Living Room Shoppers Keep it Simple with Selections

BY Courtney Huckabay

Cindy W. Hodnett reports that tried-​and-​true ingredients for a retail success recipe are front and center in upholstery showrooms at summer market, with manufacturers introducing new variations on consumer favorites.

"Sectionals continue to be a focus for several companies, along with chairs that allow movement and coordinated collections that keep the buying process simple," Hodnett writes in Furniture Today.

Our focus this market is on room packages,” said Kerry Lebensburger, president of sales for Ashley Furniture. “Historically, one of our strong points is that we can offer coordinated rooms with matching tables and wall home entertainment, and we felt that it was time to come back to one of our strengths.”
"For market, Ashley is introducing wood-​trimmed upholstery in each of the company’s four lifestyle collections. Lebensburger said many consumers want it to be “easy and simple” when making a furniture purchase."

Furniture stores can emphasize simple living room setups to shoppers. The new AudienceSCAN survey revealed 17.5% of Americans plan to purchase living room furniture in the next 12 months.

"The MT Company will debut a new swivel gallery in Las Vegas, a nod to the popularity of chairs that allow consumers to move freely. “Bigger, deeper sectionals are a big part of our growth, along with swivels,” George Jordan, president, said. At market, we’re offering more wood trim based sofas and sectionals, along with weltless options like tight seams or saddle stitching. We’ll also have performance fabrics with great textures and styles with upholstered bases and no skirts, especially for swivels.”

"Consumer preference for less formal interior surroundings continues to have an impact on product development, and several manufacturers are putting an emphasis on casual silhouettes for market. Others are highlighting introductions that offer design flexibility for interiors of all sizes large and small, whether suburban single-​family homes or city lofts."

Definitely focus on these hot and trendy swivel chair offerings in ad campaigns! The new AudienceSCAN study found 44% of Living Room Furniture Shoppers took action after watching TV commercials in the past month.

"Michael Amini, CEO at AICO, said that his company is "repositioning our supply chain and adding additional product lines with very unique designs that will attract new market and particularly Millennials living in small to medium size spaces.”

The new AudienceSCAN study says 40% of Living Room Furniture Shoppers live in cities and urban settings.

"Rodd Rafieha, senior vice president at Abbyson Living, said Millennials are the “growing demographic and they are willing to take more risks in terms of color and style with home furnishing products.” He added that Millennials embrace functionality and technology, prompting Abbyson Living to incorporate those aspects into its products."

Klaussner Home Furnishings Vice President Len Burke said, “Technology and function are the biggest consumer influences driving our product development right now." Klaussner invests in “top-​quality photograph and video content” to provide retailers with the digital content needed for website and television media. Klaussner is also expanding its marketing materials across all of the company’s product line, including the Trisha Yearwood licensed brand."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.