Canada`s oldest furniture store marks 160 years of

Michael Knell’s
HGO merchandiser
HomeGoodsOnline.ca
FALL 2014
Volume Three, Issue 4
James Reid
Canada’s oldest furniture store
marks 160 years of service
Canadian
upholstery is
keeping up
appearances
Donald Cooper
on the power
of databases
Huppé:
being modern
and notorious
Our High
Point Market
preview
CONTENTS
6
EDITOR’S LETTER
WE’RE NOT DONE YET
The future for Canadian furniture
manufacturing isn’t in the ‘me
too’ production of boring brown,
but it’s in the out-of-the box
thinking we’re seeing among
several smaller producers. And, it
just so happens, no lesser
authority than the Conference
Board of Canada seems to agree.
8
PROFILE
BEHAVING WITH
INTEGRITY
16
Becoming Canada’s oldest
family-owned furniture store
doesn’t happen by chance. It’s a
result of knowing who your
customer is and staying true to
their needs while providing an
unparalleled level of service
generation after generation. This
year, James Reid Furniture of
Kingston, Ontario turns 160
under the leadership of its fourth
generation. They have high hopes
for the fifth generation as well. A
profile by Michael J. Knell.
16
FASHION & STYLE
KEEPING UP
APPEARANCES
8
32
The consumer has never been
savvier. Thanks to style blogs,
social media and the growing
ubiquity of home and garden
shows, shoppers in all income
levels (and from all over the world)
want on-trend, fashion-forward
upholstery. Furniture retailers and
manufacturers with their fingers
on the pulse are delivering like
never before. Our first ever
upholstery fashion report was
written by Ashley Newport.
26
SPOTLIGHT
STAYING ON TOP
BY BEING NOTORIOUS
It’s no secret the furniture
industry is a challenging one and
requires manufacturers to stay
ahead of the curve in terms of
design, style and the rapidly
4
HGO merchandiser
shifting expectations of savvy
consumers. Fortunately for the
Quebec-based Huppé, a new
owner from outside the industry
is leading an on-trend and
re-invigorated brand that’s more
than ready to tackle the evolving
design landscape head on.
Ashley Newport reports.
32
MARKET REPORT
OUR FALL HIGH
POINT MARKET PREVIEW
It remains the furniture
industry’s largest global event
with some 78 Canadian resources
expected to participate. Here’s
just a glimpse at what retail
buyers can expect to see this
October. A snapshot report by
Michel J. Knell
37
ON RETAIL
ARE YOU PROACTIVELY BUILDING
A MILLION-DOLLAR
DATABASE?
In this highly competitive retail
environment, there’s nothing
more important than talking to
your customers. To be convinced
you have the answers to their
problems, they need to hear from
you. But how can you do that, if
you don’t know who they are? If
you want to grow sales and boost
profits, make a list – in essence
that’s all a database really is.
Donald Cooper explains.
39
INDUSTRY
CALENDAR &
ADVERTISERS’ INDEX
ON OUR COVER: Photographed
for their home town Kingston Whig
Standard, brothers Dave and James
Reid are the fourth generation to lead
their family’s business. Celebrating
its 160th anniversary in 2014, James
Reid Furniture is Canada’s oldest
continuously operating independent
furniture store. Their secret is a simple
one: the best product at the best price
coupled with unblemished service.
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HomeGoodsOnline.ca
5
EDITOR’S LETTER
WE’RE NOT
DONE YET
The future for Canadian furniture
manufacturing isn’t in the ‘me too’
production of boring brown, but it’s in
the out-of-the box thinking we’re seeing
among several smaller producers.
I
HGO merchandiser
FALL 2014 • VOLUME THREE, ISSUE 4
ISSN 2291-4765
www.HomeGoodsOnline.ca
MICHAEL J. KNELL
T’S NO SECRET CANADIAN FURNITURE MANUFACTURING HAS TAKEN A
hit since the great recession of 2008. There really hasn’t been a strong recovery
for many of these small-to-medium enterprises and many observers – both inside and outside of the industry – don’t have a favourable view of their future.
Well, I’m not one of them.
I agree the industry will be smaller. After all, in the years prior to 2008 there were
a number of manufacturers will annual shipments valued at $150 million or more. If
there’s more than one or two today, I’ll eat my hat.
In a recent report, the Conference Board of Canada has forecast that after a relatively stagnant 2014, the industry will grow at a rate of between 2.4% and 2.7% annually for the next four years. Productivity will improve, our labour force will expand
and, most importantly, profits across the board will grow. Admittedly, these gains
will modest and it’s unlikely our CAGR (compound annual growth rates) will ever
again reach the levels seen in the decade prior to 2008.
But I’ll tell you something, our industry is going to get a lot more interesting over
the coming few years. In many ways, it’s going to be more alive than ever. Because
instead of producing boring brown – as a ‘me too’ to China – for the only export market that counts, we’re going to get innovative. We’re going to care a lot more about
design, quality and fashion.
The beginnings of this evolution can be seen right now. It’s why we’re featuring
Huppé in this edition’s Spotlight – aside from the fact it’s probably the only successful transition to a non-family member this industry has seen in quite a while.
There are several others who are also working at getting interesting – it’s the key
to our future as an industry. We won’t be competitive or profitable stamping out the
boring brown widgets. As an industry, we have to stop worrying about the assembly
lines in China and concentrate on the sheer and intelligent talent for design, quality
and fashion we have right here at home.
Michael J. Knell
Publisher & Editor
[email protected]
6
HGO merchandiser
PUBLISHER & EDITOR
Michael J. Knell
[email protected]
MARKETING DIRECTOR
Corrie-Ann Knell
[email protected]
MANAGING EDITOR
Anthony E. Bengel
[email protected]
CONTRIBUTORS
Donald Cooper
Ashley Newman
ART DIRECTOR
Samantha Edwards
Sam I Am Creative
[email protected]
IT DIRECTOR
Jayme Cousins
In House Logic
[email protected]
PUBLISHED BY
Windsor Bay Communications Inc.
P.O. Box 3023, 120 Ontario Street
Brighton, Ontario K0K 1H0
T: 613.475.4704
F: 613.475.0829
Michael J. Knell, Managing Partner
PUBLISHERS OF
HGO This Week
Home Goods Online.ca
© 2014
Windsor Bay Communications Inc.
All rights reserved.
Windsor Bay Communications does not accept
any responsibility or liability for any mistakes or
misprints herein, regardless of whether such errors
are the result of negligence, accident or any other
cause whatsoever. Reproduction, in whole or in part,
of this magazine is strictly forbidden without the
prior written permission of the publisher.
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7
PROFILE
BEHAVING
LINTEGRITY
Like many 19th
century furniture
makers and retailers,
James Reid also
operated the local
funeral home – a
practise it continues
today. See here is
one of its horsedrawn hearses that
were in use through
the end of the 1800s.
Becoming Canada’s oldest familyowned furniture store doesn’t
happen by chance. It’s a result of
knowing who your customer is and
staying true to their needs while
providing an unparalleled level of
service generation after generation.
BY MICHAEL J. KNELL
Seen here is James Reid
Furniture’s four-man
delivery and service
department. Back row:
Robert Fennell and Mark
Collier. Front row: Nicholas
Levair and Rob Monk.
8
HGO merchandiser
I
T’S BEEN SAID THE OVERWHELMING
majority of new business start-ups are
lucky to reach their fifth anniversary. To
reach that milestone 32 consecutive times
under the ownership and management of four
generations of a single family is truly remarkable. It’s so rare there are barely a handful of
furniture retailers across North America who
can claim membership in this truly elite club.
Indeed, some experts maintain only 3% of all
family-owned businesses, regardless of the
catgory in which they compete, make it to the
fourth generation.
