stains and premium leaf’s. It includes two 20-inch extensions, allowing the table to expand up to 120 inches for up to eight guests. Suggested retail starts at $4,497.
March 14,
2017 by Jane Chero in Product
By Larry Thomas
Whatever the occasion, occasional furniture is continuing to move steadily from manufacturers’ warehouses to consumers’ homes as the Millennial generation increasingly drives the category’s style and design directions.
Vendors say sales have remained strong despite weaker demand in the second half of last year, noting that occasional pieces can be popular even in the toughest of business conditions because they represent an easy and inexpensive redecorating option. Plus, it’s a low-risk way for consumers to experiment with a style change. If they decide they don’t like the new look, they aren’t stuck with a complete room makeover that may have cost thousands.
“By replacing an occasional chair or coffee table and updating the pillows and rugs, a consumer can get a brand-new look with the same core pieces and hasn’t made a huge investment,” said Rodd Rafieha, senior vice president at Abbyson Living.
That can make occasional pieces trendy stand-alone purchases, given that consumers increasingly are turning away from buying large numbers of items from matched collections.
“We don’t do short collections … everything is very eclectic,” said John Michaelides, senior vice president of sales at Linon Furniture. “But if a consumer wants to build a room around them, they certainly can.”
Michaelides and other executives said that, while coffee tables, end tables and sofa tables still make up the vast majority of occasional furniture purchases, items such as serving carts, bar stools, magazine racks, jewelry armoires, and even small writing desks are now classified as occasional furniture on many retail sales floors.
“Each item stands alone,” Michaelides said. “The value and the look must resonate with the consumer.”
According to research by Impact Consulting Services, parent company of Home Furnishings Business, sales of occasional tables at retail grew slightly faster than overall retail furniture sales in 2016. The research estimated occasional sales at $14.95 billion last year, an increase of 4.06% from 2016. Total furniture sales, meanwhile, were an estimated $82.47 billion, up 3.65% from 2016.
The 2016 figures represented a reversal from 2015 and 2014, when the growth of overall retail furniture sales easily outdistanced the growth in occasional sales.
The research showed that occasional sales were up 5.19% in 2015, compared with a 6.22% jump in retail furniture sales. And the gap was even larger in 2014, when occasional grew only 2.53% while retail furniture sales jumped 6.37%.
Rafieha and John Lannertone, vice president of sales at Modus Furniture, attributed at least some of the most recent growth to Millennials, who increasingly are driving sales and steering style and design trends.
“The demographics that buy furniture are shifting from the Baby Boomers to the Millennials,” Rafieha said. “They love color and the clean lines of the mid-century style, and the glamorous metallic and opulence of modern glam. Metallics have been a huge trend in fashion for several years, and it is natural for these trends to migrate to the home furnishings world.”
Lannertone said the recent uptick has supported the timing of his company’s renewed emphasis on occasional.
“We’ve always had occasional to go with our bedroom furniture and other offerings, but we were not a big player,” said Lannertone. “We put more emphasis on occasional the last three years, and our larger program has been a great addition for us. We seem to be getting a lot of slots – a lot more than we thought we would get. It has been pretty wild.”
He said the company’s focus on solid wood construction – the same material used in its other wood furniture collections -- also has helped boost its occasional business. “We’re not using inexpensive materials, so we’re not competing against promotionally driven wholesalers,” said Lannertone. “That has gotten us a lot of attention from some very major retailers.”
Style-wise, he said rustic contemporary has been the leader, which is not surprising given Modus’ focus on solid wood and middle to upper-middle price points.
At Abbyson Living, Rafieha sees no slowdown in the mid-century and modern glam styles that are powering that company’s occasional sales.
“The mid-century trend, with its brighter upholstered pieces and clean lines appeal to a broad range of demographics,” he said. “Modern glam is characterized by metallic finishes, mirrored surfaces, tufting, and luxurious fabrics. We have seen great success here and continue to expand our assortment.”
