From Home Furnishing Business
What Sells: Calm Sanctuary
2021 by HFBusiness Staff in Business Strategy, Industry
After a tumultuous year, nothing creates a safe haven like the warm, inviting retreat of a beautiful bedroom. For many, the bedroom has served as a quiet oasis apart from the multifunctional chaos of the rest of the house. With many consumers updating family rooms, dining rooms, and outdoor furniture, the bedroom has been no exception.
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.