HGO Merchandiser 2014 Product Guide

Michael Knell’s

HGO merchandiser HomeGoodsOnline.ca

SPECIAL ISSUE!

Volume Three, Issue 1

2014

PRODUCT GUIDE

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CONTENTS u 2014

PRODUCT GUIDE

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UPHOLSTERY IT’S ALL ABOUT STYLE

As consumers become more style savvy, Canada’s upholstery producers have to create stylish, fashion-forward pieces that successfully marry trendiness with long-term durability and classic appeal – at a price point they will accept. Our review was researched and written by Ashley Newport

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BEDROOM DESIGNING FOR A NEW GENERATION

Canadian bedroom resources are coming off a year of flat to modest growth. But they believe growth will come in 2014 and beyond with a careful attention to product design, quality of construction and depth of finishes couple with a sharp pricing pencil. Younger consumers don’t want their parents’ bedroom. Researched and written by Gary James.

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MOTION FURNITURE NOT YOUR GRANDPARENTS’ RECLINER

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Motion furniture is getting sleeker with more contemporary silhouettes. It is also experiencing more technical innovations with everything from memory gel foams in cushions to touch control mechanisms. As for price points, don’t expect huge leaps as 2014 moves forward, although this country’s motion makers said 2013 was a pretty good year, business-wise. Marc Barnes reports.

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DINING ROOM STAYING THE COURSE

Canadian dining room producers are seeing growth in the category, especially in the better quality and custom order segments of the market but caution there won’t be much upward movement in price points. This report is from Marc Barnes.

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MATTRESSES INNOVATING NEW LEVELS OF COMFORT

Technology continues to be the key to satisfying the consumer’s need for a good night’s sleep.

Almost all of Canada’s mattress producers are coming out with ‘hybrid’ product collections – sleep surfaces that combine the best that gel, latex and reliable old pocket coils have to offer.

Our report was written by Michael Knell.

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ADDED VALUE PROTECTING THE CUSTOMER’S INVESTMENT

When the consumer purchases a big ticket item, she – and the retailer she’s buying from – sometimes overlooks the importance of protective coverings and extended warranties. Fortunately, the leading producers believe that with a little education and strong promotion, the added value sector can thrive while benefiting both the retailer and the consumer.

A report from regular contributor Ashley Newport.

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FROM THE EDITOR u

The product is still the thing

MICHAEL J. KNELL

The product on the floor is what makes each furniture store unique. Canadian furniture resources are working hard to make things happen. There’s a lot of innovation, style and design going on.

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HEN INTRODUCING THE 2013 PRODUCT GUIDE, I STARTED

off with this simple observation: no matter what we do or how we position ourselves in the marketplace, the physical evidence can be found in the product we put on the floor. After all, no high-end retailer in his or her right mind would put a cheap bonded leather suite on the floor with the highest grade leather goods from Europe or a local custom house. It would give the wrong message.

In this the 2014 edition of the Product Guide, we continue along the same course: checking out the major furniture categories and layout some insights and options for the merchandiser, buyer and independent furniture store owner. One thing that’s clear is Canadian furniture resources aren’t sitting back waiting for things to happen. There’s a lot of innovation, style and design going on with the Canadian producers of bedroom, dining room, stationary upholstery, motion upholstery and mattresses.

In a departure from last year’s Product Guide, we’ve switched major appliances for added value products and services. This is a category that, in my view, too many retailers overlook. There are a host of reasons for this but with a little training and commitment; retailers can boost their bottom line while providing a little peace of mind to the consumer. Many resources in this category are offering more than just extended warranties and are bringing out an array of useful, interesting products to complement the furniture retailer’s core merchandising mix.

But this isn’t to say we’ve lost interest in the major appliance category. We’re going to take a look at what’s happening in white goods in the Spring edition of the Merchandiser. As the year progresses, we are also going to look at other categories, particularly occasional and accent furniture and outdoor furniture.

We often say furniture is a fashion business. On the following pages, you’ll find a considerable amount of evidence to support that belief. We hope you enjoy.

HGO merchandiser 2014 PRODUCT GUIDE • VOLUME THREE, ISSUE 1 ISSN 2291-4765

www.HomeGoodsOnline.ca PUBLISHER & EDITOR Michael J. Knell mknell@homegoodsonline.ca MANAGING EDITOR Anthony E. Bengel tony@homegoodsonline.ca CONTRIBUTORS Marc Barnes Gary James Ashley Newman ART DIRECTOR Samantha Edwards Sam I Am Creative samiamcreative@bell.net IT DIRECTOR Jayme Cousins In House Logic websmith@inhouselogic.com PUBLISHED BY Windsor Bay Communications Inc. P.O. Box 3023, 120 Ontario Street Brighton, Ontario K0K 1H0 T: 613.475.4704 F: 613.475.0829 Michael J. Knell, Managing Partner PUBLISHERS OF

HGO This Week Home Goods Online.ca

© 2013 Windsor Bay Communications Inc. All rights reserved.

Windsor Bay Communications does not accept any responsibility or liability for any mistakes or misprints herein, regardless of whether such errors are the result of negligence, accident or any other cause whatsoever. Reproduction, in whole or in part, of this magazine is strictly forbidden without the prior written permission of the publisher.

AFFILIATE MEMBER

Michael J. Knell Publisher & Editor mknell@homegoodsonline.ca

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The Metro East Collection combines clean lines with subtle shaped details to create a design that’s sleek and sophisticated. The new Ebony Brown finish when accented with the gleaming modern hardware brings a stylish elegance to any decor.

When pairing the Ebony Brown finish with the new Pearl White finish the group is transformed into a striking modern look with hints of glamour. To increase the design possibilities the group can also be purchased in any of Durham’s wood finishes or Durham’s new Premium Designers Choice paint finishes.

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UPHOLSTERY u

IT’S ALL ABOUT

Hyde, a modular sectional from G. Romano features deep down ad is designed to transform users into coach potatoes. It is offered on a choice of 300 fabrics.

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style

As consumers become more style savvy, producers have to create stylish, fashion-forward pieces that successfully marry trendiness with long-term durability and classic appeal – at a price point they will accept. BY ASHLEY NEWPORT

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HIS COUNTRY’S UPHOLSTERY

producers seem to be in an optimistic frame of mind, albeit it’s a somewhat cautious optimism.

Some saw steady growth over 2012 and expect to see an even greater uptick in sales in the New Year. As for what next year will bring (apart from greater growth) it seems style and functionality will be their focus as consumers demand trendier pieces that not only look good, but also stand the test of time.

“2013 was very busy,” says Diana Sisto, creative director at the Toronto-based custom upholstery specialist Brentwood Classics. “We’ve been working six days a week. I’d say the crazy busyness started in 2012 and continued into 2013. We’ve been doing programs with major retailers and getting busier with designers and decorators, so that aspect of our business has been growing.”

For others in the industry, 2013 proved to be a pleasantly prosperous year as well.

“Business was strong in 2013,” says Karina Sunderji, vice-president of the Calgary-based Dynasty Furniture. “We saw a resurgence of domestic retailers looking to buy Canadian and we saw a lot more fashion-forward products.”

While most producers agreed style is most certainly evolving, others saw less bullish growth but were still pleased with how the year played out.

“In 2013 our business was up, but from what retailers are saying, they are about flat with 2012,” says Jessica Smithson, marketing manager at Palliser Furniture. “2014 looks challenging again, but we forecast a high single digit increase in Canada for Palliser. As an industry, we forecast two to three per cent growth in Canada.”

Other producers, such as the Woodbridge, Ontario-based Superstyle Furniture, found 2013 challenging but positive in terms of numbers.

“Despite a challenging 2013, we managed to enjoy a reasonably good year. Building on positive momentum from 2012, we showed a slight increase overall,” says Laine Reynolds,

the family-owned producer’s vice-president of sales. “Our group of companies showed a slight increase. Retail has always been tough for domestic suppliers because it’s a slower market and more price point driven the past couple years, which leads to more of an import scenario. But I think we’re turning a corner on that.”

When it comes to 2014, many producers are optimistic things – which have been slowly but surely improving since the retail market suffered dramatically with the onset of the great recession – will only get better.

“We’re picking up good momentum and equipping ourselves to deal with the growth,” says Brentwood’s Sisto, who expects her company’s frenetic activity to continue into 2014.

“We’ve hired more people and started an upholstery training course in the summer.”

Others, such as Superstyle’s Reynolds are expecting more modest gains in the New Year.

“Our expectations are conservative,” says Reynolds. “The government [of Canada] has warned us to be cautious as they’ve downgraded their predictions. Consumer debt is a big factor in this and our type of commodity has been hit harder than others. We are expecting }

Seen here is the sofa from Brentwood Classic’s Gene collection. It is covered here in a fabric called Nubia Platinum, a 2013 top seller for the custom upholstery house.

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Below right: Set for launch in January, the Vogue collection is a foray into the high end for Superstyle. This set features deep downfeather blend seats, backs and toss cushions.

Its larger scale enhances the user’s comfort. It will be offered in both refined textiles and leather.

Below left, Trend-Line, one of Superstyle’s two sister companies, introduced the model 4719 in late 2013. The unique modern arm detailing and the deep, comfortable seating create a bold urban look.

Seen here in a grey tone body cover and accenting toss cushions.

growth in the last half of 2014 based on [the predictions] of economists and the government.”

Although growth and sales say much about the health of an industry, neither can occur if the product isn’t making a splash among retailers and consumers. While there’s no doubt furniture is a commodity, it’s one that consumers are more apt to have fun with – and those in the upholstery business have a great opportunity to pair Canadians’ traditionally conservative taste with their budding flair (blame HGTV) for fashion.

The exciting challenge for producers is simple, or so it seems: to create functional, adaptable pieces that don’t shy away from colour, texture and design.

“We sold a lot of sectionals in 2013,” says Sisto. “People like the ability to customize and build their own shape to fit their space. [As for details] button tufting and studs have been popular. People are more particular about different fabrics and customization. People know about the possibilities and feel more like designers at heart.”

For Dynasty Furniture’s Sunderji, producers face some unique challenges in appealing to the somewhat esoteric Canadian market.

“Canadians tend to be more conservative and want that classic, sophisticated look in their home. The modern Canadian shopper looks for outstanding quality that’s design-oriented,

and she wants it to be long-lasting. They want chic, contemporary, sophisticated looks that are more trend-oriented and they want more configuration options.”

