Futon Life Online : Magazine

INDUSTRY UPDATES

Star Futons Enters The 21st Century

Premiering at the Orlando 2000 Futon Expo in March, Star Futon introduced its latest and most innovative futon design yet, The Constellation. It is made of synthetic fibers which wrap a unique foam and a layer containing hundreds of small cells made of an advanced Gelastic polymer called Intelli-Gel™.

Anne Newmark, president of Star Futon stated, “Since we opened our doors for business, we’ve been experimenting with different combinations of materials and have been continually expanding our line. While we offer a wide range of futon mattresses to meet the needs of all of our customers, our expansion has been primarily focused on premium futons. We’ve developed several new styles made of innovative combinations of materials, but the comfort and uniqueness of our Constellation far surpasses anything I’ve ever come across. I’ve been told that it’s more comfortable than some high end conventional spring mattresses. It totally supports the spine and retains that support no matter what you do to it.”

“The reaction we’ve gotten to the Constellation, both at the Futon Expo and through orders following the show, confirm that people are looking for a much higher quality futon,” Newmark added. Star Futon can be reached at (973) 225-0100 or by visiting their web site at www.starfuton.com.

Strata Furniture, Inc. Opens Doors in Orlando

After a successful show at the Futon Expo in Orlando, Pete Dodge and Brian Donohoo are producing a line of both domestic and imported futon furniture. The new, St. Paul based company is called Strata Furniture, Inc. Strata’s focus will be on both Mission and contemporary style furniture utilizing a patented front loading, wall-hugging mechanism owned by Dodge and the Donohoo family.

This quality mechanism will be offered together with innovative design and craftsmanship to make Strata’s products a good value in their price category.

The company’s signature product will be a futon version of the classic prairie settle with a finished back panel and back cap that connects to the two arm caps. This unique feature will be continued in other style frames in a “night and day bed” collection.

Bolger products are now ready for shipment and will include matching tables and lamps finished in their specially formulated, Mission Mahogany stain.

Foreign made products will include Strata’s Mission Rim collection featuring their interpretation of these handsome, turn of the century products. The other aspect of the foreign production will be the Colony Collection including a re-work of the original rose bed and an ultra retro design called the “Mickey Finn”. All of Strata’s products will display the original designs of Pete Dodge.

Quality of service will be on a par with quality of design and craftsmanship. All hardware will be sourced and packaged here in the United States, with replacement parts also being manufactured here.

This new product line promises to make available innovative and appealing products not generally in the futon industry. To find out more about Strata Furniture products contact Brian Donohoo at 651-592-9995 or Pete Dodge at 715-234-4265.

Adonis Furniture Doubles Warehouse Space

Oakland, California — Adonis Furniture recently expanded its warehouse from 15,000 to 30,000 square feet. “Sales had been growing exponentially in the past year and we faced constant product shortages,” said David Lee, general manager of Adonis. “Our limited warehouse space restricted us from keeping adequate inventory levels. Having doubled the size of our warehouse, we will be in a better position to serve our existing customers while taking on new dealers and chains,” Lee said.

Adonis Furniture is an Oakland-based distributor of hardwood futon frames and platform beds. For more information, please contact Adonis Furniture at (510) 638-6422 or visit their website at www.adonisfurniture.com.

Burlington Strives For Easy Product Identification

Having embraced the business principle of continuous improvement, Burlington Futon Company is focusing its energies on providing the best customer service, new product offerings and timely delivery. Most standard size covers are now being shipped the same day that the order is placed.

The company is focusing on streamlining the production process, and investing in new software and hardware. Use of bar-coding, scanning, and new labels is creating improvements in accuracy and delivery.

With the large selection of fabrics available and different price points in the market place, Burlington strives for clear and easy product identification. New easy to read labels on packaging, along with sewn-in tags, will help retailers identify items.

Given the strong demand for washable covers and the success of the Aries Collection, the company will be introducing a new collection of washable covers this summer in San Francisco. The new embossed leaf pattern will feature the best Aries colors and several new colors. Other new fabrics will also be shown. Burlington Futon: (800) 862-5986.

