We finally have 60 degree-plus temperatures here in New York. The crocuses that bloomed earlier made it through the unseasonable weather — snow storms that lasted well into April — and are being joined by sprouts of tulips and daffodils. School for my son, who is a senior, is winding down and we are in full-on planning for graduation and the move to college. Indeed, this time of year has all the markings of new beginnings and fresh starts.
Without taking a formal poll, NFA president (and divisional merchandise manager, flooring, at Nebraska Furniture Mart) Dave Snedeker told me during a sit-down interview at the spring meeting in Cancun that members had a slow start to the year, mainly due to weather, but that sales were climbing in March and into April. My guess is that this holds true for specialty retailers across the country.
At NFA, many of the conversations started with two simple words — thank you. Thank you for your business, thank you for your partnership, thank you for your service and attention. Nearly every 20-minute conversation started that way. It shows the power of the relationship between a retailer — any retailer — and its vendors. It’s a precious and sometimes fragile relationship. What a great way to start.
Retailers here told me that while they were interested in seeing new products, particularly any that they may have missed at winter markets, this was time to talk about how existing products were performing, any promotions, service — including sales rep performance — and any other challenges they may face. Service, in fact, was paramount to many discussions — some brands succeed or fail by how they are serviced.
Service isn’t just about the territory manager or rep but about on-time delivery, claims and support at all levels. And, to some extent, the accessibility of company leadership.
Other conversations centered on exclusivity and brand protection, another critical issue to the performance of specialty floor covering retailers. And brand exclusivity extended beyond home centers and big box stores but to other specialty retailers in the region. Here at NFA, USFloors has a truly exclusive private label for the 40-some retailers, for example.
With so many options in the market for performance-driven products, these retailers said it comes down to service, exclusivity and relationships — another key driver of this group. These meetings are a safe space for sharing best practices about everything from funding 401Ks to guidance with entering new product categories. It is, said Snedeker, when the group works at its best.
And there is plenty of time at NFA meetings to have casual conversations — even vendors have the opportunity to catch-up with one another. In fact, it’s the industry at its best.
Like all retailers, the NFA faces challenges as well. Among them is the consolidation of manufacturers — evident on the show floor. It’s something the NFA board said it will address in coming meetings.
And while consolidation continues, new brands are born and earlier in April, FCW had the opportunity to deep dive into the Emily Morrow Home collection and design inspiration at its first Designer Summit in Nashville. There is a unique story to be told here. Backed by years of design experience at Shaw, Emily Morrow Finkell has a way of tapping into the heart of the consumer.
She isn’t price- or volume-based, but rather a boutique line that focuses on lifestyles, inspiration and beautifully crafted hardwood floors manufactured at the American OEM plant in Tennessee. Look for more on this brand’s story in the next issue of FCW.
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