Volume 20 • Issue 12
DECEMBER 2011
Women in the Industry
RETAILERS RETAILERS
Color Trends
Housing Market Update 2012
www.WHFA.org
WHITE
W I N T E R T HO
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w w w . e m e r a l d h o m e . c o m Please contact your Emerald Home Furnishing Sales Representative or call 253.922.1400 for more information
Table of CONTENTS
J o u r n a l o f t h e We s t e r n H o m e F u r n i s h i n g s A s s o c i a t i o n
western retailer
EDITORIAL STAFF Managing Editor: Melissa Dressler............................ mdressler@whfa.org DESIGN AND LAYOUT: Lisa Tilley.............................................ltilley@whfa.org
featured articles
Advertising Manager: Cindi Williams.........................cwilliams@whfa.org 2011 WHFA OFFICERS AND EXECUTIVE COMMITTEE WHFA PRESIDENT Angel Lopez - Dearden’s, Los Angeles, CA.......................................(213) 362-9600 PRESIDENT ELECT Chris Sanders - Everton Mattress Factory, Inc., Twin Falls, ID..........(208) 326-3407
a
Going Gag
VICE PRESIDENT Valerie Watters - Valerie’s Furniture and Accents, Cave Creek, AZ..(480) 483-3327
SECRETARY Chuck Kill - Bedmart, Tucson, AZ......................................................(520) 887-7039
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Wax Bean
Gary Absalonson - Walker’s Furniture Inc., Spokane, WA.................(509) 533-5500
13
color trends
14
teenage life in a furniture store
16
Housing & recovery—A Key Element 22 Importance of community
EXECUTIVE director Sharron Bradley - WHFA, Roseville, CA............................................(916) 784-7677 AT LARGE EXECUTIVE COMMITTEE MEMBers
team building strategies
This is a Robbery—What to Do? 19
EXECUTIVE COMMITTEE CHAIR Claudia LeClair - Fiesta Home Furnishings, Scottsdale, AZ..............(480) 951-3239 PAST PRESIDENTS Marty Cramer - Cramer’s Home Furnishings, Ellensburg, WA...........(509) 933-2172 George Nader - Nader’s La Popular, Gardena, CA............................(310) 327-8585
10
For a Successful Business
Clou
TREASURER Lael Thompson - Broyhill Home Collections, Aurora, CO..................(303) 360-9653
Women in the industry
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27
Howard Haimsohn - Lawrance Contemporary, San Diego, CA..........(619) 291-1911 Marvin Kerby - Kerby’s Furniture, Mesa, AZ......................................(480) 834-3888
in every issue
Karen Kohlman - West Harvard Furniture, Roseburg. OR.................(541) 673-4221 WHFA/NHFA Liaison
A Letter from your President Farewell and Best Wishes. . . . . . . . . . . . . . .5
David Harkness - Harkness Furniture, Tacoma, WA..........................(253) 473-1234 WHFA Board Members
Industry Beat. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Carol Bell - Contents, Tucson, AZ......................................................(520) 881-6900 Gene DeMeerleer - Furniture West, LaGrande, OR...........................(541) 963-5440
Membership Marketplace. . . . . . . . . . . . . . . . 20
Chris Ehgoetz - Michael Alan, Lake Havasu City, AZ.......................(928) 855-6067
Meet Your Neighbor Schoenfeld Interiors . . 30
Greg Follett – Follett’s Furniture, Lewiston, ID...................................(208) 743-0177 Eric Foucrier - Linder’s Furniture Mart, Garden Grove, CA................(714) 210-4848 Travis Garrish - Forma Furniture, Fort Collins, CO............................(970) 204-9700 Giff Gates - Gates Furniture, Grants Pass, OR..................................(541) 476-4627 John Grootegoed - Elite Leather, Chino, CA......................................(800) 826-9971 Eric Harms - Black’s Home Furnishings, Yreka, CA...........................(530) 842-3876 Tim Koerner - Koerner Furniture, Coeur D’Alene, ID.........................(208) 666-1525 Jeff Lindsley - Lindsley’s Home Furnishings, Grangeville, ID.............(208) 983-1040 Mark Navarra - Jerome’s, San Diego, CA..........................................(858) 753-1549 Michael Nermon - Ergo Customized Comfort, Irvine, CA...................(949) 833-0338
contact
Cherie Rose - The Rose Collection, Los Gatos, CA...........................(408) 395-7773 Scott Selden - Selden’s - Tacoma, WA..............................................(253) 922-5700 Mike Shuel - Meredith Furniture, Yakima, WA...................................(509) 452-6221
Phone:
(800) 422-3778 (12 western states) (916) 784-7677 Online: www.WHFA.org Fax: (916) 784-7697 Mail: 500 Giuseppe Court, Suite 6 Roseville, CA 95678 Facebook: www.facebook.com/WesternRetailer Twitter: www.twitter.com/WesternRetailer
Tom Slater - Slater’s Home Furnishings, Modesto, CA......................(209) 522-9097 Polly Teeter – Del-Teet, Bellevue, WA...............................................(425) 462-1500 WESTERN HOME FURNISHINGS ASSOCIATION STAFF Executive Director: Sharron Bradley................................................(916) 960-0345 Asst. Exec./Membership Director: Kaprice Crawford.....................(916) 960-0346 Business Manager: Janice Carlson..................................................(916) 960-0347 Events Manager: Cindi Williams.......................................................(916) 960-0277 Operations/Warehouse Manager: Jef Spencer...............................(916) 960-0386 Editor/Communications Coordinator: Melissa Dressler.................(916) 960-0385 Graphic Designer & Project Manager: Lisa Tilley...........................(916) 960-0349
Western Home Furnishings Association is the western affiliate of National Home Furnishings Association
Member Services Rep: Michael Hill..................................................(916) 960-0263 Member Services Rep: Adam Gardner............................................(916) 960-0291 Accounting Assistant: Melody King.................................................(916) 960-2476
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Contact WHFA at www.WHFA.org or (800) 422-3778
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WHFA
ACADEMY
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RRC RETAILER
RESOURCE CENTER
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www.HomeFurnishingsConference.com For Sponsorship opportunities call Cindi Williams Δ Director of Events WHFA 916.960.0277
B O G O Turning Dreams into Reality... Featuring Successful Retailers Pedro Capo, COO El Dorado Furniture, Miami Gardens, FL
Home Furnishings Industry MAY 6-8, 2012 • PALM SPRINGS est.1944
Western Home Furnishings Association
Larry Miller, CEO
Sit 'n Sleep, Gardena, CA
president’s MESSAGE
I
t is hard to believe that this year is almost over. I have enjoyed these 12 months as President of the Western Home Furnishings Association. As my term comes to an end, I have started to reflect on the year and it has been a privilege to have gotten to know many of you. I have seen the dedication that our staff and members have. Their commitment to the success of all the furniture retailers is incredible. When I talk to many of you, it seems that there is a common thread to your concerns. Will the family business stay in the family? Is the small retailer going to be able to compete with the “big-box retailer”? These and many other questions are on all our minds. I, for one, am optimistic. As we move on I truly believe that we are leaving our business in good hands. I have enjoyed meeting with the young people that will lead our industry and our country in the future.