In terms of configuration, Sunderji also noticed growth in the popularity of sectionals and thinks it has to do with the product’s inherent versatility — as today’s sectional can be customized to fit a condo-sized living room.

“Sectionals will be our fastest growing product in a scope and scale that fits the consumer’s home choice, be it a house or condo. We’re tailoring our options to fit the condo niche.

People request more options for condo-sized sectional configurations,” she says. “The lure is comfort and the family-oriented aspect. They want the scale, functionality and modular ability of the sectional.” As for Dynasty’s other best sellers, 2013 was a good year for pieces with crisp, clean lines. “[Our best sellers] were our [pieces] with clean line styling” says Sunderji. “People are looking for higher niche products with a flared arm or a tailored kind of look. People want texture and character in their fabric and there’s a push towards elegance.” }

This sectional is from Palliser’s Buttonback group and is dressed up with plenty of eye-catching details such as two sets of buttons on the seat back and a contoured welt on its arms.

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The Dominic sofa and Rielle armchair from the Vancouver-based Van Gogh Designs both recreate the glamourlike atmosphere from Hollywood’s golden age.

In terms of best sellers, Palliser’s Smithson also saw growth in demand for sectionals and noticed that customers want more options in terms of trendiness. “[Something that was popular] was runway[style] in fabric upholstery. [It’s good to keep] communicating with consumers [who like a] simple program with multiple choices at one price point per style. Predetermined designer coordinates and limited distribution has allowed the retailer to show and sell with confidence to consumers. My Comfort [sold well]. It’s a contemporary design-inspired motion product with good features and benefits and is unique for different functionality. It has touch button motion controls, an exclusive European mechanism for sofa beds with unique assembly to allow for delivery to any location in the home. Simple sectionals [sold well], offering over 300 covers on multiple configurations of sectionals from twopiece sofa chaise looks to multi-piece modular.”

In terms of trends, companies such as Superstyle are working on delivering more contemporary products to consumers who are gravitating towards stylish pieces that showcase fashionable details at a more reasonable price point.

“Contemporary influences are still very strong in styles and fabric applications,” says Reynolds.

“ Colours are strong and there’s been a deviation from the standards browns,. Navy is dominant and gray is strong, but with lots of variants, such as rich charcoal and light and blue-ish greys. Two-toned and cross weave textures are big as well. We’re also seeing seafoam green and peacock and lagoon blue.”

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“Superstyle continues to reflect a more contemporary sensibility and Trend-Line has taken a more urban-oriented direction. Coordinating textiles are more popular than ever, mixing plain body fabrics with a variety of patterns and touches of leather to create a rich eclectic ensemble that increases visual appeal and adds value.”

Leather, it seems, is growing in popularity and set to become a prominent fixture in upholstery in 2014. Brentwood Classics is introducing a leather line for the first time in January, and will continue to work to satisfy consumer’s desire for eclectic designs.

“We’re adding leather and I think there will be more element mixing,” says Brentwood’s Sisto.

“There will be reclaimed wood with upholstery and outdoor [styles] mixed with indoor. It’ll be a luxurious type of look. Besides the leather line, we’re putting together ultra-modern [pieces] that are very sleek with clean lines and a European look. We have huge demand in Quebec for that look. Every area will have something new.

We’re launching headboards in January and our existing pieces will now be available in leather.”

Brentwood will also premiere its sleek new Cite line at the Canadian Home Furnishings Market (TCHFM) in early 2014. The leather-infused line is designed for the “ultra modern aficionado” and even boasts “a touch of masculinity” — a daring look in an industry that’s largely geared towards female consumers.

Dynasty is also embracing 2014 trends with aplomb, introducing 12 new styles with upwards of 80 new fabrics that they’ll be premiering at TCHFM. “[We’re premiering] new distinct sectionals and some innovative touches that aren’t in the market yet,” says Sunderji.

Dynasty is also playing with colours.

“Colours are strong and there’s been a deviation from the standards browns,” says Sunderji.

“Navy is dominant and gray is strong, but with lots of variants, such as rich charcoal and light and blue-ish greys. Two-toned and cross weave textures are big as well. We’re also seeing seafoam green and peacock and lagoon blue.”

As for merchandising programs, some producers are reluctant to give away too much too soon, but others are more open about the direction their brand is taking next year. }

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Giuliano Ianniciello

Apollo ottoman

BRENTWOOD CLASSICS LAUNCHES FIRST LEATHER COLLECTION

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ustom order specialist Brentwood Classics has launched its first collection of leather upholstery, working in collaboration with veteran Canadian furniture designer Giuliana Ianniciello.

Set for debut at the 2014 edition of the Canadian Home Furnishings Market, the company’s describes Cité as a lifestyle collection that is initially comprised of 12 suites offered in some 100 colours and six grades of full-grain Italian.

“We have a variety of classic leathers as well as an assortment of fashion colours,” said Guy Sisto, president of the family-owned and operated Brentwood Classic. “After 32 years of working with leather, it’s safe to say that Giuliano is an expert and this collection will showcase that expertise.”

Suggested retail pricing will start around $2,295.

Giuliano Ianniciello immigrated to Canada at the age of 21 from Naples, Italy and soon began working in the upholstery trade, most recently at Campio Furniture. He began his career at Concordian Chesterfield before working at Bauhaus (now part of La-Z-Boy), Paron Interiors and Legacy Furniture.

He found his passion for design while a schoolboy in Italy, where he spent five years studying architectural drawing. He believes Cité is a reflection of that passion as well as lifetime of learning about working with leather.

“To me design is all about lifestyle,” Ianniciello explains, adding today’s homes are smaller and more sophisticated while the rooms in them tend to be multi-functional – people need to do more in less space.

“Furniture used to be shaped like basic boxes, and now there’s style to every aspect – there’s a curve in the arm and fluidity in the base meaning furniture at the moment has its own flare,” he said. “I like to add a mix of chrome and brushed aluminum or exposed wood. Design needs variety. Today, there are not enough styles that are in the middle.

Furniture design is either incredibly basic or far too contemporary; we need styles that are fashionable and understandable.”

When asked why jump into leather now, Sisto had a simple response: “I always wanted to.”

But there’s more than that to the decision as he believes that to properly service the Canadian market, an upholstery house such as his has to offer both fabric and leather goods. He also cites research that says consumers still prefer leather and want that option when shopping for upholstery.

“It’s something we weren’t offering and we need to in order to better service our market,” Sisto said, adding, “Retailers require the flexibility of being able to offer the same item in fabric or leather. The only thing we can do is listen.”

Adding leather also gives the Toronto-based Brentwood Classics a few new advantages. “We’ve always been known for our excellent product and high-end fabrics, so to be able to include upscale leathers in our assortment is exceptional,” Sisto said.

“We’ve been able to service our clientele with superior furniture and to be able to now meet their needs for North American made, quality leather, feels right.”

Sisto is one of a growing number of Canadian furniture makers who is noticing the move away from Asian imports is gaining momentum as a number of prominent furniture retailers are making ‘Made in North America’ a key component in their merchandising strategies. He also noted the question asked by the consumer has changed from “what does it cost?” to “where is it made?”

“Retailers are tell us that manufacturing in North America is important to them and to their customers. ‘Made in Canada’ is much more appreciated today than it was in years past,” he said. “Adding leather to our assortment allows us the flexibility to better service our customers in a growing and changing marketplace.”

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“We’re launching another program that will be a customization program,” says Brentwood’s Sisto. “There will be different arms and legs that can be put on a sofa. It’ll have its own small assortment of pieces, fabrics, leathers and details.”

One sticking point for producers is stubborn price points. For some producers, frustratingly low, race-to-the-bottom prices are exceedingly stressful in an industry where the costs of doing business are always on the rise. For others, sticking to more reasonable price points isn’t as much of a challenge.

“Price points should maintain throughout 2014,” says Superstyle’s Reynolds. “But [our new higher-end line Vogue] should be above [average price points].

Vogue Designs, which Superstyle will launch in January, will feature “impressive upscale design of tireless designs and classics.” For Reynolds, Vogue will be the brand’s opportunity to offer a higher-end product at a higher price point that doesn’t climb beyond what people can afford.

“It’s important to offer a luxury product that won’t be priced out of the market,” says Reynolds.

“Not priced out of reach of the average consumer.”

On the other end of the spectrum, Brentwood’s Sisto says producers need to be bold in the face of stagnant price points. She argues that if there are consumers who will pay top dollar for a pair of shoes or a designer handbag, it’s fair to assume they’ll shell out big bucks for a high-end product that might be with them for years.

“We’re hoping that price points will climb,” says Sisto. “We’re doing well in higher price points so we don’t focus on price. Some people have the money to pay for [high-end pieces] and they will. I don’t think we’re giving the consumer enough credit. If they love it, they will pay for it. Our higher end sets have been our best sellers over the last two years. We increased prices this year and sales stayed the same.”

When it comes to industry trade events, you’ll find everyone at the Canadian Home Furnishings Market in January. Brentwood will also be at the Interior Design Show in Toronto and the Kimberly Seldon Business of Design seminar a few weeks later. In addition to TCHFM, both Dynasty and Palliser can be found at the markets in High Point and Las Vegas. Palliser also holds its own show at their head office in Winnipeg each June. HGO A frequent contributor to HGO Merchandiser, ASHLEY NEWPORT is a Toronto-based freelance journalist who primarily writes for trade and business publications. Her specialties include food, hospitality and emerging social/business trends.

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BEDROOM u

Designing for a new

GENERATION

Canadian bedroom resources are coming off a year of flat to modest growth. But they believe growth will come in 2014 and beyond with a careful attention to product design, quality of construction and depth of finishes couple with a sharp pricing pencil. Younger consumers don’t want their parents’ bedroom. BY GARY JAMES

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HILE BEDROOM FURNITURE HAS BEEN A

low-growth category for many Canadian sources in 2013, producers and importers are preparing for more activity in 2014 by expanding their offerings with new styles, enhanced functionality and expanded merchandising efforts.

At DeFehr Furniture, bedroom sales in 2013 were “fairly flat,” reports Dan Toews, sales and marketing manager of the domestic producer of solid wood, veneer and laminate master and youth bedroom, home entertainment and office furniture. But Toews is bullish on DeFehr’s prospects in bedroom for 2014 and expects the year should bring a healthy increase.

“We’ve worked very hard in the past 24 months on product development,” Toews said. “We’ve put a major emphasis on contemporary, which has expanded our base considerably.

