Furniture companies find success by designing with kids in mind
Looking at youth furniture, it's easy to assume that many collections are simply extensions of adult groups.
By Gerri Hunt -- Kids Today, 5/1/2009 12:00:00 AM
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| The Gummy Bear chair, from Yam & Toast is orange, yellow and green, and made of MDF, $85, (866) 225-7878. |
Looking at youth furniture, it's easy to assume that many collections are simply extensions of adult groups. But for at least three companies, it's not just a matter of making a twin bed from a queen design or changing a finish so an adult dresser can be considered juvenile. They are targeting the youth market from the start — and their efforts are paying off.
"Our youth business is very good and continues to grow," said Anne Russell, vice president merchandising for Powell. "Our other business is pretty much flat, so youth is the most focused group we work on and we fill in with accents throughout the year."
Powell has several traditional lines, including Lindsay, a cottage style in white for girls. And Hayden, with a chocolate oak finish, is a transitional group that can easily be at home in a boy's room or in a guest bedroom.
But the company likes taking a more novel approach for many of its collections.
"We have themed youth groups that focus on trends around kids' activities like skateboarding," Russell said. "(The ideas) come from the demands of retailers, and some of our reps are our eyes, coming back and telling us what retailers say."
Rock & Roll is a five-piece set with an on-the-road rock band theme that ties in with Wii's Guitar Hero video game; and the six-piece Cliff Hanger features climbing apparatus.
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| The Patrick desk hutch and Little Cay desk from Russell & Mackenna is made of solid maple. Shown here in Mojito with Wild Salmon star finial, $3,700, (866) 366-3505. |
The most innovative new collection is its fourth through a license with Little MissMatched, and started out with the idea of a collage. The 16-piece Artsy Craftsy group features natural cork surfaces, glass-covered display cabinets and compartments, and photo frames throughout. It has a natural finish and accents of apple green. Interior drawers and cabinets are finished in dynamic blue.
Other groups coming out of the Powell studio include Devon, a four-piece promotional metal bedroom; and May and Jake, cottage/country groups that include twin and full captain's beds and bunks.
For Legacy Kids, youth has fared better than most case goods, according to Karen Knoch, vice president of merchandising. With 12 collections, youth represents about 25% of Legacy's business. And while Legacy Classic has a successful adult line, youth is "absolutely not" a spin off of those collections.
"Youth groups, in our opinion, have characteristics such as softer edges, lighter scaling, less cumbersome hardware, etc., that make them unique from adult groups," Knoch said.
A lot of emphasis right now is on Legacy Kids' nursery program, she said, launched at last month's High Point Market, but the company continues to extend its youth offerings at every market.
Unlike Legacy and Powell, the smaller and modern Argington produces only juvenile furniture — split about 50/50 between infant and youth.
"In general, business has been positive and growth steady," said Jenny Argie, founder.
Argington designs sustainable furniture that accommodates each phase of a child's development, from infants to pre-teens. The company takes a totally different approach to furniture, trying to keep outside influence at bay.
"We don't really focus on staying 'one-up' on the other manufacturers — we are not quite that type of company," Argie said. "We operate more like designers and engineers injecting our ideas of what should be in the marketplace. In terms of function, we make sure that our products are comparable to those of our competitors; however when it comes to design, this is our opportunity to set ourselves apart."
Argington's youth line includes the low-profile Petra toddler bed; the Ayres twin bed with optional guard rails and trundle; and the Uffizi bunk bed with a semi-enclosed lower bed and window-like openings, as well as coordinating pieces. A new line will launch in September at the ABC Expo.
As this dismal year for the economy rolls on, all three companies say they are looking ahead and working to survive and thrive in the difficult conditions.
"The environment of our business has slightly changed directions," Argie said. "We are able to form closer relationships with our current retailers and enhance our customer service to them. We have partnered with retailers that have multiple locations, which gives us increased exposure."
She pointed out that consumers are looking for more value for their dollar, and recommended that retailers "concentrate on selling a product that has more than one life and is good for the child and environment."
Powell has offered retailers specials on youth, and Russell advises them to stay positive and be aware that Internet sales keep growing.
"And come to market to see what's new," she added.
At Legacy Kids, Knoch's fingers are crossed that things are on an upturn.
"We're hoping that the latter part of the year will be better as the economy improves, but no one really knows how long this will take," she said. "We hear that there are some bright spots around the country where the economy is not as bad."
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The modern Little Ones Table and Chairs set from P'kolino has "popsicle-stick" feet and is made of fiberboard with bass wood veneer, $129, (888) 403-8992.
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The platform youth twin storage bed from Badger Basket Co. has built-in storage underneath on both sides and at the foot. Made of pine, pine composites and plywood, $200, (800) 236-1310.
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This whimsical bedside table is part of the Tea by the Brook Collection from Janis Maffei-Byrne Design, $350, (973) 818-9793.
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The Caterpillar Activity Bench from Greenplay by Skyline Design has a recycled plastic top and a base constructed from urea formaldehyde-free MDF with FSC-certified birch veneer and low-VOC emission finishes. Eyes are optional and smaller sizes are available, $1,658, (773) 278-4660.
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Stella Stackable Storage Cubes from Q Collection Junior have cut-out handles to make carrying easy. They are non-toxic, and handmade of 100% recycled wood and MDF, $315, (212) 529-1400.
