march • 1937

MAGAZINE
GERTRUDE M. HENDRICKS
"And still be doing, never done."
(See page 20)
Two dollars a year
20 cents a copy
MARCH • 1937
Grand Rapids,
Michigan
ONLY THE GREAT
Combining artistry and dependability through three-quarters of a
century of service, the John Widdicomb Company has established
a precedent for leadership in the manufacture of quality furniture.
Employing the finest woods, these superior craftsmen are comparable to only the great cabinetmakers in their faithful and fine
reproductions of the Eighteenth Century.
!>-".••.'.
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JOHN WIDDICOMB COMPANY
GRAND RAPIDS
Showrooms at factory, 601 Fifth St.
MICHIGAN
New York Showrooms. No. 1 Park Ave.
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NOTICE
•
ALL PRICES QUOTED ON ILLUSTRATIVE AND ADVERTISING
PAGES IN FINE FURNITURE ARE "NUMBER"—(DOUBLE WHOLESALE)—THUS MAKING THE COST TO LEGITIMATE HOMEFURNISHING MERCHANTS ONE-HALF THE QUOTED PRICES
SUBJECT TO REGULAR TERMS.
PLEASE REMOVE THIS SLIP
>••'•."
UPON OPENING FINE FURNITURE SO THAT THE MAGAZINE
MAY BE USED FREELY WITH THE CONSUMING TRADE.
DUE TO PRICE INCREASES ANNOUNCED BY MANUFACTURERS, PRICES QUOTED ARE SUBJECT TO CHANGE WITHOUT NOTICE.
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*-:
398 Davenport as shown in "N" grade velvet — $159
In Orinoco velvet — $178
flCCEPTANC
ASSURED
398 Chair as shown in "N" grade
velvet—$84. In Orinoco velvet—$98
Living room groups that are reproduced from the best
in historic and modern designs are the notable features
of the Wolverine line. Carefully selected fabrics in great
variety of colors and weaves are employed in our increased line of love seats, chairs and sofas, which have
been fashioned to permit profit for the dealer and to
satisfy customer demand for exclusive patterns in styletailored groups.
DISPLAYED IN WATERS-KLINGMAN BUILDING
WOLVERINE UPHOLSTERY CO,
GRAND RAPIDS
MICHIGAN
We appreciate your mentioning you saw this in FINE FURNITURE
FINE
»JMUU1
» 1 1 m J j ^ « mm • •
FURNITURE
» • • • • • • •
Your Assurance
... of Quality
FlN€ FURNITURC
the Homefurnishing Magazine from
the Furniture Style Center of America
VOLUME 2
1937
NUMBER 3
GEORGE F. MACKENZIE, President
PHIL S. JOHNSON, General Manager
KINDEL
ROD G. M A C K E N Z I E , E d i t o r
VIRGINIA R. ULRICH, A s s o c i a t e
Leaders in Traditional 18th Century Mahogany
reproductions and adaptations
MARCHBoiling Wake
5
Page Nine
9
Gliding in Swingtime
10
Sales Promotion and Advertising, by Ralph Spangler
12
Furniture Frolics, by Ray Barnes
15
The Sketch Book, by Fred Hill, Jr
16
Color, by Phyllis Field Cooper
G. R. Guilders
21
Retailing Tips
22
Among Those Present
The Home of the Month
Homefurnishing News and Associations
Journey's End
Specialists in Mahogany for the bedroom
Kindel Furniture Co.
Grand Rapids
. . . 18
. . . 24
25
26 and 27
28
Published monthly by the Furniture Capital Publishing Co., 155
Ottawa Ave., N. W., Grand Rapids, Mich. Acceptance under
the Act of June 5, 1934, authorized April 30, 1936. FINE FURNITURE copyright, 1936. Eastern office: R.K.O. Bid., 1270 Sixth
Ave., Room 906, New York City, phone CIRcle 74339, S. M.
Goldberg, representative. Chicago .office: 307 N. Michigan Ave.,
phone CENtral 0937-8, Bassler & Weed Co., representatives.
Subscription rates: $2 per year in the United States and American
Colonies; $3 in Canada and foreign countries; single copies, 20 cents.
Michigan
m m i i i m n m n »TiT¥TiT¥TiTi
We appreciate your mentioning you saw this in FIXE FURNITURE
for
MARCH,
1937
i1
IIOPPORTUDITY
\ \
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111)
1937 will be a big year for furniture merchants. The
great forward sweep of national recovery is gaining
momentum every day. And with it, the desire to replenish and refurnish homes with good furniture is
being translated into active, cash-on-the-line demand.
That's why the kind of furniture for which the Grand
Rapids Furniture Exposition is traditionally famous, is
getting the call today. Thousands of progressive dealers can substantiate that fact. Right now, a greatly
increased business in Grand Rapids exhibited furniture is being done on a nation-wide scale. And according to all reliable indications, this decided trend
is bound to continue with greater impetus during
1937.
At the January Market in Grand Rapids, dealers
found creative styling and quality construction that
definitely set the pace, that presented an unprecedented array of good promotional merchandise . . .
furniture that will run your volume sales to new profit
peaks during 1937.
Attendance at the November mid-season Market in
Grand Rapids showed a 100% increase over the corresponding market for 1935. The January Market
followed the pace set in the fall market and showed a
20% increase over 1936.
GRflltD RflPIDS FURI1ITURE
Exposmon association
iton
BARCLAY
Dright btars 01 the bhows
The various furniture shows gave a splendid "performance" by way of
forecasting the increased opportunities of the new selling season. As usual,
a number of products stood forth as "star performers." Among these were
the smart new fabrics in the 1937 Ca-Vel* line by Collins & Aikman Corporation. Shown here are a few of the items most vigorously "applauded"
—with orders! Set your stage for a fast-selling season with a representative
line of furniture covered with the new Ca-Vel fabrics — the "bright stars"
of all the furniture shows.
COLLINS
I
Sc AIKMAN
200 Madison Avenue, New York, N. Y.
CORPORATION
Merchandise Mart, Chicago, 111.
Weavers of Ca=VeI Fabrics
All Mohair Fabrics Guaranteed Against Moth Damage for 5 Years!
*Reg. U. S. Pat Off
for
MARCH.
1937
THE
In Defense of Ads
Last month on your ''Boiling Wake"
page, P. L. T., Omaha, took exception to
my using actual advertisements to show
that all classes of dealers, from the borax
store to the most exclusive studio type,
were using GROUP SELLING to make
their cash register ring more often.
The article started with the words, ''You
have met the furniture man who condemns
every other merchant who does not believe
just as he does; but you know there arc
excellent merchants to be found in each
class of store . . . men who make money
. . . men who are a credit to their community."
No claim is made that these advertisements pictured are perfect. Too many of
my own creep in, for that. They are used
to illustrate ideas. Ideas that can be used
by alert merchants in any class of store
in any city. Unfortunately for those of us
who favor fine furniture, the merchant
selling "borax" furniture is too often the
quickest to adopt and use the best promotional ideas.
R. S.. Oklahoma City. Okla.
Art for Art's Sake
The Paris sketch in connection with
Chet Shafer's page was a "'loozy". The less
Art has to do with reading-matter the
better the effect!
G. B. D., Battle Creek. Mich.
Profitable Praise
I wish to acknowledge the receipt of the
magazine FINE FURNITURE. That was a very
splendid write-up you gave me and I
thank you for your consideration. I also
extend to your association my sincere thanks
for their good will, and my only hope is that
I shall live up to all of the many congratulations and best wishes I have received.
If I am not imposing upon good nature,
I wish you would send a copy of your
periodical to the New York Office and
also one to my apartment in New York
City.
T. A. D., Grand Rapids, Mich.
We Thank You
I wish to take this opportunity to thank
you for your kindness in publishing the
editorial concerning me m the February
issue of FINE FURNITURE. If the statements
are deserved one-half as much as they arc
appreciated, I should certainly be very
happy. However, without your help and
that of many others in the Salesmen's Club,
our progress during the past three years
would have been negligible. I cannot stress
sufficiently my appreciation of all that you
did to help the cause, especially since you
were not actually connected with the selling of furniture and, therefore, your interest was entirely an unselfish one. Thank
you again and with every good wish—
C. R. S.. Jr.'. Holland. Mich.
A "Yelp" for Spctngler
The occasion of this "outburst" is an
appreciative "yelp" for the excellency of the
February issue of FIXE FURNITURE, with
particular emphasis on the timeliness,
practicality and illumination shared by
Ralph Spangler, sales promotion and advertising director of TIarbour-Longmirc, start-
BOILING
WAKE
ing on page 15 of this issue. You are doing
good work, boys. Probably one of the most
conclusive evidences is that you inspire the
cooperation of executives of the initative.
calibre and accomplishment of Ralph Spangler.
E. G. W., Grand Rapids, Mich.
A Call for Conklin
I am very much interested in an article
in your February number on page 30,
describing the Conkin Refuse Feeding System. I would appreciate it very much if you
could advise me where I can get detailed
information regarding this system.
A. H. C , Randolph, Vermont
What'sa Matter With Barnes?
When Barnes' Furniture Frolics page does
more to spice up your magazine than Chet
Shafer himself—why do you leave him out
in the February issue? Do away with
Shafer and have two pages of Barnes. I say!
P. M. C, Detroit, Mich.
Noticed in the February issue that you've
left out Barnes' page. I had hoped that this
would be a permanent feature. It gives
a personal touch to your magazine that
makes it different from other trade papers.
Why not continue it?
R. G. J., Kalamazoo, Mich.
I had always hoped, b'gosh, to pick up
some future issue of FINE FURNITURE and
find that I had rated Ray Barnes' Furniture
Frolics page. Always turn to that page
first, just in case . . . There must have
been some mistake in the February issue
— as you didn't run his "stuff". Am sure
that it must have been oversight on your
part (with all due respect to the staff) as
you must know that his page pulls—and
that seems to be your aim. Let's see some
more of his "Frolicking"!
S. K., Grand Rapids, Mich.
Tinkle. Tinkle In the Till
Noticed in the February edition of your
very fine magazine that you have begun a
new feature devoted to Associations and
their activities. This is good stuff — and
very informative. Thanks for making it
easy to find and 1 hope that space permits
your running this news separately every
month. By the way, here's my $2 for a
year's subscription of one of the best furniture publications I have ever seen!
M. C. M.. Detroit, Mich.
1>
Victorian Monstrosities
Why all the fuss and turmoil over Victorian? It seems as if a good share of all
your recent issues have been devoted to this
era. Most of us thanked the high heavens
to get out of those old horse-hair sofa days
when homes had to be grim, chilly and
musty to be in style. This revival of Victorian, promoted by a few decorators, designers and publishers, who, no doubt, have
gone "stale" — and arc seeking something
"new and different" to spring on the public
— give me a pain. That is an era that we
are well rid of — and I'm willing to bet that
with ail the space you're stuffing with "the
grace, beauty and dignity of a style of
former generations.'' etc., won't make any
of us forget how stiff and uncomfortable
those Victorian monstrosities were!
C. S. C , Topeka. Kan.
Sugar and Spice
What has happened to your Furniture
Frolics page — and the Metropolitan collection of museum pieces which you ran a
while back? The former went a long way
toward "spicing" up your publication and
making it different from other trade magazines. The latter, in my estimation, was one
of your best features. Why slump on these
two just as you were off to such a splendid
start?