We also are seeing a growing trend on the part of Canadian consumers to buy North American products. Since we build all our products right here in Canada, we’re in a great position to meet this demand.”

He added Canadian retailers also are seeing new benefits in buying domestic. “They don’t face the risks that come with buying containers, and they have a much wider range of colour options.”

In 2013, the Winnipeg-based DeFehr expanded its assortment of contemporary bedroom, adding new pieces, designs and finishes. Consumer tastes are trending “to the lighter side,” said Toews, and DeFehr has done well with grays and naturals. “Dark tones have been dominant for 10 years. They are still very strong but we’re seeing some new movement toward lighter, more transparent colors.”

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Popular woods include maple, where DeFehr is “very strong,” and there also is continued interest in open-grain oaks.

In bedroom, DeFehr’s core price point range of $1,499 to $2,499 retail (dresser, mirror, bed and nightstand) has remained steady, Toews added. “And consumers are willing to step up when they see the extra value, in terms of quality construction and added function.”

Underbed and pier wall storage remains a very popular element. DeFehr also does well with space-savvy cases, such as a six-drawer chiffonier unit with hidden felt-lined jewelry drawer and full sliding beveled mirror with behinddoor storage.

Another busy category for the company is youth. All of DeFehr’s youth products are suitable for young adults as well as second bedroom and condo use, an approach that makes the line especially appealing to Millennials and aging Baby Boomers.

“Baby Boomers are downsizing and Millennials are just starting out, and both groups are looking for space-efficient furniture with style and function,” said Toews. “They want

Clean lines and simple, modern forms made Nova one of Magnussen Home’s best-selling bed-rooms in 2013. The group features quartered walnut veneers over select hardwood solids with a chestnut finish.

furniture that will fit well in a city dwelling, where space is at a premium and every inch counts.”

DeFehr will exhibit at the 2014 edition of the Canadian Home Furnishings Market (TCHFM), which will run from January 11 to 14 at the International Centre in Toronto.

U.S. SALES CLIMB FOR AMISCO

At metal bed producer Amisco, Canadian bed sales have been flat in 2013 but U.S. bed sales will close the year about 20% higher than in 2012 thanks to a strong push to expand distribution with specialty bedding stores and traditional furniture stores.

New customers include the City Mattress sleep shop chain in Florida and the Steinhafels Mattress chain in Wisconsin.

“U.S. bedding stores are realizing that metal beds make a perfect complement to their bedding,” said Guy Patenaude, vice president of sales. “Our beds enhance their mattress displays and don’t take up any more space on their floors.”

Amisco, which calls small rural community of L’Islet, Quebec home, has placed from four to six beds with these retailers, Patenaude said. “In Canada, we’ve worked with bedding

chains for a long time but this is a new development for us in the U.S.” Priced as low as $499 to $599 retail, Amisco’s steel beds include traditional, transitional and contemporary styles in a choice of more than a dozen metal finishes. The rails on its adult beds adjust to three heights to fit a range of mattresses.

“The bed is where most of the sales activity is these days,” said Patenaude. “Five- and seven-piece bedrooms aren’t selling the way they were in the past. Instead, many consumers prefer to spend their money on an interesting bed and then mix in a few eclectic cases.”

In the U.S., Amisco is seeing growing interest in transitional and contemporary – styles that have always done well for the company in Canada. Platform models are doing particularly well.

“U.S. retailers are starting to recognize that if they want to reach the 25- to 45-year-old consumer, they need to expand their merchandise mix to include more contemporary styles,” Patenaude points out.

At TCHFM, Amisco plans to introduce a new line of fully } HomeGoodsOnline.ca

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Dinec’s new Star bed, a hit at the October High Point Market, features a pitched headboard with two large fabric pillows designed for comfortable sitting.

upholstered beds. The company has offered a few fabric headboards in the past, but this is the first time it has offered fully upholstered models. Available in a choice of 60 fabrics at one price, these new beds will priced at $800 retail.

“Because of our barstool program, we have the capability to do all of the work at our own plant,” said Patenaude. “The demand for upholstered beds is very strong, and this program will offer retailers a new source for quality beds made in North America at a very sharp price point.”

For 2014, Amisco expects to see healthy gains in the U.S. and Canada. “Our U.S. business slowed up a bit in the late summer and early fall, due to the uncertainty caused by the government shutdown, but things are back on track,” said Patenaude. “Our reps are very optimistic about the prospects for bedroom in 2014.”

Patenaude added Amisco’s ability to ship North Americanmade product, even custom orders, within four weeks of ordering, gives it an advantage over its import competition. “Retailers like that they don’t have to carry inventory on our line.”

BG MOVES INTO DEEPER INTO ASH

While Bogdon & Gross’ (BG) Furniture’s bedroom sales also were flat in 2013, new contemporary designs proved to be a bright spot, company president Adam Hofmann reported, adding they also introduced a weathered ash version of its solidv maple GrandVille collection, a “combination of rustic and contemporary that has done really well for us. With the sea of birch, maple and other closed-grained species that exists in the market, the weathered chic look of the ash version of GrandVille stands out.”

The Walkerton, Ontario-based BG started the move to ash this past January with the introduction of its Saddlebrook occasional group, marrying metal and weath-

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ered ash, and now has expanded into bedroom and entertainment with GrandVille.

While the first two-thirds of the year were “very challenging,” said Hofmann, BG scored a major new customer for its occasional line this year when it signed with multichannel retailer Sears Canada, one of this country’s Top 5 furniture retailers.

“This development sent a signal to us that the big chains may finally be moving away from lower-cost imports and toward domestic producers that offer custom solutions with quick turnarounds,” said Hofmann. “With the addition of the Sears program, we’re hoping that other national retailers will reconsider their own strategies.”

He also pointed out that a few major retailers, such as Leon’s Furniture, have begun to promote ‘Made in Canada’ again. “We’ll see more of this in the coming years as import prices rise and retailers see more value in offering quality, Canadian-made furniture with custom choices.”

To share ideas for how to strengthen and promote Canada’s wood industry, Hofmann helped launch the new Bluewater Wood Alliance, a coalition of wood products manufacturers in south-western Ontario. “The alliance brings together like-minded companies for the purpose of joint projects in skill development, technology transfer, export development and experience ex-changes,” said Hofmann, who serves as chair.

During the Toronto market period, BG will show in space afforded by one of its larger retailers, Future Fine Furniture, not far from the International Centre. Two new bedrooms will be added to BG’s assortment, including a traditional This dresser is part of Bogdon & Gross’s GrandVille bedroom collection. It is seen here in weathered ash with distinctive, ridged hardware.

Huppé’s new Organize division offers stylish furniture for closet applications. Gravity, the first group in the line, is available in a total of nine oak, birch, lacquer and walnut finishes.

Harbor Loft, a new collection from Durham hitting retail in late January, features clean lines and a relaxed, timeless appeal. The collection is available with an optional twotone combination of Bourbon and Sandstone, and pieces also can be purchased in any of Durham’s wood finishes or new Designers Choice paint colors.

bedroom in maple with lots of architectural detail. This group will be priced in BG’s higher end.

“When we introduced an entry-priced bedroom early in 2013, we learned that’s not what our retailers want,” said Hofmann. “They want strong values in the $5,500 to $8,000 retail range – not $3,500 to $4,500.”

In addition, BG will feature a new mid-century modern bedroom in open-grain ash in Toronto.

“We expect to see our bedroom business grow in 2014,” said Hofmann. “The economy is starting to change and we’re launching a variety of exciting new designs to tap emerging demand.”

HUPPÉ’S UP FUELED 2013 SUCCESS

Also optimistic about bedroom growth prospects in 2014 is Huppé. Fueled by the success of a new, more upscale-oriented line launched in 2013 called UP, Huppé enjoyed a 50% jump in its bedroom business this year.

“2013 was an exceptional year for us,” said Ken Loh, director of sales for the Victoriaville, Quebec-based manufacturer.

“Since the purchase of the company three years ago by JeanFrançois Nolin, we’ve been steadily expanding our style offerings to appeal to a new level of consumer. The market has really responded to our new UP line.”

At the High Point Market next October, Huppé plans to continue to strengthen the UP program by introducing a new bedroom collection created by renowned designer Karim Rashid.

“We’re working with some of the world’s premier designers and also developing our own in-house designs, under the direction of Joël Dupras, that are establishing Huppé as a leading source for trend-setting contemporary design,” said Loh. Huppé’s UP range of product features European-inspired designs in solid hardwood and select black American walnut and split North American oak veneers with a choice of five finishes. It accounts for 48% of the company’s business. The Huppé line of birch veneer products, aimed at the middle of the market, accounts for the remaining portion of sales. The birch line is available in 20 finishes.

In the past few years, Huppé has expanded its offerings to encompass a wider range of categories. Its divisions now

include bedroom, living (occasional and audio), dining, work (home office) and organize (closet furniture). The first group under the Organize umbrella – Gravity – was introduced this past October to a very positive response, said Loh. “Consumers no longer have room in their homes, condos or lofts for big five-piece bedroom sets,” said Loh. “But they still have a great need for storage. With Organize, we’re offering a creative line of stylish closet furniture that provides plenty of storage. Retailers love the concept and are dedicating new space on their floors to show the consumer how this product can help solve their storage needs.”

Designed to fit a wide variety of spaces, Gravity features adjustable shelves and components in three different widths.

“With the adjustable shelves, the system can be customized to fit virtually any space,” said Loh, adding more groups are planned, and that all the offerings will co-ordinate with Huppé’s best-selling bedrooms.

Because many of today’s consumers have less room to work with than in the past, Huppé also is adjusting the size of its bedroom cases to provide new, more space-efficient options. “We’re designing cases with smaller footprints and larger heights that provide the same storage as traditional 66inch and 77-inch low-profile dressers,” said Loh. Huppé continues to offer larger cases for consumers with more space.

In March of 2014, Huppé will expand its facility in Victoriaville, Quebec, to add new upholstery capabilities. The addition will enable the company to introduce its first upholstered beds later in the year.

Also slated for rollout in 2014 is a 3,500 whole-home “atelier” display featuring a coordinated selection of company products.

“The display is an eclectic assortment of our designs that work together across every room of the home,” Loh said. “It provides a model for what retailers can do in their own stores.”

Huppé plans to build consumer awareness of its brand, and drive more consumers to stores, through enhancements to its website and an expanded social media program that will debut in the coming year. } Continued on page 42 HomeGoodsOnline.ca

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MOTION FURNITURE u

Your Grandparents Recliner

NOT

Motion furniture is getting sleeker with more contemporary silhouettes. It is also experiencing more technical innovations with everything from memory gel foams in cushions to touch control mechanisms. As for price points, don’t expect huge leaps as 2014 moves forward.

