What furniture consumers are looking for in a recession?

Economists may debate whether we’re in recession, but consumers have already decided that we are—and have changed their purchasing behavior accordingly. Two trend analysts—Faith Popcorn and Britt Beamer—have answer to peer into the crystal ball and weigh in on the opportunities during these tough times.

Faith Popcorn

“Out on the street, no one is asking if we are in a recession,” said trend analyst Faith Popcorn. “They're asking when it will end and where our economy will be by then.”

According to Popcorn, whose BrainReserve consultancy tracks 17 megatrends for major corporations, consumers are changing their shopping behaviors and rethinking their priorities in ways that have special relevance for home furnishings retailers.

A BrainReserve survey fielded in June revealed that consumers are reducing consumption and putting a greater emphasis on their homes. “A full 90 percent of the sample is considering opting out for a simpler life,” Popcorn said. “Four out of five are inclined to buy less. Seventy-two percent want to remove the clutter from their lives.”

The data also shows that there are many pro-home trends that furniture retailers may be able to capitalize upon. Respondents said that they are spending more time at home due to budget constraints, reprioritizing their spending to feather their nest, and investing in home entertainment to save money on going out.

“It’s called the entertainment center for a reason,” Popcorn said. “Retailers should concentrate on how to accessorize and amplify that experience. Think oversize chairs and sofas, modular sofas that are re-configurable, tables that keep food hot (or cold), and entertainment centers that provide storage.”

Of course, when budgets are tight, low prices are always good, but Popcorn said that people are willing to weigh long-term costs against short-term savings. “Appeals that account for the total cost of ownership make sense. I’ll buy a new heating system, because it is energy efficient and makes sense in the long term. ‘Built to last’ is a message that’s likely to resonate today.”

Britt Beamer

Britt Beamer, founder of America’s Research Group, has been studying how the Recession Consumer differs from the consumer of five or 10 years ago. He’s suspicious of claims that less spending outside of the home will translate into more “feathering of the nest.”

“The problem is, if I’m part of a typical two-income family, increases for gas and groceries have taken $500 per month out of my disposable income,” Beamer explained. “Gas prices have ripped out the heart of the furniture industry. The consumer is so focused on getting their basic bills paid that new furniture gets postponed for a long time.”

Beamer said retailers need to reconsider their message during the recession. “Screaming ‘Four years no interest’ isn’t going to do it anymore. Recession Consumers want the discount, not the financing. When you’re struggling, and don’t know if you’ll have a job in 18 months, you don’t want a bunch of bills hanging around your neck.”

Instead, Beamer challenges retailers to create a master narrative for promotions.

“It creates legitimacy,” he continued. “First, you have an inventory clearance sale, which you can use to set up for the next event, which in turn becomes: ‘Hey, now that we are rid of excess merchandise, we can offer great deals on new products’.“

Following this message sequence keeps the consumer alert to future sales. “Too many retailers just jump from one promotion to another and never explain to the consumer what to expect,” he concluded.

Which media is the right conduit in these times? Beemer recommends television commercials (creates immediacy), direct mail (able to target to existing customers) and print (use fewer images, but make them incredible deals), in that order.

Upholstery makers hope economy is 'transitional'

HIGH POINT — Stationary upholstery makers will bring plenty of transitional looks to the market this week, but what they'd really like to do is transition right out of this economy.

Business has slowed to a trickle, so manufacturers interviewed last week seem to think that this market's activity will be reflective of the market slide and other dismal events that have occurred over the past several weeks.

They think dealers will be shopping for values, and will be unwilling to go out on a limb for anything risky.

“I think business is going to be — and I hate to say this — average,” said Ken Church of upholstery maker and importer Westgate, which opened six months ago and is now shipping product.

“It isn't going to be an optimistically good market,” he added, “because there is just too much crowding everybody's anxieties. I don't think you'll see a lot of emotional buying. I think it will be for things that are necessary and compelling.”

He added, “What I'm afraid of is that a lot of people are going to put forth a lot of effort this market and are going to sell some floor samples. But unless retail picks up and we get some turns on retail floors, it's going to be a tenuous time for furniture.”

Others agree but nonetheless are rolling out ambitious assortments. Bernhardt, for example, is offering its nine-group Interiors collection backed by three-week delivery and a lengthy merchandise program; Highland House is launching a major collection of upholstery, case goods and occasional with Pierre Deux; Marge Carson will introduce 28 upholstery pieces with an array of couture fabrics; Lazar will premiere a collection with design guru Michael Payne; Miles Talbott will show Joe Ruggiero, and so on.

“I think the jury's out as what attendance will be,” said Del Starnes, president of upper-end producer Taylor King. “But I'll tell you this — those who come to the Taylor King showroom will find a lot of new product introductions and a lot of great new fabrics. We've gone at this market just as aggressively as any other market.

“We feel like with times as tough as they are, we need to try to put our best foot forward to give our retail partners the best product we can to freshen their floors,” Starnes added. “If we don't do that, we're taking a step backwards. If we ever get to the point where we think that way, we'll see attendance dropping more.”

Taylor King will be true to its word this market, offering a revamped product line for its entry-level Kings Road collection, now with a transitional feel. “And we're going to have programs that hopefully will make it attractive to retailers.”

Likewise, Norman Coley, president of Lee Inds., said he expects that dealers will be asking about marketing programs, additional dating, discounts and other programs to get them over the bumps.

“I think we'll have a lot of conversations about that,” he said. “I don't know how we're going to handle it because we're in the same boat as they are.”

Coley thinks the market “is going to be very somber. I can't imagine otherwise. I do know from the people I've called that they're still coming. I think attendance is going to be OK, at least for our customer base, but we're not going to break any records as far as order-writing. We'll capture what we're due but I think it's going to be a tough market.”

Traveling through Georgia when interviewed, Coley said that despite flat sales, merchants appeared optimistic anyway. “They're all coming to market and they're looking for some excitement (in product) that's going to separate them from the rest of the pack,” he added.

Coley said Lee will provide that through a new generation of slipcover upholstery, relaxed looks using linen, and a new pillow program. In addition, the company will offer a custom-by-the-inch program for every piece in its line.

“The accounts that I've talked to say, well, if you can do that, we won't have to carry anyone else,” Coley said. “That's my intent — to give them something they can't get anywhere else. And this is the way to do it.”

He said the company also has worked on putting detail into products, which doesn't cost much but adds a lot of value.

“If they show up,” he said, “we'll have something for them.”

