february • 1937

MAGAZINE
ARTHUR S. GUGGENHEIM
For him: recognition; for NRFA:
expansion. (See page 23)
Two dollars a year
20 cents a copy
FEBRUARY • 1937
Grand Rapids,
Michigan
l.
v-^.
•*->
UPHOLDING TRADITION
QKILLFUL creation of design, superior craftsmanship, restraint in ornament,
O are the marks of distinction in the John Widdicomb quality groups. Upholding tradition of three-quarters of a century reputation as leaders in quality, the
John Widdicomb Company feature bedroom and dining room furniture in the
finest of eighteenth century English and French reproductions.
JOHN WIDDICOMB COMPANY
GRAND RAPIDS
Showrooms at factory, 601 Fifth St.
MICHIGAN
New York Showrooms, No. 1 Park Ave.
We appreciate your mentioning you saw this in FINE FURNITURE
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.
TRUE TRADITIONAL IN DESIGN
The Charleston, No. 189
THIS IS FINE FURNITURE
OF THE YESTERDAYS,
TODAY, AND TOMORROW
'T'HE CHARLESTON bedroom ensemble expresses the true American
_L spirit of Southern Colonial and 18th Century furniture. This group consists of 17 correlated pieces and is made of Cuban mahogany, one of the
rarest and most desirable of all mahoganies. The Charleston is traditionally styled with our well known quality construction, hand assembled
throughout and exquisitely finished.
The Charleston is contemporary with, and rounds out, the GRAND
RAPIDS CHAIR COMPANY'S illustrious line of Southern Colonial bedroom and dining room ensembles which have been received with so
much favor by dealers throughout the country. Many original CHARLESTON pieces are today the treasured possessions of the descendants of
America's greatest men and women.
GRAND RAPIDS CHAIR COMPANY
Showrooms at the factory only — Take any Yellow Cab
We appreciate your mentioning you saw this in FINE FURNITURE
FINE FURNITURE
»".:••
' iV
~ ~ w
FlN£ FURNITUR€
the Homefurnishing Magazine from
the Furniture Style Center of America
1937
VOLUME 2
NUMBER
GEORGE F. MACKENZIE. President
PHIL S. JOHNSON. General Manager
HOD 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
SUPER BLEACH
P I C K L E D F I N I S H SUCCESS is entirely dependent upon the efficiency of the
BLEACHING AGENT — the most important factor entering into the production of
PLATINUM-BLOND Finishes —SUN TAN
— HAREWOOD MAHOGANY and WALNUT — GREY ONYX WALNUT — etc.
SUPER BLEACH insures the Highest Degree of Bleaching Satisfaction — and because of its proved dependability is endorsed by foremost designers and manufacturers. Outstanding Blond Finishes
shown at the January Markets were effected with SUPER BLEACH.
Be assured of your ultimate success in
the production of All Vogue PICKLED Finishes — insure yourself against bleaching
hazards by using SUPER BLEACH. It
Successfully and Economically Bleaches
All Woods.
•FEBRUARYBoiling Wake
4
Page Nine
9
Elegance is 1937 Trend, by Rod Mackenzie
10
Floor-Covering Displays
11
The New Vogue for Old Victorian
12
Room Backgrounds, by Phyllis Field Cooper
13
Sales Promotion and Advertising, by Ralph Spangler . . . 15
The Sketch Book, by Jack DeYoung
18
Venetians Have Value
20
The Customer's Viewpoint, by Dorothea D. Dunlea
21
Mahogany — From Tree to Table
22
Directs NRFA for 1937
23
Chet Shafer
24
Cutlets, Veneers, Carvings
25
Homefurnishing News and Reviews
26
Associations and their Activitiies
27
New Stores
Journey's End
Manufactured by
GRAND RAPIDS
WOOD FINISHING
COMPANY
Grand Rapids
Michigan
28 and 29
30
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 7-4339, S. M.
Goldberg, representative. Chicago office: 307 N. Michigan Ave.,
phone CEXtral 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.
//' <? appreciate your mentioning you saw this in FIXE FURNITURE
for
FEBRUARY, 1937
DURABLEDECORATIVE
i__ .-_ A ; i. :•>: '' ;0o-Bonded by Winnebttgo
TEGO-BONDING
A NEW STANDARD
OF DURABILITY
Martha Hixon rocker, No. 700
Mahogany $25.90
Walnut $23.90
Thoroughly conversant with what constitutes good chair construction, finish and
fabrics, the B. R. Smith Chair Company
offers a complete line of occasionals,
rockers, diners, office chairs and chairs for
the bedroom and hall. Unequaled in price
and quality, our chairs have frames of solid
walnut and mahogany and No-Sag spring
construction, insuring durability as well as
beauty.
1708 MERCHANDISE MART
CHICAGO
SMITH
INCORPORATED
HE furniture trade increasingly
realizes the sales advantages in a
really durable construction. This
is now offered in plywood welded together with Tego Resin Film.
T
Tego plywood, properly made, is completely water and weather resistant. It
makes furniture safer and more salable under all conditions of transportation, storage and use. It has been
specified for years in leading radio
cabinets and is appearing regularly in
many lines of furniture.
Tego Resin Film is manufactured by
The Resinous Products and Chemical
Company, Inc., Philadelphia, Pa.
[
See T E G O - B O N D E D plywoodl
at the American Furniture Mart, I
Chicago—Space 321
J
RESINOUS
OWENSBORO, KENTUCKY
We appreciate your mentioning you saw this in FIXE FURXITURE
PRODUCTS
FINE
THE
Oldest Manufacturer Speaks
I am very glad to receive a copy of your
journal, which is very artistically gotten up.
I am not at the factory in Kentucky very
much, but I hear from them every day, and
hope they may see their way clear to give
you an announcement occasionally.
1 completed my 64th year in the furniture
business on the fourth of November last
year, and therefore am now well on my way
into my 65th year. I imagine I may be the
earliest living furniture manufacturer, and
hope that my present good health may continue so that I will at least live as long as
any other manufacturer!
I have seen a great many changes m the
furniture business and believe that, while
other lines of business may be earners of
fortunes in shorter time than a legitimate
furniture manufacturer, the manufacturing
of furniture still offers opportunities.
I am now acknowledging your kind reference to me and for putting me even in the
caricature department of your journal.
