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Futon Association Board Increases PR Program Efforts in '97

The Futon Association International, the trade association for some 500 manufacturers and retailers of futon furniture, has reported several major successes in its on-going PR program. At a recent meeting in Phoenix, site of the Association's 1997 Expo, the Association Board of Directors announced that through September 1996 the PR Program had reached more than 51 million consumers via newspaper and magazine coverage alone - already surpassing the results of the entire 1995 program. (See cumulative graph)

"We are very excited about seeing fine futon furniture in high visibility consumer media like Better Homes and Gardens magazine," said Joe Tatulli, chairman of the Association's Futon Marketing Council. "Not to mention our October 3, 1996 SMT (Satellite Media Tour) which was live on twenty-three major market TV stations nationwide," he said. The SMT footage will continue to appear as news and lifestyle updates on network and cable stations as it is placed by SMT producer Katlean de Monchy, Inc.

Other hits include newspaper coverage in the Chicago Tribune, the Miami Herald, the Houston Chronicle, the Arizona Republic, the Buffalo News, and the St. Petersburg Times, as well as many smaller mentions in numerous other papers.

Shandwick, USA, the Association's PR firm, has also placed three mat articles utilizing highly fashionable photography from a recent New York media event, with themes focused on convincing consumers that futon furniture is a high quality, high value, highly versatile alternative to the traditional sofa-bed. "We have decided that making futon a household word is not as important as what people think about when they hear the words 'futon furniture'. All our efforts are directed at putting this category's best foot forward," said Tatulli.

Futon Place - With Us You're Covered

Aside from the line of high quality products that Futon Place regularly offers to their clientele, they've introduced something extra special for the coming year. Futon Place now offers superb quality fabrics available in designer sets with an extremely low price tag. "Not only am I going to continue offering my customers outstanding futons, frames, foam pads, and basic covers," says Nick Nara, founder of Futon Place, "now, I intend to revolutionize the cover industry. I've taken a handful of popular heavy upholstery fabrics and created complete sets."

Mike of Futons 4 Less in Albuquerque says, "Sounds pretty common until you actually see the sets. We ordered the Route 66 print from the swatches. The sets arrived in less than a week, beautifully packaged. They came with the pillows and bolsters already stuffed and ready to go. I sold them right out of the box! I think the best part about it all is that I couldn't find better prices anywhere."

Designer cover sets are the latest addition to the product line of high quality futons, frames, foam pads, and covers that Futon Place offers. This is another example of how Futon Place lives up to their motto &emdash; "trying harder every day to be number one".

For more information, contact Futon Place at (800) 367-6938 or find them at the San Francisco Convention at Concourse Booth #162.

August Lotz, Casual Lifestyle Settle

In order to expel any confusion or rumors, August Lotz Company, Inc., announced that in July 1996 the lawsuit between August Lotz and Casual Lifestyles, Inc., was settled to the mutual satisfaction of both parties. Both parties have moved forward and are operating business as usual.

August Lotz continues to experience exceptional growth, and with growing comes new product additions. "The Monaco", with its classic curved sleigh arm design with rounded top and wide slats is now available. This elegant futon frame is offered in Maple with a Natural Finish or Ash with Medium Walnut finish. The Monaco, like all August Lotz futon frames, is equipped with a patented conversion design that opens and closes from the front. Each frame also has an Auto-lock safety mechanism feature that greatly reduces the amount of customer breakage and number of in-home service calls. For more information about The Monaco, and all of our other fine quality products, call (800) 826-7326 for a complete catalog.

"Hot High Point Market" Say Nation's Leading Futon Manufacturers

High Point, NC &emdash; Three leading futon manufacturers report that the High Point buyers are more upbeat on futons' future sales potential.

"Futons continue as a very hot category now," Gold Bond Mattress President, Robert Naboicheck, said. Connecticut-based Gold Bond is America's largest producer of futon mattresses. "We were very pleased with High Point."

"Futons continue to be a growing segment of the furniture industry," said Shari Hammer, President of SIS Covers, the United State's leading cover and pillow supplier. "We saw many of the leading home furnishing retailers in our space," she said.