Blue Magic Presents a New Line of Care Kits for Home Furnishings
Wood Care, Leather Care, Mattress Care and our latest addition:
the Futon Care Kit

Blue Magic, the industry leader in waterbed and furniture care products since 1969 introduced a new line of Tectron Care Kits at the Futon and Specialty Sleep Expo.

Tony Bova President and CEO stated that retailers and consumers alike would benefit from these exciting new Tectron products.

Retailers showed their enthusiasm for the program by awarding Blue Magic the Best Point of Purchase Display award at the Orlando Expo.

Consumers want to maintain their pride of ownership and protect their sizable home furnishing investments. In short they want their furniture to look good and last forever. “Our products will help them achieve their goal while eliminating the mass of confusion created by the seemingly endless supply of potentially harmful care products offered at the local grocery store,” Bova said.

Retailers expressed appreciation for the flexibility in packaging and display options while many larger customers asked if private label programs would be available.

Tony reminded everyone, “If you or your customer want it, my dedicated team and state-of-the-art facility in Stockton, CA are ready and waiting to make it, package it, supply it, and back it with customer service and support.”

For more information call Blue Magic at 800- buy-blue or visit them on their web site at: www.bluemagic.com, or at the San Francisco Market, Mart 2 space 1003.

The Unconventional Scientists of Comfort Research Do It Again

The research scientists of Comfort Research, makers of the Polymorphic Poof Chair, have gone and done it again. With hot new introductions at the Futon and Specialty Sleep Show as well as the High Point, NC furniture show, the unconventional scientists are on a roll.

Comfort Research came to the Futon & Specialty Sleep Show armed with a never seen before array of products including newly designed Polymorphic Poof Chairs in the shape of fruit (an apple, banana, orange, and pear), pillow designs, futon covers, new brighter colors, and white accent piping for the Poof Chairs. Chip George, COO of Comfort Research says, “The Fruit Collection has been a phenomenal success, fitting into a wide range of categories including youth stores and specialty shops.”

The company introduces the new items at a time when sales are skyrocketing and demand for Comfort Research products is rising. CFO of the company Matt Jung said, “The new introductions are part of our strategic plan to bring new products to the consumer that are fresh in design, functional and comfortable. We expect to introduce at least five new products outside of our current lines catering to the youth market and some contemporary RTA metal frame chairs at our permanent showroom in High Point, NC at Showplace.”

New product introductions are a top priority for the growing company as it focuses on the new market categories. “We are expanding our focus to include the growing youth audience as well as introducing some products that are outside the manufacturing boundaries of the Polymorphic Poof line of products,” said George.

The manufacturing processes are where Comfort Research has made the largest leaps and bounds. Previously all sewing for the company was outsourced to several vendors. CR now employs their own sewers allowing for greater control over the quality, timing, and inventory levels. With inventory levels down, CR was able to make more product introductions than previously expected bringing in several new designs and colors.

Comfort Research just recently hired Breelyn VanFleet for inside sales and customer service. Breelyn comes to Comfort Research after five years of experience with Sonanda Company.

For more information contact Comfort Research at (877) 226-2926 or via e-mail at matt@comfortresearch.com.

SIS Wants to Color Your World

It’s as much fun as having a brand new box of crayons! SIS Covers New Urban Collection offers a spectacular 24-color array of soft, brushed cotton twills for futon covers, pillows and bedding. Mix Brushed Copper Leaf with Brushed Scarlet for a scorching blaze of color or cool things with Brushed Drizzle and Brushed Carbon. Create color combinations until your head is spinning faster than the color wheel. (The SIS design team has recently been treated for color saturation). All items in the New Urban collection feature decorative double-needle seams and shrink-to-fit for a soft, relax look. For more information contact SIS Covers at (800) 989-5435.