Angel Lopez 2011 WHFA President
Though we still have some choppy waters ahead, the most difficult times are behind us. If you are still in business today, after what we have gone through, chances are you have made all the right decisions to stay in business. Some of those decisions were painful but nonetheless, they were decisions you had to make for the greater good. At our Home Furnishings Industry Conference in San Antonio earlier this year, I was pleased to see many of you reaching out to other folks in the industry through networking. The new friendships that were forged during that time are a positive sign for our industry. It has been evident these past few years that when times are tough, we reach out to help each other and that is what Retailers Helping Retailers is all about. These past few years have been trying for our industry and for me, it was gratifying to know that I could always pick up the phone and call on many of you for advice and without hesitation you would help. I know that I will continue to call on many of you—that is what being a WHFA member is all about: Retailers Helping Retailers.
Dearden’s Furniture Los Angeles, CA (213) 362-9600 angel.lopez@deardens.com
Volume 20 • Issue 12
DECEMBER 2011
Women in the Industry
RETAILERS RETAILERS
ON THE COVER
Color Trends
Housing Market Update 2012
Women in Business Retailers Helping Retailers.
www.WHFA.org
Contact WHFA at www.WHFA.org or (800) 422-3778
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Editor’s Tip of the Month
editor’s MESSAGE
Tip: If you are using an outside company for your social media, be sure they understand your business and your brand. You don’t want them sending out the wrong message to your customers.
S
even years ago, I entered the home furnishings industry. The housing market was booming, and home furnishings stores were benefiting from new homeowners shopping and consumer spending was up. Competition was fierce, and sharing of information was only done within small groups of non-competitors. While there were female business owners, they were still outnumbered by males. Fast-forward to today, and it’s an entirely different scene. The housing market crashed (but is recovering in some areas. Read the article on page 22 to find out where); consumers are starting to loosen the grip on their wallets (according to the National Retail Federation, October retail sales saw a 0.7 percent increase over September and a 4.7 percent increase over October 2010); competitors are more open to helping one another and more women are opening their own businesses.
Melissa Dressler Western Retailer Managing Editor
Overall, 70 percent of new businesses started today are by women. Women are finding their entrepreneurial spirit and opening businesses that suit their needs, including home furnishings stores. This month, I was privileged to sit down with four home furnishings storeowners who all happen to be women: Carol Bell and Tamara Scott-Anderson, Contents Interiors, Chris Ehgoetz, Michael Alan Furnishings and Valerie Watters, Valerie’s Furniture and Accents. Each of them has had a unique experience in the home furnishings industry but they have all felt that our industry has shifted over the last few years to together and work as one. Bringing the industry and retailers together is one of WHFA’s main goals. Our association is built around a community of home furnishings entrepreneurs and our primary goal is to make this community thrive. You may have noticed our new tagline over the last few months, Retailers Helping Retailers—this is the true essence of the Western Home Furnishings Association. I hope you enjoy this issue of Western Retailer and look for new ways in the upcoming year to connect and help other retailers in the industry.
(916) 960-0385 MDressler@whfa.org
Journal of the Western Home Furnishings Association
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NOVEMBER 2011
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Last month’s magazine is available online at www.WHFA.org.
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30,000 SURYA FANS Are you where your customers are? Home Decor • Calhoun, Georgia
WALL Share SURYA Check out the new Moral Collection! October 3 at 2:10 pm 32 people like this
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Amber K Fave! :) October 3 at 5:39 pm Comment
30,120 People Like This
Jerry S There needs to be a ‘love’ button! October 3 at 7:42 pm Comment Kimberly N WOW! October 4 at 8:14 am Comment
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Anne G This is the one I want to sink my feet into! October 4 at 8:28 am Comment Barbara P FAVE ALSO October 4 at 9:08 pm Comment Susan B Beautiful October 6 at 10:26 am Comment
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Megan E can one order online? October 7 at 9:38 am Comment Surya Megan, See your local Furniture retailer for ordering October 10 at 2:19 pm Comment Bryan K Great Coastal Collection. October 10 at 3:12 pm Comment Tammy W I love your designs. They are so fresh! October 11 at 6:36 pm Comment Don L Fabulous. October 12 at 11:37 am Comment Kerri M Amazing! October 12 at 1:03 pm Comment Jeff C That is a beautiful rug October 12 at 1:12 pm Comment
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Industry Beat
industryBEAT Gates Home Furnishings, Grants Pass, Ore., participated in a rewarding opportunity by making the dreams of the McPhail’s family come true through the show Extreme Makeover: Home Edition. “It’s a once-in-a-lifetime, inspiring experience in the furniture industry,” said Gates. “It’s a chance to help a deserving family in need to receive a home that will better their lives. And it’s also the opportunity to join a very caring community as we all came together to help out one of our own.”... Fruehauf ’s in Boulder, Colo., won the 2011 International Casual Furnishings Association Apollo Awards. The Apollo Award is presented to one store each year that has demonstrated retail excellence in the sales and marketing of outdoor furnishings, and must demonstrate outstanding accomplishments and commitment to customer service. When owner Mary Fruehauf found out about the win, “I was texting everyone as fast as I could to tell them the news, it was so exciting!” … Mum’s Place in Pacific Grove, Calif., is celebrating their 25th year in business! … Another store celebrating 30 years in business is Michael Alan Furnishings, Lake Havasu, Ariz. … Congratulations to all of our wonderful WHFA members! … The third annual National Home Furnishings Month held last September broke records with 15 percent more dealers participating and an 11 percent increase in consumer engagement.
Want to see your name here? Send your news to mdressler@whfa.org and check out our new Blog “The Beat” at www.whfa.org.
Visit Their Sites www.fruehaufs.com www.mumsfurniture.com www.michaelalanaz.com www.gatesfurniture.com
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Hear this complete story and others on our website!
