Glider rockers look to broaden appeal

High Point— Producers of glider rockers have developed an array of new features and functions that they hope will broaden their appeal beyond the traditional consumer base of new and expectant mothers.

In some cases, it means targeting male consumers with larger-scaled chairs and fewer

Fresh style statements

Producers are getting out that message by using, among other things, better-quality fabrics, slightly darker finishes on wood frames and designs that don't incorporate wood spindles in the arms — a design element glider rockers seemingly have had since Day One.

"It's still a very important business for us," said Brian Lange, vice president of sales and marketing at Best Home Furnishings, whose product line also includes recliners and motion sofas. "We're having a good year ... in spite of all the problems in the economy."

Lange and other executives say larger-scaled chairs, which feature wider seats and higher backs than traditional gliders, are among the items leading the growth parade. And many such models are aimed squarely at male consumers who might otherwise buy a recliner.

Executives say the same principle may explain the recent surge in popularity of darker finishes. These more "masculine" looks make the product suitable for virtually any room of the house.

Antique finishes do well

"Our new line of antique finishes has been the shining light in the company for the past six to eight months," said Gene Gathagan, national sales manager at Brooks Furniture. "It has been so successful that we're planning to make additions in the next few months."

The newest Brooks gliders generally retail for $299 to $349, although some stretch the number to $399, which is considered high end in the glider rocker market. Producers said dealers like the higher-price products not only for their larger margin numbers, but also for the improved sales of matching ottomans, which can add another $100 to the ticket.

"Ottomans are becoming a staple with several of our gliders, especially the higher-end ones," said Brian Woolley, vice president of sales at Towne Square. "Where you normally sell two gliders for every ottoman, the ratio is nearly one-to-one for several models."

Swivel success

Another success story at Towne Square and its competitors is the swivel base, a mechanism that allows the chair to glide and swivel.

"Our sales of swivel-glider bases are up substantially," said Lange. "People seem to like the multiple functions."

A few producers have even gone so far as to use a three-function mechanism that allows the chair to glide, swivel and recline. That puts the chairs in more direct competition with recliners, except that three-function gliders often are used with a metal base rather than a traditional wood base.

"But the larger (recliner) manufacturers are now offering glider mechanisms on their products," said Dominique Godbout, vice president of marketing and sales at category sales leader Dutailier.

"That's getting away from the traditional concept of a glider rocker."

A more recent entrant into the glider category, Canadian furniture powerhouse Palliser, has many three-function mechanisms in its lineup, some of which retail for as much as $699. Those models also feature high-grade microfiber covers and a design that hides the base and the mechanism.

At the other end of the price spectrum, Asian imports are keeping downward pressure on prices, particularly on models that would typically retail for $199 to $299.

Import specialists such as Coaster, Powell and Holland House have enjoyed much recent success with gliders, and even domestic producers such as Brooks have begun importing components for some chairs.

"The offshore competition is getting tougher all the time," said Godbout. "As the price points go down, it hurts the market share of domestic producers."