BY MARC BARNES

F

OR MA N Y CA N A DIA N MOT I ON

This recliner from the Moderno collection

by Dutailier promises restful moments as it is designed with special attention in regards to seating and support.

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upholstery producers, 2013 went just about as expected: as the economic recovery continued, at first in the United States and more recently throughout the rest of North America, sales began to go up, some almost imperceptibly – and some well beyond their expectations.

For some, 2013 turned out to be at turns slow, fast – and with a surprising ending.

It was the year, some say, in which consumers began to see the light. Years ago, at the height of the Great Recession, they started an innocent enough flirtation with imported recliners and sofas. After all, these pieces looked beautiful and the price seemed right, or so thought a frightened and frugal consumer. And many fell head over heels – and entered into what they thought would be long-term relationships.

As is so often the case, many got their hearts broken. It ended sadly, if predictably. As nerves – not to mention springs and upholstery – got frayed, some decided to kick ‘em to the curb.

Now, they’re coming back home.

EL RAN: MOVING OUT OF THE BASEMENT

“I thank God every day because people are starting to see the light of a domestic manufacturer over imports,” said Eric Abecassis, coowner and executive vice president of El Ran. }

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Paradiso is a contemporary group from Bugatti Design that contains a condo-sized sofa, loveseat, chair and recliner. It also features the movable head rest and power incline as well as a choice of foam density for the seat.

The Lynn collection from El Ran features contemporary styling with a Larson arm and chaise seating. The chair shown here features a rocking, reclining, swivel mechanism but can also be ordered with a power option.

The sofa is apartment-sized and designed for a smaller living space.

Dario was one of 2013’s best sellers for upholstery specialist Jaymar. The retractable head rest is one of this contemporary group’s better known features.

It is also offered with a power incline mechanism. The group includes the sectional seen here as well as a condo-sized sofa, loveseat and occasional chair.

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“The beautiful affair that they had with China is not what marriage is supposed to be like.”

He attributed the success to a determination to compete effectively with offshore suppliers by knowing the lay of the land – and the moves that are most likely to be successful.

“This is a positive thing after five years,” he said. “”I’ve always consider myself David as in David vs. Goliath. But as long as they know what I am not doing, I’m fine. I am working in my garden and it’s hard to cultivate in someone else’s land without living there. Now it’s paying back and really looking bright.”

Abecassis said his happiness came about because 2013 “was unexpectedly and surprisingly very good,” with a backlog of orders that’s 30% higher than it was a year ago.

“We didn’t expect business for the year to finish off on such a positive note,” he said. “We’re very happy about it. It does catch us by surprise.”

He attributed his company’s successful showing to superior products and its own in-house delivery, which he said enables retailers to use the Montreal-based El Ran’s features and benefits to their own advantage.

From a style perspective, transitional and contemporary looks are continuing to attract younger consumers. Furthermore, pieces that fit into smaller condominiums in larger cities have also proven to be popular.

Abecassis also points out younger consumers are making it known they want the comfort – but not the look – of the recliners they’ve seen in their grandparents’ home.

“It’s more or less transitional or contemporary looks and we are also attracting new profile customers,” Abecassis said, noting younger consumers don’t want what was once in their parent’s basement – the ‘rec’ room. “The oldfashioned recliner has purified into a better look, better comfort and always a better value.”

The key, Abecassis believes is to deliver the specific piece of furniture after listening to what the individual retailer needs – after all, what sells well in one place might not sell at all in another – and then deliver on that need quickly.

Prices will continue to rise in 2014 because of expected increases in costs for labor and materials. The coming year will also see El Ran moving back into stationary furniture, a category it vacated eight years ago with the influx of cheap imports. The new stationary groups will offer the same choice of 600 fabrics and 220 leathers, which Abecassis hopes will ignite a new excitement – and higher profit margins – for the company’s retail partners.

The furniture industry needs to generate the kind of enthusiasm the automotive industry

El Ran’s Colton collection features contemporary styling, blanket chaise seating, and an oversized box arm with an exposed edge welt on the arm. It is also available with contrast stitching. This collection features a three-seat and a two-seat condo sofa as well as a loveseat and chair.

Shown here in a gun metal grey leather, it is offered in an array of 550 fabrics and leathers.

generates with the introduction of a new model year – complete with balloons, candy and gifts, instead of the presentday practice of getting them in the door, filling out their order and sending them on their way.

Like the first new car, buying furniture for the first home should be an event, Abecassis suggests. “The consumers come in with time and money, but unfortunately, a lot or people direct them to a fast sale,” he noted. “They want to ‘get my commission now’ and why bother to show them 50 other choices? But they could up-sell them. This gives them an opportunity to make a better sale.”

Retailers wanting a closer look at El Ran’s offerings will be able to see them in 2014 both at the Canadian Home Furnishings Market in Toronto not long after the New Year begins as well as at both the Spring and Fall editions of the High Point Market.

JAYMAR: APPEASING THE DISAPPOINTED CONSUMER

Louis Begin, vice president of sales at Jaymar, has seen many of the same trends: a feeling of regret for purchasing imported furniture that doesn’t last long coupled with an emerging desire for something better that will last longer.

As the economy continues to improve and consumers have more money to spend, Begin believes they will seek out domestic furniture.

This isn’t to say that the lower price points are going away, Begin said, adding “On the other hand, I see a lot of people who may have bought imported products for a lower price in the last few years now finding out and being disappointed with their purchases.

“Those people who can afford it might be willing to spend more on a domestic-made product that is going to last longer.”

Begin said 2013 started off sluggishly but picked up, thanks to the introduction late in 2012 of a new line of frames –

called Dario, Star and Venda – motion pieces that don’t look like motion.

“It has really taken off,” said Begin. “[It’s] the new look of motion furniture. It’s motion furniture that doesn’t look like motion furniture, a really refined look, very contemporary.”

The pieces are continually undergoing changes to meet the needs of the marketplace. For example, at October’s High Point market, Jaymar presented a variation with a lower back cushion while keeping the same ratchet headrest. The motion mechanism floats inside the carcass of the frame, which means if the headrests are down, you can’t tell which piece has motion and which piece doesn’t.

Because new motion frames are built using home theatre mechanisms, Jaymar came up with the idea of putting an arm in between two one-armed chairs, to make a home theatre seating row.

“The back is so low, once the headrest is up and you are reclining, it is home theatre,” said Begin. “But it looks like stationary. I think the looks are really good and the reaction of the dealers was excellent.”

For 2014, Jaymar will concentrate on improving the new frames by introducing memory foam to the cushions while introducing new series of complementary accent chairs.

Begin predicts there will be continued growth in consumer demand for contemporary design – esspecially in the Quebec market – but transitional will make a comeback to provide consumers with additional choices.

“They seem to be asking for a lot of contemporary and incorporating motion into that category,” said Begin. “The contemporary look with motion made those frames successful.

But I do foresee a little bit of transitional styling coming back, because we are getting a little flooded with contemporary.

“And we always want to keep the small scale in mind, due to condominiums going up in major cities. [Condominiums] are getting smaller and smaller and they are asking for } HomeGoodsOnline.ca

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The Westpoint reclining chair from Palliser is seen here in leather.

Contemporary is fast becoming the dominant style in motion furniture.

The model 3006 reclining chair from Via Furniture is a good example of the company’s move towards slimmer arms as a space saving feature for smaller living spaces.

more and more money for them. At the end of the day, people have to put furniture in there, but there is less room, so they need scaled-back pieces that can fit into those tight rooms.”

Jaymar is one of the few Canadian furniture concerns to rely on the talent of a full research and development staff that works year-round on creating new styles.

“I think we have some real good things in those categories,” said Begin. “Now, our focus will be more on accent chairs and those types of items that we are in need for to go along with these new pieces.”

Jaymar is part of the BDM Group, which also includes brands such as Dinec, Bermex, Mi-Di and Shermag among others. In addition to showing at their own building – called The Factory – in High Point, the group is expected to open a new showroom in the old Furniture Brands Canada facility for the January Toronto market period.

VIA BRINGING OUT SMALL ARMS

Sam D’Andrea, president of Via Furniture, said he’s also seeing a similar trend in terms of furniture scaling – given the smaller size of today’s homes, say down to 650 square feet.

But furniture designers do have to keep things within reason.

“That doesn’t mean that when you buy a condo, you get smaller,” said D’Andrea adding, “I think more and more, people are looking for comfort, as they are working with their laptop and phone.”

Via’s new motion offerings will have vastly smaller arms.

The inside dimensions remain the same, but the arms have gone from 12 to 16 inches down in width to three inches.

“That really did make a difference,” D’Andrea reports. “That was well received by the consumer.”

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Compared with 2012, Via Furniture did well overall, although D’Andrea was quick to note his Montreal-based company is a high-end manufacturer so it attracts a different clientele. Nevertheless, he’s not looking for significant growth over the coming couple of years.

“From what I hear, stores don’t expect to see a big increase,” said D’Andrea. “They will be lucky if they maintain at the same speed we are doing now.”

He said that his best-selling line is the 40-piece contemporary-styled Arizona collection, which includes a recliner, a condominium loveseat and a sectional – all with metal accents.

During the coming year, D’Andrea expects contemporary will continue to be the hot styling category. Power recliners will also continue to be favoured.

For TCHFM, Via is planning to introduce a prototype recliner with two motors, one for the back and one for the seat.

Cover choices will be expanded with new colours and leathers, including a leather-and-microfiber combination and buffalo leather.

Prices are expected to rise, but D’Andrea doesn’t believe it to make a measurable difference in sales. “Prices are going up, that is a fact,” he said. “But in my price point, that’s not too much of a problem – 2% to 3% percent will not make a difference for our kind of consumer. We are higher end and our consumers are demanding more and more.”

Via is also thinking about showing in High Point for the first time next October.

INNOVATING AT THE HIGH END

Owner Enzo Basilicata reports 2013 was an excellent year for Bugatti Design as sales grew 18% – far greater than the industry average. What’s more, he’s predicting similar growth for 2014.

“Our best sellers were our recliner sofas and chairs,” said Basilicata. “They perform well because they are sleek, modern and comfortable. Every piece comes with an option for a manual mechanism or electric. Our recliners with adjustable headrests are also top sellers.”

