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From Home Furnishing Business

NAHFA Revives Home Furnishings Council

The North American Home Furnishings Association has assumed management of the Home Furnishings Council, the industry source for consumer education.

In December, the NAHFA produced a four-page Holiday version of Haven, the HFC publication, which it made available to members.

The association is in talks with industry groups and NAHFA’s Consumer Relations team to determine the future scope and direction of the HFC, its Web site, and content development.

“First and foremost our mission is to support our retail members,” said Sharron Bradley, NAHFA CEO. “Providing them with tools and resources to educate consumers is an integral part of what our Consumer Relations team does. The team is comprised of member volunteers who are passionate about reaching out to consumers and finding ways the industry as a whole can influence their understanding of our products and their purchasing habits.”

Consumer education historically has been a conundrum for the home furnishings industry as a one-size fits all push will not sufficiently meet the needs of each segment. It will take a combined, industry-wide educational effort to reach a level of consumer awareness that can even begin to chip away at the focus on price above quality.

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