Atlanta—At the International Design Guild’s recent convention here, which welcomed approximately 100 design showroom dealers from around the country, the group’s focus was placed on “the power of unity and design.” The theme seemed to resonate well with the show’s attendees as they expressed an appreciation with what the organization had to offer regarding new products and exclusive programs, as well as various networking and educational opportunities. “The theme of this event really reinforces for all of us what we are trying to accomplish in the higher end marketplace,” said Ron Alleger of M. Designer Floors in San Diego. “To be able to realize that we are not alone is important. One of the things that makes the Guild different is that we aren’t people who are so protective of our intelligence in the marketplace in which we do business that we don’t share it with the people around us. “For me, one of the most fun things is to be able to sit down and talk to people about our industry and how people make it better, then create a ‘best practices’ situation where we are the best professionals out there,” he explained.

New exclusive items included a roll out of products from designer Barbara Barry, and a custom hardwood flooring program. Several marketing programs made their debuts as well, including Barbara Berry advertising, a designer newsletter, direct mail, an international magazine program and local public relations. An exclusive stain warranty program for wool carpet was also introduced during the convention. “The 3M stain warranty program was definitely one of the highlights of the show,” said Alleger. “For it to be able to use its Scotchgard protection on wool products is a positive step for all of us.” “I believe our members are most interested in exclusive products,” said Chris Ramey, the guild’s president. “We are rolling out a wilton program we believe is incredibly beautiful. It is a joint venture with one of our most important importers. Many of our members have been really excited about it. “They’ve also been quite excited about the 3M program we’ve introduced,” he added. “The Carpet Concierge, as we call it, contains a ‘forever’ warranty on it for stains. It has received a tremendous response.”

Another dealer who, like Alleger, believed the more networking he could do at the show the better, was Dave Sutton of the Carpet Galleria in Traverse City, Mich., who also took home a Leadership Award from the guild for providing outstanding leadership within the group. “Although the programs are delightful and the products are just great, the contact with other dealers who have a very similar business to you and the openness with which you can discuss what’s going on within the industry is a huge benefit for everyone,” Sutton explained. “Everybody is extremely open to conversation,” he added. “‘Here’s a problem; how do you deal with it?’ that kind of thing. I find that self-evaluating aspect of the convention to be extremely important.”

As far as products go, Sutton was impressed with carpets featuring loop-pile and cut-pile patterns from Customweave. “These stand out more than anybody else. Customweave seems to have gotten a significant niche which others are knocking off now. While many initially have a fear of this, saying, ‘That carpet was in my grandmother’s house,’ the new broadloom developed in the last 12 to 24 months are exciting patterns. “Most of the patterned carpet in the past have been too hard,” he explained. “Customers would touch them and say, ‘I don’t want a commercial product, I want a residential carpet.’ What is making them fly right now and is fast becoming a significant part of the business is the fact that these patterned products are truly soft, comfortable residential carpets and the patterns, with the constructions the mills are using, are not going to be distorted with traffic.” Changes Ramey noted, much of what was covered in discussions at the show included the changing market and how to better understand it. “For our members to be able to better understand what is going on in the market made them feel good about being on the front side of those changes. “The design market and the designers in it are changing,” he explained. “The business in design centers is changing as is the way customers are being tracked and marketed to. We feel it is important to elevate who we are in the marketplace and educating our members with the best information available is part of that.”

Despite global concerns, the mood of the show was upbeat as most dealers were cautiously optimistic about the future. “There is a cautious optimism driven by the war in Iraq as well as the economy,” said Ramey. “I think our members are optimistic the economy is going to get better. Most of them have been seeing an increase over last year.” He also commented on the guild’s ‘steady growth’ goals and admitted, because the organization attracts such a small niche in the marketplace, “our goals are modest. We’d like to increase by about 10 new members per year.” According to Ramey, the members’ “commitment to our suppliers at this show has been most impressive. There seems to be, more than ever, a loyalty to our suppliers, to the guild, to our branding strategy. “And that,” he concluded, “at least for me, is very exciting because I think it’s a sound strategy. It’s not just a branding strategy; it’s a selling strategy.”