The goal for the Montreal-based manufacturer in 2014 will be to stay ahead of both the competition and the consumer.

“We try to always be ahead of the trends, looking for new mechanisms and new ideas to keep our product ahead of the others,” said Basilicata. “For example, mechanisms with battery and sensor touch buttons. We are currently working on a new motion sofa that has never been done before.”

Even with the introduction of these innovations, he is only expecting small price increases, possibly only 1% or 2%. “Our sofas are mostly high end and are priced accordingly,” he points out.

In terms of both marketing and design, Basilicata is urging retailers to stay tuned. “We are looking at entering the American market this year,” he said.

In addition to TCHFM, Bugatti will open a showroom in High Point’s 220 Elm and Basilicata is promising to unveil some unique motion designs. “We work on many different styles during the year and we have recently contracted a well-known designer in the furniture industry to help with new style ideas,” he said. } Continued on page 43

HGO merchandiser

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DINING ROOM u

Staying the Course Canadian dining room producers are seeing growth in the category, especially in the better quality and custom order segments of the market but caution there won’t be much upward movement in price points.

BY MARC BARNES

S

U C C E S S A S A M A N U FA C T U R E R

Left: This contemporary dining set from Bermex is seen here in the company’s best-selling Chamois finish Middle: One of Canadel’s 2013 success stories was the Loft collection, which combines solid wood with metal accents for an authentic industrial charm.

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competing in the dining room category these days can be boiled down to this: Stay the course.

And the course, which began several years ago as consumer tastes shifted, means contemporary pieces in which the quality is evident and the customer experience is seamless, industry observers say.

At Groupe Bermex, business went relatively well in 2013, considering an economy still in recovery from the Great Recession. Once the results came in, the brightest spot was to the south.

“We’ve had a great 18 percent increase in the sales in the United States so far in 2013, said Denis Darveau, vice president of sales for Canada. “It’s the first growth we’ve seen from the USA in almost five years, which makes us really

optimistic towards 2014. We do expect our sales to still increase in 2014.

Best sellers include the new Century and Chamois finishes which are used on country, traditional, transitional and contemporary styles, depending on how it is dressed.

“Another huge trend over the last two years has been upholstered chairs,” said Darveau.

“We’ve seen a tremendous growth in demand.

That is the reason that we have introduced over 16 new high-end upholstered chairs over the last eight months.”

Darveau said that for the future, he is expecting the styles to continue as they have for the past several seasons.

“Following some research and attending several seminars, it looks like contemporary will still be leading the trend over the upcoming year, but we will see more and more traditional styles getting stronger,” said Darveau. “Upholstered chairs will still be very trendy as well as different finishes which we will be working on.”

From the standpoint of merchandising, Nancy Villemure, vice president of marketing for Group Bermex, said the firm is focusing its efforts on building relationships.

“We are, more than ever, focusing on creating unique consumer experiences in close collaboration with our retailers,” said Villemure. “Recently,

we have designed and installed new concept galleries in different stores and the results so far are beyond our expectations. We create distinctive, personalized in-store environments that are based not just on our brands, products and options, but also on each stores market positioning, their clientele profile, and the shopping experience they want to offer.”

Making each installation unique to each location is the key to success, Villemure said.

Darveau said that he does not see much movement on price points during the coming year.

“In the price category we are in, being midto high-end, we are going to maintain our price points with higher and higher-end products as well as high quality and long-lasting products,” he said.

Darveau added that in terms of upcoming markets, one big change will be that in the Canadian Home Furnishings Market in Toronto, Groupe Bermex will be in its own building on Airport Road five minutes from the International Center.

“Our main concentration is in our own building in High Point, The Factory, which has been a huge success for us so far making it a real shopping destination for all retailers and designers,” said Darveau. “We have attended the Las Vegas Market for eight years with 28,000 square feet in three showrooms, but due to the economy it just

wasn’t worth it for us anymore, so we didn’t renew our leases there and we are not thinking of going back for awhile.”

Howard Cohen, director of sales for Canadel Furniture, said the past year went well in the dining category, just like the year before – and he is expecting continued success in 2014.

“We had double-digit increases in 2012 and we are extremely pleased with our progress in 2013,” said Cohen. “In everything, we have done pretty much hit where we forecast at this time last year.

We hit the numbers – our topline growth was substantial and our bottom line profit was better than substantial. We’re firing on all cylinders – both our growth and our efficiency have been great and we are thrilled. No problems.”

During the coming year, Canadel has a project – expected for a soft launch in January – which he predicted that retailers will embrace.

“We are expecting vertical growth in the first six months of 2013,’ said Cohen. “We are rolling out next year something we have worked on for the last year and we will formally introduce it in High Point in April.”

Cohen would not give precise – or any - details on what he was talking about. He did say the last introduction went well.

“We introduced in April 2013 our Loft Collection and we’ve gotten a substantial amount of }

The Newport dining collection from Woodworks Solid Wood is seen here with its fabric upholstery seats and curio cabinet in the background. The collection also offers two styles of sideboards – with glass sides and doors and with wood sides and doors.

HomeGoodsOnline.ca

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Also designed by Blake Tovin, the Fulton collection is set to be launched by West Bros. in 2014. The media chest seen here is built of a rough sawn White Oak wood with luxurious leather drawer pulls and typifies the group’s design aesthetic – sleek contemporary.

This country flavoured dining suite is from Camlen, a small Quebec-based manufacturer.

acceptance the moment we intro“We’re going to have duced it,” said Cohen. “Since then, an extremely large merwe’ve added a substantial amount chandising program in of product to the October show. It’s 2014,” he said. “Right now, gained a tremendous footing and we are focusing on one has really taken off.” thing into the first quarter Cohen described Loft as an of next year – getting this urban contemporary collection rolling. We will continue which recalls goods from Restoraas we do this new thing tion Hardware, but bigger and beefto add product to all of ier, with an industrial look to it. our other collections at The Morgan trestle table from A second collection, Chamthe same time. We never Woodworks Solid Wood is seen here plain, was introduced earlier but neglect what we have. We with the company’s Essex chair, continues to have strong sales, acalways look at everything the three-door dining chest and counting for a good part of Canwe are doing, but this one sideboard. This set is made in maple adel’s dining business. Cohen said new program is going to wood, but is also available in oak. that Champlain – a highly distake up the majority of tressed country look with a rustic our time in the first half of appearance – also works well as a coastal cottage look when next year, if not all of next year. Retailers are going to come in it’s painted white. and see us in High Point and they will be happy.”

For the future, Cohen said Canadel is well-positioned to use In terms of pricing, Cohen said consumers seem ready to both speed and agility to its advantage as new styles emerge come back to quality – and Canadel will be waiting. in the marketplace.

“Over the last year, if not the last two years, we have seen a “Our product lines cover all the different styles: contemporflight back to quality,” he said. “During the recession, retailers ary, modern, country, industrial,” he said. “We are a custom were all trading down. Trading down is a slippery slope and company – unlike import companies, which have to anticipate there’s not a bottom to it. What we’ve seen is that we upper and order well in advance, we can move on a dime. When we end casual dining retailers are providing us with a substansaw industrial – the Crate and Barrel, the Pottery Barn, the Restially larger part of their real estate across the board. “ toration Hardware, we were able to create the Loft program Cohen said the new product offerings, as well as the addiin three months, from conception to production to shipment.” tions to existing lines, will be featured at the Canadian Home Cohen said he really doesn’t see any future trends as far as Furnishings Market and at the High Point and Las Vegas marcolor and fabric just now, because the industry is still riding kets as well. changes that came about in the past.

By contrast, Derrick Middleton, national sales manager “A couple of years ago, we saw more modern and less counfor Woodworks Solid Wood Furniture, said that the economic try and we’ve gone into that very heavy over the past few downturn is continuing to affect sales to the point where it’s years,” he said. “Contemporary still continues to get larger hard to predict the outcome. and larger. Even if you look at Amish companies, their trad“I would say 2013 was what I would call flat,” said Middleton. itional and Early American, we can see them coming out with “It was pretty much what we did in 2012, more or less, unfortumore contemporary styles. We’ve been there a few years and nately. Twenty years ago, you could predict quarter by quarter, we keep adding to contemporary collections.” but business these days, for the last four or five years, it’s been In terms of specifics on what Canadel will be offering next impossible to predict. Since the downturn in 2008, it has been year, Cohen wouldn’t talk about it, except to say that it will be big. very mediocre, not terrible, but it’s not been great, either.” }

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Still, Middleton has some hope for the future.

“I would like to think that next year would be better, even if 2 percent or 3 percent,” he said. “We’ll have to wait and see.

When there’s a wave in the United States, there is a ripple in Canada. That’s good and bad. I don’t see a lot of positives coming out of the U.S. right now and I can’t predict a lot of positives in Canada, either.”

Woodworks’ best sellers have included Newport and Morgan and its new Net collection. In terms of trends, both ends of the spectrum – from rustic to contemporary – will likely gain n popularity.

“We’ve seen quite a bit of rustic furniture and transitional/ contemporary,” he said. “We are getting rustic wood in here and we are looking at creating rustic products and contemporary. We’re getting a rustic grade of wood and the highest-end maple that you can buy – and we’re looking at that and using to go for more contemporary looks when we do.”

In terms of pricing, Woodworks may see a 2 percent to 5 percent increase over the next 12 to 18 months.

“We are not a price-point manufacturer – we are medium-end and high-end and price points are not what people are looking for – it’s really quality people are looking for with our products,” Middleton said. “People buy our products for look and quality and we’ve been successful for 30 years doing what we have been doing and we still believe we are doing the right things.”

Woodworks plans to show at the Canadian Home Furnishings Market. Middleton said that the company blanket-wraps from coast to coast in Canada – and while it used to venture into the United States as far as Washington and Oregon, that market dried up in the market downturn in 2008.

“At some point, we might look at expanding back into the U.S. if market conditions justify it,” he said.

Greg Brown, vice president of Knowlton, Quebec-based Camlen Furniture, said business has been steady but unexciting, with sales declines in independently owned furniture stores but successes in commercial accounts and contracts.

“Based on the lag in the fall orders, we are not sure what to expect for the first six months of the year,” said Brown. “We are hopeful but realistic, and do not expect the retail furniture business to turn around soon, but we will continue to seek sales in other areas.”

Camlen saw steady sales with high-end tables and chairs, which separates it from imported goods in the marketplace.

In terms of emerging trends, Brown said that he has seen a very noticeable lack of choice in the Quebec market.

