Leather exhibits global muscle
By Joan Gunin -- Furniture Today, September 17, 2001
HIGH POINT — Leather upholstery from around the globe continued to play a major role at premarket last week, with product from Italy, China, Mexico, Australia and America much in evidence here.
Home Impressions, a vertical operation based west of Shanghai, China, is completing its first year of marketing in the United States, utilizing hides from Australia.
"We sell leather hides to manufacturers as well as our own finished goods," said Gary Furnas, general manager for U.S. operations, in a new showroom at 1634 North Main St.
Home Impressions sells containers and through its warehouse in High Point, which stocks seven best-selling frames. The company plans to open a second warehouse to serve the West Coast.
Leather sofa prices open at $700 retail, but the bulk of the line targets $1,100 to $1,400, Furnas said.
The company this market adds a competitively priced fabric component. The frames, outfitted in prints and chenilles culled from Asian textile mills, will retail from $600 to $800.
Italian-owned DeCoro USA, which assembles in China using Italian hides, has upgraded its traditional product.
"We are feeling bullish," said President Jeff Baron. "We have added new traditional leathers, including a value story. We have also amplified our motion sofa presentation, bringing out five frames for October."
Italian-based Nicoletti unveiled a 50-piece leather swatch rack, while Natuzzi is hyping its promotional line, Italsofa.
Nicoletti continues to step up to higher prices with a selection of European-styled frames from $1,099 to $1,199 retail.
Mauro Bracchiale, U.S. sales manager for Nicoletti, said the company's microfiber collections are off to a fast start.
Natuzzi is broadening its Italsofa promotional line with the addition of sectionals starting at retails of $1,499, as well as adding sleepers and recliners to the assortment.
"We also are adding microfiber to Italsofa," said Dino Lorusso, president of Natuzzi Americas. "It's not only a savings on material, but we can use wider patterns and it is easy to stock."
Microfiber, typically priced 15% to 20% less than leather, has grown 10% in the past year and is projected to grow 14% to 15% this year, Lorusso said.
Divania this market will upgrade its core program, ranging from sofas at $599 to $1,099 retail to three-piece groupings retailing from $1,499 to $2,499.
"We're taking our best numbers and have quick-ship on 13 leathers and 10 frames," said John Sellers, president of Divania's U.S. division. "The customer can mix a combination of frames and leathers in one container with 10-week delivery."
Among domestic producers, Flexsteel is incorporating 12 new heavyweight leathers into its line, said Keith Feuerhaken, vice president of sales.
American Leather featured a new shape, the Rick Lee-designed Guggenheim, a slinky six-seat serpentine swing-out design. The frame extends to nearly 20 feet with an attached ottoman that swings inside as a foot nesting piece or outside for extra seating.
Ashley/Millennium is cross-merchandising its leather collections with sofa-sleeper, stationary and motion categories.
"We are rounding out our collection so we can be more complete in our offerings," said Ed Schneider, vice president of sales.
