HOME IMPROVEMENT; RETAILERS ARE TAKING COMFORT PRODUCTS UPSCALE AT BETTER PRICES.

NEW YORK-Following negative feedback from the industry’s

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larger retailers, there is a noticeable trend to the upscale in the home

comfort category.

“We have been in a number of merchandising reviews where we

have heard the larger players in this industry say that they are not

making money,” said Craig Plank, vice president of sales and

marketing at Vornado.

Consequently, manufacturers are looking to pump up the margin by

offering better products at higher prices.

Heaters, humidifiers, dehumidifers, air cleaners — across the

spectrum of product offerings, manufacturers have been adding more bells

and whistles A slang English term for exceptional features in some product. In the computer field, it typically refers to functions in software that may be greatly appreciated by some users, even though they may not be necessary most of the time. , and are keeping their eye on aesthetic considerations.

“A consumer doesn’t always want a price-point

product,” said Mike Berger, national sales manager sales manager