SLF introduces five collections
By Tanya K. Merritte -- Kids Today, 11/1/2005
High Point— Newly restructured SLF, formerly Samuel Lawrence Furniture, relaunched its youth category with five new groups during October's High Point furniture market.
SLF first got into youth at the April 2004 market with three groups. This past April, the importer showed one cottage group that it has since dropped.
Joe Keveryn, vice president and general manager of SLF Select/Youth, said that group's design and price points just weren't a good fit. Also, "no one is going to pick up a vendor for one group," he said.
The five new collections cover a mix of popular juvenile styles. SLF is showing two cottage groups — Seabrook, with a white finish, and Seascape in pine. LeRoux is a Louis Philippe group in a cherry finish. Rebecca is a traditional white girls' group with detailed carvings on the bed and the case pieces. The group also includes a vanity chair with padded microsuede seat and back that retails for $99.
Sundance is a traditional boys' group that originally was only available in an oak finish. But Keveryn said that after doing some research, he realized dark colors are becoming more popular in kids designs, so he added a black finish that gives the group a more contemporary and unisex look.
Each group has about 25 pieces, including twin and full beds. Retail price points are approximately $299 for twin beds, $599 for bunks, $299 for dressers and $229 for chests. Retail prices are a bit higher for the Rebecca group because of the carving and other details, with a twin bed starting at $499.
Most of the groups can last a child into his or her college years, which Keveryn said was key.
"We didn't want to go too 'kiddie'," he said. "We don't want them to be embarrassed when they get older."
Keveryn added that the groups have many of the same production features as SLF's master collections, such as wood bed rails, beveled mirrors, wood-on-wood glides and chest and drawer backs that are screwed in, not stapled.
"There's absolutely nothing we do in master bedroom that we don't do here," he said.
The groups are produced in China and are scheduled to begin shipping in January.
Keveryn said SLF plans to add another two or three collections next April.
The Sundance twin bed is shown with a bookcase headboard and footboard. The group is also offered in an oak finish.
