Motion enjoys January sales spurt
By Larry Thomas -- Furniture Today, January 27, 2003
San Francisco — Motion upholstery producers showing here said the new year is off to a fast start, with everything from entry-level recliners to high-end home theater seating selling briskly.
They cautioned, however, that retail remains a bit soft overall, and many acknowledged they're uncertain if the sales momentum can sustain itself.
"There's a lot of pent-up demand ... but I still don't think retail is back where it needs to be," said Tom Mehalko, vice president and general manager of glider rocker producer Towne Square. "I think it may be another six months before it turns around."
Nevertheless, Mehalko and other executives are welcoming the January sales spurt, and many are priming the pump in hopes of extending it into February and March.
"So far, January has been very good ... and it looks like the first quarter could be the biggest quarter of the year," said Larry Smith, senior vice president of corporate marketing at motion furniture major Berkline/BenchCraft.
With the High Point market slightly more than two months away, motion furniture makers introduced little new product in San Francisco.
However, that was not a major issue because many buyers who shop here don't visit High Point.
"I would say that 80% to 90% of the people we saw here do not attend High Point," said Greg Roy, vice president and general merchandise manager at Lane. "We were pleased with the (showroom) traffic."
Lane was among the handful of exhibitors to unveil a motion upholstery product — in its case, a home theater seating unit that marked the company's debut in the category. The four-seat unit, which retails for $2,999 in leather and $2,499 in faux suede, is the first of several such home theater groups Lane plans to introduce during 2003, Roy said.
"It was very well received," he said. "It makes a great display with some of our new case pieces."
Flexsteel, which made its home theater seating debut in October in High Point, unveiled a second seating group here.
Keith Feuerhaken, Flexsteel's vice president of home furnishings sales, said his company also plans to expand its presence in the category.
"We're starting the new year with several very exciting opportunities," Feuerhaken said.
Others unveiling new motion product included Ashley, which reported success with a leather motion sectional retailing for $1,999, and Best Chairs, which had good feedback on a pair of new glider rockers.
"We had a good year last year, and this year is starting off well too," said Brian Lange, vice president of sales and marketing at Best Chairs. "And our recliner business has been awesome, especially at $399 and $499."
Canadian motion specialist El Ran Furniture also had good response to its new offering, a contemporary leather seating group with a reclining chair, sofa and loveseat.
"It was good show; very active," said El Ran President Sheldon Lubin. "We opened a lot of new accounts."
Palliser, Canada's second-largest furniture producer, also reported brisk traffic in its new and much larger showroom.
Tom Enns, merchandise manager for motion furniture, said buyers were enthusiastic about the company's home theater seating, which was unveiled in October in High Point but is just beginning to land on retail floors.
"I think we've got a good 12- to 18-month ride with this home theater category," Enns said. "People are furnishing media rooms now. It's not the rec room or living room anymore."