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Why go it alone? RETAILERS HELPING RETAILERS
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Western Home Furnishings Association • www.whfa.org • 1-800-422-3778
Left Chris Ehgoetz and Carrie Hemme, Owners of Michael Alan Furnishings
Women in the Industry
Retailers helping Retailers by Melissa Dressler
Western Retailer recently sat down with four intelligent, women business owners from the state of Arizona to learn about their industry experiences and how they connect with other retailers in the industry. Read the fun and entertaining insights from Carol Bell and Tamara Scott-Anderson, Contents Interiors; Valerie Watters, Valerie’s Furniture and Accents; and Chris Ehgoetz, Michael Alan Furnishings about Retailers helping Retailers. WR: How did you get started in the furniture industry?
Carol Bell: I majored in fashion in college and after I got married, I became involved in the antique business. The antique business led to the furniture business, and here I am, 20 years later in the furniture business. It was not necessarily my calling but my journey in life that brought me here. Tamara Scott-Anderson: I received a degree in art education. Once I graduated, people weren’t hiring art teachers, so I got a job selling window treatments and accessories. That led me to Content Interiors where I did design and eventually furniture sales. Now Carol and I own it. Chris Ehgoetz: My parents owned the business and then my sister and I purchased it 20 years ago. Next Friday, my sister and I are toasting to 30 years!
Valerie Watters: I never dreamed of owning my own business or being in furniture retail. I needed a job when I was 21 and a friend of mine worked in a furniture store. They hired me part time and I got sucked in. Fortunately, through the years and a lot of self learning at the library, I discovered a great passion for this industry. I love how it is ever-changing, and when I started, part of my motivation was to be successful in a male dominated world. It was one of those “I’m gonna show these guys…” kind of things. 10
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CB: Valerie, how did you get the courage to open your own store? VW: My friends talked me into it. I had been managing different stores for eight years and was thinking of getting out of furniture retail. My friends said that I needed to open my own store. They gave me the encouragement, so I went into the library and started reading books on how to own and operate a business. CB: Tamara and I bought an existing business and often times have said to each other that we don’t know if we could’ve started it on our own. That’s very brave. VW: Thank you. I started out small, with a small concept. The big thing was I always did my homework. I did a lot of research, and I have always been one of those pennypinchers. I didn’t go into debt, started out small, built the company and here I am 23 years later. It is challenging, as we all know, we have our moments. But I do love the industry. Especially being involved with WHFA—they are the best people in the world! CB: Great people, great support. When you talk about passion, there is nothing more exciting than going to High Point and seeing the excitement behind the new styles and the passion that goes into it. VW: And the thought that you can get into someone’s home and help them—because some of them don’t have a clue—you can help them create a home. I love people. I always thought I would be an actress; well my showroom is like my stage. WR: Over the years, how has your relationship with other retailers evolved? CB: Since we first started, we’ve belonged to the Fort Lowell Furniture District. Back when times were better, there wasn’t the attitude of helping each other as much as there is now. TS: It [Fort Lowell Furniture District] is a cooperative for
Contact WHFA at www.WHFA.org or (800) 422-3778
advertising, so we used to share information on that level. But everyone kept the cards close to their chest on their products. Being a part of the Contemporary Design Group, we saw the value of sharing between retailers that took place. When we became active in the WHFA, it just triple-folded what we learn from other retailers around the country. CB: Over the course of the last 10 years, I think there is a lot more sharing. At least in our world, maybe we are more open to it. CE: We have always been a part of performance groups. We have always been open to sharing with other retailers and come back from every meeting with new ideas for our store. We would not be where we are today without performance groups. VW: For me, it has been about gaining friendships with other retailers. I’ve always felt like I was such a small store in Cave Creek. I am not a big, multi-million dollar, multi-location store, so that intimidated me at events. I used to think, “What do I have to contribute?” but the neat thing I have found is it doesn’t matter if I am a small store in the WHFA. We always talk about the passion for the industry, and when you are involved in an industry and you are passionate about it, it doesn’t matter if you sell $1 million or $10 million a year, you have ideas to contribute. I am proud that I can be a part of it even though I am just a little slice of the pie. WR: Do you share business information with each other? VW: We call each other for advice when we have questions like, “How did they market this”, “how did they handle an employee issue”, etc. I did take a trip up to Chris’ store years ago, and I was so impressed by the things they were doing in the store and got great ideas for mine. CE: I think it is always exciting to go to other stores when I am traveling. I always learn so much. When I am in another town, one of the first things I do is check out the other stores. If you get one little nugget of something new to take back to your store, it is so exciting. CB: We were just at the WHFA board meeting, and Chris had an idea that I brought back to our store. Whenever you
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are with a retailer, if you are listening at all, you will pick up some pearl of wisdom. When we started this business, we knew a lot about furniture and design, but as far as knowing anything about running a business… hmmm—we might not have known enough. CE: Like how to do a balance sheet! CB: We depended on other retailers to help us out and learn the business. For the first several years, we were on the phone learning from others. TS: I have to say that because Carol and I are equal business partners, we get to bounce ideas off each other that sometimes an individual owner wouldn’t have. I am actively involved in ASID, so I am always gathering information and sharing it on that level and don’t let Carol kid you, she is a wiz at keeping us on track with our buying, our open to buy, etc. She keeps us in check on all of those business things. CB: One thing that I wanted to say about the association, is that when you have your own business, there are so many things that you need to know and some of them I admit that I am not too terribly interested in. To belong to WHFA where there are people to negotiate the great credit card processing rates for me through a program, it makes it easy for me to just say, “OK, I will use their program”, and I don’t have to take the hundred phone calls a week on the credit card processing, insurance, etc. To be a part of an association where you get that kind of support, frees you up to do the things you are better at which is important. VW: We are running businesses, so whether you have a passion or an eye for color, you still have to watch the business side of things too. I have to credit a lot of my success to having an awesome accountant. He keeps on top of everything, takes care of me. For years, he kept telling me to buy my own building. I didn’t want to do it. I didn’t want to be a million dollars in debt. But thank god I finally bought my building 10 years ago. I just listen to his advice and I learn a lot from him. He set up my Quickbooks and teaches me all the tax laws so I know what I can and can’t do. That is invaluable information. CB: It is so true because I can remember spending the afternoon talking to the tax person asking them to explain certain parts again. VW: Especially now, it is important when we are counting every penny. You need to know where your money is spent, how it’s spent, and try to be the best. It is challenging out there right now. I think it has been more challenging the last few years than when I first opened. All: Definitely. VW: It is a little disheartening to
work so hard and just be treading water. Although we are because we are still survivors, but man, I am on the cheap beer and I can’t handle it! [Laughs] WR: Do you think since the economy has been a challenge, retailers are more open to working together and sharing ideas? VW: I would say yes. I’ve seen it more with people who are competitors. I don’t really have competitors; I think the more the merrier. I have noticed I am getting more phone calls from people who might consider me a competitor, asking how I do things. I think people are panicking and when people panic, you join together and realize you are all going through the same thing. You survive and try to help each other out. TS: There is a rug store in Tucson, who's almost a one man operation and he is constantly taking Carol and I to happy hour because he wants us to help him out and is great in asking for advice. CB: And we are all about people taking us out to happy hour! [Laughs] CE: I think it makes for good competition too. TS: We are also now renting warehouse space from the Copenhagen store across the street. We needed a little extra space, and they have 60,000 square feet, so we are renting a little bit of their space. We just asked if we could put some stuff in there, and they were fine with it. CB: It is a good relationship we have with them. VW: But I do wonder where you got that new sofa Carol? CB: [Laughs] Yeah, we now have new Ekornes lines over here! [Joking]
Do you agree that retailers today are more open to sharing ideas with other retailers? Weigh in on the discussion and read the rest of the interview at www.whfa.org/articles.