M. J. M., Owensboro. Ky.
19 Out oi 28
At this writing we have received 28 inquiries from our last advertisement in your
magazine, and 19 of these have so far been
turned into orders. Considering everything,
this is not bad. This strike thing is throwing the monkey wrench into recovery.
We are glad for the publicity with the
furniture trade you have made possible.
J. N. Collins, Jackson, Mich.
.
«—
Canada Bubbles Over
I consider FINE FURNITURE a splendidly
edited trade journal and certainly should be
mighty welcome to manufacturers, retailers
and salesmen in the homefurnishing field.
All its stuff is meaty and so worthwhile.
Its editorial page is splendid and one feels
that it is written by an "inspired'' editor—
not one that is just "filling a job" each
month.
We have a Canadian furniture trade publication to which I subscribe, and although
they have some good things, it lacks an
aggressive and enthusiastic atmosphere. One
does not feel that it is contributing very
much to the industry. I consider its editorial policy weak, because it is biased. For
instance. Sometime ago it contained an editorial tabooing U. S. imported furniture and
the fact that our present government had
lowered tariffs, etc. What they might better have said was — "What's the matter
with Canadian furniture manufacturers and
their business methods when U. S. furniture can be imported into this country for
less money than it can be purchased up
here? Personally, I cannot see much difference between internal competition (and
there exists plenty of the ''cutthroat" variety) in a country and international competition. Let the best man survive.
One might as well say that Ford's industry was a menace to the other automotive
industries because he makes a car at a
"price." I contend that there is a place for
Ford's productions and also a place for the
more expensive makes.
All industries would do better to begin
educating the public to appreciate the full
value of properly made merchandise. The
furniture industry has remained the longest
BOILING
FUBNITURE
WAKE
in a state of antiquity and it has kept the
consumer m the dark as to its products.
That is why I'm so delighted to see
Grand Rapids manufacturers such as Hollis Baker, Robert W. Irwin, the Widdicomb
factories, and other makers of fine furniture,
"telling their story" to the consumer.
When purchasing furniture there is just
as much logic in a customer asking for a
specific make of bedroom suite as to ask for
a particular make of piano, automobile,
stove or other household commodity. I contend that furniture manufacturers should go
even further and even specify the name of
the designer.
A furniture manufacturer should be proud
to put his name '>n his furniture. If he ISII t.
then it should not be classed with lurniture
worthy of a home. I suppose we will always
have borax for borax-minded people to buy.
But, certainly if 1 was a dealer, selling to
intelligent people. I would honestly avoid
having such merchandise in my store. Much
better to sit on a soap box temporarily than
buy something that is not worthy of the
name of furniture.
The success ol the furniture industry now
lies in EDUCATING the consumer in their
commodity. Educated people who know a
great deal about a good many things in this
world are woefully ignorant of furniture —
how it should be made — how to recognize
irood design — and so forth. However, 1
know that the editors ot FIXE FURNITURE
have this idea m mind and will be the
means of making all manufacturers, dealers
and retail salesmen conscious of all this,
which will ultimately result in success for
the industry.
P. F. C , Winnipeg, Can.
Call It The Best
Have been receiving your magazine each
month and consider it the best we have ever
seen. If our other two stores are not getting
it. am sure the}" would want it if called to
their attention. C. H. W., Chickasha, Okla.
We Cooperate
Received a copy ol January FIXE FURXITURE in which you have presented Sakhn off sky's interpretations of modern furniture.
Think you have made a nice job of this and
warn to thank you for your kind cooperation. G. B. B.. New York City.
FF Favors Merit
Noticed the article in the January issue of
FIXE FURNITURE which is in reference to
myself and the company. We want you to
know we greatly appreciate this great favor
and all the merits it pays the company and
myself. G. A. S.. Omaha, Neb.
From Down Under
Christmas greeting and every good wish
for the coming year . . . your damn shipping strikes are holding up my copies of
FIXE FURNITURE . . . Here's wishing FF
every success. F. de la M., Sydney. N.S.1A .
This, gentle reader, was sent Dec. 7, from
Sydney by the merchandising manager ot
one of the largest liomefurnishings stores in
Australia. For a future issue of FIXTE FURNITURE this gentleman promises us an article describing how furniture merchandising
is done "doivn under."
Editor.
Splendid Stuff
I have just received a copy of your last
issue. Thank you very much and I congratulate you on the splendid magazine that you
are publishing. I. F. R., Birmingham, Ala.
A
We Get Response
Thank you for your courtesy for running
the article regarding our new booklet, ''The
Story of American Walnut." We are extremely pleased that you found it convenient to give this booklet publicity. Judging from the number of requests which we
have received for it, and the many fine letters written us, it meets the need for valuable information regarding the Cabinet
Wood of the Ages — W'alnut.
D. C , Chicago, 111.
A
Who's a Sucker?
A man is a sucker who doesn't take advantage of your offer of a two-year subscription for your magnificent publication
FINE FURNITURE at the very nominal fee of
$3. Of all the furniture publications that I
receive, and I believe I get them all, yours,
to me, is the most readable, so what more
can anyone expect? Put my three bucks in
your till until my subscriptions run out, and
then we will put more into the till.
J. N. C , New York, N. Y.
A
Most Informative
The January issue of FINE FURNITURE
was read with keen interest. I find your
publication the most informative in the furniture field. Keep it up.
B. L., Chicago, 111.
0
On the Nose
And you say you're trying to promote
"Fine" furniture and the better merchandising of same. How do you account, then, for
the advertising used m Ralph Spangler's
article in the January issue? Take a look at
some of the prices quoted in a few of the
ads.
In the Bloomingdale ad on page 16 — an
entire bedroom ensemble "All for $84''; and,
"Solid Maple sets, all six pieces for $69'; or,
on the next page, the Spear's "Incomparable
Values in Room ensembles for $85." Perhaps
you'd call Spear's "Sale of 64 Maple Bedroom Groups at $49" high-class advertising!
I dou't.
I admit that this guy Spangler may know
his stuff, but I'm objecting to the type of
ads he uses to illustrate his arguments.
Wouldn't it be infinitely better to use imaginary or hypothetical advertisements and
make them examples of what constitutes
good, clean advertising, and actually show
that we dealers, (some of us, anyway) are
honestly trying to grade up our merchandising?
But you can't convince me that the ads
mentioned are promoting high-gradue furnishings. Yes, I know the archaic argument
about "leaders," etc., but after all, a store's
advertising does afford a pretty fair description of its character.
