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In recognition of The New York Merchandise Mart/Forty One Madison's steadfast presence as America's permanent showroom headquarters to the tableware industry, we have invited the mart's senior vice president, Carole Dixon, to share her insights on this ever-changing marketplace.

In looking back through the Forty One Madison archives in anticipation of the building's recent 30th anniversary, I was astonished at the myriad changes. Some companies, manufacturers, and retailers alike have disappeared from the scene, others have merged, and new entries have successfully found their niche in the marketplace. While many executives have stayed within the field, others have joined us from outside industries.
As director of The New York Merchandise Mart for the past 26 years, my sights have been firmly focused on creating the best permanent showroom environment for the tabletop industry. We are dedicated to quality in everything we do, from the seminars we stage during each show to the abundant and inspired table settings in the lobby. We work with the leading shelter, bridal, and gourmet magazines by offering conveniences that benefit buyers and manufacturers, such as limousine services and a complimentary café, during each market. We shun gimmicks -- you will never see a clown or a juggler on our sidewalk promoting our markets or a showroom. Like many venerable manufacturers, we have stayed true to our mission. Today, we are proud to have 23 floors filled with tableware- and gift-related showrooms that represent over 80 American and international companies with a roster of tenants that reads like a "Who's Who" in the tableware industry.

Market Changes
During my watch, I have witnessed numerous changes in the marketplace. But most notable are those companies and brands that have withstood the test of time. Similarly, they have persisted in their vision and core principals, which has prevented them from becoming diluted in the face of temporary economic downturns, demographic, or geographic shifts. Many of the most successful tableware companies have stayed true to their core businesses and not gotten off track by trying to become too many things to too many people.
This is not to say I don't recognize and welcome change. I do. Everyone is seeking new markets. But I think there is a lesson in looking at those companies -- both luxury/high-end and mass-market producers -- who have responded to change without losing sight of their core positioning.
Companies like Waechtersbach (left) have stayed true to their roots with a reputation for bold, strong color. Their shapes and compositions may change, but when you enter their showroom, the immediate message is color. Similarly, iittala (below) is best known for its great everyday glass with a contemporary look. A walk through their showroom will confirm that original Alvar Alto designs are as popular today as when they were introduced in the mid-twentieth century. Through good times and "not-so-good" times, these companies have not taken their eye off of the ball.
The first tabletop company to settle at Forty One Madison was Noritake in 1972 and this was soon followed by a host of other leading china, glass, and metalware manufacturers from around the world. Ten of the original companies are still with us, including Mr. Christmas, Nikko Ceramics, Oneida, Reed & Barton, Rosenthal, Royal Doulton, Stanley Roberts, and Wedgwood. (left) Villeroy & Boch, a 26-years-long tenant, recently renewed its lease for another ten years and doubled its footage.
The American market for tableware has been gradually shifting from fine china dominated by traditional "bridal" patterns to a more casual style that includes color, pattern, and in many cases, mixing and matching of colors and patterns, a very avant garde idea 30 years ago. For many companies, this has opened up new markets. Even traditional manufacturers are making new offerings. For instance, Wedgwood recently introduced an oversized European ceramic stoneware look to capture other customers.
An interest in cooking and increased home entertaining has fueled companies such as Dansk to capture a younger, quality-conscious but casual consumer. Endorsements by celebrity chefs add exposure to the brand. Lindt Stymeist, a relative newcomer, has found success with their colorful, high-quality contemporary shapes, including success in bridal registry.

Everyday Tables
The housewares/dinnerware category, once relegated to the mid-market department store's basement, has grown to over a billion-dollar industry. One time considered a "promotional" business, this sector has become fashion, particularly in big-box stores.
Gibson Overseas, Sakura, and Tabletops Unlimited are examples of companies that have shown it is possible to offer style, great design, and color alongside value. Besides having their own design studios, they also are licensing popular images that range from Disney characters and familiar brand names to American folk artists and designers like Claire Murray for the home.
Retailers and manufacturers alike are thinking outside the box and sometimes, it is literally the box that makes the message with great packaging and graphics. Thanks to new technology, dinnerware now comes in squares, rectangles, ovals, and leaf shapes, a real departure from the coupes and rims that dominated for centuries both here and abroad. Also, there have never been so many choices in glassware, with color, texture, shape, and pattern available in a broad range of prices and quality.
Collaboration with fashion designers is another avenue where companies have been thinking outside the box to expand and find new markets. Designers like Vera Wang for Waterford and Wedgwood, Kate Spade for Lenox, and Oscar de la Renta and Missoni for Richard Ginori are some of the great alliances that enhance the core brand and add excitement and cachet to our industry.

Tomorrow's Table
Finally, I would be remiss in not mentioning computers and the Internet's impact on the tableware industry. Today, we are likely to see a buyer come to market with a laptop or a Blackberry in one hand and a cell phone in the other. In the early 1990's, we offered a seminar for our tenants on the burgeoning Internet. A number of manufacturers were represented at the session and I recall the moderator asked for a raise of hands to see how many companies had web sites. Only three went up. Now, a little over 10 years later, can you imagine doing business without a vendor or retail web site? Gift and bridal registries have also come into their own through better data management. Distribution has been revolutionized. Manufacturers have cut design and product development lag time between the home office and manufacturing sites. And just look at the rise in on-line shopping that reached historic proportions this past holiday season. The retail landscape has shifted dramatically over the decades and it looks like it's not over yet.
Keeping up with change can be daunting. Staying true to your company's mission and strength in the face of change is the challenge for us all.