From Left: Valerie Watters, Shelley Burris, Claudia LeClair, Tamara Scott-Anderson and Carol Bell at the WHFA 2008 Conference.
Having Fun with Team Building
Team work is an essential part of any successful business. In retail, everyone should be working together to achieve the same goal: a happy and satisfied customer. Team building activities can help with: improving communication, getting to know each other, making the workplace more enjoyable, motivating a team, getting everyone “onto the same page�, goal setting, helping participants to learn more about themselves (strengths and weaknesses), improving team productivity, and much more. Here are a few fun activities to build camaraderie with your staff and have a little fun while doing so:
Happy Staff +
Trivia Hour:
Happy Customers
Q: What was the first movie to ever gross over $100 million?* Have fun with your staff and test their knowledge of random trivia. Give each team a buzzer and see what they know! You can find trivia questions all over the Internet or you can pull from popular games like Trivial Pursuit.
= Happy Boss
*A: Jaws (1975).
In-Store Olympics: Set up an obstacle course in your store Photo/Video Scavenger Hunt: Create a list of activities around town and have each team use
and split your staff into teams. Have them compete in the obstacles and the winning team can be awarded a medal.
their digital phones to document the team doing the specific activity.
Ropes Course:
Iron Chef Challenge: See what each team can create with certain ingredients. Bring in the creations to share and have everyone vote on their favorite (or make themed categories, e.g. most edible, craziest ingredients, scariest color, etc.)
Ropes courses are great for the adventure-seeking team, but is also a way to show that you must work together to achieve your final goal. Courses often challenge individuals and teams to solve various problems that they are faced with. They also can help build trust within the group. See if there are any courses near your store, and make it an afternoon adventure.
Colors for Survival in the New Economy by Zara Stender
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hat colors will hold center stage in 2012? From fabrics to furnishings, from pillows to paint, next year’s key colors reflect new consumer attitudes that “take no prisoners”.
According to Color Marketing Group (CMG), the leading international association of color design professionals, the most powerful color trends for 2012 are driven by concern for survival. The consumer is “so over” with just surviving and wants the feeling of thriving. But retailers need to give consumers a reason to spend. Price has been the driver. Lowest price wins unless VALUE perception overrides.
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Security is the new luxury. It’s about lasting value and thoughtful investment. Vintage colors, traditional, weather worn and repurposed have significance. Consumers are adopting an “I can take care of myself” attitude and bracing for an extended period of economic uncertainty.
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Specifically, CMG predicts these trends: Boomers are a huge growing market but they are refusing to age! They are looking for products that support their youthful ambitions, but also comfort and compliment the mature body. That translates to comfortable furnishings in fabrics and finishes that are understated for elegance in colors that are young at heart. •
Purple rules! It is mature, yet edgy, youthful and THE color of opulence. Once considered too extreme, now it’s luxe, hip and holding strong in palettes that combine it with gray, gold and coral. It represents the “take back control of my life” of the global consciousness. It sells well during economic downturns.
•
Floral and vegetal hues are strong. They foster comfort and confidence about the future.
•
Texture, finish and surface interest are key especially with whites and ivories.
•
Sophisticated layering of grays is chic coast to coast and across the generations.
•
Sustainability is on the forefront and now means people, planet, profit and re-purposing.
•
Technological expansion enhances the need for nature and products that are natural and authentic.
Showroom Tips: •
Use the strongest most cutting-edge hues on any back wall visible from the entrance to pull customers into the space.
•
Anything that makes a consumer feel more secure is a plus. Warm wood tones, plushy textures, and gentle natural light goes a long way. Avoid concrete flooring, harsh fluorescent lighting, hard edges, steel, cold metal and cold colors.
•
In display windows, use moderate amounts of high trend color to pique interest. Not many will buy the electric purple sofa with the gold and copper accents, but everyone wants to see it.
•
Purple is the complement to yellow which is the underlying color of the new lighter wood tones. Use it to create showroom vignettes that offer updated color selection and comfort with a nod to traditional values.
•
Craft an experience that takes your customer into the unexpected. Use multi-dimensional, translucent and clear colors.
Updating color doesn’t need to break your budget—it can be as simple as accent walls, art and rugs, renewed color in signage, point of purchase brochures or strategically placed color in display walls. Adding the right color can soothe and inspire your client into a more positive retail experience that will enhance their life and your bottom line. Zara Stender, IDS, CMG, NEWH is an international color expert, award winning designer and the author of several books on design and color. She is a Chairholder with the Color Marketing Group and serves on the Editorial Advisory Board of STIR Magazine, the Sherwin Williams publication for architects and designers. She often lectures on trends in color and interior design. She consults on hospitality, retail and residential projects. Contact her at zaradesigns@yahoo.com, Zaracolordesign.blogspot.com
Teenage Life in a Furniture Store By Kegan Scannell
My name is Kegan Scannell. I am 16 and I work at my parents’ furniture store, Leon and Lulu. My job at the store could most closely be compared to the opposite of a job at Burger King: no steady schedule, I can’t afford the product, and I actually become healthier from my job. Before Leon & Lulu was Leon & Lulu, it was The Ambassador Roller Rink, and had been for 60-plus years. It was a very popular teen hang out, especially among my friends. Just think of my overwhelming joy when I realized that my parents were responsible for robbing my friends of the one place they could go hang out on Friday and Saturday nights. My reputation still haunts me as the child of those who stole Ambassador, and it has been over three years since the rink closed. The day we closed on the building for our new store, the former roller rink, I was called in to package the hundreds of roller skates, and tear up the rotten nachosmelling carpet. My entire 8th grade summer was spent boxing, scraping, painting, and moving. I must have moved the 10 x 6 x 4-square-foot stack of boxed roller skates 15 times to various corners of the 15,000 square foot building. They weighed roughly 1.6 million pounds. Once the store opened, my social life was deeply affected. My Saturdays were now spent pushing sofas up spiral staircases and beds into windows instead of being on my bike out with friends. Most kids look forward to their Saturdays, sleep in until 2, then lounge around till 4. I wake up at 9:50 and ride my bike to the shop to load the van, then we leave for the delivery.