J. R. M., Houston, Tex.
A
FF Informative
As a constant reader of your valued
magazine, 1 am taking the liberty of asking
you respectfully to kindly tell me where
I could get catalogues and price lists on
Furniture Repairing Outfits and Kits; also,
on all such materials that are needed for
refinishing and patching all kinds of furniture and radio cabinets, refrigerators; for
repairing porcelain surfaces.
J. G., Chicago, 111.
0
What —No Meat?
It seems to me that Phyllis Field Cooper
should spend a little more time writing to
the retailer as long as she has chosen a
trade paper "as her market. Her articles so
far are grand stuff for the consumer — but
since when has FINE FURNITURE sold on the
news stand? Her last article on room backgrounds may be instructive and interesting
reading for Mrs. Modern Homemakcr—-but
it sure doesn't have much meat for us
manufacturers. Why not have more articles
of the Ralph Spangler type which are more
constructive and really give us ideas.'
P. M. 'I.. New York City.
—o—
Cozy — If Fantastic
In my opinion, the best and most interesting feature of your magazine is the Sketch
Book. This is really a good idea — with a
punch in it! Only one so far that I object
to — and that was the group of "streamlined" furniture by an outstanding designer
which you ran in the January issue. Why
does one want to suggest speed in a chair?
Presumably the home is a place of rest —
the chair a thing to sit on in comfort. Your
suggestion of using the hassock illustrated
as being suitable for studio parties is certainly cozy — if fantastic. The party would
certainly be going good by the time eight
persons seated themselves on one hassock
"four back to back on the top and four on
the extensions at the base." Presumably the
four at the top would rest their feet on the
heads of the four at the bottom. Oh, well, in
these days, I guess anything goes.
B'. P., Detroit, Mich.
Hats Off!
Was certainly interested in seeing the list
of New Stores you ran in February FF. It
seemed just like old times — the list was so
lengthy. That is the best indication I've
had so far that we're really coming out of
the depression and getting a taste of prosperity. You certainly have to take your hat
off to Everett Westervelt. Peoples Furniture Co., San Bernardino. Cal. That 500%
increase in sales sounded pretty good to me
— and no one realizes better than I how
much cold-blooded nerve it takes during
these times to invest a lot of money in advertising and modernizing a store in the
hopes that the gamble will be well repaid.
S. J. R., Kalamazoo, Mich.
FINE
FURNITURE
SOLID COMFORT
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Customers in demanding
smartness of style, combined
with faultless construction of
durable materials, are secure
in their choice of Charlotte
solids. That dealers everywhere are supplying the customer demand for solid woods
is shown by the constant reorders for Charlotte suites.
Sturdy, styled to sell, Charlotte groups assure a lifetime
of service, comfort and enjoyment.
Bedroom group, No. 218, is made in
mahogany and cherry and retails at
$216, four pieces.
DISPLAYED IN
AMERICAN FURNITURE MART
CHARLOTTE FURNITURE CO.
Charlotte
We appreciate your mentioning you saw this in FINE FURNITURE
Michigan
for
MARCH,
1937
" YOU'LL FIND IT IN—
THE WATERS-KLINGMAN BUILDING"
THE CREAM
of the
FURNITURE CROP
At the Buyers' Headquarters
where 50%—j— of the Grand
Rapids Exhibits are shown
The home of the most complete assortment of
decorative homefurnishing merchandise, the
WATERS-KLINGMAN BUILDING with its
flexible space arrangements and personalized
service, is Grand Rapids' most popular
exhibition building.
EXHIBITORS
ALLEN CHAIR CO.
AMERICAN AUTO-FELT CORP.
ARCADIA FURNITURE CO.
BARTON FURNITURE CO.
J. BART UPHOLSTERY CO.
BECHTOLD BROS. UPH. CO.
BOBB FURNITURE CO.
BROWER FURNITURE CO.
BROWN BROTHERS CO.
COCHRAN CHAIR CO.
CONANT-BALL COMPANY
CUYAHOGA FURNITURE &
LAMP CO.
DA VIES FURNITURE CO.
DOEZEMA FURNITURE CO.
DUTCH WOODCRAFT SHOPS
EAGLE-OTTAWA LEATHER CO.
ESTEY MFG. CO.
FALCON MFG. CO.
FICKS REED CO.
FINE ARTS FURNITURE CO.
GRAND LEDGE CHAIR CO.
G. R. BEDDING CO.
G. R. FANCY FURNITURE CO.
GRAND RAPIDS LOUNGE CO.
GUNN FURNITURE CO.
HART MIRROR PLATE CO.
HERMAN FURNITURE CO.
HERRMANN LAMPS, INC.
HOLLAND FURNITURE CO.
ICOVE MFG. CO.
JAMESTOWN LOUNGE CO.
KOZAK STUDIOS
KUCHINS FURN. MFG. CO.
LENTZ TABLE COMPANY
LOEBLEIN, INC.
McKIM & COCHRAN FURN. CO.
MANISTEE MFG. CO.
MENTZER REED COMPANY
MURRAY FURNITURE CO.
F. A. NICHOLS CO.
O'HEARN MFG. CO.
A. S. PAYNE, INC.
PIAGET-DONNELLY CO.
RAND-McNALLY & CO.
RED LION FURNITURE CO.
RED LION TABLE CO.
ROCKFORD CHAIR & FURN. CO.
SHAW MFG. CO.
SKANDIA FURNITURE CO.
CHARLES R. SLIGH COMPANY
STICKLEY BROS. CORP.
THANHARDTBURGER CORP.
U. S. FURN. SHOPS, INC.
WARSAW FURN. MFG. CO.
WEST MICHIGAN FURN. CO.
W. F. WHITNEY CO.
WILLIAMS-KIMP FURN. CO.
WOLVERINE UPHOLSTERY CO.
WOODARD FURNITURE CO.
We appreciate your mentioning yoit saw this in FINE FURNITURE
FINE FURNITURE
PAR EXCELLENCE!
Grand Rapids Wood Finishing Company
QUALITY exemplified
Glazing Colors
and Wiping Oil Stains
Through research and execution of fine reproduction
finishes—these antiquing necessities have been brought
to the highest standard of excellence.
Easy working qualities, freedom from settling, correct drying properties, silky texture and fastness to light, make them welcome requisites in the production of better
furniture finishing. Sample gladly furnished upon request.
GRAND RAPIDS WOOD FINISHING CO.
"Everything for Finishing Wood"
Grand Rapids, Michigan
ASSURED
CONSTRUCTION
The Chippendale Kidney Sofa illustrated is indicative of our aim to
supply authentic design, beauty and comfort combined with the
finest of materials and workmanship. Down cushioned, this sofa is
hand-carved and has a channelled back, assuring the construction
satisfaction for which Grand Rapids Lounge p i e c e s are noted.
GRAND RAPIDS LOUNGE CO.
GRAND RAPIDS
Complete Showing at the Grand Rapids Furniture Market
We appreciate your mentioning you saw this in FIXE FURXITUKE
MICHIGAN
for
MARCH, 1937
PAGE NINE
Though other pages bare the minds
Of many men, the credit or
The blame I'll bear for what one finds
On this, Page Nine.—The Editor.
ANENT SPRING MARKET
Indicative of encouragement toward the two markets a
year plan, was the decision of the Grand Rapids Furniture
Exposition Association to lengthen the Spring market period.
Previously a six day session, the coming exhibition period
opening April 28, will run for ten days, closing May 8. Such
action presages the placing of increasing importance upon
the Spring and Fall shows as buying periods over the Summer
and Winter markets. This is further evidenced by the action
of the Grand Rapids Market Directors in shortening the
Summer show from three to two weeks.
According to market officials the May 1936 Grand Rapids
market showed an increase of 400% over the average May
attendance of the previous four years. Despite the confusion
and contradiction resulting from market polls, surveys and
endorsements, the volume of business placed is the final test;
and it is generally conceded that more orders were written
during the last November market than during the longer
January show. Present indications, despite strikes, hell and
high water, are that the coming Spring market will see a tidy
volume of business being placed, and especially if merchants
want prompt shipments for fall. Because even August sales
are no longer held in August but commence in July, therefore
necessitating earlier placement of orders. Hence the longer
and more important Spring market.
ff
SHOWS TO SHOW
In completing plans for the promotion of homefurnishing
shows to be staged in over 30 American cities during 1937,
the National Retail Furniture Assn. is taking a page from the
automotive industry. Sponsored by a local newspaper and
supported by the sale of space to homefurnishing retailers,
the plan should go far in creating public interest for furniture and homefurnishings. A recent show in Louisville, Ky.,
attracted over 48,000 persons and the miniature model village of this Louisville exhibit reproduced in the American
Furniture Mart during the winter show, was an outstanding
point of interest.
Coupled with the building boom and the multitude of
improvements adaptable to modern homes it is natural that
homefurnishing shows would dovetail with this movement. The
popularity of the Home Builders and Food Exposition shows
being staged throughout the country is evidence of the
interest in things connected with the home. In one city of
160,000 people, over 38,000 persons visited the one-week
show, paying $.25 a head. On the strength of such performances we are firmly convinced that a furniture and homefurnishing show exhibiting new style trends in furniture, the
new and beautiful in draperies and curtains, intelligent application of interior decoration principles, the correct use of
color, as well as methods and styles in covering floors, would
be a tremendous stimulant for increased volume and building
of good will.
ff
AD SKEPTICS
Merchants recognized as successful advertisers apply
definite principles in gaining public confidence. The average
reader of advertising is a skeptic, therefore it is vital that
your advertising story be shot straight from the shoulder,
truthfully, and supported with honest merchandising methods.
More persons are kept away from stores through exaggerated
advertising claims than are brought in by similar methods.
Successful advertising men know that the first purpose of
advertising is to create demand. An advertisement that is
merely informative is missing fire.
Says Joe Lynch, nationally known merchandising counsel:
"The average life of the morning newspaper is 29 minutes
and the afternoon journal consumes 45 minutes of the average reader's time . . . Unless merchandise is purchased the
day after it is advertised, time, money and newspaper space
are wasted." On the strength of Lynch's statement, it is
obvious that every factor connected with the increasing of
the store's business must be timed to the daily advertising
program — this means an intelligent sales force acquainted
with the day's program, coordinated window and floor displays and an honest merchandising policy.
Public confidence is a powerful asset to any business and a
store with a superior clientele would make a serious error in
attempting to promote a $59.50 living room suite, while a
merchant catering to a cheap clientele would be equally
wrong in attempting to merchandise a $650 suite. One store
cannot sell everyone but the advertising appeal to the
cheaper clientele can have just as much interest and inspire
as much confidence as that of a merchant catering to a more
elite trade. After all, the purpose of advertising is to create
desire, sell goods, and make profits for the merchant. Good
advertising is an insurance for future profits.
ff
STORAGE
MOVING
Packing
Shipping
Phone 9-3293
BLODGETT PACKING & STORAGE CO.
Lloyd room above shows attractive arrangement oi summer furnishings. Portable sailboat bar is made by Ficks-Reed, Cincinnati,
shown in W a t e r s - K l i n g m a n Blag., as is the Beach Basket,
No. 7090SUW.