Bedroom, dining room producers offering plenty of styles

HIGH POINT — Case goods buyers shopping this market will find plenty of styles to offer in both bedroom and formal dining. While this includes the core categories of traditional and contemporary, country, coastal cottage and other lifestyle looks also play an important role, particularly among those vendors seeking to attract younger customers.

But in many cases, vendors are responding to the glut of product already on the market. That means buyers will find fewer and shorter collections with lower piece counts. This approach is meant to serve those dealers not looking to overcrowd their floors with excessive inventory. It's also aimed at better managing the production and flow of goods during the economic slowdown.

At the same time, vendors also are offering pieces with plenty of technologically friendly and space-saving functions, such as storage beds and media chests.

“With the economic downturn, this company is not going to try to introduce as much product,” said Lee Boone, president of case goods importer Legacy Classic. “We are going to try to pick the best ideas and collections we have and focus on getting the best items placed. We are trying to be as lean and as focused as we can.”

This market, Legacy is showing three main collections, down from the four that it showed at premarket. These each have between 20 and 25 SKUs of bedroom and dining room, which Boone said may reflect a decision to have one less chair or two beds in a collection instead of three.

This also helps the factory become more efficient by running more of fewer pieces, which in turn, helps keep prices down. This market, Legacy's wood panel beds, for example, start at about $599 to $699, while five-piece dining rooms retail at $899.

Cresent Fine Furnishings' Berry Hill is a traditional, seven-piece bedroom with Louis Philippe and West Indies design influences. Made with plantation-grown mahogany solids in a hand-rubbed, black tea finish, the group features two $1,499 retail beds. These include a Planter's Bed with rope-carved headposts and a low footboard and a low-profile sleigh bed with low turned feet and rope-carved plinth molding.

Berry Hill also has a media dresser and mirror, a plasma console, dressing chest and a nightstand.

Cresent kept the collection short to focus on select items.

“We keep the introductions very focused,” said Richard Tomkins, vice president of sales and marketing. “What we hear from retailers is that they are not buying 25-piece bedroom collections. They can't floor all the collections — it doesn't make sense.”

Tomkins added that the limited SKU count also helps Cresent better manage inventory for retailers and ship those goods on time.

Lane Home Furnishings is launching two main collections this market, both of which aim at strong growth areas — Arts & Crafts and casual contemporary. While not abandoning licensed collections such as its popular National Geographic and Country Living lines, it wanted to focus this time on the Lane brand, said Ray Allori, vice president of merchandising for the wood division.

“Our approach is that comfortable bedroom solution from Lane that approaches mainstream styling,” he said. “We felt we needed to attack the mainstream.”

With about two dozen SKUs of bedroom and dining (not including additional home entertainment and occasional pieces) the collections have about 10% fewer pieces than usual, Allori said.

Within the two collections, Lane also has focused on pieces and features dealers and consumers want, including cedar-lined drawers, beds with optional storage, media chests and charging stations on nightstands.

“We maintained the scale and the features and benefits,” Allori said.

Meanwhile, dining strays more toward casual, “family friendly” vs. formal footprints. The dining includes chinas that are scaled to look more like servers and smaller-scale tables that fit more in smaller dining settings either in the kitchen or off the formal dining room.

This market, Fine Furniture Design & Marketing is filling in the “good” part of its good, better, best lineup with two 12- to 14-piece bedroom-only groups. With beds retailing at $1,199, these focus on two distinct styles, that include an updated Louis Philippe and an Arts & Crafts-inspired bedroom.

“We have product in all three price tiers, but we are expanding the 'good' category in bedroom-only to take advantage of the second and third bedroom in homes today,” said Jim Adams, vice president of product design and marketing.

An additional collection, Ravello, falls in the “better” price category with beds retailing at $1,499 to $1,699. The 36-piece, relaxed European traditional-influenced collection also has dining room, occasional and upholstery.

The balance of product in all three collections is aimed at a variety of consumer tastes and budgets.

“We are positioned well for people who are trading down and trading up,” Adams said.

Pulaski has sharpened its price points by going to a cleaner-lined approach. It is introducing new transitional and contemporary-styled four-piece bedrooms in the $1,499 to $2,499 range — lower than its typically price points of $1,999 to $2,999 seen a couple of years ago.

The sets are largely geared to younger consumers who have money to spend, but who may be living in smaller starter homes or condos.

“The cases and the beds are scaled down — it's a lot more scaled down compared to what it was five years ago,” said Page Wilson, vice president of sales and marketing, adding that the reduced sizes means more can fit on a container.

“And the young consumer that has a lot of dollars to spend, they prefer that mold of scaled-down product.”

However, not everyone is going with shorter or smaller-scale product collections this market. Hooker Furniture is launching a new 70-piece European traditional, grand-scale collection called Beladora.

And Stanley Furniture is launching an 80-piece coastal cottage-inspired lifestyle collection called Coastal Living. The Coastal Living SKU count rises dramatically through the availability of 14 finish options.

Vaughan Furniture is introducing 500 new SKUs this market, spread out over 11 bedroom collections, seven of which also have dining room, occasional and home entertainment. Covering a broad range of styles, the dining includes some formal sets, as well as more casual sets that feature gathering-height tables and smaller buffets or sideboards.

The large SKU count largely reflects Vaughan's efforts to rebuild the line from a domestic/import product mix to an all-import line. But it also reflects the company's desire to give retailers plenty of options.

“We think we will have more than enough for everybody to choose from,” said Taylor Vaughan, president and CEO. “Naturally, we would like to have as few SKUs as possible, but we don't want to sell ourselves short or the dealers short by limiting what's going to be out there. Let the dealer and the market determine that.”

Magnussen Home has five new bedroom groups and new three dining rooms this market as well as 15 to 20 occasional groups.

“We didn't pull back any because business conditions are light,” said Don Essenberg, executive vice president and chief marketing officer. “We continue to focus on the emerging Gen X and Gen Y consumer.”

That said, the groups feature largely contemporary or lifestyle-inspired designs with the type of functionality dealers that have come to expect from Magnussen. Bedrooms have optional storage beds as well as media chests versus the traditional armoire. Cocktails also have laptop friendly functionality in the form of lift-top tables with plenty of storage capacity.

“The consumer wants furniture that does something different than their parent's furniture and their grandparent's furniture,” Essenberg said, adding that reduced scale is also important for younger consumers living in smaller homes, apartments and condos.

Century's Milan collection is a contemporary collection but without what Vice President of Marketing Ed Tashjian calls very hard angular looks that have “all the charm of a prison cell, but without the warmth.”

