HENRYs are Bringing a New Ethos to Furniture Design
Today ’ s young HENRYs * – high earners , not rich yet – are an essential target market for designers and purveyors of furniture , furnishings and home fashions . These sophisticated , techsavvy consumers with annual incomes between $ 100,000 and $ 250,000 per household account for roughly 27 million households , and the demographic is growing rapidly , due to increasing numbers of 24 to 44 year-old high-earning millennials along with trailing-edge Gen-Xers .
It ’ s a sought-after and largely untapped luxury market – but HENRYs approach luxury differently than traditional wealthy consumers .
“ This market segment is a good test of our creativity ,” said Catina Suarez Roscoe , president of the American Society of Furniture Designers ( ASFD ) and owner of Catina Unlimited Design in Greensboro , North Carolina . “ As furniture designers , we need to try to understand the world as these young people see it . This involves using materials , styles , colors , textures , finishes and techniques that speak to them .”
“ HENRYs are selective in their tastes and motivated by their consciousness of the environment and the world around them . These young people want to make an emotional as well as an aesthetic connection with the things in their lives , and they look for purpose and meaning in their surroundings and belongings , just as they do in their careers and lifestyles .”
A key concept is practical luxury : possessions that speak to their values , principles and beliefs , and are aligned with their styles of living . “ HENRYs want the things in their lives to be authentic and , at the same time , edgy and bold ,” said Roscoe .
Wood definitely plays into this ethos , according to John Conrad , executive director of the ASFD . “ Wood is a primal element that conveys the character and personality of a piece of furniture in a very special way . Wood ’ s natural aspect , depth , richness , and warmth creates a sense of connection that plastic or laminates cannot emulate ,” Conrad says .
For many in this demographic , the value of particular piece is less about the type of wood and more about its provenance and unique qualities .
“ HENRYs are drawn to furniture that tells a story , makes a statement or represents some sort of intrinsic value , whether that ’ s due to the artistry of the design , the cut and fabrication of the components , or the innate properties of the wood itself .” Roscoe said .
“ We see the popularity of reclaimed and recycled boards that lived
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