Mood at Market

Traffic heavy at Chicago show

Courtney Paschal -- Casual Living, 9/18/2007 11:30:00 AM

Expectations this week are high, attitudes positive and traffic heavy during this year’s Casual Market in Chicago.

Market started off with a bang for Terra Furniture. “Today was the best first day I can ever remember,” Ken Burrows said. “Traffic was excellent, not only current customers, but also new customers. I was so busy I never got out of the booth to walk around and see the other exhibits.”

Traffic was high at New River Furniture as well where Brazilian black cherry tables and chairs with Reve finishes were drawing people in. “At premarket, people who’d never before even slowed down when walking by our booth were stopping to ask, 'What is that?', and that same thing is happening today,” said spokesperson Deanne Flanders.

Kathryn Simmons from Twin Oaks Hammocks said, “There are a lot of new faces, new (retailers) at the show.”

At Casual Creations, the Ivory Coast Collection with its simulated elephant tusks highlighting its tables and chairs was just one of the many new lines on display. “This is our year to shine,” said Arthur James. “Compared to what we offered in January, what we have now is a whole new ballgame.”

“It’s just been a good overall response to everything,” said Kathy Haney of Outdoor Lifestyle. “We’ve seen a lot of new people. They’re ready to make some changes within our category.” 

“We’re looking forward to a great week,” said Joseph Cilio of Alfresco Home. “We’re prepared.”

New exhibitors also were pleased with the first-day reception. At Savannah Outdoor Classics, the High Arch aluminum pergola had people stopping to look and touch. The KD, weather-durable product offers retailers good margins as well as a unique product, according to Chris Faaborg. “It wholesales at $400 and can retail at $900,” he said.

Sundance Spas made its first appearance at the show after several years of visiting. “It’s fun to watch peoples’ eyes as they walk around the corner because they aren’t expecting to see a spa,” regional manager Jeff Wilson said.

Firmans Direct also was showing at the Casual Market for the first time, or as product development director Paul Vivian said, “It’s a case of just testing the water.”

Koverton Classics joined the Casual Show this year as well. Sales Manager Yan Wijaya said, “It’s our first time here so there’s nothing but the best to expect.”

“Controlled comfort” were the bywords at Hunter Fans. In preparing its launch into outdoors, design was key, David Hawkins said. “We really see our lines as accessories to the outdoor room that need to complement the furniture,” he said. Visitors to the award-winning booth seemed to agree, with lots of interest in the portable pedestal fans.

For his part, David Reburn of Deck and Dock in Ontario, was looking for outdoor kitchen products. Coming off his best year ever, Reburn was excited about the future. “Our season was up 30 to 35 percent,” he said. “Where sales in past years averaged $5,000 to $10,000, this year we had a good number of them in the $30,000 to $40,000 range.” His special orders also doubled from 25% to 50%. 

That change fits with a trend on the mind of renowned designer Richard Frinier. 

“The industry is changing…retailers need to see their special orders as their core business,” he said.
Realizing that transition requires a new mindset, Frinier suggested retailers think of themselves as being in the furniture business and be in it year-round. With good design and the new performance fabrics and finishes, today’s products can as Frinier said be “inside, outside, you decide.”

“The furniture can stay on the floor all year long with a change of cushions and pillows for the season,” he said.
During a panel discussion earlier in the day, Frinier stressed the need for good displays and merchandising, pointing out retail showrooms don’t need to be packed to be powerful.

“You can show less and sell more,” he said.

Taking a quick look at trends, it seems lighter finishes are re-emerging, with surprising interest in white frames, especially from those in urban, coastal areas.

“Everyone is searching for something to brighten their showroom,” said Bill Kennedy at Casa Casual.

The bright reds and forest greens of the past were more muted, with many neutral fabrics and citrus shades in showrooms and booths. The purple hues trend experts had predicted to reign in the coming two years also was toned down for the casual industry. Easy Way Products displayed Sunbrella’s elegant lilac shade in its booth here, paired with gold to create an on-trend combination.

Manufacturers also have struck a balance between contemporary designs and more traditional styles, what many have called “country chic.”