Inada Massage Chairs Leases Permanent Showroom at High Point Market
HIGH POINT, N.C. – Inada Massage Chairs, the exclusive U.S. distributor of the Inada line of high-end therapeutic massage chairs produced by Family Inada in Japan, has taken a permanent showroom in Showplace for the Oct. 13-18 High Point Market.
Inada Massage Chairs will show in a 2,000-square-foot showroom in Space 5300. The Boulder, Colo.-based company (www.InadaUSA.com) has exhibited on an occasional basis in the High Point Plaza Hotel and other locations, but this marks its first permanent High Point showroom. Its lease runs until 2016.
“We’ve been growing rapidly over the past few years, but much of that growth has been in the West,” said Cliff Levin, CEO. “We have an active presence at the Las Vegas Market, which helps us stay in touch with Western retailers, and a well-established base of national back-specialty chains, but we realized there was a broad swath of retailers in the East that we haven’t been reaching. The High Point Market provides a strong platform for communicating with this new group.”
Levin added that Showplace is the “perfect match” for the Inada brand. “It’s a beautiful building that is very easy for retailers to work. The mix of products and prices makes it a good fit for us.”
At the October market, Inada is focusing its sales effort on the popular Inada Sogno massage chair priced at $7,799 retail and other best sellers. The Sogno’s optical sensors scan the user’s back and then create a totally customized Shiatsu-type massage. The model offers eight preprogrammed massage sequences as well as manual settings for precise, personalized adjustments.
“Sogno has been a huge hit — indeed, it’s the standard bearer of the industry — with comfort and performance that is unmatched,” said Levin. “Our goal in High Point is to build awareness of this marque product so that we can expand our distribution in the East and Midwest.”
Inada Massage Chairs currently distributes its line through a mix of contemporary furniture specialists and other independent furniture stores, consumer electronics stores and back specialty stores such as Relax the Back and the Healthy Back Store. It also has some distribution among bedding specialists.
To build demand for its products, Inada advertises in national publications such as the Wall Street Journal, New York Times and Atlantic Monthly, and it also has a regular spot in the SkyMall publication distributed to airline passengers.
“We are a niche player,” said Levin. “We want to work with quality retailers who understand luxury products like ours and how to sell their benefits — elements such as comfort and health. We offer our partners a proven, salable product, with great margin opportunities.”
Along with introducing retailers to its current best sellers, Inada also will show the new True Zero Gravity line of recliners from Positive Posture at market. Priced at $1,999 to $3,499, the recliners “look like regular recliners — you’d never know they were capable of assuming this deep recline position until you put them in motion,” said Levin. He added that the line’s style options include traditional and transitional models.
Also featured in the Inada showroom during market will be the Roland Simmons’ line of floor lamps. “They add a very hip, dramatic and elegant aesthetic to our space,” said Levin.
Retailers who place orders on the Positive Posture line — or “first movers into the land of True Zero Gravity,” as Levin describes them — will receive special market pricing.
“We encourage retailers to come by and take a relaxing ride in one of our massage chairs, even if they’re not ready to place an order,” said Levin. “We think we’re the most comfortable showroom at the market.”
Julie Messner, vice president of leasing for International Market Centers, said, “We are thrilled that Inada has chosen to step up its High Point presence. They recognize the importance of being part of the world’s leading home furnishings market.”
About International Market Centers
Showplace is owned by International Market Centers, L.P. (IMC), the world’s largest operator of premier showroom space for the furnishings, home décor and gift industries. IMC owns and operates 11.5 million square feet of world-class exhibition space in High Point, N.C. and Las Vegas. IMC buildings in High Point include International Home Furnishings Center (IHFC), Showplace, Showplace West, 200/320/330 N. Hamilton, Market Square & Suites, Market Square Tower, Plaza Suites, Furniture Plaza, National Furniture Mart, Hamilton Market and 300 S. Main Street.
IMC’s mission is to build and operate an innovative, sustainable, profitable and scalable platform for the furnishings, home décor and gift industries. For more information on IMC, visit imcenters.com.
Vice President of Marketing
International Market Centers