Cassie Begalle

Navigating the complicated bedroom category with e-commerce supplier Walker Edison

WEST JORDAN, Utah – Like all furniture categories, bedroom has seen its ups-and-downs over the past few years. The category boomed over the pandemic, with many citing its increased importance as the home’s safe space. Like other categories, it then weakened as consumer demand plummeted.

Now, many suppliers still consider the category weak compared with others (although not all agree). There is a belief that consumers who are tight on spending money will spend the little they have on other categories before upgrading their bedroom. Upholstery tends to come first, as it wears out more quickly and is highly visible to guests. Occasional and dining are likely to come next, also due to their greater visibility.

One company, however, that sees strength in the category is RTA e-commerce supplier Walker Edison.

“The old saying goes something like, ‘in tough times, the consumer prioritizes living room because neighbors will never see her bedroom,’ but in practice we haven’t really seen this to be true,” said Cassie Begalle, senior director of product management. “We have found macro-economic factors to raise or lower categories relatively evenly.”

Cassie Begalle

Begalle said bedroom was the strongest category for Walker Edison in 2023 and has remained in the top spot so far in 2024. Dressers and chests are driving that demand, she said, followed by nightstands, beds and then bunk beds. She expects the category to grow around 3% per year until 2028.

“Changes in lifestyles such as a trend towards larger homes and more spacious bedrooms will contribute to higher demand in bed frames and high-quality closets, nightstands and dressers,” she said.

Begalle also cited the importance of children’s furniture.

“Another key growth for bedroom is kids’ furniture, which is sometimes overlooked due to the perception of it being niche,” she said. “However, the kid furniture market is expected to grow around 19% annually from 2022 to 2030, making it a sub-category retailers and companies do not want to overlook.”

Despite the optimism though, Begalle did cite several issues specific to the category.

“Finding the right value equation can be tricky,” Begalle said. “Bedroom items have some inherently costly components (long bedsides, heavy or complex mechanisms to pass ASTM, etc.), but these costs don’t always translate to value a consumer is willing to pay more for. So, we focus on creating items that have a clearly communicable value in addition to those elements: trendy style, quality materials and ease of assembly.

“We are also starting to see increasing demand in customized closets and bedroom furniture,” she continued. “This poses a challenge for companies who rely on profitable growth that needs to be scaled. Retailers and companies should start looking at how they can start making bedroom furniture feel customized or unique, even if it is just a small part of the furniture or if it is giving the customer options to change the furniture.”

See also:

  • Selling bedroom furniture: Focus attention on the ‘sanctuary’ of the home
  • See how bedroom furniture provides stylish, yet casual and comfortable retreat

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