Futons are bouncing back comfortably

BOULDER ? If futons could talk, they might say that reports of their death have been greatly exaggerated.

You remember futons ? those rocklike cushions on rickety frames that unfolded into a bed, staples of dorm rooms and guest rooms around the country.

Shops that sold them came close to rivaling Starbucks in real-estate holdings. You?d see them on every corner. Then sales started sagging and the stores ? well, folded.

Retailers say futons? image got tarnished as furniture that wasn?t very comfortable.

?Many people have this negative outlook on futons, that they were lovely things you had in college, or the one you had to sleep on that time at a friend?s and got zero rest,? said Cary Schram, owner of Boulder Mountain Futons.

But Schram said innovations in the futon industry are helping it make a comeback in today?s marketplace. ?We know those innovations will give futons a more positive image,? he said.
Schram can be described as the man who saved Boulder Mountain Futons. In fall 2002, he took over the store. Since then, business jumped 37 percent in one year, and he neared $1 million in sales in 2004. Schram said the company is on track to reach sales of $1.2 million in 2005.
So, besides his positive attitude, how did he do it?

Better products and a broader market.

?The futon industry is changing, improving, and futons today are more comfortable and longer-lasting,? Schram said.

Schram said only about 15 percent of his customers are students, with the rest being ?everyone who needs furniture.? He estimates that about 85 percent of his customers are 22 and older. That includes ?professionals and couples, people with families,? he said.

He said the increased business is coming from loyal futon customers, new referral customers and across all age brackets and up and down the Front Range.

?The keys to success are in listening and understanding what these customers want and providing a knowledgeable and helpful sales staff with emphasis on product knowledge, good communication and customer service,? Schram said. ?Too many times in today?s marketplace we expect to receive horrible service, and we all strive to go above and beyond.?

In addition to the service, Boulder Mountain Futons has increased its offerings by adding a complete line of bedroom furniture, with an emphasis on different styles of platforms, an alternative sleep line featuring latex and organic mattresses, memory foam and high-quality foam futon mattresses.

?These products gave us the depth to grow, and we coupled this with down-to-earth friendly selling,? Schram said. ?We always fill our customers? needs, so it makes the process easy and fun for everyone involved.?

He added that he often hears from customers that their shopping experience was easy.
?This proves to me and my staff that we are doing a superior job. All of this increases our word of mouth and amount of referrals that visit our business,? he said.

Schram said the most dramatic changes within the futon industry have to do with the increase in the quality of the futon and the number of styles of frames and covers.

Futon Life, a trade publication for the industry, reports that futon furniture is garnering more interest because of added promotional efforts.

But the magazine also reports that ignorance among some retailers about market direction and product details abound, and that many people in the trade look at futon furniture as ?a poor second cousin.?

To enhance the futon image, Schram said the industry has started with the three basic components of the futon itself: the pad, frame and cover. He says the pads are no longer ?that 100 percent cotton mattress that weighed two tons and was hard as a rock.? Now there are more than 20 kinds of futon pads with varying thickness of high-density foam, small amounts of cotton, premium fiber and sometimes springs.

The frames come in many sizes, from chair to twin, love seat, full and queen. Some are made of pine and oak, but most are made of ?sustainable hardwoods that lessen the impact on the environment without compromising quality,? Schram said. ?Many of these frames have six different finishes, so the customer can easily match their decor.?

Cover choices, he said, ?are endless; we have over 1,300 fabrics to cover futons.?

Futon Life reports that covers allow the consumer the opportunity to change their room decor quickly and are ?a great way to get your customers back? into the store for repeat business.
?Consumers are always looking for something to sleep on, and they always have a small space, second bedroom, office and main living spaces that need functional and comfortable furnishings. The futon convertible is the answer to these needs,? Schram said.

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