Thomas Russell
New styles create excitement

AT THE MARKET — Occasional furniture vendors are riding a strong wave of interest in upholstery and entertainment centers this market, which is creating a surge of activity in their category.

But they also are creating their own excitement, thanks to a host of styles and products that use a mix of hand-painted finishes, exotic veneers and mixed-media elements.

Mixed-media drew strong dealer response at Universal Furniture, which unveiled 20 pieces in its Estate Passages accent program. The pieces, which are made in the Philippines, rely heavily on materials such as bamboo, rattan, raffia and banana bark.

Universal also had good reaction on some $249 to $299 retail cocktail tables that blend elements such as metal and glass.

Such diverse materials enhance the company’s value story, said Phillip Siler, vice president of merchandising for occasional, entertainment, home office and casual dining.

“From Universal’s standpoint, we are offering mixed-media products that are style and value driven,” he said, noting the company had garnered strong commitments here and, in some cases, orders.

Universal merchandised its occasional offerings in two ways, in categories by price point and in room settings alongside home entertainment and upholstery pieces, in coordinated settings.

Hooker’s Brookhaven occasional collection got good reaction this market, said Mike Spece, executive vice president of merchandising and design. Featuring etched glass and cherry elements, the collection ties in with a new home theater group bearing the same name.

“Whenever we bring the two categories together, people appreciate it and you have good tie-in sales,” Spece said.

Dealers also responded strongly to Gentry, which features $299 retail cocktail tables and consoles with aged stone tops and metal bases. This group merchandises particularly well with leather, Spece said.

White-and-black occasional items play a key role in Stanley’s Shelter Island collection, a sophisticated cottage-inspired group with 18 new occasional items, including $595 retail cocktail tables and $395 end tables.

The group received strong reaction, thanks in part to the way the occasional was shown in room settings.
“Everything we do is done in a full collection,” said Kelly Cain, vice president of Stanley’s collections business. “One key thing is that people want accents to go with home entertainment pieces.”

Like Universal and others, Butler Specialty touted its value story here. This market, it reduced prices from 5% to 35% on 500 pieces in its line, without compromising quality, said Dan Sumner, vice president of sales and marketing. The goal, he said, is to boost the profit potential of its retail partners.

“Now more than ever, it’s important to maximize the buying power of the customer,” Sumner said. “You don’t want to leave money on the table. It’s the time not to buy cheaper, but to buy better.”

Along with lowering prices, Butler unveiled product in several key lines, including Connoisseur’s Collection, Plantation Cherry and Artists’ Originals. The products had several key features, ranging from ebony and rosewood veneers to multi-step finishes that gave certain pieces a weathered, antique look.

Reaction from dealers was good, Sumner said, with strong order-writing compared to last fall. “Business is double from October,” he said.

Occasional business also has been strong at Pulaski, making it the company’s strongest category.

“Clearly, it is our biggest growth segment in the past year, and this market has taken us to a new level,” said President and CEO Larry Webb.

Overall, Pulaski showed 68 new accent and occasional items this market. They include new items in its Accentrics and Accentrics Signature groups that feature a mix of vibrant hand-painted and silver leaf finishes, and unique new products such as consolettes, a smaller version of its traditional console units.

The colors, in particular, help liven up retail floors that have been dominated by “a sea of browns,” said Executive Vice President Jim Kelly. At the same time, some new items such as vanities, screens and accent cabinets come in neutral white finishes, allowing those pieces to match with existing rugs and flooring.

Occasional also is prominent at Drexel Heritage, which had 24 new items in its Lillian August collection, ranging from cocktail and lamp tables to writing desks, bar cabinets and game chairs.