Gold Bond, SIS Covers, and Island Futon &emdash; a hardwood frame line produced by one of the world's largest RTA furniture suppliers &emdash; showed together in High Point last October. As they returned to their factories, they assessed their first cooperative effort there together.

Ron O'Neil, President of Island Futon, said, "High Point buyers were seeking quality components. Today, retailers and consumers are interested in both quality of material and workmanship. The days of 'sizzle' and little or no 'steak' in futons are over. Today, value is judged not merely by price, but rather by quality. With Island Futon frames, the value is clearly evident."

O'Neil adds, "We work with quality hardwoods that we can put into any national chain with confidence that the goods will endure. Island Futon has established a state-of-the-art Indonesian operation to provide the futon industry with top quality plus competitive offshore pricing."

High Point buyers told Gold Bond's Bob Naboicheck that they realize futons are going to America's living rooms, and futons must endure 10 or 15 years of daily usage. "The industry is coming to realize Gold Bond's premium mattresses are becoming a requirement to insure long term consumer satisfaction."

"Warranties were important during High Point and, because Gold Bond was founded in 1900, our credibility in that area was never a concern. Consequently, we had high interest in our three premium products during High Point," Mr. Naboicheck commented.

"At SIS, the style and fashion of the futon come first," SIS Covers' Shari Hammer said. "We like to find ways to make the futon more inviting. Customers won't skimp if they love what they see. We've noticed a trend in buyers seeking a more sophisticated high-end style than ever before. SIS decorative collage covers and button pillows, at the premium end of our price list, got a great response. This was very encouraging."

The Glasser Group's Stuart Glasser, who represents Gold Bond and Island Futon nationally said, "Buyers at High Point are discerning. They want to sell better goods. They don't want to pay premium prices. Leading national buyers viewed our futon products with bonafide interest."

Gold Bond, SIS Covers and Island Futons indicated they would continue to promote futons at future High Point markets.

Gold Bond: (800) 873-8498. SIS Covers: (800) 989-5435 Island Futons: (800) 466-9099.

Big Surprises in San Francisco

The Big Tree/Big Sleep showroom will be featuring anything but the normal new products at the upcoming San Francisco show.

These surprises are so unique and exciting that Big Tree can't even hint about what they are in this article. You will have to come in the showroom where "Seeing Is Believing", and even then you may not.

Big Tree/Big Sleep: (213) 888-1312.

King Koil's New and Improved Futon Frame Line for 1997

King Koil will introduce a new, exciting, and improved futon frame line for 1997. The lines will feature some new innovative designs. The seat heights have been adjusted to provide superior sitting comfort. Many frames will open from the front and feature a new mechanism.

A complete new slip cover line will be available on a "quick ship" delivery program. This is our most complete line ever. King Koil will also feature upholstered futon mattresses in exciting new fabrics, prints, woven fabrics, and patterned duck material.

King Koil 1997 products are also featuring improved packaging and labeling. We will feature Made in the U.S.A. labeling, and will be using new packaging materials for better handling.

King Koil: (860) 688-6496.

The Bedworks Offers New Front Loading Conversion System

The Bedworks is now offering all of their hardwood Bi-fold Futon Frames with a new front loading conversion system. Simple and effective, the new design allows conversion from a couch to a bed with no hassles &emdash; a great selling advantage.

The Bedworks has also recently introduced their new futon frame, The Bridgton. Beautifully designed to meet your customers' demands for wider and thicker wood, The Bridgton incorporates The Bedworks' fine styling and craftsmanship with their trademark traditional seating.

The Freeport, the best selling platform bed in the industry, is soon to be available in Oak. This proven seller can only get better, and now The Bedworks has added a twin size trundle unit to their bed line. Whether your customer wants storage, rolling storage drawers, or more bed space, the trundle unit can add profit to your bed sales easily.

Remember, The Bedwork's 'Maine Made - America's Best' hang tags are a great way to show your customer that you are flooring a solid value, American made product.

The Bedworks: (207) 947-1516.

