Retail Observer

RETAILOBSERVER.COM SEPTEMBER 2016 60 A s a young executive many years ago I was impressed by an older associate who chose to work at a drafting table rather than a traditional desk. I wasn't thinking about any potential health benefits associated with working in a standing or semi-standing position then. I just thought it was unconventional and cool! When he left I was able to move into his office. I used the drafting table and loved it. Since then, whenever possible, I would outfit my office (and always my home office) with a similar table and high adjustable stool. So when a few years ago the concept of a sit-or- stand adjustable desk started hitting the market I instantly knew it would be a hit. Of course today we have a much better sense of all the benefits there are to periodically standing while working. Recent studies suggest that sitting for hours on end can be as bad for your health as smoking. Jason McCann, CEO of Varidesk (As-seen-on-TV sit/ stand desktop manufacturer) has been quoted to say, "Research has shown that prolonged, all-day sitting can lead to dramatically increased risks of heart disease, Type 2 diabetes, obesity, cancer and other chronic health conditions." During your work day, standing at times can also help keep you more alert. Cognitive skills may potentially improve by standing. Brain-storming, conference calls and other such activities may be more productive and fruitful due to increased blood flow that occurs when standing rather than sitting. The list of potential benefits of standing-while-working goes on and on. This article is not so much about extoling the virtues of the concept. This article is about suggesting that you consider incorporating this category into your business plan. The elements of success are already in place. • Broad market awareness. Most people have already seen the television commercials from Varidesk and other companies advertising portable desktop adjustable work surfaces. • Health benefits. It only seems to make sense that alternating sitting and standing positions while working will make you feel better, healthier and hip! • Market size. EVERYONE is a potential user (and customer). • Lifestyle. People like to be in on the new trends. They'll show and talk about their new work station to friends, family and co-workers. • PROFITABLE! Since these items fall into the home furnishings category, they tend to yield pretty high margins; 40%-50% generally. What to carry. There are two basic versions of this product. • Full desk. These are actual desks with the ability to raise and lower the desktops height. Some are motorized. Some use a crank. The more basic desks use some version of raising and lowering then locking it, or pinning it in place. If you're a full- fledged furniture store you may want to carry a few of these. • Table top. These are the really cool and popular units that you can carry regardless of your categories. They sit on an existing desk or table top. (Very solid) You raise and lower these quickly and easily. All you do is grip a latch handle on either side of the top surface and guide it up or down. Just set one (or more) up on your sales floor with the appropriate P-O-P alongside. Customers will take notice: "Hey, I've seen and heard about these things." Advertise. Let your market know you carry these. They can come in for a closer look. They don't have to wait for a TV order package to arrive. You might even want to actually use one in a visible area of your store. Not only is it on display for sale, but it's helping to keep your staff more alert! HOM E FURNISHINGS TRENDS—AS SEEN ON TV! Jim Sendrak Furniture Trends Jim Sendrak, EVP Marketing, MEGA Group USA RO

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