High Point market focuses on imports, teens

By Jane Kitchen -- Kids Today, 5/1/2005 12:00:00 AM

After several markets filled with new players on the youth scene, there was a lull in newcomers at last month's furniture market here, while existing youth manufacturers focused on rounding out their offerings and differentiating themselves, often with hip, contemporary styling.

At the same time, the rise in players offering all-import youth programs in recent years has brought some changes, raising questions about the number of SKUs needed for youth groups.

Phil Miller, vice president of Vignettes, said he is doing much more with tighter groups than in the past because of the logistics of shipping direct containers. Still, said Miller, of his two bestsellers, one is a short-SKUd group and one is more traditional, with more SKUs.

"As you move up in price point, the consumer is looking for more add-on pieces," Miller said. "For value pieces, the consumer is fine with select pieces."

Lea Inds. filled a void at its starting price points using a similar philosophy. The company debuted three new groups from Vietnam — a boys' group, a girls' group and a gender-neutral cottage group — all short-SKUd with sharp price points. "It gives retailers something they can promote," said Earl Wang, vice president of marketing.

The increase in youth importers has also given U.S. manufacturers some room to differentiate themselves.

Vaughan promoted its youth business this market, with several introductions and a new 8,000-square-foot showroom dedicated exclusively to youth. President Bill Vaughan chose to shine the spotlight on youth to emphasize the fact that his line is domestically made and features a wide range of SKUs.

In styling, teens ruled this market.

While locker-front drawers and urban metal looks have been popular at past markets, this market saw more wood groups take on a hip look. Looks that work well for older kids have always been popular, but manufacturers have tended to play it safe in the past, with broad-reaching second-bedroom styles in wood groups.

This market saw more vendors marrying hip, contemporary styles with retro elements for looks designed to appeal to the teenager herself, who is increasingly interested in room décor.

"There is no doubt that tweens and teens have an ever-expanding amount of influence when it comes to what goes into their rooms," said Danny Olivas, marketing manager for Zocalo.

The company debuted a bold new line, Z Generation, aimed specifically at teens. The seven-group line took a hint from teen fashion, incorporating multi-media elements such as rubber inlays and rattan swirls into some designs for looks that move easily from extreme sports to techie and contemporary to bohemian.

But the Z Generation groups not only employ bold teen styling, they also incorporate details that speak directly to teens' lifestyles, such as media cabinets with hidden CD storage and pull-out shelves for speakers, or a vanity that unfolds to reveal multiple storage spaces for jewelry and hair ties.

"A lot of people are putting a lot of attention (on teen furniture). The market is shifting there," said Lea's Wang. "There's so much white cottage and cutesy little girl stuff, and kids outgrow it so quickly. The teen market hasn't been exploited — it's fresher ground."

Lea rolled out Varsity and Honor Roll this market. The two contemporary groups are aimed at teens, with the darker finish Honor Roll bed with metal accents proving to be a hit at market.

Across the board, darker finishes proved popular in youth, giving collections a more sophisticated look and working equally well for teen girls and guys.

Good Cos. launched two teen groups this market, Tres Chic in an espresso finish and Sophisticate in a lighter desert finish, and President Sarah Garcia said the darker finish was the clear winner.

University Loft Co. expanded on its line of modular loft beds — always popular with teens — and added a dark Merlot finish and new upholstered chairs and ottomans that fit underneath — perfect for the teen lifestyle of socializing, watching television or playing video games.

Somewhat ahead of the trend, Young America launched its Teen Bungalow group in October.

"We're going to really watch retail with the teen group to determine if there is really an avenue there to go down, with three to four introductions targeted toward teenagers," said Vice President Glenn Prillaman.

The Royal Garden Collection is new from Company C and features hand-stitched scrolls and flowers along with classic paisley patterns on 100% cotton 250-thread-count sheets. Hand-printed and embroidered butterfly accent pillows complete the look. A twin quilt retails for $330 and twin sheet set for $90; the butterfly pillows, available in chocolate or French vanilla, retail for $42.

The Aurora collection is new from Good Cos. and features a Victorian look with a pearlessence finish and carved floral motifs. Retail price for the poster bed is $499.

These images, new from Art Classics Ltd., feature childlike drawings and Italian phrases in both girl and boy designs. Available in 16-by-16, 24-by-24 and 36-by-36-inch sizes.

This vanity is an extension of Sauder's popular Harbor View line. Finished in antique white, it retails for $299 with the mirror.

This sleigh bed, part of the new Ma Marie French-inspired collection from Young America, features graceful curves and a warm, antique natural cherry finish. The collection also includes the night stand and double dresser, both in antique white with natural cherry tops, as well as the vertical mirror.

Lea's new Elation collection is a fresh girls group in white, shown here in a full-size poster bed. This clean-lined lifestyle group translates well through the teen years.