A survey of consumers who recently purchased occasional tables showed that traditional and contemporary were the two most popular styles, by far, according to Impact Consulting. They were favored by 32.9% and 35.1% of those surveyed, respectively. Country/rustic was third at 16.2%, and no other style was favored by more than 7%.
Regarding price, the survey results were much more evenly divided. When asked what they would expect to pay for an occasional table grouping, 36.2% said $250 or less, while 32% said $250 to $499, and 28.5% said $500 to $999.
And not surprisingly, end tables and coffee tables were the most frequently purchased occasional tables. The survey showed that end tables were named by 41.5% of those who had made a recent purchase, while a coffee table was purchased by 31.9%. A sofa or console table was purchased by 17.9% of those surveyed, while nesting tables were purchased by only 8.6%.
Michaelides, for one, believes that the percentage of those buying a sofa or console table will increase significantly in the next few years, and noted that the item is now Linon’s fastest-growing occasional furniture piece.
“It’s really the hidden gem among occasional tables,” he said. “It can go in a hallway. It can go in a bedroom. You can put a flat-screen TV on top of it. You can put it in a game room to hold all the Xboxes and that kind of stuff. And you can even put it in a home office.”
And it’s that versatility, he said, that’s driving the product’s growth, noting that in several of Linon’s collections, the console table is outselling the coffee table.
“The more rooms where that item fits, the more opportunities we have to sell it,” he said.
February 21,
2017 by Jane Chero in Advertising, Industry
By Larry Thomas
Continuing a pattern of slow, but steady growth, area rugs kept pace with nearly all other home furnishings categories last year amid the often turbulent election-year retail climate.
That wasn’t surprising since furniture and rug purchases often go hand-in-hand, but many rug company executives believe the bevy of products launched at January trade shows – particularly the Atlanta International Area Rug Market and the Las Vegas Market – could help send the category to new heights.
Executives say blues and neutrals remain the dominant colors – known as colorways in the rug world -- on most top-selling rugs, but rugs containing splashes of brighter colors have worked their way onto the best-seller lists of several vendors.
“Our hand-tufted and hand-knotted rugs continue to evolve with changing and modern color palettes, bringing an updated look and feel to traditional interiors and providing texture and sophistication to modern environments,” said Satya Tiwari, president of Surya.
However, he noted that modern color palettes are no longer limited to hand-made products, which typically carry a high retail price tag.
“With our new machine-made rugs, great ‘high-end’ design is within the reach of more people,” Tiwari said. “What’s possible in rug design continues to inspire us every day to create ever more relevant designs that are so well in tune with home design and color trends.”
Research by Impact Consulting Services, parent company of Home Furnishings Business, shows that retail sales of area rugs totaled an estimated $5.49 billion in 2016, a 3.7% increase from 2015. Furniture and bedding sales growth was slightly slower, rising 3.4% to an estimated $95.68 billion in 2016.
For the first three quarters of 2016, area rug sales growth outpaced furniture and bedding growth more significantly, rising 4.2% from the first three quarters of 2015. During that same period, furniture and bedding retail sales grew just 3.1%.
In fairness, the furniture and bedding figure was dragged down by bedding sales, which grew a meager 1.3% in the first three quarters of 2016, according to Impact Consulting research. When bedding is taken out of the mix, furniture retail sales were up 4.1%, just 0.1% below area rug growth in the first three quarters of 2016.
It’s Not All Blue and Neutral
Additional research by Impact Consulting, including a survey of consumers who recently purchased an area rug, bears out manufacturers’ focus on blue and neutral colorways – but indicates the door should be left open for some brighter hues. According to the survey, 36% said neutral was the dominant color of their new rug, while 24% said it was blue.
Interestingly, 24% also said red was the dominant color, but no other color was named by more than 8% of those surveyed.