The 40-piece Milan instead has graceful curves accentuated by satin walnut veneers and American walnut veneers in a clear finish that highlights the grain pattern. Dining tables that seat as many as 10 people are built from a single slab of de-barked walnut that sits on a highly polished steel base.

Tashjian agrees the SKU count for this and a new 40-piece, Asian-inspired occasional collection may be larger than most other companies are showing in this economic climate. But he believes that having a larger selection will help Century maintain its status in the marketplace and be ready for a turnaround when it happens.

“One side of the argument says that if the customers aren't hungry, then putting all the food out on the buffet line is a waste, he said. “The other point of view is that if you want to have the reputation of having the best buffet in town, you can't dumb it down. When the other guys have fallen back, that's when you want to surge ahead and gain ground.”

Improvements in outdoor upholstery fabric lead to stylish selections

Thibaut Inc.'s Courtyard Collection is the company’s first indoor/outdoor offering of colorfast, stain-resistant prints and woven upholstery fabric. Patterns can be mixed and matched to create a custom look for porches, patios, decks, kitchens, family rooms, baths, bedrooms and more. Shown here, in the Aqua colorway, is Bolton–a large, Jacobean woven pattern with a modern graphic look.

Textiles designed specifically for outdoor use have been around since 1961– the year that textile manufacturer Glen Raven Inc. introduced Sunbrella®, a ground-breaking, solution-dyed acrylic able to withstand prolonged exposure to sunlight, water and other outdoor elements. However, for many years, outdoor pattern and color choices remained extremely limited, and the hand of these fabrics was far from luxurious.

More recently, the number of resources offering outdoor fabric options has surged, in keeping with the increased attention paid to the design of outdoor living areas in general. The same market forces that have been driving sales of outdoor furniture and accessories also have been driving improvements in upholstery fabric, ushering in a new generation of stylish performance products at home anywhere sun-, stain- and water-resistance is desired.

Among the most recent illustrations of this trend is Thibaut Inc.’s Courtyard Collection, the company’s first-ever outdoor offering of upholstery fabric. Developed in response to customer demand, the collection features colorfast, stain-resistant prints and wovens that are perfect for outdoor and indoor use.

“Two patterns in particular—Bolton and Gabriel—are suitable for indoor use because they don’t have an outdoor theme and are family-friendly, with a lot of charm,” said Thibaut’s Stacy Senior. Bolton is a woven upholstery fabric with a large, graphic, Jacobean-inspired pattern that pairs well with Gabriel, a modern trellis design with geometric, interlocking diamonds.

Meanwhile, Sunbrella originator Glen Raven is working hard to put a fashion spin—in the most literal sense—on its newest collection of woven jacquard performance fabrics. To call attention to the stylish new look of what used to be utilitarian outdoor products, the company is sponsoring fashion shows, in furniture stores, featuring apparel made from its fabrics. The events are hosted by home furnishings expert Joe Ruggiero, who designs Sunbrella fabrics and the outfits worn during the shows.

“The fashion shows are an example of taking a familiar product and putting it into a different context for a huge impact,” Ruggiero said. “Another benefit of the fashion shows is how they illustrate the crossover in design influences between home furnishings and apparel. Many of the fabrics that I am designing today are influenced by trends in apparel, and the Sunbrella fashion shows really bring that point across.”

Tips for creating holiday retail vignettes

Regardless of whether you greet customers with a hearty “Merry Christmas” or “Happy Holidays” make sure your retail vignettes and merchandise put shoppers in the mood to leave a little green this holiday season.

www.midwestofcannonfalls.com

Oversized ornaments, tabletop decorations, and holiday dinnerware and textiles can be used to dress up even the most basic home furnishings––a white dining table, charcoal Windsor chairs and a burgundy rug––and create dazzling retail vignettes. Shown here are a few items from Seasons of Cannon Falls’ Christmas Glitz Collection: large, metal ornaments; Star topiaries in metal planters; and metal Christmas trees with whimsical polka dots, stripes, glitter and sequins. The collection's dominant colors are red, lime green and white.

www.annieglass.com

Decorative accessories, tabletop products and textiles with seasonal designs (think snowflakes), rather than holiday-specific designs (Santa Claus), may appeal to more consumers because these nondenominational items can be used well after Christmas. Annieglass’ limited-edition, 12-inch-round snowflake cookie platter, for instance, has fine gold detailing, and is signed, numbered and registered. It’s also available with 24 karat gold or platinum detailing.

Scented candles and diffusers that emit fragrances associated with Christmas—sugar cookies, pine trees, bayberry—are a great way to get customers into the holiday mood. Illume’s Balsam & Cedar Collection features pillars, votives, classic jar candles, reed diffusers and more in a variety of sizes and styles. www.illumecandles.com

www.extraweave.com

Extra Weave USA's Peppermint doormats come in six red-and-white designs, including a stripe that conjures up images of candy canes. Each measures 18 by 30 inches and is slip-resistant. Consider placing an assortment in your rug gallery or in one of your retail vignettes.

GIFT-SELLING TIPS

Design, lifestyle and gift expert Tara Riceberg, owner of Tweak in Beverly Hills, CA, has studied the art of gift buying, merchandising and giving from the inside out. Here are her top tips for furniture retailers looking to cash in on the lucrative gift business during the upcoming holiday season.

1. Shop for gifts that offer a big bang for the buck, especially this year. Consumers are exhausted by the rising cost of living.

2. Buy items that are fun and functional, such as decorative trays, vases, bowls and candles. Search for multifunctional gifts—a champagne bucket that could serve as a cachepot for an orchid or a waste basket in the powder room.

3. Remember that most people shop by price for Christmas gifts, so try to offer something for everyone by merchandising at a variety of price points. The most logical breakdowns are under $35, $35-$60, $60-$100, $100-$200 and more than $200.

4. Pre-wrap gifts using beautiful paper, ribbons and clever embellishments. While it’s more expensive and time-consuming to prep gift assortments this way, customers will be delighted when they see gift-wrapped gems.

5. Buy from vendors that ship items packed in gift boxes. It will make gift wrapping easier.

6. Limit your purchase of holiday items to avoid having to hold an after-Christmas sale.

Furniture consumers pay attention to mattress details

Bedroom furniture isn't complete without a mattress. And while furniture consumers want their beds to be comfortable, they also care about how their mattresses look. Mattresses might be about comfort above all, but on the salesfloor style is just as important as substance, which is why manufacturers leave no detail—from the border design to the ticking’s touch—to chance. While your sales staff should be prepared to talk about technical points, these mattresses are just as ready to speak for themselves.

