Furniture Today

Coverage of the High Point International Furniture Market breakfast, where Robin Baron talks about interior designers and their purpose in the industry.

From “Panel discusses importance of designers”, By Heath E. Combs:

AT THE MARKET – Ten years ago, a design professional might’ve had to stretch the truth to get into High Point’s furniture showrooms, joked Robin Baron, president of Robin Baron Design, to reporters at Monday’s press breakfast.

These days, she said, invitations to showrooms and parties flow more freely as many in the furniture industry recognize that designers have grown in importance and influence.

“I’m so glad High Point has opened its arms to designers—finally,” Baron added.

She was one of four members of a panel at the breakfast that touched on the role of designers and their rise.  Evidence they cited included the increased presence of design professionals on television and the growth of in-store design centers.

High Point Market Authority President Brian Casey said that this week’s market has registered 15,000 designers and hopes to exceed that number.

Baron said interior design is a profession that can affect the lives of consumers in profound ways.  The process helps create an environment that nourishes and encourages their lives, she said.

“We help the clients have more confidence,” Baron said.

Panelist Farooq Kathwari, chairman and CEO of Ethan Allen, said the manufacturer and retailer now calls its 300 stores “design centers.”  Ethan Allen also hired 3,000 interior designers, about 30% of whom ran their own business, he added.

Todd Hady, a panelist and vice president of sales and marketing, for Kincaid Furniture, said domestic furniture manufacturers are important to the design world because they offer more customization than importers.  He said his company began a move last year to better accommodate designers last year with custom programs.

He also said the designer-oriented business has held up better than other distribution channels.  Sales forces that once considered designers “a pain” are now more focused on them, said Hady.

Design centers in stores aim to create interpersonal comfort, said Fred Berk, president of the Fort Myers, Fla.-based upscale chain Robb & Stucky.  Such centers not only offer access to professional design expertise, but give store personnel a chance to listen to customers, understand their budgets and make them comfortable about purchases.

“Clive (Lubner, CEO of Robb & Stucky) has a great saying: ‘Design is listening,” Berk said.  “At every different level today they are looking for help.”

Baron said the accessibility of in-store design centers and free in-home consulting add value to the home furnishings purchases.

Also at the breakfast, Ellen Gefen, owner of Gefen Productions, a communications and video production agency, gave a fall furniture fashion preview.

She noted that this year’s upholstery trends pull purples and grays from apparel.  Other touches pulled from apparel include introductions with flashier studs, nailhead trims, and crystal inlay accents that mimic jewelry-like features on clothing, she said.

Introductions also feature more feminine details, including ruffles.  Gefen pointed to an upholstered chair resembling a tied corset as another feminine touch.  The aim, she said, is to “make furniture sexy.”