Promotions help, but case goods traffic down
By Heath E. Combs -- Furniture Today, February 5, 2007
Tupelo, Miss. — Even with more aggressive promotions than usual to draw buyers, traffic was down in several case goods showrooms at this month's Tupelo Furniture Market.
But they aren't counting the event out.
At case goods importer Coaster, Kerry Cochran, regional sales manager, projected that attendance would be down 25% to 30% from the last winter market in February.
The company promoted heavily in Tupelo, with pricing for some product $60 less than usual. Cochran said he mainly saw single-store retailers, with fewer multiple-store companies than usual. But Coaster did see dealers from most Southeastern states plus Indiana, Ohio and Nebraska, he added.
"It's been steady; we've never been overwhelmed. We would like to see this market continue. We were pretty aggressive," he said.
At promotional bedroom and curio maker Orleans, President Ed Marshall said traffic was down about 10% from a year ago but order writing was steady.
"I thought with the new dates it would be busier. But it's close to the holidays, business is tough and there's too many markets," Marshall said.
A new marketing program that allows small stores to order out of Orleans' domestic warehouse at container pricing did well at the show. Marshall said hot products included the company's line of freestanding fireplaces, ranging from $599 to $999, and its new six-group Performerz bedroom collection.
Case goods, upholstery and bedding producer Fraenkel Co. was flush with new product and its showroom was hopping even as traffic in other spaces dwindled as the week wore on.
Fraenkel recently purchased upholstery producer Advantage, whose products complement the look of the company's occasional tables on the showroom floor, said President and CEO Brian Akchin. He said this market was "probably out best market ever for occasional tables. ... We've been very busy. We've had a great show."
With 12 new dining groups — and the addition of stone resins on tabletops, metal bases for tables, upholstered chairs and stone insets on some chairs — the category was another top Tupelo producer for Fraenkel. The company is back in the promotional glass-and-metal dinette category, with five new groups retailing for between $250 and $400.
Case goods and occasional source Powell Co.'s showroom was another of the more active spaces here. Accent chests were strong sellers.
"Consumers today are looking for the same types of pieces in homes they're finding in shelter magazines: an eclectic mixture of individual pieces," said Tom Liddell, senior vice president of sales.
With many more Tupelo promotions than usual and everything in the showroom available for shipping, Dave Shock, national sales manager for Cramco, said traffic was good for his company as well. He said there was more order writing than at last February's show.
James Glenn, who owns a store and a wood furniture manufacturer in Alabama, said he was worried about the future of the show.
He was exhibiting in Tupelo for his factory, Country Expressions. He also was shopping the market for his store, Furniture House in Phil Campbell, Ala. While Glenn said market organizers here have tried to accommodate buyers, he believed the concurrent Atlanta International Gift and Home Furnishings Market drew traffic away from Tupelo.
"As a manufacturer, my sales are down, traffic is extremely down. As a buyer for other lines, it's a good opportunity to shop because there's not a lot of worry about getting in (to see sales reps)," Campbell said.
