Mello at Providence Futon likes what Miwa is doing with coordinates. The manufacturer does Japanese fabrics in covers that are extremely customizable. The consumer picks the center, border and inlay fabrics in complimentary prints and solids, creating a one-of-a-kind, quilt-like cover.

Elite finds that most of their customers buy from their reorderable line, while discount retailers offer more of Elite’s factory selects. Since a key to competing in business is offering what no one else has, Elite sometimes creates exclusive lines. “For our big retailers we offer new fabric ideas that are not currently in our lines, and we make exclusive futon covers for them,” said McCarthy. “We work with them to determine what will sell in their stores.”

Yeeling does particularly well with factory selects because she carefully tracks what each retail customer is selling and sends them only the types of factory select covers that sell quickly in their stores.

Many consumers are enjoying great design freedom in coordinating futon covers and accessories with the rest of a room. On the other hand, there is still a vast number of consumers who want to walk into a store and walk out with an inexpensive futon cover moments later. With the variety of programs and lines offered by futon manufacturers and retailers, both kinds of consumers are able to find what they want to make their futons their own.

Price

On average, the best-selling retail price point for a futon cover falls in the $99-
$119 range.

Some manufacturers, such as CottonBelle, specifically create more expensive futon covers. The company’s best-selling futon covers are those that are marked up to $160 at retail. CottonBelle has also seen success with an Asian-inspired cover called “Silk Road” that retails for over $300. “I want other futon retailers to know that it is possible to sell something that expensive,” said Rath.

In the least expensive price categories, there are a lot of prints. The futon covers that sell for rock-bottom prices are usually simple, solid-colored cotton covers for about $29.99.

Predictions for the future

Changes to the futon cover business will blow in from the East. “The single biggest challenge to the futon cover business is the impact of China, the Middle East and Turkey in terms of what they’ll be producing and what price points will be,” said Rath.

The direction that futon retailing takes will certainly affect covers. “Burlington is working hard on working with furniture stores,” said VanGenechten. “Most of our retailers are still specialty stores, but I see this changing in the future. As futons move more into traditional furniture stores, so will the futon cover business.”

Rath sees innovation in making futons look more like a “real” sofa than a typical futon with two bolsters and two 20- inch pillows. “Different pillow shapes, fabric-covered buttons and a lot of piping are giving futons a more tailored, ‘real’ furniture look,” she said.

Changes in family life will also affect the business. “Families are doubling up,” said Wiener. “As the cost of living increases, apartments that used to hold two people will now house six. This is increasing the need for multi-use furniture like futons, so business will be increasing.”

As far as the futon covers themselves, it looks like we’ll be seeing more of what’s popular right now: faux leather and suede, washable fabrics and bright colors.

“You can’t beat a good solid-color leather,” said Mello. She also predicts that texture will continue to be popular.

“Shades of pink will stay,” said Hammer. “Pink and brown and blue and brown
combinations are everywhere, so we will continue to see a lot of those.” She thinks contemporary geometric patterns will stay popular.

VanGenechten forecasts retro prints in all fabrics and in colors like lime green, turquoise and lilac.

Martin thinks that colors will be toning down a little–not becoming muted, but
toned down.

All different types of fabric will be available, particularly high performance fabrics. “Suppliers are offering better quality fabric at lower prices,” said Chaffa.

“You can’t go wrong with microfiber,” said Rath. “I would like to see more patterns
in microfiber.”

“We are starting to see more microfibers with embossed patterns or heat-transferred designs,” said Taylor. “Paisley is coming back around too. There's truth in the cycle of the fashion circle!”

Conclusion

As long as individuals have individual tastes, fashions will vary widely. Carrying a broad range of styles is particularly important in the futon world because the futon covers are so easily changeable.

Fashionistas may claim varyingly that “brown is the new black,” “red is the new black,” ad nauseum, but black will always be the real black and will always be in style. Neutrals will always go with everything. Quality will always be in style for discerning consumers.

Enjoy the trends and celebrate the latest fun fashions while remembering to offer classic styles as well. “Carry futon covers that are attractive to mainstream as well as trendy consumers,” McCarthy suggests.
 

Mike Chaffa of Futons, Etc. sums it up: “The basics always sell.”

FL