Located in Kingston, Ontario, James Reid
Furniture is solidifying its position as Canada’s
oldest furniture retailer as it celebrates the
160th anniversary of its founding throughout
2014, having come into being in 1854 – some 13
years before Confederation.
At the same time, it is also sad to report Canada’s second oldest furniture retailer – the Kingsmill Department Store of London, Ontario –
closed its doors after 149 years in September 2014.
Meanwhile, south the of border, Millspaugh
Furniture of Poughkeepsie, New York has roots
going back into the 1820s, but acknowledges
the company as its known today got its start in
1858, which is the same year L. Fish Furniture
of Chicago was founded. This means there is
only one independent, family-owned U.S. furniture retailer older than James Reid – Faller’s
Furniture of Clarion, Pennsylvania which was
founded in 1847.
“Our firm is older than Canada,” Jim F. Reid,
the fourth generation company president, told
the Kingston Whig Standard earlier this year,
adding there is considerable pride in achieving
this considerable milestone. “It demonstrates
the integrity that our firm has, both furniture
and funeral.”
James Reid Limited, as the company is formally known, was founded in 1854, when }
Brothers Dave and James Reid are
the fourth generation to lead their
family’s business. Celebrating
its 160th anniversary in 2014,
James Reid Furniture is Canada’s
oldest continuously operating
independent furniture store.
Middle: Seen here at
night, James Reid first
acquired the Princess
Street location in 1854.
The original store, on the
right side of the building,
was originally a tavern.
Acquired sometime in
the 1930s, the left side
of the building was
originally built as a
vaudeville theatre.
Bottom: James Reid
Furniture built a second
store (seen here) in
its Kingston, Ontario
home town at 1880 John
Counter Blvd., right next
to the family funeral
home, in 1974.
HomeGoodsOnline.ca
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10
HGO merchandiser
HomeGoodsOnline.ca
11
Seen here are the staff
members working at
James Reid Furniture’s
downtown Kingston store.
Back row: Wes Johnston,
Tim Morrison, Rebecca
Reid, Sanda Dean and
David Newman. Front row:
David Reid, Colleen Reid,
Sue Lester and Jim Reid.
12
HGO merchandiser
Kingston had a population of 15,000 and was on
the short list for being selected as the capital of
Canada, a country that would come into being
13 years later.
That year, James Reid – great grandfather
to Jim Reid and his brother, David, the current
generation of owners – purchased a tavern in
the heart of the growing city’s downtown district
and commenced renovating the space to support a furniture and casket factory. In fact, the
flagship store still occupies that same Princess
Street building, although in subsequent years
it expanded into the neighbouring vaudeville
theatre building – whose stage area is still quite
discernable – which also at one time boasted a
bowling alley and an ice cream shop.
What’s not well known is James Reid operated an upholstery shop on the second floor of its
Princess Street location until sometime in the
1950s, although they stopped making wood furniture sometime in 1890s. They were also one of
the now-defunct Gibbard Furniture’s first retail
customers. In fact, they carried Gibbard – which
was located in nearby Napanee, Ontario – until
it went out of business in 2009.
Like the majority of furniture makers and
retailers in the 19th century, James Reid also
operated the local funeral home. It wasn’t until
1990 that the family closed the chapel in the
Princess Street facility, although they built a
new funeral home on Kingston’s John Counter
Boulevard in 1973.
They built their second store next door to
the funeral home the next year. While both are
active in all aspects of the business, Jim Reid
– who received the Queen’s Diamond Jubilee
Medal for his services to the community – concentrates on the funeral home, while Dave Reid’s primary focus is on the furniture side.
THE NEXT GENERATION
Once a business gets to the fourth generation,
the real question is whether there will be a fifth.
The Reid brothers are confident their future
is bright. Currently, at least two of Dave Reid’s
children work in the business and he has high
hopes one of them will take over leadership
of the company when the time comes. But he
doesn’t seem all that anxious to retire in the
near future, so there’s time for the succession
plan to evolve. “We have high hopes for the fifth
generation,” he said.
BEHAVING WITH INTEGRITY
But the real question is: how does any business
get to be 160 years old? For Jim and Dave Reid
the answer is quite simple: behave with integrity while keeping your standards high.
“We offer the best for a reasonable price, the
best that you can buy,” is how Dave Reid, who
joined the family firm in 1974, put it to the Whig
Standard earlier this year. (Jim came on board
in the mid-1960s.)
James Reid is decidedly not an entry level
store; neither is it a high impact promoter. It continues to set its sights much higher than that.
“There is a niche for people who want something finer,” Dave Reid told Home Goods Online,
adding they not only strive to provide ‘something finer’ but to do so at a level of service and
attention either not commonly found or offered
as a profit centre by their competitors.
A quick glance through their cadre of suppliers says a lot about their merchandising profile.
According to their web site, among their case
goods assortment includes offerings from Durham Furniture; BG Furniture; Stickley Furniture, Harden Furniture; Jonathon Charles; and,
Stanley Furniture, among others.
They also remain a Marshall Mattress retailer while their upholstery assortment includes
Barrymore Furniture; Perri Fine Furniture:
Sam Moore; Bernhardt; and, Hancock & Moore,
among others.
Dave Reid noted their suppliers are much
like they are. For the most part, they are family
or independently owned operators who tend to
focus on quality as well as a full range of styles.
They are, he says, manufacturers whose product
will stand the test of time, both in terms of fashion and durability.
“We like enduring designs, not something
that is trendy,” he says, adding enduring design,
craftsmanship and quality usually come with a
higher price point. “We often see people who
come into our store for the first time and say
‘this is a real furniture store’.” }
“We like
enduring
designs, not
something
that is
trendy. We
often see
people who
come into
our store
for the first
time and say
‘this is a real
furniture
store’.”
Seen here are the staff
members working at
James Reid Furniture’s
satellite store on John
Counter Blvd. Back row:
Alan Storms and Brian
Monk. Front row: Sabine
Bechtold, Beverley Reid
and Daphne Christie.
HomeGoodsOnline.ca
13
1
2
3
1. This advertisement promoting James Reid’s funeral services is from the
year 1900. 2. A promotional sign from the early part of the 20th century.
3. This undated illustration shows the early years of James Reid Furniture.
AT A GLANCE
JAMES REID FURNITURE
FOUNDED: 1854
WEB SITE: www.jamesreidfurniture.net
SOCIAL MEDIA: www.facebook.com/
James-Reid-Furniture
LEADERSHIP: David Reid and Jim F. Reid
NUMBER OF LOCATIONS: Two
LOCATIONS: 250-256 Princess Street, Kingston ON
1880 John Counter Blvd., Kingston ON
NUMBER OF EMPLOYEES: 15
SAMPLE OF KEY SUPPLIERS: Barrymore Furniture;
West Bros Furniture; Durham Furniture: Hancock
& Moore; Stickley Furniture ; Harden Furniture;
Flexsteel; Lee Industries; Simmons Upholstery
Canada; Marshall Mattress; Lexington Home Brands;
Sam Moore; Jessica Charles; and, BG Furniture
14
HGO merchandiser
He also believes people who are looking for those finer things
aren’t likely to buy online because she can’t interact with the product before committing herself. “There are still people who want to
go to the store,” he says. “We want them to see the product, touch
it and sit in it.”
This isn’t to say James Reid is anti-social media – they’re not.
They have a very active Facebook page which has been the platform for a lot of promotional activity during the anniversary
celebrations.
But in addition to having a great in-store experience, Dave Reid
also believes people who want that finer furniture are also looking
for choice and service. Currently, more than 50% of sales are custom order – people are willing to pay for what they want.
And then they want great service. James Reid still unpacks and
inspects every piece of furniture that comes into their warehouse
as they ensure every piece is showroom perfect before its delivered
– this means they have craftsman on standby to effect what repairs
and corrections are needed and every piece is blanket-wrapped
before delivery.
