30 new groups include a mix of motion and stationary upholstery covering a variety of styles and price points
HIGH POINT — Upholstery resource Royal Morris Living is more than doubling its mix of products at the upcoming October High Point Market, offering dealers further evidence of its commitment to the North American market.
The U.S. marketing arm of China-based manufacturer Morris Home, the company debuted at the April High Point Market with 24 sets of upholstery, both motion and stationary in fabric and leather.
This market it is adding more than 30 new sets — with half being in motion and half in stationary upholstery — available in JBS and Crest leathers from Italy and Culp, Dorrell and Z-Wovens performance fabrics.
Developed by Peter Halunen, vice president of merchandising and product development, the motion groups are available in fabric and in top-grain leather with leather match; stationary groups are available in fabric and top-grain leathers. Some 90% of the motion mix comes in leather and 60% of the stationary side is in leather with the balance of each mix available in fabric.
“Instead of having a sea of brown leathers, we will have a different mix of leathers and fabrics,” said Steve Lush, president of Royal Morris Living, adding that the product assortment includes sofa, loveseat and chair sets as well as sectionals and ottomans.
Motion sofas in premium leathers featuring P2 functionality, retail from $1,599 to $1,899, while stationary sofas in premium leathers retail from $1,199 to $1,599. A standard six-piece sectional in leather match including three seats with power and a console with USB ports and wireless charging capability retails from $2,999 to $3,499.
Describing the void he said the line aims to address in the marketplace, Lush said, “We knew that to compete in the import upholstery business, we had to be unique. Our focus has been to offer elevated designs and truly fresh and exciting styles that Peter has developed.”
Halunen added that his retail background that includes executive positions at Baer’s, Jordan’s and Robb & Stucky, has allowed the company to take a retailer-friendly approach to developing product. Thus the key question throughout the entire process was, “What would I like as a buyer?”
“We worked to develop product platforms that offer both motion and stationary as well as groups and sectionals; that way the retailer has options on what’s best for their consumer,” Halunen said, adding, “We have several models with this depth of SKUs with more to come. We also have divided our collection into five style categories: Uptown Mod, Comfort Classics, Coastal Casual, Mid-Town Mod and Timeless Classics, so we hope to have something for everyone. We also have a collection from one of our plants that we call Easy Living. The models in this collection all come KD, so they present some great values for today’s consumer.”
Lush added that that retailers responded positively to the first round of introductions in April, which encouraged the company to offer an even bigger launch for October. He attributed the strong response from retailers thus far to the mix of styles and options as well as the flexibility in ordering product.
“Because there are so many options available on every setting, they can maximize their sales per square foot,” Lush said. “We also offer excellent flexibility in ordering — they can mix multiple models and covers in motion and in stationary on the same container.”
The expanded line can be seen at the company’s 110 W. Commerce Ave. showroom, designed by Jeff Fink, showroom manager and creative director.
“Each vignette has been planned out and designed using combinations of leathers and fabrics,” Lush said. “They are designed in a way that we hope will give our retailers inspiration.”
And despite some slowness still at retail, Lush said now is the time to offer dealers that type of inspiration along with other reasons to buy.
“Retailers are looking for something different between truly fresh designs, premium covers and order flexibility with very strong mixing capabilities,” Lush said. “No matter when that is offered, it is a winning combination.”