My job is fairly simple. I lift and carry. When a container or truck arrives, I’m the first to be called. When a sofa needs to be delivered, I’m the boy for the job. I am pretty young, so I don’t really have much to bring to the table in terms of creativity and design, but my parents have no problem exploiting my school vacations and post-pubescent muscles.
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I also have the title of potential job giver as I get phone calls rather regularly from friends and acquaintances looking for a quick buck. It’s a pretty simple process. We get a delivery with a lot of heavy stuff and it’s my job to call a friend and get an extra hand. After the past few years we have smoothed the process out quite well. I have two strong friends who are very reliable, and another two or three I can always call in case of emergency. We are never without an extra hand or four. It isn’t all bad, however. I soon found myself making much more than I could spend, especially in the summer, when I had the joy of reorganizing the store every time my mother got bored. This is composed of carrying leather sofas, precarious glass coffee tables, and hardwood dining tables back and forth down the 300-foot stretch of protruding pillows, candles, and other fun things to knock over and go back to pick up. Nothing is ever moved once; often I find myself carrying the same sofa back to the original position the next day.
Contact WHFA at www.WHFA.org or (800) 422-3778
Now don’t get me wrong, my parents don’t use me just for my muscles, they also call in their “trophy son” whenever they need an extra hand during a party, running the cash register, serving Coke and hot dogs, etc. They call me in, dress me up in a shirt and tie, and put me to work in the front of the store.
Working with your father trapped in a basement stairway in the 90 degree July weather and holding a sofa over your head can at times become somewhat heated, in more ways than one. We frequently get into very quiet fights about how a sofa should be twisted, turned, flipped and otherwise disassembled to fit it through a tight spot. My father has somewhat of a hard head. It’s his way or the highway, and his way is usually ever so slightly incorrect. Normally I would have no problem letting him try it his way, then kindly suggest my way after his utter failure, but his way generally causes at least an extra half an hour of work and/or damage to the piece or house, so it’s in everyone’s best interest that I open my big mouth before we start his way. Since I spend almost every weekend going into a few different people’s houses, I have seen some pretty strange things in my travels. Even the kindest looking old lady can be a hell-sent demon of work to a young man as myself. For instance, once we were delivering a love seat to a kind old lady a few miles away. It was a simple enough delivery—drive out to her house, walk the love seat around back and carry it into her bedroom through the double doors, no problem. Once we walked into the dimly lit room of agony and pain, I immediately smelled trouble. I saw a jumbled heap of furniture in the center of the room, and attempted to go into denial. After we carried the love seat in and set it down in its proper position, the kind old lady, innocently enough, warmly asked if we would mind moving a couple pieces for her, I screamed NOOO in my mind while saying, “Of course, ma’am!” out loud. So we started to pick up a few fairly light chairs and carry them into the next room. We started to pick up our drop cloths and clean up after ourselves, when the old lady asked for one last thing, and what I had been dreading since I walked into the room came out, “Could you move this old dresser for me?” Now this old dresser was not just some old dresser, it was an 8-foot-high solid-wood cabinet, full to bursting with knicknacks and other old people articles. I took a deep sigh and said “Of course” and started to take clothes, toys, and all sorts of other strange things out of the cabinet. After that we started to take the drawers out of the bottom. To my complete surprise I pulled out a drawer that was completely—as in every square inch—full of candy. It was a good 3-square-feet of pure sugar, all sorts of Butterfingers, Nerds, Snickers, Milk Duds. Anything my tongue could imagine was in that drawer. I couldn’t help but look at the lady with a raised eyebrow. She looked back, blushed, and whispered, “I’m diabetic,” with a kooky smile.
Next Generation-NOW Did you grow up in the furniture business? Are you the part of next generation of home furnishings retailers? Want to connect with others just like you? Join the new industry group, Next Generation-NOW! Launched in August 2010, Next Generation-NOW has become the source for the future of the home furnishings industry to connect, share and learn from each other. The group holds networking cocktail parties each Market and is moving towards building an informational and interactive website to engage the future generations of the industry. If you are interested in joining, visit www.whfa.org/next-generation-now for more information and be on the lookout for our new website!
After moving that heaping pile of hardwood, which was a mere 2 inches off the ceiling, I eyed the pile of candy while finishing cleaning up, and all she could say after having us move half her house was “Thank you”. I felt that the least she could do was throw me a Milk Dud or two. This is a sharp contrast to other people. I have gotten $40 dollar tips on top of the $75 they paid for delivery for simply doing my job, and I have gotten a “Thanks, have a good day” after moving a sofa bed out of someone’s basement on top of my job. All-in-all my job has its downsides, but I still love it. It has given me a behind-thescenes look at a furniture store and small business. It’s provided me with spending money for 3+ years, and it has created a hunger for a boss that I don’t have to live with. Contact WHFA at www.WHFA.org or (800) 422-3778
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Kegan Scannell with his mother, Mary Liz Curtin, Leon & Lulu, Clawson, MI
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SAFETY SPOT
“This Is A Robbery, Everybody Get Down!”
Steps to keep you, your employees and customers safe during a robbery
Robberies and attempted robberies can happen anywhere, and in today’s economy, people are becoming more desperate for money. While money and merchandise taken during a robbery can be replaced through insurance, people cannot. The best way to prevent injury during a robbery is to prevent the robbery in the first place. But, it is always best to prepare for the worst and ensure you and your team knows how to properly react in the event it does happen. Here are some tips to protect you, your employees and your customers: • Hire an outside security staff to keep an eye on your business. If you are near multiple stores, pitch in together to have a security staff keep you safe. • Keep your store clean and well-lit. It becomes darker much earlier during the winter, so make sure your lights come on earlier. • Posters or signs should not block the area around the register from view. • Make a cash drop or safety deposit box available. • Post signs in your store stating that minimum cash is kept on premises. • Keep busy by cleaning, dusting and sweeping when there are no customers in your store. • Be aware of cars parked across the street or off to one side of the parking lot. • Look for people who might be watching the store or loitering in and around it. • If someone does look suspicious, contact a supervisor or the appropriate authorities. • Keep emergency phone numbers handy and near all phones. • Give a friendly greeting to everyone who enters the store and connect with each customer.
