Could this be the second wave? The meteoric rise in popularity of the futon sofa sleeper during the late eighties through the mid nineties is history. The past five years have been years of growth with little fanfare. Though many in the business have done well others have fallen away or dissolved into the panoply of generic sleep specialty shops that just happen to carry futon sofa sleepers. As ubiquitous as “No Payments Until 2006,” in the advertising of even the finest furniture dealers in America are the “FUTONS $99” signs. Our name has been turned to dirt by the cheapening of the futon concept to the point that there is no point.

Sickening as this is from a marketing perspective several bright rays of sunlight are shining through. The recent West Elm catalog (a part of the Williams-Sonoma/Pottery Barn group) features several futon sofa sleepers (futon frame, mattress and cover) in the $499 to $699 range, and that in a catalog that has “main stream urban chic” written all over it. Breuners Home Furnishings via Klaussner Furniture (see story on page 14) is helping legitimize the Lifestyle Solutions’ “sofa bed convertible” as a true main stream alternative to the traditional model. Remember, the mean average for the traditional sofa sleeper was $600 in the F/T consumer buying habits survey of last February (V27N25 February 24, 2003). BJ’s and Sam’s Club have tinkered with a cheap wanna-be from Sealy/Dorel but have found much greater success with a Big Tree unit that retails at close to five hundred bucks.

Consumers have always loved this product. In the final analysis the cheapening by the commodity brokers has done some damage to the word “futon” but the ultimate utility of this comfort based product just seems to ring true when people get it home. Whether they have a seat or lie down for a nap there is so much more comfort bang for the buck. And since it’s all about comfort and versatility: we win.

Couple this with the many fine futon manufacturers who continue to advertise in these pages, and my guess is a second wave is upon us. The next two years will tell the story.

World Market Update

I want to believe it’s going to happen. I want to believe that Santa Claus will be stopping by my house this Christmas. I want to believe that hundreds of futon manufacturers who are patiently waiting for thousands of futon dealers to pay their bills are ready to fork out millions to build the furniture industry’s new Mecca. I want to believe

that every company that has gone bankrupt owing me money will pay me off in full. I want to believe that this August (2003) construction will begin in earnest, and exhibitors will begin to move in to their permanent showrooms some time in October of 2004 for a January 2005 inaugural show. I want to believe that all the marketing hype ever created since the beginning of time is pure truth. I want to believe that all the companies that are listed on the www.lasvegasmarket.com web site have sent large down payment checks to the developers. I want to believe that Elvis is alive somewhere in the building. I want to believe.

Okay, I guess it will eventually happen. Hey I want it to happen. The good folks at WMC want us to come there with our people for that first show. When the economy comes back (and it will), and when terrorist fears subside (and they will) all the hype will become a new complex with over one million square feet of furniture showrooms. I want to believe.

Futon Association Update

Being on the Board of the Association is an opportunity to work closely with some great, hard working people. This is my third term as a Board Member and we have our work cut out for us. Membership is down (as it is in many associations nationwide), and though a plan was implemented a couple of years ago to get more people to participate in the voting and nomination process there was no election this year. The two appointees to the current Board are long time futoneer Japhy Ryder of Crane & Turtle and Mike Schweiger of Verlo. Both will add a lot to our group as we all seek to better define a mission and vision for the future, and help guide FAI and its member companies into our next twenty years. We are standing on the shoulders of those who have gone before us, and with our 20 year anniversary coming up this Spring it looks like the foundation they have built is strong.

FYI—The new 2003-04 Board took over at meetings in Providence, RI in June. Congratulations to Pattie MacMillen the new FAI President. My personal agenda for the next year includes more visibility for FAI, an industry-wide survey to set some benchmarks for our growing category, and a continuing effort to bring more futon retail buyers to the Philadelphia EXPO in 2004. Also on tap for this year is a major decision regarding the 2005 show in Las Vegas. As always, I will be striving to put our best foot forward.

Connie Post Webified

There is a certain air of confidence that comes across when you work with Connie Post. A confidence that is grounded on the fact that she has achieved a level of success in the home furnishings industry based upon her ability to deliver a product that captures both the marketing eye of the dealer and the fashion and passion eye of the female consumer. A consumer, in fact, that is the dominant shopper demographic in our futon industry. So when RTP Advertising (my marketing company) got the call to create the Connie Post Companies web site we were very excited.

The site is now up and running and showcases the many success stories Connie and her team have created. It also features images and background information on the firm’s many product offerings including: Design and Build Out Services, Movables, Decorative Accessories, and Marketing Support, (Connie’s gallery concept) which offers dealers a full service merchandising and marketing plan for their retail environment.