What’s more, delivery throughout its catchment area – which
ranges from Belleville to Ottawa – is free and, if not covered under
type of warranty, post-sales service is done at cost. “We don’t want
to make money from service,” Dave Reid explains. “We just want
our customers to be happy.”
At the end of the day, that’s probably why James Reid Furniture
is the oldest continuously operating furniture store in Canada. HGO
MICHAEL J. KNELL is the publisher and editor of all platforms pub-
lished by Home Goods Online.
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15
FASHION + STYLE
KEEPING UP
APPEARANCES
The consumer has never been savvier. Thanks to style blogs, social
media and the growing ubiquity of home and garden shows, shoppers
in all income levels (and from all over the world) want on-trend,
fashion-forward upholstery. Furniture retailers and manufacturers
with their fingers on the pulse are delivering like never before.
BY ASHLEY NEWPORT
I
T’S NO SECRET THE WORLD HAS GOTTEN SMALLER.
There was a time when the consumer could only
guess at what was happening in the furniture showrooms of Milan and Paris. If that consumer was on a
tight budget, she would simply have to accept whatever neutral-toned sofa or bed was available at the nearest
big box store.
Then about 15 years ago, things began to change. Shoppers could see what was happening in Paris, London, New
York, Los Angeles, Montreal, Tokyo and Toronto with the
Seen here is year’s Hudson’s Bay ‘Room of
The Season’ for Fall 2014 which features
a masculine mid-century inspired space
with a mix of fabrics in herringbones and
tweeds with a hit of spicy orange.
16
HGO merchandiser
click of a mouse. People living in Halifax could see a photo
spread of a picturesque French country kitchen and decide
to recreate the look.
Much like clothing, upholstery is something consumers of
all stripes are realizing they can have fun with. Fortunately,
for them, there are a host of Canadian manufacturers, designers and retailers who are more than up to the challenge
of meeting those expectations, staying on top of trends and
capitalizing on what will be the next big thing.
The looks
“I’m seeing chevrons in flooring, tiles and backsplashes,”
says Diana Sisto, creative director for Brentwood Classics,
the Vaughan, Ontario-based custom upholstery house.
“It’s a look that always been popular in Europe or in a
French pied-à-terre. I’m also seeing a lot of herring bone
patterns and subway tiles applied in a brick or chevron
pattern in upholstery.”
In terms of what’s hot right now, Sisto believes there’s been
a shift towards chic, luxurious looks, textures and fabrics.
“Textures are coming back,” she says. “The last two years
the trend was flat, dry looks and textures. Now, fine chenille
fabrics are coming back because people are looking for more
dimension. I’m seeing a lot of upholstered beds, as they’re
cheaper and they soften the space.”
Sisto has also noticed the consumer gravitating to fine,
soft look – a stark contrast to the fledgling era of the sleek
industrial look that was high tech, chrome-inspired and minimalist. The shift, she thinks, might have to do with a slow
recovery from a shaky economic period by investing in wellmade, functional pieces built to stand the test of time. It
might also be prompting her to spend a little less anxiously
on elegant pieces that will “fluff up their space.” }
Part of this season’s rollout at Hudson’s Bay, this
playfully fashion-forward
and ultra-stylish sofa
makes a statement in a
bold vintage-inspired print.
HomeGoodsOnline.ca
17
As seen here on its new Angles upholstery
group, Palliser is moving away from neutrals
and becoming more interested in the consumers
demand for vibrant eye-catching colour.
Created by designer Normand Couture for Palliser, the Miami
sectional seen here is on-trend not only for its deep-grey leather
cover but for its clean contemporary sensibilities.
While it’s impossible to say any particular look will be universally popular (it won’t), it is easier to pinpoint what looks
are selling relatively well across the board. Sisto, like several
other industry insiders, has noticed the consumer’s recent
fascination with the colour grey (although, she says, there
have been indications people are falling back into beiges
and “greyges”), smaller scale furniture and mixing instead of
matching. She also says some consumers still like big pieces
– such as Brentwood’s Gene deep seat sofa -- and more traditional neutrals.
Normand Couture, the founder of Normand Couture Designs and the designer behind Palliser Furniture’s brand new
Pinnacle collection, says while there are still people who gravitate to certain looks, some trends are certainly apparent.
18
HGO merchandiser
“I think some trends are international,” says Couture, who
has won more awards for his work than any other practising Canadian furniture designer. “In garden furniture, everything is resort-style. Whether the pieces are high, medium
or lower-end, it’s all old resort-style and it’s not only wealthy
people doing outdoor kitchens.”
Couture has noticed a trend towards small pieces, straight,
clean and uncluttered looks and accent colours. That said,
Couture, much like Brentwood’s Sisto, says a deep sofa is always a good seller.
“People want products to slouch on,” he says. “My sofas
are deeper than normal pieces, you don’t sit on it, you sit in
it. It’s not for everyone, but it is my signature.”
Other experts are noticing the consumer’s newly acquired
penchant for crisp, clean looks – and are acting accordingly.
“Big furry ‘bubba style’ pieces are trending away,” says Colin Martyn, upholstery buyer for Sears Canada, one of this
country’s largest furniture retailers. “New customers with
smaller spaces are looking for more streamlined pieces.”
Martyn says motion upholstery is also on the rise, accounting for about 40% of sales. He speculates this has to
do with people having a little more money and a little more
inclination to socialize at home. He also says the brand is
doing well with tech-savvy pieces with docking stations and
Bluetooth capabilities.
“This is [a small trend], but it is growing,” Martyn says.
“Some home theatre pieces can be controlled by a smartphone or tablet.”
In terms of upholstery, Martyn’s observations are in line
with other experts.
“Sectionals and love seats are getting more popular,” he
says. “We’re seeing popularity in linen looks opposed to }
www.brentwoodclassics.com
HomeGoodsOnline.ca
19
20
HGO merchandiser
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Fresh out the fall edition of Sears
Canada’s Home book, the Soho
upholstery group features a
soothing spa colour tone and midcentury modern influenced design
while reinforcing the current trend
of mixing colour and texture.
chenille or microfiber. Velvets have come on strong. Greys
are strong and blues are coming in, as are pop colours in accents, geometric shapes and designs and floral patterns.”
Melissa Hlushko, the assistant manager for stationary
products at the Winnipeg-based Palliser Furniture Upholstery – which is probably the largest upholstery maker in
Canada – is still seeing a strong shift away from neutrals.
“We’re focusing on colour,” she says. “We’re moving away
from browns and neutrals. Inspiration is coming from men’s
suits in tweeds and greys, pastels are trending and the modern western look with really rich browns and a lot of warmth
is coming through. We’re exploring rich leather, burnt orange, wood and mustard yellows. We’re doing some unique
colours for October and we’re styling them in leather and
men’s wear fabrics. The [pieces] aren’t totally masculine and
the frames hold textures really well.”
Speaking of masculine looks, Hlushko isn’t the only person capitalizing on a suave, chic mid-century look. At the
Hudson’s Bay Company (HBC), that sleek Mad Men aesthetic is cropping up to meet the needs of the vintage-inclined
consumer.
“We have a team who refocused their energy on upholstery to make sure we show a trend-tight style to the customer,” says Arren Williams, HBC creative director of home.
“Most [of our] upholstery is produced in Canada and the U.S.
and we’re proud of the work we do with local vendors. From
a style perspective, we’ve changed how we look at what we
carry completely. Contemporary, clean lines are big and the
style is simple, clean, comfortable and easy to understand.
It’s a more transitional look with a mid-century, Mad Men
22
HGO merchandiser
sort of style. We’re moving away from traditional offerings.
We have industrial with a little French country meets reclaimed materials. You won’t come to us for a traditional dining or bedroom set.”
Where does the inspiration come from?