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This NFL Loft Bed is from Canyon Furniture, $600, (619) 662-3913.
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This Louis Phillipe-style cherry finish bedroom group from Bernards is made of cherry veneers and Asian hardwoods. The entire group ships in one box, $699 to $799, (336) 861-7400.
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Capt'n Will's Pirate Collection from Olivia & Will is available in chocolate, deep cherry or navy blue, $1,899, (949) 547-5288.
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The Move Stool from Varier USA is perfect at a computer desk. It has a rounded base and rubber sole that lets the body move fully through 360 degrees, which helps posture, $435, (781) 444-7745.
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Angel Song's handmade Angelica Empire child's chair combines toile and stripes. The seat is a loose zippered cushion. Chair, $456; toybox storage ottoman, $174, (866) 502-7582.
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The Utica Dorm Loft combines storage, a desk, a bed and Berg's signature staircase, (856) 310-0511.
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The New Market Maple slat bed from Brown Street Furniture is made of solid maple timber with cottage transitional styling. Many special order options available, shown in blueberry, $739, (603) 837-2547.
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The design of Guidecraft's Papagayo table and chairs set is based on a Lambs & Ivy bedding collection. It has turned hardwood legs and posts in an espresso finish, hand-carving and hand-painted details, $190, (210) 894-6526.
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The cocoa Mission Captain's Bed is part of the Canyon Lake Collection from Furniture Basics. It is birch and birch veneer with four drawers and storage. Comes with one storage unit and another can be purchased, $599, (609) 468-7216.
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The Copenhagen three-drawer dresser with hutch from A.P. Industries is available in 35 finishes, (800) 463-0145.
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This hand-painted Sailboat table and chairs set from Green Frog Art features sailboats on the chair backs and on the top of the table, $420, (800) 833-5024.
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The contemporary Attitudes youth bedroom collection from Broyhill has storage and small proportions. It has a gender-neutral light ash finish and polished nickel hardware, $1,299 for the twin/full bunk bed and drawer chest, (828) 758-3111.
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The Newport Beach bunk bed from Legacy Classic is made from hardwood solids and select veneers. Available in a brown cherry or white finish, $799, (336) 449-4600.
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Trendwood's Sedona Bronco loft bed, shown in cocoa, is solid built to order of solid wood and delivered within four weeks, $799, (602) 416-7800.
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Donco Trading Co.'s Stairway Bunk System is solid pine with a built-in chest. Available in espresso or honey finish, $699, (800) 934-3881.
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New Classic's Hailey Country Group has a dry-brushed oak finish. Bed options are twin/twin bunk, bookcase bed, poster bed and captain's bed. Other youth pieces include a dresser, chest and desk/hutch combo, (909) 484-7676.
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Powell's Rock & Roll Group features an on-the-road band design, steel case construction, custom speaker drawer, and the textured matte black finish looks like faux leather. Pieces are sold separately or as a five-piece collection for $2,049, (800) 622-1408.
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The Chesapeake twin bed from Trade Winds comes with or without a footboard. Five finishes available, $950, (877) 284-4880.
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The twin-over-double Cottage bunk bed from Young America by Stanley features lightly distressed beadboard construction, and comes in 20 color options. Bed, $2,184; Captain's Storage Unit, $924, (276) 627-2540.
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The Twin Arch captain's bed is part of the solid Baltic birch youth group from Tradewins, available in natural or chestnut, (425) 482-9321.
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The Nerva Teen Collection from Romina is shown here in a Bruno Rosso finish, $5,000, (718) 478-5100.
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Newport Cottages' Ricki twin bed with upholstered panels has hardwood construction. Shown here in mushroom, with Maddie Boo COM fabric on the removable panels, $1,290, (951) 549-0590.
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The Tryp swivel glider recliner from Best Chairs has a hidden inside handle that reclines it to a full layout position. Hundreds of fabric options plus a choice of cording, $677 as shown, (812) 367-8453.
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The Sparrow twin bed from Oeuf is a modern take on a sleigh bed, $860, (866) 967-6383.
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Argington's Uffizi Bunk Bed is made from sustainable hardwood and birch ply and is non-toxic and low VOC. The bunk bed can convert to a loft bed with desk underneath, and the lower bunk can be moved. Several finishes available, $1,850, (718) 218-8508.
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KidKraft's wooden Euro table and four-chair set features a honey finish on the table and one chair, while the other chairs are blue, green and red, (800) 933-0771.
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The Duet Bunk Bed from Nurseryworks is made of catalpa hardwood in dark and light finishes, plus white low-VOC lacquer. It comes with three under-bed drawers or trundle with custom mattress. A drawer conversion kit is available for the top bunk if using beds unstacked, $3,400, (888) 508-9540.
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The Modular Table Set, part of the Possibility Series from Way Basics, is made from zBoard (recycled paper). Comes in nine colors, $135, (949) 892-5279.
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Tea Pods from Iglooplay are moveable, flippable foam furniture. Custom-made to order, they can be ultra suede with a plush nap, or PVC-free vinyl. Several colors available, $565 to $1,115; optional tray, $190 to $245, (718) 622-0047.
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The Cub 2.0 Toddler Bed from Netto comes in a walnut-stained ash finish. It has safety rails and fits all standard-size crib mattresses, $595, (212) 343-1545.
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The BB2 Twin Bed from NotNeutral can takes a child from 2 years to when they leave the nest, $960, (323) 785-1888.
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