Alternative Bedding Workshop at Futon Expo

At a recent meeting of the Futon Association Board, in Washington, DC, it was decided to include a new workshop for futon furniture specialty retailers. With all the changes taking place in the home furnishings market, especially in the bedding and futon mattress arena it was determined that providing a way to explore more of the alternatives available would be of great value to member companies and show attendees.
“Right now I am focusing on one room in the house. With a strong bedroom category, I have three more chances to make it into my customer's home,” said Dave Buechner, FAI president and retail store owner/operator.
With this interest in mind, the Futon Conference will include a panel discussion focusing on the facts and opportunities available in the Alternative Sleep Surface category. FAI member manufacturers who already make alternative mattresses will be available for questions as well as futon mattress makers and materials suppliers relatively new to the Futon Association. There will be product samples on the exhibit floor as well.

15-20% Growth In Futon Furniture Category is Projected

Suppliers of futon frames, mattresses, and futon covers said 1997 sales grew by 15 to 20% with similar retail growth projected for 1998.
“Some futon specialists tell us they feel threatened by the new non-specialty retailers entering the business. I believe these retailers should not fear the future. Futon specialists continue to be the essence, the heart, of the futon industry,” said Shari Hammer of SIS Covers, America’s leading supplier of futon covers and pillows. “I think specialists will always perform well in futons," she said. SIS projects sales to grow over 15% in 1998.
Robert N. Naboicheck, president of Gold Bond, America’s oldest and largest futon mattress supplier, said “Retailers with the right product mix and the right sales staff are seeing fantastic growth in futons.” He estimates that the 1998 Gold Bond sales will grow 18 to 20%. 1997 was a very successful year for the 98 year-old mattress manufacturing company, he noted, due in large measure to the company’s growing futon mattress volume.
One of the futon industry’s leading imported futon frame manufacturers, Island Futon, reported positive sales growth throughout 1997 and the company anticipates a strong 1998 due to existing and new retail business volume. Island General Manager Sam Leone said, “As the business matures, there’s evidence that the futon furniture category is a more balanced 12 month-a-year business, with less seasonal fluctuations than in the past.”
The Glasser Group, which represents leading manufacturers nationally and internationally, also reported upbeat projections from retailers. Stuart A. Glasser, the Tampa-based company’s president, forecast another year of growth 1998, but he cautioned retailers to fight harder and smarter. “Astute retailers must carefully manage their businesses to insure growth in 1998. This will require balanced inventories, the proper product mix, and a very aggressive advertising and marketing strategy.”
Mr. Glasser said one of his company’s newer clients, solid oak futon frame manufacturer Monticello Oak, is illustrative of the ongoing success of stylish futon furniture. “This line is a classic example of how quality and on-time shipments from a designer line of oak futon frames has become an important part of the business. Retailers call and ask us ‘How do we best retail these’?”
“Retailers who advertised regularly saw growth in the 15 to 20% range last year,” futon advertising specialist Russ Kramer, president of Russ Kramer Creative Futon Marketing Specialists of Tampa said. The industry must continue to build awareness of futons among non-traditional futon buyers, he said. “There is still a vast population of potential buyers that the industry has not yet reached,” Mr. Kramer said. He too expects futon sales’ continued growth, propelled by futon furniture’s style and fashion.

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