HIGH POINT — Stationary upholstery makers will bring plenty of transitional looks to the market this week, but what they'd really like to do is transition right out of this economy.
Business has slowed to a trickle, so manufacturers interviewed last week seem to think that this market's activity will be reflective of the market slide and other dismal events that have occurred over the past several weeks.
They think dealers will be shopping for values, and will be unwilling to go out on a limb for anything risky.
“I think business is going to be — and I hate to say this — average,” said Ken Church of upholstery maker and importer Westgate, which opened six months ago and is now shipping product.
“It isn't going to be an optimistically good market,” he added, “because there is just too much crowding everybody's anxieties. I don't think you'll see a lot of emotional buying. I think it will be for things that are necessary and compelling.”
He added, “What I'm afraid of is that a lot of people are going to put forth a lot of effort this market and are going to sell some floor samples. But unless retail picks up and we get some turns on retail floors, it's going to be a tenuous time for furniture.”
Others agree but nonetheless are rolling out ambitious assortments. Bernhardt, for example, is offering its nine-group Interiors collection backed by three-week delivery and a lengthy merchandise program; Highland House is launching a major collection of upholstery, case goods and occasional with Pierre Deux; Marge Carson will introduce 28 upholstery pieces with an array of couture fabrics; Lazar will premiere a collection with design guru Michael Payne; Miles Talbott will show Joe Ruggiero, and so on.
“I think the jury's out as what attendance will be,” said Del Starnes, president of upper-end producer Taylor King. “But I'll tell you this — those who come to the Taylor King showroom will find a lot of new product introductions and a lot of great new fabrics. We've gone at this market just as aggressively as any other market.
“We feel like with times as tough as they are, we need to try to put our best foot forward to give our retail partners the best product we can to freshen their floors,” Starnes added. “If we don't do that, we're taking a step backwards. If we ever get to the point where we think that way, we'll see attendance dropping more.”
Taylor King will be true to its word this market, offering a revamped product line for its entry-level Kings Road collection, now with a transitional feel. “And we're going to have programs that hopefully will make it attractive to retailers.”
Likewise, Norman Coley, president of Lee Inds., said he expects that dealers will be asking about marketing programs, additional dating, discounts and other programs to get them over the bumps.
“I think we'll have a lot of conversations about that,” he said. “I don't know how we're going to handle it because we're in the same boat as they are.”
Coley thinks the market “is going to be very somber. I can't imagine otherwise. I do know from the people I've called that they're still coming. I think attendance is going to be OK, at least for our customer base, but we're not going to break any records as far as order-writing. We'll capture what we're due but I think it's going to be a tough market.”
Traveling through Georgia when interviewed, Coley said that despite flat sales, merchants appeared optimistic anyway. “They're all coming to market and they're looking for some excitement (in product) that's going to separate them from the rest of the pack,” he added.
Coley said Lee will provide that through a new generation of slipcover upholstery, relaxed looks using linen, and a new pillow program. In addition, the company will offer a custom-by-the-inch program for every piece in its line.
“The accounts that I've talked to say, well, if you can do that, we won't have to carry anyone else,” Coley said. “That's my intent — to give them something they can't get anywhere else. And this is the way to do it.”
He said the company also has worked on putting detail into products, which doesn't cost much but adds a lot of value.
“If they show up,” he said, “we'll have something for them.”
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