The survey indicated design trends are not as clearly defined as color trends. Some 24% said geometric was the overall design element, but another 20% each said solid and contemporary print was the main element, and another 16% said it was a traditional print.
Florals and zig-zags garnered 8% each, while stripes were mentioned by just 4% of those surveyed.
If the increased interest in brighter colors and non-solid design patterns continues, executives say it wouldn’t be the first time for such an occurrence. Capel Rugs, for example, said they saw significant growth in those areas last year, and is celebrating its 100th anniversary this year by bringing out two colorful collections inspired by products that were popular in the 1970s and 1980s.
One is a collection of braided rugs that gives “the original colonial design a modern spin,” while the other is based on a design that was selected for the World Floor Covering Assn. Hall of Fame in 1978.
“Our theme for the centennial celebration is ‘100 years of heritage in every rug’,” said Cameron Capel, vice president of national accounts. “One hundred years in business is a major milestone, and it underscores our long tradition of providing the very best quality, service and customer satisfaction.”
Who Needs the Internet?
Unlike furniture, where internet research is king, 40% of the recent rug purchasers surveyed said they did no internet research before making their purchase. Some 20% said they did one to two hours of internet research, while another 32% said they spent two to four hours.
The relative lack of internet research suggests an area rug is often purchased as an add-on during or shortly after a furniture purchase. Some 84% of those surveyed said they bought their rug after buying furniture, and another 4% said they bought the two together. Only 12% said they bought furniture after their rug purchase.
Another casualty of the lack of internet research (and quite possibly a lack of retail sales training) is basic product knowledge, the survey also suggests. A whopping 88% of those surveyed said they did not know the country of origin of their most recent rug purchase, while 52% said they did not know what their rug was made of (wool, natural fibers, synthetic fibers, etc.).
And not surprisingly, 40% said they did not know if their rug was machine-made or hand-made.
But the interest isn’t being totally dissed by consumers buying area rugs. The survey showed that 24% of recent purchasers bought their rug on the internet, while a solid 48% said they bought it at a mass merchant such as Target or Wal-Mart. Another 12% found it at a home improvement store such as Home Depot, and only 8% made the purchase at a traditional furniture store. The final 8% used a rug specialty store, according to the survey.
Regarding price, lower price points ruled the day, as some 80% said they paid $399 or less for their rug – 40% paid less than $100 and 40% paid $100 to $399. The next-highest price category was $800 to $1,499, which was paid by 8% of those surveyed. Just 4% each reported paying $400 to $799; $1,500 to $1,999; and $2,000 and above.
Loloi’s Anastasia
Ornate distressed traditionals are modernized by illuminating colorways in this collection. Power loomed in Egypt of polypropylene and polyester, the rug is durable and easy to care for, plus it gives the appearance of being a fine rug made by hand. The intricate detail, luster of colors, and unbeatable price point establish its value.
Safavieh’s Florida Shag
Detailed tropical patterns in warm, neutral colors bring Key West flair to this collection. The high and low pile of this shag floor covering accentuates the sculpted damask vines, colored in sandy beige, for a visual display with flowing dimension. It is machine-made using plush, durable synthetic yarns for added comfort and long-lasting beauty.
Couristan’s Madera
Made of 100% linen, this best-seller features cut pile accents over a sumac weave. Hand-made in India, it features soft, contemporary geometric patterns blended in a series of fresh, modern neutral colorways. Available in five sizes, it is shown here in a design that utilizes space-dyed yarns.
Tufan Rugs’ Vintage
This rug features a carving design that mimics a wear-off antique rug creating a “vintage” look, which makes it suitable for modern or classic settings. This luxurious rug is a combination of cotton and polyester and is hand-made in India. The collection comes in a variety of styles, designs and colors.
Jaipur Living’s Fables
Constructed of machine-tufted viscose and chenille, the Tria design brings any space to life with a fashion-forward color palette and a sophisticated, boldly-scaled contemporary pattern. The soft texture highlights the gardenia and pumice stone colorways.