“We travel to London, Cologne, Paris, Milan and the U.S. and
look at high, medium and lower-end retailers and look at
the showroom floors and who they’re buying from and what
looks are selling for them,” says Christina Mazilli, chief operating officer and vice president of Décor-Rest Furniture, the
Woodbridge, Ontario-based stationary specialist.
Marzilli, who says the 2015 colour trends she’s capitalizing
on are Mediterranean blues (which she says pair well with
grey and pink), sour green, grey, combos of greens, plums,
cerulean blues, beiges and whites, olive green, neutrals with
splashes of more vibrant colours and orange and coral, notices that upholstery style can be quite regional.
“Quebec is more edgy and contemporary and Toronto
is more of a mixture where some people like glamour and
others prefer very clean. In the west, people like a bigger
product with more value. We sell more high-quality and
fashion-forward pieces in British Columbia – California is
the same – it’s all about the fashion and not about the price.”
Other experts agree that it’s important to glean inspiration by paying attention to what’s happening at the markets
and talking to consumers.
“We have a team that goes to L.A, Vancouver, Toronto,
New York and Chicago and asks what people are looking
for because what people are looking for evolves,” says Dan-
iel Walker, chief executive officer of Meubles Jaymar Group,
the contemporary specialist based in the Montreal suburb of
Terrebonne.
Walker understands the importance of fashion-forward
pieces and recently partnered with the well-known New York
designer Stanley Jay Friedman to produce two or three collections. Although the collections haven’t been revealed yet,
Walker has high expectations.
“Amazing things will happen at High Point, and it starts
with Stanley Jay Friedman,” he says. “My staff begged me
to do a deal with a designer like him. This will re-launch the
growth we’re looking for. This is taking us in a completely
different direction.”
In terms of looks, Walker is excited about Jaymar’s upholstered beds – a trend in which Brentwood’s Sisto is also noticing a huge uptick.
“I think we’re becoming number one in Canada in making
upholstered beds,” says Walker. “We started with a simple
design and price point after realizing the customer wants a
sophisticated bed with a lot of options. [The look we offer]
is contemporary and classic and we’ll have more storage options and some other nice surprises going forward.”
As far as inspiration goes, uncovering trends goes beyond
talking to customers in a showroom – even though doing so
is crucially important – and looking outside the box at what’s
happening beyond our industry. The customer, people say, has
never been more knowledgeable or more open to fresh ideas.
“Sometimes [style comes from] a movie, a TV show, a world
event or a movement,” says Sisto. “Today, it happens fast with
social media such as Pinterest or Instagram. I’ll see things in
clothing, jewellery or even in grocery stores. Fashion crosses
over and it is organic, but it does start somewhere. It can start
with trendsetters, such as celebrities or high-end companies
and it might be picked up by the masses.”
Sisto also says people searching out hot trends can look
virtually anywhere, as inspiration lurks online, in magazines,
at fashion shows, at the mall or on HGTV.
That said, retailers and manufacturers have to be careful
not to take a one-size-fits-all approach. Fashion, it seems, is
both universal and personal – something other designers are
keen to point out.
“I see myself as a trendsetter and I don’t believe too much
in trends,” begins Normand Couture.
“People should only follow trends that are meaningful to
them,” he continues. “The industrial style is popular right
now, but if someone wants clean lines, they shouldn’t go with
that look just because it’s a trend. We need to go where we
belong. If you like traditional, don’t go modern.”
Couture also says that furniture shouldn’t just fill a room
– it should make people (especially those who are shy about
colour or who have a tight budget) happy.
“If someone likes contemporary a lot, they can do a modern, colourful room. Some people are anxious about bright
colours or spending money on something that’s trendy, but
you can buy trendy pieces at Ikea or just do one room differently. The trend right now is more modern and more fun.
Attention to detail and good preparation makes for a good
design. If it makes people happy, it’s a great design.” }
The Fab4 loveseat from Brentwood Classics features a
graphic print called Futura Dandelion, while sporting grey,
which remains very much in vogue with the consumer.
Definitely on-trend and in style is the custom upholstered bed,
such as this model from Brentwood Classics.
Deep seating is always on-trend as seen here in the Gene sofa from
Brentwood Classics. Most industry leaders say if the doesn’t sell, it’s
not on-trend and the Gene is a best-seller.
HomeGoodsOnline.ca
23
“It’s good to know what’s
selling and what’s going on.
We always stay close to what
our customers want and
what’s selling on the retail
floor. Always play around
with 15% [of your pieces] and
be avant garde with 5%.”
It’s gotta sell
It can be difficult for retailers and manufacturers to balance
artistry and creativity with marketability. While keeping on
top of – or setting -- trends can be a challenge in and of itself,
it’s also important to appeal to different tastes and agree to
part with a potentially beloved piece if it’s simply too funky
for the average consumer.
“The goal is to attract people,” says Sisto. “People aren’t
attracted to a sea of beige. They might still buy beige, but a
pop of colour will get them into the store.”
So while the wild piece might conjure some attention (and
potentially sales, so it may be more than worth the risk), Couture knows all too well the statement piece that draws the eye
might attract attention from high-brow style aficionados, but
could fail on the showroom floor.
“Two years ago I designed the Evasion sofa and it was an
acclaimed product,” he says. “I won a Pinnacle Award for it,
but it was too ahead of the curve and it didn’t sell. Pieces
need to sell. If they don’t sell, they’re not my baby.”
Others ensure that selling remains top of mind by being
careful to customise a piece to a client’s specifications.
“It depends on your customer,” says Sears’ Colin Martyn.
“You have to be ready to sell what appeals to them. We do a
lot of custom options with our domestic vendor base. At Sears,
our customers look for the latest in style and colour at more
affordable price points. Everyone wants to put their own spin
on something, and working with domestic vendors helps.”
It’s also important to always keep the consumer’s needs
and expectations in mind at all times.
“The consumer is savvier and fashion aware and they expect us to carry what they see on Pinterest and Instagram,”
HBC’s Williams points out. “We travel around the world to
make sure we’re carrying the right thing at the right time
24
HGO merchandiser
Left: One of this season’s hot colours is
burnt orange which is showcased nicely on
the Model 2477 sofa from Décor-Rest. There is a real move
away from neutrals as the economy slowly walks toward a
firmer recovery. Right: Grey is definitely the hottest neutral
colour as is the mixing and matching of colours and textures
as seen in the Model 2451 sectional from Décor-Rest.
and twice a year we come up with the most trend-right interior with every item, such as upholstery, pillows and rugs,
to create a perfect room. They want us to do the leg work
for them from a fashion and style perspective. [Right now],
people like sectionals and comfort. We don’t really sell overscale furniture now. People also live in more open spaces, so
the furniture has to look good from 360 degrees.”
Décor-Rest’s Marzilli agrees it’s good to be in touch with
what’s selling while maintaining some creativity.
“It’s good to know what’s selling and what’s going on. We
always stay close to what our customers want and what’s selling on the retail floor. Always play around with 15% [of your
pieces] and be avant garde with 5%.”
…And you can NEVER doubt your customer
It used to be high fashion was reserved for wealthier clientele. Now, with higher-end looks splashed across the cover
of every magazine and every Pinterest board, people of all
income-levels want on-trend, stylish pieces and it’s the industry’s job to deliver perfect pieces at every price point.
“We do incredible business in strongly coloured upholstery at the affordable end,” says HBC’s Williams. “People
want grey now, not beige. Texture is important, but it comes
down to the frame. My job is in the fashion office and we all
collaborate. Michael Pinet, HBC’s buyer, understands fashion and style. He re-envisioned every single piece of furniture and edited out what didn’t fit. We’re more aware of the
shelf life of furniture on the floor and we edit out pieces that
tail off. Our room sets need to look like a designer put them
together. We have price points at all different levels and we
want our customers to still be inspired at a lower price point.