GLIDING
IN SWINGTIME
E
VIDENTLY AMERICA is looking for comfort out of
doors this summer, if the profusion of streamlined gliders, spring suspension chairs, steamer chairs, the variety
of garden umbrellas, at the January market was any indication of what is to come. Everything is on wheels; portability being evidenced in low-slung reclining chairs resting
on rear wheels, tea carts that resemble everything from
sailboats to covered wagons; sun chaises that slip into
position to provide full length sleeping quarters; umbrellas
with flat Egyptian tops, square pagoda tops, flat bell tops,
scalloped tops, many even equipped with lighting facilities.
Colors run rampant; high style colors in gliders and enameled furniture — used either on frames or on the fabrics, include gray, yellow, coral, burgundy and maroon; all "outof-door" colors. In rattan suites, natural finishes definitely
take the lead and the "white-with" still is popular combined
with bright reds, cobalt blues, and dark greens. Deep brown
is the newest contribution to summer furniture that is
high-styled.
In fabrics, plaids, diagonals and stripes as well as large
ior
MARCH.
1937
11
stylized florals, penguins, yacht scenes, are
predominate, with nautical motifs still holdingsway. Pyroxylin fabrics, of heavier weights than
previously used, as well as waterproof ducks
and treated chintzes are the popular coverings.
Streamlining is greatly in evidence in all
types of summer merchandise but perhaps in
no product is this so manifest as in gliders.
Great attention is concentrated on end panels
which slope back slightly, the arms skillfully
shaped and occasionally horizontal metal strips
or louvers aid in creating the illusion of a
form molded for swift movement. Kidneyshaped gliders — love seat gliders — canopied
gliders — gliders with bolsters •— gliders with
wire screen panels — are but a few of the treatments that lend new interest to the field.
Above, new model glider is made by the Kittle
Mig. Co.. Los Angeles, and is shown at the Los
Angeles Furniture Mart. Below, water-proof tete-atete lounge in bright colors is made by E. D. Taylor,
Pasadena, Cal., and is displayed at the Los Angeles
Furniture Mart. At the right, from top to bottom, the
semi-circular settee. No. 7020SU, and the beach
chair are manufactured by Ficks-Reed as is the
umbrella stand. No. 7022SUX.
•i.
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FINE
FURNITURE
ALES PROMOTION
and ADVERTISING
by RALPH SPANGLER
Following the first of the series — GROUP SELLING, in January — the sales promotion and advertising manager at Harbour-Longmire's, (Oklahoma City) started
a discussion last month, which he continues here, on —
Promotion Fashion and Fine Furniture
AN Eskimo and a native of the tropics might differ
i i o n what cold is. Two merchants may differ in
their ideas of what fine furniture is . . . or of what
constitutes fashion. But no store — big or small — can
afford to ignore fashion. All stores like to sell their
highest-price merchandise. So we continue with a discussion of this topic.
Already we have mentioned rotogravure, good store
magazines . . . and the use of dramatized store shows
to bring in the right prospects to see your "fine furnitire." For to sell fine furniture you must first show it
to those who can buy!
Traffic Getters • The idea of model homes, inside or
outside of your store . . . is not new. But model homes
can always be done, or re-done, in a manner that makes
a new story. The possibilities of attracting the right
people by your displays, is limited only by your own
powers of imagination.
For instance — Kresge's "HOME IN THE SKY."
A pre-fabricated, air-conditioned modern house of steel
. . . built on the roof of their Newark, New Jersey,
department store. As proof of the completeness of detail . . . transporting thousands of loads of top soil —
mm .
^ w
/
MA3SKALL
, FIELD & COMPANY
_
nukes
AMERICAS GREATEST
to surround the house with a garden! No interest in
model homes? Mr. Denburg, their merchandise manager, wrote me in January that approximately 100,000
people had visited the house!
Remember . . . to sell fashion, and your better furniture, you must arrange for the right people to see it.
That is a fundamental.
Williamsburg Restoration • This will be the subject
of many a skillful promotion, during the months to
come. Just before their river went wild, Stewarts
(Louisville) made Williamsburg the theme of a model
home — outside their store. Watch alert stores all over
the country take advantage of the flood of publicity
being poured into the pages of consumer magazines on
this subject. April and A'lay will be timely months for
this purpose.
Making Store Bungalows Sell • Wanamaker's publicity must have been inspired with new ideals when they
'"•"'li
dropped off the "Sale Standard" last fall. If we were
selecting the store doing the Number 1 job of publicizing homefurnishings . . . they would certainly be in
the race. Read their ads. They are full of what it takes
to get you into their store . . . of what it takes to get
you into the buying mood.
Notice how they dramatize this BUDGET SERVICE story with a "real Two-Story home . . . practically lifted bodily from Springfield . . . and set down
on their Sixth Floor." Furniture for all five rooms under
$600! You may not approve of that low a budget. But
those prices will attract the great middle classes. And
Wanamaker's let the cat out of the bag with — "See
the 47 other budget groups arranged around the Grand
Court on our 6th floor. That is where you'll find the
better things."
Dramatizing Sales • The old February Sale appears
in a new costume calculated to bring in more of those
who can and will buy. The ads have a background of
FINE
'hippendale-
FURNITURE
fashion . . . often centered in model rooms and up-tothe-minute shops.
In Philadelphia, Strawbridge and Clothier — with
their 2-3/10th acres, their 18th Century Shop, Colonial
Hall, Modern Way, Town House 1937, Maple Court.
And Lit Brothers with "100 Rooms Designed for
Modern Living."
In Chicago, Marshall Field's Pilgrim Shop . . . furnished with very fine cherry and maple, becomes a part
of their sale. Notice how they introduce lower prices
with the open stock group at the bottom of the page.
Don't you feel an added sense of value on the modern
furniture featured in their page — "CUSTOMERS
PREFER BLONDE": W o u l d y o u q u e s t i o n its
fashion-rightness ?
In New York — Macy's go a step farther, effectively
establishing themselves as the fashion "Centre." You
have often said that price without quality means nothing. Now add the lines — price without fashion means
nothing. \ ou who have tried to move some off-color
merchandise in your February Sale, may be in better
position to realize the truth of this last statement.
Chippendale • A period much in the limelight on
the pages of consumer magazines, is featured by Wanamaker's and Stern Brothers, in New York . . . in
lower price brackets. Barnett's, New Orleans — make
good use of small space with a similar story.
In Oklahoma City, Harbour-Longmire's take advantage of recent stories on Victorian furniture, in House
and Garden, and American Home, and were well
pleased with the results.
But • You who are in smaller stores say that you cannot build pre-fabricated houses on your roof.
No store is too small to be benefitted by a vision of
what their customers would like. That vision will be
very different in the small mid-western town and New
*\ ork City. But the smallest store can find some way
of dramatizing their selling story.
Let me leave this thought. The day is rapidly passing when the only consideration is how many pieces . . .
and what price. Time marches on . . . and the old
generation of buyers is being rapidly replaced with a
new one . . . schooled overnight with radio . . . movies . . . magazines, so that there is always real danger
that your customers know more about furniture than
the people who are trying to sell them. Study this
fashion problem.
ior
MARCH,
15
1937
John VAN
STORCA1GR. KLING/MAN FUR.N. CO.,
GRAND RAPIDS. OJU5ANIST, PtAHlST,
WORLPWARVEJ 4NP TRAVELER..
HIS FAVORITE SOHG-AU I SWEET
AtySTEltyOP LIFE/ 7 PLANS TO
A
"
S
I
/
Jerry O'CONNER
SALtS MANAGED
\NE5T M I C H I G A N
FURJM. CO., HOLLAND,
A1/CH- AN ENGINEER
THE GA5 BUSINESS
INTO THE FURJi INDUSTRY
A 0O/HP4RAT/VE
AND POPULAR
IN THE
Charles KlHDEL.sfL.
PR.ES, K/NDEL FURN\ CO., GRAND R.APIPS.
HO&5YIST E / T M O R P I N A R / / VIOLIN VIRTUOSO,
PAINTS P/CTURES/ PRAWS SILHOUETTES,
HIS CHRISTMAS CAR-PS/ &NJCYS GOLF A N P
FISHIN6 - A L L THIS/ONLY A PART O F
ENTHUSIASTIC REPEKTOIRE
James J .
M6R..
KEELER.
A NAT/VE SON ANP
OF
RAPIPS. FISHERMAN
AND GOLFER.. PREFERS
JAMES FENIMOK^ COOP^.
fDR. HIS
AMP e>AH
SOUTHERN S T / L E , FOR
• • : T U M M V , - AMD—
:i| i SHAKiE
CUA.VC /-M»i
ON
THAT Q N E
FINE
16
FUHNITURE
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ior
MARCH,
1937
17
THE SKETCH
Beer...
VICTORIAN NOT ALL REPELLENT BUT SHOWS A
SPIRIT OF SIMPLE AND HONEST CRAFTSMANSHIP
/^OUTSTANDING among the contributions of the
*—J Victorian epoch, glorified by its plush parlors,
four-bustled women, whatnots, hooked rugs, hair
wreaths, Currier and Ives prints, waxed flowers and
crystal chandeliers, are the gracefully curved chairs and
sofas with their fruit or flower carving and inviting
informality. That everything Victorian is not repellent
has been proven by the recent wide acceptance of
reproductions from this former era — for many of the
contributions from Victorian have what the furniture
of earlier centuries enjoys — a spirit of craftsmanship,
simple and honest.
Many persons have the mistaken idea that this was
the era that immediately followed the War, but authorities have it that the Victorian period is representative
of the first artistic concepts of American life in 1850,
which vividly portrayed those years of toil, effort and
enterprise. Built for efficiency, the furniture of this
period has become increasingly adaptable to the present search for utility as combined with charm. As in
every outstanding era, there are many pieces which
are grotesque in their austerity; crude and funereal in
their ornate ornamentation, but certain products have
emerged which in a remarkably short time have become
universally admired and accepted.
Vastly superior to much of the poorly designed,
machine-made furniture of today, Victorian furniture
excels in one thing in particular — wood. Never does
one encounter more beautiful maple nor crotch mahogany more carefully or intelligently applied than was
employed in the Victorian originals.
In design, Victorian furniture falls into three classes,
the first distinguished by plain mouldings and crotch
veneer; the second, showing flowers in high-relief carving, and the third, which is less popular, bearing
ornate fruit carvings. The groups from the first class
are undoubtedly the most popular — and they are the
type from which today's reproductions are being made
for use in the modern home.
Time has played its part in attaching more sentiment
to this style than any other originating in America;
time, and an increasing number of designers who have
been reviving all that is best in the Victorian era. Typical of the interesting examples of this revival are the
suavely elegant and subtly-lined Victorian pieces styled
by designer Fred Hill, our Sketch Book artist of the
month. His interpretations are modified somewhat for
use and adaptation to the modern home. In a word,
they are Modern Victorian, restrained in the use of the
former frills and furbelows, yet not losing any of the
distinctive dignity for which the former era has become
outstandingly notable.
A^^^w-V ••
piper
FRED E. HILL, JR.
. . . Vitalizes Victorian
|
AVING a dad who was a
H
furniture manufacturer and
designer of his own line, it was
quite natural that Fred E. Hill,
Jr., should become inoculated
with the furniture bug. His early
association with the furniture industry came through selling the
Hastings Table Co. line in the
showrooms during school vacation. Freddie then reversed the
usual procedure by deserting
sales and going through a complete factory training in the Widdicomb Furniture Co. Following a period of apprenticeship in
George Pike's studio, he then
launched into the free lance designing field. Successfully operating his own studio for the past
several years, he has been instrumental in helping develop
some of the most successful commercial lines in the market.
