Manufacturers hope lines, marketing up to the challenges


By GINNY WRAY – Bulletin Staff Writer
That is how virtually all the Henry County-Martinsville area furniture manufacturers are describing retail conditions going into today’s opening of the International Home Furnishings Market in High Point, N.C.

“Business conditions remain difficult. I hear that from just about everyone I talk to,” said Jeff Scheffer, chairman, chief executive officer and president of Stanley Furniture Co. Inc.

“Certainly there are some bright spots out there but for the most part it’s very challenging. Housing, consumer confidence drive our business” and both have been in a downturn in recent months, he said.

“We (the furniture industry) are typically the first to go into a down cycle and the first to come back up. Things will get better; we just don’t know when,” Scheffer added.

Other area manufacturers made similar comments as they prepared for the seven-day market that drives furniture sales and production schedules for thousands of area workers.

In addition to the challenging sales climate, manufacturers also are uncertain how the market’s new schedule will affect attendance. In an effort to stem early arrivals at the market and create a true opening day, the market association decided to try a Monday opening instead of the usual Thursday startup. The market will close on Sunday, Oct. 22.

“Everybody is curious about what the traffic patterns will be,” said Kim Shaver, vice president of marketing communications for Hooker Furniture Corp.

In surveys of vendors, retailers and others, “everyone wanted a true, firm opening date. We’re trying to abide by that. It will give more impact to opening day,” she added.

All the retailers said they plan new products and lines to try to grab their share of business at the market. Several also have created special marketing strategies for retailers.

That is the case at Hooker.

“Certainly business has been challenging for some time. However, we’re optimistic about the market,” Shaver said. “We feel our product is as strong as it’s ever been. Also, we have different marketing programs to help dealers be more successful and give them ammunition for fall. We believe we can partner with them and we are optimistic about that.”

Hooker will expand on its successful Simply American line of Martinsville-made, higher end, solid hardwood bedroom furniture that was introduced at the last market. It is adding dining room and occasional tables and an entertainment center to the line, she said.

“It did extremely well and went way beyond our expectations,” Shaver said, citing the higher quality and timeless arts and crafts styling as reasons for the line’s popularity.

Hooker also will introduce another solid wood bedroom suite made in Martinsville, Sallston. It is a warm, medium finish and should appeal to a broad transitional market, Shaver said. It will be priced 15-20 percent above Hooker’s traditional price points, she added.

Bassett Furniture Industries is focusing on improving its Bassett Furniture Direct (BFD) store program and building the Bassett brand, said spokesman Jay Moore.

“Like many other retailers, we have seen a softening in consumer traffic. We have several marketing and merchandising initiatives under way which we believe will drive more traffic into our Bassett stores and better position us for future growth,” he said.

Those initiatives include its first consumer catalog; a plan to deliver its most popular stock products to consumers within 10 days and certain custom products in 30 days; a new store prototype that will be unveiled next year; and new products, focusing on bedroom and upholstery groups in the middle-price point.

Bassett also will introduce a new collection, Yaletown, which mixes contemporary profiles with Asian influences of balance and harmony, Moore said.

Stanley Furniture will rely on styling, selection, quality and service to seek customers, Scheffer said, adding that the company continues to depend on domestic production supplemented with imported products.

“Across the product line that we have, we average shipping in a little less than two weeks. That’s impossible to do when” a product is coming from across the ocean, he added.

New lines to be offered at this market include Toluca Lake, a traditionally inspired yet rustic collection for bedroom and dining room; Lincoln Park, contemporary, traditional furniture that maximizes storage; accent tables; and home entertainment and home office pieces that can be used throughout the home. In the Young America area of youth furniture, Stanley will introduce myHaven in a cottage design.

Bassett Mirror is expecting a “pretty good market,” said William Frazier, vice president and national sales manager. “I’ve only heard a few accounts say they are not coming to market. Business has picked up a little in the last 30 days. … I think we’re going to be pleasantly surprised.”

Bassett Mirror is introducing plasma television cabinets into its entertainment category, as well as new bedroom and dining room suites, Frazier said. “We’re also trying to keep our mirrors and wall decor fresh and get new stuff” to help dealers get better value in wall decor.

The Howard Miller showroom is expecting new energy from its addition of wine and spirits furniture produced in its Ridgeway Furniture plant, said Mark Siciliano, director of market for Howard Miller of Ohio, which bought Ridgeway Furniture in 2004.

Howard Miller will introduce 15 to 20 new products, including wine cabinets, bars and other pieces, Siciliano said.

“Fall always is good for us,” Siciliano said of the market. “Plus we are introducing more and more wine cabinets and that creates quite an energy. We expect a nice market.

“Business has been challenging but it makes us all work harder and smarter. … Residential furniture is challenging but our new product introductions and what the Ridgeway facility does for us helps us combat that,” he added.

Officials with Shenandoah Furniture and Now and Then Furniture could not be reached for comment.