Retail Perspective VOL 8 NO1

Futon Furniture Store Stats

by Gary Boden, 

Concensus Research

The number of valid responses evaluated here is 54, which is relatively small and produces a rather large margin of error (plus or minus about 13 percent). These results, however, are generally consistent with FUTON LIFE surveys conducted in 91 and 92. With the caveat that the conclusions reported here are subject to change with additional data, the results of this preliminary analysis give a broad view of futon retailing in 95.

1. Respondent's characteristics

Ratio of male to female was 4 to 1. Replies come from 27 different states (plus two from Canada). Two-thirds of respondents are retail futon outlet owners, with managers and buyers comprising most of the rest.

2. Respondent's outlet characteristics

Three-quarters of all respondents are involved in specialty stores: Futon specialty at 44 percent; Bedding specialty at 22 percent; and Waterbed specialty at 11 percent Over half operate only one outlet; three-quarters operate one or two outlets.

3. Amount of retail floor space devoted to futons and frames

The median area falls between 1000 and 1999 square feet.

4. Total retail sales for futon furniture in 1995

About one-third under $200,000; one-third between $200,000 and $500,000; remainder over $500,000 in 1995 futon sales. The dollar per square foot for this survey is about $266.67 per sq. ft..

5. Customer characteristics

Two-thirds are in the 21-35 year group. Over 90 percent are in the moderate and low knowledge categories.

6. Most common end use of a futon purchase

Highest response is guest room at 54 percent, followed by living room at 20 percent.

7. Futon Price points

Most responses for a full / double size futon mattress were either at $100-149 (46 percent) or at $150-199 (41 percent). This also means that about 67 percent are probably selling a full-double size futon mattress for more than $130. For a full-double size futon cover, half of all respondents marked $ 40-79; about one-third marked $ 80-119. For a full-double size futon frame, almost half of all respondents marked $ 150-249; one-third marked $ 250-349. (This would lead us to conclude that the average price point for all respondents, for a futon mattress, frame and futon cover is between $349 and $449. The actual response to the last question agrees with this analysis, and in fact shows a slightly higher average.) For a full-double size futon set grouping, half of all respondents marked $ 300-449; about one-third marked $ 450-599.

8. Futon Mattress construction

The cotton with foam futon mattress construction was most commonly sold. About two-thirds of respondents indicated that 61 to 100 percent of their sales were of this futon type. Innerspring futons, all cotton futons, cotton with polyester, and cotton with wool futon also had significant representation, but not as much as cotton-foam futon. All foam, polyester, and other types of mattress construction were rarely sold.

9. Futon Frame construction

The finished hardwood futon frame, unfinished pine futons, and imported metal futon frame construction were most commonly sold. A majority of respondents said that these three types comprised up to 40 percent of their futon sales. The Imported wood frame, oiled hardwood, and unfinished hardwood had smaller representation. Painted hardwood and domestic futon metal frames were rarely sold by the respondents to date.

The remaining questions reveal a favorable response to Futon Life as a trade journal supplying vital information and educational materials to retailers about the futon industry, its trends and its products.