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DAD STILL GETS THE BEST SEAT IN THE HOUSE RECLINER SALES EXPECTED TO INCREASE FOR FATHER'S DAY

 DAD STILL GETS THE BEST SEAT IN THE HOUSE
 RECLINER SALES EXPECTED TO INCREASE FOR FATHER'S DAY
 ROCKY MOUNT, N.C., June 2 /PRNewswire/ -- While greeting card shops and necktie counters at department stores stock up for Father's Day 1992, furniture dealers are preparing to put forth the ultimate offering to the American dad: the reclining chair. Despite recessionary times and major overhauls in traditional family roles, enough families are enthroning their patriarchs for Father's Day to make the date a key point on the furniture marketing calendar.
 Reclining chair manufacturer Barcalounger reports that yearly sales definitely increase in the weeks prior to Father's Day. Each year the company increases the production volume of its popular recliners to capture the hearts of worthy male heads of household: the broad- shouldered, casual contemporary chairs and the gentlemanly, traditional leather wing chairs.
 Retailers confirm that Father's Day promotions pay off. "The recliner is definitely still one of the ultimate gifts for Father's Day," says Rick Goodman, Barcalounger director of marketing. "Realistically, the Barcalounger chairs we sell for Father's Day probably become gifts for the household, but the symbolism of honoring Dad with the best seat in the house hasn't faded, even in the slumping economy."
 For most families, a recliner represents a major purchase. A top of the line recliner retails from as low as $399 in fabric covers to over $1,000 in the finest leathers. Barcalounger, which positions its products at the upper end of the spectrum, does offer sale prices throughout the year, but the manufacturer maintains that value and quality are still the major selling points, despite today's tighter purse strings.
 "Customers consider the recliner to be a very personal item in the household, especially the classic silhouettes that never go out of style," says Barcalounger director of merchandising Phil Cooper. "So buyers don't mind spending a little more to get something they know they will enjoy for years."
 Currently a national Barcalounger advertising campaign, which includes tie-ins with some 500 dealers, is being launched around this prime Father's Day selling period. The 1992 promotion got underway in May with national ads in "Decorating Remodeling" magazine. At the local level, participating dealers will attract Father's Day shoppers with similar newspaper, radio and television spots.
 Headquartered in Rocky Mount, N.C., the Barcalounger Company is a leading manufacturer of recliners and a complete line of "motion furniture" (reclining sofas, sleep sofas, and reclining living room groups).
 -0- 6/2/92
 /NOTE TO EDITORS: Photos available upon request. Please call CONTACT listed below for name of dealers in your area./
 /CONTACT: Rick Goodman of Barcalounger, 919-977-6395, or David McLean of the Burris Agency, 919-884-4249, for Barcalounger/ CO: The Barcalounger Company ST: North Carolina IN: REA SU:


SM -- NYDFNS1 -- 5990 06/02/92 07:11 EDT
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Publication:PR Newswire
Date:Jun 2, 1992
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