Brake Cane

Shamiana, a manufacturer of futons, is By updating its product line to include, frame futons were finished . The company has increased the thickness of the timber it uses in the framework and enhanced the quality of the futon mattresses. In the process of improving its futon products, Shamiana's products are available in the range of $299 to $499. Even though the cost points of the company are greater than the entry level price point of $ 199 to get a frame and futon mattress, it hopes its growth will come from replacement earnings.

As futons go from niche to mainstream Markets a manufacturer based here, is currently updating its layouts to convince customers.

President of Shamiana, Pranji Lodhia, mentioned, "The initial core market is fairly well addressed. Today we're currently trying to get to the sleeper client. That use can simply grow more and more. Where we have directed our product is double purpose, secondary sleep furniture."

"I don't sell the bare pine frames. We've distanced ourselves. We sell a finished product which has more conventional lines concerning frame design and the fabrics we choose are much more compatible in a normal home decorating surroundings than what we were doing five or six years back," noted Lodhia.

"We have brought up the look, the design And the finish of the product. Wemade it a much substantial frame and've gone to warmer dimensions in the wood. The customer wants something that's thicker. The student just appears at is as functional furniture," he explained.

By appealing to the expensive tastes of These consumers, Lodhia expects to exchange consumers. "This isn't a price client. This isn't someone who wants to purchase something for $199, that has pushed lots of the company," he mentioned.

He cited the Florida market as an example of Such expansion. "Every student in Florida that needs a futon possesses a futon, however, Florida is among the biggest growing markets. It is the parents and the grandparents who are purchasing them for if their children come."

The $5 to $10 million company, whose earnings in '92 also hopes growth will come from replacement sales to customers who bought futons were with the previous year and are prepared to trade up to futon mattresses, covers, and trendy frames.

"They are going to come from individuals who Have purchased futons and are wishing to purchase futons. They have discovered its benefits . It is far better than sleeping on a mattress that is cheap. We've got a generation that we are cultivating for the future markets," he mentioned.

He conceded that the industry may have "programmed Some people wrong" when competitive pricing led to earnings of $99 low-quality futons. He said, but "We've alienated some individuals, but by and large, a pupil who purchased a $199 futon and framework and used it for 2 years was served well."

The company sells mid-priced futons ($299 to $499 to get a full-size frame and mattress). It offers ten frame styles, mostly bi-fold designs, which vary from its best-selling modern Westwood framework ($299) at a light finish to its Mission framework ($499) at a cherry finish.

Additionally, It offers over 50 futon covers that Are available on a- boat basis to retailers.

At the San Francisco Home Furnishings Market, Which runs from July 24 to 28, the company will introduce more heavy frames, frames with side panels, and finishes that unite painted teal accents and walnut.

The company, which plans to de-emphasize futon Mattress manufacturing, will also comprise its new field of pocketed-coil innerspring futon mattresses from the Hartford, Conn.-based Gold Bond. The business signed an exclusive agreement to distribute Gold Bond futon mattresses in 10 western states.

While specialty stores introduced, he explained Futons, their availability in mainstream stores will add to their customer approval and help them become "the sofabed of the 90s."

Even though that may be disputed by sleep-sofa manufactures Prediction, futons are available in retailers like Best, Spiegel, JC Penney, Pier One Imports, and Home Express. Shamiana in May began distributing its futons through Mancini's, a sleep shop in Sunnyvale, Calif..

"The primary thing you have to go through Using a store is addressing futons as a company and educating the people about the floor rather than just having one or two fashions. Should you create the surroundings and possess many different products, the traditional store has a better chance when they're competing with the specialty store," he mentioned.

"I believe futons are going to be about awhile. We haven't tapped 20 to 50% of its potential," he added.