Futon show proves recession proof
By David Perry -- Furniture Today, March 17, 2003
Las Vegas — Exhibitors at the Futon and Specialty Sleep Expo here said the show did well and kept their category on a fast-growth track.
"The show is a winner," proclaimed Tom Tedesco, an executive with Devon Chase & Co., a futon supplier. "This will be one of the top three shows we've held."
Tedesco, who serves as president of the Futon Assn. International, which owns and manages the show, said he was pleasantly surprised by the level of order-writing at the show. "I couldn't believe how many orders were being written," he said.
The reason, he said, is that the dual-purpose nature of futons makes that product "recession proof." He explained: "Consumers are looking for more value today and dual-purpose furniture provides that. And you can change the look of futons at any time. Futons are here to stay."
Also in good spirits was Denny Boyd, president of Boyd Specialty Sleep, a leading supplier of specialty sleep products. Boyd is also president of the Specialty Sleep Assn., and was named 2002 Manufacturer of the Year by that group at the show.
"I think the show's been great," Boyd said. "We see so many customers here we don't see at San Francisco, Tupelo or High Point. Las Vegas is by far the No. 1 venue as far as our retailers are concerned. We as an industry are international in scope. Our foreign customers would prefer to come to Las Vegas."
Boyd did well with new waterbeds in conventional bedding sizes. He said waterbeds remain "a stable portion" of the specialty sleep category, although he admitted that airbeds and visco-elastic foam beds "seem to be the hot products of the moment. There has been so much national advertising on those products. But a lot of people are still selling waterbeds every month."
Waterbeds were big news at Halcyon Waterspring, another leading specialty sleep producer. That company has reached a license agreement with Land and Sky to add its waterbeds to the Halcyon line.
"We are very excited and proud to add this well-established brand to our flotation lineup," said Bill Schermel, president and chief executive officer of Halcyon Waterspring. "This is an indication of our commitment to the waterbed industry in North America and around the world."
The reaction to the new Land and Sky products at Halcyon was "really positive," Schermel said.
"We've got a reputation for customer service," he said. "Dealers are excited that we will keep the Land and Sky (waterbed) line going."
Land and Sky will continue to produce its own airbeds and foam beds. Larry Wride, formerly of Comfortaire, has joined Land and Sky as vice president of sales for the air division. He said at the show that consumer interest in airbeds continues to grow.
Consumers also continue to express interest in latex and visco-elastic beds, which were much in evidence at the show.
Gold Bond got great reviews for its new Visco Opulence futon and a new high-end latex bed, the Latex Perfection Ultima.
"It's all about comfort," said Bob Naboicheck, Gold Bond's president. "The success at the premium end of the market is unprecedented. If you show enhanced levels of comfort and features and benefits, consumers will pay the price."
Nature's Rest, a supplier of latex beds and pillows, made a successful first-time showing at the Futon Expo. "I think we will come back," said Rick Robinson, president. "We were surprised at the size of some of the customers we talked to. We should be here when our customers are here."
Tempur-Pedic, whose aggressive marketing of its visco-elastic beds and pillows is credited with creating growing consumer interest in those products, "had a great show," said David Fogg, president of the retail division. "Anytime we have 20 or 30 new prospects we're happy."
He said the specialty sleep category continues to garner support. "There are a lot more mainstream furniture and bedding dealers in the category," Fogg said. "They are serious about specialty bedding and they have made a commitment and are going to expand their offerings."
Also reporting a solid show was Natura, which debuted a new adjustable bed and a new infant bedding program.
"We had a fantastic show," said Larry Klein, director of sales. "We are delighted the show is being held in Las Vegas. The turnout was exceptionally fine. Retailers seemed relaxed and very open to new ideas."
