Youth furniture stands firm through recession

Youth furniture stands firm through recession

By Gerri Hunt -- Kids Today, 5/1/2010 12:00:00 AM

If last month’s High Point Market is any indication of what’s to come, the youth furniture category is gaining momentum. Most of the exhibitors were very pleased with the business coming through their showrooms. In a single day, one vendor wrote orders for five new retailers, while another worked out details for an in-store gallery with its own new retailer.

As Lea Furniture ships through its backlog of orders of its Nickelodeon lines from 2009, the company debuted its Spongebob Surf Club 28-piece collection, a toned-down take on a licensed line for older kids.

“By hook or by crook, we’re doing quite well,” said Earl Wang, senior vice president of merchandising for American Drew and Lea. “Overall business is getting better. Case goods got pounded during the recession.”

Lea fought that with its Elite program a couple years ago, featuring higher-quality items tailored to consumers with disposable income — a move that Wang credits with starting the company to grow again. And with Nickelodeon now hitting retail floors, he said Lea is ready for consumers venturing into stores again.

“We’ve done a lot of hard work that’s starting to pay off,” said Wang. “We’re fortunate to be part of the La-Z-Boy family; we’re in a key position to benefit.”

And Spongebob Surf Club will push sales along. “We had success at the last market, and it’s hard to follow up on that. But (Surf Club) is as good, if not better. It’s fun and exciting, a fresh product that is well thought-out. Dealers see it and are smiling because they see the potential.”

As Surf Club takes off, Lea is taking a look at its collections. “We have to work to keep the momentum on track. We’ve got it going,” said Wang. “We know where we’ve got some voids in our lines.”

At Winners Only, CEO Sheue-Wen Lee said youth is her fastest-growing category, outpacing home office, dining room, occasional and entertainment centers.

The company launched its youth line off its adult bedrooms six years ago. There are currently six collections that are available in up to five color choices, with a bunk and loft expected in August.

“We’ve had a lot of requests for that from our customers,” said Lee, whose company caters to small independent stores that can benefit from cross-selling matching adult case goods with the youth bedrooms. Merchandise is shipped from the company’s San Diego warehouse.

“Youth is the most sure thing, the most stable category,” she said. “Sales-wise, youth is 15% of the business. Since we started youth, it’s gone straight up, and we’re always low on inventory.”

And sales are good about two years after Hooker Furniture acquired youth source Opus Designs. The manufacturer has been working on updates, including changing the logo, producing a catalog and offering more sales tools.

“We’re going forward with 10 collections,” said Kim Shaver, vice president, marketing communications. Three best sellers were kept — Aura, Tahoe and Sidney Merlot.

“We’re taking things in a new direction. They’re a little less juvenile and appeal to kids 7 or 8 years old to teens and young adults,” she explained. “We’re using a color palette that is so contemporary; it’s where fashion, accessories and computers are now.”

Cindy Hall, merchandising manager, agreed. “We’ve changed the style, to be where kids are today. We’re using colors and styles they like, and everything’s kid-friendly because they have all their stuff to store.”

The concept of Hooker’s youth line follows the trend of electronics and having an entertainment and study area incorporated into a sleep solution.

“Youth was up front and center in the (High Point) showroom, which shows our commitment to the category,” said Shaver.

The newest group for Opus Designs by Hooker is Lily, which is white but has panels in eight colors that are included, stored in the drawer and door fronts. The collection has panel and storage beds, a night stand, desk with hutch, dresser, and day bed with low or high floating headboards and footboards.

“We’re trying to come across as more sophisticated, and we’re working on more groups, trying to be more innovative,” said Shaver.