“The big-box stores in the major urban centres of Quebec seem to only carry very modern and contemporary furniture, all but eliminating the options for potential clients with different tastes,” he said. “We are forecasting a limited return to a more transitional, even traditional, look as the ‘contemporary’ starts to look dated.”

To meet market challenges, Camlen will be expanding its offerings.

“Vintage wood and barn wood and any other manner of recycled materials are in high demand,” he said. “We plan on expanding our own creations with the addition of entertainment centres and dining tables and benches in the recycled style.”

Brown predicted that the economy will be more of a concern than pricing.

“Our clients mainly look to us for a higher end product, because so much of what we do is customized,” said Brown.

“The expectation for customized furniture is usually upcale to start with, but I do not foresee a particular demand for upper end furniture unless the economy as a whole picks up.”

Brown said that Camlen will be participating in the Canadian Home Furnishings Market.

At West Bros. Furniture, Samantha Mund, customer service/sales, said that business picked up in 2013, when a surge of new dealers combined with the production of West Bros.

Workspace and Serra. } Continued on page 43

Created by furniture designer Blake Tovin, West Bros. introduced the Phase collection earlier this year. This contemporary group is seen here in walnut.

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ANNI

1962-2012

YEARS

1962-2012

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INNOVATING NEW LEVELS OF

COMFORT

Technology continues to be the key to satisfying the consumer’s need for a good night’s sleep. Almost all of Canada’s mattress producers are coming out with ‘hybrid’ product collections – sleep surfaces that combine the best that gel, latex and reliable old pocket coils have to offer.

BY MICHAEL J. KNELL

Magniflex, the Italian mattress maker, recently brought its Anniversary model to Canada.

At 14 inches high, this model includes six layers of breathable memory foam and other natural fibers that mould and quickly respond to individual body weight. It also features a removable cover made out of natural viscose fabric.

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t MATTRESSES

A

NYONE WHO HAS WORKED IN THIS

country’s furniture industry for more than about five minutes understands full well how critical mattress sales are to the individual retailer’s success. And it doesn’t matter much whether the retailer in question is an independent or a national chain, mattresses are often a key source of both gross margin and pure profit dollars.

That simple fact of furniture life didn’t change in 2013 and isn’t likely to change as 2014 unfolds. But the good news, mattress sales and shipments seem improve as 2013 worn on.

According to preliminary data published by Statistics Canada, mattress shipments for the first three quarters of 2013 totalled $643.4 million – a 23.9% jump over the $519.4 million shipped during the January to September period of 2012.

Considering shipments were virtually unchanged on an annual basis in 2012 over 2011 – $700.3 million versus $699.8 million, respectively – that’s pretty good news.

(It should be noted the shipment figures include all mattress categories, from hospitality, institutional and health care to residential replacement.)

But most mattress company executives are not expecting shipments to achieve a double-digit growth rate for the entire 2013 year and aren’t anticipating significant growth in 2014 either, considering the overall economic environment.

“We look to the industry to be more or less flat in the first half as there won’t be a major change in consumer spending habits,” noted Laurie Dubrovac, director of marketing for Simmons Canada.

“Our business for 2013 is in-line with our forecast,” Simon Jervis, director of marketing for Sealy Canada reports. “We do continue to see a relatively challenging and volatile retail market. However, considering that our business is in direct correlation with economic data for housing starts and GDP growth, we do believe we are trending better than much of the industry and estimate that we have increased our market share over the past year.

“In 2014,” he continues, “we believe we will continue to see a stable trend in mattress sales with a very modest growth, probably in line with economic forecast for consumer goods.”

Looking at retail sales for the first half of 2013 – the latest period for which numbers are available – the news is similarly encouraging. According to Statistic Canada’s Retail Commodity Survey, retail sales of mattresses total $758.3 million for the January to June period, a 4.0% gain over the $729.2 million for the comparable 2012 period.

However, sales have not returned to their high water mark which was set in 2008 when first half sales totalled $989.2 million.

For the full 2012 year, mattress sales were $1.60 billion, up 5.6% over 2011 when sales were $1.50 billion. Once again, sales were still lagged behind 2008, when sales were $1.80 billion.

While the industry’s top line is showing signs of growth, there seems to be an emerging consensus among mattress company executives that the average ticket written on the retail sales floor continues to erode.

David Gélinas, co-owner of specialty mattress product Zedbed, pointed to a recent observation from David Perry of Furniture Today and an acknowledged expert on the bedding industry. “The bad news, in a nutshell, is that furniture retailers are shifting down to lower-priced bedding models,” Perry wrote, adding, “A year ago, the median for the best-selling bedding price point in queen was $899. But this year, our Furniture Store Performance Report found, that best-selling median has dropped to $799. That’s an 11.1% decline.”

Gélinas believes there is ample evidence to suggest this is also happening here. “Last year, in Canada we saw the bedding price erosion,” he said, adding, “I think the first half of 2014 will reflect the last six months of 2013.”

While there may be an upward shift in retail price points, most industry executives aren’t looking for huge gain simply because there may be no appetite among consumers to accept them. Those higher tickets will also come from more innovative goods – mattresses that offer new technologies and benefits to the consumer.

“The Canadian marketplace is very competitive,” notes Sealy’s Jervis. “While we do forecast that retailers will continue to merchandise and promote key price points, we are seeing lifts in retail tickets. This upward trend is attributed to innovative products like Sealy Posturepedic Hybrid, an increased consumer demand for memory foam and latex foam mattresses and an increased attachment rate for adjustable beds.”

“Given the outlook for continued low inflation, consumer price expectations should remain the same in 2014 as in 2013,” Simmons Dubrovic adds.

“Key price points will hold, retailers will continue to fight aggressively for share with the changing dynamics and U.S. pressures,” Valerie Stranix, chief marketing officer for Rev Sleep says. “Opening offers will continue to be aggressive, for example the large manufacturers will be going after OPP again, they will also re-engineer to cut costs and try to show better value in premium positions where there is any wiggle room, to move sales up.”

BUILDING ON A NEW BRAND IDENTITY

Laurie Dubrovic, director of marketing for Simmons Canada, reports 2013 saw the producers of the Beautyrest mattress HomeGoodsOnline.ca

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The Sealy Posturepedic Proback hybrid mattress delivers comfort and support with a half foam/half springs design. The top half also features a full sheet of Sealy’s gel memory foam.

brand launch a new technology and a new brand identity in the Canadian marketplace. “We’ve had positive feedback from both retailers and consumers and we will continue of brand transformation into 2014,” she said.

While innerspring still accounts for most of their business, Simmons has also been branching out into the new mattresses technologies with the rollout of their ComforPedic line, which offers a combination of the company’s AirCool design with TruTemp Gel for those consumers looking for an advanced memory foam sleep surface.

“There has been a dramatic increase in sleep awareness,” Dubrovic points out. “More than ever, consumers are looking for technologies and innovations in comfort and there continues to be an interest in luxury layers in the fillings of mattresses.”

To capitalize on this trend, Simmons will launch Beautyrest Black in the early weeks of 2014 that Dubrovic promises “will set the bar for all luxury beds.”

The company will also continue to rollout the Recharge – a mattress line combining the back support of the pocketed coil technology with the coolness of its AirCool design – program first introduced by their Atlanta-based parent about 18 months ago.

NEW PACKAGING FOR NATURA

Simmons Canada has been branching out into the new mattresses technologies with the rollout of its ComforPedic line, which offers a combination of the company’s AirCool design with TruTemp Gel for those consumers looking for advanced memory foam support.

“ Last year, in Canada we saw the bedding price erosion. I think the first half of 2014 will reflect the last six months of 2013.

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Rev Sleep has re-tooled its sewing operations, a development chief marketing officer Valerie Stranix says will allow the company is create unique product looks in-house as it looks to accelerate its marketing initiatives for each of its portfolio of brands – which include Natura World, ObusForme, NexGel and Sommex – and their respective collections, each of which has a unique selling position in the marketplace.

“We are introducing brand new looks for our Sommex and ObusForme brands,” she explains, “each in the brand’s respective colour schemes to co-ordinate with the collateral material we will product – all of which will be shown at the upcoming Canadian Home Furnishings Market in Toronto.”

Two new initiatives are being planned for Natura World, the first being a quick ship program entailed Xpress Yourself.

“This program is composed of Natura’s 12 bestselling items – four pillows, four bedding items and four mattress models – all of which will be guaranteed to ship in 48 hours or the product order will be free,” Stranix says.

A new packaging program will also be introduced for Natura’s top-of-bed product assortment in 2014; one Stranix says will “support the brand’s message of sustainability better than ever.”

Certain Natura-branded pillows, blankets and other top-ofbed items will no longer be packaged in cardboard. Instead, the company will use packaging made of 100% cotton with a PEVA window.

“The new packaging reflects our company’s commitment to what the Natura brand is all about; a natural and healthy

approach to sleep, but with function, purpose and a benefit to the environment,” Stranix says.

PEVA, or polyethylene vinyl acetate, is an alternative to PVC used in a number of common household products such as table coverings, cosmetic bags, baby bibs and lunch coolers. The new packaging can re-used by the consumer in a number of uses including as a shopping or storage bag. One can even be used as a diaper bag.

ZEDBED MOVING INTO HYBRIDS

To capitalize on the emerging interest in hybrid mattresses, Zedbed will launch Fuzzio at the Canadian Home Furnishings Market in January.

“Fuzzio is a new a direction for our company and will complement our regular Zedbed line,” Gélinas believes. “We think retailers will gain sales with a high-end hybrid mattress program that provides their will a more complete specialty mattress selection.”

The new line is a combination of Zedbed’s existing therapeutic foams and its Hexa branded individually encased coils.

Hexa coils have a unique hexagonal shape in order to limit contact points when compressed. “With this feature, body heat and humidity naturally occurring while sleeping are not confined, but rather expulsed between the coils,” Gélinas explains, adding each coil is individually wrapped and arranged differently depending on mattress selected by the consumer.

“We also believe that adjustable beds are going to more and more popular,” co-owner David Gélinas says. “Retailers are selling more and more power foundations and want more of these SKUs on their floors instead of just selling flat foundations which limit their profitability.”

Zedbed will launch three new adjustable beds at TCHFM and at the Las Vegas Market at the end of January.

PROBACK PERFORMING FOR SEALY CANADA

“We are having good success with our Sealy Posturepedic Proback products,” the company’s Simon Jervis reports.

