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HIGH POINT MARKET: Fusion tables mix dining, gaming

Manufacturer sponsors pool tourneys to promote line

Thomas Russell -- Furniture Today, October 16, 2009

Fusion Tables’ products can be set up for either billiards or dining. The top table has a walnut finish and the bottom one has a cherry finish.

AT THE MARKET — Fusion Tables has received national exposure for its multi-function dining/pool table thanks to a partnership with ESPN to sponsor several televised billiards tournaments.
One tournament was held in Las Vegas in September and another is set for Oct. 27-29 at the Mohegan Sun Hotel Casino in Uncasville, Ct.
The names of Fusion Table and Belgian-based parent company and manufacturer, Aramith, were on all four sides of a billiard table used in the tournament, which was produced by Aramith. Viewers could see the names for hours as the tourney was played.
"It's one thing to run a 30-second commercial," said Scott Sullens, Aramith's chief sales and marketing officer for North America. "It's a whole new game when you are the show."
Aramith is a 75-year-old company and one of the best-known billiards ball producers in the world. It diversified its line two years ago with the Fusion Table, a 90.5-inch by 53-inch table that seats eight comfortably, and can be converted to shoot pool between meals.
The company is showing here this week on the eight floor of Showplace West, above the former Noble's restaurant.
Sullens, who worked in sales roles at Broyhill, Lexington and Boston-based retailer Jordan's Furniture before joining Aramith in 2008, said the tables have wood tops that can be removed to reveal a playing surface.
The table tops also have a reversible surface for games such as poker, craps, blackjack and roulette.
"People look for multi-function and multi-use," he said, adding that many people don't want to devote a whole room to just billiards. "We find this is a perfect solution.... It's relevant, it's convenient and it's fresh."
Tables have stainless steel or powder-coated metal legs and frames. There is also a wood version available in different finishes. Retails range from $6,760 to $11,000 for the stainless steel version.
Table legs also have a lift system that raises the pool table three inches from the standard 29.5-inch dining height.
Companion benches retail at $799, while stools each retail for $299.
The company said sales of the tables are up in double digits this year in spite of the slow economy. Sullens attributes that to people's interest in the unique - not to mention their passion for hobbies like pool.
Indianapolis, Ind.-based Houseworks Furniture first floored the Fusion Table six months ago and has sold nine so far.
"It's got tremendous function, and the quality is excellent," said Ed Cheikh, president. "It's not a gimmicky table. It's a well-built table that has dual functionality."

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Fusion tables mix dining, gaming

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