Futon Association Launches New System to Recognize Futon Expo '97 Event Sponsors

Year after year, FAI's top manufacturers donate sponsorships to underwrite Expo events. This year, sponsors will be recognized according to the size of their donation. Companies donating over $3,000 will be recognized as "GOLD" sponsors, $2,000 as "SILVER" sponsors, $1,000 as "BRONZE" sponsors, and under $1,000 as "DONOR" sponsors.

"GOLD" sponsors to date are: Gold Bond Mattress, New West, and S.I.S. Covers. "SILVER" Sponsors are Color-Tex International and Hogan & Associates. "BRONZE" Sponsors are Atlantic Frame, Casual Lifestyles, Elite Furniture, Harlee International, Omni Softgoods, Shamiana, and Wolf Corporation. August Lotz Co. is a "DONER" Sponsor.

Events at Futon Expo depend heavily on the generous donations of sponsors. The quality of the social events and educational programs would be much diminished without the generous spirit of these companies. Sponsors are the top supporters of the Futon Association, and of the Futon Industry, and FAI salutes them.

FAI: (800) 327-3262.

August Lotz Introduces Platform Beds

August Lotz Company, Inc. recently announced their new Platform beds are in full production and are being well received by retailers. August Lotz, producer of quality solid wood futon frames and mattresses, will be celebrating their 100 Year Anniversary in 1997. According to President Mark Schlichter, incorporating platform beds, in mission and ranch style, into the line-up was a natural transition. "Giving the retailer even more variety to mix and match futon frames, mattresses, headboards, and complete platform beds will increase sales, attract more customers, and give the retailer even more selling power," says Schlichter. These beds are equipped with ledger boards that can be adjusted high or low to accommodate either a futon mattress or traditional box spring frame. The unique platform slat grid system provides exceptional support and comfort when using a futon mattress by preventing the mattress from sagging or slipping. Each frame, constructed of solid Ash, is available in either Natural or Medium Walnut finish.

For more information and a complete catalog, call (800) 826-7326.

Island Futon Moving Imports Nationally

Island Futon Arrives in USA &emdash; Containers of Island Futon frames and furniture are now arriving at customers' loading docks and are being shipped to retailers throughout the USA. Island Futons' appearance and rich luster are unparalleled in the futon industry. The line features long-lasting domestic-quality furniture at imported prices. Island Futon frames are manufactured from premium Nyatoh (knee-ah-toe) teak-like hardwood exclusive to Island Futon. Frames open and close from the front. In photo, Gold Bond Mattress of Connecticut receives a shipment of Island Futons.

Island Futons are manufactured by one of the world's leading RTA furniture manufacturers with an established reputation for consistency, high volume, and world-class quality. Manufactured in top-selling styles, Island Futons are designed to out-perform other imported products now on the market. The line is represented domestically and internationally by The Glasser Group of Tampa (FL). For additional information, please call (800) 466-9099.

Western Synthetic Felt Company Bought by Mark Bidner

Western Synthetic Felt Company, formerly owned by Griffon Corp., a NYSE company, was recently sold. Western Synthetic is the west coast's largest manufacturer of synthetic fiber products. Located in Carson, CA., Western Synthetic supplies the furniture, bedding, quilting, and air filtration industries. The company was purchased by Mark Bidner, known in the industry as a principal of California Fiberloft, Inc., a manufacturer of specialty non-woven products located in Los Angeles, CA. Western Synthetic's Carson manufacturing facility will now be known as Western Synthetic Fiber, Inc. According to Bidner, the two fiber producing companies will cooperate in their operations, but will remain separate entities. Bidner will actively direct the business of Western Synthetic Fiber, Inc. Diane Bighead-Clark, Carl Mayer, and Beth Sanfillipo will continue with Western Synthetic Fiber, Inc., in their current capacities.

Back to the Cover of FUTON LIFE V8N4

Sleep Environment Survey Results, Recent Scientific Research and Better Sleep Guide Excerpt

Better Sleep Council Survey on Sleep Environment

Between September 13-15, 1996, 1,000 adults were asked a series of questions about the four factors of the sleep environment: mattress condition, light level, noise, and room temperature. As the findings attest, even though a vast majority say they can control their sleep environment, a sizable number report tossing and turning because one or more of these four factors frequently disturbs their sleep. The survey, which was conducted by Bruskin/Goldring Research for the Better Sleep Council, has a sampling error ± five percent. "Other" and "don't know" responses are not included.