If a robbery does occur, be sure your employees have specific instructions on what to do. Here are some tips: • Give the robber what they want—the longer they are there, the more nervous and agitated the robber can become. • Stay calm. Handle the situation as if you were making a sale to a customer. • Let the robber know you intend to cooperate. Give them what they ask for. • Tell the robber beforehand if you must reach or something or move in any way. Also tell them if there are additional employees in the back so that they are not surprised. • Don’t try to stop the robber. You might not see a weapon, but do not assume there isn’t one. • Don’t try to chase the robber. Most likely it will end in violence and can make the scene confusing for when police arrive. • Dial 911 or your local emergency number once the robbery is over and everyone is safe.
For more information contact your WHFA Safety Coordinator Kaprice Crawford (800) 422-3778
MemberMarketplace Exclusive WHFA programs to better your business
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GE Money has been a retail credit provider for over • offering Unlimited telephone accessoftofinancing human 60 years, a full complement resource lawyers consultants. programs to meet the needsand of the diverse home furnishings industry. hasdata a tenured client • Access to aWHFA complete and labor law relationshiplibrary—including team specialized inwage servicing ourlaws. members. & hour
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Equal to buying group pricing “They did a great job on our website and delivered it to us in a timely manner. We are in constant contact to keep or site up to date and more useful. The circulars have been bringing in traffic, and the staff at Banner have been creative as well as aware of our customer's needs in our area. I would recommend Banner to anyone for any of their products”.
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Wage, salary and benefits data. Guidance to problems with: •
State labor code
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Federal wage and hour compliance
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OSHA compliance
—Tom Slater, Slater’s Home Furnishings, Modesto, CA
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Contact WHFA at www.WHFA.org or (800) 422-3778
Are You Covered? By Michael Bloome
The holidays are fast approaching and the last thing on your mind is business insurance. We all know that we need to insure our buildings and property from loss, and we buy an annual policy to do that, but are we covered? The answer is maybe! Most property policies have a coinsurance clause. The coinsurance clause allows you to insure your buildings and contents at 80 percent, 90 percent, or 100 percent of replacement cost of the property. If you elect 80 percent coinsurance, you are self insuring 20 percent of your property in the event of a total loss. The insurance companies require that policy holders insure their property to value. So what happens if you don’t comply? Nothing, until you have a loss and you want the policy to respond. Let’s take a look at a couple of examples.
Receive a free insurance quote through WHFA’s new insurance broker, James G. Parker, and make sure your business is fully covered. Call (800) 422-3778 today.
The cost of being insured to value is usually very minimal, so why do insured’s not do it? There are a variety of reasons, from not knowing the true replacement cost of their property, to thinking that they will not have a total loss or not understanding that coinsurance will apply to a partial loss. They also may not understand that they can buy 80 percent coinsurance or they are trying to save money by carrying lower limits of insurance. Insured’s should review their coinsurance options and replacement cost values annually with their broker. Don’t let an insurable loss put your business out of business!
An insured has a $100,000 loss to their building. The coinsurance clause purchased was 80 percent and the amount of insurance carried on the building was $500,000. At the time of loss it was determined that it would cost $600,000 to completely replace the building. The insured in this case was complying with the insurance carrier as 80 percent of $600,000 is $480,000, which is less than the $500,000 they are carrying. In this case the $100,000 loss will be covered in full less the deductible. An insured has a $100,000 loss to their building. The coinsurance purchased was 100 percent and the amount of insurance carried on the building was $500,000. At the time of loss it was determined that it would cost $600,000 to replace the building. The insured in this case was not complying with the insurance carrier. They were insuring the building at $500,000 and should have been carrying $600,000. They were insured at 83 percent of value ($500,000/$600,000). The 83 percent will now be multiplied by their loss of $100,000. The insurance carrier in this case will pay $83,000, less the deductible, to repair the building. The insured will be responsible for $17,000, plus the deductible. Contact WHFA at www.WHFA.org or (800) 422-3778
Research you can’t live without 800 826–8868
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furniturecore.com
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Housing markets that climbed to lofty levels during the boom took the hardest tumble during the downturn and now have a longer climb back. performing fairly well, unemployment is significantly below the national average, and housing supply and demand are moving into balance. It is in such localities that resurgence in residential construction could start yielding benefits for the economy in short order. A new analytic tool created by the National Association of Home Builders (NAHB) and being introduced this fall will identify the local markets that are showing signs of resilience. The NAHB Improving Market Index (IMI) will use government statistics on employment, building permits, and house prices to determine which markets are poised for growth and in a position to lead a broader recovery.
Jerry Howard
In searching for a growth catalyst, today’s idle home builders can put the U.S. economy on the growth trajectory that has failed to materialize in the past couple of years of so-called recovery. Housing—a sector responsible for a full 18 percent of economic activity in normal times—has led the way to higher ground following every recession in our post-World War II history. That hasn’t happened this time, and we are seeing the dismal results. The leadership in Washington is running out of ideas, leaving America staring into the abyss, when it should be embracing the opportunity to harness the power of home building to create new jobs, rejuvenate the business community, make existing home owners whole again, and rescue and preserve the highly esteemed institution of homeownership, which has defined the social vibrancy of our neighborhoods for generations. On the policy front, the restoration of the housing marketplace and the housing finance system supporting it will require some heavy lifting. This is, however, a job that can be accomplished if we can get the right policies in place and overcome the formidable regulatory impediments that have been streaming out of the federal government with alarming regularity.
Some Localities See Resurgence To start moving forward, it needs to be recognized that the housing marketplace is actually made up of thousands of local markets. They may be hard to spot when the marketplace is painted with a broad brush. But across the country there are places whose economies are 22
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These promising starting points for an expansion can be easy to miss because one-third of the states where conditions are the worst and where production is down the most from the normal pace that occurred in the early years of the previous decade account for about half of U.S. housing activity most of the time. By comparison, one-third of the states where the best housing markets are now to be found, such as North Dakota, normally deliver 20 percent of the homes produced nationwide. Rising to lofty levels during the boom, housing markets in Phoenix, Las Vegas, Atlanta, and Miami took the hardest tumble during the downturn and now have a longer climb back than the many smaller, healthier markets in their shadows.
