HIGH POINT — One of the myriad headwinds being discussed on showroom floors across fall market is a reticent consumer. Many people are cagey about the big-ticket purchases that drive business for retailers.
But there’s a second part of that story that suppliers are beginning to grapple with: The people who are buying furniture are far more discerning as they make their purchasing decisions.
This presents an opportunity for suppliers to drive growth with new product that meets the moment and captures the choosy consumer of 2025. Solid wood case goods importer A-America seeks to do just that with its slate of introductions at fall market.
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“We’ve got about 17 new introductions this market, mostly dining, bedroom and occasional,” said Christian Rohrbach, vice president of merchandising.
“Occasional has been a really strong category for us; it’s probably our biggest area of growth over the past year and a half,” he continued. “Dining and bedroom remain our core, but we’ve really taken the reins on occasional. It was an underserved category for a long time.”
Rohrbach said a number of market forces are contributing to the company’s recent momentum in occasional furniture.
“Consumers are scared, and now we’re competing not just against other importers, but also domestic production,” he said. “We’ve had to up our game with value, and value product is where we’ve seen growth using a lot of these Asian hardwoods, like mango. So we’ve got a new dining in mango and a new bedroom.”
Material and function
A-America’s focus this market, Rohrbach said, is on marrying craftsmanship and value with thoughtful function.
“We’re seeing a lot of success with Asian hardwoods like mango. The Indonesian mango we’re using now has this beautiful tiger stripe grain you just don’t get elsewhere,” he said. “We’re doing solid acacia veneer over a solid rubberwood core on our Davenport collection, going for a little more upscale look.”
Across the line, the company has emphasized construction quality and detail, even in smaller pieces.
“We’re not skimping on details,” Rohrbach said. “Even on our small-space tables, we’re using full metal ball-bearing glides and solid wood stabilization cleats underneath.”
He added that hickory continues to be a defining wood for the brand. “Hickory is something we’ve been known for for a long time. We’re one of the only importers bringing in solid hickory out of Asia.”
Smaller footprints is another trend that A-America has tracked and integrated into its expandable dining range.
“Small space solutions are another big driver right now. This table is called Paxton; it goes down to a 36-inch square and goes out 54. Small spaces are always relevant, but in smaller products there’s a lot of competition from the low end. So we try to do it our way: with quality construction, not cheapening anything.”
Tyler Rohrbach, senior vice president of product development, said the new Davenport collection, featuring an acacia veneer over a solid rubberwood core, reflects the company’s approach to combining aesthetics and accessibility.
“Being made out of acacia with a darker finish gives the Davenport a walnut look—very rich and sophisticated for the value,” he said.
Functionality also remains a hallmark across categories.
“We always try to create value and function in every piece,” Christian Rohrbach said. “For dining, that means expandability; for beds, that means storage. Pretty much everything we come out with has a storage option, or we try to. Of course, with adjustable bases being so popular, we make sure to offer non-storage versions, too.”
“Storage beds are definitely making a comeback now that ocean freight costs have come down,” he added. “We always offer both storage and non-storage options; retailers can mix containers and meet the needs of both kinds of consumers.”
Expanding possibilities
Expandability — both literal and strategic — continues to be a defining feature of A-America’s dining business, helping the company appeal to both retailers and consumers seeking flexibility.
“Expandability is what we’re known for,” Rohrbach said. “Just about every table we make has a leaf. When customers ask, ‘Why didn’t you put a leaf in there,’ that tells you what they expect from A-America.”
“We even use cable glides on leg tables, which you don’t see often at this price point, to give it a more high-end feel,” he added. “Once you demo our tables at retail, it sets you apart. We hear from retailers — large and small — that customers immediately see the difference.”
That focus on quality and solutions that work for retailers, Rohrbach said, remains central to A-America’s approach.
“We’re building these pieces right — solid construction, thoughtful details — and displaying them in a way that shows what’s under the hood,” Rohrbach said.
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