Hooker Furniture Adds New Functions to Motion Seating Line

June 9, 2021  by Laurie Northington in Business Strategy, Designer Weekly, Industry   

The additions were designed in response to rising demand for more comfortable and multifunctional furniture as consumers spend more time at home. Including a variety of concealed features that keep both form and function in mind, the additions – including additional storage, functionality and comfort settings – made their debut at the June High Point Market.

New comfort features include premium mechanical lumbar supports, extended footrests, power headrests and power recline functions, available in both zero-gravity and lay-flat modes. Hidden storage and additional functional elements include pop-out storage areas, USB charging ports, concealed cup holders and drop-down console tables.

“Our new motion seating options were created for design-oriented consumers who are looking for the practicality and convenience of many of these ‘creature comforts,’ but who are also drawn to more sophisticated styles,” said Jenni Jungers, vice president of Hooker Upholstery. “Our new introductions this Market provide both, with a variety of versatile products packed with cleverly concealed comfort settings and functions, all while being designed for a high-style environment.”

To support the launch at retail, the company has developed sales materials that identify the hidden features within item as well as a customizable ‘checklist hang tag’ that quickly summarizes all of the options available in each item on the retail floor. 

“These materials were designed as a ‘silent salesperson,’” Jungers added. “Each will provide an overview of the seating’s features to consumers in the absence of a retail sales associate, ensuring the concealed features don’t go unnoticed.”