High Point: The Update

High Point has never been a great spot for the futon industry. Ten million square feet of showroom space, spread over four or five blocks and a hundred or so buildings; it's not the place to find a needle in the haystack, and that's what our industry has been. In the past, several companies have ventured to High Point trying to make a killing, and have almost died in the process. But because this is such a huge market most smaller vendors (including many futon furniture manufacturers and distributors) land enough business, by default, to make the trip worth while. But this may be changing.

In the past three or four years the visibility of futon furniture has risen dramatically. The image of our industry may be low end but that hasn't stopped the growth. Through the efforts of the Futon Association PR program, this magazine and the tremendous efforts and dollars spent on marketing by futon furniture manufacturers we have become a viable industry with a compelling story, and a comfort oriented product that people want.

All this seems to have come together at the last High Point market with perhaps the largest futon furniture presence to date. New West was there in the Design Center with some exciting new transitional products. Casual Lifestyles was there in the Furniture Plaza with a showroom that any company would be proud of. . . I'm talking anybody. Gold Bond, SIS Covers and Island Futon, along with Atlantic Frame (in their own space), joined Liforms, Wolf Corporation and Omni on the seventh floor of the C&D building. A yellow t-shirted army passed out information on the group at C&D while other peddlers handed out postcards for Big Tree, who were in rare form at the Radio Building. Coaster had a strong showing of imported frames at their own Wrenncom building. Cottonworks and Opel were there, along with New Energy, Fashion and American Furniture & Futon. All the large promotional metal guys like Rosalco, Powell and SEI were there with stronger programs and more SKU's, along with the better metal players like Fashion Bed Group, Amisco and Tempo. Several new players like Largo and Classic Corporation were also there and several large importer/distributor types were still around looking for the mass merchant business. Simmons had a major futon mattress presence via United Sleep Products and they also had futons in their main corporate showroom, showing retailers a real commitment to the category.

Bottom line: We have arrived, but are we dressed for the occasion?

The Internet &emdash; Digital Sliced Bread

We have made a commitment to the internet. Check out the web site at www.futonlife.com. We do this in house so the updates are many and varied. If you were at the San Francisco market this month you may want to check out the 'What's New In San Francisco' section. We are now helping our advertisers have their own presence on the internet too. And the response has been great.

Bottom line: Nine months ago I wasn't a believer but today it is my contention that if you are not on the world wide web you are missing out on the next great information medium.

Futon Association Trade Show

At the recent board meeting in Phoenix the directors of the Association moved decisively to secure show space for the next three years. The plan includes a 1998 show in New Orleans at the Ernest Morial Convention Center, a 1999 show in Las Vegas and a 2000 show at the Orange County Convention Center in Orlando. In my estimation this association is making all the right moves to bring as much positive press and substance to a category which is having some trouble moving away from a "low end only" image. With the next three shows (after Phoenix in 1997) at the three best destination locations in the United States, I can't see any other direction but up.

Bottom line: Support your local association. Join today and help make futon furniture the choice for any consumer looking for a comfortable sleeper sofa.

Close Encounters Of The Futon Kind

Have you seen a futon on television lately, or maybe at the movies or on the stage? I've heard about many such sightings but they are not documented. Anyone who sends us a bona fide sighting will be listed on our web site. E-mail me (jtatulli@rtppub.com) with the sighting or send a fax (401-351-0788) and we will put your name and your company on the internet. You can even send a picture of yourself to accompany the sighting. Just imagine your child at school, for show and tell, being able to say "My daddy (or mommy's) picture is on the web."

Bottom line: Futons are everywhere and the more we know the better we are.