Storage, versatility key

In 2006, about 5.3 million U.S. households spent roughly $5 billion buying furniture for youth bedrooms and other adult bedrooms, according a survey conducted last year by the New York-based TNS for Kids Today and its sister publication, Furniture/Today. Although the survey did not differentiate between pieces bought for kids’ rooms versus other rooms, more than two-fifths had children under the age of 6 at home, and another 16% had children between 6 and 18. With those figures, it’s easy to glean that a large number of people were making purchases to outfit a child’s room.

So what are they buying?

Manufacturers from across a range of youth categories said that storage, customization options and versatility are key to consumers, both parents and kids. The top-selling groups from many suppliers meet at least one, if not all, of those criteria.

Curtis Wenke, product manager for Stanley Furniture’s Young America division, said the company’s best-selling group is myHaven, a cottage group that is offered in 20 colors, including vibrant painted colors, core colors and wood tones. Wenke said many customers are choosing to mix and match, creating their own look. “We’re seeing the personalization and customization trend,” he said. “(It gives you) the opportunity to differentiate yourself.”

Anne Russell, vice president of merchandising for importer The Powell Co., echoed that sentiment. Its Little Miss Matched collection, just introduced at the fall High Point market, is already its best-selling girl’s group. The collection is composed of two lines – Sketchorama, a wood group covered with dry-erase surface, allowing girls to draw and write right on the furniture; and Switcharoo, a metal group with interchangeable colored and patterned panels. Russell said the group’s versatility was a big factor in its success, plus it allows “girls to change and grow with the product as they grow. In part because of the reception, Powell plans to debut a similar product for boys at High Point next month.

At Broyhill Home Furnishings, keeping up with different styles and tastes means offering a breadth of product, said Linda Moretz, merchandise manager of youth furniture. “We are seeing many new programs with several color choices that allow kids and teens to customize their rooms with their color of choice, no matter what their style preference,” she said. “We have introduced collections that fit into a range of lifestyle choices such as rustic, country, transitional, sophisticated casual and contemporary, all available in finish choices. We feel that style categories shouldn’t be limited to only one finish.”

Along with customization, multipurpose pieces and storage options drive sales in the youth business. Laura Lind, owner of Fun Furnishings, which makes foam furniture and accessories for toddlers through teen, said flexibility is a huge selling point for her products. The top seller is the teen chair, a sectional that can be used as a chair, but also folds out for lounging or sleeping. The floor pillows can be stacked to create a stool or a unique nightstand, Lind said. Both are offered in myriad solid colors and patterns.

Wenke said Young America’s Hampton Pointe series, introduced last year, was designed to offer a plethora of storage compartments, particularly for media components. The Built-to-Grow wall system offers bookshelves, a hutch and shelves that can be arranged to house a flat-screen TV, game system and more. And the company has also added an entertainment center to house a TV and other electronic items.

Moretz noted that Broyhill is also designing groups with function and storage in mind. “Teens want to have a place to hang out with their friends and need space to store their game equipment and other computer needs,” she said. “…You’ll see several of our new collection include storage areas for laptops, wire management for iPod charging, and media units that are designed specifically for flat-screen TVs.”

As has been the case for the last couple of years, dark finishes in contemporary styles, particularly those targeted to tweens and teen, continue to command attention. Lind noted that her best-selling colors for the teen and college market are brown, navy, black and red. Wenke said that Young America has noticed the trend and accordingly offer Hampton Pointe and GenAmerica, another fairly recent introduction, in finishes such as dark merlot. “It’s just where the marketplace is going.”

And although sales of full beds for youth are on the rise, manufacturers said twin remains their best-selling size. Monica Hill, brand manager for mattress maker Simmons Kids, said the company has seen an increase in demand for different sizes, including twin XL, a longer version of the standard twin mattress. She also noted that the company’s two youth lines, Slumber Time and Beautyrest Beginnings, are available in either a standard height or “RiteHeight,” a lower profile version designed to fit bunk beds and trundles better. “Parents are starting to value the quality of a good night’s sleep,” she said.

In addition to increase demand on more sizes, Hill she has seen that people are more interested in eco-friendly products. The company recently introduced a Natural Care Latex Baby mattress. “We are trying to make products that meet our customers’ needs,” she said.

The Madeline’s World eight-door chesser and mirror, by Forever Young Youth Furnishings by Opus Designs, is highlighted by subtle pink and green hand-painted accents against an eggshell finish. Mirror base and top, $199; chesser, $795; (276) 632-2133.

The cottage Little Cay desk from Russell & Mackenna is offered in 36 vivid colors, including Grasshopper, $1,900, (301) 725-6172.

Bolton Furniture’s Sleep Study Storage loft is now offered in a honey finish in addition to natural and white and a cherry stain, (802) 888-7974.

The Cottage headboard from Trade Winds features cut-outs between the slats and is offered in several finishes that have a casual distressed treatment, $420, (877) 284-4880.

Delta Children’s Products’ Cars gaming chair offers plugs for MP3 players, iPods and gaming systems, plus it folds down for compact storage, $109.88, (212)736-7000.

Young America’s GenAmerica courts the tween/teen set with a low platform bed, shown here in dark merlot, and matching case pieces with brushed nickel trim and pulls, (276) 627-2000.

Newport Cottages’ low-profile platform bed is flanked by a pair of Andies cabinets, all shown in stormy blue, (951) 549-0590.

Tea parties take an elegant turn with Green Frog Art’s Versailles table and chair set.

Argington’s modern Uffizi bunk hits a high style note with a vibrant orange and crisp white finish, $1,850, (718) 218-8508.

The Summer Breeze daybed from Legacy Classic Kids is shown in Casual Spring Green and is a look that can work in second bedrooms as well as beach homes, $499, (336) 449-4600.

The Slumber Time mattress from Simmons Bedding Co. is made with a durable coil unit that features a cover specially designed to help repel wetness and reduce indoor allergens on the mattress surface. Available in firm, plush and pillow top, $329 for twin set, (770) 512-7700.

Khoury’s Echo Lake collection is made of aspen and is certified by SmartWood by the Forest Stewardship Council, (906) 779-7159.