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Lifestyle Merchandising
Once upon a time, retailers showcased tabletop in antiseptic walls of china that left consumers staring blankly into space. These were the walls of new brides and old grandmothers, but nothing spoke to the everyday shopper who had a busy life — a job and maybe even a family.
Today's consumers are looking for more than a static display that illustrates how many patterns you carry or what styles of flatware you offer. They need to understand how the products in your store will make their lives better. To do that, you need to tell them a story with great merchandising that appeals to their emotional needs.

Everyday Affairs
What your customers want is to see products in your store merchandised in a way that speaks to them. They need to be able to visualize the scene you set in their own homes. Nowhere is this truer than in the Tabletop Department where the antiseptic displays of the past no longer have relevance.
At first, building your displays might appear to be a monumental task, but it's a bit easier when you start with a theme and design from there. Holidays, for example, are big themes to tackle. But if instead you start with a recipe or a menu that says "holiday" and design around those images, you have a manageable starting point.
Let's illustrate this concept with Hanukkah. Find new cookbook releases that speak to this holiday or kosher foods and create a menu. Keep the menu simple: Goose Breast of Forest Fruit Sauce served with Spaetzle (from Jewish Festival Cooking, HarperCollins Publishers, 2004), along with Carrot-Almond Torte with Apple Apricot Compote (How to Keep Kosher, Morrow Cookbooks, 2004). Print the menu on a beautiful card to place at the side of each setting, and then print the recipes on other cards for your side displays.
Using a small bistro table, set the scene for a two-person meal using simple patterns that may be used for everyday meals as well. In this display, we'll focus on blues and creamy whites. You can accent the table with serveware designed specifically for Hanukkah celebrations. Use placecard holders to showcase the menu and be sure to complete each necessary product for the meal. Think the plated presentation through just as if you were serving it yourself.
On a neighboring table, illustrate the meal preparation. This gives you an opportunity to cross-merchandise other categories in your store. You might build this display at the front of your store to entice customers to visit each department, use it as a window display, or set it within the Tabletop Department.
Just as for the table setting, you should read through each recipe and incorporate every kitchen tool necessary to complete the job. Again, use placecard holders here to suspend the recipes or simply use a cookbook holder to mark the page where the recipe is contained. You can dress this complete display up or down, depending upon the time of year. The display's versatility allows you to change a few elements — the recipes, the dinnerware, or the decorative items — to create completely different lifestyle settings.

An Expert's Eye
Getting the best out of your tabletop displays can appear a daunting task. Paul Thompson, Pfaltzgraff's director visual merchandising/trends, spends his days watching trends and contemplating how to help retailers better sell the products in their stores. He advocates that retailers cross-merchandise, showcase an abundance of product, and think beyond the ordinary.
"The key to any display is the incorporation of other elements — such as glassware and an ice cream maker on the picnic table for a dining presentation. Retailers should also use mannequins or figure forms dressed to accent the presentation — hats, summer shorts, and other fashion accessories tell a bigger story," Thompson explained.
He continued, "Add artwork or florals from other departments to give definition and style direction to the environment. And remember that proper lighting is everything. I am personally tired of seeing displays and presentations look like they have been picked over. The thought is to have a simplistic display when the reality is that there is no bulk of products on display."
When building displays, you want to provide your customers with lifestyle scenes that are aspirational. Give your customers a story they believe they can recreate in their own homes. Use a breadth of product to showcase the range of brands you carry. If this seems overwhelming to you, consider hiring a visual merchandising professional to help coordinate color stories and themes. A cost-effective way to breathe new life into your Merchandising Department would be to check if colleges in your area have interior design programs and express your interest in providing a stage for students or interns.
When you design your own displays, think beyond the ordinary. Consider using patio furniture with an umbrella table to set the stage for summer dining al fresco. Use your best dinnerware to tell the story. Who says the good stuff can't be used outside? We already associate plastics and melamine with the outdoors, so surprise your customers and even consider mixing it up a bit by showing stoneware and plastics together in these settings.
Most of all, have fun and invite your customers to enjoy themselves in your store by developing displays and merchandising that tickle their funny bones or speak to their souls.