Our lower-end pieces are stylish, fun and successful.”
For others, it’s simply a matter of always being accessible and
open to (and welcoming of) suggestions and recommendations.
“It’s critical to be on the ball,” says Jaymar’s Walker. “I
meet with customers and they tell us what we’re missing out
on. It’s a matter of understanding and talking.” HGO
A frequent contributor to HGO Merchandiser, ASHLEY NEWPORT is a Toronto-based freelance journalist who writes primarily for trade and business publications. Her specialties include food, hospitality and emerging social/business trends.
HomeGoodsOnline.ca
25
STAYING ON TOP
BY BEING notorious
It’s no secret the furniture industry is a challenging one
and requires manufacturers to stay ahead of the curve in
terms of design, style and the rapidly shifting expectations
of savvy consumers. Fortunately for the Quebec-based
Huppé, a new owner from outside the industry is leading an
on-trend and re-invigorated brand that’s more than ready
to tackle the evolving design landscape head on.
BY ASHLEY NEWMAN
Designed by Joël Dupras, the
Kite chair is part of Huppé’s
living category and is in keeping
with the company’s sophisticated,
time and simplicity-minded
approach to furniture.
26
HGO merchandiser
SPOTLIGHT
L
IK E MA N Y FU R N I TU R E
companies, Huppé has been
around for a long time —
since 1967, to be exact. Like many of its counterparts and competitors, it started as a small
family-run operation. It was founded by Raymond Hamel and his brothers Aurèle and Sylvio and initially specialised in cedar chests.
As the years went on, the company outgrew
Aurèle’s basement and a barn before acquiring
a bigger facility, more product offerings and
country-wide distribution.
The company (again, like many companies
of its kind) stayed in the family for more than a
generation before being acquired by Jean-François Nolin, a young entrepreneur new to the
industry in 2010 – a risky and unusual occurrence in a family-business dominated industry.
Fortunately, the change has been a positive one
and the company is partnering with big name
designers, adding new collections and focusing
on providing customers with stylish alternatives to European imports.
“I acquired the business in 2010 at 32-yearsold to realize my dream to own my own business and control my destiny,” says Nolin. “As a
team, we worked hard to bring the company to
another level according to our vision and mission. I was not involved the company’s operations before and I did not know anything
about the furniture industry when I bought
Huppé. I had just been to High Point Market
and liked their designs. I have no regrets. I’m
just passionate and I’m in love with the furniture industry.”
It should be noted, it’s quite possible
that the acquisition of Huppé by a
non-family member was the first
deal of its kind in Canada’s furniture industry for a decade or
even longer.
Nolin wasn’t only an impressively young owner, he was also
an industry rookie, having worked
as a government analyst, a chief
negotiator at Metro Richelieu and
a banker at National Bank. Once a
finance guy, Nolin said his peers in
his former industry were shocked that he would
throw himself into an industry with such tight
margins, but he wasn’t discouraged and, in fact,
welcomed the challenge.
“I have been really surprised by how tight
the industry is and how everybody knows each
other,” he says. “In a way, being an industry outsider has helped me and my team think differently, but I realise that this industry is built on
relationships. I’m people-oriented, so I’ve built
relationships and contacts very fast. It’s not
only a question of products and designs and innovations, it’s to form partnerships with retailers to grow together and be successful.”
In any industry, growth is the key to success.
In the world of furniture, design is paramount
and every brand has to ensure it’s not only on
trend, but also offering something unique. In
terms of design, Huppé has worked hard to set
itself apart from the competition by offering stylish pieces that speak to the brand’s new image.
“Since December 2009, we’ve turned the
company 180 degrees,” says Nolin. “We explained to the R&D (research and development)
and design team that we need to think outside
the box. We need to be the alternative to the
European import. We need to build furniture }
The leadership trio at
contemporary case goods
specialist Huppé Meubles:
designer Joël Dupras;
chief executive officer and
marketing director Julie
St-Arnaud; and, company
president Jean-François
Nolin, who acquired the
company as a 32-year old
entrepreneur in 2010.
HomeGoodsOnline.ca
27
“The challenge for
small independent
retailer is to keep
the soul, the vision
and the vibe.”
Kosy is one of the first
bedroom groups to be
designed for Huppé by
renowned international
designer Karim Rashid.
It will be unveiled at the
upcoming High Point
Market.
28
HGO merchandiser
differently, think differently, finish it another
way, use new materials, stop only working with
birch wood species. To be like all the others in
the industry is not an option.”
On the design side, Huppé recently introduced its UP line, which features pieces made
with new types of wood and unique details. The
UP line features furniture fit for working, living,
sleeping, dining and organizing. UP’s new Swan
piece is a modern, contemporary asymmetrical
bookshelf while the collection’s numerous living room pieces have airy, sophisticated names
such as ORIGIN, Gravity, LYRICS and Escape.
As for dining, one standout piece is the Illusion
sideboard with modern, interesting asymmetrical drawers and various light oak finishes.
“In 2013 we launched dining and another category called Organize,” says Nolin. “This category is an organization system that can work
for a home office, walk-in closet, media unit and
shelving. These new categories made us a onestop manufacturer that can answer the needs of
retailers with five product categories.”
Nolin says that it’s important to not only continue to evolve, but to stick to your company’s
values and mission and never rest on your laurels when the sales are good.
“The challenge for small independent retailer is to keep the soul, the vision and the vibe,”
he says. “It’s easy to lose it when you have a lot
of [options] that can give you a lot of success
in the short term but do not respect your mission, your values and who you are. It’s easy to
lose your identity when you have a lot of sales
or growth or are looking for sales. You need
to remember who you are, why you create this
nice ‘buzz’ and vibe. Remember who you are
and your retail partners with support you and
always believe in you to not focus only on the
short term decision.”
For many manufacturers, it’s easier to stick
with what works — and doing so isn’t necessarily a bad or lazy decision. When there’s a company to be run and coffers to be filled, sometimes it makes sense to stick to tried and true
formulas. That said, it’s also good to take a risk
and bring something new to the table – something that happens when you partner with a
designer. This fall, Huppé will be introducing a
new collection that they produced with awardwinning designer Karim Rashid.
The new upscale Karim Rashid bedroom
collection, which will be introduced at Fall
2014 edition of the High Point Market, is set }
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HomeGoodsOnline.ca
29
Top: Bridge is an
unusual, dual task
bedroom group. The
headboard also supports
a small work surface
in a sophisticated,
contemporary design.
Bottom: The Wolfgang
dining room is part of
Huppé’s UP collection,
is its answer to
contemporary European
imports. The collection
is made from solid wood
and specially selected
wood veneer such as
American walnut and
white oak, while certain
elements are offered
with a combination of
glass and microtextured
lacquer. It’s offered
in a variety of woods
and colours.
30
HGO merchandiser
Gravity is part of
the new Organise
category introduced
by Huppé in 2013.
This category includes
shelving for a walk-in
closet as seen here
was well as related
product for the a
variety of uses.
to be the first in a series of major collaborations with designers.
Some industry insiders will get to celebrate
the partnership at an invitation-only event
when the semi-annual market opens, which will
not only feature a showroom tour of the new
collection but an appearance and DJ set by the
designer himself. The entire collection will be
exhibited in the company’s showroom for all to
see as well.
Speaking of evolution and trends, consumers have never been as environmentally conscious as they are now – something Huppé is
taking note of. In 2014, the company invested
in a new factory that allowed them to double
their capacity and do their part to reduce their
carbon footprint. Huppé is using a heat exchanger to reduce heating costs by 75% by consuming less natural gas. The heat exchanger
doesn’t just save the company money, it also
helps reduce their greenhouse gas emissions
by 104.5 tons – the equivalent to taking 41 cars
off the road for one year.
