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New exhibits and events at this year’s Casual Show made its 25th anniversary at the Chicago Merchandise Mart a truly memorable experience.
BY CAROL DAUS
Almost two months have passed since the 2006 Chicago International Casual Furniture & Accessories Market™. Approximately 300 exhibitors participated in this year’s Casual Market, which featured several new programs that were particularly well received by more than 5,000 attendees.
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| The exterior design showcase featured an incredible display of outdoor vignettes designed by leading landscape architects and designers with key manufacturers and industry partners. Designer: Gregory Lombardi for Gregory Lombardi Design, Inc. |
It is only fitting that one of the highlights was an actual fashion show, complete with willowy models and a full-length runway. That is because the casual-furniture/outdoor-living industry today is clearly taking cues from the world of high fashion by manufacturing products that incorporate the latest trends in design, colors and fabrics. Elizabeth Cooley is marketing director for the casual-furniture industry for Merchandise Mart Properties, Inc. She says, “Today’s manufacturers are looking outside the industry for inspiration, and our alfresco fashion show was the perfect way to show just how sophisticated the entire casual-furniture/outdoor-living field has become.” Held before an over-capacity crowd, the fashion show (designed by Faye McPherson) featured models wearing outdoor fabrics from Sunbrella and 11 other fabric companies. “Our fashion show was a huge hit, so we’ll definitely be featuring this at next year’s market,” Cooley says.
Another first for the Casual Market was the exterior design showcase, an eye-catching display of outdoor vignettes created by leading designers, landscape architects, manufacturers and industry partners. The exhibit space was decorated with live plants and beautiful furnishings, giving attendees ideas on how to transform spaces into stunning outdoor-living areas. “When you stepped into this area, you completely forgot you were in a trade show,” Cooley says.
A NEW AND IMPROVED MARKET
Joseph Logan, executive director, Summer and Casual Furniture Manufacturers Association, notes that the fashion show and exterior design showcase are just two examples of how the Casual Market gets better every year. “These events brought a new level of excitement to the Market, and you couldn’t help but notice the upbeat mood throughout the halls,” he says. “We’re all hoping this translates into a strong order season for our members.”
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| An alfresco fashion show was headlined by Sunbrella® and featured outdoor fabrics by 11 other companies. |
Cooley was also pleased with the increased number of new buyers who were in attendance, including large home-furnishings clients. She adds that many specialty retailers this year were hoping to expand their product offerings in order to promote more fully the outdoor-lifestyle concept. “For example, we’re seeing retailers who, in the past, may have focused on pools and spas now expanding into outdoor furniture, accessories and lighting,” Cooley says. Related to this is the blurring of lines between outdoor and indoor living. This theme was evident throughout the Casual Market’s exhibits and presentations. One of the keynote speakers, designer and HGTV host Joe Ruggiero, spoke specifically on how his new Sunbrella outdoor fabrics can be used indoors as well as outdoors. From the manufacturer displays, attendees had the opportunity to see for the first time a stunning assortment of outdoor fabrics consisting of chenille, velvet and damask weaves.
According to Whitney Gillespie, director of sales, Merchandise Mart Properties, the Casual Market has evolved over the years to the point where its exhibits now resemble high-end couture showrooms. “We’re no longer a pipe-and-drape show like many trade shows today,” Gillespie says. “Our facilities, from our floors to our walls, help to showcase merchandise in the best possible way.” Since consumers and the retailers are looking for high-quality, top-line outdoor products, it is especially important to display them in beautiful settings.
WELL-DESERVED RECOGNITION
As in past years, the SCFMA, along with Merchandise Mart Properties, pulled out all the stops to make this year’s awards programs particularly memorable. The 47th Annual Apollo Awards ceremony, honoring recipients for retail excellence, was held in the elegant Grand Ballroom of Navy Pier. In the single-store category, first place was awarded to Sunnyland Furniture of Dallas, which also received the first-place award last year. Salt Lake City-based Leisure Living received second place and Dodds & Eder of Oyster Bay, N.Y., received third place. In the multistore category, first place was awarded to Georgia Backyard of Suwanee, Ga. Patios Plus of Rancho Mirage, Calif., received second place and Waterloo Gardens of Exton, Pa., received third place.
Manufacturers were also recognized for their innovation, craftsmanship and creativity in product development. The Pavilion Bungalow by E-Z UP, a new member of SCFMA, received the Lillian B. Winchester Best of Show award in this year’s design-excellence competition. Another new member, Jane Hamley Wells, received an award for its Waterfall Shower.
The Casual Furniture Retailers Association and SCFMA also honored Allen Swers and William Carlton “W.C.” Vice with the 2006 Lifetime Achievement Award, which recognizes individuals who have made exemplary contributions to the casual-furniture industry. Swers is recognized as a founder of the outdoor-furniture fabric industry, with more than two decades of innovation at Glen Raven’s custom-fabric division. Vice is the owner of Casual Living & Patio Center, with retail stores in Lexington and Louisville, Ky. Vice was also a charter member of the National Association of Casual Furniture Retailers and served as its treasurer.
In advance of the Casual Market, the SCFMA also elected new officers and directors. Rory Rehmert of Meadowcraft was elected president for 2007-2008. Kenneth Burrows, Terra Furniture, is first vice president; Dean Engelage, Woodard, is second vice president. Merv Conn, Minson Corp., moves to chairman of the board. Debbie Young of Windham Castings and Bill Markowitz of Veneman were selected as new directors, each set to serve three-year terms.
Due to the success of this year’s and past Casual Markets, many in the industry were pleased when SCFMA recently signed a ten-year agreement with Merchandise Mart Properties to continue to produce and host the show at Chicago’s Merchandise Mart through the year 2017. It is easy to understand why Chicago has become such a perfect home for the show. “We’re right in the middle of the United States, have an international airport, and Chicago is as cosmopolitan as New York City but also has a friendly, Midwestern feel,” Gillespie says. “We’ve also found that with the permanent showrooms located here, this has really become a second home to many in the industry.”
The 2006 Casual Market may have come and gone, but the sales and marketing staffs of Merchandise Mart Properties are already hard at work planning the 2007 show. “We actually started planning the 2007 show when the 2006 market was still taking place,” Cooley says. “It takes an entire year to pull together, and we’re always looking at ways to raise the bar from year to year.” Given the quality of this year’s special events and exhibits, attendees and exhibitors at the 2007 Casual Market will surely have something to look forward to next year.
PHPR November/December 2006
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