Kaleen’s Weathered
This collection of indoor/outdoor rugs is hand-made of 100% PET polyester using a unique cross-tufting to create a distressed appearance. It is shown here in the popular blue/gray colorway.
Rizzy Home’s Dimension
Utilizing an innovative construction that combines a looped background with cut pile, this collection features a textured, striation appearance and a seamless blend of traditional and contemporary design elements. It is made of hand-tufted wool with a cotton/latex backing and is available in blue, gray and ivory colorways.
Orian Rugs’ Skyline
From the Next Generation collection, Skyline brings a casual look into the home with its exquisite details. The faded colors of cream and blue switch off to make an ocean tide theme. It is soft and durable and machine-made domestically. Suggested retail for a 5 x 8 rug is $375.
Surya’s Zahra
Hand-knotted in India, this 100% wool rug features a low-pile construction and is available in 10 colors. It comes in four standard sizes (2 x 3, 3 x 6, 5 x 8 and 8 x 11), but custom sizes also are available.
Nourison’s Twilight
A supernova takes shape in this rug as a spectrum of neutrals expands from the nucleus of rich platinum tones into an effusion of taupe rays on an ivory ground. With a burst of light, it brings dynamic radiance into the room. The hand-washed, hand-finished collection is machine-made of 40% wool and 60% Luxcelle.
Capel Rugs’ Simply Gabbeh
A traditional variety of the Persian carpet, tribal designs and geometric patterns are combined to create this colorful collection. It is hand-loomed in India of 100% wool and comes in four sizes.
Suggested retail for a 5 x 8 rug is $599.
Tayse Rugs’ Dakota
Part of the Festival collection, this versatile rug can be used with rustic or modern décor. Rich hues of brown, green, tan, red and blue are paired with a simple brushstroke pattern to make it suitable for virtually any room. It is machine-made with soft polypropylene fibers and jute backing.
Feizy’s Fiona
The Fiona collection is a dramatic grouping that interprets transitional designs in a bold palette of contrasting neutrals. Power loomed in art silk, the luminous sheen lends each piece a modern edge, while erased patterns impart a hint of vintage. It is shown here in dark gray.
Kas Rugs’ Artisan
Marketed as “artwork for your floors,” rugs from this transitional collection are hand-tufted and add an element of dimension to any room. Featuring a half-inch pile height, the collection is made in India of wool and viscose.
January 23,
2017 by Jane Chero in Mattresses, Product
Despite a sometimes sluggish 2016 and an especially tough third quarter, the bedding industry continues to entice consumers with everything from hybrid mattresses that combine innersprings and specialty foam to ultra-plush pillowtop models that dissipate body heat to keep sleepers cool.
Most executives believe the previous year was something of an aberration, caused by the lengthy, heated U.S. presidential election, uncertainty surrounding the combinations of some of the industry’s biggest brands, and temporary turmoil spurred by the consolidation of several large mattress specialty retailers.
But executives say they aren’t deterred, and they’re not holding back on the product introduction front at this month’s Las Vegas Market, when more than 100 showrooms will have new mattresses, foundations, adjustable bases, and a variety of sleep accessories on display.
“The bedding market is still being driven, to some extent, by the commodity (product) strategies of manufacturers and retailers, but if you can stay above that, business is still pretty good,” said Kevin Damewood, executive vice president of sales and marketing at Kingsdown.
The January market at Las Vegas has become the key bedding market of the year because that’s when producers launch the overwhelming majority of their new products. Unlike their colleagues in the case goods and upholstery categories, mattress producers don’t feel compelled to have product introductions four times a year – twice in High Point and twice in Las Vegas – and a number of manufacturers no longer have showrooms in High Point.