Huppé has done a great job of keeping their
company fresh, unique and green. It’s also managed to marry stylishness with sales, because
while it’s important to stay on top of design, it’s
also important to sell those designs consistently.
“We have several projects for Huppé to feed
our new production capacity,” says Nolin. “A
“It’s a really great team with passionate
and dedicated workers in the factory and
in the office that make a difference.”
the same time, we are looking to develop new
product categories and strategic alliances and
partnerships that will continue to position us as
the leader of the contemporary furniture industry. We’ve built a new factory and made several
investments. We manage year after year growth
in the double digits.
“When I bought the company, the sales were
mainly in Canada, mostly Quebec. Now, we
export more than 50% of our furniture to the
U.S. We have retail partners in Mexico and are
sending containers to South Korea. We work
hard with branding [and making the company
notorious]. It’s a really great team with passionate and dedicated workers in the factory
and in the office that make a difference.” HGO
A frequent contributor to HGO Merchandiser, ASHLEY NEWPORT is a Toronto-based
freelance journalist who writes primarily for
trade and business publications. Her specialties include food, hospitality and emerging
social/business trends.
HomeGoodsOnline.ca
31
The Silvi from G. Roman
sports a modern design while
featuring a tight seat and back
with additional feather-filled
cushions, matte black finished
metal legs and covered in
a charcoal coloured velvet.
It is seen here with the new
Avery chair in charcoal grey
fabric and the Rondo storage
ottoman in indigo blue.
FALL
High Point Market
preview
It remains the furniture
industry’s largest
global event with some
78 Canadian resources
expected to participate.
Here’s just a glimpse at
what retail buyers can
expect to see this October.
The Alta sofa from G. Romano features feather-filled cushions, espresso
stained hardwood legs and is covered in tan basket weave fabric.
32
HGO merchandiser
BY MICHAEL J. KNELL
MARKET REPORT
I
T REMAINS, WITHOUT A DOUBT, THE SINGLE
largest furniture trade event in the world. Most industry insiders believe it’s also probably the most important, especially from a business perspective. So, every
April and October, furniture retailers, manufacturers,
sales reps and an increasing number of interior designers
trek to a small city in the western regions of North Carolina
for the High Point Market.
Approximately 78 Canadian companies are expected to
exhibit at this year’s fall market, which will open for its semiannual six day on October 19. The number exhibiting at the fall
2013 edition of the market was pegged at 68, so this is probably
the largest number of Canadian firms ever to show.
According to the High Point Market Authority (HPMA),
there are approximately 2,000 exhibitors showing each spring
and fall, who are scattered across some 180 buildings covering in excess of 11.5 million square feet of display space. The
authority also believes there are exhibitors from more than
100 countries represented at the market. This probably makes
Canada’s delegation of exhibitors not only the largest from
outside the United States but the fastest growing as well – a
distinction this country’s industry also holds at its rival Las
Vegas Market.
According to its web site, the authority hosts in excess of
75,000 attendees to each market. In response to an inquiry
from Home Goods Online, the HPMA said 1,787 Canadian
buyers – representing some 834 retail organisations – attended the October 2011 edition of the market. Thanks to its
work with the Toronto-based Interior Designers of Canada,
the market also hosted approximately 1,000 interior designers that year as well.
The authority maintains 10% of its attendees come from
outside the U.S., suggesting Canada is also the market’s }
The masculine Court armchair is part of Sunpan Modern Home’s Club
collection. Its sharply defined stainless steel frame and relaxed tufted
seatings create a silhouette than is both modern and timeless. It is
seen here with the new Davos end table with a smoked 10mm glass top.
Top-right: The Legend bed from Amisco boasts an upholstered
headboard and a sleek silhouette as part of its no box spring required
design, which can accommodate either coil or foam mattresses. It offers
two-position mattress support as well as a two-position headboard
and three central support legs that can be adjusted to fit uneven floors.
It is available tin full, queen and king sizes. Bottom right: Amisco’s
Wicker dining chair is a follow-up to the swivel stool introduced last
year. It takes its style cue from its timeless, classic lines. Its attractive
woven back is adorned with a solid wood piece to creae a sense of
unpretentious elegance. Its wood accents are offered in five colours.
Its sturdy steel frame supports a well-cushioned seat.
HomeGoodsOnline.ca
33
Elran will launch the Jai collection at this edition of
the High Point Market. Its casual contemporary design
features an oversized box style arm, with an oversized
seat and plush back and optional contrast stitching. Other
features include an inside pull handle and options such
as power recline. As well as the sectional seen here, the
group includes matching chair, loveseat and sofa.
1. The Slate bookcase from
CDI Furniture features a
mango wood frame with
sandstone shelves.
2. The Java from Sunpan
Modern Home is an exotic
coffee table handcrafted with
pieces of driftwood for drama
and dimension. It features
an 18mm tempered glass top
and a stainless steel base that
gives balance and modernity.
3. Designed in-house, the
Aristocrat console table from
CDI Furniture features a
mango wood top with an iron
metal base and details.
4. The Red Canoe is one of
the latest prints to be
published by Northland
Art, which also has its own
framing assembly operation.
5. Created by artist Pierrick
Paradis for RENWILL, the
Aqua Zara is a peaceful and
serene work of art printed
on rag paper and sits under
glass. A simple silver MDF
frame completes the look of
this 45- by 57-inche piece,
which may be hung either
horizontally or vertically.
34
HGO merchandiser
3
4
1
5
2
6
8
7
First-time High Point exhibitor
Brentwood Classics will introduce the
Kennedy sofa, seen here with their new
collection of fur blankets and pillows.
largest source of non-U.S. visitors and accounts for about 37% of its audience.
Canadian exhibitors at the High Point Market offer everything from upholstery and case
goods to top-of-bed, accessories and mattresses.
It should be noted there are several technology
companies that aren’t on the official exhibitors’
list as they are included in the ‘retail resource’
centres scattered throughout the event.
Several Canadian furniture resources will
make their High Point debut in October, including the Toronto-based custom-order upholstery specialist Brentwood Classics and solid
wood case goods maker Ruff Sawn Handcrafted
Furniture of Guelph, Ontario. Returning to the
market after a brief absence will be the Natura
World and NexGel brands of Sommex Bedding
Corporation.
Many leading Canadian resources have a
well-established High Point presence. Among
these are upholstery producer Palliser; casual dining powerhouse Canadel; bedroom
specialist Durham; case goods maker DeFehr
Furniture; upholstery house Décor-Rest; and,
full-line resources Magnussen Home and the
Bermex Group, among others.
High Point is rapidly becoming the only
trade event for a growing number of Canadian
furniture manufacturers. Among them is case
goods specialist West Bros.; importer Casana
Furniture; and, Flair Entreprises, a division of
the Calgary-based Minhas Furniture.
The fall edition of the High Point Market will
end October 24. HGO
6. Dutailier is giving a
new flair to the wooden
glider with the Urban
770, whose compact size
provides a comfortable
seat. With its high legs
and exclusive gliding
mechanism, it has a
playful look designed
to appeal to younger
consumers.
7. The Alsace 460 from
Dutailier is a swivel,
recliner upholstered
glider with a streamlined look that will
accommodate modern
decors while providing
the same high level of
comfort and relaxation
as more traditional
styles. It is also offered
in both battery-powered
and plug-in motors.
8. The Model 2469
chair from Décor Rest
features a textured
fabric highlighting some
of this year’s hottest ontrend colours.
MICHAEL J. KNELL is the publisher and editor of
all platforms published by Home Goods Online.
SEE NEXT
PAGE FOR A LIST
OF CANADIAN
EXHIBITORS AT
HPM
The Caliber Mayan is a premium latex mattress from
speciality mattress maker Zedbed. Constructed
of 100% Mayan Green natural latex, its solid core
provides a breathable and responsive mattress whose
comfort layer allows the user to sink slowly into the
bed until the latex becomes naturally supportive.
