That Chair Is So You: Customizing Stock Furniture

Furniture manufacturers are letting customers play arm-chair designer -- literally.

"We want our kitchens and cars to reflect our personality. Furniture is no different," says Jackie Hirschaut, vice president of the American Home Furnishings Alliance, a furniture industry trade association based in High Point, NC.

Forget about keeping up with the Joneses. According to a 2008 Roper online survey, 61 percent of Americans aged 13-65 disagreed that their homes should look like their neighbor's. Furniture that reflects a personal style was considered very important to eighty-two percent of adults surveyed.

Furniture manufacturers have reason to embrace the customization trend. Despite the slumping economy, 44 percent of those surveyed expected to purchase more furniture in the coming year than last year. Topping the reasons for new furniture were renovations and lifestyle changes -- either starting a family or becoming empty nesters.

Made to Measure from Hickory Chair	Casual Dining from Century

Speedy online programs use rich graphics to allow customers to instantly see an electronic rendition of furniture in different fabrics.

But it's not just upholstery that lends itself to customization.

Size, shape, hardware and wood finish are among the choices that shoppers can now make in stock furniture.

The Elton chair from Hickory Chair’s “Made to Measure” collection can become a sofa up to 120 inches long. The piece can be further customizes with leather or fabric -- or even the customer's own material.

"We can create and ship a custom length couch in just weeks from the time (the customer) orders,” boasts Jay Reardon, president of Hickory Chair.

Cabinets and other case goods are offered in 40 stain and paint finishes. Customers can supply their own hardware or choose from a broad selection of manufacturer hardware.

Transitional Chair from Cox	Broadway from La-Z-Boy

Century Furniture offers a dizzying array of choices in its casual dining line. Consumers start by choosing a basic table top shape and then add a base and top in one of 50 finishes. Seating choices include chairs, banquette seating and bar stools in 70 styles. They then choose from 2,800 in-stock fabrics and leathers to complete the seats.

Sofas from Century are built by the inch, with customers choosing arm tyles, pillows, skirt, leg style, cushion fill, finish on exposed wood and decorative details such as welting, nailhead, braids and trim.

Cox Manufacturing allows customers to supply their own material for upholstery or to choose from more than 600 fabrics or leathers in stock.

The Broadway collection from La-Z-Boy can be configured for a small den or an over-the-top media room. Choices include two different recliner back styles; round or modern track style arms; sleek chaise seating or pillow-top. The modular design offers numerous configurations with the help of upholstered wedges.

“Many of the rules that constrained choices have eroded over the past 10 years or so,” says Hirschhaut. “Today, our homes are a highly defined expression of ourselves.”