As a collector of antique furniture and curios Fred was well
fortified with Victorian dogma
when the current trend appeared
on the decorative horizon. He
has one of the most complete
files on that period. Despite his
success as a "Victorian," young
Fred proves his versatility by
being equally facile with period
and contemporary styles.
A graduate of the University
of Michigan, pipe-smoking Hill
— he has a collection of over 30
in his office — was active in undergraduate activities having
edited the Gargoyle in addition
to supplying cartoons and caricatures for his paper. In addition
he was active in dramatics as a
designer of scenery and a master
of make-up.
Exposing further evidence of
his versatility, Hill names as his
favorite authors, 0. Henry, Kipling, Service, Hemingway and his
leading composer, Beethoven,
with Charles Evans Hughes as
his favorite public personage
and a school of guppies for his
pets.
18
FINE
\
If
FURNITURE
1. This d o u b l e decker bed is art
authentic copy of
a Norwegian bed.
seen at the Janua r y International
H o m ef u r n i s h ings Show in the
Merchandise Mart,
Chicago.
2. The a t t r a c t i v e
dining room group
is made by the
Kittinger Co.. Buffalo. N. Y., and is
exhibited in, t h e
Keeler Bldg.,
Grand Rapids.
3. This handsome
dresser from the
Robert W. Irwin
Co., Grand Rapids, is displayed
in t h e i r factory
showrooms.
4. The m o d e r n
vanity a n d b e d
are made in Paldao Crotch by the
Joerns Bros. Furniture Co., Stevens
Point, Wis., and are
part of a bedroom
g r o u p of f o u r
pieces, retailing at
$316. Exhibited at
the American Furniture Mart, Chicago.
5. West Michigan
Furniture Co., Holland, Mich., manufacture the bedroom group. No.
896, which retails
at $340 complete,
and is shown in
the Waters-Klingman Bldg., Grand
Rapids.
6. No. 800 Swedish
Peasant group in
butternut veneers
and gum is manufactured by the
Estey Mfg. C o . ,
O w o s s o , Mich.;
s h o w n in t h e
Waters - Klingman
Bldg., Grand Rapids; retails for approximately $230
complete.
for
MARCH.
19
1937
COLOR...
PRINCIPLES AND PRACTICE IN HOMEFURNISHING
by
PHYLLIS FIELD COOPER
is one phase of interior
v_xdecoration that plays a major
role, psychologically as well as decoratively. If used properly it is capable of giving the greatest kind of
pleasure and satisfaction to one's
aesthetic sense. If used improperly
and without knowledge of color
principles, it can totally ruin what
otherwise might be a fine interior
— it can be most disturbing and
disquieting, in fact unbearable. Then
again, it can be so insipid (lacking
in color) as to be dull and uninteresting, producing a lethargic atmosphere.
Balanced Ration • Every home
should receive a properly balanced
ration of color — enough to make
its atmosphere pleasantly exhilarating but not exciting or unrestful.
To be able to do this successfully
requires at least some knowledge:
of color principles. Color schemes
should not be based purely upon
personal likes and dislikes or upon
the fashion of the moment — rather
they should have a very definite
and fundamental reason for existing or being planned.
A knowledge of the fundamental
principles of color will fortify any
homefurnishings salesman against
"consumer resistance". It gives a
salesman prestige in the eyes of his
customers and if he uses his color
knowledge correctly as well as diplomatically, it will prove a sales
stimulus.
Think of the hundreds not to say
thousands of homemakers in towns
and cities throughout the country
who need sound, practical advice
— to be made more home-conscious
through personal contact with an
adviser. What a constant turnover in homefurnishings could be
realized if only more salesmen would
become practical "home planning
advisers" (in case the term "interior decorator" is disliked)!
"Home-Planning Advisers" • The
majority of women are eager to have
correctly decorated homes and will
be found susceptible to sound and
tactful advice on color. It will not
be long before one's customers will
be replacing the old blue and taupe
mohair "borax" suite with something more suitable — discarding
the bright yellow or rose "boudoirish" SATIN pillows adorning the
MOHAIR — supplanting the eyeimpairing rose or green shaded
reading lamps for styles that are
USABLE — also more artistic.
Be Color Conscious • In order to
become thoroughly "color conscious" one should try a little mixing
of color pigments with either water
colors or oils. A water color box
containing the three primary colors
RED, BLUE and YELLOW, also
BLACK and WHITE, a camel's
hair brush, a piece of water color
paper and a few samples of fabric
will answer for a first experiment
in color matching. This experimental method is an excellent way to
get interested in color and properly
acquainted with it. One should supplement these experiments with the
reading of books on the subject
and the constant observance of
interiors wherein color schemes have
been well-planned or otherwise.
Such study is of untold value to the
homefurnishing salesman.
The PRIMARY colors, red, blue,
and yellow are separate and distinct
colors in no way related to each
other (see Fig. 1.). In other words
they cannot be produced by the
admixture of any other two or more
colors. These three colors with the
aid of black and white are capable,
through mixing, of producing all
the known hues in their many
shades and tints.
•PHYLLIS -FIELD • COOPER.-1957
BLACK
WHITE
FI&. 2
SECONDARY
COLORS
sr,d SECONDARY COLORS "'gtay
The three primary colors with the aid oi black and white, in dyes and pigments,
produce the countless numbers of hues found in fabrics, wallpapers and rugs.
Primary Principles • It must also
be borne in mind that the principles that govern the mixing of
pigments are not the same as those
that govern the control of color in
light. For instance, in pigments,
white is the absence of color, while
in light it is composed of all colors.
In like manner, black in pigments
contains equal parts of the three
primary colors, while in light it
FINE
20
represents the absence of color, as
night.
The SECONDARY colors of the
s p e c t r u m "wheel" are: orange,
green and violet. ORANGE is produced by combining equal parts of
blue and yellow. GREEN is produced by mixing equal parts of
yellow and blue, while VIOLET is
produced by mixing equal parts of
red and blue (see Fig. 2). In other
words, combining any two of the
"unrelated" primary colors produces a "related" secondary color
— an analogous color of which we
will speak later.
All charts showing the twelve
spectrum colors include a center
disc in gray. This particular hue of
gray is absolutely NEUTRAL and
can be produced by the mixture of
equal parts of any two COMPLEMENTARY colors — yellow with
violet or violet with yellow; green
with red or red with green; orange
with blue or blue with orange. Since
every color chart is standardized,
COMPLEMENTARY colors are
"fixed" and are always to be found
opposite each other on the spectrum
chart or "wheel" (see Fig. 3).
Color "Complements" • When one
color is placed in close proximity to
its complement, as for instance red
with green — blue with orange —
yellow with violet, each will enhance
or intensify the other color. A green
will appear much more intense and
brilliant beside its complement
(red) than if placed beside a noncomplementing color such as yellow,
gray, brown or blue. It will, however, react to some extent on the
associated non-complementing color,
having a slight tendency to suggest
a bit of the complement in the associated color. This is just one of
many interesting experiments which
will prove helpful in planning color
schemes and combining upholstered
furniture correctlv.
Mrs. Cooper will continue on
Color Principles in March FINE
FURNITURE.—EDITOR.
FORMULA FOR SUCCESS
(The Lady on the Cover)
T
AKE one iron will to achieve,
mix thoroughly with an equal
amount of perseverance; one actively alert mind with equal parts of
enthusiasm and interest; season
well with graciousness and understanding; temper the mixture in the
furnace of furniture industry, and
you have a composite picture of
one w o m a n who overcame man
prejudice, rose to the heights.
"I do not believe in retiring." In
one phrase, one of the most tireless
and enthusiastic captains of the furn i t u r e w o r l d , summed up her
formula for success. No sit-down
striker was Mrs. G. A. Hendricks
when March 26, 1936, her husband,
civic leader, outstanding contributor to Grand Rapids' furniture expositions, died. Always his personal
confidante, H e n d r i c k s discussed
with his wife in detail his problems
and plans to promote the furniture
industry in Grand Rapids. Consequently, Gertrude Hendricks was
well equipped to harness the horses
of her husband's career; took over
the rems with a firm and competent hand. Today as president of
the Fine Arts Corporation, operating the Fine Arts and Pantlind Exhibition Buildings, Mrs. Hendiicks
has paved her way through the
prejudiced predictions of those who
hold warped notions that women
are unendowed with business sense.
Disrupting the supposition that
there are but 24 hours in a day,
Gertrude Hendricks has found time
to raise two children competently,
organizing the Grand Rapids Women's City Club, serving subsequently in all its official capacities on the
side. As Midas' touch turned all
to gold, so Mrs. Hendrick's capable
hands turn nonentities into prominent civic and national functions.
Vice-chairman of the auxiliary department of the Red Cross during
the war, at home she worked at the
organization of the Grand Rapids
Women's Golf Assn., extending it
the following year to include all
Western Michigan female golfers
into the West Michigan Golf Assn.
A firm believer in personal liberty,
Mrs. Hendricks became Western
Michigan Chairman of the Women's
Organization for National Prohibition Repeal—-this in spite of the fact
that she is a dry by choice. When
the d e p r e s s i o n had most of the
world t e m p o r a r i l y stymied, she
threw herself into welfare relief
work in Grand Rapids at the request of city officials. Ardent admirer of the R e p u b l i c a n Party,
Mrs. Hendricks, from 1932 to the
present, has been chairman of the
FURNITURE
Ways and Means Committee of the
Republican Women's Federation of
Michigan, which, under her competent direction, exceeded all expectations of Federation national officers
during the recent campaign.
As a pet lover, she finds ample
time for her dogs, horses, birds;
plays the piano for relaxation. With
gardening as a hobby, Mrs. Hendricks was not content merely to
putter; became vice-president of
the Kent Garden Club; was instrumental in organizing m a n y such
clubs throughout the state. Now a
fishing enthusiast, probably no one
will express surprise if she turns
this hobby, too, into an avocation,
bettering, p r o m o t i n g o r g a n i z e d
Fishing A s s o c i a t i o n s about the
country.
Checkup Belore Delivery
""PIME spent in the checkup of
1 every electric washer before it
leaves the store for a demonstration
is excellent insurance in the opinion
of Herbert Lundy of the Lundy
Electric Co., Wilkes-Barre, Pa.
Lundy should know what he is
talking about for he recently sold a
three-carload shipment of washers
within two months. The shipment
was the largest ever sent to a dealer
in the Wilkes-Barre district.
"We are careful in our checkup
of each washer before it leaves the
store for a demonstration," he says.
"Improper lubrication, a squeak at
some point, is enough to change the
decision of a customer. Each washer
is thoroughly tested so that all parts
operate freely, with a minimum of
noise."
A 10-day demonstration offer was
an important factor in the promotion for the three-car shipment. A
deposit was r e q u i r e d on every
washer placed for demonstration.
If the prospect purchased, the deposit became the down payment
and arrangements for further payments were made to suit the customer's paying ability.
"We checked up on every application for demonstration," states
Lundy. "If the customer was reported as a good credit risk a nominal deposit of $5 was asked. If the
information was rather vague or
not so favorable, we increased the
deposit requirement. If the prospect
decided not to keep the washer we
called for it and refunded the
money."