	Restonic’s promotionally priced, 70th anniversary ComfortCare™ innerspring line includes a cashmere Euro top plush mattress (shown) that features a RestoFoam™ and Quiltflex™ comfort quilt and a RestoFoam™ and Dunlop latex comfort layer.
	Simmons’ Natural Elite mattresses feature Talalay latex made from biodegradable materials that are resistant to dust mites, mold and mildew; a layer of soy-enhanced base foam; and soy-enhanced foam edge support. Other features include Simmons’ smooth-top EvenLoft construction, a natural knit cover made from wood fibers and a Triton® foundation made from 100 percent sustainable wood and up to 80 percent recycled steel. Pikes Peak (shown) is one of the collection’s four mattress models.
	Englander is going to market with a back-to-basics strategy in an attempt to make the case for two-sided mattresses. Englander’s American Spirit Collection might be promotionally priced, but it provides posh presentation possibilities, with its clean white ticking and woven-basket border. The pillow-top model is shown.
	Natura World’s Eco Transcend mattress features all-natural Talalay latex atop ash wood dual slats for a supportive feel that adjusts to the body’s curves. The removable cushion top is filled with 2 inches of natural latex and a layer of organic Natura Grow Wool™ for a temperature-controlled sleep.
	Sealy has debut its new Posturepedic line, PurEmbrace, at the Las Vegas Market, July 28-Aug. 1. The line features Sealy’s Pressure Relief Inlay system and proprietary, hypoallergenic Smart Latex™. The Angelica Falls model (shown) features a cushion-firm Euro top, microsuede and cotton-weave border, and a lush knit surface.

Get head start in premarket at High Point Market

A number of years ago, when the dynamics of this business really started to change, Alan Cole, now president and CEO of Hooker Furniture Upholstery, was fond of observing that “the business is no longer about the big eating the little. Now, it's all about the nimble eating the slow.”

Alan's observations were right on the money.

In today's world of instant gratification, speed to market has become a non-negotiable. Consumers, forced to get more done in less time, have little tolerance for retailers who don't offer timely solutions.

Probably nowhere is this more obvious than when consumers shop online. The statistics indicate that if the shopper doesn't quickly find what she is looking for on a Web site, she has clicked you off in a matter of a few minutes.

So, my unsolicited advice to retailers is this: Be ready when she shows up, either in your store or online. The same applies to suppliers showing new goods to retailers. Be focused, be ready and be right!

With the High Point Market right around the corner, premarket, set for Sept 15-16, could be a great opportunity for suppliers and retailers to make sure they have their respective ducks in a row.

Exhibitors at premarket get a chance to spend time garnering input and feedback about their introductions from their key retail customers.

And even with a good portion of case goods coming from Asia, suppliers participating at premarket say they still have enough time to tweak things such as hardware and finishes based on opinions of retailers shopping premarket.

Retailers attending this event can see actual product, kick the tires, share suggestions with suppliers and still have 30 days to determine if the lines presented will work on their selling floors.

The other benefit for retailers is that they also get a chance — away from the often frantic pace of market — to visit and network with other retailers.

Either way, exhibitors and retailers will each leave premarket better prepared for market.

And if the race these days is indeed more about speed than size, why wouldn't you use any and every tool that could put you out in front of the pack?

High Point premarket will feature 62 exhibitors

A total of 62 case goods and upholstery resources say they will open their showrooms here during the Sept. 15-16 premarket.

They include 22 companies that are sponsors for the event, contributing funds to provide food, lodging and transportation to retailers who attend.

The sponsors and showroom locations are:

• A.R.T. Furniture - Plaza Suites, 220 S. Main, 200
• American Drew - International Home Furnishings Center, 210 E. Commerce Ave., C-926
• Aspenhome - IHFC,
• C-1258
• Bernhardt - IHFC, D-601
• Broyhill - IHFC, C-600
• Casana - 220 Elm, 400
• Hammary - IHFC, C-354
• Hekman - Hamilton Wrenn, 200 N. Hamilton St., 107
• Hooker Furniture - IHFC, W-1047
• Ideaitalia - 501 W. Green Drive
• Kincaid - IHFC, H-1204
• Lea Inds. - IHFC, C-934
• Leather Trend - Plaza Suites, 300
• Legacy Classic - Plaza Suites, C-100
• Natuzzi - 130 W. Commerce Ave.
• Pulaski - 220 Elm, 220
• Riverside Furniture - IHFC, C-302
• Rowe - IHFC, Space
• C-1058
• SLF - 220 Elm, 220
• Stanley Furniture - IHFC, C-1158
• Universal - 2622 Uwharrie Road
• Vaughan-Bassett - IHFC, C-1000

Another 40 companies are not sponsors, but say they also will open their doors to retailers during premarket. They include:

• A-America, Center Point, 401 S. Hamilton St., 101
• Added Oomph - 500 N. Wrenn
• Allyson Furniture Inds., Center Point on Manning, 401 Manning St., 160
• American Woodcrafters - Center Point, 103
• Austin Gray - 208 E. Green Drive
• BK Home - Market on Green, 233 S. Main St., 601
• Carolina Mattress Guild - Plaza Suites, 1-559
• Carter Furniture - IHFC, H-538
• CR-Home, Showplace, 2400
• Davis International, Center Point on Centennial, 401 S. Centennial St., 70
• ECI, Center Point, 1104
• H.M. Richards - Market on Green, 205, 206
• Home Trends and Design - IHFC, Interhall 310, 312
• Huffman-Koos - 209 N. Main St.
• Jofran - Plaza Suites, C-109
• John Thomas, 215 S. Main St., 1st floor
• Jonathan Louis, Center Point on Centennial, 25
• Kathy Ireland Home By Martin - National Furniture Mart, 200 S. Main, 702
• Klote International - 220 Elm, 306
• Lee Furniture - 142 S. Main
• Liberty, Center Point on Manning, 260
• Ligna Furniture - IHFC, H-541
• Ligo Products - National Furniture Mart, 102
• Linwood Furniture - 1690 English Road
• Mac Motion, Center Point, 206
• New Generations, Center Point, 203
• Orleans Furniture - Market on Main, 233 S. Main St., 3rd Floor
• PeopLoungers, Center Point, 209
• Pioneer, Center Point on Centennial, 10
• Prestige Furniture, Center Point, 207
• Prime Resources International - 220 Elm, 106 and 108
• Progressive 220 Elm, 218
• Sligh, Hamilton Wrenn, 310 N. Hamilton, 204
• Southern Motion, Center Point, 1102
• Straight Line Resources, Center Point, 204
• StyleLine - 328 S. Main St.
• Tera Furniture - 220 Elm, 320
• Ultimate Accents - IHFC, H-545
• Violino - Market on Green, 602
• W. Schillig - 220 Elm, 316

ARTS Awards Finalists announced by Dallas Market Center

The Dallas Market Center and the Accessories Resource Team has announced the finalists for the 20^th annual ARTS Awards, which recognize outstanding retailers, product designers, manufacturers and sales representatives in the home furnishings industry.

