What role does life stage play in the buying process of large consumers?
In the era of McMansions, the architecturally similar homes that defined the affluent in the 1990s and early to mid-2000s, the place of upholstery became even more important. The popularity of large sofas and chairs, no longer an exclusive choice for luxury residences, has further increased, creating a furniture strategy that effectively combines product dimensions with square meter availability.
By 2024, the only certainty in the furniture industry is that there is no longer a "one size fits all" model to guide product development.
Upholstery is a fluid product-design category, driven by individual preferences rather than a singular product specification, supported by ever-evolving technology that allows consumers to choose almost anything from frame to fabric.
While scale may not have as wide a choice as fabric selection, manufacturers note that for many consumers there are correlations between life stage and size preferences. For some, scale synergizes with the number of household members. For others, multifunctionality is a key requirement for space efficiency. And in the near future, both ends of the size spectrum are likely to be in demand.
The officials researching the issue said they would undertake research and development to examine how older consumers think about home. These consumers typically shop in the mid to high price range and have a new perspective compared to consumers of a similar age group in previous years. For many, this is a time of new beginnings, including activities beyond travel, hobbies and caring for grandchildren. This information will support our product development team in designing furniture to match their lifestyle preferences.
The changing size needs of the silver generation and other demographic groups have led to an increasing number of large-scale modular furnishing options being shown in manufacturer showrooms. At Meble Polska in Poland, the biggest furniture fair in Eastern and Central Europe, manufacturers such as Wajnert Furniture, Puszman Furniture and Wersal Furniture showcased large-scale modular sectionals that can be configured for almost any size of home, except for the smallest efficiency apartments.
In the US, size matters
In the United States, several upholstery showrooms during the January Las Vegas Market showcased larger-scale modular sofas as well as upholstery products sized to fit large living spaces.
Large-scale modularity was at the forefront of the Diamond Sofa in Las Vegas, offering flexible configurations, streamlined silhouettes and comfort in all sizes and a mid-to-high-end price point story.
Moe's Home Collection followed a similar strategy, telling a large-scale story that underscored a variety of introductions. Co-CEO Sara Samieian emphasized modular products designed for a variety of space constraints, saying that flexibility, like scale, was paramount for the Moe's team.
"Modular products are great because they are suitable for everyone's space, whether it's an apartment or a big house," she said.
According to Rick Lovegrove, president of upholstery for Four Hands, the variety of products on display at the Las Vegas Market was a direct response to consumers' new lifestyle preferences. The Doss media lounge chair was a Four Hands upholstery piece on display in Las Vegas that was designed with large-scale multifunctionality in mind, Lovegrove said, noting that the oversized chair works as a TV-watching/laptop-working design and is available in both fabric and leather.
"The way we live has changed and each room serves multiple functions," he said. "For example, we might want to have a zoom meeting, relax or work on the laptop with a dog next to us in the same room. So we really look at how functional we can make a piece without being kitsch."
Back in Poland, Bryze says research will continue to be at the forefront of product development.
"Our research allows us to design different products for different people and places," he said. "The biggest question is how we can help people live better in whatever space they are in."