Monthly Issue
From Home Furnishing Business
July 29,
2021 by HFBusiness Staff in Business Strategy, Industry 
Based on the FurnitureCore Industry Model developed by Impact Consulting Services, parent company to Home Furnishings Business, research shows the category has increased steadily over the past three years, finishing 2020 with $19.63 billion in sales and up from $18.04 billion in 2019. Not surprisingly, bedroom sales for the first quarter of 2021 jumped 31.3% above the same quarter in 2020, as the quarantine period of the pandemic began that March. Although behind the total industry growth of 9.3% from 2020 Q4 to 2021 Q1, the bedroom category did increase by 3.8%.
As you may guess, when polled on which bedroom furniture piece attracted the consumer most during their shopping experience, the bed topped out at 63.79%, followed by the dresser at 16.21%, the nightstand at 3.79%, the chest at 3.44%, and the armoire at 2.38%; 10.4% reported ‘other.’ The surge in furniture buying has not diminished the consumer’s need for value and functionality. Value combined with customization has led to success for Marge Carson. Offering choices in fabrics and leather for the headboard, with nightstands available to coordinate, has made their Palo Alto Contemporary Bed a top seller. “The bed combines a value price point with design details like wood trim and a plinth base that a local [dressmaker upholstery shop] wouldn’t be able to offer, making it unique in the marketplace,” said Jim LaBarge, CEO of Marge Carson. Many retailers and manufacturers are finding success with modern, scaleddown pieces, incorporating sleeker designs while also providing maximum storage. According to Jeff Schwall, national sales manager for Porter Design, their best-selling Urban Bedroom Collection “was created to address the increasing trend for small space living. The storage case pieces are intentionally reduced in scale to provide maximum storage while being able to easily fit into a smaller room. Our select mixture of solid sheesham hardwood allows us to deliver a modern, clean finish. And finished interior, solid wood drawers gracefully slide on side-guided roller ball bearing glides for ease of operation. Our bestselling Urban Collection features timeless styling for today’s modern home.”
Sam Moore’s Cardinal Bed Part of the Nest Theory Collection, the Cardinal Bed features a shelter-style headboard with vertical channeled details and is customizable with hundreds of fabrics. Suggested retail price is $2,499.
Combining modern style with sustainability has also proven successful for Greenington and their city-scaled Park Avenue bedroom crafted with solid bamboo. “Park Avenue’s sophisticated look has quickly become a top performer for our dealers. The consumer wants beautiful modern designs that have origins rooted solidly in sustainability,” said Troy Lerew, vice president of sales for Greenington.
Although contemporary furniture has grown in popularity, traditional bedroom furniture is still the most popular style, according to data from Impact Consulting, parent company of Home Furnishings Business. When asked the primary style of furniture in their bedroom, 39.23% of consumers surveyed said traditional, followed by contemporary at 25.87%, country/ rustic at 6.97%, country/European at 5.55%, transitional at 5.16%, Mission/Shaker at 4.26%, and cottage at 2.97%. Now more than ever, consumers value options when creating their perfect bedroom retreat.
May 31,
2021 by HFBusiness Staff in Business Strategy, Industry
As manufacturers keep finding new ways to balance these desires, the motion/recliner category continues to increase its share of upholstery. Whether it’s a recliner with all the bells and whistles — massage and heating, wifi connectivity, food trays, and even a six-pack cooler in the armrest — or a motion sofa that looks stationary, there is something for everyone.
When creating a motion piece that is both relaxed and refined, manufacturers must be careful not to sacrifice the comfort of traditional recliners. As Anthony Teague, SVP of merchandising for Jackson/Catnapper, points out when describing the company’s best-selling Calvin sofa, “We often talk about the ascension of the motion sofa from the basement to the living room, and the Calvin epitomizes the meaning of that statement. The secret to the more ‘stationary-looking’ motion Catnapper has successfully launched across the country is the fact that the category is still anchored around comfort. So many attempts at making reclining sofas that don’t look like ‘motion’ have failed because they are not giving the consumer the one thing they expect from motion — a great seating experience.”
Balancing comfort with the style of stationary has also led to success for Nice Link Home Furnishings. According to President Jay Carlson, “Our leather power motion and recliner are top sellers because they both provide comfort and convenience in a fashionable, high-leg stationary design.”
According to a FurnitureCore, Inc., survey developed by Impact Consulting Services, parent company to Home Furnishings Business, 57.7% of consumers surveyed felt that the style of reclining furniture was an inhibitor to their purchase in the category. In the same study, consumers were asked to pick the top four items they have now or would want to have in their next reclining product.