According to revised figures compiled by Impact Consulting Services, parent company of Home Furnishings Business, bedding shipments totaled $3.67 billion in the third quarter, a drop of 2.4% from the third quarter of 2015. That represented the first quarter-over-quarter decline since the Great Recession, and since fourth-quarter figures aren’t yet available, it’s not clear if the industry had a positive year.
For the first nine months of 2016, shipments were just 0.9% ahead of the same period in 2015, according to the research.
Kevin Toman, president of Englander, said he believes many of the industry’s second-tier brands (such as Englander) are performing better than the four largest brands because of the consolidation involving Simmons and Serta, who are under common ownership, as well as Sealy and Tempur-Pedic, both of whom are owned by Tempur-Sealy International.
In addition, he said consolidation at retail, which has been driven by acquisition-minded Mattress Firm, has negatively impacted the larger brands more than the second tier.
“The industry is in chaos right now … and I think the second-tier brands are gaining market share,” Toman said. “There’s a real opportunity for brands like us.”
Toman, Damewood and other executives say hybrid mattresses, which combine innersprings and specialty foams such as latex or memory foam, are still selling briskly, as is just about any mattress designed to keep sleepers cool through the use of gel-infused foam or specialty fibers that direct body heat away from the mattress surface.
However, Damewood said Kingsdown is having particular success with its proprietary Sleep To Live diagnostic system, which gives consumers a mattress recommendation after lying down on a diagnostic mattress that makes numerous calculations about pressure points around the body.
Consumers who make a purchase after using the diagnostic system typically spend $2,499 and up, he said, noting that the system now accounts for about 40% of the company’s sales.
A survey of recent mattress purchasers by Impact Consulting asked consumers, among other things, what type of mattress they bought. More than half (53.31%) said innerspring and another 35.67% said memory foam. Only 7.65% said latex foam and 3.36% purchased an air bed. No one admitted to buying a waterbed.
When asked what other mattress-related products they purchased, 54.5% said they bought a box spring or other non-moving base, and 51% said a mattress pad. Nearly 40% said they bought at least one pillow and 35.4% bought a bed frame, according to the survey.
The survey also said only 4.45% also purchased an adjustable base, a figure that surprised many industry executives, given the popularity of the product in recent years and the entry of numerous vendors in the category.
Specialty sleep products supplier Glideaway, for example, said sales of its Comfort Series Lifestyle Base have nearly tripled in the past two years as the company has brought out numerous new designs.
“Glideaway has become a significant player in the adjustable base business in a short amount of a time,” said Dan Baker, executive vice president of sales. “The options we continue to offer across our Comfort Base line are really resonating with consumers. We are excited about our upcoming additions to the line that we’ll unveil at the Winter Las Vegas Market.”
In addition to raising the head of the bed to an almost infinite number of sleeping positions, many adjustable bases have a wide range of other features such as charging stations, massage, pre-programmed settings and even Bluetooth speakers.
When asked where they made their mattress purchase, bedding specialty stores were the runaway winner at 43.2%. Traditional furniture stores were next at 24.55%, and no other format captured more than 10%.
Registering under 10% were mass merchants (8.95%), department stores (8.75%), the Internet (7.85%), and wholesale clubs (6.65%).
And while gel-infused foam is now offered in some mattresses by virtually every manufacturer, the survey showed most consumers didn’t know why it’s there. Less than half (46.75%) answered correctly and said it would make the bed cooler.
Another 26.8% said it would add more support, and 20.85% said it would make the bed softer. And 5.65% said it would make the bed warmer.
The survey also showed 24.555% paid $1,000 to $1,999 for their new mattress, the exact percentage that said they paid $600 to $999. Another 22.235% said they paid $300 to $599, and 13.29% said they paid $2,000 to $2,999. Only 8.9% paid $99 to $299, and 6.67% paid $3,000 or more.