HomeGoodsOnline.ca
35
Canadian exhibitors at HPM
APPROXIMATELY 78 CANADIAN COMPANIES ARE EXPECTED TO SHOW AT THE FALL 2014 EDITION OF
THE HIGH POINT MARKET, WHICH WILL OPEN FOR ITS SEMI-ANNUAL RUN ON SATURDAY, OCTOBER 18.
What follows is a list of those companies expected to
participate in the six-day trade event, according to the
High Point Market Authority:
Amisco Industries
IHFC – D541
Daniel Stuart Studio
SAMS – G-7001 SALON
Mobican Furniture
IHFC – D719
Barrymore Furniture
The Factory – 3rd Floor
Decor-Rest Furniture
208 Jacobs Place
Mobital USA
IHFC – D740
Bellini Modern Living
IHFC – H521
Dezmo
The Factory – 1st Floor
Bermex
The Factory – 2nd Floor
Dimplex North America
Showplace – 2308
Natura/NexGel
Crown Mark Building
200 E. Green Dr.
Bertanie
The Factory – 2nd Floor
Dinec
The Factory – 3rd Floor
Bethel International
C&D – 4C, 4D, 4Q
District Eight Design
IHFC – InterHall 209
Brentwood Classics
C&D – 8I, 8K
Durham Furniture
IHFC – G1082
Bugatti Design
220 Elm – 330
Dutailier Group
IHFC – H520
Buhler Furniture
220 Elm – 406
Dynamic Furniture
IHFC – M636
C. R. Plastic Products
Showplace – 3319
Elran Furniture
Furniture Plaza – 505
Camilla House Imports
SAMS – G-4000 SALON
EuroDwell
IHFC – H504
Canadel Furniture
NFM – 102
Flair Enterprises
(Minhas Furniture
House)
311 S. Hamilton St.
Caroline Furs
SAMS – M-2049, 3045
Casana Furniture
220 Elm – 400
Northland Art
IHFC – M307AB Pavilions
Nuevo
IHFC – Interhall 212
OG-Professional
Augmented Design Tool
SAMS – 1-1203
O-Palier
C&D – 7A
Outpost Original
SAMS – G-6002 SALON
Palliser Furniture
220 Elm – 400
Pekota Design
SAMS – 1-822
Primo International
IHFC – M1100
The recycler
SAMS – M-2026
CDI International
Showplace – 2500
Magnussen Home
Furnishings
IHFC – C1003
Chairtech Modern
Furniture
IHFC – H504
Mazin Furniture
212 Jacobs Place
RT Dressings
SAMS – M-6042
Mercana Art Décor
Showplace – 2340
RuffSawn
Showplace – 4300
MIDI
The Factory – 1st Floor
Rustique
Center Point – 1105
Citak Rugs
SAMS – M-1033
Clear Destination
Plaza Suites Resource
Center – 1-527 #33
36
M Bois
220 Elm – 330
NCA Design
C&D – 6A, 6B
HGO merchandiser
Ren-Wil
IHFC – D406
Shermag
The Factory –
Lobby Level
Sklar-Peppler
Furniture
Alan White
Furniture Plaza – 101
LEGEND:
C&D: COMMERCE &
DESIGN BUILDING
IHFC: INTERNATIONAL
HOME FURNISHINGS
CENTER
Sunpan Modern Home
Showplace – 1200
THE FACTORY:
200 W. ENGLISH ROAD
Trica
IHFC – D515
SAMS: SUITES AT
MARKET SQUARE
Victor Innovative
Textiles
312 S. Hamilton St. –
S-303
NFM: NATIONAL
FURNITURE MART
Vista Fine Arts
IHFC – M335 Pavilions
West Bros. Furniture
IHFC – D1144
Zedbed
IHFC – M632
ON RETAIL
BY DONALD
COOPER
ARE YOU PRO-ACTIVELY
BUILDING A MILLIONDOLLAR DATABASE?
In this highly competitive retail environment, there’s nothing more
important than talking to your customers. To be convinced you’ve got
the answers to their problems, they need to hear from you. But how can
you do that, if you don’t know who they are? If you want to grow sales
and boost profits, make a list – in essence that’s all a database really is.
M
Y WIFE AND I TYPICALLY SPEND THREE
wonderful weeks every December at our country house in the Muskoka Lakes area, two
hours north of Toronto. What I’ve discovered
about most of the business people in that region is that they
do nothing to proactively grow their businesses. They have,
however, become quite proficient at whining about how lousy
business is.
In just one day, the week before Christmas, I:
• bought a new power drill at a local lumber yard;
• shopped at a gift shop;
• browsed through the studio of an artisan potter;
• bought flowers at a flower shop;
• purchased a gift certificate at the local live performance
theatre; and,
• ate lunch at a local chef-owned restaurant.
The sad thing is not one of those six businesses asked me
if I’d like to be on their database so they could pro-actively
advise me about upcoming events, special offers or community happenings. Not one of them is building a database that
will allow them to communicate, add value, build relationships, create loyal fans and, organically grow their business.
Not only would this simple step add to their bottom line
every year but, some day, when they want to sell the business, it would be worth a lot more with a large, active and
loyal database than without one. Anyone who ever sold a
paper route when they were a kid knew at the age of 11 that
a database is worth big money.
Depending on what business you’re in, the least amount
of information you want to gather for your database is the
customer’s name, the name of his or her business (if rele-
vant) and his or her e-mail address. If it’s helpful, over time,
you may add to that basic information by documenting
some or all of the following:
• address and phone number;
• name of family members or relevant family info;
• what they buy, when and how much they buy;
• how they prefer to pay;
• their likes, preferences, dislikes and special needs;
• their interests, values and concerns;
• special dates in their lives, or in their relationship
with you;
• how long they’ve been a customer; and,
• a summary of past complaints or service problems with
notes on how they were resolved.
As an aside, the overwhelming majority of furniture, mattress and major appliance retailers capture most of this information every time they write a delivery order. The trick
is to constantly include this information in your master or
promotional database.
Fairmont Hotels, regardless of where I’m staying – which
can be anywhere in the world – knows all the things listed
above about me. They also know I’m allergic to feathers,
prefer a king-sized bed and a room on a high floor, near
the elevator. And they use that information to serve me
wonderfully.
On the other hand, over the past four years I’ve spent
over $20,000 at Home Depot on lumber, stain, tools, flowers,
mulch and a large garden tractor – and they don’t know me
from a hole in the ground. I think I’m an important customer, but never get treated that way because they haven’t got a
clue who I am. What a missed opportunity. }
HomeGoodsOnline.ca
37
It’s tough to have a relationship with people you don’t
know a lot about. So, here’s the thing, if the pizza place
around the corner – the one your family orders a $15 pizza
from, over the phone, every few weeks – knows more about
you, your preferences, your buying habits and your family,
than you know about some of your most valuable customers, you have a problem in today’s hyper-competitive world.
The good news is the problem can be solved easily with a
little effort and some very affordable software.
My advice: stop whining about needing more sales and
do something about it. The internet really is the greatest
‘gift’ to the art and science of retail marketing ever devised.
It allows you to market and promote directly to people who
already know you, trust you and love you – and the rest of
the world – through your web site, blogs, electronic newsletters, ‘special announcements’ and social media.
There are a number of good examples of businesses that
“get it”. For instance, last Valentine’s Day my wife and I
drove 120 miles and paid a lot of money to have dinner at
the beautiful Inn on the 20 in Niagara Region’s wine country, southwest of Toronto. Why did we do that? Simply, because they asked us to.
We drove past literally hundreds of very good restaurants that were much closer to home and probably less expensive because Inn on the 20 served us wonderfully the
last time we were there, got us onto their database by asking us if we’d like to know about special gourmet dinners
and culinary events that they offer from time to time.