P. L. T , Omaha, Neb.
More in March
What's happened to the page of Metropohton pieces you were running as a
regular feature? I was saving these in a
scrap book. H. H. L., Detroit, Mich.
for
FEBRUARY,
1937
SALES SATISFACTION
A[o. 360 Chair, 7\Jo. 82 Maple and Enamel Stainless Porcelain Top
Proven popular by the great number of re-orders from dealers, this
modernistic porcelain-topped breakfast set, featured exclusively with
Tepco tops and Cooper Marvel easy slide leaves, is an outstanding
number of the Lewisburg Chair Co.
We invite you to inspect the most popularly priced porcelain breakfast suite in the market at our permanent exhibits in the New York
Furniture Exchange and at the American Furniture Mart.
The new Marvel slide prevents injury to
hands, it is not necessary to lift the top,
table lea] slides easily and there are no
springs to get out of order.
AMERICAN FURNITURE MART—SPACE
937
LEWISBURG CHAIR CO.
BRIDGEPORT •
CONN.
We appreciate your mentioning you saw this in FIXE FURNITURE
FINE
FURNITURE
Htu/te ike
i i
{ t
lift
ca yeah, of
II OPPORTUMfY
'( I
! i
VI '•
\ \
www-.
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.
GRRRD RflPIDS FURIUTURE
EXPOSITIOn ASSOCIRTIOn
FINE ARTS BUILDING
Netvest and Most Modern Exhibition Building in Grand Rapids
Directly Across the Street from. Pantlind Hotel
Y E A R ' R O U N D EX P O S I T I O N S
D A Y or N I G H T
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
FURNITURE
A HEADQUARTERS FOR BUYERS
Nearly half of all Grand Rapids Exhibitors have space in the WatersKlingman Building where concentration of important lines makes buying easy. Flexible space arrangements combined with personalized
service make it Grand Rapids' most popular exhibition building. Convenient location, complete assortment of decorative homefurnishing
merchandise makes the Waters-Klingman Building the headquarters
for buyers.
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.
DAVIES 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 & FTJRN. CO.
SHAW MFG. CO.
SKANDIA FURNITURE CO.
CHARLES R. SLIGH COMPANY
STICKLEY BROS. CORP.
THANHARDT-BURGER 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.
« YOU'LL FIND IT IN^
THE WATERS-KLINGMAN BUILDING"
We appreciate your mentioning you saw tins in FIXE FURNITURE
r
lor
FEBRUARY,
D
DS
RY
1937
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.
'CHUCK" SLIGH—
Since its organization three years ago, the Furniture Salesmen's Club of the Grand Rapids Furniture Exposition, has
proven one of the greatest stimulants to the successful operation of the Grand Rapids Market. For six consecutive semiannual seasons this club has been host to the visiting buyers
and provided entertainment for them during the evenings of
their sojourn in the market.
Due to the illness of the -first president-elect, the death
of the first vice-president-elect, shortly following the organization meeting in January 1934, Charles R. Sligh, Jr., who was
the initial second vice-president, has served as president and
directing genius of the organization during three busy years.
"Chuck" Sligh has given unstintingly of his time, his rare
ability and his means to further the success of the club and
the results are evidence of his sane leadership. The club
enters its fourth year of existence and activity as one of the
dominant organizations of the Grand Rapids Market, with
a large paid membership, all obligations paid in full, with
substantial reserves available for future activities.
This writer has worked side by side in the Salesmen's Club
with "Chuck" during his tenure of office, and no one knows
better the tireless effort and energy he has put behind this
organization to make it the huge success it has become
under his able leadership. Every exhibitor, visiting buyer
and salesman owes to Sligh a debt of gratitude for the
gratifying results he has accomplished. With his retirement
as chief executive he still remains on the Board of Directors
where his influence will be helpful during the coming year.
Edward L. Ransom, who succeeds him as president, has a
very definite course charted for the coming year and under
his careful direction the Furniture Salesmen's Club should
carry on to even greater accomplishments.
—P. S. J.
ff
DEFINITE PLANNING—
Affording the merchant of homefurnishings an opportunity
to supply his customers an interior decoration service, are
the complete room sets presented by several leading manufacturers during the recent January market. In supplying
a model house or series of rooms, complete with backgrounds,
the customer is permitted to visualize how such an ensemble
would appear in her own home. It matters little that she
purchase the group as it stands on the floor, the main ob-
jective being to arouse her interest and desire to possess
new, up-to-date furnishings. A model room decorated by
one experienced in room arrangement has a two-fold purpose.
First, the decorating service, just mentioned; second, it permits the dealer to offer the customer, not ready to invest
in an entire group, the opportunity of building a step-bystep homefurnishing plan. In fact, leading authorities now
advocate the sale of one or two basic items, to be followed
with additional pieces, timed to the customer's financial
convenience.
Supportinng this theory, progressive manufacturers are
supplying in conjunction with the actual rooms, descriptive
literature, color cards, historical and romantic stones of the
merchandise, bolstering this material with national advertising
campaigns, promotional programs for local use, sales training
manuals for the retail salesmen. All of which is an encouraging indication that merchandising is being lifted out of
haphazard, purposeless slough into which it sank during the
depression. Trite but true: "Definite planning brings definite results."
ff
SILVER FLOOD CLOUDS—
Typical of the courage exhibited by stricken furniture
manufacturers located in the Ohio River flood section is this
quotation: "We have not lost courage, but it looks like a
big job . . . At present the situation seems appalling. But
we have faced other difficulties and are facing the future
with courage."
Such a calamity coming on the heels of potential recovery
is sufficient to tax the nerves and heart of any industrialist.
This is particularly applicable to furniture producers, who
according to statistics slid further down the depression hill
than any other industry, and have just recently enjoyed
the vision of returning volume.
Still, there's a silver lining, for the replacement market in
the flooded area will compensate in a substantial measure,
both manufacturers and dealers of homefurnishings. Furthermore, as is so often the case, business devastated by the
frowns of fortune, resume activities with new enthusiasm,
new equipment, revamped methods of operation, often
moving on to greater success than ever before conceived.
Adversity has been known to force advance.
ff
SK^I
STORAGE
I MOVING
Packing
Shipping
Phone 9-3293
BLODGETT PACKING & STORAGE CO.