These patterned curtain panels, shown here in Bubble B, are made of soft, sheer Indian cotton and are new from Cultural Intrigue. Sized at 44 inches by 88 inches to fit most windows, they can also be used in doorways, as room dividers and for other decorative applications, and are available in many new patterns. Retail price is around $25.99 per panel.

Vaughan launched a new boys nautical-inspired collection, Port Charles, shown here in nutmeg and also available in Lighthouse Red and Old Port Blue finishes.

Riverside debuted this new daybed, shown here in yellow and available in eight colors. The retail price point is $699.

The Metropolitan View collection is new from Hooker's SmartKids line and features tempered glass and birch solids.

Legacy Classic Kids' new Innovations collection is a unisex teen group with a contemporary feel. Shown here is a twin bed with upholstered headboard and a retail price point of $399.

Vignettes' new Clipper's Cove collection, produced in Asia, includes the Explorer's Bed with tent and slide. The bed retails for $599 and the tent is an add-on piece for $150 retail.

This Ladybug red finish is new from A.P. Inds. as part of its Mary-Kate and Ashley Olsen licensed line of teen furniture.

Zocalo offered a rugged look for teen boys. The Fuze Box chest features cast aluminum drawer pulls and feet, rubber inset panels and an open-storage compartment.

This new three-in-one loft bed from Camas Lamas has a hip, contemporary look in metal and wood.

LC Creations debuted its new Play Ball collection of accent pieces under license from Save the Children.

The Roses four-poster bed is new from Petit Provencal and features hand-painted roses and carving motifs. The solid oak bed retails for $1,400 and the nightstand is $590. The bedding is new from California Kids.

Newport Cottages showed its new Westport crib in Mudpie finish and with a $1,200 retail. Bedding is by Serena & Lily.

University Loft showed a new twist on the Matrix, now available in green denim and floral and with coordinating accent pieces. Retail price point is $999.

The solid aspen Madison collection is new from Khoury and shown in Shaker Maple finish. The twin sleighbed retails for around $459, and the captain's chest is available with a retail price between $600 and $650.

This armoire, new from Vintage Kids and shown in Cotton Candy with Raspberry Ice finish inside, features real crystal knobs and an interior chandelier, and retails between $3,999 and $5,500.

Bedtime's new Eagle Harbor boys group is available in a natural cherry finish and shown here with a captain's bed with bookcase headboard. Retail price is $899.

The Milan bunk bed is new from the Kathy Ireland by Standard line, and marks a first foray into bunks for the company. Shown here in a Merlot finish, the bunk retails for $399.

Lampwear debuted a new collection in hot pink and green. Shown here are large lamps with a retail price of $200, a wastebasket for $80, tissue box for $60 and small lamp shades for $45. All are available with different monogramming or name options and styles.

Schieder introduced its new bunk beds with tents and/or slides and sharp retail price points between $149 and $199.

The Bubbles collection from Davenport Home Furnishings has an ocean theme with whimsical mermaids. The striped comforter retails between $320 and $345.

The Pink Love collection is new from CYM and includes this metal bed with a retail price of $499 in full.

This bed from Oak Designs puts a new spin on the captain's bed with bookcase headboard.

Pam Kline Kids showed several fabrics with popular tween themes such as flip flops, swirls and shopping spree. Pillows retail for $50, and the fabric is available for coordinating projects.

Designer's Secret showed its new blanket rack, shown with a Comfitech blanket.

New exhibitor American Kids showed its line of American-made upholstered kid-sized chairs available in different styles. Shown here in hot microsuede colors, the chairs retail for $599 each.

The Culprit showed its new vanity set, which includes a vanity, stool, mirror and reversible pillow, in pastel purple.

The Clubhouse from Berg is a combination loft, desk and storage unit and shown in natural two-tone. Retail price point is $1,500.

Art for Kids showed its vintage changer in yellow with hand-painted bunny motifs and white molding detail on the drawers.

The Garden Bunny Tea Party table and chair set from Martinek in hand-carved solid wood features bunny and flower motifs and is available in White Chic and Pink Chic with a retail price point of $595.

Bauer's Global Kids Hunt Club chair is constructed of hand-woven rattan with mahogany legs, and includes a high-density foam cushion with vinyl cover. Retail price is around $380.

Palliser's Fusion collection features a chocolate finish, popular in teen collections for a contemporary look.

The Pirate bedroom group is new from O'Sullivan and includes the headboard with step insert, storage box and nightstand. Made with high graphics on MDF, the retail price is $269 to $299.

Creative Images showed its new line of Sweet Beginnings licensed artwork, designed to coordinate with the hand-painted furniture line. This circus image retails for $360.

Room Magic showed its new Paris Poodles bedding collection, shown here with coordinating lamp and featuring whimsical poodles in various French scenes, perfect for tween girls.

Vaughan-Bassett put a new twist on an old favorite with the release of Ribbons and Bows II. The collection, which had been out of production, was brought back and is now being made in Brazil. Price points range from $499 for a sleigh bed to $599 for a full-size poster bed.