RTA vendors expand horizons
By Tom Edmonds -- Furniture Today, January 27, 2003
High Point — Ready-to-assemble furniture makers are trying to make it happen. New categories, new price points, new ideas — all are getting a workout in the world of flat-pack furniture.
The category has been rocked by a three-year streak of losses, marked by disappearing retail accounts and generally weak demand, but this seems to have inspired some creative thinking. With no single category regularly ringing sales bells the way home office did three years ago, producers are probing for new ways to keep factories humming.
They've tried bedroom. They've reworked entertainment programs to match the new looks in electronics. Some have started importing. All have made adjustments.
Nobody appears to have hit a home run, but they're trying to start a rally with a bunch of singles.
As has been reported, Bush Furniture is making a big push with assembled case goods. Sauder Woodworking has developed licensing programs with Lynette Jennings. O'Sullivan Furniture is trying to develop furniture retailers as a new channel of distribution.
Now Ameriwood, positioned at the promotional end of the market when the current slump started, is looking to beef things up with new products at higher price points. Studio RTA also is broadening its assortment into higher price points. And Tvilum is bringing a new line of storage products to the U.S. market.
The stories on this page detail some of the new ideas taking shape in the world of RTA.
