Futon Price Factor

There is also a built-in price factor. The components of a futon and frame are more expensive in Europe. Cotton for futon, wood for frame, fabrics for futon covers, even the cost of transportation, are more expensive in Europe than in the U.S.; therefore, costs may just be higher.

Then, of course, there is the customer him/herself. At the present time it seems that the average European futon furniture customer is an educated, well-to-do person. Given his/her relative affluence, this futon buyer may be inclined to feel that quality and good design are essential to his/her purchase. Merli describes the average futon buyer as a young (25 to 45 years old), well-educated professional who travels extensively, has a vacation home somewhere, and is concerned about having a healthy, stylish and environmentally friendly lifestyle. He or she usually buys with cash or check, as credit cards only represent 25% of sales, and has no problem waiting a month or two if necessary to get the futon product. Imagine that from an American customer? Even more interesting, the European customer is not in the habit of returning or exchanging what he or she has purchased. If treated well, this consumer can become a faithful lifetime customer for the futon retailer carrying the right goods.

As noted, Europeans are very environmentally conscious. The entire idea of "green" packaging is way ahead of the U.S. Europe has less land and fewer resources than the U.S. So, of course, the all-natural aspect of all-cotton futons plays a role in marketing futons to consumers.

So what is the "hot futon style" in Europe today? Germany appears to be the largest futon market in Europe today. Merli states that the hottest selling product in Germany is a contemporary styled futon platform (full to king size) that may use tatami or hardwood slats. This base is surrounded by a six to twelve inch wide hardwood board with or without modular, removable night tables. These tables can usually be placed in any position around the wooden board. The futon mattress itself is approximately eight inches thick with latex or coconut fiber layers between cotton batting. A fancy futon cover, matching futon pillows and bolsters or a nicely covered down duvet completes the set.

Focusing on the futon itself, FL was curious to know what the European futon industry thinks of the U. S. futon industry. Merli believes that after a few years of initial curiosity, the average European futon industrialist does not necessarily have a high opinion of his American counterpart (So what's new here?). Some of them may import cotton batting for futons when the rate of exchange with the U. S. dollar makes it convenient. However, on the whole, very few Europeans import from the U.S. It seems that Brazil, China and Southeast Asia have been better import markets for European futon manufacturers and marketers.

Is this an opportunity for smart, sensitive and enterprising American businessmen? It certainly does raises the question. One thing appears to be sure, the majority of European futon industrialists see the U. S. futon industry as a group of manufacturers primarily interested in designing and marketing products targeted specifically to the U.S. market.

When asked to cite the names of some leading futon manufacturers in Europe, several names came up. One was Nippon, located Denmark, and another is a company called Softline in northern Italy. Of course, Merli made FL aware of the fact that Futonia is not only one of the leading futon retailers in Italy and Spain, but is also one of the largest tatami importers and futon and futon cover manufacturers in Germany.

The American futon furniture industry needs to take a closer look at the present conditions in Europe. By focusing on price only and not on quality and value they may be shortening their margins as well as their life span. Only if the industry looks at itself as a seller of home furnishings and not just boards in a box will survival and prosperity abound. Editor.