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HFA member John Rose likes to use raw, unedited video in his social media campaigns.
Shop Talk
Robert Bell
Social media video for your store: Keep it raw (and real)

When HFA member John Rose learned a competitor was spreading false information about his furniture store, J.R. Furniture, he decided to set the record straight through social media video. But Rose knows social media isn’t always what it seems. With so many filters and editing tools available, who can tell if that picture of your niece on prom night is the real deal? So Rose pulled out his cellphone and made a video. It was anything but polished, but it was also authentic. The best part of creating a video for a platform like Facebook Live is that what you

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David McMahon
News
Robert Bell
Forecasting your business for 2020 starts now

Marathons are a lot like running a furniture store. It’s important to finish strong. In the HFA’s Fall Insights magazine, David McMahon offers furniture retailers advice on the final push. But that’s just the start, says McMahon. Here he offers some tips on forecasting for the next year. Retailers can forecast any time, he says. “The end of the year or the start of the new year is just a convenient time that people like to do this,” he says. “They’re reflecting on what happened in the past and are hopeful for the future as to what could happen.” McMahon

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Tepperman's Furniture opened this "pop-up store" to recruit employees.
Shop Talk
Robert Bell
This pop-up didn’t sell a single thing. It was a huge success.

Two months after its opening, the Tepperman’s Furniture pop-up store in an Ancaster, Ontario, mall closed without selling a single appliance or piece of furniture. Andrew Tepperman is delighted with the pop-up’s success. That’s because the pop-up, filled with 35,000 square feet of product, was never created to sell furniture. Instead, it was designed to sell something else. Passersby were invited to apply for jobs at Tepperman’s newest store opening in a nearby former Sears building. By that measure, the pop-up was a hit. Nearly all of Tepperman’s 50 employees at the new store, which opened in August, came through

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A brown chest and white chest
Policy Matters
Doug Clark
Tip-over risk prompts another recall

The risk of tip-over accidents prompted another  recall,  the Consumer Products Safety Commission said Sept. 25. The order covers three-drawer chests imported by Home Meridian International. “The recalled chests are unstable if they are not anchored to the wall, posing serious tip-over and entrapment hazards that can result in death or injuries to children,” CPSC said. “The chests do not comply with the performance requirements of the U.S. voluntary industry standard (ASTM F2057-17).” The recall is proactive. CPSC said no incidents or injuries associated with the chests were reported. CPSC is testing furniture. Home Meridian Co-President Lee Boone said CPSC purchased

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High Point Market Attendee points at seminars offered by the Home Furnishings Association
Shop Talk
Home Furnishings Association
Raise your marketing game at the HFA’s Resource Center

Marketing presents a constantly changing learning curve for many furniture retailers. What are the best ways to reach and convert customers? Direct mail? Email? Texts? Television, radio or newspaper ads? Social media? How much of which? Where can scarce dollars be applied most effectively? How should messages be crafted? How can results be measured most accurately? So many questions! Some of the industry’s brightest minds will be at the Home Furnishings Association’s Resource Center, on the first floor of Plaza Suites, during High Point Market to help retailers develop a marketing budget and strategy for 2020. Here’s a look at

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Erik Qualman will speak at the High Point Theatre on Sunday, Oct. 20, at 3 p.m. The talk is presented by the Home Furnishings Association and is sponsored by Synchrony.
News
Home Furnishings Association
The Personal Touch: Erik Qualman preaches and practices online, offline balance

Erik Qualman purchases furniture in the same way he urges businesses to operate in the digital age: by finding a balance between online and offline. “It runs the gamut,” says Qualman, the popular speaker and best-selling author. “Sometimes we research products and buy online.” Other times, he and his wife visit a store with the goal of finding a specific piece. They browse the showroom, compare prices on the spot to what’s available online and usually end up buying in the store, he said. And sometimes they have furniture custom-made. This multi-faceted approach to furniture buying fits in perfectly with

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