Three Issues as We Are Coming of Age

It has been my experience that with maturity comes a willingness to discuss the weightier matters of life. When I was younger, issues like retirement and my mortality usually didn't make it to the hot topic stage. They now do. In the futon furniture industry our actual maturity, or a lack of it, is becoming a factor. Let's look at the facts. Most vendors and dealers who are presently in the marketplace have, at least, a cursory understanding of the category. New players are coming in at both the vendor and dealer levels. There is a constant shakeout occurring as the landscape of players changes, and the answer to the following question is on the top of everyone's list of vital information, "Where are we?"

In the autumn of 1994, the Futon Association embarked on the difficult task of doing a third party manufacturers survey. It was determined then that without the hard numbers we would always be perceived as an immature stepchild of the larger home furnishings industry.

The process began by hiring Association Research, Inc.. This company is not only expert in its procedures and highly regarded for its integrity, but it is also the same firm used by ISPA and NHFA to track volume and market share, as well as many other statistics important to their members.

To put it simply, they supply hard numbers for two of the most respected trade associations in the home furnishings industry. The second aspect of the plan was more difficult. Unlike the bedding industry, where a small group of very large, mature corporate players dominate the landscape, the futon furniture industry is composed of many smaller players. Another factor to consider, with a component based product, is the real challenge of finding every major manufacturer in every discipline (mattress, frame and mattress cover), and then getting them to respond. Undaunted by the task, Association President, Bob Naboicheck and Administrative Director, Tim Jacobs, aided by the entire Association Board and other past Board members began connecting Association members and non-members alike with the research firm.

This is where the issue of market maturity hit home. Some suppliers balked at releasing their numbers, to the degree that Association Research would not release the initial figures. We had not met the minimum criteria for Association Research to reveal their results. I could say it again in another way but I think you understand. At a recent meeting of the Association Board it was revealed that we are ever so close to getting the participation percentage necessary to have these hard numbers published. For those of you who are in the management position to make these decisions and have decided to keep your much needed numbers to yourself, might I be so bold as to say, "grow up."

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