Realistic expectations, strategy innovation, line expansions define 2024 summer market

2024.08.09

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LAS VEGAS — Depending on the source, the consumer’s wait-and-see attitude toward home furnishings is attributed to many things this year, and the holding pattern on big spends continues to impact retail.

 

Consequently, many companies showing at Las Vegas Market had tempered outlooks on what the summer session would bring, offering products and marketing messages designed to strengthen the purchase proposition.

 

“Consumers expect a lot, and it takes a lot to impress them,” said David Crimmins, vice president of sales and product at Flexsteel. “At our price points, consumers are active, and we’re seeing positive momentum. We’ve seen as many majors (buyers) come through as we expect at the January market.”

 

Flexsteel highlighted the Perfect Match motion program during Las Vegas Market, showcasing five models available in two fabrics each with varying sizes, price points and features including manual and power. Crimmins said buyers responded to the simple messaging that accompanies 18 total SKUs, and Flexsteel will showcase Perfect Match in October as well.

 

“It’s simple for sales reps and consumers,” he said. “Retail price points are between $799 for the smallest recliner to $1,299 for the largest with all of the features.”

 

Violino featured nearly 100% new product for Las Vegas Market, including “motion that doesn’t look like motion” and “bite-size groups” designed for smaller home footprints, according to Taylor Helson, assistant merchandiser/marketing coordinator.

 

Carlos Bosch, president of Violino USA, said that rising prices outside of market are challenging in Las Vegas but added that the one-on-one time with buyers creates opportunities.

 

“Like most people, we have mixed emotions on the effectiveness of the Vegas market, and especially in the summertime,” Bosch said. “Expenses outside the show continue to rise at an almost unsustainable level as it relates to hotel stays, foods and any entertainment. Traffic was predictively down as it would be in most election years, and with business conditions being a little sluggish, it doesn’t have people in the mode of adding new goods.

 

“That being said, we had meaningful meetings with meaningful customers that should result in good opportunities leading to the last quarter of the year,” he continued. “The positive of a somewhat slow market in regard to foot traffic is the opportunity to spend more time with each customer and really drill down on their needs.”

 

The retailers’ needs include a mix of product and process, according to Bosch.

 

“I believe our job is to inspire our retailers and offer solutions that will help their business during difficult times,” he explained. “We want to give our retailers products that will evoke emotion at the retail level and help them grow their sales. We do that by being flexible to buy from, shipping on time, and shipping product that stays sold.”

 

The Lotus Bay collection was a hit at AICO, according to David Koehler, president. Koehler noted that the positive response to the product was good, adding that AICO is committed to helping its customers navigate current challenges.

 

“When the response to the new goods is strong, it is obviously positive,” he said. “However, the slowdown in consumer demand in the home space was reflected in the market attendance.

 

“We all are aware of the headwinds retailers and suppliers are facing in today’s macro-economic climate of high interest rates and continued inflation, leading to less homes changing hands,” Koehler continued. “We found the vast majority of customers who came into our showroom were looking for new styles that would excite their consumers, products that create some wow factor and make a compelling case to consumers in a challenging retail environment.”

 

Product variety was also top of mind at Kuka Home. Along with new features in the motion and stationary categories, Kuka focused on upscale design aesthetics that work for both.

 

“Kuka Home remains dedicated to enhancing our diverse product range across all categories while placing a greater strategic focus on our motion upholstery,” said President Matt Harrison. “Consumers are constantly looking for innovative designs and functional features, making motion upholstery increasingly attractive. Our innovative approach of incorporating motion functionality into sleek, stationary-looking frames differentiates us from competitors. We have also added function and technology to our stationary products.”

 

Rowe Furniture was showing for the second time at Las Vegas Market, and according to President Bobby Robinson, the company purposely created a “showstopper” in its main showroom window. The Dimitry sectional was featured in a distinctive striped fabric chosen to appeal to buyers from California to Utah while also serving as an introduction to the full line.

 

“Our company has changed a lot,” Robinson said. “We did a lot of research because it is important to know your market, and we’ve elevated our line. We doubled the amount of fabrics we offer, and we’ve become a higher-end company. We had to carve out a niche, and that translates into competing on style, selection and quality.”

 

Nine Design + Home’s debuted at Las Vegas Market, showcasing furniture and decor made in Detroit by Keith Bynum and Evan Thomas, hosts of HGTV’s Bargain Block.

 

Nine Design + Homes debuted at Las Vegas Market with a showroom filled with made-in-Detroit products designed by Keith Bynum and Evan Thomas, also known as the hosts of HGTV’s Bargain Block series.

 

Bynum said that while market started slow on Sunday, Monday brought more than 100 strong connections — including a major order placement with a 54-store grocery chain — and a notable buyer demographic.

 

“We notice that our buyers are young, excited and looking for new,” he said. “We actually also had a list of a couple of aspirational connections, and we got one of them. Our stuff is unconventional and different, but a younger audience means longevity, so we’re thrilled.”

 

Four Hands continued to build on the success of its Amber Lewis x Four Hands collection, launched last market and a sell-out in its first two days, as well as introducing a new bath category. In addition to the new product story, the Four Hands team is also evolving its design aesthetic, according to Harrison Case, associate product development of upholstery.

 

“We’re pushing our boundaries with color,” Case said. “We’re also moving into some heritage looks because traditional is coming back.

 

“With our bath launch, vanities, lighting and wallpaper are featured and damp-rated,” continued Case. “We have two finishes ready to ship now and will show more of the line in High Point.”

 

Furniture of America presented 80% new product for Las Vegas Market, according to Jodi Brookshire, corporate vice president of sales and marketing. FOA showcased coordinating home collections in new fabrics and finishes designed to offer consumers an alternative to higher priced looks, a quality-value equation according to Brookshire.

 

“We have FOA exclusives that are on the water now,” Brookshire said. “Our goal is to be on the front end of trends moving forward, and our go-to-market strategy is to bring in a whole new line that includes promotional as well as a good/better/best story. We offer value, but we don’t sacrifice quality.”

 

Starring stripes

 

Seen on fashion runways everywhere, stripes are trending in home furnishings as well in 2024. Numerous Las Vegas Market showrooms highlighted stripes in an assortment of colors and textures, underscoring the adaptability of the legacy pattern reinterpreted for today.

 

Rowe Furniture used a dramatic stripe upholstery cover to attract attention on the Dimitry modular sectional.

 

Homelegance showed stripes on the Chatham chair, retail $299.

 

Revolution’s nod to stripes in the Nest swivel chair showcases a textural interpretation