David Francis Furniture :: Blog

On a recent LinkedIn forum, someone posed the question to interior designers “what is your greatest challenge in the current economy?” Because there are so many diverse challenges these days, I thought this was a great question.

I think, for us, not being able to “create” a customer is a challenge. Unlike food, water and shelter, furniture is not a necessity. And with the collapse of the housing market, furniture is father down the list of “wants” than it used to be. If people just aren’t buying furniture, you can’t convince them to. We aren’t an impulse buy.

Luckily, David Francis Furniture is seen as a value. Our furniture doesn’t become dated or fall apart after a few years. So, we are still selling to people who want to invest in furniture they’ll have forever. But, we are definitely ready for the economy and consumer confidence to improve!

The word “luxury” has become watered down. Even I, as a designer of “luxury” furniture, become confused when I see the word emblazoned on everything from hair color to cars to adult living facilities.

The dictionary defines luxury as something that adds pleasure or comfort, but is not absolutely necessary; an indulgence in something that provides pleasure.

If you Google “luxury” and “Lexus” you get 441,000 results…”luxury” and “Ralph Lauren” gets you in excess of 4 million. You see the word associated with high-end boutiques as well as low-priced mass merchandisers. It would seem the word “luxury” has been devalued.

I believe we should define luxury at the personal level…luxury experiences, possessions, environment. Each of us has our own criteria or value system to define objects or experiences we consider to be luxury. Some people are obsessed with the craftsmanship and options of a “luxury” watch…some could care less and would rather spend money on an extravagant bicycle. Luxury is in the eye of the beholder.

I suggest that the first definition of luxury be: personal choice. Therefore, I believe the designation of David Francis as a luxury line is accurate. David Francis allows you:

- the freedom to choose any desired finish
-  the freedom to choose your type of cushion
- the freedom to choose any fabric you wish

So, the next time you encounter the word “luxury” attached to a product, think about what it means to you on a personal level…and define your own luxury.

Most furniture designers spend their entire career in search of that single design that will transcend time and make them a style icon. Ninety-nine percent of us will never achieve this goal. However, with some ingenuity we will produce a few designs that will cause a ripple in the great furniture continuum – even if for a short period of time.

If you are old enough, I am sure you have seen the replay of Bobby Thompson’s homerun that won the World Series for the Giants over the Dodgers in the 1950’s. If it had not been for his famous home run, most of us would never have heard of Mr. Thompson. As a furniture designer, I have gained lots of attention from my Manhattan Lounge Chair, which I am hoping will become my “homerun” and propel me into “Bobby Thompson status”. 

I believe that the Manhattan Lounge Chair is special because it portrays multiple dimensions. The overlapping loops give the chair depth that most designs do not achieve.  This depth is further enhanced when the finish is hand-shaded to show off these multiple levels, giving the design a third dimension.

It’s been said that imitation is the highest form of flattery. And the Manhattan Chair has attracted its fair share of imitators. But, if you create something so unique, no knock-off can compete – the furniture is more a piece of original art than simply a chair.

Because of this relation of furniture to art, I have searched galleries around the world trying to find a design or shape that I could develop into the next Manhattan Lounge Chair.  After two years, I am excited to say, I just might have succeeded!  However, you and I will have to wait until 2010 to see if I have achieved this goal.

It’s that time of the year again. The American Society of Furniture Designers has just announced the finalists for their prestigious 2008 Pinnacle Design Award. For the fourth time, David Francis Furniture has been selected as a finalist, this year in the Leather Upholstery category for my Bordeaux Leather Lounge Chair. Our stiff competition includes Century Furniture and Elite Leather, two massive manufacturers.

2008 marked the first year that we introduced a line of leather designs. Staying true to who we are, we combined leather with wood, twill and rattan. It took much effort to refine each piece so that they all flowed together into a well-edited offering that I can be proud of.

The result of blending the upholstered, double-stitched twill exterior, polished wood and leather interior created a unique design combination we’d never seen done before. As you can tell, I am very proud of this design from an artistic approach. And the Bordeaux Lounge Chair is the star of this collection.