Employment rate today no different than in 2003 Similarly, discouraging news on the unemployment front, with the number of people in the United States employed today no greater than in 2003, is grabbing the headlines when there are more encouraging stories of job growth to be told. Some metro areas are well above 2003, with increases of 21 percent in Odessa, Texas; 19 percent in Jacksonville, North Carolina; and 19 percent in Hinesville, Georgia. And although home prices have plunged by a third nationally, also receding to 2003 levels, home price indexes have recorded gains over that benchmark year of 88 percent in Midland, Texas; 56 percent in Honolulu; and 54 percent in Morgantown, West Virginia. The contagion of the Great Recession radiated from the hottest housing markets, where prices and production soared through the roof, out to markets that were bystanders to the exuberance of the boom. The recession scuttled Contact WHFA at www.WHFA.org or (800) 422-3778
The housing bust has cost business owners a bundle—
virtually every market across the land. The cure will work in reverse, with markets that caught the virus when they were in relatively good health the first to rally, paving the way for a widening recovery. There are, unfortunately, financial constraints that must be addressed to turn this scenario into a reality. NAHB’s new tool will be able to track the healing process as it progresses, and it is just what the bank regulators should have in their hands to end the dearth of lending for home building that persists from coast to coast. It is crucial for traditional lenders to reopen for business and recognize those places calling for new housing supply.
Home Building Is Essential for Job Creation The return to home building is an essential ingredient for creating jobs and renewing the economic vitality of our neighborhoods. Each new single-family home represents three full-time jobs and helps boost the consumption of goods and services driving the pulse of the local economy. If they don’t replenish property tax revenue, municipalities and the states face a bleak future. The cupboard is bare. Accommodating housing growth will ultimately provide the financial means to support schools, ensure public health and safety, and alleviate the fiscal threat to our quality of life. Opening up the flow of credit for the small home builders, who are a mainstay of the housing industry, also offers hope for small businesses in general, which account for half of private nonfarm gross domestic product and 65 percent of job growth. A recent article in Bloomberg/Business Week cites researchers at the Federal Reserve Bank of Cleveland who say that declining housing prices have hurt small business finances. According to the National Federation of Independent Business, 94 percent of small business employers own their homes, and a quarter of them, according to Barlow Research Associates, borrow against their homes for business purposes. The housing bust has cost business owners a bundle—$7.9 billion, according to estimates of the Cleveland Fed. Clearly, a full-scale recovery of small business owners can’t occur without a housing rebound. Impediments to access capital are not the only regulatory challenge facing home builders and other small businesses. Unleashing the ability of entrepreneurs to create new jobs will require attention to regulatory obstacles in such areas as immigration, health care, and the environment. Contact WHFA at www.WHFA.org or (800) 422-3778
Lending Standards Have Gone Overboard Despite low mortgage interest rates and home prices, prospective home buyers also find themselves in a bind. Mortgage lending standards have tightened considerably, and regulatory and legislative proposals could make financing a home purchase much more difficult in the future. There is no argument that lending practices became too lax in the boom years, putting many homes in the hands of buyers who could not afford them. However, attempts to address this problem have gone overboard and run the danger of preventing deserving families from enjoying the many benefits of homeownership. Prior to the boom, for decades, our housing finance system was a model for the rest of the world. It supported a wide range of buyers and did a good job of determining whether a borrower could afford a loan. Surely we are able to limit credit risk without unfairly cutting off the middle class and today’s large generation of young Americans who will soon be establishing households and entering the housing market. We have wasted a good two years trying to propel the economy into a sustainable recovery. Without housing playing its part, the wimpy performance of our powerful economy is no surprise. The long-overdue return to prosperity that has eluded us so far is within reach, and that is why putting housing on the path to growth deserves the highest priority. Originally published September 2011. Reprinted by permission, Free Enterprise, December 2011. Copyright© 2011, U.S. Chamber of Commerce.
Improving Housing Markets in the West Anchorage, AK Casper, WY Cheyenne, WY Fairbanks, AK Fort Collins, CO
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The generosity of our sponsors made our year memorable...
Co-Hosts
Titanium Sponsors
pLATINUM Sponsors
Showroom A525
GOLD & SILVER Sponsors American Express • American Leather • Best Home Furnishings • Fairmont Designs • Guardian Products, Inc. • Guardsman Furniture Protection Programs • James G Parker Ins. • Lane Home Furnishings • Pacific Furniture Dealers • PROFITsystems, Inc. • Protect-A-Bed • Steve Silver Co. • Sandberg Furniture
BRonze Sponsors 4-Warranty-Furniture Protection Plans • Aireloom Mattress • California Furniture Manufacturers Assn. • Century Lighting • Color Ad • Diamond Mattress • Flexsteel Industries • Furniture of America • High Point Market Authority • Lazar Industries • Magnussen Home • Mail America • Profit Management Promotions • State Compensation Ins. Fund • STORIS Management Systems • The Uttermost Company • Truckskin, LLC.
Thank you Paldies ačiū Danke buíochas a ghabháil leat dank u kiitos tak dziękuję děkuji grazie mulţumesc köszönöm tack Photo: Cindi Williams (Finish, Scott, German, Romanian), Adam Gardner (Scottish, German, Irish, Finish, Danish), Kaprice Crawford (Dutch & English), Jef Spencer (German, Polish, French), Janice Carlson (German, English, Irish and Dutch), Mike Hill (English, Irish, Czech, Ogalala/Sioux tribe), Tyla Bradley (Hungarian), Sharron Bradley (Latvian & Lithuanian), Steele Bradley (Hungarian), Melody King (Dutch & English), Melissa Dressler (German, Italian, Polish, Swedish) and Lisa Tilley (Dutch & German).
All of us at WHFA wanted to send a sincere thank you in our heritage languages to our members, sponsors and vendors for a wonderful year. We look forward to serving all of you in 2012.—Retailers helping Retailers.
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Contact WHFA at www.WHFA.org or (800) 422-3778
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You never get a second chance to make a first impression ✔ White glove home delivery ✔ Dedicated well-equipped modern fleet ✔ Custom truck branding ✔ Warehousing ✔ State-of-the-art technology and reporting ✔ Consumer surveys ✔ On-site management and staff
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703.530.0677 www.diakonlogistics.com Visit Us In High Point & Las Vegas High Point Market Retailer Resource Center, Plaza Suites Las Vegas Market Retailer Resource Center, Building C
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Contact WHFA at www.WHFA.org or (800) 422-3778
The Importance of Community
Five benefits of being a part of a network
By Deborah Shane
There is and has always been great power in building networks, but more importantly is using and leveraging them in today’s business and career world. In a relatively short time, building tribes and communities has taken on a lead role in our branding and marketing priorities. The immediate, viral and real time nature of information and communication is nothing short of stunning. From 9/11, Michael Jackson’s death, the liberation of countries, politics, sports, natural disasters, business and careers, there are major benefits of being a part of and engaging in networks. Here are five benefits I have enjoyed from being a part of my networks: resources, support, help, belonging, empowerment.
