Wal-Mart and Penney roll out casual furniture
The catalog notes that items delivered to Wal-Mart stores have free shipping.
The Wal-Mart name scarcely appears, by design. The company says it’s trying to create a brand identity for Canopy, a line of ready-to-assemble furniture, bedding, rugs, lighting, dinnerware and table linens.
Penney created Linden Street because it noticed customers were gravitating to its simpler furniture, window coverings and bedding.
They were buying comfortable everyday furniture. The emphasis was on function with some fashion, but not so ornate.
Analysts say the two retailers are launching modestly priced furniture lines this summer to satisfy a shift that’s been coming for some time.
Even before the housing downturn put home furnishings retailers in a spiral, Americans were migrating to a more casual style and lower prices for furniture.
Penney’s and Wal-Mart’s moves signal a recognition that the furniture industry has to “find ways to attract a new generation,” said Jerry Epperson, a longtime furniture analyst for investment banking firm Mann, Armistead & Epperson.
Smaller living spaces, younger households and the desire for everything to be both functional and fashionable have led consumers to ready-to-assemble furniture and modestly priced pieces that will move from first apartment to family room.
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