Premarket adds vendors
By Jeff Linville -- Furniture Today, December 16, 2007
High Point — The High Point Market Authority says a revamped spring premarket will have more vendors than the previous one in August.
Last August, 16 exhibitors banded together to reinvigorate premarket with a healthy dose of new products. For the next premarket, set for March 3–4, the lineup broadens to 25, according to Brian Casey, Market Authority president and CEO.
The expanded group gathered here recently to plan the next event. Casey, who is serving as spokesman for the organizers, said that while the August participants were mainly case goods or full-line companies, new members include upholstery specialists Rowe, Natuzzi and DeCoro.
Others officially joining premarket this spring include Aspenhome, Broyhill, Davis International, Hekman, Palliser and Casana.
Other showrooms outside the 16 participants opened for business during the August premarket and others are likely to open in March as well, but they are not part of the official sponsoring group.
"What was once the industry's best-known non-event is fast becoming an opportunity for significant competitive advantage," said Casey. "By all accounts, 2008 will be a challenge for many in the home furnishings industry. In terms of shoring up relationships, garnering early commitments and securing distribution, there is little doubt that the premarket participants will be positioned better than most."
A leader in the effort to revitalize premarket is Kevin O'Connor, chief executive of Samson Marketing, parent company of Legacy Classic and Universal Furniture.
"I need my best customers to come in and preview our product," said O'Connor. "They are our eyes and ears with consumers and their input is invaluable to us. We can't reinvent an entire group or collection in the four- or five-week period between premarket and market, but we can certainly enhance our offering during that time with input from our customers."
Each of the participating manufacturers contributes to the cost of the semiannual event, including ground transportation, meals, entertainment and networking events.
"Participation in premarket is open to any High Point Market exhibitor that wishes to comply with the organizing manufacturers' mandate: The presentation of product in market-ready condition," O'Connor said.
"Others may participate unofficially by merely opening their showrooms, but will not be included in any pre-event promotions encouraging retailers to attend, or the social/networking functions planned for the event, such as the opening night reception. Our goal is not to be exclusive, but to deliver the greatest value to the retailers in attendance and that requires the ability to preview fully realized product introductions."
Returning vendors for the March 3–4 premarket include American Drew, Bernhardt, Hammary, Hooker, Kincaid, Lea, Legacy Classic, Magnussen Home, Pulaski, Riverside, Stanley, SLF, Universal, Vaughan-Bassett and Wynwood.
New vendors that have committed to the show include Aspenhome, Broyhill, Casana, Davis International, DeCoro, Hekman, Natuzzi, Palliser and Rowe.
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