As any great, self-absorbed designer, I am positive that my Bordeaux Leather Lounge Chair is, by far, the best design in the Leather Upholstery category. But, if history repeats itself, I will be putting the champagne back in the fridge for the forth time. Susan Lucci was nominated over 20 times before she won her first Daytime Emmy. If necessary, I’m prepared to wait a few more years for my Pinnacle Award!

I have been saying for the past several years that the furniture industry has many parallels to the fashion industry.  Each new catalog has all of the pomp and circumstance of a fashion show.  It is our equivalent to a debut on the Paris runway. All my work that has been done over the past 12 to 18 months culminates with the unveiling of our new fashions for the upcoming year.  Within the first 90 days of its introduction, the designs will be deemed either “in” or “out.”  Plans are already being made to add and to change several of the existing fashions with new designs that are in the catalog that was just published.  

Since our company is based exclusively on high quality, high-end luxury products, we have one objective when we introduce a new furniture fashion - it must be different.  The fashion industry is always moving forward.  You cannot exist in the past and expect to succeed.  Unless we can create a new “form” with a new twist using an old design, it has already been done.   There are so many “like” designs I see no reason to bring out just “another” chair or chest of drawers. It has to have a reason to exist!

I have already completed the fashion lineup for both 2009 and 2010.   As with any designer, fashion or furniture, I am impatient.  The designs for 2009 have not even been introduced and I cannot wait for the 2010 collections to become reality.  My finest designs are yet to come…I just wish they would get here a little faster!

There is a lot of artistry that goes into designing furniture. I liken it to working with clay. You first mold it into a rough form…take a step back and edit. Then, work the form over and over until you are satisfied enough to make a prototype, or sample. Once you see the sample, you pick it apart…deconstruct…reconstruct…make final changes and refinement until you are happy to put your name on it. 

Designing is extremely gratifying. You are able to watch your idea grow from lines on a page to an actual form, a reality you can touch and feel. To me, the success or failure of the public to respond to a particular design is not nearly as important as the creation and the process it took to complete. I like to feel proud that I pushed my own limits, that I was able to be objective and self-criticize until I felt my design was perfect.

The successful introduction of a new furniture design is one that gets the designer the attention and acceptance we all crave. A less than successful introduction…that’s something we refer to as a “limited edition”!

Everywhere you look, the buzz is all about “going green” and many furniture manufacturers are just now coming out with their own environmental statement about using renewable materials. David Francis Furniture has been using renewable materials since 1979 when we started as a wicker furniture company.  Since then, we have moved on to the use of rattan, bamboo, woven grasses and wood from certified forests. So, we’ve been “green” for almost 30 years!

In fact, the only things we originally provided that were not totally “green” were our polyfoam cushions and some of our finishing materials.  But now, we are using cushions that are made of reusable “green” materials and we are constantly looking at “greener” finishing products and processes.

As science begins to catch up with the demand for totally “green” products, I can assure you David Francis will remain in the forefront by providing you with the highest quality, renewable products on the market. 

Going “green” is not a new trend for David Francis Furniture, but it's the way we have been conducting our business since it began in 1979!

I just got back from our first showing at HD Expo in Las Vegas, a huge expo and conference with thousands of hospitality buyers. Since I had no idea what to expect, we decided to go small with a 10’ X 10’ booth in the “new exhibitor” section of the first floor.

We were among every product imaginable in regards to the hospitality design trade – linens, bath products, lighting, accessories, technology, artwork and furniture!

After seeing our competitors’ products, quality and design, I felt more than ever that we have a tremendous opportunity to fill a specific need. Whereas our prices may not be as low as some, our quality, finishing and upholstery is unmatched. I also believe that our quantity pricing is extremely competitive and will stand up to a side-by-side comparison with any other high-end manufacturer.

The recognition and positive feedback we received during our maiden voyage at HD Expo has energized us more than ever to be the very best at what we do.

So, I return from HD Expo feeling good about our commitment to bringing the hospitality design community the finest products, the highest quality designs and the best service.

We look forward to exhibiting again at the 2009 HD Expo, with a bigger and better booth and more visibility.