Most Acknowledge Sleep Environment Factors as Important...

Q: How important do you consider these factors to getting a good night's sleep?

Important

Not Important

Mattress Condition

93%

7%

Light Level

78%

22%

Quietness

84%

15%

Room Temperature

92%

8%

And, Most Believe They Can Control Their Sleep Environment...

Q: How effective are you at controlling these sleep environment factors?

Effective

Not Effective

Mattress Condition

87%

12%

Light Level

89%

10%

Quietness

83%

16%

Room Temperature

92%

8%

But, More Than One in Four Say These Factors Frequently Disrupt Their Sleep...

Q: How frequently do the following factors disturb your sleep?

Frequently

Infrequently

Mattress Condition

26%

73%

Light Level

26%

72%

Quietness

34%

65%

Room Temperature

37%

62%

Research on Sleep Environment Factors

Noise &emdash; Research by Dr. Tomoyuki Kawada and colleagues at Gunma University in Japan, published in 1995 in "Perceptual and Motor Skills", found that noise from passing traffic disrupted sleep by making it shallower or causing awakening. In the study, noise from passing trucks caused sleepers to experience fragmented sleep.
Light &emdash; A study published in the British journal "Nature" on February 8, 1996, by Dr. Dian B. Boivin and colleagues at Harvard Medical School found that exposure to even moderate levels of light could disrupt sleep by causing a state comparable to jet lag. The study found that even regular levels of household light can interfere with the natural internal clock that programs people to wake and sleep.

The Better Sleep Guide

The Better Sleep Council publishes the Better Sleep Guide, a 16-page brochure about the connection between sleep and health, how to assess the condition of your mattress, and guidelines for shopping for a new sleep set. Here's an excerpt from the guide.

The Four Factors of the Sleep Environment

You can make your sleep environment more conducive for restful sleep by checking these factors:

Mattress and Foundation &emdash; Be sure your mattress and foundation meet your needs for ideal comfort and support. And, if you sleep with a partner, your mattress should allow you both enough space to move easily during the night.
Light &emdash; Light is one of our body's most powerful time cues. The rising sun can stimulate the brain into wakefulness long before the alarm goes off. A dark room is the most conducive for sleep, day or night.
Noise &emdash; Sudden, loud noises from inside or outside the home can disrupt sleep. Steady, low sounds like the whir of a fan or air conditioner are soothing because they help block out other noises.
Temperature &emdash; The ideal bedroom temperature is 60 to 65 degrees Fahrenheit or 16 to 18 degrees Celsius. A room that's too hot or too cold can disturb your sleep.

To order the Better Sleep Guide

Send one dollar ($1) and a stamped, self-addressed business-size envelope to: Better Sleep Guide, P.O. Box 19534, Alexandria, VA 22320-0534; in Canada: Better Sleep Guide, Downsview CSC, P.O. Box 430, Downsivew, Ontario, M3M 3A8.

Not Sleeping Well? Check Your Mattress Before You Chalk It Up to Stress

A new survey reveals that, although consumers widely believe that a good mattress is important to sleep, health, and preventing back problems, they tend to hold onto their mattress until it is well past its prime and actually disrupting sleep.

The survey of 400 adults, conducted by Arc Consulting for the Better Sleep Council, includes these findings:

Eight in 10 (82 percent) believe that sleep problems can be caused by a poor mattress.
Yet, close to half (46 percent) describe the condition of their mattress when they bought a new one as "bad" or "very bad".
Respondents are five times more likely to attribute poor sleep to stress than to the condition of their mattress.

SURVEY RESULTS:

Findings from a survey of 400 adults, conducted in 1996 by Arc Consulting for the Better Sleep Council. Sample error is five percent. "Other" and "don't know" responses not included.

I. An Overlooked culprit when poor sleep strikes?

Q: What are the main factors that disturb your sleep?

