— Furniture Today,
AT THE MARKET — Function is still the buzzword for entertainment furniture this
week, as dozens of exhibitors show off products developed for the fast-changing world of flat-panel televisions.
Exhibitors say tech-savvy consumers are seeking products that address issues such as wire management, ventilation and component access, and that store personnel regularly discuss those topics with shoppers — often before more common furniture subjects such as finishes and delivery schedules.
They say consumers, first and foremost, want product to accommodate the electronics, and may be less concerned about styling and design.
“It’s all about the components,” said Karl Eulberg, vice president of sales at Kathy Ireland Home by Martin. “Furniture is a place to put your cool stuff.”
Eulberg and other executives say products meeting that need are doing well at market, despite lower showroom traffic counts and soft retail business conditions.
“I had hoped that (market) would be a little more active, but we are writing orders,” said Paul Coscarelli, a partner in APA Marketing, which distributes the Encore entertainment furniture line.
He said buyers are showing some interest in larger wall system, but are paying the most attention to smaller-scaled entertainment centers and simple, credenza-like consoles.
“The smaller scale is more relevant to today’s lifestyle,” added Rene Loper, marketing director at aspenhome.
Loper said aspenhome’s 2.0 design system, which includes a shallow TV cabinet, jacks for gaming controllers and pull-out shelves for components, is a hit with dealers now that it has been incorporated into all the company’s collections.
Similar shallow-cabinet designs are proving to be popular elsewhere, as well. Stanley, for example, is having success with Lincoln Park, a collection aimed at consumers ages 25 to 45. And Magnussen Home says it is receiving good feedback on five new entertainment centers that have panels that can be moved forward inside the TV cabinet if the consumer wants to mount the screen.
This feature allows the unit to accommodate either a projection TV, which requires a deeper cabinet, or a plasma TV, which does not, said Karen Knoch, merchandise manager for occasional.
Magnussen’s attempt to accommodate more than one type of TV screen in a single entertainment unit illustrates the dilemma producers are facing with the plethora of screen sizes and designs now on the market. They say it’s next to impossible to design a specific model for each size.
“We’re trying to capture all the available screen sizes with a minimal number of SKUs,” said Brenda Dillon, merchandise manager for occasional furniture at Broyhill.
Exhibitors also say they also are facing a dilemma with regard to doors that cover the TV when not in use. Some consumers insist they are necessary, but other just as adamantly reject them.
“Our research shows that the younger consumer wants to show off the TV, but a lot of older consumers want to hide the TV,” said Hank Long, senior vice president of merchandising and design at Hooker.
The division is evident at market. Products with doors such as Riverside’s Wilshire and Martin’s Jefferson Heights pieces are selling well, but so are open pieces such as Hooker’s Albany Park.
Raymond Carringer, national sales manager at Signature Home Furnishings, said he believes doors are essential for televisions placed in the bedroom, which is why his company has developed remote-controlled mirrors on models that essentially combine a dresser and a TV armoire.
When not in use, the mirror is raised — much like a car window — and hides the TV.
“We’re having a great market,” Carringer said. “It may be the best market we’ve ever had.”
