No Better Way to Meet, Greet, Show, Sell Than Markets
Lissa Wyman -- Furniture Today, August 16, 2011
Lissa Wyman Rug editor
Everyone complains about too many markets, but the rug guys have it especially rough. Yet every market serves a unique function for the rug business.
Nowadays, rugs are sold everywhere. The really big vendors sell into every retail channel, including the mass market, Internet and catalogs as well as the traditional specialty store and department store venues. Even medium and smaller vendors sell - or want to sell - to several different types of stores.
That means the rug guys have to show at all the markets where those various buyers shop. And you've got to pay to play - showrooms, travel expenses, entertaining buyers, advertising expenses.
Yes, markets are expensive and not too efficient, but I do believe that every market serves a specific vital function. The Atlanta Rug Market is the only market devoted exclusively to rugs, thus the de facto home of the industry. At last month's show, I saw buyers from many retail channels in addition to the core audience of independent stores. Large furniture chains, home improvement stores, catalogs and Internet retailers were also on hand.
The Las Vegas Market has provided a valuable service to the rug business by opening the western U.S. to many vendors who have not been deeply involved in sales there. There is also a strong international flavor in Las Vegas, and rug companies have told me that they have opened many stores in Mexico, Central America and South America as a result.
High Point is still the focal point of the eastern furniture and interior design business. A few years ago, many rug vendors left High Point, but there is now renewed interest in this venue. Under the new management, I am sure we will see some interesting changes in the future. Besides, there is something about the down-home charm of High Point that, for me, is endearing.
The New York Home Fashions Market Week (formerly the Home Textiles Market) is also a growing venue for rugs. After all, the mass market is one of the fastest growing segments of the rug business, and already it is estimated to account for more than 50% of industry dollar volume.
The cycle is vicious, but I have never been able to figure out a better way to meet, greet, show and sell. Remember, markets have been going on since medieval times, at least. They will be going on for a long time to come.
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