Stress

22%

Noise

20%

Snoring/restless/absent partner

10%

Household occupants

8%

Wrong temperature

5%

Bad mattress

4%

Light

3%

Unfamiliar surroundings

2%

II. A key component of good sleep and health.

Q: Do you believe that a good mattress will help you sleep?

Strongly agree

65%

Somewhat agree

31%

Somewhat disagree

2%

Strongly disagree

1%

Q: Do you believe that sleep problems are often caused by poor mattresses?

Strongly agree

38%

Somewhat agree

44%

Somewhat disagree

11%

Strongly disagree

5%

Q: Is sleeping on a poor quality mattress bad for your health?

Strongly agree

43%

Somewhat agree

46%

Somewhat disagree

6%

Strongly disagree

2%

III. Out of Sight, out of mind. Until it's a problem.

Q: Do you think of your mattress only when it disturbs you?

Strongly agree

24%

Somewhat agree

36%

Somewhat disagree

23%

Strongly disagree

12%

Q: What was the condition of your mattress when you decided to buy a new one?

Very bad condition

20%

Bad condition

36%

Not so bad condition

45%

Sleep Products Safety Council Launches Fire Safety Initiative

Alexandria, VA &emdash; Building on its long-standing commitment to consumer fire protection, the mattress industry recently kicked off a new safety initiative aimed at better evaluating fire hazards associated with the product. The Sleep Products Safety Council has teamed up with the National Association of State Fire Marshals to study mattress fires in urban environments, working under the premise that mattress-related fires and fire deaths could be focused in the inner-city with non-complying merchandise in the form of second-hand mattresses.

"Our industry has an exemplary record of compliance with the Federal Flammability Standard, which has resulted in a significant decrease in cigarette-ignited mattress fires over the past 25 years," said SPSC Director, Patricia Martin. "Any remaining mattress fires either must involve product that predates the Standard, non-complying used merchandise, or be ignited by open flame. We intend to learn as much as possible about these fires so our industry can respond effectively."

"NASFM is pleased to be working with the Sleep Products Safety Council," said NASFM President Tom Brace, who also is the State Fire Marshal of Minnesota. "SPSC embodies the mattress industry's commitment to safety and fire prevention, and our joint study of mattress fires is just one example of that commitment."

Over the next six months, fire services investigators in three cities will fill out evaluation forms immediately following a fire. The survey includes information about materials involved in the fire, such as bedclothes; the construction and age of the mattress; the ignition source; and household demoimages. Special training sessions with expert fire investigators in each city help assure on-site observations and interviews provide accurate information critical to reliably determine the hazard associated with mattress-ignited fires.

The first training session was held October 29 at Serta headquarters in Itasca, Ill., with representatives from the Chicago Fire Department, the Lombard Fire Department, and the Bureau of Alcohol, Tobacco, and Firearms. The training was conducted by Martin and SPSC Combustibility Committee Chairman Al Klancnik, vice president of manufacturing operations at Serta. Subsequent training sessions are scheduled this month at Serta facilities in the New York City area and Seattle.

According to Martin, results of the study will be shared with the Consumer Product Safety Commission, which administers the Federal Flammability Standard. "The CPSC recently completed a field study to determine its options for addressing the incidence of mattress-related fires," said Martin, "and they're eager to examine our data." During a meeting with CPSC officials in September, NASFM's Secretary/Treasurer, George Miller, noted that current national fire data-collection methods combine bedding, mattresses, and pillows so it is impossible, therefore, to ascertain the extent to which any of those items might be responsible for causing a fire and thus may not be the best source for determining an appropriate response.

"National fire statistics are not designed to reveal the level of detail needed for in-depth analysis of a single product or cause," Brace noted. "But national fire data can point to potential problems with behaviors or products, which then can be studied in greater detail."

The SPSC was created in 1986 to educate the public about fire hazards associated with mattresses and to advise consumers about the safe use of the product. The cornerstone of the SPSC program &emdash; a voluntary safety hangtag attached to most residential mattresses sold in the United States &emdash; is one way the organizations fulfills that promise. Other public education activities include Sleep Safety Month in February and observance of Fire Safety Month in October. These activities are funded through the sale of SPSC safety hangtags.

Sleep Products Safety Council; (703) 683-8371.