Salesmen were instructed in every
detail so that the home demonstration became routine in placing a
washer that already had been 90%
sold to the customer.
ior
MARCH.
21
1937
GRAND RAPIDS GUILDERS—QUALITY SELLERS
Left: John Scott, A. Lundberg, Frcnch-Bassett &
Scott. Duluth, Minn. Orders from the international b o u n d a r y lino.
Right: Jennie M. Page,
W. R. Weinman, Page
Furniture Co., Williamsport, Pa. Bigger and better business rooters.
WAV*-
Above: Karl Ebenhack,
Ebonhack Bros., Chillicotho, O. Their windows
stop the traific, sell the
goods.
Above: Herman E. Rcis, Re is
Furniture Co., South Bond,
Ind. Success on a side
strcot. Right: W. M. Romoy,
Romuy Furniture Co., Richmond, Ind. Splendidly typical of the second generation.
Miss G. Gottlieb. Ted Gottlieb, Porter Furniture Co.,
Racine, Wis. Their personalities reflect in their
progress.
Below: Ward B. Hendee,
Brown. Curlis & Brown,
Syracuse, II. Y. Success
story in two year's
achievement.
Above: A.1 Mason, A. C. Mason Co., Chippewa Falls,
Wis. Because he believes
in quality, he sells it.
I. Mittleman, S. Horvitz, Modern Furniture Co., Fall
River, Mass. Have mastered the challenge of the
"Cotton City" of New England.
22
FINE
FURNITURE
RETAILING TIPS
CEDAR-DUST TRAILS • DORMANCY CONTROL • TAILORED FLOORS
SOCIAL-CALL SALES • PICTURE PORTFOLIO
Cedar-Dust Trails Chests
/ ^ E D A R - D U S T trails in the win\ ' dow of the Strawn-Tucker
Furniture Co., Little Rock, Ark.,
have successfully promoted the
firm's cedar chest line. Based on
the theory that the public is apt to
forget that cedar chests actually
have cedar in them and that the
wood has certain insect-killing virtues, the Little Rock Store has
chosen this apt way to remind buyers of the fact.
The major window before the
store is filled with the chests to be
sold, suitably and well arranged. A
strip across the front, about 25x3
feet, is left clear, is blocked off by
cedar logs. Along the resulting
"path," cedar sawdust has been laid,
and although there are no signs to
indicate what it is, suggestion plays
it part. Window cards at the side of
the path advertise chests shown as
carrying "a free insurance policy
against moth damage"; show trucks
carting off dead insects.
Company officials report that the
window drew highly satisfactory
results in inquiries, sales; that the
promotion was particularly good for
reminding buyers that some of the
walnut chests are cedar lined.
Dormancy Control
/ C U S T O M E R S who have not
V / used their accounts for a period of ten years are represented by
addressograph plates arranged alphabetically in files at Grunbaum
Bros. Furniture Co., Seattle, Wash.
Twice a year, Dec. 1, June 1, these
inactives are solicited by direct
mail, often in "Special Credit Invitation" form which certifies that
the recipient is on the store's "preferred customer list, is to be accorded special consideration as to terms,
service, and all the advantages of
our institution." Customer names
are addressographed on the cards,
addresses are kept up to date by
use of post office form 3547, postage
for which is guaranteed.
Currently, 26,000 on the inactive
list, although many are not actually
inactive, but dormant. Records reveal t h a t after heavy buying
months, these so-called inactives top
new account openings by 22% to as
high as 60%; yearly reports show
that 70% of the volume of Grunbaum Bros, is derived from old customers, store friends kept on repeat
via the plan rooted in a conviction
that a customer should not be relegated to the inactive morgue because of two, three, even 10 years
of non-buying.
"See Your Own Window"
W
INDOWS built in the curtain
and drapery department of the
J. C. Penney Co., Denver, Colo.,
give an absolute and clear idea
how the curtains selected will look
m the same type of windows in the
customer's home. Two of the windows typify those in the average
front room, another is a replica of
the French door; there are small
casement windows, cottage and
bathroom sets, bay-windows. Attractive backdrops of wallpaper,
chairs, tables, lamps, add to the
display, and the curtains, instead of
being stacked on shelves or in
drawers, are hung on wire rods
which fit over the full-sized windows
for which they are appropriate.
Draperies not on display are hung
in racks which fold flat against a
side wall of the department.
The doubt, so often prevalent in
the customer's mind as to the suitability for her home of the curtains
she may select, is erased by the
"see your own window" method and
percentage of returns is lowered to
the minimum, making for steady
and sure sales.
Sales Solicited by
"Social Calls"
O OCIAL calls, by appointment,
O made in the evening upon old
customers of the Citizen's Furniture
Store, North Little Rock, Ark., have
resulted in a 50% increase in linoleum sales during the past year, according to A. J. Andrews, owneroperator. Such a system has been
found particularly adaptable to selling the felt base floor covering, Andrews finds. The salesman, carefully prepared for his call by a card
index "follow-up" system, is able to
act rather as a consultant, assisting
the family to complete its furnishing needs. Thus, he is able to see
the kitchen first-hand, or any other
room in the house, where he may be
able to suggest the laying of linoleum; directs his suggestions according to the informational card which
tells him whether or not the customer is likely to be in the market
for linoleum. These records are
made out at the time of any customer's last contact with the store;
follow-up is generally made within
30 days after the card is filed.
Another important item in the
firm's build-up of felt base rug sales
has been more frequent purchase of
stock by the store. Says Andrews,
"We have been buying our linoleums oftener, keeping less on hand
at a time. This way, we keep up
with the newer patterns more closely than in the past and turn them
more rapidly. Total stock on hand
has been reduced from 80 patterns
formerly carried to 30.
The "See Your Own Window" display in the curtain and drapery department
at J. C. Penney Co., Denver, Colo,, shows the customer the most suitable
selection for her own home.
for
MARCH.
Water Heater Market
T ARGE furniture and homefurJ_i nishing stores with facilities for
merchandising heavy-ticket items
are beginning to show active interest in electric water-heaters, especially in communities where public
utilities are willing to co-operate.
T h e water-heater m a r k e t has
opened up amazingly. Five years
ago f a v o r a b l e water-heater rates
were limited and fewer than a million families could afford them. Today favorable rates are available to
ten million families.
Sales of water-heaters are reflecting this development and are surpassing even the fondest hopes of
the electrical industry. As an example, during the first six months of
1936 Westinghouse reports its dealers have increased their sales over
70% above last year's figures.
Many homefurnishmg merchants
are investigating the profit possibilities of water-heaters, which have
"graduated" from the status of a
pioneer product along with electric
refrigerators.
—c—
Floor Problems for 80%
A
23
1937
T the "service bureau" main. tained by the Bon Marche for
homefurnishing problems 80% of
the queries deal with floor treatment, according to Miss Florence
Walsh who is in charge. Color questions constitute the bulk of this
80% majority, for customers are
a bit hesitant about departing from
the taupes, tans and grays without
getting advice. The new floorcoverings, especially the broadlooms, are so vibrant in color that
Mrs. Modern Homemaker wants
instruction before she buys.
Says Miss Walsh, "Women also
like to get advice on textures. They
realize that blending the textures in
a room is as important as working
for color harmony. How to blend
periods and types in a room constitutes another problem. For instance, a customer who is attracted
to a rug in modern design will
wonder if she may suitably combine
it with existing furnishings, not all
of them after the modern manner."
The bureau is strategically located
adjacent to a series of seven demonstration rooms. Supplementing
these rooms are files which are complete with texture and color samples, as well as sample lengths of
drapery materials and samples of
floor coverings. T h e r e are also
directories of architects, contractors,
carpenters, floor finishers, for it is
important, merchandisingly speak-
ing, that the bureau contact often
takes place during the time of renovating or building, and floors are
put in with the precise idea of finishing them with the new decoration-colored rugs and linoleums.
\
^
V
A heavy-duty type of water-healer
adaptable for use chiefly in the
basement of the home, is one of
the Kelvinator line of five electric
water-heaters. To give complete
support, it is equipped with broomhigh legs of sturdy cast iron. Available in 60 or 80-gallon capacity.
The bureau is now rounding out
its first year of service to homemakers, and marks a milestone in a
most ambitious campaign for the
Bon Marche homefurnishing section.
Picture Portfolio
K NEATLY constructed cabinet,
MX. having as one of its features
pressed-board leaves which fold
down on hinges like the pages of
a huge book, designed by R. E.
Hecker for his studio in the Harbour-Longmire Co., of Oklahoma
City, has greatly facilitated the
showing of unframed prints.
The cabinet, six feet high, approximately two feet deep and practically as wide as tall, contains at
the bottom two half-width drawers
and one full-width drawer. Above
this, the front of the cabinet folds
down in such a way that the round
handles, placed vertically on the
opening leaf and hinged there from
the top of the "handles," drop to
form supporting legs.
Upon this resulting table a series
of pressed-board leaves, each hinged
to the points of a tiny stair-like tier
inside the cabinet, may be brought
to rest. The leaves provide a filingunit for large pictures otherwise
difficult to handle, smaller prints
being placed in the drawers.
The c y l i n d r i c a l handles, four
smaller ones placed horizontally on
the drawers and the two larger
verticals on the drop-front above
the drawers, give the cabinet a neatly modernistic effect, at the same
time providing for utility in the
necessary support for the drop-leaf.
Selling Tailored Floors
S
ALESMEN in the linoleum department of the Bon Marche,
Seattle, are being taught the importance of being sales-minded in the
creative direction. In a word, this
section concentrates on selling the
tailored floor—the creative idea!
"When it is considered," points
out W. Lilley, linoleum buyer, "that
selling the tailored floor means a
unit sale step-up of some 33J^%
over selling 'just linoleum,' the importance of being sales-minded in
the creative direction cannot be
over-estimated. M o d e r n i z e d approach means working with color in
a big way; particularly does it call
for working with samples to show
how a different border effect will do
just the right thing, colorwise."
In following through on the modernized approach, the customer is
shown the full color illustrations
which demonstrate what decoration
accomplishments are possible with
the new offerings in linoleum.
Book-like portfolio, designed by R.
E. Hecker, Harbour-Longmire Co.,
Okla., facilitates showing of unframed prints. Above is the cabinet as it appears when closed;
below illustrates the filing leaves
inside.
MON6TH0SE PRESENT. . .
ROBERT W . j R w i ^ ROBERT W.lRWlM CO.
&CHARUE KURtHINy WEST MICH.FURN.CO,
C.9.DEXTER6.R.CHA1RC0.
6 BERNiE WARREN CENTURY
PUttN.CO.
6USSCHALL6R &U.U MAHAR
& H COUP
T.E.M'MAMARA,
BOSTON STORB.MILWAUkEE
CHAMBERLAIN Co
JACKOUSAN,CHARLfc«,R.SUGH CO.
E.H.R0OT& SALLY DAVIS,
UtT BROS., PHILADELPHIA
N,H. FELTON
CS.H0WARDCO.,, 1NDIANAP0U5
ARTMOR6ANST6RN
MtcntGA
LOS ANGELES
DANCER DOLLY BELLE
C.J,W!TZ.EL(£ P. BOND^
PRED L06SER CO.., BROOKL^
FU3V0 VVQOO, HARV6Y WOOD CO,
MIDLAND, MICH,
PHILO STATION,
STATTO F4RM.MFG Co.
