Bradington-Young Expands Premium Recliner Portfolio

April 3, 2022  by Laurie Northington in Business Strategy, Industry   

Among the new designs are three Defy Gravity recliners—Sky, Cloud and Celestial, reclining chairs that are “designed to suspend your body in a neutral posture where your feet are elevated in alignment with your heart,” said Cheryl Sigmon, vice president of merchandising and product development. “When you recline in a Defy Gravity chair, you essentially experience a feeling of weightlessness, which allows you to release tension and to relax more fully. While these types of reclining chairs have been steadily gaining in popularity in the middle of the marketplace, we don’t know of any manufacturer who has made it a focus at the higher end making these introductions quite unique.”

According to Sigmon, the Defy Gravity reclining chairs feature Leggett & Platt mechanisms and are expected to retail in a starting grade leather for $2500.

Bradington-Young is the first manufacturer to utilize a new leading-edge mechanism from Ultra Mek on three more innovative designs—Doze, Repose and Trance—described as Power Glider Tilt Back chairs. Paired with their companion swivel ottomans, Sigmon believes the chairs will set a new standard in power motion seating comfort.

“What makes these designs so special is that the mechanism allows the chairs to glide even when they are in the full tilted-back position,” Sigmon said. “This is something that’s not been seen before. Available in either fabric or leather, or a combination of fabric and leather, with a choice of three metal bases in a choice of pewter, gunmetal or antique bronze finishes, the look is sleeker and more modern, and the comfort is simply out of this world. The chairs retail for $2800 in a starting grade leather.”     

The company’s “goal with these new designs is to appeal to affluent consumers and better-end retailers who don’t typically choose reclining chair styles but would appreciate the comfort they offer if it was presented in more upscale silhouettes and materials,” Sigmon said. “We are seeking to attract people who want motion furniture that looks more like stationary furniture. We are also targeting the interior design community with this product because we know there are designers who are creating libraries, dens and home offices in luxury residences who have limited options stylistically when their clients request chairs that recline.”

In many ways, Sigmon said, “Covid changed how consumers view seating comfort. In stationary furniture, we’re seeing much more interest in deeper seating across the board, and we’ve definitely been seeing an uptick in large sectionals where the entire family can pile on and watch a movie. For this reason, we think the time has never been more right for more attractive and luxurious reclining chair designs. We also think people are willing to pay more for pieces that are more comfortable and look just as good as they feel. The world has changed and it’s really all about comfort now.”