Focus on Soft Side of Futon
Big Sleep began as a futon mattress company, but has now become a much broader based “softgoods” company. The company produces ten different futon mattress products, including four innerspring futon units and six other styles that are more typical futon mattress configurations. More importantly, the firm manufactures three lines which they call “non-conventional cushions”, and “The Quick Slip,™” a new futon slipcover design that includes some creative sewing and cushioning.
The first item is the Tri-versal - a solid cushion with the look of a three cushion sofa; the second is the Gatsby Series™ - a futon cushion system in four faux leather colors (black, hunter green, oxblood, and bone) and three classic fabrics from Chris Stone (hunter green, sangria and tiki) and the third is the Dynasty Leather Series™ - a 100% real leather cushion system in three colors (black, hunter green, and oxblood) that acts like a futon but looks like a traditional sofa.
“When dealers see these products they don’t realize they are looking at a futon furniture product,” said Sheppard. And that seems to be the point. Futon dealers, at least those that understand the product, can sell the more typical looking futon furniture as well as these new variations. But for those dealers who don’t understand the category, or don’t believe their customers will buy a “futon” product these new fashion based solutions from Big Sleep may help ease any resistance at both the dealer and consumer levels. These new items may also enhance the opportunity for any dealer to reach a broader base of customers who are looking for a sofa sleeper, but have ruled out or at best have never considered futon furniture as a solution to their dual purpose needs.
“We want to be able to offer any furniture store, specialty store, bedding store an upscale alternative sit and sleep product that just happens to be a futon,” Sheppard said.
With the depth and breadth of the Big Tree/Big Sleep line as a basis for growth I like the group’s chances of reaching those shoppers who have not yet bought into the futon concept. These dealers are mainstream and have up to now only dabbled in our category. Cardi’s Furniture, a local mega-retailer in Southern New England, has recently picked up the Big Tree futon frame line and a Big Sleep cover program. In the past they carried one or two lower end promotional items, but have recently gone upscale. Cardi’s is a prime example of a store that has finally taken a closer look at these products and as Sheppard added, “It has become much too large a category for them not to look at it.”
Futon furniture is slowly finding its way into the main stream and it’s companies like Big Tree and Big Sleep, with their high level of creativity at every stage of the process, that are helping to take us there.
FL