A trip around one of the biggest trade shows for the furniture industry- Interiors 2010 – left me aghast this week at the lack of interest, product lines or even marketing towards sustainable design or production.
In 4 halls of the NEC, I spotted one small sign for PEFC timber and just two companies selling products made with the planet in mind – one of those was a Portuguese company over here for the first time.
One other company handed out free bags to entrants advertising special ‘trade show’ deals. One such deal offered an upholstered dining chair covered in ‘eco leather’ selling at a trade price of £42.99! As a retailer of recycled leather and knowing the prices involved I was intrigued to find more. I spoke at length to one of the sales people who was surprisingly knowledgeable about the recycled leather he was selling. The product was indeed waste off-cuts from hides used in the tanning industry that were headed for landfill. This waste product was then shredded to form fibres, which were then bonded back together and given a PVC coating for durability. This is in fact how recycled leather is made and it has environmental credentials because it diverts a waste product from landfill. I enquired about the sales for this particular product. Recycled leather cannot be sold as ‘leather’ because it is classed as bonded fabric and so it has a lower price point. That is the reason for any sales made – i.e. lower price points!
Speaking later with the one FSC certified company in the whole show, they had received a great deal of interest. Their stand was suitably decorated with a large overhead hoarding depicting the great work that their chosen charity Tree Aid was doing in the third world. The FSC logo was clearly visible and many people stopped to ask about the bedroom ranges on offer. The reaction from the industry however was incredulity. What was this FSC logo all about? How do you expect to compete with prices that are so high? I can buy that bed frame for my shop for half the price in another hall! Once again price point is king!
Interestingly, when I spoke at length with the Portuguese company, whose business ethos was built around sustainable design and production, they informed me that on the Sunday, during public access, their stand had been extremely busy, but that interest had waned during the trade only days.
Perhaps it would be wise for those doing the purchasing in the furniture trade, to read up a little about how the products are made and the impact those products are having on the planet. In addition they might want to check if the consumers give a damn, I think they could be surprised.
