RECAP: The Fall 2019 High Point Market
Another fall High Point Market has come and gone—and it’s clearer than ever why it remains a priority for a number of bedding brands. While Las Vegas often garners more attention, High Point continues to offer a distinct value to both manufacturers and retailers. The slower pace creates an environment where companies have a chance to really connect to the wider industry in a deeper way. That includes having longer, more meaningful conversations and nurturing relationships with many different kinds of retailers.
We chatted with a few of the bedding brands at the fall market to get their take on why High Point continues to be a draw for both them and their customers.
“The High Point Market opens the door to traditional home furnishings retailers that don’t always show Las Vegas Market,” said Stephen Chen, president of MLILY USA. “Because it’s a longer market cycle, there tends to be more time for quality conversations with dealers in High Point providing the opportunity to have more in-depth meetings.”
MLILY was highlighting its AirDream sleep system at the fall market. Designed to promote cooler sleep, this combination adjustable base and mattress features a series of fans in the base to circulate a gentle airflow throughout the innerspring support and charcoal-infused memory foam. In addition to providing temperature control, the airflow also helps inhibit moisture buildup and prevent odor.
Over at the Eclipse International showroom, the company was shining a spotlight on mid-priced mattress offerings with the unveiling of the New Yorker Collection. Debuted under its Eastman House brand name, this four-mattress line captured retailers’ eyes with its elegant hand-tufted designs, luxurious feel and approachable price points. The company also noted High Point’s differentiated retail audience as a major draw of the event.
“The High Point Market provides the opportunity to capture a different type of retailer from the ones we see in Las Vegas,” said Stuart Carlitz, president and CEO of Eclipse. “Eclipse and Crown Mark share a number of retail partners, and the showroom in the heart of Market allowed the bedding company to increase its exposure to a number of new dealers.”
In addition to giving manufacturers the chance to connect with new types of retailers, the fall market is a unique opportunity to deepen relationships throughout the industry. According to Shifman Mattresses, the quieter environment made for one of its most impactful debuts in recent history.
“While traffic seemed a little light, Shifman continues to be a destination for retailers who want unique mattresses that provide value at luxury price points and differentiate their assortment. The introduction of our new Quilted Collection was one of the best-received new collections that I can remember,” said Shifman President Bill Hammer. “We connected with many of our valued retail partners and friends at Benjamin T. Moyer Furniture, Pierce Furniture, Hendrixson’s Furniture, Bragg’s of Huntsville, Brielle Furniture and more. Plus, we got to further our relationship with many valued prospective retailers in our goal to satisfy more customers across the nation.”
Sluggish traffic wasn’t a concern for all the bedding brands though. In fact, Malouf noted that it saw its traffic double at the fall market, thanks in part to the grand opening of its new showroom on the first floor of Market On Green. According to the company, its retail visitors were most excited about its updated line of Adjustable Bases.
And far away from all the distractions of Las Vegas, High Point is uniquely suited to hosting special events outside of the normal showroom visits. This year, Malouf was pleased to host the Withit President’s Reception – while MLILY’s “Moonshine Mixer” helped raise more than $5,000 for its community partner Special Spaces, which renovates bedrooms of children battling life-threatening diseases. These sorts of events are yet another chance to engage with the wider industry in new, more meaningful ways.
All in all, the fall show was a good reminder that, when it comes to any market, you get out of it what you put in. Investing the time and effort into keeping things fresh and exciting will make you a priority—and give people a reason to stop by. And for retailers, High Point continues to be an opportunity to get one-on-one face time with brands that are really dedicated to fostering good relationships.