10
FINE
FURNITURE
1937 TREND IS
ELEGANCE
by ROD MACKENZIE
Editor, FINE FURNITURE
P
REDOMINATING notes at the January furniture
markets were the revival of French styles and the
amazing return of American Victorian. Following
economic impulses for simplicity in daily living, homefurnishing modes of the past few years have been
noteworthy for their paucity of ornamentation. With
the return of more prosperous days, the French periods,
particularly, with their ormolu mountings, intricate
veneered patterns, inlays and elaborate carvings, will
undoubtedly lead the way to the adoption of higher
decorative schemes in other periods, including simplicity-loving Modern.
Modern "Curves Up." • This latter style has already
indicated its willingness to compromise its customary
severity and monotony of form with curves, sweeps
and in some instances serpentine fronts. A return to
exotic woods, bleached finishes, supplemented by tinted
tones, increasing consideration in more studied employment of hardware as a decorative note, are elements
indicative of Contemporary's challenge to elegance.
The wardrobe vanity made by
the K a r g e s F u r n i t u r e Co.,
Evansville, Ind. is shown at
the American Furniture Mart.
Doors o p e n to r e v e a l iull
length cheval mirror sided by
Eve glass shelves with protective railings.
Below, chair No. 1429 in walnut is manufactured by the
Schoonbeck Co., Grand Rapids,
Mich., and is displayed in the
Imperial Furniture Co. space.
Above, chair No. 271, made by
the Michigan Furniture Shops,
shown at tho Grand Rapids
Chair Co., retails at 375.20.
No. 701 chair below is made
by the Colonial Manufacturing
Co., Zocland, Mich., displayed
in the Keeler Building, Grand
Rapids.
Provincial Goes to Court • Louis XV and its contemporary style Provincial, set the pace in the French
period revival. In the medium and higher priced ranges
exquisite things are being done, forecasting an increased
showing of these trends at the next market. Provincial,
originally a rural adaptation of the court craftsmen's
expressions, made its appearance in the guise of the
French Manor house, further substantiating the trend
toward added embellishment.
And Chippendale Goes Rococco • Even in the
Georgian periods can this movement be noted. Chippendale, for example, ever a flexible style, is found
employing semi-florid Rococco motives, transcending
the simpler lines of the Chinese Chippendale produced
to combat the modern urge for unornamented surfaces.
Bleach—Leather—Borax • Bleached finishes are eviident in every known period; leather is appearing with
increasing frequency on table tops, case fronts, bed
ends and seating pieces; Borax and undefined styles
are rapidly being supplanted by thoughtfully developed
volume merchandise, possessing more value than at
any time since prior to the depression.
Interesting developments in homefurnishings are in
store for Madame Consumer during 1937 as this
extract from a recent John Wanamaker (New York)
advertisment indicates:
Berkey and Gay chair at
the left is No. 2820V2.
Shown at the factory
showrooms.
"You won't go slavishly '18th Century' or 'Colonial'
this year. Plain imitation of your ancestors is out . . .
You'll spike your traditional rooms with color, with
bleached woods, with ideas . . . Not a spinning wheel
in our Maple House . . . See our use of two wallpapers
in one room."
1937 trends will afford innumberable opportunities
for the diligent dealer.
for
FEBRUARY,
Upper Right — Ent r a n c e aisle of
new floor-covering
section at Sach's
Inc., New York
City, features three
a t t r a c t i v e and
colorful
Early
American ensemble groups with
rugs as an effective background.
Upper Left — Outstanding new display incorporated
in the Ensemble
Style Exhibit sponsored by the Institute of Carpet
Manufacturers was
this p a n e l
in
which were fitted
twelve rolls of
plain broadlooms
in popular shades.
Center Right —
Sach's Quality
Furniture, Inc.,
features a panorama of ensemble
exhibits on the
right side of the
main aisle in rug
and carpet departm e n t, with two
archways leading
into the major display section. On
the left side, two
rug lines broken
up by a long, narrow ensemble unit,
lend variety to the
layout.
Center Left—Modern ensemble display at S a c h ' s ,
Inc.. in which high
style wall coverings, lamps, pictures, books, flowers, ashtrays show
value of accessories in dressing up
merchandise.
Lower Right—Featured at the Ensemble Style Exhibit sponsored in
the Furniture Mart,
Chicago, during
January Carpet
Openings and Furniture Markets,
was a ceiling high
jacket constructed
about column and
hall scene cut-out
over broadloom
backdrop. Panel
opens to r e v e a l
various
carpet
samples stored on
mechanical rack.
1937
11
••>'••
THE NEW VOGUE
OLD VICTORIAN
A
TTICS are being ransacked, sec. ondhand stores are prospering
as designers and manufacturers
feverishly seek out furniture examples of that period in American history known as Victorian. Reaching
the crest of its surprising revival in
the recent January markets, the
source of the movement is still
somewhat veiled in mystery. One
fairly reliable report bases the return of this 19th Century style on
the play "Victoria Regina," starring
Helen Hayes, launched in 1935.
The stage sets excuted with careful attention to historical details,
furnished the motivation for a decorative scheme.
Another excuse for the trend is
the astounding popularity of Margaret Mitchell's "Gone With the
Wind." Additional reasons: coronation of George VI this spring and
the anniversary of Victoria's reign.
Illustrated examples herewith are:
chair, top left, Charlotte Furniture
Co., Charlotte, Mich.; dresser No.
160 above, Sturges-Aulsbrook-Jones,
Sturgis, Mich., solid walnut, retail
price, 4 pieces, $291.50, davenport
and rocker, left, Michigan Furniture
Shops, Grand Rapids, $137.60 and
$51.10, respectively; mahogany bed,
H e r m a n n M i l l e r Co., Zeeland,
Mich., four pieces, $589.50; group
below by Tomlinson of High Point.
for
13
FEBRUARY, 1937
ROOM B A C K G R O U N D S . . .
THEIR IMPORTANCE IN DECORATION
by
PHYLLIS FIELD COOPER
W
H \ some homefurnishings salesmen still insist
that what Mrs. Buyer already has in her home is
of no concern to them, is a mystery to us. They contend that to sell one's customers what they want and
ask no questions is the best policy — a sort of "ordertaking," a lazy man's method of merchandising.
In the first place, is Mrs. Buyer always so sure, be
she ever so positive at the start, just what she does
want? Our experience in selling proves to the contrary.
