Lane to revive Action by Lane brand

Company unveils new line of entry-level priced stationary upholstery at Premarket

HIGH POINT — During the fall market cycle, full-line furniture resource Lane Furniture is reviving the Action by Lane name with a line of stationary domestically made upholstery available at opening price points.

The Action Lane name hearkens back to the once popular line of recliners the company sold after purchasing a Tupelo, Mississippi-based recliner company named Action Industries in 1972. According to the Lane website, it sold these products under the Action Lane moniker for the next 20 years or so, when the company then changed its name to Lane Furniture.

This is the logo for the Action brand being offered by Lane Furniture.

Unlike the previous line of recliners, the new Action by Lane line offers stationary fabric upholstery, initially including eight sofa and loveseat groups and three sectionals.

The sofas are targeted to retail around $499, although they can hit as low as $399. The Lane stationary line has a few sofas targeted to hit $499, but most of the line falls above that.

Three Action by Lane sectionals are targeted to retail from $899 to $999 and accent chairs available with each group are targeted to retail at $299.

The company is showing the line at its showroom in space C-1258 of the International Home Furnishings Center at this week’s Premarket and also at the Oct. 22-26 High Point Market.

The company is hitting these price points due to the way the line has been engineered. For example, the dimensions of each frame and the size of cushions are the same, allowing the line to be produced more efficiently, with an estimated at 30%-35% more product targeted to be made per day than the current Lane assortment.

The production efficiencies and lower pricing also are achieved as the Action by Line pieces are each available in two standard fabrics as opposed to multiple fabrics offered in the Lane line. 

The line will be produced in two existing Lane plants, one in Mississippi and one in North Carolina that are being retrofitted to exclusively run the Action by Lane styles.

Production is expected to begin in late December and the groups are expected to ship in January. The product will ship in mixed truckloads, where customers can order two to three different sets at a time.

“For us it’s a way to differentiate between Lane and to attack the opening price points in the category now that the market has changed,” said Lane CEO Todd Evans, of changes in materials costs and ocean freight. “The materials we are using are optimized for good yield, and there is a lot of engineering work that has been done for this…Our goal was to set out and deliver the best value we could at $399 to $499.”

He said that response so far has been positive, starting with showings to several retailers before Premarket this week.

“It’s been good,” Evans said of the early reaction. “We put it in front of four or five customers before we got here. We are excited about it for sure.”

Thomas Russell

Home News Now Editor-in-Chief Thomas Russell has covered the furniture industry for 25 years at various daily and weekly consumer and trade publications. He can be reached at and at 336-508-4616.

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4 thoughts on “Lane to revive Action by Lane brand

  1. Is there a way to get a digital diagram of the linkage and chassis of one of the previous Action Industries manual recliner. If unavailable, would appreciate best repair recommendation(s).

    1. I’m searching for repair parts for my Lane/Action recliner. (It was made around 6/9/97′) I’m in need of cushion support spring components, & possibly “scissor action” leg support mechanisms.
      Thank You!

  2. Trying to purchase SAME fabric for a Acti0n couch I have. What phone number can I call ?
    Please contact me after 11:00 AM PST any day.

    Thank you.,
    Howard Kirk

    1. Trying to purchase SAME fabric for a Acti0n couch I have. What phone number can I call ?
      Please contact me after 11:00 AM PST any day.

      Thank you.,
      Howard Kirk

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