RTA furniture builds on shoppers' 'can-do' attitude - ready-to-assemble

Discount Store News, June 20, 1994 by Michele C. Hollow

Some manufacturers hinted that they most likely will absorb the costs because business has been excellent. Others said that a price increase at the end of the year will be imminent.

"1993 has been a banner year for the RTA industry," said Kurt Gelke, vice president of marketing at Bush Industries.

Several manufacturers believe that even if a price increase were to go into effect at the end of the year, the value is so good that consumers will continue to purchase RTA furniture with the same zeal that they have shown in the past.

"As the price/value relationship of RTA has evolved," said Powers, "so has the customer base. As quality increases at every price point, the value increases relative to RTA alternatives, broadening the potential customer base. The RTA market has moved well beyond just the price-conscious, utilitarian customer."