The results were heat/massage at 58.41%, followed by automated adjustable headrest and lumbar supports at 58.10%, storage drawer at 49.21%, hidden tabletop at 45.08%, docking station for telephone at 31.75%, built-in remote at 28.25%, built-in beverage cooler at 27.62%, and surround sound system at 26.98%.
While upholstery, as a percent of total furniture sales, has dropped slightly from 2019 to 2020, the motion category continues to increase its share of upholstery sales — up to 13.7% when combined with leather motion, according to a FurnitureCore Industry model.
Recliners as a sub-category have dipped down to 8.35% in 2020 from 9.09% in 2019, but the motion/recliner category finished out 2020 with 22.09% of furniture sales compared to 21.22% in 2018. The model also shows the growth of motion within the upholstery category – jumping to 23.56% in 2020 from 21.66% in 2019 and 21.39% in 2018.
With more manufacturers and retailers evolving with consumers to find that perfect balance of comfort and style, the sky is the limit for the motion/ retailer category.
April 9,
2021 by HFBusiness Staff in Business Strategy, Industry
According to John Miranda, executive vice president at Jofran Inc., “As people are making the change to work from home and distance learning the demand for casual dining has increased. Families are looking for solutions to their newfound working and learning environment. By replacing their old tables with a larger one or something with built-in storage, it is allowing them to be more productive and efficient.” Other manufacturers agree. Cindy Shockey, Simply Amish furniture designer and sales representative says, “The demand for a more casual, yet highly practical, living space is on the rise as consumers want to truly live in and experience all parts of their home. Gone are the days of creating rooms that are too formal to be used or that are only used on special occasions. And yet, we want our spaces to feel unique and timeless. Practical and timeless do not have to mean that design or style take a back seat, quite the opposite.”
During the twentieth century, dining rooms became a part of the home where many Americans invested most of the decorating dollars - furnishing the room with chandeliers, large tables, and sideboards filled with expensive crystal, china, and silver. With the influx of open floor plans across the country, the defined dining room had all but disappeared. Now in the midst of COVID 19, the dining room’s appeal has reemerged as a place to both share meals and conduct daily life. And proof is the uptick in sales.
Versatility and variety is driving current bestsellers’ success. Don Montgomery, vice president of sales for Emerald Home Furnishings says, “Our best-selling table options in both size and application answer the basic questions for every consumer looking to update their dining area….will it fit where I want to use it? Soft finishes complimented by rich, dark tones addresses the second question…is it the right color? And finally, once in the home, our product establishes the buyer as a discerning shopper who appreciates a quality product.”
According to a FurnitureCore, Inc. industry model developed by Impact Consulting Services, parent company to Home Furnishings Business, dining room industry sales have jumped from $11.5 million in 2019 to $12.5 Million in 2020 — an increase of 9.2% and $46.2 million above the total 8.8% furniture growth for the entire industry. While dining room furniture sales growth was stagnant in the second quarter of 2020, due to stay-at-home orders and buyer uncertainty, sales rebounded by 16.6% in the third quarter and 12.8% in the final quarter of last year. Expect this category to continue to evolve as consumers look to create more functional space within every room.
January 22,
2021 by HFBusiness Staff in Business Strategy, Industry
Though the category has become much broader than the basic inner spring model, this familiar means to an end is still the most popular selection among consumers based on a FurnitureCore, Inc. survey developed by Impact Consulting Services, parent company to Home Furnishings Business. Of consumers that recently bought a mattress, 52.27% reported buying an innerspring model. This number is followed by memory foam at 40.91%, air (like Sleep Number) at 4.55%, and the most expensive, but durable solution, latex, at 2.27%.
With the circulation of the many ads on social media regarding new and exciting mattress products, familiarity and excitement surrounding sleep innovations will allow the consumer to increasingly branch out from the most basic models. In this pandemic economy, word of mouth has been more important than ever as many consumers are weary of leaving their homes to try out mattresses in person. One of the leading innovators in the field, not only in innovation, but also recommendation by word of mouth, is Intellibed, who has earned the coveted 2021 Women’s Choice Award for their excellent customer recommendation rating. Colin House, CEO at Intellibed, gives the insight behind the award winning technology, saying, “Intellibed’s Gel Matrix is the most innovative and technological breakthrough in beds since the invention of memory foam in the early 1990s. Gel Matrix technology, originally used (and still used today) in professional medical environments to bring comfort to burn and long-term patients, is scientifically-engineered to provide both a firm and soft sleep surface at the same time, reducing pressure points. The Intellibed Gel Matrix mattress provides retailers with a unique selling proposition to help them increase per-square-foot profits and elevates the shopping experience for every critical store visit.”
