Why is mini-market more enjoyable than large one?
Jerry Epperson -- Furniture Today, February 4, 2007
Seldom do you catch me speechless. After all these years, I tend to have standard answers ready for the most-often-asked questions. But on Tuesday, Jan. 16, in the lobby of the Radisson Hotel in High Point, I was stopped cold.
A major, highly respected, well-known retailer asked, "Why do I look forward to the Lifestyle Enterprise mini-market in High Point but dread going to the regular spring and fall High Point markets?"
Have you got an answer?
I am not a good judge because I enjoy all the markets, here and abroad. So I checked with several other retailers and they felt somewhat the same. The mini-market is more casual, relaxed, friendly, and certainly less rushed. With between 400 and 600 retailers in 60 or so showrooms, no single showroom seemed crowded, except for the main host and sponsor, Lifestyle Enterprise.
The mini-market is a big-dollar bet by Lifestyle. Add up the freebies, giveaways, meals and entertainment, and you can reach $1 million or so. Based on some conversations and a hint or two, Lifestyle probably wrote $75 million to $80 million in orders, and captured the attention of major container-load buyers well before the Las Vegas Market.
In fact, if you didn't place your orders before the start of the Vegas show, you didn't qualify for the best deals. That's pretty smart — if enough retailers show up. They did. There's no doubt this year's mini-market was stronger than last year's.
And most retailers were very upbeat, ordering in big quantities and, believe it or not, smiling.
So why is this more fun than the big markets? I think it's because this is primarily a market for the larger furniture stores to not only see the merchandise first, but to visit among themselves. The evening functions attracted a true retail who's who, and they enjoyed not just the good food, drink and entertainment, but the opportunity to relax together.
I believe there are lessons here for High Point and all the markets, and for all marketgoers. One frustration of every High Point and Las Vegas market is that you cannot get everything done that you want. In my week-long stay at High Point markets, I visit 115 to 120 showrooms out of nearly 3,000, and I always regret not visiting more. Maybe the secret is narrowing your scope.
Whatever the reason, in the middle of a long spell of weak business, there was fun and good times in High Point. How nice.