Editor's Note: Carole Dixon joined The New York Merchandise Mart as its director in 1980 and has steered the building toward the reputation it enjoys today as headquarters to the tableware industry in America. In 2001, she was appointed senior vice president of Rudin Management, owners and managers of The Mart.


The Dish
MarCole Introduces Handheld Gift Registry Solution
MarCole Interactive Systems, a leading provider of gift registry solutions for retailers, has introduced a comprehensive gift registry system that uses a Pocket PC handheld mobile computer from Symbol Technologies. With the latest enhancement to Gift RegistryWorks, their flagship product, customers can now pick up a lightweight and rugged Symbol handheld mobile computer, the PPT 8846 with Pocket PC, when they arrive in a store and easily create a registry profile simply by following intuitive prompts on the screen. Once the profile is complete, customers can immediately start adding items to their registry by scanning the UPC or SKU barcode on the desired item using the device's built-in barcode scanner.
The company's Gift RegistryWorks is a platform-independent, scalable, and modular gift registry solution for in-store and web-based deployment suitable for any size enterprise. It supports any number of occasions, including weddings, commitment ceremonies, anniversaries, housewarmings, new baby, birthday, home remodeling, charity, and general-purpose wish lists. It can be seamlessly integrated with a retailer's existing POS and back-office and e-commerce systems. In addition to the Enterprise Edition for chain stores, the company offers an Independent Retailer Edition and a Gift Registry Software Development Kit (SDK).
7 W. 34th Street to Launch Market-Time Showrooms in Fall 2005
Market-time showrooms will debut at The New York Gift Mart at 7 W. 34th Street, Midtown Manhattan's new home for the gift, tabletop, and home accessories industries. The 450,000-square-foot building, which celebrates its grand opening this month for the New York Tabletop Market, is slated to be New York's premier, high-end, high-style design center for gift, tabletop, and home. The market-time showrooms will debut in the fall of 2005 and will offer buyers additional unique and diverse product.
The Concourse Level Boutiques, aptly named due to their planned location on the concourse level of 7 W. 34th Street, will be patterned after the successful and permanent market-time showrooms at Chicago's Merchandise Mart. The new showrooms that range in size from 600 to 1,500 square feet will accommodate all manufacturers and will be fully finished with hard walls, high-grade carpeting, custom signage, quality lighting, full HVAC and electrical, and premium color choices.
"We're pleased to present the market-time showrooms in New York," said Joan Ulrich, vice president of gift leasing and marketing, Merchandise Mart Properties, Inc. (MMPI). "As a company, we pioneered the market-time concept, which is now so prevalent in major gift and home furnishings markets around the country. We're proud of this concept because it offers manufacturers an attractive, affordable setting to showcase their upscale and trend-setting products during annual markets and throughout the year as they choose."
The Concourse Level Boutiques will be open during the gift and tabletop markets, as well as by appointment. Manufacturers will have access to their showrooms 365 days a year.
For information, visit www.merchandisemart.com, or call 800-677-6278 (MART).

Waterford Wedgwood Takes Control of British China Maker Royal Doulton
The Board of Waterford Wedgwood UK has received acceptances from 69 percent of Royal Doulton shareholders for its 58-million euro cash offer to acquire control of the company. As Waterford already held 21 percent of the company, it now controls 90.5 percent of the shares.
The offer has now become unconditional and Waterford can acquire the remaining shares. Waterford has said that the investment made in its manufacturing plants will enable it to integrate Royal Doulton with minimal disruption.


The Pulse

Retailers across the country tell us their best-selling tabletop products over the last 60 days.

STUDIO PANEPINTO MESU PORCELAIN BOWLS
"Our hottest tableware item is the MESU set of porcelain bowls. They are a really clever way to portion control but are extremely cute, too. The set of six bowls is $49.95."
Panamai Manadee, owner of Boston, MA-based Bliss

ORIGA BY IITTALA
"It is a wonderful pattern that works in with other china, can be dressy or casual, and the color choices for accents are endless."
Linda Ballard, co-owner of ArtMart Food & Toys, Urbana, IL

RIEDEL O SERIES GLASSWARE
"Riedel glassware is by far our best-selling tabletop item. Specifically, we have had amazing response to their O series of glassware. You can choose from many of the proven Riedel glass shapes, but purchase them at a much lower cost."
Doug Huemoeller, president of Kitchen Window, Minneapolis, MN
GANZ HOLIDAY COLLECTION
"Early indications are that the various 'Easter' egg plates from Ganz are going to be big sellers. We bought several styles last summer and have sold about half our stock. We expect to sell out by shortly after Valentine's Day. Bamboo serving bowls are also selling well."
Mike Sackett, Kitchen Affairs owner, Evansville, IN
FIESTAWARE
"We seem to have a lot of early registries on Fiestaware, which our wedding couples are mixing and matching. In fact, since they are selecting Fiesta in combinations that they like, they are doing it in several ways and it is going to be very tricky for us to keep track of what they want and receive from their registries. Some people are doing all dinners in one color, all salads in another, etc., while others are doing two dinners in one color, two in another, or some completely different mix. Bright, fashion colors continue to work best for us, and reasonably priced informal is where most of our brides are going with dinnerware. We are also buying larger numbers of Fiesta (mostly master packs) to keep in stock, so our pricing is more competitive than it was last year, and that will help us increase volume this year (or at least that is the plan). It is still a little early to say that we will have more Fiesta brides than other selections, but so far that is the case. I don't know about other retailers' experience, but ours is that whatever the first brides register for and we display tends to influence what later couples register."
Terry Monroe, partner at Murphy's Department Store in Stillwater, OK