Constant demand for massage chairs pushed Precision to enter market - Furniture Today

[massage]

Precision enters the massage chair category.


HIGH POINT —Precision Reclining Chair Co. is launching into the massage category with the introduction of its Kathy Ireland Home massage chairs at entry-level pricing.

“My customers have been asking us to go into the massage chair business for some time,” said Michael Parasmo, CEO. “It took us six months, and we’ve got it locked down and are planning to introduce the massage experience at the October High Point Market.”

The company has started a soft launch on its Facebook page and is taking pre-orders now. With six different models, wholesale pricing ranges from $399.99 for the starter to $1,499.99 for the deluxe. The chairs will be offered in leather and performance fabrics. Precision Reclining’s emphasis on “friendly” prices are a key to entering the entry-level market for massage chairs.

“We use all solid oak on all the main rails and the five-ply veneer on the stretchers and side panels. We’re concerned about the product stability and longevity. The retailer doesn’t want problems,” said Parasmo. The company is offering a mixable program where the six styles can be mixed on the container.

Precision Reclining is sourcing its products from a 2-million-square foot facility with 3,000 employees in China that has been in business for 30 years, according to Parasmo.

“I’m no different than a retailer, so I ask for very specific terms for shipping and packing,” he said. “They have 28 quality control inspectors. We’re small, but we’re very cautious. My name is on the box with Kathy Ireland. That’s my heritage and her heritage. I can’t have failure.”

The company’s entry into the massage chair market is just a beginning for Precision Reclining. “We will have sofas and sectionals. We are looking into speech activation for motion, although this is not yet where it should be yet,” noted Parasmo.

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Jean Marie Layton is senior editor for upholstery at Furniture Today. A design and furniture aficionado, she has worked as a writer/editor in industry and non-profits, in academic administration and in retail furniture sales. She pursued a master’s degree in the history of design at Parsons/Cooper-Hewitt and has a BA in history from Mount Holyoke College and an MA in liberal arts from Stanford University. Reach out to Jean Marie with your story ideas, tips and more at jlayton@furnituretoday.com