Press Release - November 12, 2008

NHFA continues progress on consumer awareness campaign

HIGH POINT, NC – National Home Furnishings Association (NHFA) is moving ahead with its efforts to increase furniture store sales by educating consumers to the intrinsic value of home furnishings in creating a beautiful, livable home.

NHFA’s Board of Directors has approved a plan for the development of an industry website to help consumers through every stage of the furniture buying process. The Board’s number one criteria for the web portal page is an easy-to-navigate format. It must be designed to take consumers from the initial step of determining what they need to furnish their home to fit their tastes and lifestyle to finding the retail home furnishings store that has the products they need, that provides the level of service they expect and where they can buy with complete confidence.

The association has engaged two consulting firms to work with the NHFA staff and leadership to create a strategic vision for an NHFA furniture industry marketing program and consumer web portal. They are Strategic Marketing Solutions and JG Sullivan Interactive. Principals of the two companies, Ron Carpenter and John G. Sullivan are spearheading activities.

Doug Kays, NHFA president, emphasized that the new solo direction will maintain the goal of influencing consumers to view home furnishings as a necessary part of their lives and ultimately spurring business for the whole industry. He also clarified that unlike the previous plan, NHFA will be the sole owner of the program although suppliers, vendors and other key members of the industry are invited to participate and benefit from the marketing thrust.

Kays said, “We remain very excited about the vast possibilities in the program. We are not simply developing another website for furniture. NHFA’s website will provide the consumer, supplier and media with the richest resource for education and information, drive sales directly to the retailers’ stores and provide the entire industry with a sales boost.”

For more information, contact Karin Mayfield at (800) 888-9590, ext 6134.