“Their unique features really connect well with the consumer as they are designed with extra materials through the center of the bed which provide better performance with comfort, support and durability.”

The other advantage is it gives retailers and their floor sales staff something to talk about beyond the usual innerspring, foam and fibre stories. Their sales pitch to the customer can focus on the benefits to product provides.

“Sealy Canada will launch a suite of hybrid mattresses in our Posturepedic Proback family of products at TCHFM,” Jervis says. “The new products are the most supportive and comfortable mattresses that we have ever manufactured.

Hybrid mattresses will launch in early 2014 and will retail from $1,099 to $1,999.”

The moral of the story is this: Canada’s mattress manufacturers agree innovation and technology is the key to capturing the consumer’s imagination in this tough retail marketplace. The complicating factor is the consumer continues to be price sensitive and probably will be for some time to come. HGO MICHAEL J. KNELL is the

publisher and editor of Home Goods Online.

The Safari from Zedbed features the company’s new AirPlus foam that is designed for maximum ventilation – eliminating air trapped between foam layers and to create the perfect sleep environment.

iSERIES LUXURY COMING TO SERTA

Inspired and influenced by the success of its iComfort collection, Serta Canada will launch its iSeries program of luxury bedding to the Canadian market in 2014. However, national sales manager Les Channel wasn’t revealing much about the program at press time other than to say it will be a luxury bedding program “that has to be seen to be believed.”

He did report that Serta has good sales increases in 2013 and expects this trend to continue in 2014. “We did very well with our Perfect Sleeper and iComfort collections,” Channel says. “They look good, feel good and have the leading technology in the industry.”

Serta plans to continue its consumer-oriented television advertising campaign in 2014 while building its web and social media presence on Facebook and Twitter.

This new mattress from Sealy Canada is one of the company’s new hybrid models: a marriage of the tried and true innerspring technology with the latest in gels and foams. It is seen here on an adjustable foundation, another technology that is gaining popularity in the Canadian marketplace.

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QuickCover is a collection of upholstery protection slipcovers Caber Sure Fit.

Protecting the Customer’s Investment

When the consumer purchases a big ticket item, she – and the retailer she’s buying from – sometimes overlooks the importance of protective coverings and extended warranties. Fortunately, the leading producers believe that with a little education and strong promotion, the added value sector can thrive while benefiting both the retailer and the consumer.

BY ASHLEY NEWPORT

W

H E N T H E CO N S UM E R B UYS A N Y B I G

ticket item – whether it’s a piece of furniture, a car or a major appliance – she’s often suspicious about buying the add-ons. She’s sometimes afraid of being gouged, prompting retailer to soft sell a mattress cover, protective solution or extended warranty. But doing so can leave the consumer vulnerable to product damage and the retailer to a preventable loss in sales. To ensure retailers and consumers understand the value of protective products, Canada’s leading producers believe there’s a need to focus on education and promotion.

“We offer a wide range of things,” explains Brad Geddes, president and chief executive officer of Zucora Inc., a Lon-

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don, Ontario-based company specializing in home furnishing protection plans and customer care programs. “We hate the term ‘added value.’ We promote the idea that it’s part and parcel of the buying experience. We cover anything that might be purchased in a home furnishing retail environment. We offer service programs, extended service plans, pillow and bedding protectors.”

Other companies focusing on added value offer similar products. For example, Caber Sure Fit offers multiple protective coverings, including slipcovers, childproof Sneaky Sheets and warranty programs while Protect-A-Bed focuses on protective bedding that promotes a healthy, hygienic sleep environment. Phoenix A.M.D. International offers a

t ADDED VALUE

stain protection program, a mattress protection program and a line of dish and laundry detergents.

Each company offers products designed to prolong the life of furniture, mattresses and major appliances and each takes a unique approach to ensuring their products resonate with both the retailer and consumer. For most companies, business in 2013 was satisfactory while presenting opportunities for more growth in the New Year.

“We’re quite fortunate our business has remained strong and grown,” says Zucora’s Geddes. “The industry is in a slump, so we knew we had to service and support our customers and come to the market with new products and options.”

Warrick Bell, product manager with Protect-A-Bed, also said the company managed to grow. “It’s growing better at a great rate,” he says. “There are challenges with everything shipping from the U.S., but we have great turnaround for [Canadian] customers. I think business is looking good for 2014, as we have new products and innovations planned for January.”

The Chicago-based Protect-A-Bed severed ties with its long-time distributor Caber Sure Fit in January 2012 and named industry veteran Marc de Grave as its vice president of Canadian operations. De Grave is based in Guelph, Ontario.

Albert Marrache, president of the Bowmanville, Ontario headquartered Phoenix A.M.D., said growth was positive overall. “2013 was a very good year for the retailer who understood that add-on sales are important and it wasn’t as a good a year for retailers who didn’t,” he says.

Others found business slow but steady.

“2013 was flat with some slight growth, more so with larger retailers than independents,” says Keely Opert, vice president of strategy and innovation for Caber Sure Fit, located in Markham, Ontario. “For opening 2014, we’re bullish and expecting to see some growth across the board. We’re optimistic because we nailed down our offering. We’ve got some new launches of products that have performed well for us in other channels, such as the Quick Cover which has done well in big box industries.”

In terms of new products, Zucora – which was once known as MagiSeal – will be launching Quarz at the Canadian Home Furnishings Market in January. Made with nano-technology and all-natural products, Quarz is a liquid application that repels liquids on fabric and leather and lasts up to seven years. The company is also staying on trend by focusing on health-oriented products, including Fabritech International’s Pure Care – a line of mattress protection products geared towards health-conscious consumers who want an allergenfree sleeping environment.

“Pure Care has five-sided protection and is moisture-proof on top and on all four sides,” explains Geddes. “We have different kinds, including an antibacterial one with silver ions to protect from allergens and an aromatherapy kind with five different scents and silver ions.”

When it comes to health — and most industries are catering to consumer’s growing demand for natural products }

Made with nano-technology and all-natural products by Zucora, Quarz is a liquid application that repels liquids on fabric and leather and lasts up to seven years.

Zucona Pure Care eae venimus dis mintum fugit aut utem ande pliquis ratia sit de cuscien delluptatur, aut lia pori tendam, voluptate doluptatur, nos Brad Geddes, president of Zucora.

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Protect-A-Bed Inusda doluptaes aut vellor ma acest, omnimusam, sa inia conest, ilist, voluptas quaest pro tor as sam, quos.

Warrick Bell, product manager for Protect-A-Bed

made with ingredients they can pronounce — other producers are just as on board. Protect-A-Bed’s Bell likens an unprotected mattress to an unwashed shirt. No retailer would want to be associated with a soiled shirt and no consumer would want to wear one.

“Think of not washing a shirt for 10 years,” says Bell. “Every day we go back to this unhealthy environment that we spend one third of our life in. We need to bring awareness of why every mattress needs protection.”

IT’S ABOUT EDUCATING THE CUSTOMER

Bell’s emphasis on education is most salient, as a major challenge facing some players in the added value industry is teaching retailers — and, by extension, consumers — about the benefits of working additional products and warranties into the initial sale.

“It’s definitely about education,” Bell says. “Both the retailer and consumer must be educated. A retailer can make an extra 50 points on our product so they need to focus on selling the added value products. That’s why we have an educated sales team that can sell the product in the best possible way.”

For Phoenix A.M.D.’s Marrache, education — not launching a slew of new products — is king.

“We’ve decided to take a stand on helping the retailer make more sales [in 2014],” he says. “We’re giving out more information and will be sending info on a monthly basis.

[There will be more] in-store presentations with the sales people. We’ll make sure the sales people working the retail floor are more comfortable selling the product.”

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DreamSerene is the brand of mattress and pillow protectors manufactured by Caber Sure Fit.

Protect-A-Bed is focusing on spreading information by creating promotional materials with a graphic design specialist and working on bilingual materials that will help reach deeper into the Canadian market.

“We don’t sell all our products in Canada because it’s not as mature a market and we didn’t have a team to develop French language materials for every product range. We’re now increasing bilingual market support for the Canadian market.”

Caber Sure Fit’s Opert also finds getting retailers on board a challenge.

“We’re finding this indifference to small ticket, small dollar items,” she says. “It’s a small percentage of the mattress, so it’s not given the same amount of attention. Overall, we’re getting a resistance to change and people aren’t exploiting [the potential]. Consumer awareness is growing, but the retailer isn’t taking advantage. They can give the consumer more choice. The product is too commoditized and it doesn’t have to be. Consumers will purchase a higher-end product.”

To combat the problem, Caber Sure Fit offers a step-up program with a range of mattress protectors at different price points. They also offer training incentives and do their best to communicate directly with the consumer by utilizing social media.

For Zucora, the key to increasing sales is to sell the product adequately to retailers.

“The beauty of our programs is that they are the most profitable and don’t take up any floor space. For those who don’t see the opportunity, they tend to overlook the importance.

The service plan is the peace of mind element; customers want to protect their investment. Some retailers may not ap-

Albert Marrache, president of Phoenix AMD International.

Phoenix AMD International has developed this line of laundry detergent (with stain remover) under the Excelsior brand name for furniture, mattress and appliance retailers.

“[You need to] focus on the customer and show how he or she will benefit from it. Give the customer peace of mind and target your approach to their needs. Do they worry about health or cleanliness?” – BRAD GEDDES preciate the protection and don’t include it in the sales process, so we have to provide education and training. We make sure they have the right solution and we can tailor a program to a retailer. We train sales associates on a regular basis and I think we do it pretty well.”

Another way to market a hard to market product is cutting out the middleman — or at least making sure he has the customer’s best interest at heart. Caber Sure Fit uses social media to talk directly to consumers, and Zucora ensures that the middleman communicates the benefits of added value products to their customers. “[You need to] focus on the customer and show how he or she will benefit from it,” Geddes says. “Give the customer peace of mind and target your approach to their needs. Do they worry about health or cleanliness?”

As to where the industry is heading, Geddes sees three main types of retailers in the coming years: retailers with no added value programs, retailers with programs and retailers who create their own programs.

“Retailers [with their own program] would have to cover additional costs and find more customer service employees.

They might have difficulty keeping track of their own programs, especially if owners are selling or retiring. That can be risky for new owners. Retailers avoid risk by using companies like ours.”

For Caber Sure Fit’s Opert, the challenge is making the retailer and customer understand they’re not just buying

additional products frivolously, they’re protecting a costly investment — one that might sit in their bedroom or living room for years.