The fact that consumers are aware that mattresses should be replaced every few years keeps the category at the top of mind. Depending on several factors involving sleep patterns and the type of mattress purchased, the life span of a mattress may vary. But most important is the consumer perception of how often their mattress should be replaced. Based on the same consumer survey, the majority of consumers, 54.55%, believe a mattress should be replaced every 6-10 years. 11.36% of consumers believe that a mattress should be replaced every 5 years and will continue to invest in new mattresses until they find a solution to suit their needs. Of the remainder of the group, 27.27% replace their mattress every 11-15 years and 6.82% replace them between 16-20 years.
The year 2020 certainly brought about many disruptions in the industry with the mattress category significantly affected, but experienced a recovery late in the year. Margins placed on product can significantly boost retailer average ticket to help them over the slump. Manufacturers, such as Malouf, have product proven to do just that. Says Eric Holmstead, director of North American sales, “Our best-selling Wellsville Gel Memory Foam Hybrid provides a high-end feel and price point without the National brand cost, allowing retail partners to capture significant margin with placement on their floor.”
Though sales have been boosted through Q3 of 2020, product delivery is still being impacted at the retail level. Many retailers have expressed their challenge to receive product, but few manufacturers are situated perfectly to meet the demand. Shaun Pennington, president of Diamond Mattress, explains his company’s unique ability to satisfy demand, saying, “As a vertically integrated U.S. manufacturer, Diamond Mattress is delivering products on time nationwide while avoiding many of the supply chain issues the industry is facing. The ability of U.S. producers like us to innovate and create more value for retail programs continue to make bedding a strong and growing category for furniture and mattress retailers.” Cheers to 2021 and the hope the year brings as we inch closer to our new normal with product innovations, supply chain solutions, and with the help of a good mattress, some deep sleep!
September 29,
2020 by HFBusiness Staff in Business Strategy, Industry
Based on a FurnitureCore, Inc. Industry Model developed by Impact Consulting Services, parent company to Home Furnishings Business, the broad upholstery category has maintained its 34% of total furniture and bedding sales compared to the same quarter last year (Q2/2019). Manufacturers have certainly noted the sustained demand bolstered by the current reality of increased time at home and have weighed in on what consumers are searching for.
“Our collections are rooted in uncomplicated luxury, designed for spaces that are real, relaxed, and refined,” said Jay Peters, vice president of merchandising at Standard Furniture. “And, now more than ever, we find consumers are asking for easy, comfortable pieces that provide a sense of home, creating a space that the whole family can enjoy.” Suzanne Henson, vice president of merchandising and marketing at Craftmaster Furniture, expands on how home life has been impacted and how product demand has been reshaped, saying, “The COVID situation is definitely bringing a greater focus to life at home.
Along with a huge increase in overall demand, we’re seeing a few distinct trends emerging. First, the demand for fast delivery is so important. Because of the rising tide in business, retailers are having issues keeping stock on their floor, and manufacturers are scrambling to keep their delivery times from going out too far. So any product we can deliver quickly to a retailer is a hot commodity and means the retailer can keep their floors refreshed. Second, we see even more demand for customizable sectional groups. Consumers have fewer distractions right now and are able to spend some time creating custom pieces that work specifically for their room.” Again, a keystone to the success of this category— the sectional— is magnified.
“Nothing seems to be more compelling at retail right now than sectionals,” says Anthony A. Teague, senior vice president of sales and merchandising at Jackson Catnapper. “In stationary seating, sectionals represent four of our top six selling items and we wanted to translate that success to the motion category. We believe by using fabric combinations that are more commonly associated with stationary, we are bringing a new customer to the motion category and the proof has been evident in the numbers.”
Whether the consumer is looking for a stationary or motion solution for their new reality, a survey conducted by FurnitureCore helps define additional factors related to consumer purchases in the category. Shoppers were polled on their preferred style of upholstered furniture and found that a vast majority (56.25%) preferred traditional stylings. Second was contemporary at 28.13%, followed by rustic at 6.25%. Mission/shaker, cottage, and transitional tied with each at 3.13%. Additionally, the survey analyzed which look the consumer finds preferable in upholstered furniture. 59.38% favors plump, overstuffed deep seating while the remaining 40.63% prefer a sleek, tight body cover following the lines of furniture.
Most importantly as we face delays in today’s COVID-world, the survey polled consumers on how long they would be willing to wait for a custom order sofa. This survey pre-dates the pandemic, but may lend some insight into wait times for more standard SKUs as the industry gains momentum following mandatory shutdowns across the country and abroad. The survey found that most consumers (40.63%) are willing to wait two weeks to a month for a custom sofa, 15.63% are willing to wait 1-3 months, 6.25% are willing to wait 3-6 months, and 3.13% are able to wait more than 6 months. The remaining 34.38% are only willing to wait less than 2 weeks. The demand is there. The following products are sure to help uplift the consumer’s spirits and satisfy their need for a comfy family area.
