Bedroom resources get aggressive with launches
By Thomas Russell -- Furniture Today, August 4, 2008
Las Vegas — Facing tough economic conditions, bedroom resources spurred orders at last week's Las Vegas Market with aggressive product launches, incentives and pricing.
In many cases, the strategy appeared to have paid off.
AICO had one of the largest launches here with 14 new bedroom and dining collections, 11 of which are transitional or contemporary, a departure from the company's largely traditional and opulent roots. Many have storage options on platform beds and convertible armoire/entertainment units, features resonating with buyers seeking added value and function.
"Generally speaking, the overall reception on the transitional and contemporary lines has different appeal for different people," said AICO President Larry Rinaldi. "There is broad acceptance."
Other vendors having success with storage beds and functional bedroom pieces this market included Universal Furniture, Aspenhome, Klaussner, Primo Designs, Hamilton Spill and Standard Furniture.
Standard had 11 new domestically made laminate bedroom groups, its largest offering in the category at a single market in eight years. Priced at $799 to $899 for four-piece groups, many struck a chord with retailers looking for competitive prices.
The company also received strong reaction to the British Colonial-influenced Churchill Manor, the transitional Westport and a transitional/soft contemporary group called Urban Classics.
Sandberg Furniture offered five new youth bedrooms featuring $199–$299 beds, which it said were a hit with buyers. Sandberg also sharpened prices on its domestic laminate lines, from $999 retail to $599 for four-piece groups and received a good response, said President and CEO John Sandberg.
"We have been selling to the same dealers we have been selling to for years," Sandberg said. "They need the lower price points to advertise and bring people in."
Fashion Bed Group launched 21 metal beds and wood and metal combinations. Dealers liked a number of them, including the $599-retail Legion, a traditional bed in a finish called ancient gold, and the Calypso at $499 retail, featuring glossy black or glossy white finishes and a square-tube headboard and footboard.
The company also spurred interest and orders by offering discounts of 25%-30% on about 20 slow-moving items.
"Ordering is heavy, but we have a lot of closeouts," said Rob Woods, president of the Leggett & Platt Consumer Products Group that includes Fashion Bed Group. "People are looking for deals."
Pulaski Furniture had two new transitional bedrooms, both of which made the cut, said Page Wilson, vice president of sales and marketing. One, the Midtown, was listed at the company's sharpest price point in memory, with a four-piece group retailing at $1,499. Along with the price, dealers liked the clean line approach, a significant departure for Pulaski.
Domestic producer Vaughan-Bassett reported success with an updated traditional group in merlot and mountain cherry finishes, priced to retail at $999 for a bed, dresser and mirror and $1,199 for a bed dresser, mirror and nightstand.
"We're hitting price points on these new items that we haven't had in years," said President and CEO Wyatt Bassett.
Broyhill had especially strong early reaction on Sunset Point, a bedroom, occasional and casual dining collection. Dealers liked the tropical style influences highlighted by wicker accents, the head and footboard of a panel and poster bed, and bamboo shaped posts and carved lotus blossom details on various pieces.
Bedroom resources such as Lexington Home Brands, Wynwood, Vaughan-Bassett and Embassy International also saw strong interest and order writing on some existing groups.
