It starts with finish - new paper finish designs for ready-to-assemble furniture - RTA Furniture

Discount Store News, Oct 16, 1995

The newest paper-finish designs for RTA product have struck a chord with consumers. Whitewashed pines, black, and granite grey finishes have begun to work their way into the mass channels. This is especially true at the upscale regional discounters, specialty hard lines chains (like Best Products and Service Merchandise) and specialty RTA furniture stores. However, cherry wood appears to be the new finish of choice among many retailers.

"Cherry is something we moved into when others seemed to shy away from it," said Patrick Henkel, director of merchandising for Best Products. "The customer has accepted it very well," he added.

Since beginning its annual mid-September furniture event, Best has had "tremendous success" with the Sauder cherry office collection, Heritage Hill. "One shopper came in and bought 20 cherry desks and chairs for her office. It's not your typical oak desk," Henkel said.

Other retailers agree that alternatives to oak, in some markets, are pleasing consumers. "Washed pine has been very strong, in areas from bedroom to office to entertainment," said one Midwestern furniture retailer that specializes in RTA. "The Scandinavian look from O'Sullivan is moving well, and I expect even more movement for the holidays.

Cherry pieces from Sauder are also doing well, he said, admitting that at first he didn't think the color finish would fly. "Cherry represents a nice percent of the the business," the retailer said.

Ameriwood has just introduced a cherry fine extension of its Glenmore kitchen/dining line. "The line, with its hunter green and cherry accent color, has been well-received so far," said Scott Kearney, director of marketing at Ameriwood, The manufacturer has introduced a cherry finish for its Prestige line of furniture for the bedroom, living room, den and study.

Some discounters seem most comfortable bringing in accent-color RTA product into the mix through kitchen furniture. Earlier this year, Northeastern regional Caldor prominently promoted a natural/hunter green table and chairs and a natural/wedgewood blue five-piece set in its weekly circulars.

Medium oak is the dominant RTA furniture finish in the country. Other types of finishes are beginning to appeal to specific regions, according to consumers surveyed about purchase for their homes.

FINISH              REGIONS
Medium oak          Throughout, especially Central
Cherry              Mid-Atlantic, New England, East South Central
Dark oak            South Atlantic
Light oak           East South Central
White               Mountain, Pacific
Multiple finishes   Mountain, Pacific
Black               Mid-Atlantic, Pacific
Light pine          New England
Source: Ameriwood