Only one Canadian market? Maybe two? And where?
By Michael J. Knell -- Furniture Today, January 6, 2002
TORONTO — The markets continue to be the single most heated subject among Canadian furniture manufacturers, a critical and expensive part of almost every producer's efforts.
Furniture/Today's survey of manufacturers showed that opinions run the gamut, although a sizable minority said there should be only one Canadian market, in Toronto in January.
Others said there should be two, and while Toronto in January was invariably first, the venue and timing of the second varied. One respondent even suggested a rotation that included almost every major city in Canada except Toronto.
The underlying thread was a desire to see a rationalized market calendar, combined with an effort to make them more meaningful to retailers.
Not surprisingly, the Toronto winter market — now called The Canadian Home Furnishings Market — was rated the most effective Canadian event. For 30 years it has anchored the industry and isn't likely to be displaced.
Ranked equally important were the High Point markets in April and October. With almost 100 Canadian factories showing, and with the vast majority of the largest retailers and buying groups attending, High Point's importance for this country's industry likely will continue to grow.
The source of most discussion has been the three regional summer markets — usually held in Toronto and Calgary, Alberta, in June and in Quebec City in September.
The latter, the Salon du Meuble de Québec, is the only furniture show in Canada not run by a factory association. It has forged a reputation as a solid market serving the needs of French Canada. It is the smallest of the markets in number of exhibitors and display space but, like Calgary, the two major buying groups, Cantrex and Mega, support it.
Market Showplace, the Calgary market's proper name, continues to be popular with producers in western Canada. For the past several years it has gained strength thanks to an alliance with Mega, which incorporates its annual members-only merchandise mart into the show.
This year, Furniture West has moved the market to August because of a high-powered political summit meeting set for Calgary in June. If Mega chooses to stage its event elsewhere in June, Calgary's effectiveness could be damaged.
Furniture/Today's survey ranked the Toronto summer market as the least effective. The Quebec Furniture Manufacturers Assn. launched it in response to industry demand. It is only two years old and the second edition this year was held in the midst of the worst economy in a decade.
The plan was to make the summer Totonto show the second national event, eliminating the need for regional shows. But the latter have established followings and will continue for the foreseeable future. QFMA is seeking to reposition the summer show for Ontario, Atlantic Canada and the northeastern United States.
The Toronto summer market is expected to become primarily a mid-year forum for upholstery and bedding introductions. While case goods producers will continue to exhibit, it is unlikely to be as important for them as Toronto in January or High Point.
Perhaps the clearest sign of manufacturers' ambivalence about markets came when the survey asked about show plans for 2002. In almost every case, manufacturers said they would reduce their presence in 2002.
For example, 68% said they showed in Toronto in January 2001 but only 60% said they would show in 2002. But the QFMA reports the upcoming show is sold out and that, with some 84 first-time exhibitors, it will be the largest in the market's 30-year history.
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