More than one in three Americans are classified as obese by the American Medical Association and a growing number of manufacturers and retailers are marketing upsized furniture for the plus-size crowd.
As a Daily Finance article points out, big-and-tall shops and plus-size stores have found a profitable niche that furniture marketers are hoping to tap into. According to the piece, armchairs in the U.S. typically measure "20 to 26 inches in width, perfect for a slender frame, but too small for many customers nowadays. Meanwhile, dining room tables, beds and other standard furniture pieces are often too short, too narrow or too flimsy for plus-size users."
While the need may be there, marketing to this consumer segment can be tricky. Some companies such as OversizeFurniture.com dispense with subtlety while the Living XL website prefers to alleviate "discomfort, frustration and inconvenience" for consumers who need more space. Another e-tailer, Brylane, offers a large selection of chairs for "Plus-Size Living."
Many mainstream merchants including Crate and Barrel, Ethan Allen, J.C. Penney, La-Z-Boy and Pottery Barn also sell plus-size furniture. "Sleeper chairs" and "chair-and-a-half" are terms used for bigger furniture without crying out they are built for those going through life on the large side.
Discussion Questions: Do you see a sizable opportunity for furniture designed for big-and-tall consumers? What do you think are the keys to marketing and merchandising this furniture?