High Point Premarket has busy opening day

Some exhibitors writing orders at event

Thomas Russell -- Furniture Today, September 14, 2010

This Le Papillon Chest is part of Hooker Furniture's new Melange II Collection, and has burlap textured exterior and overlapping script and butterfly motif.

At a Premarket social Monday evening are Mike Nicotera, left, Carls Furniture, Coconut Creek, Fla.; Jeff Cook, Broyhill; and Bill Bacon, Bacon's Furniture, Port Charlotte, Fla.

HIGH POINT — Exhibitors at this week's High Point Premarket said they were pleased at first day retailer attendance, and viewed the good opening as a sign they'll see strong commitments and orders on new product heading into market.

Some companies, including Bernhardt, Stanley and Fine Furniture Design, said they already were writing some business at the event, which allows retailers to preview introductions planned for the High Point Market, which opens Oct. 16.

"In the past, it was more about getting feedback," said Alex Bernhardt Jr., president of Bernhardt's residential division. "Now we are writing orders."

He and others attribute the early interest to the fact that they have their showroom floors ready with most if not all the new product they will show at the market.

"When a rep has a price list and a catalog, yes, we expect to write orders," said Glenn Prillaman, president and CEO of Stanley Furniture.

Stanley's new Coastal Living Resort collection is already in production and expected to hit retail floors in February.

Fine Furniture Design, which is showing at premarket for the first time as an event sponsor, said it expects to begin production of its introductions in December, which will allow it to also hit retail floors in February, at least a month sooner than if the product was first seen in October.

"You get it here a month earlier, you cut it a month earlier and you ship it a month earlier," said Jim Adams, vice president of design and marketing.

"We are delighted to be part of the Premarket sponsorship and showing product four weeks before market," Adams added. "You spend more time (at Premarket) talking with customers about their needs and whether what you have meets their needs."

Jena Hall, executive vice president of merchandising and design at Phoenix-based case goods source Aspenhome, said the company had seen 53 dealers as of late Monday. She said many retailers saw its Reede's Landing whole home collection, which was shown at the August Las Vegas Market for the first time. A number of those customers made commitments on it and other new pieces.

"It reconfirms how important the High Point Market is for a West Coast company," she said.

Vendors were expecting strong traffic through today, the final day of Premarket. One reason was that buying group Furniture First held its Annual Symposium in the High Point area this past weekend, drawing some 122 retailers. Hooker Furniture was expecting some 50-60 accounts, compared with a typical 45 during Premarket.

"It is certainly well attended," said Hooker Chairman, President and CEO Paul Toms. "Traffic has been steady the first half of the day. Most everyone had a good Labor Day and people are optimistic coming in."

Toms and other exhibitors said Premarket helps line up distribution with key accounts and gives vendors feedback to make small changes as needed before market. However, many said the event no longer allows companies to make major changes, since most of the product is produced in Asia, and updated samples might not get here in time for the October market.

Staff writer Heath E. Combs contributed to this report.