30 years for Bob Gamer and Temple Slug

This past April 1st, Temple Slug Futons celebrated its thirtieth birthday. A counter-culture icon since its inception, Temple Slug has grown up from its roots as a hippie shop to become a respected futon retailer in the Midwest and a stalwart of the U.S. futon industry. It has been instrumental in introducing and garnering acceptance for new furniture concepts in Kansas City and the Midwest, from futons and waterbeds to lava lamps and bean bags. It is the oldest waterbed store in the World, the oldest futon store in Kansas City, and possibly the oldest futon store in the U.S. It has watched futons grow from a temporary fad for college kids into an integral fixture in living rooms, bedrooms, and dens across America.

It has been unconventional from the beginning, adopting the name “Temple Slug” from a failed project to convert a San Francisco cable car station into a flea market. The owner and founder, Bob Gamer, was attending the San Francisco gift show in 1970 to stock up for opening day, and read in the Chronicle about the attempted restoration of the Russian Hill cable car station. The station had an onion-shaped dome on the roof hence the name - or half of it at least. That project fell through and the rest is history.

Happy Birthday Bob, Keith and friends— Editor

Simmons Futons Goes Hi-Tech

In an effort to enhance the advertising of its dealers, Simmons Futons recently announced the immediate release of a CD-ROM with digital photos of its 2000 frame lineup, and cutaways of the company’s futon mattresses.

“This goes right to the heart of the number one issue our dealers are facing,” says Paul Sullivan, GM for United Sleep Products, the licensee for Simmons Futons. “They wanted a simple cost-effective way to provide artwork to their ad agencies and newspapers to help with their advertising campaigns.”

The CD’s high resolution photographs are ideal for advertising. Says Marcus Grimm, Marketing Director for United Sleep Products, “All of the files are TIFF files, so they can be opened with many conventional computer programs, but their predominant purpose is to be used for ad layouts.”

Despite the obvious investment on the part of Simmons, the futon CDs actually turned into a cost-saver for the company.

The CD project has been a real eye-opener for Simmons. “We are constantly looking for ways to provide our dealers with more quality for less money,” says Sullivan. “In this case, the CD was our first move into high-tech marketing, but it won’t be our last.” For more information contact United Sleep at (800) 447-2119.

Two New Premium Mattresses Debut at Gold Bond

Two new mattresses—the futon industry’s first pure natural latex foam mattress and the industry’s finest individually encased heat tempered coil futon mattress—are in full production following instant success on retail floors this spring.

“We’re generating more excitement with these mattresses than at any time in the company’s modern history,” Gold Bond President Bob Naboicheck said. Gold Bond has consistently championed innovations in the fast-growing futon industry.

Gold Bond’s new pure latex rubber futon will be sold as “LatexPlus. The Nature-Made Futon”. It is built from the world’s finest natural latex—domestically produced by Latex Foam Products, Inc. the only manufacturer of latex mattresses and pillows in North America.

New Encased Tempered Spring Futon Introduced

The “Coil Wrap” Encased Spring Futon Mattress” employs the industry’s finest heat tempered individually encased coil. Heat tempering insures Gold Bond’s futon mattresses will retain full resilience over a lifetime of use. Heat tempering eliminates body impressions, “coil sag” and fatigue that may occur in similar innerspring units. It folds into a sofa with ease and back into a bed without “coil memory” or permanent bend.

“It is far more supportive than a traditional futon mattress,” Julia Gruhala of Maryland’s Futon & Bedroom Factory said, “it takes us to the very upscale end of the sofabed business, with far more body support. It has extraordinary body conformity.”

The coil was jointly developed by Gold Bond and Barber Manufacturing, a mid-west furniture supplier to home furnishings leaders such as La-Z-Boy, Century Furniture, Berne Furniture, Best Chairs and other brand names in the furniture industry.

Futon Industry’s Deepest Innerspring Line Up

The Coil Wrap was added to the company’s successful line of Holland Maid¨ innerspring futons -the Cotton Coil™ and the Comfort Coil™ futon mattresses. The new mattress will retail for about $299 and carries a 10 year non-prorated warranty.