We have known many Mrs. Buyers to alter original
plans upon the strength of honest, practical advice from
a salesman who understands the principles of interior
decoration. In fact, his knowledge in many instances
has been the means of selling a great deal more merchandise, to the complete satisfaction of the purchaser.
Whereas, in the cases of those who have been served by
"order-takers," we find much dissatisfaction and incorrectly decorated homes as a result.
Wrong Sales System • "Why didn't that salesman tell
me I was making a mistake! I thought I wanted a
spinet desk but now since I have been reading up on
interior decoration, I find that for my particular living
room I should have purchased a Colonial secretary,"
says one home-maker. And so it continues, with the
result that much furniture is still being sold on a basically wrong system, detrimental to all concerned.
A salesman cannot know too much about the type of
room his customer wishes to furnish, which brings us
HORIZONTALLY STRIPED
WALLPAPERS
LOWER. HOOM HEIGHT
BUT EFFECT
ELONGATION
OF WALLS AMD ARE
ESPECIALLY SUITED
TO CONTEMPORARY
INTERIORS
THIS
RUG- IS
TOO SMALL
FOR THE
SIZE
OF THE ROOM
y
AND ITS
BORDER.
IS TOO
CONSPICUOUS
VERTICALLY STRIPED
WALLPAPERS
EFFECT
GREATER ROOM
HEIGHT AND A R E
PARTICULAR.L.Y
SUITED TO LOW
CEIUIN1GED
BEDROOMS
A
9 ' X - 1 2 . ' RUG22'-O"-
PAINTED
WALLS
OR. NEARLY
PLAIN WALLPAPERS
IN LIGHT HUED TINTS
WILL ALWAYS GIVE.
THE EFFECT OF
SPACIOUSNESS SO
ESSENTIAL TO THE
CORRECT DECOR.ATIWQOF S M A L L ROOMS
INCONSPICUOUSLY BOK_~
DERE.D RUQ15 CORRECT
IN 5IZE ,
DESIGN ,
AND
LOW-KEYED
COLOR VALUES
ALL
FIGURED WALLPAPERS
SHOULD DE SELECTED
CAREFULLY AS TO
DESIGN , SCALE. OF
PATTERN AND COLORS
CONSISTENT WITH
THE S I Z E , EXPOSURE
AND CHARACTER. OF
A ROOM
i
j
-- -
-
. .--j
PANEL MOULDINGS
AR.E ONLY SUITABLE
"FOR LARGE WALL
SPACES AS THEY
TEND TO REDUCE.
T H E I R . SIZE thereby
ADDING DECORATIVE
INTEREST TO A
LARGE ROOM
PHYLLIS • FIELD • COOPER.- 1937'
FHIS
SYMMETRICALLY DESIGNED
AND
A l l ' - 3 " X l&'-O" RUCr
2Z' - O "
FHE SAME
LIVING--K.OOM
AS IT
WOULD
APPEAR.
IF
O
FULLY
CARPETED.
effect of
SPACIOUSNESS
CAR-PETING FROM WALL TO W A L L
Room backgrounds should be of such character that they enhance, rather than detract, from the decorative charm of upholstery,
draperies and all decorative accessories.
14
FINE
to our first problem in interior decoration — that of
BACKGROUNDS. The walls, ceiling and woodwork
as well as the floor and floor coverings are termed
"THE MAIN BACKGROUNDS" of all rooms. Since
these constitute the greatest area in any room, they are
of vital importance to the decorative and environmental
success of a room.
In correct decorating, the floor and its covering is
always the darkest color value in a room. Keeping a
floor subdued in both color value and design makes for
substantial and restful solidity. No floor or its covering should appear to "advance" — to come up conspicuously toward one.
Tonal Values • The floors of halls, living rooms, dining rooms, "dens" or "studies" should be finished in a
medium to light brown tone (if they are of wood) —
NEVER in a "taffy-colored" or light oak stain. Which
of the former tones to use will depend upon the exposure of the room — whether it is very light or very dark
and dreary. The exceptions to this rule are bathrooms,
kitchens, breakfast rooms (if color scheme is very
light) and bedrooms. The character of these rooms allows one to use all colors in a lighter "key," hence the
floors of necessity are usually lighter in tonal value.
These same governing principles should also guide one
in the selecting of linoleum.
"Spreading" Small Rooms • For the small room, only
a rug of small scaled symmetrical design should be used
and in a size approximating that of the room as nearly
as possible, especially if it is a living or dining room.
"Spotty" designs are only permissible in large rooms
and then should be used discriminately.
Avoid rugs having wide, conspicuous borders for
small rooms; they tend to reduce their size. That is the
chief reason why textured carpeting is so popular for
the small home — it tends to make rooms appear larger
and is restful to live with. The less a small room is cut
up with rectangular lines in the way of mouldings, wide
floor space around rugs and wide borders on rugs, the
better.
FURNITURE
No matter how carefully furniture is selected or how
correctly it may be arranged, if the walls are of the
wrong color for the particular exposure, or papered in
a conspicuous, large scaled, riotously colored pattern,
the entire ensemble will be decoratively ruined. Such
a room can never present a "quiet," reposeful or restful
atmosphere.
Generally speaking, walls should be very light in
tonal value, with the ceiling the lightest value in the
whole room. There are, however, exceptions (wood
paneled rooms for one), but this rule is always a safe
one to follow in the decorating of the average small
home.
Light walls suggest spaciousness and give greater
size to a room, especially if they are plain or very inconspicuously patterned. The same is true of woodwork
— the lighter it is painted in either a harmonizing or
contrasting tint, the better. Ivory colored woodwork is
the ideal background for either walnut or mahogany
furniture.
Wall paper Woes • There are probably more mistakes
made in decorating through poor choice of wall papers
than in any other way. Many a customer dissatisfied
with a room, believes that the fault lies with the furniture, draperies, or perhaps the rug, when in reality the
fault is with the walls—the BACKGROUND—of her
ensemble.
In such instances, a little diplomatic advice from the
earnest, well-informed salesman can often convince a
customer that she should make a change in her wall
and floor treatments, starting her out on the path of
correct decorating.
Color Congruence • In the matter of color for room
BACKGROUNDS, those tints (for walls) and shades
(for rugs) of "warm" hue, derived from red, orange or
yellow, are used in rooms with cold and sunless exposure. For warm, sunny rooms, tints (for walls)
and shades (for floors) of the "cold" type, derived from
blue, violet or green, can be successfully used.
