HIGH POINT — It might be cold outside, but occasional table sales are heating up this winter. Spurred by new items at the October market, business has been on the upswing over the past few months, table resources report.
Activity appears to be across the board, from stand-alone tables to those that coordinate with major collections, with much of the action in the $299 to $399 retail range.
"Business is starting to turn up," said Thomas "Chopper" Russo, vice president of Union City Mirror & Table.
At Universal, Matt Williams, vice president of occasional merchandising, said the company had a strong October market by offering a lot of look at a great value, and that is spurring table sales.
The fall market was by far the best market ever for Collezione Europa, said Bob Carpenter, vice president of merchandising and key accounts. He said the importer's sales rose 30% in 2003, mainly from full-line collections, including occasional tables that match case goods or home entertainment. Occasional furniture now makes up about 15% of sales, Carpenter said.
Butler Specialty also reported a double-digit sales increase for 2003, including a 14% jump after the October market as compared to 2002, according to Dan Sumner, vice president of sales and marketing. Much of that growth came from occasional tables, he said, which make up about half the company's 600-plus items.
"A lot of retailers are buying based on good economic indicators," Sumner said. "A lot of retailers are hopeful as they gear up for 2004."
Occasional business in the second half of 2003 was stronger than case goods for Hekman Furniture, said Neil McKenzie, vice president of sales and marketing. Occasional tables account for nearly 20% of Hekman's sales.
Hekman has used aggressive promotions to drive business, McKenzie said, such as a stocking program where dealers get big discounts by committing to a certain amount.
Occasional specialist Stein World also reported business was up in 2003, while case goods manufacturers Bernhardt, Kincaid and Hooker reported their occasional sales grew last year.
Mike Spece, vice president of Hooker's import division, said the company's imports grew 50% in 2003 to about $150 million, including many occasional tables. One success at the October market was a home theater program imported from Honduras that included home entertainment centers and matching tables. Freestanding tables from Hooker's Seven Seas collection also are selling well, he said.
To match or not to match? Both approaches work
Many manufacturers are achieving higher sales with stand-alone tables, while others report success with tables that match either home entertainment or upholstered furniture.
Spece said Hooker's best-performing tables are those that are unique and have a lot of personality.
Eclectic looks continue to be stronger than matching table sets for Butler Specialty, Sumner said, estimating the company offers about 250 stand-alone tables.
Hammary Furniture has home entertainment furniture with matching tables, but most of its table business is separate from other categories, said President John Labarowski.
Stein World started out selling single pieces, but in the last year the company has grown its table sales with groups that include sofa, cocktail and end tables, said James Franks, chief operating officer.
Emerson et Cíe likes to develop single pieces, then see how the customers react, said Mark Emerson Smith, vice president of marketing. If a cocktail table sells well, the company might develop a matching end table, he said.
At Universal, sales are a mixed bag between stand-alone tables and those that match case goods, said Williams. For the April market, the company is developing tables to match sofas, he said.
Collezione Europa has 77 table groups, from freestanding to those matching entertainment and upholstery, said Carpenter. Stand-alone groups have a higher sales volume, but the matching groups are becoming more important as Collezione strengthens its whole-room approach.
Kincaid has a table program that marries with sister company Alexvale's upholstery, and that's been very successful for both La-Z-Boy companies, said Bob Lemons, Kincaid's senior vice president of sales. Occasional pieces now make up about 12% of Kincaid's sales, he said.
A range of pricing, with $299 the hot spot
Cocktail tables between $299 and $399 retail are selling well for many occasional and case goods companies.
Kincaid, Magnussen Home and Universal all have cocktail tables starting at $199. Kincaid, Magnussen, Stein World and Hekman report the hottest price point currently is $299. At Hammary, the strength in tables is between $299 and $499, while Universal is having success with pieces offering better looks between $249 and $349.
Union City Mirror & Table does 35% to 40% of its business in tables and is known for high and medium-high French provincial looks. But at the October market, Russo said the company targeted more medium prices in order to be a more complete resource in its style category.
Hekman used to offer some cocktails at $299, but the bulk was between $399 and $499. Coming out with more offerings at $299 in October led to a strong market, McKenzie said.
Tables between $399 and $999 are selling best now for Emerson et Cíe, which is celebrating its 20th anniversary this year.
High-end manufacturer Bernhardt is doing well with cocktails at $499, according to Jeff Behmer, merchandise manager for residential case goods in occasional and wall units. "When we are able to bring unique looks and materials, there is still velocity at $599 and $699," he said.
