Lifestyles launches youth furniture at private show
By Jeff Linville -- Kids Today, 3/1/2006
High Point— Lifestyle Enterprise introduced youth furniture for the first time at a special three-day market here and will begin shipping the line this month.
Lifestyle paid transportation and lodging expenses for about 350 retail accounts to visit its Forbidden City showroom here in January.
It was a highly successful launch, said James Riddle, managing director. Many of the retailers committed to all six groups, while even more picked up most of the collections.
The six groups hit a variety of styles: Louis Philippe, lodge, cottage, contemporary with a Merlot finish and traditional with two pine groups. Each one was based on a popular master bedroom collection. At the three-day market, the Louis Philippe and Merlot groups sold best.
Rather than offer a heavy selection of SKUs, Lifestyle focused on pieces that usually sell best at retail, Riddle said. Those are a dresser/mirror, drawer chest, nightstand, computer desk/hutch and three beds: twin bed, bunk bed and bookcase headboard.
The company tried to hit the hottest promotional price points, but with solid wood instead of laminated particleboard, Riddle said.
Twin beds start at $199 with others at $249 to $299; bunk beds retail between $499 and $699; and the bookcase bed (the hottest seller at market) is $399.
Youth is an important part of the case goods business, Riddle said, making up 20% to 25% of the bedroom category. Some big chains like Rooms To Go have opened freestanding kids stores.
"It's a category that was a void for us," he said.
All of the pieces are sourced — some from Malaysia and some from China.
The new groups will be shown again at the High Point market in April.
Lifestyle's six new youth groups are based on current master bedroom collections.
