
For decades, furniture and decor manufacturers have relied on design centers and trade shows to showcase their products. These spaces—once the beating heart of the industry—have become relics of the past. And yet, many manufacturers still pour money into these traditional sales channels, hoping they’ll magically return to their former glory.
But let’s be honest: trade shows and design centers were struggling before COVID. And post-COVID? They’re gasping for air. Foot traffic is down, purchasing behaviors have shifted, and digital engagement has skyrocketed.
So why are we still playing by old rules? Why are manufacturers clinging to expensive, outdated showrooms when there’s a better, more profitable alternative?
It’s time to evolve. It’s time for manufacturers to create their own version of QVC and the Home Shopping Network (HSN)—but for furniture and home decor.
The Rise of QVC and HSN: What We Can Learn
QVC (Quality Value Convenience) and HSN (Home Shopping Network) revolutionized retail when they launched in the 1980s. They weren’t just selling products—they were selling experiences. Viewers tuned in not just to shop but to be entertained, educated, and engaged in a community.
Here are a few key lessons from their success:
They made shopping effortless. Customers didn’t need to leave their homes. They could watch, learn about a product, and order with a single phone call. In today's world, that same concept applies to one-click purchases via live-stream shopping.
They created urgency. Limited-time deals and “only a few left in stock” messages kept viewers engaged and motivated to buy immediately. Live shopping thrives on the same urgency.
They built trust. Hosts weren’t just selling—they were storytellers. They connected with the audience, gave real-time demonstrations, and answered live questions. Consumers still crave this level of engagement today.
They launched household-name brands. Ever heard of Proactiv? Bare Minerals? Joy Mangano’s Miracle Mop? These brands exploded in popularity because of QVC and HSN. The same can happen for furniture and decor brands—if they embrace live shopping.
The Slow Decline of Design Centers
While QVC and HSN were thriving, the furniture industry continued relying on brick-and-mortar showrooms inside design centers in cities like High Point, Atlanta, Vegas, Los Angeles, and Dallas.
The problem? Showrooms have always catered to trade professionals, not consumers.
And let’s be real—how often does an interior designer need to visit a showroom? Maybe a few times a year? And even then, the experience isn’t always great.
These massive, expensive spaces are meant to showcase products, but they don’t drive consistent foot traffic. Many design centers were already struggling before COVID. And now, foot traffic is even worse.
Why Is the Industry So Slow to Adapt?
Despite the clear shift toward digital, many manufacturers are still hesitant to embrace change. Why? Because the industry, as a whole, is slow to innovate.
Take this as an example:
A major furniture brand recently announced its big new sales strategy… hiring Customer Success Managers.
That’s it. That’s the innovation.
So, let me get this straight: your strategy for selling to an entirely new generation of buyers and specifiers is to… put a new title on your sales reps?
That’s not innovation. That’s laziness. And it completely misses the mark with how customers actually buy today.
Meanwhile, social media platforms have been building out live shopping features for years. Instagram, TikTok, Facebook, and Amazon have all made it possible for anyone to sell products in real time.
Yet, the home goods industry remains stuck in outdated business models.
So, What’s the Fix? Video.
Manufacturers need to stop relying on showrooms and start building their own digital shopping networks.
Here’s what that could look like:
Turn your warehouse into a studio. Instead of paying for showroom space in a dying design center, set up a video studio in your warehouse.
Go live weekly. Host live shopping events where you showcase new product launches, answer customer questions, and offer exclusive deals.
Partner with influencers and designers. Invite industry professionals to co-host and provide real-time design advice.
Leverage social media’s built-in shopping tools. Platforms like Instagram, TikTok, and Facebook allow you to sell directly through live video. Take advantage of it.
Create demand with limited-time offers. Run flash sales, bundle products, and create urgency to keep viewers engaged.
I Did This in 2020—And It Worked.
At the start of COVID, trade shows started canceling left and right. So I launched "In-Home Shopping, Streamed LIVE on Facebook.”
We featured brands like Zuo Modern, Kidde First Safety, and Dal-Tile—and guess what? It worked.
Watch here:
We reached hundreds of thousands of viewers. We generated clicks. We drove sales.
So why did it stop?
Because when the industry opened back up in 2021, manufacturers went back to their old ways. They focused on getting back to trade shows.
And that was a mistake.
The Industry Has Changed. It’s Time for Manufacturers to Catch Up.
Here’s the harsh truth: Trade shows will never return to their pre-COVID numbers. The audience has moved on. Customers have changed. The way we buy has changed.
So why are manufacturers still investing millions in outdated showroom models?
A smart manufacturer will recognize this shift and act on it. They’ll embrace live-stream shopping instead of pouring money into dying trade shows and empty design centers.
This isn’t just a suggestion—it’s the future of the industry. And the brands that adapt now will be the ones that dominate in the next decade.
Let’s Talk.
I have the roadmap to help brands transition out of showrooms and start selling through live-stream shopping.
Want to future-proof your business? Let’s connect.
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