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Content Resources
The sharing of information, how to’s, lists, content is a daily way of life today both online and in person. The greatest resources today are the people in our networks, be it personal, community, family or business. Blogs, web communities and social platforms all are rich sources including Mashable, Technorati, Huffingtonpost, and of course Facebook, Twitter, Linkedin and Youtube. Pop in some keywords and phrases that you are interested in accessing resources about and watch what comes up!
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Sense of Belonging
A sense of belonging, being a part of it is a fundamental human need. The online world has given us an opportunity to band together in tribes and communities to find and support each other. I have met people nationally and internationally through my blog and my new book, who I probably never would have met if it wasn’t for it being on the web. I also interact regularly with people in the niches that I serve. Are you tapping into the resources of your networks and the people in them? Join targeted, smart ones and get involved in them.
Personal Support
People need people. This is a WE time. The days of being a lone wolf in life or business are over. We survive and endure by supporting each other. I have seen people go through tremendous personal change in their their health and family life tell me that their ‘online networks’ were instrumental in helping them get through. From people in your inner circle to online friends, people are eager to help! One site that is amazing is Caring Bridge, which I was recently introduced to and engaged in recently during a friends illness.
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Ask for Help
Again the power is in the people in your networks. From referrals, feedback, surveys, ideas for blog topics, logos, vacation destinations, baby products, medical: ask your networks a question, post a survey and watch what happens! Just Google, Bing, or Yahoo it.
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Personal Empowerment
This is really a two way street: giving and receiving. I have watched and been inspired by so many people in my networks that have given me the courage, strength and power of example to keep going and get through. They have also allowed me to help and empower them! Receiving from someone who sincerely wants to help is an amazing gift to them and that you give yourself.
Networks and networking, in the two worlds we live, work and play in: online and in person is as important as air, water, food and shelter. Join, build and grow your networks daily, and watch what happens! Author:
Deborah Shane is the Author of Career Transition—make the shift, a business and career branding strategist and new media consultant, She hosts a weekly Blog and is in her third year of hosting a weekly business radio show on blogtalkradio.com, which has over 32k downloads. She writes for several national business, career and marketing blogs, and websites including smallbiztrends.com, careerealism.com, BusinessInsider.com, Personalbrandingblog. com and blogher.com. Deborah delivers smart, no-nonsense ideas and solutions, which make her a popular go-to resource for clients, national media and influential blogs. Connect with her on Twitter, Facebook, LinkedIn and Blogtalkradio @Deborah Shane, or on the web at DeborahShaneToolBox.com.
Contact WHFA at www.WHFA.org or (800) 422-3778
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• Mixed containers • Transload services • LTL • In-home delivery • Delivery in as little as 1 day, and rarely more than 7 • 24/7 visibility of shipments • RF bar coding & satellite tracking • Warehousing of transported goods throughout North America and in Asia
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RRCC-496 RETAILER
RESOURCE CENTER Western Home Furnishings Association
est.1944
Western Home Furnishings Association
Western Home Furnishings Association • www/WHFA.org • 800-422-3778 National Home Furnishings Association • www.NHFA.org • 800-888-9590
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Bob Schoenfeld Schoenfeld Interiors Bellevue & Seattle, WA
Describe your store: High-end contemporary and classic furniture. We offer full design services with customization options for most of our lines. Major lines: American Leather, Thayer Coggin, Lee Industries, Century, Creative Elegance, BDI, Maria Yee, Precedent and Lazar
I would also say with so many people out of work it may be a good time to improve your sales staff, you will get a lot of response from a position available add.
How has business been over the last year? Business overall for 2011 has been steady but flat compared to 2010's growth of 30 percent. What have you done to increase business over the year? For 2011, we have continued a strong TV campaign and have worked hard on our email list and monthly email blasts (to our private list). We have also focused on great new merchandise and maintaining a fresh look in both our stores. What’s one tip you would give other retailers? Above all keep your store fresh and your displays looking good. Do not stop bringing in new things for your floor or your store can get stale fairly quick. Old displays and poor housekeeping does not instill confidence in the customer.
Advertisers Index
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Please support the advertisers that support your magazine. Advertiser...............................................................Page................................ Phone/Website
Diakon Logistics...............................................12.............................(703) 530-0677 Emerald Home Furnishings...............................2..............................(800) 685-6646 FurnitureCore.com...........................................25.............................(800) 826-8868 Furniture Wizard...........................................18 & 26.........................(619) 869-7200 Home Furnishings Industry Conference ...........4..............................(800) 422-3778 MicroD....................................................... back cover.......................(800) 964-3876 Planned Furniture Promotions..........................8..............................(800) 472-5242 PROFITsystems ..............................................31.............................(800) 888-5565 Surya.................................................................7..............................(877) 275-7847 WHFA Membership & Awareness.....................9..............................(800) 422-3778
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western retailer
Advertising Inquiries & Rates Contact:
Cindi Williams, WHFA Events Manager, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678 Phone: (916) 960-0277 E-mail: cwilliams@whfa.org. Subscriptions: $35.00/year USA. Western Retailer is Published by Western Home Furnishings Association, a National Home Furnishings Association affiliate, in the interests of retail home furnishings dealers, manufacturers, distributors and sales people. Distributed to retail merchants handling furniture, accessories, bedding, floor coverings, and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. Mailing list compiled by WHFA. Official publication of Western Home Furnishings Association, which is responsible for editorial content and advertising policy. The views expressed in articles appearing in Western Retailer are not necessarily those of Western Home F urnishings A ssociation. Western Retailer magazine is copyrighted by Western Home Furnishings Association. December 2011, all rights reserved.
Western Retailer
Read by furniture retailers in the West.
Distribution
Western Retailer is published 10 times a year at a subscription rate of $35 per year by The Western Home Furnishings Association, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678, (916) 960-0277. Periodicals postage pending at Roseville, CA and additional mailing offices. POSTMASTER: Send address changes to THE WESTERN RETAILER 500 Giuseppe Court, Ste. 6, Roseville, CA 95678.
Contact WHFA at www.WHFA.org or (800) 422-3778
Are you and your inventory ready for
Relati nship Counseling? Inventory — Do you love it, hate it…or a little of both? Selling inventory makes you money — love that! But, if you aren’t careful, you end up overstocked with a crammed warehouse and little to no cash flow — hate that! PROFITprofessional has all the tools you need to keep in stock only those items that make you money, get rid of those not making you money, and recognize trends so that you can keep your floor fresh with merchandise that sells. We will help you manage your inventory and improve your bottom line. You gotta love that!
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