“There’s hesitation in pressuring the customer to buy more, but they protect the investment and prolong the life of the furniture. “ For Phoenix A.M.D.’s Marrache, the goal isn’t to harass the customer into accepting added value products; it’s about getting them on board by emphasizing choice.

“If a customer wants a sofa loveseat they want to keep it clean, and if they’re presented with our program all the time, they’ll be more likely to take protection. The offer is the important part. Let people understand what’s available and give them the opportunity to take it.”

Protect-A-Bed’s Bell also agrees that there’s value in reaching out to the consumer directly.

“We’re going to come out with more educational videos on improving your sleep environment,” he says before mentioning that the company plans to showcase the videos on a YouTube channel.

“The main thing is the education. We’re going to focus on educating the end consumer.” HGO A frequent contributor to HGO Merchandiser, ASHLEY NEWPORT is a Toronto-based freelance journalist who primarily writes for trade and business publications. Her specialties include food, hospitality and emerging social/business trends.

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Continued from page 19 (Bedroom)

This transitionally styled Orson model with a square design pattern was one of Amisco’s best sellers in 2013. In North American cold-rolled steel with a nontoxic power coating, the bed is available in more than a dozen metal finishes.

Also having a strong year in bedroom in 2013 was Dinec, which saw the category grow from 15 percent of total sales to a 21 percent share. Driving growth was a new headboard concept intro-duced at the October High Point Market called Star. Designing to provide a comfortable seating surface for reading and watching TV, the bed features an angled headboard that cradles two lush built-in pillows.

“A recent survey by the Quebec Furniture Manufacturers Assn. showed that 86 percent of people use their bed to watch TV, eat and read,” said Philippe Darveau, vice president of sales and board member of parent company BDM Furniture. “But most beds aren’t designed for this and the only way to get comfortable is to bunch up some pillows.

With Star, we’ve designed a bed that provides ‘the perfect pitch and perfect comfort’ for sitting up in bed.”

Dinec’s Jaymar division produces the pillows for the new Star model, which is available in a choice of 142 fabrics and leathers and 45 wood finishes. The bed is offered in two sizes, with or without storage. In addition, Dinec offers a new collection of case pieces with optional appliqués “that fit perfectly with the new bed,” said Darveau.

At the Toronto Market, Dinec will exhibit in the former Furniture Brands Canada showroom at 80 Delta Park Boulevard in Brampton.

“We think 2014 will be a great year,” said Darveau. “We expect our bedroom sales growth to be in the 25 to 30 percent range.”

Darveau added that Dinec is seeing good sales rates on both beds and cases. “We are seeing more action than usual in beds but it might be because we lowered our price point a bit,” he said. “But our case goods always sell well since the customer can match our pieces with what they already have.

We have so many options, and they don’t have to buy the full group at once.”

He said Dinec is seeing a lot of orders for nightstands and dressers. Double beds also are doing well. “We just opened up Sears Canada, which is off to a great start with us in bedroom, and they are selling as many doubles as queens.”

At solid-wood producer Durham, bedroom business was up slightly in 2013, said Gord Dilworth, president and CEO. “Our

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new initiatives are paying off and sales are moving in the right direction. We’re positioned for a strong 2014.”

One recent development that has Dilworth excited is the addition of industry veteran Eric Schenk as a strategic adviser for the company. Schenk had a 40-year career with Century Fur-niture, most recently serving as CEO, before retiring from the high-end producer in April.

“Eric has helped us refresh the Durham look to make it more relevant and appealing,” said Dil-worth.

Recent expansions to the line include the new transitional Metro East and modern Harbor Loft collections with two-tone finish options and new Designers Choice paint colors.

Durham’s Perfect Balance line of scaled down designs, introduced in April 2012, is doing very well, according to Dilworth. The line now includes nine different styles and a variety of “your choice” bed options, as well as youth configurations.

“Perfect Balance took our average price point down and gave us wider range to offer retailers,” said Dilworth. “Together with our standard line of Durham Classics, we now have two complete bedroom programs in a full range of styles.”

At the Toronto Market, Durham will spotlight Metro East and Harbor Loft as well as a new group of chests with serpentine fronts. In April, at the High Point Market, it will expand its fabric head-board program.

“We’ve asked Eric to stretch us, so we expect to introduce a number of innovative bedroom products in 2014,” said Dilworth, adding that Schenk’s expertise in the high-end, designer and export marketplaces will lead Durham to also explore new distribution opportunities.

At import source Magnussen Home, “we had decent growth in bedroom this year and are fore-casting more of the same for the first six months of 2014,” said Nathan Cressman, senior vice president of product development, sales and marketing. He added that he continues to see downward pressure on pricing —“or at the very least maintaining the important price points that exist today” — and a strong demand for flexible container service. “We are continuing to grow the groups that are available to mix through our warehouse program.’

Contemporary and lifestyle designs seemed to outperform other style categories, he said, re-flecting the demographic shifts in purchasing power that is taking place as younger consumers take a prominent role in the market.

For 2014, Cressman sees a continued movement toward contemporary and lifestyle design. “It could be a twist on traditional styling or silhouettes that emphasize shape and finish,” he said.

Sizing also will continue to be important, as Millennials and Baby Boomers both seek smaller scaled furniture for second bedrooms, condos and rental units. HGO GARY JAMES is a freelance writer based in Chapel Hill, North

Carolina. He spent over 20 years with Furniture/Today, serving as case goods editor and special projects editor, directing the editorial content of Leather Today, Bedding Today, Global Textiles Today and other supplements and sections.

Continued from page 26 (Motion Furniture)

Continued from page 32 (Dining Room)

MY COMFORT DRIVING PALLISER’S GROWTH

“We are experiencing a great end to the calendar year and we are cautiously optimistic in forecasting 2014,’ said Mund. “We are growing as a company and we are going into areas that are discovering the quality and integrity of West Bros. As our dealers have known for a long time, the general public is really seeking out quality and unique styling.”

West Bros. has been on the leading edge of a trend which has seen dining rooms grow less formal and more multi-functional – and is able to offer retailers a range of stylish transitional and contemporary designs that feature both style and function.

“In dining rooms, we see the need to switch from formal to contemporary day to day,” said Mund. “Especially with younger customers, they are looking for fresh multi-functioning options which make our Phase dining room extremely enticing. Our new book cases from our Phase Workspace can be used within the dining setting and the sideboard or credenza has shelves that double as regular shelves or flip with scoop outs to store wine.”

Customers have options: tables come in two different lengths and are either round or rectangular; chairs come in two different styles and new fabric options are growing, she added.

Mund said that emerging trends, especially in technology, will mean changes in the furniture industry.

“As a generation, we have seen more technology changes than any other,” she said. “People can surf net, stream movies and shows from devices all over the home. They can pull up their laptop in any room in the home to work so when designing and manufacturing furniture, we are mindful of the multifunctionality that pieces need to be. Our pieces are designed to complement our customer’s lifestyle – making furniture for the way we really live.”

In terms of future directions in design, Mund said that West Bros. was on the right path when it began its efforts in contemporary designs in April 2011 and continued through 2013. She said the company plans to build on the success it has seen thus far.

In the near term, West Bros. will be launching a new website in the beginning of 2014 and will be introducing a new dining room collection for the April 2014 market in High Point, she said.

“We aim to be the manufacturer that our dealers can turn to when their customers are looking for something that surpasses in quality, style and service,” Mund said. “We see 2014 as a pivotal year for us and a real growth period for us.” HGO

Even though the challenges will continue, Palliser is expecting to see growth in the high single digits in 2014, coming on the heels of modest growth in 2013, according to marketing manager Jessica Smithson.

My Comfort was Palliser’s bestselling motion group this past year, with its contemporary design, touch button motion controls and an exclusive European mechanism for sofa beds that allows it to be placed almost anywhere in the home.

Other winners were Runway in fabric upholstery and Simple Sectionals – more than 300 covers on multiple configurations from a two-piece chaise to multi-piece modular units, which gave consumers additional choices for furnishing their homes.

Price increases are on the way. “Leather pricing is moving up for sure as this commodity will recover with world demand,” Smithson noted. “Fabric upholstery will still be more stubborn in moving up, but if the product designs and features answer consumer needs, you can demand more.”

From a design perspective, Smithson sees a continued emphasis on modern and casual contemporary styles as well as on pieces that have multiple functions and unique motion.

As for what directions Palliser will pursue, Smithson won’t say just yet but details will be forthcoming at TCHFM as well as at its annual private show held each June at its Winnipeg head office. The company also maintains permanent showrooms in both High Point and Las Vegas. HGO MARC BARNES is a freelance writer based in

ADVERTISERS’ INDEX

Greensboro, North Carolina.

Pages 2-3 Phoenix AMD International 41 Butler Court Bowmanville, ON L1C 4P8 T: 800.661.7313 F: 905.427.2166 www.phoenixamd.com Page 5 Natura World c/o Rev Sleep Corporation 53 Bakersfield Street Toronto, ON M3J 1Z4 T: 800.567.7933 F: 888.567.7934 www.naturaworld.com Page 7 Durham Furniture 450 Lambton Street W Durham, ON N0G 1R0 T: 519.369.2345 F: 519.369.6515 www.durhamfurniture.com

MARC BARNES is a freelance writer based in Greensboro, North Carolina.

Pages 11 & 23 Canadian Home Furnishings Market 101-1111 Saint-Urbain Montreal QC H2Z 1Y6 T: 514.866.3631 F: 514.871.9900 www.tchfm.com/en

Pages 20-21 Serta Canada/ Star Bedding Products 40 Graniteridge Road, Unit #2 Concord, ON L4K 5M8 T: 800.663.8540 www.sertacanada.com

Page 31 Obusforme c/o Rev Sleep Corporation 53 Bakersfield Street Toronto, ON M3J 1Z4 T: 800.567.7933 F: 888.567.7934 www.naturaworld.com

Page 13 Protect-A-Bed 1500 S. Wolf Road Wheeling, IL 60090 T: 519.822.4022 www.protectabed.com

Page 27 Zucora 552 Clarke Road London, ON N5V 3K5 T: 800.388.2640 www.zucora.com

Page 33 Magniflex 1000 5th St., Suite 220 Miami Beach, FL 33139 T: 905.481.0940 www.magniflex.com

Page 15 Brentwood Classics 57 Adesso Drive Vaughan, ON L4K 3C7 T: 905.761.0195 www.brentwoodclassics.com

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