The Dish
Danica /Now Designs Wins Giftware Award
The Board of Retail News and the Canadian Gift & Tableware Association have awarded Danica/Now Designs Best Giftware of the Year (2004) for their Breakfast Set in the Gourmet Housewares/Tabletop category.
The Breakfast Set conceived by Danica's team of young designers is aimed at "new" nuclear families, students, and singles. The set accommodates any size family in fun
mix-and-match colors. Made of durable porcelain, the retro design and unique reusable "hatbox" packaging appeals to all generations. Vancouver-based Danica is a well-established housewares design company that sells to specialty kitchen, lifestyle, and gift stores, as well as creates private label programs for major retailers. Danica is also the new owner of Now Designs, which was sold to the Canadian company in July.

AMERICASMART Markets Rank High
Among Atlanta's Top 25 Conventions
In The Atlanta Business Chronicle's Book of Lists, nine of AMERICASMART's 23 annual markets rank among Atlanta's Top 25 Conventions, with the January and July Atlanta International Gift & Home Furnishings Markets taking number-two and number-three honors, respectively.
"Atlanta is fortunate to have cornerstones for our success as a visitor destination," said Bill Howard, vice president of marketing, tourism, and communications for The Atlanta Convention & Visitors Bureau. "Among these cornerstones are AMERICASMART, Hartsfield-Jackson Atlanta International Airport, The Georgia World Congress Center, and our world-class sports facilities. Together, they contribute close to $5 billion annually in economic impact."
For more information on AMERICASMART ATLANTA, call 800-ATL-MART, or visit www.AmericasMart.com.

Fortunoff Confirms it is Not for Sale
Despite what several New York-area newspapers reported in June, Fortunoff has denied that it is for sale. According to a report in Home Textiles Today, Arlene Putterman, vice president of public relations, stated that the 82-year-old retailer has retained the services of Peter J. Solomon Co. to find a financing partner — not a buyer.
"The story here is expansion, not selling," said Putterman. "We are looking for a financial partner to help us grow. We're not a public company; we don't have funds at our fingertips."
According to the company, Fortunoff expects to generate approximately $500 million in sales this year, and has a desire to open more big-box stores, as well as satellite units that carry seasonal merchandise.

Frank Joens
Promoted at L.A. Mart
Frank Joens, previously director of marketing for the L.A. Mart, has been promoted to director of leasing. Merchandise Mart Properties Inc. and the L.A. Mart have named Michelle Ovalle as Joens' successor.

Ulster Linen Distributing Ulster Weavers Giftware Again
After a decade apart, the Ulster Linen Company has reunited with Ulster Weavers Giftware. The two companies joined forces when Ulster Linen Company once again became the exclusive distributor for Ulster Weavers Giftware.
The two companies both originated from an Irish mill called The Ulster Weaving Co., Ltd., which was started over 150 years ago by John Sloan Larmor. In 1933, the New York branch opened and began distributing for the Ulster Weaving Co., Ltd. In 1994, the New York firm and its Irish parent became independent of each other and thus, began the Ulster Linen Company and Ulster Weavers Giftware.
"The time apart was a healthy one," said Ulster Linen President Dever Larmor. "Working together means we can unite our strengths. Ulster Weavers has great designs and production capabilities. Ulster Linen has the service skills and carries its stock in their U.S. warehouse, so delivery is immediate."

Wood River Textiles Begins
Offering Christmas Items
Two holiday-themed design groupings, Warren Kimble's "Pere Noel" and Susan Winget's "Holiday Snowman," are now available from Wood River Textiles. Items featured within each collection include kitchen towels, aprons, potholders, and towel sets. Tabletop linens, including placemats, napkins, table runners, and napkin rings, are also offered.
Wood River Textiles was launched in January 2004 by parent company Kay Dee Designs. Product offerings under the Wood River Textiles label focus on homespun kitchen and tabletop products specifically created and styled for those who love Americana antiques and collectibles. Additional new design groups by artists Carol Endres and Deb Strain will be introduced later this year. A company-styled basics line is also planned for release in late 2004.

