Michael Delgatti
Analyst · Sidoti & Company
Thanks, Paul. Good afternoon, everyone. Several factors converged during the quarter to contribute to a positive sales performance in casegoods. First of all, we are seeing clear benefits from the sales management reorganization we implemented during the middle of last year, in which we shifted from a sales management group organized around brand and product specialization to a regional management focus. The regional management strategy has helped our sales effort to be more effective across all 3 brands: Hooker, Bradington-Young and Sam Moore. The sales momentum in casegoods is also a result of continued success with the best category collections in our good, better, best assortment. These best priced collections, including lines such as Sanctuary, Rhapsody, Mélange and Solana comprise the bulk of our container-direct Asia warehouse program for retailers.
As Paul pointed out earlier, a significant increase in container-direct shipments to retailers from our Asia warehouse program helped lead the way in our solid sales performance this quarter. In the last few years, we've built a strong stable of collections in this program that are all performing well at retail. We also have a wide breadth of assortment, which provides good mix ability for the retailer who does not want to buy deeply on any particular item or group. This scenario poses far less risk for retailers as they commit to a large ticket container purchase because they can obtain a large variety of products, all of which are proven bestsellers.
As I mentioned during our last conference call, we introduced a new Vietnam warehouse container-direct program to retailers at the April Market, which we expect will strengthen container-direct sales even further. While the Asia warehouse program focuses on the best priced points in our good, better, best assortment, the Vietnam warehouse program focuses on the good and better price points. We are taking orders now for this program, and we'll begin flowing product into the warehouse as early as July. We expect to be fully operational in the fall, during what is historically the strongest selling season for furniture at retail. We believe this program will strengthen our value proposition at the retail level in the good and better price ranges. The savings to retailers in this container program compared to the same products sold out of our Martinsville warehouse will be in the high-single digits to low-double digit percentages. In addition to the strength of our best priced point products, our Asia warehouse container-direct program and our sales manager reorganization, another factor in the sales rise for casegoods this quarter was a national promotion on our Corsica collection, which we introduced during the mid-March to mid-April period. We experienced a lift in sales in our Corsica collection as a result of this effort, which achieved over 15 million consumer impressions for the collection across a wide spectrum of top digital and social media venues, including our own websites.
While the increase in casegoods volume led the way in helping us improve our consolidated profitability, we were gratified that the sales increase was across the board for both wood and upholstered furniture. Sam Moore shipments were up 16% compared to a strong quarter a year ago, and Bradington-Young sales were up 4%. The only exception was our Hooker Upholstery line of imported leather upholstery, which was down 3%. In that case, Hooker Upholstery was impacted by some inventory outages. We have been out of stock of some bestsellers in the last couple of months and expect replenishment of those products in the middle of next month. We also made progress in other areas in the Upholstery segment. As Paul referenced earlier, we made great strides during the quarter, reducing our lead times for shipments to retail customers at Sam Moore. In mid-February, we reduced our shipment lead times from 10 weeks to 8 weeks and then from 8 weeks to 6 weeks by mid-May. Today, we are at 5.5 weeks, which is in with -- which is in reach of Sam Moore's goal to ship to retailers within 4 to 5 weeks after receipt of orders on a consistent basis. We expect to reach that goal in midsummer. Because of our improvement in service, we're hearing renewed confidence on the part of retailers and retail salespeople in selling the Sam Moore product line.
The challenge now is to further rebuild retailer confidence as we continue to improve and maintain service levels and regain some retail floor space we lost as a result of our inability to service our products to dealer expectations over the course of the last year, as we experienced dramatic increases in sales and backlogs.
We also had significant quarter-over-quarter improvement in operating profitability at Sam Moore, cutting our operating loss by almost 75% from the previous quarter. The surge in training cost we experienced from a ramp-up in production has now stabilized. Our overhead costs are down, and we are experiencing savings from the lean manufacturing process we put in place several months ago.
We have recently been challenged by healthcare claims costs well above budget. Despite these higher costs, we intend and expect to return to operating profitability in the third or fourth quarter of this year at Sam Moore. At Bradington-Young, the most recent quarter marked our seventh consecutive quarter of profitability. Clearly, profitability is sustainable for Bradington-Young, assuming we maintain a good order rate. The rise in leather raw material cost continued to be the biggest factor impacting our business and is becoming a real challenge. In fact, we have had several additional price increases from leather suppliers since the April furniture market. The rise in leather cost has had some positive impact in reducing competition in the leather market. As leather has been positioned more firmly as a luxury product, the promotional players are moving away from leather to less-expensive alternate covers. However, more expensive leather furniture also makes fabric and leather alternative covers more attractive to consumers. While we are entering the summer selling season, in which we typically experience slower furniture sales at retail, we believe we are well positioned at Sam Moore, Bradington-Young and Hooker Upholstery with a strong product line, good inventory position and improving service levels to capture our share of the business.
At this time, I'd like to call on Paul Huckfeldt to give us more details about the factors driving our operating results this quarter.