Therapedic’s Medicoil HD 5000
The HD 5000 (HD for heavy-duty) is part of a four-model lineup designed for firmness and durability. In addition, it’s nearly totally resistant to body impressions, which addresses a common complaint among consumers buying a pillowtop mattress. Suggested retail is $1,799 in queen.
Tempur-Pedic’s Tempr Cloud Supreme
Designed to be soft on top, but with a supportive core, it features extra-plush top layers of the company’s proprietary memory foam that give it a pillowy feel without a traditional pillowtop design. The core includes additional layers of its proprietary foam that adapt to the sleeper’s weight and shape. Suggested retail is $2,499 in queen.
Sealy’s Posturepedic Premier Hybrid
This best-seller features a mattress that’s half foam, half springs. Memory foam is on the top layers for body-conforming comfort, while specially engineered springs underneath the foam deliver full body support. Suggested retail is $1,399 in queen.
Simmons Beautyrest Black Katarina
This plush pillowtop model put the focus on keeping the sleeper not only comfortable, but cool. Features include a fiber that dissipates heat away from the sleeping surface, a memory foam infused with diamond particles, and a second type of memory foam that relieves pressure points for freedom of movement. Suggested retail is $2,599
Restonic’s ComfortCare Hybrid Signature
Featuring two types of memory foam in the top cushioning layers, this mattress is designed to absorb, store and release heat as needed to keep the sleeper cool and comfortable. The foam layers sit above Restonic’s signature Marvelous Middle innerspring design, which utilizes individually wrapped and zoned coils to minimize motion transfer.
Pleasant Mattress’ Maxx Response Luxury Plus Hybrid
This model features a proprietary 3Mesh ventilation system, Serene foam and Leggett & Platt’s Samson wrapped coil innerspring unit. The company describes it as a “stunning lifestyle product with a tremendous comfort experience.” Suggested retail is $1,999 in queen.
Organic Mattress Inc.’s Duo
The Duo has been a winner for OMI for more than eight years because it allows each sleeper to customize the feel of the mattress. The premium model features three layers of GOLS-certified organic natural rubber that are individually encased in GOTS-certified organic cotton sleeves. Each layer is labeled with their firmness to allow for easy adjustment for comfort and pressure-point relief. Suggested retail is $6,545 in queen.
Kingsdown’s Crown Marquis
From the Crown Imperial collection of hybrid mattresses, this model features multi-level coil construction with layers of micro-coils and a layer of tri-zone wrapped coils to reduce motion. The springs are topped with gel-infused memory foam to keep the sleeper cool. The ticking is a blend of silk and wool for a luxurious hand. Retail price points for Crown Imperial models range from $1,999 to $3,999 in queen.
Classic Brands’ Cool Gel
At 10.5 inches high, the Cool Gel mattress offers a compelling combination of pressure relief support and thermal temperature regulation through gel-infused foam at a promotional price point. Suggested retail is $399.
E.S. Kluft’s Aireloom Sidestich
Part of the Aireloom Karpen Collection, Sidestitch mattresses are constructed with more than 45 pounds of natural cotton, feature more than 560 heritage side stitches and the company’s proprietary designed coils that curve heavy gauge metal into delicate inner springs for reactive support to deliver premium, all-night rest.
Boyd Specialty Sleep’s Broyhill Memory Foam
Made under a licensing agreement with Broyhill parent Heritage Home Group, this 8-inch memory foam mattress sits on a fabric-covered adjustable base with a remote control.
Spring Air’s Grand Award
The company’s flagship Back Supporter line includes this Grand Award model, which features a European waterfall design and retails for $999 to $1,499 in queen.
December 12,
2016 by Jane Chero in Home Office, Product
By Larry Thomas
Almost left for dead after the Great Recession, the home office category is in the midst of a robust rebound, thanks to renewed interest in working at home and a revival of styles that look nothing like the massive executive desks that once dominated the grouping.