BERT K1-1M6
3AK6R. SROJ, LOS ANGELES
JACK FOGZDHAM,
6EO. INNE6 CO.,
WICHITA, KAN.
H E R M A N PAQEB 6 J . P , W A V K E R . .
<*A. S r O W E R S C O . , H O U S T O N
TED SIMPSON.
J06SCHER 6 H.JORDAN,
•W CARRUTHERS
M . Q ' N E i L U CO.,"AKRON
G A.G. OLSON
AKOC!AT6C> O R V G O O O S co.
JERRY O'CONNOR, JACKCOOPER £ BILL PO
MtCWtQAN F R W C
HENR-f SRAOL.EY £.
P.C. SCMAEFP6R.,
AvOAM C O., 0y cp-Al. O
NE
M.P. STRICKLAND &
R
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^ ^ & e . ^ ^RE
l:b.l B5J_ _
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^"»ENT(RESP
&.R.MARKET ASSOCIATION
eK
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G.^.STOWERSCO.; SAN ANTONIO
HARRY W6ST6ATE
CHARLES R.SLIGH CO.
T O M M f "THOMASj S.R C H A l R C O ,
IOU1S 0LACY, MAtTRE D'HOTEi PAMTUI^
tfTEO & A W B L E , MICH.PUftN.SHOP
ior
MARCH,
25
1937
• F U R T H E R I N G appreciation of
X good home design, construction,
furnishing and interior decoration,
McCall's Magazine has sponsored
a new "Home of the Month" as a
tie-up with an outstandingly successful
1936 campaign. (FINE FURNI-
July, 1936). Last year 65
model homes were built in various
parts of the country, many exhibited completely furnished; today all
of them have been sold and are
occupied. Well over half a million
home seekers went through these
model homes, coming away with a
better appreciation of good construction, adaptable homefurnishings; the far-sighted furniture dealers who took advantage of the plan
reporting substantial sales increases.
Designed by J. Ivan Dise, the
TURE,
house is of brick veneer, contains
approximately 17,000 cubic feet and
has a large living room, dining
room, kitchen, three bedrooms at a
cost, fully equipped, between #6,000
and $7,000. Modern in convenience,
the house has a i r - c o n d i t i o n i n g ,
weather stripping, pressure caulking,
outside wall and ceiling insulation,
tiled bath and kitchen, year-round
automatic hot water, full-sized cellar with stationary laundry tubs,
lavatory, space for future game
room.
With this background for modern
comfortable living, Mary D a v i s
Gillies, decorator of the March
"Home of the Month," with the purpose of promoting quality furnishings, has offered a three-year furnishing program, the first year being
devoted to buying good lighting and
seating equipment; the suggested
second-year budget involving the
buying of comfort, the room being
completed the third year with the
purchasing of attractive and appropriate accessories.
The main feature of this progressive buying plan is based on the
theory that it is better to sell a
customer several good pieces of
furniture — with additional pieces
to be bought at a future date, than
to try to sell a complete ensemble
of cheap furniture which can only
result in customer dissatisfaction,
dealer loss; a sensible method of
furniture, rug and accessory selling
which many of the leading homefurmshing stores in the country are
taking instant advantage of.
In the first-year picture above, the chief investment in the living room of the McCall "Home of
the Month." was for a good sofa, two handsome
chairs; lamps, small tables, inexpensive curtains
and prints. Second shows the comfort-buying
year which suggests good floor-covering, bookcases, cornices, Venetian blinds, and the third
year illustrates the finished room made charming
with attractive accessories.
"THE HOME
OF THE MONTH"
A Three-Year Plan For A Living Room
26
FINE
FURNITURE
Homefurnishing N e w s a n d R e v i e w s . . .
Museum Appropriation
An appropriation of $1500 by the Grand
Rapids city commission to take care of
the purchase of such equipment and furnishings as Venetian blinds and lighting
fixtures, has made it possible for work to
proceed on the Grand Rapids Furniture
Museum. Having already spent the $6,000
which it raised for remodeling the residence
of the late T. Stewart White for the project, the museum commission has received
the $1,500 appropriated by the city as a
transfer of that amount from the $3,000
maintenance fund which the city will appropriate annually. Work of gathering
material for the exhibits is proceeding more
slowly than expected, it is announced,
especially those exhibits which are arranged
for historical significance. It is expected,
however, that the formal opening of the
furniture museum will be set for the May
or summer furniture market.
D
Mrs. Green Elected Head
Named president of Ypsilanti Reed Furniture Co., Ionia Mich., was Mrs. Helen A.
Green, widow of former Gov. Fred W.
Green; followed by the announcement that
no changes are contemplated for company
officials or policies. Other directors who will
continue are Fred A. Chapman, now warden
of Michigan reformatory; Howard C. Lawrence, former State treasurer and State
banking commissioner, now associated with
Michigan Trust Co., Grand Rapids, Mich.,
and M. M. Reed, all of whom have been
identified with the firm many years.
.
0
B. R. Smith Shows in M. Mart
Space has been leased in the Merchandise Mart, Chicago, by the Warren Furniture Co., Chicago, and the B. R. Smith
Chair Co., Inc., Owensboro, Ky. President
W. C. Martinson of the Warren Co. will
be in charge of the Merchandise Mart
offices: Smith Chair Co. leased 1.148 square
feet.
G. R. Bookcase Elects
Elected president of the Grand Rapids
Bookcase & Chair Co., Hastings, Mich.,
was Chester B. Stem, New Albany, Ind.
Other officials include: vice-president. James
Bristol; secretary, Kellar Stem; treasurer,
Charles Potts. In addition to the officers,
the directors include Warren Brown, Grand
Rapids. Jack Stem, Hastings.
Fred Mueller Re-Elected
Head of the Mueller Furniture Co., Grand
Rapids, Mich., and of the National Ass'n
of Furniture Manufacturers. Frederick H.
Mueller was re-elected president of the
Grand Rapids Furniture Makers Guild.
Other Guild officers were re-elected as follows: Vice-president, F. Stuart Foote.
secretary-treasurer and general manager of
Imperial Furniture Co.; secretary-treasurer,
Earl M. Johnson, secretary-treasurer, Johnson Furniture Co.; Ed G. Weir continuing
as business manager of the Guild.
Plans to make the Guild Merchandising
Program, introduced at the January market,
an annual affair, have been tentatively
made. Demands for the Guild booklet illustrating the pieces in the Guild group for
use by the dealer as direct mail advertising
are strong; well over 250,000 copies having
been ordered. The complete group makes
a carload; many stores were reported to
have purchased two complete groups, merchandise being scheduled for delivery early
in April; merchandising program to be
staged by Guild stores the first week in
May.
Landstrom—Wallace—Bouwkamp
Associated with William Bouwkamp in the
reorganization of the Luxury Furniture Co.,
are Edgar 0 . Landstrom, former vice-president and manager of the Berkey & GayFurniture Co.. and E. A. Wallace, Jr., former vice-president and assistant treasurer
of Berkey & Gay. Bouwkamp recently
purchased part assets of the Luxury firm;
it is understood the new organization will
take the name of the Grand Rapids Upholstering Co., which Bouwkamp recently
acquired.
Dent Assumes B <X G Duties
T. Ashley Dent, whose appointment as
general manager of Berkey & Gay Furniture
Co. awaits only the approval of the firm's
MARKETS
GRAND RAPIDS
April 28-May 8
lune 30-July 15
CHICAGO
Furniture Mart a n d Merchandise Mart
May 3-8
July 5-17
HIGH POINT
July 19-31
LOS ANGELES
July 26-31
directors, has arrived from New \'ork to
assume his duties. Dent stated that he
is prepared to put into immediate effect
plans for important additions to Berkey
& Gay line, making it one of the outstanding
achievements of the May market, showing
the marked progress made by Berkey & Gay
during its first year of reorganization.
New Columbia Course
The Extension division of Columbia University offers a course on '•Contemporary
Interior Materials and Color," conducted by
Theodor Carl Muller. designer, at the Spring
Session when materials and methods will be
dealt with from a practical standpoint.
Studies will include recent developments in
metals, synthetics, plastics, textiles, wood,
glass, papers, compositions, and the importtant new surrogates as well as other mediums which comprise the vast industrial
source. Bases of color theories, their applications in the light of physics, chemistry,
psychology, aesthetics, will be presented
and a greater understanding of the consumer
in terms of reactions to color and materials
will be stressed as a growing factor in the
effectiveness of contemporary work. Classes
will meet on Wednesdav from 6:25 to 8:15.
New Englander Program
Recent step in reorganization program of
Englander Spring Bed Co., Brooklyn, N. Y.,
is the announcement by Max Englander,
president, of important revisions in sales
organization of bedding and institutional
furniture manufacturing firm. Englander
plan of gradually resuming national distribution is revealed in this sales reorganization which is as follows: Alex Blau, Lawrence, L. L, Metropolitan area; Louis Bush,
New York City, Metropolitan area; Morris
Franzblau, Brooklyn, N. Y., Metropolitan
area; Gene Herz, New York City, Pennsylvania, Maryland, District of Columbia,
Albany, N . Y., several special accounts;
D. C. Laemmle, Jamaica, L. I., Contract
Department; John R. Shatz, Brooklyn, N .
Y., Contract Department; John H. Bullwinkel, Bloomfield, N . J., Pennsylvania,
New York; E. F. Pagington, Greenfield,
Mass.. New England; Morris Berkowitz,
Brooklyn, Metropolitan area.
Knox Plant in Full Swing
The main upholstery unit of the former
Knox plants, High Point, X. C , have been
bought by J. Vassie Wilson and associates,
including outside interests who will bring
the factory into immediate operation with
a large-scale production of living room
furniture. One of the largest and best equipped plants for production of medium to lowpriced living room suites in the South, when
formerly operated by Wilson the dailycapacity was 400 suites. Activity is to be
concentrated on a short line of popularpriced merchandise; is now in full production.
A
Luxury Assets Sold
Assets in the bankruptcy case of Emil
F. Rohde, trading as the Luxury Furniture Co., have been sold to the following
parties: William Bouwkamp, Grand Rapids,
factory equipment, for $450, factory supplies, $800, office furniture and equipment,
$135; McKay-Dembinsky, Inc., covers,
$475; A. Stillman, New York, finished
furniture, $750; E. Posner, Detroit, frames,
$500. A 5 % dividend to general unsecured
creditors has been declared.
B. & G. Englander Product
The Englander Spring Bed Co., Brooklyn,
N. Y., is preparing to manufacture for
Berkey & Gay Furniture Co., Grand Rapids,
a high quality box spring and inner spring
mattress to be sold only through Berkey
& Gay salesmen, merchandised exclusively
through Berkey & Gay franchise dealers,
according to Frank D. McKay, board chairman.
An imported Belgian damask cover of
exclusive design and patented construction
improvements are features of these new
products which will retail at $39.50.
The mattresses and springs also are
available in an especially durable 8 oz.
Biltmore ticking in five attractive solid
colors with contrasting bindings and buttons,
available in blue, peach, orchid, green and
tan. The imported damask covers come m
blue, rose, green, orchid and walnut. All
border seams are finished with contrasting
tape edges, the most modern method of insuring straight edges and proper tailoring.
