HIGH POINT — Upholstery manufacturers are thinking about numerous issues that will impact their business strategies for 2025 and beyond, inside the factory and outside of their control.
Nearly unanimously, industry executives expect the coming year to be an improvement over 2024, and many said they’ve used the past few months to plan for growth and expanded market share.
“We’ve been successful in expanding our customer base over the past three markets, and we’ve secured large retail accounts that will impact our business,” said Sean O’Connor, president of Universal Furniture. “We’ve worked diligently to fill any holes in our product line-up, and we’re placing an emphasis on the upholstery business, a thorough product line up and emphasis on the upholstery business.
“Universal is known as a great bedroom, dining and accents resource and strategic to our growth is our expansion into the outdoor space and becoming more of a source for motion and stationary upholstery made in fabric and leather, both domestically and internationally,” he continued. “That’s where our new vice president of upholstery, Rick Lovegrove, comes in.”
O’Connor added that direct-container business, which has been on hold as Universal transitioned to manufacturing in Vietnam, is back as an option for customers. He noted that Universal has the ability to mix almost the entirety of the case goods, upholstery and motion assortment via direct container.
At Hooker Furnishings, Caroline Hipple, chief creative officer, said that a strategic merchandising direction is top of mind.
“In 2025, and beyond, we will continue to leverage the combined strengths of our Legacy brands and present them across a variety of consumer lifestyles within our new ‘Collected Living by HF’ merchandising direction,” Hipple said. “Making its debut at the October 2024 High Point Market, this new strategic evolution positions our company as a more integrated whole-home and consumer-centric resource with an elevated aesthetic and a more experiential presentation.
“Combining products from our Bradington-Young, Hooker Furniture, HF Custom, M, Sunset West and BOBO Intriguing Objects brands, the new approach was designed to drive creative excellence through all functional areas of each of our business units, from products to marketing to service and delivery.”
Technology continues to be one of the key factors shaping business at Skyline Furniture Manufacturing. President Meganne Wecker said the company will continue to build on its technology investment as a trade growth strategy.
“Last year, we made significant investments in creating a website and trade portal that showcases our extensive options and custom offerings for designers,” Wecker said. “This year, we’ve continued to build on that investment.
“At market, designers will see new and exclusive fabrics and silhouettes. We understand how crucial exclusivity is to the trade, and our supply chain allows for endless customization,” she continued.
“We are really excited about the opportunity to expand the business and make new partnerships. In the coming months, we will continue to invest in the trade offering and hope to develop additional programs that give designers the tools they need to bring their visions to life.”
Michael Hsieh, CEO at Lifestyle Enterprise, said that inventory levels are a key consideration for the upholstery category.
“Lifestyle has made a couple of major investments that will set the stage for growth in 2025,” Hsieh said. “First is our new warehouse building in Malaysia where we will be stocking an inventory of finished goods. This program will allow retailers who are concerned with inventory levels to buy the values from Lifestyle but not have to commit to a container program. We have committed to maintaining an inventory of Total Home products (motion, stationary, chairs, occasion products, dining, and bedroom) that will be completely mixable and ship in two weeks.
“Additionally, we have invested in a new office in Vietnam where we will have a team of employees to manage our factory relationships, oversee quality control, conduct testing and support our customers with a staff of full-time employees with feet on the ground.”
Craftmaster is focusing on several “big things” that will shape its upholstery offering in 2025, according to Alex Reeves, president.
“For Craftmaster, it’s not one big thing, but a focus on many smaller things, that will continue to sharpen our business in 2025,” Reeves said. “Quality first, then speed of delivery is our target for production and all things Craftmaster.
“Continuous improvement is our culture, so the forefront of our planning is always fine-tuning the processes that maximize our quality and customer experience. We have always excelled at simplifying the sell-through procedure at retail. This combination of simplicity, consistent quality and speed of delivery has worked well for our customer base,” he continued.
“Also, we are always looking for products that deliver excitement to the retail floors and we stay on top of fashion trends and unique fabrics throughout the year.”
Customization will shape the upholstery category at Hancock & Moore, Jessica Charles and Maitland Smith, said Phil Brown, president.
“We are focusing on adding to our customizable programs to give consumers the experience of designing their own furniture to fit their individual design needs,” Brown said. “We are expanding on selections in our motion line based on feedback of consumer needs.
“For example, this market we are introducing a new, updated lift chair that reclines and both lifts, and expansion into our Your Way stationary program for both modern and classic tastes, as well as product that hones in on craftsmanship and details indicative of our quality.”
At AICO, David Koehler, president, said that the company’s “reinvention” as an upholstery supplier will shape its upholstery category in 2025.
“We will continue to develop distinctive, yet salable looks, different than what is in the marketplace, that will help our customers around the world achieve success,” Koehler said. “Our upholstery offering has evolved so much in the past two years. We will bring more new looks in 2025 that display our unique perspective, always having our customer in mind and what will drive their success.
“Despite the broader economic challenges in the home furnishings space, we have acquired more upholstery market share in the past two years than ever before.”
McKinley Leather president Lori M. Sadowski is watching what happens in housing.
“The overriding factor that will shape our upholstery business in 2025 is the housing market – mortgage rates have gone down a little, and we can already feel the effects of that,” Sadowski said. “Since McKinley is so well-seating in special order business, we feel all the crests and valleys in the current market.
“We had a bad lull over the summer, but orders have rebounded quite well with school back in session. We’re hoping that a loosening in the housing market will accelerate even more business,” she continued.
“Another factor that will help McKinley are rising container costs since our production is all domestic. Struggles continue to be rising labor costs, and we feel a major strain in this arena.”
Spin, one of nearly a dozen Polish upholstery manufacturers at High Point Market, is introducing new product geared to specific consumer personas, according to Kacper Straube, sales manager.
“The April edition of High Point Market allowed us to acquire new contacts with warehouse and transport companies,” Straube said. “Due to the number of furniture fairs this fall that we attend (Equip Hotel in Paris, France, INDEX in Riyadh, KSA) we are learning how new markets in different parts of the world work and offering our solutions.
“For example, at each stage of life, people need comfort. Children and teenagers have to feel comfort while drawing, playing and learning. Young adults must feel comfortable without spending thousands of dollars. Parents need furniture pieces that can withstand their kids. Elders don’t need to feel pain while chilling.
“We will be there for all of them.”
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