New York International Gift
Fair Expects Great Turnout
The 147th semiannual New York International Gift Fair is expected to draw 45,000 buyers to the city August 14–19, 2004, to check out the 2,700 exhibitors in the 611,405 square feet of space spread between the Jacob K. Javits Convention Center and the Passenger Ship Terminal Piers.
Show organizers are offering travel and housing discounts and exciting events to make this market an affordable, enjoyable, and profitable experience for retailers. This summer, the year-long celebration of the 20-year anniversary of Accent on Design will continue with a "20/20" gala that will benefit the Design Industries Foundation Fighting AIDS (DIFFA) and a special presentation at the Gifts & Decorative Accessories 53rd annual Retailer Excellence Awards. Other exciting events will include "A Night on Broadway" featuring "WICKED."

Artland Awarded
National Trust License
MODA International Marketing, the licensing agency that represents the National Trust for Historic Preservation, has awarded Artland Inc. a license to develop a collection of dinnerware, glassware, and gifts inspired by the National Trust - Design in America.
Artland is targeting the collection to better department and specialty stores, deriving inspiration from the National Trust, including its historic sites, Historic Hotels of America, and other affiliated sites. The National Trust Collection will be launched at the October 2004 New York Tabletop Market.
"We are excited to be working with Artland," noted Miriam Lenett, director of business development for the National Trust. "The National Trust's unique equity will inspire new and creative introductions in these product categories."
"The National Trust brand provides such diversity of inspiration," noted Bill Flaherty, senior vice president sales & marketing for Artland Inc., "and consumers respond to a positive association with a good cause."

Pennsylvania Retailer
Wins Merchandise Worth
$20,000 at Ireland Show
Clarke's Irish Imports of Ashley, Penn., won big at The Ireland Show held April 25–27 at the Embassy Suites Hotel in Secaucus,

N.J. The show featured merchandise from 200 Irish, Scottish, and Welsh manufacturers of giftware, jewelry, clothing, gourmet products, and more. Grand prize winner Clarke's Irish Imports received a "Store of Merchandise" — products from every vendor for a total retail value of at least $20,000. Each day of the show, retailers also were eligible to win $2,000 in cash. The lucky retailers were Killeens Irish Shop of Manahawkin, N.J.; McNamara's Irish Gifts of Farmington, Conn.; and An Siopa Eire of Baraboo, Wisc.
The 2005 Ireland Show will be held at The Embassy Suites Hotel in Secaucus, N.J., April 23–26. For more information, call 011 353 44 48791 or send e-mail to gifts@irelandshowsecaucus.com.

Herend Names
Kohler Product Manager
Herend has appointed Isabelle Kohler as product manager, a position in which she will be responsible for researching, developing, and bringing to market new figurines, dinnerware, giftware, and complementary product lines created specifically for the U.S. market. Kohler succeeds Maureen Burns, who left the company.
Kohler's previous experience includes 12 years of marketing responsibility, most recently with Time Life Inc. as a senior marketing manager. She reports to Marketing Director Lisa Behe.

Spode and Wallace Expand
Christmas Tree Pattern
Last year, The Porcelain and Fine China Company, Limited (Spode) formed a strategic partnership with Wallace International Silversmiths, Inc. to license the renowned Spode Christmas Tree pattern in conjunction with its 65th anniversary. Wallace designed, manufactured, and marketed Spode Christmas Tree flatware, but for the 2004 holiday season, it will expand its product offering with serving pieces and cutlery.
New introductions include a two-piece dessert set, a two-piece salad-serving set, a gravy ladle, and four spreaders and steak knives — four to a set. All of Spode products feature the Spode Christmas Tree pattern on the handle.