homelighting.com

Magazine Online

From the Editor’s Desk

It’s that time of year again, when the emergence of spring is inevitably linked to a trip to High Point. At the last market in October, manufacturers were optimistic about business despite the recent tragedies on September 11th and concern about the economy. That mood continued through the January show in Dallas and I expect it to remain true for the upcoming High Point market.
     In October, two traditional high-end lamp and fixture manufacturers debuted specially edited collections that expanded their design range while hitting a lower price point that is more accessible to consumers who might be cash-conservative.
     Perhaps Tom Tucker, the designer for Chelsea House, said it best. “Consumers are looking for items that show an obvious value,” he told me. Tom doesn’t necessarily mean that only lower-priced goods will excel at retail, however. “We have some expensive, handcrafted high-end pieces that are selling well because the value is apparent to the customer.” As an example, he pointed to a mother-of-pearl Rothschild box reminiscent of a Fabérgè egg.
     In a departure for the rather traditional line, Chelsea House unveiled its Destinations collection at the last High Point market. “Destinations represents a broadening of our lighting style,” Tom states. “It’s a different mix of materials and a more contemporary look along with some Art Deco.” Tom predicts that Mid-Century Modern styling will become more mainstream among consumers.
     “I also see Country French and French Provincial in furniture coming on strong,” he comments. “What will be popular are clean lines with a hint of curvaceousness.”
     Tom also experimented with Bauhaus looks within the Destinations collection, and was surprised by customers’ positive reactions. By adding a more contemporary feeling, Chelsea House has, in effect, opened the door to customers who might have pigeonholed the company as “too traditional” in the past. “I heard a buyer from Colorado say, ‘I have to go more Contemporary, but I don’t want the steel look,’” he notes. The Destinations collection serves as an alternative to the pre-conceived notion of Contemporary.
     Also on the style horizon, Tom sees the need for taller and fatter lamps continuing at retail. “I’ve used 24-inch diameter shades – which used to be appropriate for floor lamps – on table lamps now,” he explains.
     Tom’s choices for materials in the Destinations collection are also indicative of consumers’ willingness to widen their design horizons. “We sent out a survey to our customers and found that they were asking for bigger floor lamps.” As a result of its research, Chelsea House shortened its floor lamp shades a bit and didn’t use a single hardback shade on any of the new items.
     “Our customers were also interested in more masculine product,” he says. While Tom utilized a masculine material such as leather, he offers it not only in traditional black, but also in an updated merlot wine color. “It’s not too red or pink. It has enough brown to allow it to be used in a multitude of interior colorations.” Another unusual material choice is Tom’s use of ponyhair on a lamp column. “Ponyhair is hot in women’s fashion so we decided to use it here in the Destinations line. I chose black because it’s pretty standard – I was afraid that if I did a Palomino coloration it could become too Southwestern.”
     Meanwhile, John Richard, another high-end manufacturer known for mostly traditional looks with a touch of whimsy, also expanded its customer reach by debuting a new lighting program, called Alexander-John, with a $1,600 minimum order. “To participate, a customer needs to order at least 12 lamps in the program,” notes executive vice president Jim Becker. “The Alexander-John line has a lot of the same styling as John Richard since we’re using the same shade fabrics on both lines.” The difference lies in the mix of components, which are culled from a variety of countries. The attention to fine detail is a hallmark of both divisions, however.
     Let these two renowned manufacturers, who are taking some chances by experimenting with their product mix, inspire you to try something different in your showroom this spring. Conduct your own informal survey among your customers to find out their needs and wants and then make it your mission to give it to them.