Producers say that, while relatively few homeowners are setting aside a dedicated room for a home office, home office furniture is being purchased for family rooms, great rooms, bedrooms and other spaces that can be partially devoted to an office. That trend, in turn, has caused a move away from large office furniture collections and into more eclectic looks, which mirrors recent trends in upholstery and casegoods.
“There doesn’t seem to be any appetite for the old 12- to 14-SKU home office collection,” said Karl Eulberg, executive vice president of sales, marketing and merchandising at Martin Furniture. “We’re selling a lot of the smaller collections with no more than six or seven SKUs.”
Eulberg and other executives said that, in addition to a desk, current collections now commonly include a credenza, a hutch, a couple of file storage pieces, a bookcase, and not much else.
“Products in demand are bookcases that are as fashionable as they are functional,” said David Petersen, vice president of marketing at Stanley Furniture. “They serve to disguise a home office inside of a family room.”
Steady Growth
According to research conducted by Impact Consulting, parent company of Home Furnishings Business, the home office category accounted for $3.28 billion in sales in 2015, which was a healthy 4.54% ahead of 2014.
The growth rate wasn’t quite as fast as total furniture sales (excluding bedding), which grew 4.89% last year, but the category’s share of total furniture sales essentially remained steady at 4.18%.
For the first three quarters of 2016, the home office growth rate hasn’t been quite as robust -- 3.17% -- but the category maintained a 4.15% share of the total furniture market with $2.5 billion in sales.
Producers say that desks remain the most popular home office item, although writing desks and other smaller-footprint models are increasing in popularity.
Research by Impact Consulting shows that, among consumers surveyed in the past year, 23.9% said they preferred a writing desk – the same percentage as executive desks. The next most popular was a desk with a hutch, preferred by 20.3%, while an L-shaped desk was the choice for 17.9%. The venerable roll top desk was preferred by a mere 1.6% of those surveyed. (Graphic 1)
Design Matters
Hank Long, senior vice president of merchandising and design at Hooker Furniture, said that while the traditional 72-inch executive desk continues to outsell 66-inch models by about 3 to 1 when being purchased for dedicated home office rooms, desk sizes as small as 48 inches are gaining in popularity.
“These work well in bedrooms and other smaller rooms,” Long said of the 48-inch models, noting that 60-inch models, especially in writing desks, also are good sellers because they’re suitable for a family room or other larger multi-purpose spaces.
“Traditional with updated finishes still is our strongest category,” he said. “But we are having success with transitional and contemporary with more sophisticated finishes.”
Long and other executives said non-brown finishes with names such as graphite, stone and gray also are gaining ground.
The Impact Consulting survey showed that 50.4% of consumers have traditional-styled home office furniture, followed by 37.4% with contemporary. All other furniture styles scored in the single digits, with country/rustic at 4.1%, transitional and mission/shaker at 3.3% each, and cottage at 1.6%. (Graphic 2)
Eric Shupack, president of Furnitech, which sources its products from Brazil and sells primarily through the e-commerce channel, said one of his company’s hottest looks is an engineered graphite Italian veneer finish that recently was added to some transitional home office pieces.
“We can’t keep it in stock,” he said of the graphite finish. “I’m thinking of making it an option on every desk in the line.”
Although Furnitech’s home office products are largely transitional and contemporary styles, Shupack also said he has noticed less interest in large, multi-piece collections.
“People just don’t seem to have the space for a full office ensemble,” he said. “I think there’s an opportunity for multi-function pieces that can go into apartments and other smaller living spaces.
Despite Furnitech’s success in the e-commerce space, the Impact Consulting survey showed that nearly half of consumers said they would most likely shop for home office furniture at an office product store (26.4%) or a traditional furniture store (22.7%). A specialty store was the choice of another 15.4%, while a warehouse club was the choice of 13.6%. (Graphic 3)
Department stores were the choice of only 8.1%, while value merchants were preferred by 7.3%.
