Prepping for Premarket
Heath E Combs -- Furniture Today, September 10, 2012
HIGH POINT - One of Premarket's biggest attractions has always been giving suppliers and retailers time to work together outside the chaos of market.
The event, which takes place here this Thursday and Friday, is not only a small dress rehearsal for the High Point Market, it allows manufacturers to make some changes in product before the big show next month.
Liberty Furniture uses Premarket to better prepare for market, make necessary tweaks to product and sharpen its presentation by responding to customer feedback, said Jason Brian, executive vice president sales and marketing.
"One major goal of Premarket is identifying groups we can commit to prior to market to help expedite production planning," he said.
Brian said that about four years ago, the company pulled out of regional shows to focus exclusively on High Point.
"We adjusted our product development cycles to enable us to be ready for Premarket. For the collections that were targeted for Premarket, we will be 100% market ready. Our showroom will be fully decorated, painted and polished for the show," he said.
Simmons Upholstery is showing at Premarket for the first time.
"It seems that Premarket has made a major resurgence," said Jay Quimby, executive vice president of sales for the upholstery producer. "We believe it is because of the merchandising cycle involving raw materials and kits from China, and the importance of having first quarter programs locked in place and flowing in the fourth quarter."
Jofran President Joff Roy said the dining, occasional and home entertainment source will be about 100% market-ready at Premarket. Roy said Jofran is generally locked into its introductions before the show, which allows it to have inventory available either at market time or within about a month
"Premarket allows us to further gauge demand and plan future cuttings accordingly," he said.
Andy Stein, CEO of Coast to Coast Imports, said Premarket is about letting dealers see new offerings and colors so that when they are shopping their major categories, they can remember the coordinating accents that will go with them.
"We will have most of our new products at Premarket, but the showroom will not be in ‘market' ready shape at that time. Our dealers understand this so it is not an issue," Stein said.
Ted Weber, sales manager of Bolton Furniture, a first time Premarket exhibitor, said he'll show existing collections in an effort to grow business with medium-to-large full line furniture stores.
"Premarket will allow us to be in front of dealers that we may not normally see. Part of our growth strategies is with full line stores - Premarket will allow us to be introduced to the type of dealers we are targeting," he said.
A-America will have a chance to promote a new East Coast warehouse, according to Crystal Nguyen, vice president of product design and sales for major accounts. She said the company's Premarket pieces target major accounts.
"Premarket allows for us to give our undivided attention to our major dealers," she said. "It allows us to have a professional platform to present new samples that were created specifically for those major dealers."
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