The ARTS Awards will be presented during a gala on Jan. 17, 2009, during the Dallas Total Home & Gift Market, taking place Jan. 14-20 at the Dallas Market Center.

Finalists were nominated by fellow members of the home furnishings industry, and each finalist must submit a portfolio that will be reviewed by a panel of judges to determine the winners.

This year, the judges include: Mark McMenamin, Senior Editor at Interior Design magazine; Janace Clarke, associate professor of fashion merchandising at Texas Christian University; Rawlins Gililand, retail consultant and expert; Helen Erdman, founder of Helen Erdman Interiors; and Pat Mayfield, founder and president of a business consulting company.

The following are the list of nominees:

Manufacturers

Accent Furniture

• Bungalow Five, Inc – Oakland, NJ
• Selamat Designs – Mill Valley, CA
• Vintage – Lancaster, KY

Area Rugs

• Feizy Rugs – Dallas, TX
• Loloi Rugs – Dallas, TX
• Surya – Calhoun, GA

Decorative Accessories

• Cyan Design – Fort Worth, TX
• IMAX Corporation – Tulsa, OK
• The Phillips Collection – High Point, NC
• Two’s Company, Inc. – Elmsford, NY

Lighting Fixtures

• Fine Art Lamps – Miami Lakes, FL
• Kalco Lighting, LLC – Las Vegas, NV
• Progress Lighting – Greenville, SC
• Stonegate Designs – St. Joseph, MI
• Uncommon Radiance – Chicago, IL

Outdoor Living

• Emissary – Atlanta, GA
• Palecek – Richmond, CA
• Starlight Lanterns, Inc. – Fort Walton Beach, FL

Permanent Floral

• Immortalis Botanicals – Farmville, VA
• SIA Home Fashion – France
• Winward International, Inc. – Union City, CA

Portable Lamps

• Arteriors Home – Dallas, TX
• Oriental Accent, Inc. – Dallas, TX
• Sterling Industries – Norcross, GA
• Visual Comfort & Co. – Houston, TX

Tabletop

• Arthur Court Designs – Brisbane, CA
• Beatriz Ball Collection – Harvey, LA
• The Mary Carol Home Collection by Gerson Companies – Olathe, KS
• Vietri – Hillsborough, NC

Wall Décor

• Art Dreams Home – Ventura, CA
• Paragon – Albertville, AL
• Uttermost – Rocky Mount, VA

International Retail Store

• Casa de Linos y Blancos – S.A. de C.V., Mexico, DF
• Ma Maison Interiores – Miguel Hidalgo, Mexico, DF
• Union Lighting & Furnishings – Toronto, Ontario, Canada

Product Designer

• Allan Palececk, Palecek – Richmond, CA
• Karyl Pierce Paxton, Pierce Paxton Design Studio – New Orleans, LA
• Lance Marconi, EMI Design – Chicago, IL
• Mark Abrams, Mark Abrams Design – Greensboro, NC

Sales Representative

East/Atlantic

• Danny Weave, Danny Weaver & Associates, Inc. – Pickens, SC
• Lizzette Hayes Winters, Lightlines – Pleasant View, TN
• Russ Jones, OneCoast Northeast Home – New York, NY

Midwest/Southwest

• Derrick Ricketts, Codarus – Pearland, TX
• Martha Kean, Doris Sanders LTD – Houston, TX
• Michelle Cheek, OneCoast Southwest Home – Morrilton, AR

West

• Laura Fast, OneCoast – Denver, CO
• Laurel Sprawkins, Northwest Lighting – Gresham, OR
• Linda Northcutt, LGN, Inc. – Bothell, WA

Rising Star Retailer

• Lyteworks – Bradenton, FL
• Leon & Lulu – Clawson, MI
• Oz Collection – Louisville, KY

Retailer

Furniture Store

East/Atlantic

• 24e – Savannah, GA
• Atchison Imports, Inc. – Mobile, AL
• Robb & Stucky Interiors – Fort Myers, FL

Midwest/South

• HW Home – Boulder, CO
• Kohl-Linscomb – Houston, TX
• Noel Furniture – Houston, TX

West

• Interior Illusions – West Hollywood, CA
• Landfair Furniture + Design Gallery – Portland, OR

Home Accent Store

East/Atlantic

• Ambiance Interiors & Gifts – Suwanee, GA
• Gracious Home – New York, NY
• L&M Designs – Gaithersburg, MD

Midwest/Southwest

• BJ’s Home Accents, Inc. – Newburgh, IN
• Nell Hill’s – Atchison, KS
• The Burlap Horse – Boerne, TX

West

• Fitzsu – Los Angeles, CA
• Pandora’s – Santa Fe, NM
• Seaside Home – La Jolla, CA

Lighting Showroom

East/Atlantic

• Capitol Lighting – Boca Raton, FL
• Ferguson – Charleston, SC
• Klaff’s, Inc. – Norwalk, CT

Midwest/Southwest

• Echo Lighting Design Gallery – Omaha, NE
• Lights Fantastic – Carrollton, TX

West

• Five Rivers, Inc. – Boise, ID
• James Ashjian Lighting & Home – Fresno, CA
• Legacy Lighting & Home – Scottsdale, AZ

Download The 20^th Annual ARTS Awards Finalist List (PDF)

Sage Award nominations due by Sept. 5

HIGH POINT - Nominees are being sought for the Sage Awards, which will recognize companies employing sustainability practices in the home furnishings industry.

The awards, developed by the American Home Furnishings Alliance and sponsored by Cargill's BiOH polyols, will be given to a manufacturer, retailer or designer of finished home furnishings or bedding. According to a press release, the nominees must show leadership in reducing their company's environmental footprint and expanding its positive social impact while running a profitable business.

The deadline to enter is 5 p.m. EST Friday, Sept. 5. Click here for an online entry form and instructions.