Strap handles hive been attached to both
sides of the springs and mattresses to facilitate handling.
for
MARCH.
1937
27
Associations and their activities
Credit Men's Club
Instigated and directed by Ira F. Randall,
secretary-manager of the Birmingham Furniture Ass'n, was a Credit Men's Club for
members of the Association, with following
officers elected: T. A. Nickol, president; J.
S. Saraohn, vice-president; Ira F. Randall,
secretary-treasurer.
Constructive, helpful work along credit
lines is the aim of the club, members being
optimistic over concerted effort for advancement, betterment of conditions and problems that now confront Birmingham credit
managers.
0
Wollers Re-Elected Head
Re-elected president of the Milwaukee
Furniture Dealers' Ass'n at the annual
meeting at the Republican House. Milwaukee, Wis., Jan. 26, was George Wolters.
Henry Wittak was re-elected vice-president;
G. J. Butenhoff, treasurer; Theodore
Stickle, secretary. Elected to the board of
directors were LeRoy Kunzclmann and
Heinz Hilbert.
0
New NRFA Program
New NRFA program for promoting homefurnishings through the entire year embraces
four parts; a weekly news feature release
to be sold to one newspaper in each city;
series of newspaper ads with the slogan
"Happiness for Sale," (copyrighted); a
calendar of seasonal promotions; homefurnishing shows in cities throughout the
country in conjunction with newspapers
and the Wingo Exhibition Engineering Co.
Plans will be handled through the various
associations in furniture, floor coverings
and related fields, retail group acting as
clearing house.
0
Diederich Heads Cal. Ass'n
Unanimously elected president of the
Retail Furniture Ass'n of California, was
P. M. Diederich, manager of L. Lion &
Sons Co., San Jose, to succeed Ernest C.
Neilsen. Other officers elected were: Edward Lachman, chairman of the board; G.
A. Lenoir, George H. Stevenson, Harry
Saxe, L. M. Barker, vice-presidents; Philip
Harris, treasurer; George W. Fitch, managing director. Resolutions were adopted to
invite National Ass'n of Furniture Manufacturers and National Retail Furniture
Ass'n to hold their respective 1939 conventions in San Francisco during the operation period of Golden Gate International
Exposition.
Cleveland Ass'n Elects
New officers of the Cleveland Retail
Furniture Dealers' Ass'n include: A. J.
Kane, president; Al Reidy, vice-president;
James J. Vyhnal, treasurer, A. L. Federman,
secretary, re-elected.
NRFA Reports 21% Increase
Increase of 2 1 % in 1936 sales volume,
compared with that of 1935, is indicated
for stores reporting to Controllers Division
of NRFA in the December report which
summarizes figures from 38 organizations
operating approximately 172 stores. Stores
in South Atlantic. Southeast Central, Southwest Central sections of the country showed
greatest increase with 27% gain in sales.
Nationwide typical gain of 1936 over 1934
was 37%; Pacific Coast section leading with
an increase of 52%. December, 1936, ex-
ceeded November by 2 8 % ; December, 1935
by 2 1 % ; Pacific Coast again leading in
December-November comparison with 45%
gain. New England, Middle Atlantic, Northeast, Central sections lead the list of increases in the December, 1936-December,
1935, comparison with 27% gain in sales.
Anderson Re-Elected Head
Re-elected president of the Furniture
Manufacturers' Building, Inc., permanent
exposition building of the Jamestown furniture market, was Frank O. Anderson. Other
officers elected are: Ralph S. Sheldon, vicepresident; Frederick P. Hall, secretary and
treasurer, and Henri M. Hall, assistant secretary and assistant treasurer. Directors
elected include: Ralph C. Sheldon, Frank
O. Anderson. Charles F. Reilly, Richard
Peart, Frederick P. Hall.
Sokol Heads Ass'n
President of Sokol Bros. Furniture Co.,
Birmingham, Ala., Harry Sokol has been
elected president of the Birmingham Furniture Dealers' Ass'n succeeding Roy Coats.
Other officers elected were W. W. Faulkner,
first vice-president; Ben Watson, second
vice-president; E. L. Klimmer, third vicepresident; Sidney Braswell, fourth vicepresident; J. M. Wallace, treasurer, and
Ira F. Randall, re-elected secretary-manaager. Sokol stated that he proposes to organize credit managers and also collectors in
the furniture business.
Baltimore Ass'n Head
Elected president of the Retail Furniture
Ass'n of Baltimore was Harry Sandier. Other
officers include Alvm Blum, vice-president;
W. T. Littlepage, treasurer; Walter B. R.
Wright, secretary, managing director.
RFDA Election
Elected president of the Retail Furniture Dealers' Ass'n, was L. Kenneth Schoenfeld; managing director-elect was Theodore
S. Coy, Seattle, Wash.
Milo W. Bekins Honored
Milo W. Bekins, head of Bekins Van &
Storage Co., Los Angeles, former president
of the California Storage Ass'n, past active
committee chairman, director of National
Furniture Warehousemen's Ass'n has been
elected head of the National Ass'n.
NRFA to Affiliate With ARF
Members of the National Retail Furniture Ass'n have been informed of a proposed affiliation of NRFA with the American Retail Federation. Furniture merchants
have been advised that the association
executive committee voted to accept the
ARF invitation, making it conditional upon
the federation's agreement that the NRFA
would have freedom to speak for itself on
controversial matters, that the federation
would not speak for it without the NRFA's
approval. The bulletin notes that ARF has
justified itself as a fact-finding and legislative research body which is greatly needed
by retailers generally.
Breuner Re-elected
Elected vice-president of NRFA for the
fourth consecutive year was Louis J. Breuner, head of the Breuner Furniture Co.,
Berkeley and Oakland. Cal.
Denny Heads Blackmer's
Former vice-president, general manager of
the Blackmer Furniture Co., Denver, Colo.,
Harry C. Denny, was elected president of
the company at a recent meeting of the
board of directors of which D. F. Blackmer,
founder, president for 34 years, is chairman.
Denny, vice-president of Chicago's National
Furniture Ass'n, contemplates new improvements this year for Blackmer's at the firm's
new location at 1542 Lawrence St.
New Stowers Manager
President of G. A. Stowers Furniture Co.,
San Antonio, Tex., M. P. Strickland recently announced the appointment of William S. Holman as manager. Holman is past
president of San Antonio Retail Credit
Ass'n, vice-president of Associated Retail
Credit Men of Texas, director of San Antonio Retail Merchants' Ass'n.
Wider Variety of Woods
According to J. H. Smith, president of
J. H. Smith Veneer Co., a wider variety of
woods than shown at previous markets made
their appearance in January, particularly
marked in the higher priced groups. A number of Grand Rapids manufacturers introduced "limited edition" furniture, made of
woods of which there is limited supply, thus
presenting a new sales and merchandising
approach for the retailer. The tendency to
lighter woods and to new light or colored
finishes was strong in all price brackets.
Prominently featured in modern furniture
of the lower-price range were such light
woods as ayous, prima vera, aspen, maple
in bleached versions. In the moderate price
field, new light finishes secured by selection
of wood as well as by bleaches was strong;
prominent among woods used was Circassian, French walnut, olive burl, Carpathian
elm burl, American oak.
A
"More for Your Money"
Recent book released by the Chemical
Publishing Co., Inc., N. Y., "More for Your
Money," by H. Bennett, tells the consumer
how to get his money's worth and avoid
danger to his health as well as purse. Unlike
recent "guinea pig" books, no product
names are used but in simple language the
book tells how anyone can know what he is
buying, how to make the proper selection.
Reveals many startling facts about the
subterfuges, misrepresentations used as buying lures; answers hundreds of questions
that should protect the consumer from being imposed upon when buying cosmetics,
radios, automobiles, foods, liquor, clothing,
furniture, floor-coverings and other products.
Salesmanship Guidebook
A new manual for the retail salesman of
hard surface flooring, The Salesmanship
Guidebook, prepared by the Armstrong Bureau of Retail Merchandising, published by
the Armstrong Cork Products Co., contains
a new basic plan of sales attack, developed
out of years of study, field research, experimental selling. A plan specifically created
for hard surface floorings, a method of selling that grows directly out of the specialized conditions surrounding this type of
merchandise, in addition to a wealth of
reference information is condensed in small
book form.
FINE
23
JOURNEY'S END
SAYBOLT—Philadelphia, Pa.
Edward W. Saybolt, 69, founder and for
21 years an active member of the Patten
Furniture Co., Philadelphia, Pa., died suddenly Jan. 31.
dealers in hotel supplies and household
furnishings, died Feb. 18 after a long illness.
Active in a number of organizations. Adams
was a former president of the Retail Credit
Men's Ass'n.
HOLSAPPLE—Anderson, Ind.
Harry Clyde Holsapple, 45. formerly a
merchant and undertaker at Martinsville
and Paragon, manager of the furniture
department in Ward's store, Anderson, Ind.,
died Feb. 1 following a heart attack.
ACHTENBERG—St. Joseph, Mo.
A. D. Achtenbcrg. 81, proprietor of the
old Red Star Furniture Co., St. Joseph.
Mo., died Feb. 17, in Kansas City.
ZINKLER—Salt Lake City, Utah
Joseph Zinkler, 84, manager for 15 years
of Volker Furniture Co., president of Utah
Window Shade Co., died Jan. 21 following
a heart attack.
BUTTENBAUM—Jersey City, N. J.
Frederick J. Buttenbaum. 71. manager of
the former William Gulden Furniture Co.,
Union City, died Jan. 26. after a month's
illness.
{i
HEINS—Charleston, S. C.
Emil F. Heins, 76. president of Cowperthwait's, Inc., Charleston furniture store,
head of the Home Finance Co., died Feb.
12.
BAISCH—Cleveland, Ohio
Frederick W. Baisch. one of the founders
of the Conrad-Baisch-Kroehle Co., Cleveland, 0.. died Feb. 15 in Stuttgart, Germany where he had made his home since
1922.
LERAAN—Duluth, Minn.
Anders A. Lcraan, 76, pioneer Superior
furniture dealer and funeral director, died
Feb. 16 after a long illness.
RUSNAK—Chicago, 111.
Samuel Rusnak, 70. pioneer Chicago furniture dealer and president of Rusnak Bros.,
Inc., died Feb. 18 at Miami Beach, Fla.
Rusnak had been engaged in the manufacturing and retail furniture business for the
last 45 years.
ADAMS—Washington, D. C.
Edward Beckley Adams. 67. founder and
former president of E. B. Adams & Co.,
FURNITURE
CLASSIFIED ADS
Classified rates: Undisplayed, 5 cents
per word. Minimum charge $2. Display
rate, $5 per column inch. One inch
minimum. Minimum display advertisement accepted, 2 inches. Classified
charges payable in advance. Ten per
cent discount for three or more insertions.
WANTED • Reliable sales representatives
for an attractive line of portable electric
lamps for the furniture and allied trades.
Product nationally known. Liberal commission. State qualifications, references, territory and lines now handling in first letter.
Box 132, FINE FURNITURE, Grand Rapids.
Mich.
GREENROCK—Newark, N. J.
Morris Greenrock, 57, president of the
Star Furniture Co., Bloomfield, N . J.. and
the Star Quilt Co., Newark, died Feb. 17
after an illness of several months.
