For Henry J.W. Vanderminden IV, incoming Chair of the Board of Directors of the International Casual Furnishings Association (ICFA), even a family history of more than a century manufacturing casual furnishings didn't provide a precedent for the tremendous industry growth businesses have experienced during the past four years. 'Continuing that pandemic peak requires the efforts of every segment of our industry,' said Henry, president of Telescope Casual Furniture, Inc. 'Participating in Casual Market Atlanta – the greatest display of outdoor furniture in the world – is the most powerful way for ICFA members to ensure their companies' success.'
Henry J.W. Vanderminden IV, incoming Chair of the Board of Directors of the International Casual Furnishings Association.
Henry attended his first association meeting at Casual Market in Chicago in 1987. He was fresh out of college, travelling with his father, Henry "Hank" J.W. Vanderminden III, who served on the board of the Summer and Casual Furniture Manufacturers Association, a precursor to the ICFA, for several decades. Henry immediately saw the benefits of networking with competitors for the industry's greater good. He eventually expanded his involvement by becoming the Chair of the Board, with a two-year term between 1999 and 2000.
'I learned so much during that first time and am pleased to take this leadership role again, 25 years later. Now that our membership includes retailers, sales reps, designers, manufacturers and suppliers to the industry, we must consistently develop benefits that add value and generate revenue for all our members. The relocation of Casual Market from Chicago to Atlanta is a perfect example of a powerful business-building strategy the Association can provide,' he said.
The ICFA's negotiating power resulted in securing a stunning new exhibit venue, featuring modern aesthetic design and almost 30 percent more space conveniently organised on floors 2-7 of the renovated AmericasMart building. 'Recognising the value we could offer in Atlanta, most manufacturers chose to lease larger spaces, enjoying the opportunity to showcase more products in a place with a contemporary, professional ambiance,' continued Henry.
For buyers, the prospect of visiting more permanent and temporary exhibitors increases the attraction of the July and September Markets. A travel incentive program featuring subsidies co-developed by the ICFA and ANDMORE, the owner of the Casual Market Atlanta venue, increases the appeal. 'Retailers can apply for funding for two hotel rooms for two staff members for two nights, with a third night added if they are an ICFA member. That's the equivalent of up to $1500. If a retailer chooses to join the ICFA, they pay the $300 membership fee and immediately receive the full incentive,' Henry explained.
'ANDMORE provides information about hotels, restaurants, travel options and anything else someone new to Atlanta would need to feel comfortable. We know buyers will be exponentially wowed by what they see when they go to Market, and the incentives make it easier for them to travel to either. We understand that the seasonality of retail sales and the type of store influence whether a merchant attends the Market in July or September. When possible, we hope they consider coming to both for an optimal buying experience,' he said.
Cost-cutting incentives for manufacturers include discounts for early registration and participation in both Markets. Temporary exhibitors committing to both Markets receive free product storage between July and September, along with a 50 percent discount for the second show if they exhibit at both events. 'Telescope was once a temporary exhibitor at the Market. It is a smart, strategic first step for companies just starting or expanding their product lines.'
While the ICFA's Elevate Educational Conference in February is nationally recognised for the value of its business focus, market goers can get a taste of this event at the Retailer Roundtable, held the day before each Market starts. According to Wayne Paul of Bay Breeze Patio in Miramar Beach, Fla., 'Going to Casual Market Atlanta is well worth it just for that!'
The recent hiring of two ICFA staff members to recruit and manage retail members is another important growth tactic Henry sees bearing fruit during his tenure. 'Reaching out to retailers is the objective for Candy Chase, a 25-year veteran of the industry, for the Western region, and Jill Schiff, from Mercedes-Benz, for the East. They will build our membership through a focused personal approach and become valuable resources to all our retail members,' he added.
Henry looks forward to continuing to build upon the many successful decisions of previous ICFA boards and the hard work and dedication of Executive Director Jackie Hirschhaut and her staff. 'Our strategies for growth will build our membership and expand our influence on the global casual furnishing market.'
Henry is very grateful to work in a family business and has an inherited passion for the outdoor furnishings' industry. He considers himself fortunate to have forged strong personal relationships with many peers over the years and looks forward to working together to build a larger and more meaningful industry organization. In his leisure time, he enjoys travelling with his wife of 32 years and their three adult children, and enjoying outdoor sports like biking, skiing and boating.
More information:
International Casual Furnishings Association
[email protected]
www.icfanet.org