'Total home' takes center stage at High Point - 1996 International Home Furnishings Market, High Point, NC

Discount Store News, Nov 4, 1996

HIGH POINT, N.C. -- Sleeker styling, improved quality and updated finishes and hardware were not exclusive to the high-end looks seen at this year's International Home Furnishings Market.

In fact, new features like solid oak doors, decorative draws pulls and facial moldings are becoming an integral part of many ready-to-assemble furniture pieces at the show.

Discounters have reacted well to these changes and are expanding selections and price points as they look toward creating total home environments. Ready-to-assemble furniture has become an integral part of this presentation and is becoming a focal point around which to team other decorative categories like frames, lighting and accessories.

The trend toward more casual lifestyles has also impacted they key categories--home entertainment, home office and home storage. More contoured designs, softer lines and lighter finishes like maple and ash were prevalent around the showrooms of leading manufacturers like Sauder, Bush, O'Sullivan, Powell, Armstrong and Ameriwood, which all have a significant presence both in discount stores as well as office superstores.

The Contours Collection from Bush Industries combines soft curving lines and innovative features in its Telescoping Desk and Home Entertainment Center. Bush has also created the Milano Collection exclusively for office Depot that features a Euro Beech and Jade Green finish and is on wheels.

Other products seen in the showrooms included:

* The Scandinavian Collection, a 15-sku line of electronic and home office furniture by O'Sullivan finished in a combination of Norwegian alder and ebony laminates;

* Sauder's new patented Slide-On Moldings, Twist-Lock Fasteners and improved Drawer Assembly, which make assembly easier;

* A Back-to-Basics line of polished chrome bathroom spacesavers by Rosalco.

These new looks have gotten the attention of key accounts. Kmart, for example, intends to widen its RTA selection to include items like TV stands and bunk beds and pieces in mahogany. The chain is also considering exploring accent furniture. Kmart has already implemented a new display approach in 800 stores that positions its selection on platforms that are 36 in. high and 8 ft. long with space for inventory underneath.

Other categories being explored by discounters are kitchen and bedroom furniture. Each is difficult to merchandise due to space limitations, yet Kmart has been doing more with dining and Venture plans to merchandise a four-piece, six color decal juvenile bedroom set by Armstrong Furniture.

Another effective way to present these space-demanding categories is through advertising. Bradlees, strong in dining sets, used its latest circular to showcase a three-piece white laminated bedroom set by Sauder for $99.88, as well as an oak finished wardrobe and several entertainment centers.

The entertainment centers are growing in popularity among mass merchants as larger-screen TVs are finding a home at many of today's discount store shoppers.

"As 35-in. televisions are becoming more mainstream and more affordable, electronic furniture is being sought after by discount store shoppers more than ever before," said Tom Riegel, vice president, strategic operations at O'Sullivan Industries.

Other opportunities for discount retailers exist in new furniture categories. Simmons debuted its EOS RTA mattress and bed system, a vacuum-packaged "bed in a box" that consumers can assemble themselves.