The entries will be judged by a cross-section of journalists and industry representatives. They are: Ray Allegrezza, editor-in-chief of Furniture/Today; Seth Bauer, vice president, editorial director of National Geographic's Green Guide; Derick Belden, executive editor of Southern Living Magazine; Steve DeHaan, executive vice president of the National Home Furnishings Assn.; Richard Doyle, president of the International Sleep Products Assn.; Daphne Hewitt, project manager for the Rainforest Alliance TREES Program; Susan Inglis, executive director of the Sustainable Furnishings Council; Bill Perdue, vice president of Environment, Health and Safety for the American Home Furnishings Alliance; Leanne Powell, manager of National Corporate Leadership for United Way of America; and Powell Slaughter, senior editor for Home Furnishings Business.

Company names will be removed from the applications and will not be shared with judges during the process.

Up to three finalists will be named at a 7:30 a.m. breakfast on Oct. 21 during the High Point Market. The winner will be announced at a reception on Nov. 13 during the AHFA's Sustainability Summit. That event is set for 5:30 p.m. at the Proximity Hotel in Greensboro, N.C.

Bedding sources expand green offerings

LAS VEGAS — Green mattress lines are blooming in bedding showrooms at this week’s furniture market here.

A number of bedding producers are expanding their green offerings, unveiling products that utilize soy-based foams and natural latex foams, and are covered with organic cotton covers.

The eco-bedding movement is on the upswing, those producers say.

Natura, a leader in the green category, is using a waterfall and other natural elements to highlight its broad line of natural and organic bedding in its expanded showroom in World Market Center A- 950.

“As the eco-bedding category grows, Natura is the national brand that has created a one-stop shop for retailers,” said Ralph Rossdeutscher, president. “We’re committed to delivering the finest quality, natural solutions for better sleep for every bedroom in the home.”

New from Natura this market are Eco-Advantage and Eco Transcend, both designed entirely with earth-friendly materials from the sustainable hardwood frame to the 100% organic cotton mattress covers. The beds are free from chemicals, pesticides and dyes, the company said. Both models include a layer of organic Natura Grow Wool to create a temperature-controlled sleep environment.

Natura also said it is expanding its Organic Series to include pure organic cotton sheets.

Aireloom is making a major push in natural bedding this market. It is showing two eco-friendly models, Aireloom Hybrid and Aireloom Bamboo, and is also bringing out its Aireloom Natural line, which the company is billing as the finest in organic luxury sleep systems. Materials include organic cotton tickings, natural Talalay latex, certified organic wool, certified organic cotton, organic cashmere, imported horsehair, natural flax and sustainable forest lumber.

Retails for the new Aireloom models range from $1,299 to $25,000.

Strobel is showing its Organic Breathe-Easy collection, retailing from $1,799 to $3,999. The beds feature pure organic cotton stretch covers with suede quilted borders. The mattresses use soy-based visco foams and natural latex foams.

Mark Strobel, president, noted that Sears.com carries a number of the company’s organic mattresses, and said that exposure will help drive consumers to other Strobel dealers.

As its name suggests, the Anatomic Global Eco Memory Foam company is going green with various plant-based memory foam beds retailing from $1,099 to $3,499.

Also in the green arena, Land and Sky says it now features a 100% organic product line as part of its commitment to safe, natural sleep. The all-latex line has always been 100% organic, but now the company has made its Mountain View line of innercoil-latex mattresses organic as well. The new Mountain View boxtop mattress has a separate layer of latex in the top layer.

“This is the final step to take in providing customers and their families with all-natural, safe products they want in their homes,” said Ron Larson, president of Land and Sky, of the move to a 100% organic product line.

And Gotcha Covered, a sleep accessories producer, is introducing its new Pure collection of pillows and mattress protectors crafted from 100% certified organic cotton jersey, imported from Canada and fabricated in the United States. “We are thrilled to be launching the Pure line,” said Lisa Bernath, co-owner. “Our intention is to provide a 100% organic sleeping surface that is so luscious that it can be used as a sheet and protector in one. In our discussions with retailers and hotel owners, it’s also become evident how much customers value products made in the U.S.A.”

No risk from lead in leather, says University of Cincinnati Leather Research Lab

HIGH POINT — Lead in leather upholstery finishes presents no risk to health or safety, the University of Cincinnati Leather Research Lab has concluded in testing done for the American Home Furnishings Alliance.

In light of pending legislation in Congress and the controversy surrounding the incidence of lead in consumer products, the AHFA earlier this year explored whether the furniture industry should be concerned about the use of lead-based pigments in its products.

The latest testing centered on leather, bonded leather, bycast and vinyl.

The University of Cincinnati Leather Research Lab said it determined that “even in the most extreme exposure circumstances” a leather finish containing lead does not present a health or safety risk.

The U.S. Consumer Product Safety Commission has determined that residential leather upholstered furniture intended for adult use is not covered under current regulation. Similarly, it is not covered in the new legislation as currently proposed.

AHFA cautions that this research was based on limited testing. The alliance continues to encourage companies to conduct independent testing and to communicate with suppliers about restrictions on lead in products produced for sale in the United States.

Consumer products are covered by federal regulations that limit the amount of lead in paint, as well as standards that limit lead in toys and vinyl products intended for children. Both the U.S. House and Senate versions of the legislation now under consideration would apply more stringent lead limits.

The new legislation primarily targets toys and jewelry intended for children, but also covers paints, coatings, plastics, electronics, batteries and textiles. It would apply to furniture coatings and any furniture intended for children’s use.

Ikea top furniture store in Canadian survey

TORONTO — Canadian consumers say Ikea is their country’s top furniture retailer, according to a survey by Kubas Consulting, a retail specialist based here.

The research firm surveyed 1,243 Canadian consumers in February, concentrating on urban markets that represent more than 50% of the country’s retail sales.

The survey’s results are published in this year’s edition of the Major Market Retail Report, which is available for a minimum fee of C$3,295.

Ed Strapagiel, Kubas vice president, said the survey asked respondents to rank retailers — in a multitude of categories in addition to furniture, appliances and consumer electronics.

“It’s not just a popularity contest,” Strapagiel said. “The results are much more realistic, based on shoppers’ personal experience.”

Consumers gave The Brick the No. 2 spot and, in a move that will no doubt surprise most furniture industry insiders, Wal-Mart Canada was ranked third.

Others mentioned in the furniture and appliances category of the survey were Bombay Company, Brault & Martineau, Corbeil, Leon’s, Sears Whole Home, Sleep Country Canada and United Furniture.

Consumers ranked The Brick third in the appliance category, behind Sears Canada and its sister channel Sears Home. Wal-Mart also was ranked third in the consumer electronics category.