MODEL COTTAGE SELLS
fj
IPSWICH MAPLE
J
- _ • _>
I
1
—
rt
:. >'I I >
F
EATURING the traditional maple Ipswich
Group, made by the Robert W. Irwin Co.,
Grand Rapids, stores in SO cities throughout the
country have set up model display cottages showing this assembly of correlated New England
pieces. Includes two bedroom groupings, a dining
room and breakfast room ensemble, complete
grouping of pieces for the living room and entrance hall, all faithfully reproduced from wellaccredited original models of 1730-1790. Particular attention has been given to finish, the honeycolored Maple surfaces showing the smoky patina
of the originals; the pieces have the softened
atmosphere that comes from long use in well
cared for homes.
Li • i 'i ' ' i i .iid entrance hall ensembles which are
I1 '• .1 i II -•'J different cities throughout the country
'! f: "m the Irwin Ipswich group.
lor
FEBRUARY,
1937
15
s
ALES PROMOTION
and ADVERTISING
by RALPH SPANGLER
The second of a series of promotion articles by the sales promotion and advertising
manager of the Harbour-Longmire Co., Oklahoma City. Last month he talked on
"Group Selling." This month it's —
OST merchants will admit that
M
even the best photographers
and artists have difficulty in making
a $300 suite look better than a $100
suite in the newspaper. Study the
publicity of the most successful
stores, and you find few attempts to
picture expensive furniture in regular newspaper ads. Yet they all sell
good things! How do they do it?
Show Them • To sell your higher
priced merchandise, you must find
some way of persuading the right
people to see it!
Some few stores have been successful in presenting their story with
good pictures — on better paper
than newsprint. Most big merchants have tried special displays
away from the store — as furnishing newly-erected model homes.
Probably the most successful method has been to attract people to the
store with highly publicized special
displays . . . with dramatized
"Openings" or store shows.
Good Pictures •
Rotogravure
offers opportunity for the store that
Using the rotogravure section of the Chicago News, each Saturday, the
John M. Smyth Company does an outstanding job of picturing good furniture. Lammert's, St. Louis, are reported to have distributed 25,000 of
24-page supplement by mail and 125,000 by Western Union messenger
last August. Excellent picturing. Dark green ink was effectively used
instead of conventional brown.
FINE
16
FURNITURE
Because of the prominence of their models and
the unusualness of their show, Harbour-Longmire's were able to get considerable free publicity in the news columns to assist these ads in
pulling crowds.
Kresge's (Newark. N.J.) staged their show during
store hours — with the associate editor of "Better
Homes and Gardens" as their feature speaker.
Sanger's (Dallas) use a unique method of attracting the "right" people.
can use it. J |ohn M. Smyth does an excellent job m
the Chicago Neivs. Lammert's (St. Louis) have been
publishing an outstanding rotogravure supplement
three to four times a year, which they distribute by
mail and messenger direct to the homes of as many
as 150,000 of their prospects.
Many stores mail some sort of a periodical which
permits illustrating their finer things on good paper
with fine-screen engravings. Marshall Field's (Chicago) issue approximately 200,000 copies of their
"Fashions of the Hour" four times a year. It is printed
on the same press as "Esquire"—with pictures that
rivals the finest national magazine.
A number of good syndicated periodicals are in wide
use. At Harbour—Longmire's, we use the "Stylist"'—
which is published exclusively for members of the
Grand Rapids Furniture Guild. It illustrates in color,
includes prices — of the exact merchandise which we
have in stock. "Home Beautiful" — printed by the
publishers of FINE FURNITURE — is one of the best inexpensive syndicated store magazines.
But, after all, no picture gives an adequate story of
your better things. The only satisfactory presentation
is that which enables the right people actually to see
your offerings.
Store Shows • The most successful plan we have tried
is highly dramatized store shows . . . or openings.
With the right kind of planning, you will draw a large
per cent of the best prospects from the classes you
really want to reach. We usually have two . . . sometimes three, of these events a year.
In the list of mannequins used by Harbour-Longmire were debutantes from the most
exclusive families in the city. The men, a bit shy, agreed to model providing their
names were omitted from all publicity. The store program is shown below and at the
right is a shot of the "bride" on the arm of her "father," descending the stairs to meet
the "groom,"
HOME
FURNISHING
INSTITUTE
for
17
FEBRUARY, 1937
Our last two shows have been our best. Hoping to
reach the same people who would buy clothes from
smart ready-to-wear shops, w eused "Style Revues' as
our chief attraction.
In October, 1936, we had both young men and youngwomen—every one from the social register—modeling
the newest and finest clothes available. A special runway was built out from the grand staircase, on one side
of>our first floor . . . to serve as a stage. The bannisters were wrapped in smilax. Gorgeous jars of
mums on each landing. Music by an NBC organist on
a specially installed electric organ. Public-address system presided over by our own store broadcaster, who
is herself a drawing card. Smartly printed programs.
Spotlights.
The show opened with lively football music. A real
football team (from a local high school) dressed in their
playing togs—carried out a giant football, 5 feet in
diameter, and set it on the runway. The lights flashed
off for a moment — during which the football opened,
and a beautiful society girl stepped out — in a costume
that was — so the announcer said — the last word in
what to wear to the big game.
In rapid succession, scene after scene followed . . .
prominent young men modeling as well as young women. As a climax, the wedding procession . . . complete to the choir boys in their vestments . . . and the
flower girls.
Long after every available seat and every inch of
standing room on the first floor and mezzanine were
crowded . . . throngs kept coming. Ushers persuaded
thousands of the disappointed to take the elevator to
the upper floors to see the displays. It is hard to estimate how many we turned away.
This spring, we plan as our big attraction, one which
will permit two or three shows for each of several
nights . . . and by sererving seats, we hope to control
the size of our crowds.
If Your Appeal Is To the Masses • It is not necessary to go to the extremes that we do to attract certain
classes; there is another very successful type of opening
. . . surprising in its effectiveness. It has been used by
store after store — and when properly planned in advance, is certain to get results.
It is a "Treasure Hunt." With handbills, or knobhangers, each bearing a different number — cover only
the territory you wish to reach — a limited section each
day (to control the size of your crowds). Offer as nice
prizes as you think you can afford to the people who
match their numbers with the numbers you display on
the prizes. Don't be afraid of offering too many prizes.