	Canwood Furniture’s Base Camp twin over twin bunk bed has a mix of rustic and traditional style elements. Made with solid New Zealand pine, it has unique metal-to-metal fastening systems, a sturdy fastened ladder and full length guardrails. Matching accessories include a night table, chest, dresser, armoire, desk, hutch or bookcase. Bunk bed/$400 to $450, storkcraft.com, 604-274-5121.
P.A.M.A. Furniture’s Louis XV-XVI collection includes a child’s chair, loveseat and foot stool. They are solid wood handcrafted antique replicas, shown in a white lacquer finish and upholstered with the Topez pattern in confetti and granny apple colorway, $200 to $1,500, pamafurn.com, 336-884-5558.
	The Cottage bedside table from Trade Winds Furniture is perfectly sized for use between twin beds. Two shelves add function, with the bottom shelf accommodating a basket for more storage. Available in a range of colors including red, pink, blue, yellow, aqua, chocolate, green and more, $300, tradewindsfurniture.com, 877-284-4880.
Cub Club Cozy Chair from Jeffco Fibres is a patented wide base design concept that provides exceptional stability preventing the chair from tipping while in use. The chair and ottoman are available in a wide selection of plush microsuede fabrics, chair/$72 and ottoman/$18, jeffcofibres.com, 508-673-1001.
	Customers can choose from more than 70 fabrics or send in their own fabric when they order upholstered items from Southeastern Kids. The Anyplace chair, left, has an engineered particle fill for bounce and structure/$100; child’s swivel rocker/$300; and headboard/$450, southeasternkids.com, 336-884-1087.
The X bunk from CR Kids & Beyond is a freestanding full-size loft-style bunk bed with plenty of function. It has 'cargo pockets,’ a full-length desk and a corkboard for messages. The matching three drawer cabinet can be used for clothing or desk storage. It is made of heavy gauge steel with a gunmetal gray powder coat finish and chrome accents, $699/bunk and $288/chest, chromcraft-revington.com, 765-564-2586.
	Nouvelle is one of Broyhill’s top-selling bedroom groups. With a classic Louis Philippe styling, it is constructed of cathedral cherry veneers and select solid hardwoods. It has beading accents and the nightstand has a hidden top drawer. Options include sleigh bed or panel bed, broyhillfurniture.com, 828-758-3111.
Amelia is a new group from Standard that includes a panel bed and two metal beds. The top of the dresser has a special deep pink polished finish, and the mirror has floral etchings that are illuminated from behind for use as a nightlight, standard-furniture.com, 251-937-6741.
	Lea Furniture’s SpongeBob Surf Club is a 28-piece collection featuring a time-worn feel thanks to the use of heavily distressed, weathered oak wood. It also has sun-washed half-tone graphics and muted colors, weathered bronze hardware and 100% stone-washed cotton canvas, leafurniture.com, 888-299-5619.
The Topaz collection from Winners Only is made of solid veneer hardwoods and comes in a cinnamon or cherry finish. Shown is a twin bed, which has an optional trundle, and a three-drawer nightstand, winnersonly.com, 800-266-9663.
	Mirella by Ragazzi features a twin sleigh bed, as well as a student desk and hutch, bookcase and night table.The group has framed side panels, intricate top and base moldings, gently arched and raised door panels and finely shaped drawers fronts and knobs. All pieces feature solid hardwoods and veneers construction, $3,500, ragazzi.com, 604-274-5121.
Titouan is an entry-level collection from Gautier. It is white with ash brown panels, and yellow and blue screen printings on the front panels. Made from high-quality particle board, it has rounded edges and silver grey profiled handles, gautierusa.com, 954-975-3303.
	The Fairies collection from Canyon includes three beds, a dresser and a mirror. The subtle theme on the case goods make the group easy to transition as a little girl grows up, canyon.com.mx, 619-662-3913.
The Cube Beds from Relics is a set that includes two twin beds with storage at the footboards, and a 41-inch square platform at the headboards. It is made in the United States of all hardwood and comes in 19 finishes or can be customized with any Benjamin Moore paint color for an upcharge, $1,599, relicsfurniture.com, 612-371-0861.