Gold Bond is one of America’s largest independently and family-owned sleep product suppliers, and recently expanded into a new, ultra-modern 115,000 square foot factory specifically designed to produce 1,500 to 2,000 futons and innersprings daily.

‘Best Latex Value on Market’

“We sell eight inch latex mattresses for $1,300 and six inch latex mattresses for $1,000. Gold Bond provides consumers with four inches of latex foam rubber that is clearly the best value in latex mattresses for just $399,” Richard Zafft of Fly By Night Futons notes.

Gold Bond manufactures each latex futon mattress with two 2-inch molded latex pieces, two inches of 1.8 density high resiliency foam, four 7/8 inch pieces of super soft high resiliency foam, two heavy batts of world famous Gold Bond cotton batting, and two layers of pure New Zealand virgin wool. The super-premium mattress carries a 15 year non-prorated warranty.

Consumers benefit from latex and wool’s ability to “breathe”—keeping them warm in winter and cooler in the summer. It gently conforms to each contour of the body and provides superior back support and outstanding pressure relief.

‘Like a Fabulous $3,000 Sofa’

“It delivers the comfort equivalency and feel of a three thousand dollar sofabed. It moves us into a whole other genre of futon mattress,” Keith Widlansky, owner of the Futons Plus retail chain in Connecticut, said. “Every customer of ours who checks it out says it is absolutely fabulous,” he added.

The mattress will retail for approximately $399 in full size, Mr. Naboicheck said. “Consumers shopping for a $799 latex mattresses recognize the new Gold Bond entry as a platform bed mattress of superior comfort that offers substantial price savings,” he noted. For more information, please contact Bob Naboicheck, at (800) 873-8498.

Service, R&D, & Sales Education Ensure Continued Success at August Lotz

It is not always easy to develop the upper-end of a product category. August Lotz, manufacturers of mid and upper priced solid wood futon frames and mattresses, knows that all too well. It is a multi-step formula and the product has to be right.

The process begins by polling retailers to find out what furniture styles are selling well and why. Then prototypes are built and reviewed by our engineering department to ensure the design is structurally sound and the style can be efficiently produced in our manufacturing setting. Changes are made and the process repeats itself until the R&D team is confident that the product is right to go to market. “Before we take our new products to the Expo or High Point, there is one more critical step,” says company president, Mark Schlichter. “We apply for patents. Most of our designs and construction technology are unique. Since we invest a lot of time and resources to develop these products, we want our dealers to benefit from it.” Lotz recently was successful in defending some of their patented designs. ”There is no sense in taking the time and spending the money to patent a product if you don’t plan to defend it. At Expo we saw some direct knock-offs. We took appropriate action and the manufacturer agreed not to produce them.”

After the product has been developed, the selling process begins. There are three steps: sell the buyer, sell the retail sales force, and sell the consumer. The response of the buyer is almost universal, “It’s truly a great product, but we have never sold these price points before.” Most concede that they would like to sell them. Then the presentation turns to showing them how to sell August Lotz products. In reality, the product sells itself.

Once the program is put in place, the focus shifts to the retail sales force. They will ultimately decide the fate of all vendors on the floor. The task of showing them the features and benefits of the product cannot be taken lightly. The “what’s in it for me” and “what’s in it for my customer” must be addressed. Lotz gives the salesperson a dependable, quality frame and mattress that will stay sold and not be the cause of problems in the future. Similarly, the customer gets beautiful, dependable furniture that will give them many years of trouble free enjoyment. Lotz has sales tools and point of purchase materials available to explain its products advantages and reinforce the consumer’s buying decision. “The process works,” claims Schlichter. “If we do our job and properly educate the retailer’s sales force, and they do their job in explaining the ‘August Lotz Story’ and demonstrating the products, there is a very high closing rate.” The fact that Lotz receives much repeat business is evidence of high customer satisfaction.

For more information contact August Lotz: (715) 667-5121.