Walker Edison’s Midtown
At just 48 inches long, this streamlined writing desk is functional without taking up a lot of space. It is constructed of solid wood and the pullout, drop-down drawer converts into a keyboard tray. It is available in six colorful matte finish options, including Dusty Blue shown here. Others are Slate Gray, Brick Red, Canary Yellow, Black or Classic White.
Somerton Dwelling’s On Your Six
From the company’s iMPROV in G collection, this popular and versatile desk features warm oak veneers with a center drawer front that flips down to accommodate a laptop at a moment’s notice. It also doubles as a console table or server. At 54 inches wide and 22 inches deep, it has a cerused grey oak finish with a blaze red accent inside the drawer.
EuroStyle’s Hart
Designed by Marc Boudreau, this Pinnacle Award finalist in the home office category features sleek contemporary styling and is made of walnut melamine. Available in a black or white desk top, the collection comes fully assembled, except for casters or legs, and the desk features cord management. In addition to the desk, the collection includes a side return, and a two-drawer file cabinet that’s available in two configurations. As a space-saving feature, the desk legs can be removed and a file cabinet can fit under the desk to be used as legs.
Sligh’s Cross Effect
Crafted from quartered white oak veneers in a rich mocha finish, this collection from Lexington Home Brands’ Sligh brand offers an innovative fusion of contemporary and industrial design, featuring striking metal bases, decorative accents and custom hardware in a burnished bronze-finished silverleaf. Asymmetrical styling offers a slight urban edge to the look, enhancing its modern aesthetic and sophisticated appeal.
Legends Furniture’s Joshua Creek
From the domestically produced Joshua Creek collection, this 54-inch writing desk has all the understated charm and appeal of contemporary furniture featured in a Barnwood finish. Designed with simple lines and knotty alder solids and veneers, the company says it is appealing because it imparts a simple, yet elegant state of mind. And at 21 inches deep, it’s designed for compact work spaces.
Furnitech’s FT56CDG writing desk
From the Signature Home collection, this three-drawer, 56-inch writing desk features graphite Italian engineered veneers and a solid Brazilian cherry wood base and leg elements in an ebony finish. Functional as it is visually appealing, the desk features clean contemporary lines. It has three full extension drawers and a generous writing surface.
Flexsteel’s Eastchester
With layered base moldings, a tone-on-tone wood finish, and an open design, Eastchester has an antique yet timeless style. Cherry veneers and poplar wood round out the solid, durable construction, while customizable storage options make it ideal for any modern or urban space. The company says Eastchester is an ideal choice for those who want practical home office furniture with timeless elegance. Shown here are the 72-inch executive desk, and the accompanying 72-inch credenza and hutch.
Martin Furniture’s Hartford
This collection combines bold lines with a weathered, vintage finish and classic style elements. The warm, two-tone rubbed finish gives Hartford the relaxed feel of old world wood and the sophisticated turnbuckle and wire mesh details add a formal element. The collection is suitable for either a classic formal setting or a more relaxed, eclectic home. It includes a power center with two AC power outlets and three USB 2.0 connections.
Stanley Furniture’s Welton
From the Crestaire collection, this bookcase is designed to be fashionable and functional. When combined with the Crestaire desk, it is designed for use in a family room or other room that is not solely dedicated to a home office. The bookcase features two full extension drawers and four fixed shelves.
Hooker Furniture’s Rhapsody
The distinctive base and top design have combined to make this 66-inch desk a best-seller. In addition, the dry wire-brushed finish is on-trend. When used with the matching bookcases and lateral files, it makes for a complete small office without the heavy look of a double-pedestal executive desk.
Parker House’s Hickory Creek
The 60-inch writing desk features a refined rustic finish, built out of New Zealand pine solids and veneers. The desk is wire brushed before a multi-step finishing process gives it a distressed look. This desk is one of eight items that are part of the Hickory Creek modular office group, which allows creation of a multitude of room solutions.