We cheerfully gave them our e-mail address and, magically, two weeks before Valentine’s Day a beautifully designed e-mail arrived on my laptop describing their special
Valentine’s dinner – just as I was starting to worry about
how I was going to make that day special.
I called their 1-800 number immediately, booked the dinner and was asked if we’d like accommodation in the inn
that evening and, perhaps, a relaxing couple’s massage the
next day to extend the celebration. Now, here’s the bottom
line on all of this. When we arrived at 6:30pm, the dining
room was packed with happy couples. This inn is in the
middle of nowhere, especially in the winter, and they filled
the place because they built a customer database, created
an extraordinary event and then promoted it to their database, at virtually no cost to them. They were pro-active and,
so, they were making money.
Proctor Marine in Simcoe, Ontario uses their database to
send out a helpful, monthly e-newsletter with important information on boating, boat maintenance, new products and
tips on where and how to fish. It’s a marketing masterpiece.
Peter Swanek, owner of Peter’s Players in Gravenhurst,
Ontario, started with about 200 e-mail addresses of people
he thought might like to know who’s playing at his newly
opened blues and jazz venue. By using a pop-up on his
web site he quickly grew that list to over 6,000 followers
and fans and by using it, now sells out most shows in a few
hours. But be warned. To do this, you need a great web designer. Don’t deal with amateurs – even if he’s your nephew.
What I find really goofy is the thousands of businesses
that spend the money and effort to create a customer data-
38
HGO merchandiser
base and then do absolutely nothing with it. They have all
of the expense and none of the benefit. I see it all the time
and, quite frankly, it’s crazy.
A few years ago we had the built-in humidifier in our condo serviced by a company recommended by the manufacturer. When the service man (also the company owner) finished
the work, he used his cell phone to take photos of the equipment and the label with the model and serial number on it.
He told me that when he returns to his office, he’ll create
a database file for us and insert those photos, along with
a note about the work he did and what work will likely be
required on his next visit. Then, if we call for future service,
he’ll simply look us up in his database and immediately
know what tools and parts to bring as well as how much
time to schedule for the work.
He also assured us he would create an automatic ‘bring
forward’ in his database system and pro-actively call us
when the next seasonal servicing is required. This is brilliant, pro-active marketing at its best – it creates customer
ownership and increased sales, except for one thing. It has
been three years since that visit and he hasn’t followed up
once. Not a peep. Nada. Nothing.
Many business people complain their customers refuse
to divulge their name and contact information. In my experience, this is a sure sign your customers don’t like, value or
trust you. Clearly, you’ve failed to build a meaningful relationship with these folks.
If people believe you will honestly send them valuable
and interesting information, news, insights, reminders, updates and special offers of interest to them and you won’t
abuse the relationship or ‘sell’ it to others, they’ll gladly
give you their contact information. So, if you can’t build
trust, you won’t build a database. But then, without trust
nothing can be built.
Bonus thought: In addition to your database of customers and prospects, you should create a separate database
of media and key influencers who write, broadcast or blog
about what you sell or the lifestyle you deliver. Then, every few months, send them something interesting or even
controversial about what you do or your industry. Tell them
what’s new; what’s special, what’s next – most anything their
followers will find interesting. These people can help make
you ‘famous’ and, remember, famous is good.
So, what will you do to create and then consistently and
responsibly use a database of customers, prospects, media
and key influencers? How will you use it to deliver value,
build relationships, inform, amuse, inspire, increase sales
and grow your bottom line? HGO
A regular contributor to Home Goods Online, DONALD
COOPER has been both a world-class manufacturer and an
award-winning retailer. Now, as a business speaker and
coach he helps business owners and managers throughout
the world to rethink, refocus and re-energize their business
to create compelling customer value, clarity of purpose and
long-term profitability. For more information, or to subscribe
to his thought-provoking free business e-newsletter, go to
www.donaldcooper.com.
ADVERTISERS’
INDEX
Pages 2-3
Phoenix AMD International
41 Butler Court
Bowmanville, ON L1C 4P8
T: 800.661.7313 F: 905.427.2166
www.phoenixamd.com
Page 5
Natura World
c/o Sommex Bedding Corporation
53 Bakersfield Street
Toronto, ON M3J 1Z4
T: 800.567.7933 F: 888.567.7934
www.naturaworld.com
Page 7
Canadian Home
Furnishings Market
101-1111 Saint-Urbain
Montreal QC H2Z 1Y6
T: 514.866.3631 F: 514.871.9900
www.tchfm.com/en
INDUSTRY CALENDAR
October 18 to 23, 2014
HIGH POINT MARKET
High Point, North Carolina
www.highpointmarket.org
December 3 & 4, 2014
IIDEX CANADA
Metro Toronto Convention
Centre North, Toronto
www.iidexcanada.com
January 6 to 14, 2015
ATLANTA INTERNATIONAL
GIFT & HOME FURNISHINGS
MARKET
AmericasMart
Atlanta, Georgia
www.americasmart.com
January 18 to 22, 2014
LAS VEGAS MARKET
World Market Center
Las Vegas, Nevada
www.lasvegasmarket.com
January 22 to 25, 2015
INTERIOR DESIGN SHOW
Metro Toronto Convention
Centre North, Toronto
www.interiordesignshow.com
January 24 to 27, 2015
TORONTO WINTER
FURNITURE SHOW
Toronto
www.chfaweb.ca
January 25 to 29, 2015
TORONTO GIFT FAIR
Toronto International Centre
Mississauga, Ontario
www.cangift.org
March 8 to 11, 2015
PRIMETIME
Gaylord Texan
Dallas, Texas
nationwideprimetime.com
February 5 to 8, 2015
TUPELO FURNITURE MARKET
Tupelo, Mississippi
www.tupelofurnituremarket.com
March 22 to 25, 2015
QUEBEC GIFT SHOW
Place Bonaventure
Montreal
www.cangift.org
February 22 to 25, 2015
ALBERTA GIFT FAIR
Edmonton Expo Centre
Edmonton, Alberta
www.cangift.org
March 3 to 7, 2015
MALAYSIAN INTERNATIONAL
FURNITURE FAIR
Putra World Trade Centre
Kuala Lumpur, Malaysia
www.miff.com.my
March 31 to April 1, 2015
OHIO HARDWOOD
Furniture Market
Buckeye Event Center
Dalton, Ohio
www.ohiohardwoodfurniture
market.com
April 18 to 23, 2015
HIGH POINT MARKET
High Point, North Carolina
www.highpointmarket.org
June 4 to 7, 2015
THE CANADIAN HOME
FURNISHINGS MARKET
International Centre
Mississauga, Ontario
www.tchfm.com
Pages 10-11
Cantrex Nationwide
3075 Thimens, Suite 300
St-Laurent QC H4R 1Y4
T: 514.335.0260 F: 514.745.1741
www.cantrex.com
Page 15
Magniflex
1000 5th St., Suite 220
Miami Beach, FL 33139
T: 905.481.0940
www.magniflex.com
Page 19
Brentwood Classics
57 Adesso Drive
Vaughan, ON L4K 3C7
T: 905.761.0195 F: 905.761.0198
www.brentwoodclassics.com
Pages 20-21
Serta Canada/
Star Bedding Products
40 Graniteridge Road, Unit #2
Concord, ON L4K 5M8
T: 800.663.8540
www.sertacanada.com
Page 25
Protect-A-Bed
1500 S. Wolf Road
Wheeling, IL 60090
T: 519.822.4022
www.protectabed.com
Page 29
Obusforme
c/o Sommex Bedding Corporation
53 Bakersfield Street
Toronto, ON M3J 1Z4
T: 800.567.7933 F: 888.567.7934
www.obusformemattress.com
HomeGoodsOnline.ca
39
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