The report also noted that the Internet has overtaken newspaper advertising as the second-best advertising approach, with flyers remaining in the top spot. Kubas attributes the sagging popularity of print ads to increased consumer acceptance of electronic flyers as more of them sign up to be placed on retailers’ e-mail distribution lists.

Seven furniture industry leaders nominated for Hall of Fame

Seven industry leaders in manufacturing, retailing and design are nominated for election to the American Furniture Hall of Fame, the organization’s foundation has announced.

To nominate someone to be inducted into the Hall of Fame, members of the foundation had to submit a biography of the person explaining their professional achievements and civic involvement.

Of the people who were nominated, seven were selected as finalists. The members of the foundation will now have until July 31 to vote for who should be inducted into the Hall of Fame.

“As an industry, it is important that we stop to recognize and appreciate our leaders,” said Donald Belgrad, president of the Hall of Fame Foundation. “This year, seven individuals have been nominated by their peers as leaders who have had a remarkable impact on the furniture industry. Each inspires us with their leadership, service and integrity.”

Those elected will be installed during the High Point Market at a gala Oct. 21. To make reservations, call the Hall of Fame at (336) 882-5900.

The nominees are:

• Alfred J. Audi (1938- 2007), who with his wife, Aminy, transformed L. & J.G. Stickley from a company of fewer than 25 employees into a thriving international business with three factories and more than 1,600 employees.
• Wogan Stanhope Badcock, Jr. (1932-1996), who was president of Mulberry, Fla.-based retailer W.S. Badcock Corp., which was founded by his great-grandfather. During his 30-year tenure, he expanded the chain to more than 300 stores in the Southeast, paving the way for growth and innovation while maintaining a family-like atmosphere.
• Howard G. Haas (1924-), who was president and CEO of bedding major Sealy for 19 years. He increased revenues from $32 million to $550 million while making Sealy one of the most profitable companies in the industry. He is an adjunct professor in management at the University of Chicago and is co-author of the book, “The Leader Within.”
• Simon Kaplan (1924-), founder and CEO of Crest Furniture, doing business as Value City Furniture in Dayton, N.J. He began with a single store and expanded to seven retail locations and four Ashley Furniture HomeStores. He also helped form the Furniture Marketing Group, which today has 79 members with more than 500 stores.
• K. Bruce Lauritsen (1942- 2007), who rose from sales trainee in 1968 to president in 1989 and CEO in 1993 of manufacturer Flexsteel Inds. The company’s revenues grew from $19.9 million in 1968 to $425 million in 2007. Lauritsen launched Flexsteel’s first in-store gallery in 1984; today there are more than 600.
• Pasquale Natuzzi (1940-), founder, chairman and chief designer of the Natuzzi Group, the world’s largest producer of leather sofas and Italy’s largest furniture manufacturer. Natuzzi transformed the industry by democratizing the leather sofa, a product once reserved for the elite. His company has annual revenues of 634.4 million euros and more than 8,000 employees, including the High Point-based Natuzzi USA staff.
• Adrian M. Pearsall (1926-), founder of Craft Associates, which he and his brother sold to the Lane Co. He later became a partner at Comfort Designs, retiring in 1991. He is known for his innovative designs, including the beanbag chair.

AHFA accepting nominations for Sage Award

HIGH POINT, N.C. — The American Home Furnishings Alliance has posted the award criteria and complete entry form for the 2008 Sage Award. It is now available online at http://www.sustainablebydesign.us/sageaward.aspx.

The Sage Award was created to recognize excellence in the home furnishings industry in the areas of sustainable business practices, social responsibility and profitable growth.

The award is sponsored by Cargill’s BiOH polyols and will honor its first recipient at AHFA’s Sustainability Summit on Nov. 13 in Greensboro.

Cargill’s BiOH polyols, which are used in flexible foams, also will sponsor the two-day Sustainability Summit.

The Sage Award will recognize a manufacturer or designer of finished home furnishings or bedding products or a retailer in the home furnishings or bedding industry.

Nominees must demonstrate leadership in reducing the industry’s environmental footprint and expanding its positive social impact while running a profitable business.

The deadline for submitting an entry for the 2008 Award is Sept. 5.

An independent panel of judges from throughout the home furnishings and bedding industries, as well as from environmental and social organizations, will evaluate each entry.

Company names will be removed from all applications and will not be shared with the judges at any time during the judging process. Applicants need not be AHFA members or users of Cargill’s BiOH polyols to enter.

Criteria for the Award include:

• Sustainable Business Practices. The nominee’s organizational policies and procedures related to environmental stewardship will be assessed. Environmental impact programs and initiatives will be taken into account, including reducing energy usage, water consumption, and waste; responsible raw materials sourcing; recycling efforts; and employee education.
• Social Practices. The applicant’s leadership in supporting community involvement and social equity will be taken into account. Items considered might include supplier management practices or codes of conduct and recognition or reward of employee and supplier social stewardship efforts.
• Profitable Growth. Applicants must demonstrate how their sustainable business practices have translated into business growth and success.

Additional considerations will include product design and merchandising that promotes sustainability or extends product lifecycle; shipping, manufacturing and warehousing operations that reduce use of non-renewable energy in transportation; and support of organizations focused on addressing environmental challenges.

Furniture design trends: Well-worn finishes

Finish fashion continues to favor well-worn effects. Some of the markings are achieved in the finishing department, while others are earned naturally over time. What's new now? Powdery colors, reclaimed woods and lustrous gold touches.

Striking gold
	As on fashion runways, gold will continue to add sparkle to home furnishings this year on upholstery, casegoods and occasional pieces. "Gold will be trending up,” said Leslie Harrington, Ph.D., Executive Director of the Color Assn. of the United States. "Especially with the popularity of yellow, which continues be so strong in fashion and the home. And metallics are now regarded as a staple—you simply have to have them." Constructed from alder solids and white cherry veneers, Marge Carson's Les Marches display cabinet wears the company's new Taupe Gold finish.
True blues
	Newly introduced blues are likely to captivate accent furniture shoppers, especially since Pantone’s Executive Director Lee Eiseman has dubbed blue to be the eco shade du jour. Century Furniture’s Barcelona Blue credenza wears a Bluebell finish on its base and a Driftwood finish on its top. Part of the company’s Spanish-inspired Barcelona Collection, the piece is crafted with deeply distressed ash and Colombian walnut veneers and comes in Bluebell, Green Apple, Buttercup, Vanilla, Driftwood and Aged Amaretto, as well as 60 custom finishes.
Reclaimed fame
	When casegoods manufacturers began introducing environmentally friendly home furnishings several seasons ago, they touted their use of sustainably harvested woods and natural finishes that emphasized the woods’ grain. Now, more companies are looking to reclaimed wood—imperfections included—to create casegoods with a handcrafted, one-of-a-kind look. Take Butler Specialty Co.’s #4026035 two-drawer, chairside chest. It takes green and Asian inspiration to the next level through the use of heavily distressed, reclaimed wood.Arin Intl.’s Irish Coast Collection, meanwhile, features case pieces handmade from reclaimed timber and reclaimed metal. Arin’s writing bureau is shown here in the African Dusk finish.
The right white
	Styled for beach houses, traditional cottages or spaces that lack natural light, home furnishings wearing skillfully distressed summer white finishes bring the requisite dose of Coastal charm to an interior. A two-tone treatment completes the effect. Sporting Habersham's Classic White and Honey Connoisseau finishes, Madison four-column table and Harvest fan-back side and arm chairs were inspired by architectural elements found at Madison Inn, a seaside getaway on Martha's Vinegard. The pieces are part of the company's Grand Cottage Collection.