Experience shows that usually only about half are
claimed. Place the prizes where they can be found
quickly and easily — on each floor. You only want to
get the people to your floors. Many of them will not
be interested in looking around — and your problem
will be one of preventing traffic congestion. Plenty of
them will browse around.
, • J M 1: S
WEEK
'••
#
•
•
•
• : ; ' • :
..
'
HUDSON'S
":t
ilOUSEWARB
» . / . l . i . / r f W i ; ••• HI 1-
'" "•• "•'• '•••"'!
r
- • :
•
S
COME TO
U
GREAT .••*" AUDITORIUM SHOW j . „ £ & . . *
„£&.. J JfJt-
jolv.i i
sit
l
;••..
Department stores — such as Hudson's (Detroit) take
the lead with dramatized shows. Kaufmann's (Pittsburgh) dramatize light. Wolf & Dessauer (Fort Wayne)
bring in outside speakers for three afternoons. Breunor's (San Francisco) with a model house, and Marshall Field's with table settings cash in on the prestige
of national magazines. In Spokane, the Crescent borrows the FHA exhibit from the San Diego fair.
;
tf-
\
... i .
w
18
FINE
FURNITURE
THE SKETCH
. .
MODERN OFFICE EQUIPMENT REFLECTS THE
TRUE INTERPRETATION OF "FUNCTIONALISM"
I
N the realm of furniture designing the word "functional"— particularly during the modern revival —
has been the most abused word in the vocabulary. In-
I
T'S natural that a young man
reared in a furniture manufacturing center, with an aptitude
for drawing and acquaintanceship with men doing things in the
furniture world, should drift into
some phase of the business. Undaunted by the doubtful benefits
of being born on Friday the 13th,
studious, a g g r e s s i v e , fun-loving
Jack DeYoung dedicated himself
to a professional philosophy that
extensive basic study followed
by hard work will eventually lead
to success.
One of the younger school of
furniture d e s i g n e r s , Jack has
come fast. Beginning in the rod
room at the Imperial Furniture
Co., his first contact with designing genius came while working
under William Millington at the
congruous, inconsistent and in many cases actually
ridiculous interpretations have been executed under the
banner of "functionalism." However, in the field of
office equipment there is an unfeigned reason for the
use of the word "functional."
Subjected to a daily battering of hard usage, durability is a prime requisite, and considering the number
of hours spent in a modern office, comfort is of equal
importance. Successfully combining these two elements
with artistic design has been an outstanding accomplishment of contemporary designers and manufacturers of office furnishings.
Although steel •— flat, tubular and sheet — has been
introduced with increasing volume in office equipment,
executives desiring individuality in their offices are still
demanding equipment executed in wood. In wood furnishings, period or contemporary, a man is permitted
to reflect his personal tastes, to instill a livableness and
convenience blended with an authenticity of decorative
treatment.
In the modern group illustrated on these pages, designed by Jack DeYoung for the Stow-Davis Co.,
Grand Rapids, is reflected an interpretation of "functional modern." Constantly conscious of keeping the
decorative feeling restrained and practical, DeYoung
has injected a spirit of stability and efficiency that
coupled with clean, unobstructed surfaces of bleached
striped and burled maples, simple bronze hardware,
makes the group readily adaptable to the simplicity of
modernly decorated office interiors.
The inclusion of a dictograph in the desk, radio,
cellarette and golf club compartment in the cabinet is
typical of functionalism required in modern offices.
old Furniture Shops in Grand
Rapids. Following this he became an undergraduate in Herman DeVries studio, later associating with Leo Jiranek. When
the latter moved to New York,
Jack went along, assumed charge
of the detailing office. Last fall
he returned to his native city,
opened a designing service under
his own name.
Asserting that drawing is both
his vocation and avocation, he
admits that on occasions the
ripple of a good trout stream has
made him exchange a pencil for
a flyrod. Personal preferences include a good thick steak, a quartet arrangement of "Down by the
Old Mill S t r e a m , " J o h a n n
Strauss' music, "Les Miserables"
and Jimmy Walker.
JACK DE YOUNG
. . . Friday the 13th no barrier.
ior
FEBRUARY,
1937
19
20
FINE
FURNITURE
Above is a roruor oi the
drapery section at Mandel Bios., Chicago, showing Vi-nctian Blind Display. Bedroom and dining room exhibits, Broadway Department store,
Los Angeles, sell S1800
worth of blinds monthly.
Kirsch Co., Sturgis, Mich.,
made the w o o d - s l a t
blinds at the loft and
the Suiiaire aluminumslat blinds at the bottom.
VENETIANS
HAVE VALUE
M
OST merchants do nothing in the way of promoting Venetian blinds, which are enjoying such
an unprecedented vogue for use in the home at the
present time that they bring considerable volume of
business without special attention. That the sale of
Venetian.blinds can be even more greatly increased is
proven by the recent promotion carried on by the
Broadway Department store, Los Angeles, which decided to make the public aware of the many extra
selling points of Venetians, to build up a preference
for trade-marked blinds; sold $1800 worth of .blinds
a month as a result. Although the public has a keen
interest in them because of decorative possibilities, it
is still ignorant of their many practical advantages.
Based on their opinion that Venetian blinds are here
to stay, the Broadway set them up in the store with
decorative drapery treatments; found that their model
homes were most effective in really showing the public
the decorative possibilities as well as their value as a
shading and light controlling device. Focusing attention
upon the windows of the house with blinds causes the
modern housewife to see the possibilities of enhancing
the attractiveness of her home with the proper combination of Venetians and draperies. Venetians heighten
the effect of spaciousness where low ceilings, small
rooms make them an asset. Hundreds of people visiting these model homes were quick to see the advantages
of such window treatment for their own houses.
The result has been that the Broadway model homes,
have greatly stimulated drapery business, at least
doubled the sale of blinds, with the public definitely
calling for the trade-marked blind which they carry.
for
FEBRUARY,
21
1937
THE CUSTOMER'S
VIEWPOINT
WE CLASSIFY OUR SALESMEN
AND BUY ACCORDINGLY
By DOROTHEA D. DUNLEA
Starting on the premise that every salesman is
expected to classify his customers, using corresponding salesmanship, Dorothea Dunlea turns
the tables, pigeonholes the salesmen in no uncertain terms into three types, the negative ninny,
the disinterested, the alert and courteous. She
sets out to buy a rug, definitely indicates the
maximum price and color to salesman No. 1. But
read on as she reveals her reaction to each . . .