STONES—Newburgh, N. Y.
Charles I. Stones. 68. prominent Xewburgh
furniture dealer for almost half a century,
died Feb. 22 following a month's illness.
Since 1906, he had headed the oldest furniture house in Newburgh. one of the earliest
established businesses of any kind in the
city, which was formerly known as Peck &
YanDalfsen's. now called Charles J. Stones
Co. Prominent in Masonic organizations.
Stones was a member of the Newburgh
Merchants' Ass'n.
COST ACCOUNTANT AND PRODUCTION MANAGER • Now employed desires change to permanent and better position. Capable of installing and operating
cost system and budgetary control bookkeeping methods. Eight years furniture
experience. College graduate. 32 years old.
Married. Excellent references. Box 135,
FIXE FURNITURE, Grand Rapids, Mich.
William W. Flusser
Furniture Representative
42 East 32nd Street
New York City
FRANK—Bartlesville, Okla.
J. M. Frank. 86. retired furniture dealer
of Bartlesville. Okla.. died Feb. 14 after a
two weeks' illness.
Chicago Office —15lt E. Erie St.
KENDRICK—Boston, Mass.
Charles A. Kendrick. 46. auditor and
office manager at Paine Furniture Co., Boston, died Feb. 26 after a four months'
illness.
W LKIMERLY
BENJAMIN—Cleveland, Ohio
Fred W. Benjamin. 63, wholesale carpet
and rug broker, associated with the F. W.
Benjamin Co.. Cleveland, O., died after
three days' illness Feb. 24.
COHEN—Peoria, 111.
Klijah Wofe Cohen. 80. pioneer merchant
and founder of Cohen Furniture Co.. Peoria,
111., died Feb. 27 of pneumonia. Mr. Cohen
founded his business of furniture, stove and
household repairing in central Illinois 59
years ago.
— STUDI O —
WATERS-KLINGMAW BLD,
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RAPIDS
MAILING LISTS
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Flood-Damaged Plants Open
That Evansville, Ind. furniture plants are
gradually resuming operation following the
disastrous flood, that deliveries will not
be greatly delayed, is the general belief
of the plant owners. Two of the GlobeBosse-World plants are now be'ng operated,
the third plant will be re-opened within a
few days, according to Edward Ploeger.
president. The Monitor plant is open: National Furniture Co., Regal Cabinet Co.. are
expected to commence operations shortly.
Although many of the plants were damaged,
it was stated that some of the plants could
have operated steadily during flood time
had it not been for shortage of the water
supply and enforced military rule.
Retail furniture dealers in some sections
were hit harder than manufacturing plants;
practically all are re-opened for business
at the present time, however, many dealers
reporting that they are already swamped
with orders, particularly for shades, rugs.
linoleums, electrical supplies.
Gives counts and prices on accurate guaranteed
mailing lists of all classes of business enterprises in the U. S. Wholesalers—Retailers—
Manufacturers by classification and state. Also
hundreds of selections of individuals such as
professional men, auto owners, income lists, etc.
Write today for your copy
Michaels New Ad Manager
The appointment of Miss Rowena Huber,
former advertising manager of Hartman's
Furniture Co., Chicago, as advertising manager of J. Michaels, Inc., has been announced by Joseph Michaels, Jr., president
of the firm.
R.L.POLK&CO.
Polk Bldg.—Detroit, Mich.
Branches in Principal Cities
World's Largest City Directory Publishers
Mailing List Compilers. Business Statistics. Producers ot Direct Mail Advertising.
for
MARCH,
29
1937
NEW
STORES
ANDTNUMBER
FIRM NAME
DATE
OPENED
PROPRIETORS
MERVIS FURN. CO.
BLUMER FURN. STORE
LEATH FURN. CO.f
PHOENIX FURN. CO.f
BRIGHTON FURN. STORE
HOME FURN. CO.f
BURNS FURN. STORE
CUT RATE FURN. STOREf
NOEL FURN. CO.f
SWEIGART FURN. CO
HAWKINS FURN. STORE
KOOS BROS.*
SHERROD Bros. & CARTER Furn. Store,
MODERN FURN. HOME
SEGUIN FURN. CO
MARTINSBURG FURN. CO.f
RHODES-COLLINS FURNITURE CO.f
LANDAU'S, INC.f
FREEMAN FURN. CO.f
(Formerly Katzmccn-Freeman Store)
CARFAGNA FURN. STORE
BUMGARDNER-HODGE FURN. CO.
Ellwood City, Pa.
Hermann, Mo
Kalamazoo, Mich
Houston, Texas
Cheviot, O.
Ft. Dodge, la.
Arnett, Okla
Marshalltown, la.
San Antonio, Tex
Trenton, Mo
Tulsa, Okla
Railway, N. J.
Slaton, Tex
San Angelo, Tex
Seguin, Tex
Martinsburg, W. Va
Burlington, N. C.
Wilkes-Barre, Pa.
M. Mervis
Hugo Blumer
East Michigan Ave.....]. L. Stewart
Pearl St.
Central Ave
J. Hendker
907 Central Ave.
Trauerman
W. Burns
W. Main St
R. Bailey
116 W. Commerce
G. Noel
Main St
W. Sweigart
Boulder Ave
E. Hawkins
St. George Ave
C. Koos, E. Koos
Nick Carter
W. Beauregard St.
Mrs. Braatelien
Gouverneur, N. Y.
Turtle Creek, Pa.
Spencer, la
Clinton St.
S32 Penn Ave.
BRADBURY FURN. CO
FLESHER FURN. CO
ROY FURN. CO
GOOD HOUSEKEEPING SHOP
"'Branch store or unit
Clanton, Ala.
Maiden, Mass
Syracuse, N. Y
Springfield, O.
of chain.
SHIEIEIMTIEX
W. King St
S. Main St
S. Main St
R. C. Kilmer
G. R. Brass
Isadore Landau
Howard Freeman
Henry Carfagna
M. O. Bumgardner
W. B. Hodge
J. W. Bradbury
Pleasant St.
P. Flesher, L. Meltzer
N. Salina St
G. F. Roy
14 W. High St
M. Long, L. Stoker
^Change of name or address.
Credits and
(Met
MIL
Feb. 1
Jan. 29
March 1
Feb. 2
Jan. 30
Jan. 21
Jan. 21
Jan. 26
Jan. 31
Jan. 29
Jan. 24
Jan. 24
Jan. 15
Jan. 17
Jan. 22
Jan. 22
Jan. 22
April 1
Jan. 20
Jan. 21
Jan. 28
Feb. 4
Feb. 12
Feb. 12
Feb. 14
LYON
rUr\NITUr\E
MERCANTILE
AGENCY
AltTHUK S. LYON, General Manager
Est. 1876—Publishers
Spring Is Here!
The nationally recognized
T71 VERY WHERE Shcentex swatch books are working overtime today.
• ^ A super-quality pyroxylin-coated fabric that's waterproof, "washable,
won't crack or peel, Sheentex pleases porch, garden and terrace
furniture designers by offering a wider range of fast, uniform colors,
making possible strikingly beautiful combinations. It pleases manufacturers with orders piling up, because large stocks on h#nd assure
IMMEDIATE DELIVERIES to fill every need.
Send TODAY for details and FREE swatch
book!
CREDIT AND COLLECTION AGENCY
of the FURNITURE INDUSTRY
and trades kindred—Carpet—Upholstering—Baby
Carriage — Refrigerator — Stove — Housefurnishing
and Undertaking
BOOK OF RATINGS—CREDIT REPORTS—COLLECTIONS
*SHEENTEX is a trade-marked name of
Aslier & Boretz Pyroxylin-coated fabric.
N»w York, N. Y
Boston, Mass.
Philadelphia, Pa
Cincinnati, Ohio
Chicago, III
Grand Rapids, Mich
High Point, N. C
Los Angeles, Cal
ASHER & BORETZ, Inc.
COATED TEXTILES
Dept. C, 900 Broadway
of LYON-RED BOOK
OFFICES
185 Madison Av..
North Station Industrial Building
_.....12 South 12th St.
6 E. Fourth St.
201 North Wells Street
Association of Commerce Bldg.
Wachovia Bank Bldg.
12th St. at Broadway
New York City
'.«.••»
• «»•» » » m x u u • •
30
FINE
FURNITURE
IMPROVED BUSINESS AND PROFITS
Through Ethical Sales
Events In Your Store
The Joseph P. Lynch plan of successfully m e r c h a n d i s i n g furniture and
housefurnishings merits your very
careful consideration, for the following reasons:
JOSEPH P. LYNCH
. . . president of the Joseph P. Lynch
Sales Company, who personally
supervises all sales plans of his
successful sales company.
You will convert merchandise into cash, with a satisfactory
margin of profit, more quickly than by any other method.
At the same time that you are reducing inventories and building up your cash balances you will be increasing the popularity and prestige of your store in your community.
Your sales-people will receive training in merchandising
• through association with the Joseph P. Lynch experts that will
be of inestimable value to you in the months and years following
your sale.
You will be dealing with an organization that has been
• successfully conducting sales of retail furniture and housefurnishing stocks for over a quarter of a century for many of the
leading stores in the United States and Canada. A letter will bring
uncontrovertible proof of the success of these sales events.
There are no reactions after a Joseph P. Lynch sale. There is
• an increasing daily sales improvement as compared to the
previous year. Such a sale has a vitalizing effect on your entire
store personnel and is equivalent to a course in merchandising for
your entire sales organization.
I2•
3
4
5
When you attend the Grand Rapids Winter Show you are cordially
invited to visit the Joseph P. Lynch Sales Company offices and discuss
your merchandising problems with our Mr. Joseph P. Lynch. If you will
state your problems fully and frankly he will give you his best judgment and advice without any obligation on your part.
JOSEPH P. LYNCH SALES COMPANY
General Office 148-154 Louis Street
Grand Rapids. Michigan
We appreciate your mentioning you saw this in FINE FURNITURE
!
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FINE ARTS BUILDING
Newest and Most Modern Exhibition Building in Grand Rapids
Directly Across the Street from Pantlind Hotel
YEAR 'ROUND EXPOSITIONS
DAY or NIGHT
Your product shown in the F I N E A R T S B U I L D I N G , Grand Rapids, is on display in a "hotel" for
merchandise. Constructed for furniture display, it is the only building in Grand Rapids devoted exclusively
to furniture exhibits. Floor arrangement, lighting, ventilation and the hightest type of general service is
conducted in the interest of the furniture and house-furnishing exhibitors
FINE ARTS CORPORATION
operating
FINE ARTS and PANTLIND EXHIBITION BUILDINGS
FINE
32
FURNITURE
AUTHENTICALLY STYLED
Embodying details of genuine historical interest, the PYNCHON HALL GROUP
in mahogany is notable for its adherence to authentically styled Colonial furniture.
The details of the dressers, vanities, chests, such as the spool turnings and reeded
posts were taken from an Eighteenth Century sideboard found in Pynchon Hall,
Connecticut, copied in the true spirit of the period. The PYNCHON HALL GROUP
includes correlated pieces that are an outstanding achievement by ESTEY in the
re-creation of Colonial furniture.
DISPLAYED IN
WATERS-KLINGMAN
BUILDING
ESTEY MANUFACTURING CO.
OWOSSO
MICHIGAN
We appreciate your mentioning you saw this in FINE FURKITURE