10 steps to becoming a greener furniture retailer

On April 7, the Sustainable Furniture Council held a market seminar titled “Going Green: A 10-Step Program” for manufacturers and retailers. The seminar was presented by SFC board member Jeff Hiller, who spoke about issues surrounding carbon dioxide emissions and deforestation. The session concluded with the following 10 steps for making a business greener.

1. Ask suppliers questions. From where were these materials sourced? What’s the chain of custody?

2. Buy good wood. Manufacturers should try to use at least 5 percent FSC-certified wood. Retailers should pressure manufacturers to do so.

3. Use less energy. Perform an energy audit. Use compact fluorescent bulbs when applicable (for instance, in the back office, if not on the showroom floor where, Hiller admitted, such energy-saving lights might not show product to its best advantage).

4. Recycle packaging. Packaging accounts for 30 percent of all waste in U.S. landfills, according to Hiller. Currently, only 30 percent of packaging is recycled.

5. Sell less leather. Leather, which usually ships from South America to Italy to China to North America, entails huge transport costs.

6. Use/carry recycled/bio-based materials. These include soy foams, latex and water-based finishes.

7. Use less/better paper. “Better” paper, according to Hiller contains at least 30 percent post-consumer recycled material.

8. Procure materials locally. Hiller recommended obtaining raw materials within 250 miles of the point of use.

9. Have a plan. Large operations should create a green team with an executive-level position. Despite the seminar’s title, Hiller recommended not trying to do too much at once. “When you focus on a few things,” he said, “you will complete them all. When you focus on 10, very often you won’t complete any.”

10. Buy American. This supports the U.S. economy and, like step #8, requires less fuel, relative to importing product from overseas.

Furniture retailer Josh Dorfman talks about going green

Josh Dorfman

Furniture retailer Josh Dorfman is passionate about the environment. First and foremost, he is the founder and CEO of Vivavi, a contemporary, sustainable furniture store in Brooklyn, NY. Along with running the successful—and expanding—furniture showroom, Dorfman wrote his first book, “The Lazy Environmentalist,” in 2005. It offers readers easy, eco-friendly tips on how to incorporate green into their lives.

Now, Dorfman hosts a Sirius Satellite Radio program five days a week, spreading his message about how going green can be both hip and practical. “It’s a dialog that feels accessible for people,” he said. “No one gets a guilt trip, and they learn something.”

Managing Editor Stephanie Mitchell spoke with Dorfman, in a telephone interview, about his interest in sustainability, his furniture store and eco-awareness in the home furnishings industry.

Furniture Style: How did you get started in green activism?

An example of the company’s home furnishings offerings is Modern Bamboo’s Spring chair

Josh Dorfman: In 2003, I really started thinking, “How can I influence consumers to make more environmentally responsible purchasing decisions?” There was a lot of research emerging saying that a large number of Americans wanted to make their purchasing decisions based on their values about the environment. I thought that combining environmental responsibility with great design would be a way to take away the pain and make going green something that could become something really attractive and desirable.

I started Vivavi in December 2003 in Washington, DC. About a year into the business, I realized as much as we are fully committed to the environment, we also are a design company. And if we’re a design company, we probably need to be in New York City.

FS: What is Vivavi’s mission?

Dorfman: My philosophy is that we are going to offer some of the best design available and demonstrate that the best design can be green. We want to offer it at the most accessible price point we can, but will not sacrifice design to try and make things affordable. We’ve seen it before; it’s not a good way to grow a business.

FS: How do you choose product for your store?

Dorfman: The first thing we evaluate is the material choice. Is [the manufacturer] using materials that are green—sourced responsibility, reclaimed, recycled? The next thing we look at is the glues, finishes and chemicals. Is there toxic stuff in this furniture? Then, we look at the manufacturing process. Is [the manufacturer] using renewable energy? Less material? Then, we look at where it’s shipped from and what the footprint is.

FS: Who are Vivavi’s customers?

Dorfman: We sell to parents with young kids—that’s a core demographic for us. We get smart, hip professionals who are concerned about the health aspects of what’s going into their homes.

We also sell to Baby Boomers who may be moving into a second home, downsizing or just moving out of the home they’ve been in for a long time. These folks expect quality and design, but sustainability, too. The subtext is, “I now have grandchildren. What kind of world am I leaving behind? What choices am I making here, especially because I have a lot more disposable income?”

But people don’t buy our furniture just because it’s green. If people don’t love the design and the quality first and foremost, there isn’t going to be a sale.

FS: In the home furnishings industry, do you think sustainability is a trend or will it eventually be a lifestyle change?

Dorfman: The furniture industry, in general, has been pretty slow to change. You can walk trade shows and see some green home furnishings, but these are huge trade shows and most of the companies there are not interested and don’t want to talk about it. They are crossing their fingers and hoping it’s going to go away—that’s not going to happen. It’s a trend manufacturers and retailers would be wise to embrace because it’s being driven by so many factors, and one of them is that consumers want to do this.

I think, [as a retailer], that there’s an opportunity to look at it as a new lifestyle for customers and say, “We can offer you something that really resonates with who you are: you value great design and quality. We want to help you naturalize that.”

FS: As you continue to get busier with media opportunities, will you keep the furniture store?

Dorfman: Absolutely. The furniture store is the core. We’re expanding now, and we’re hoping to open our first major retail store in Manhattan later this summer.

We’re expanding our product lines, integrating home furnishings with tabletop, bed and bath—Vivavi’s going to be a great demonstration of what’s possible.

By Stephanie Mitchell [at] FurnitureStyle.com