QALESMEN may be classified
O into three main types: the negative "ninny," the disinterested and
the alert and courteous. Taking
typical examples of these three
types, it is interesting and revealing
to learn the customer reaction to
each. Starting with the premise that
every salesman is expected to classify his customer, using corresponding salesmanship to sell to the different types of patrons, we shall
follow the methods of these three
salesmen who, unfortunately, are
found in the average store.
As a customer, we recently desired to purchase a brown rug and
indicated the maximum price which
we wished to pay. The first salesman, respecting our statement on
price, takes us to the section where
rugs are within our financial reach.
The neat piles of rugs, sorted according to color as well as to weave,
are spread out so that we can
plainly see the patterns and colorings. We are hopeful; surely such
foresight on the part of the man-
agement is inspiring to our trust.
Our confidence is quickly shaken,
however, by the salesman's first
gesture. Leading us to a pile of
bright green rugs, he asks:
"How do you like these?"
We repeat our wish for brown
rugs, and he severely commences to
display varying shades of red. Rolling back these heavy rugs, he looks
expectantly at us for approval. Explaining that we have only a limited
amount of time, we start exploring
for brown rugs ourselves. The third
rug in this group is quite to our
liking, having an attractive pattern,
and being of apparently good quality, but the pile of the rug seems
ridged in various places.
"Oh, that will all come out in
time," says the salesman.
"Are you sure of it?" we query.
"Well, I wouldn't want you to be
dissatisfied and buy something you
don't want," he parries.
We explain that the rug is just
what we want—if he can only assure
us that the rug will lose its crushed
appearance, but in the meantime
the salesman walks again toward
the green rugs without offering any
explanation. He suggests at this
time that he has a brown rug like
the green rug which he showed us
first. We become interested and ask
to see the shades of brown in which
it comes, but the salesman informs
us that he can't get it out of the
stockroom unless we agree to buy
it. Discouraged and disgruntled, we
go on to another store m which we
find the rugs displayed on swinging
arms, resembling the leaves of a
book. Here the rugs are not classified as to color, and the salesman
begins to hurriedly turn the leaves
of the stock.
"But there is a brown rug," we
say, attempting to catch it as it flies
past under the deft fingers of the
salesman.
"Oh yeah, so it is," he reluctantly
turns back to let us have a quick
glance.
We are somewhat puzzled by this
speedy showing until we notice that
22
FINE
it is only a half-hour until closing
time, and realize that the salesman
is darkly suggesting that to "Buy in
haste is to repent at leisure." So
we decide to go elsewhere in the
thirty minutes we have left. The
next salesman, arranging his stock
for closing, is, nevertheless, courteously attentive to our wants and
with great zest turns back rug after
rug in the brown pile. Several of
these rugs also show a ridged effect
in the pile, and the salesman agreeably reassuring, explains that some
of the rugs when tightly rolled on
poles for packing and shipping have
the pile pressed down, but that with
use, the ridges disappear. He adds
that if we are not entirely satisfied
with anything we might purchase,
we are welcome to exchange. This
salesman jots down the numbers of
the rugs which are to our liking as
we come across them, and as the
pile increases, he removes those rugs
in which we are most interested,
spreading them out to view. Laying
the two we finally decide upon side
by side, he aids us in making an
ultimate choice, and we leave, just
as the store is closing, highly satisfied with our purchase and with a
most friendly feeling for this store
and its sales force.
The alert and courteous salesman
makes the sale due to the fact that
FURNITURE
he has a number of necessary qualities. Briefly, they may be summed
up:
1. He classifies the customer as
the type who knows what she wants
and acts accordingly.
2. He is enthusiastic, interested,
appears unhurried in helping the
customer to make a choice.
3. He shows his goods to best
advantage and is explicit and courteous when questioned concerning
the merchandise.
4. He makes no negative suggestions but p r e s u m e s the customer
comes to buy a rug, therefore he is
there to sell it.
Window display of Rhodes-Burford
Co., Paduach, Ky., during a recent
promotion built around Collins and
Aikman Corp. Ca-Vel fabrics. The
main exhibit was set up inside the
store and surrounded by suites covered in Ca-Val materials.
CA-VEL stripes, formal designs
and irregular patterns are included
in the new Collins & Aikman Corp.
Ca-Vel fabrics, three of •which are
shown here; a jacquard design
combination of Heatherstone and
other yarns; a satin backedsase
jacquard frise in diagonal squares,
and a combination of Heatherstone
yarns and mohair in an ombre
stripe design.
MAHOGANY—FROM TREE TO TABLE
O
. V'
' . • ' '..
.'
- - ' •-
•'../•VvvWV
,'• • • .
•
'
1.
. • *
•
•
. • % . - - , . * •
x
'
.
' . , ' * - , ••• " . . .
••.-• ' v '• '
V '••
• • • * *•" * v
^
.
• .
«
J
V . "
«' > ? >
ujr' V / V * ' V-* "K*" -V
NE of the most beautiful and
instructive traveling exhibits
that has ever been prepared in the
lumber industry is a self-illuminated
display in the Merchandise Mart of
the Mahogany Assn. which tells the
story of Mahogany from the majestic tree in the tropical jungle to the
finest finished furniture shown on
the January market.
Designed by George N . Lamb,
Secretary of the Mahogany Assn.,
and by the Architectural Decorating
Co., the exhibit shows actual leaves,
flowers, fruit, seed, bark of the tree;
portrays m transparencies the hunt
for A'lahogany, the felling of the
trees, the transporting of it to seaboard in rainy season floods. Pictorially, and again illuminated, are
shown pictures of the sawmill ripping logs into lumber, veneer machines slicing logs into 1/28" thick
veneers; an illuminated map shows
the sources of A'lahogany, each kind
being displayed with the source in-
dicated. A full section is devoted to
Mahogany finishes, ranging all the
way from the currently popular
blondes to the "Old World" types;
how not to finish the wood is also
shown. Various types of joints and
plywood construction are exhibited
and a section is devoted to carving
and inlays, carvings revealing progressive steps in furniture manufacture in the actual wood, machines
pictured; inlays include table tops
and scenic inlay work. Under Furniture Periods is an unusual collection of illustrations representative of
Mahogany furniture from some
twenty furniture styles; an unusual
display is a beam end with a gemlike surface mounted on velvet, reputed to be the oldest Mahogany in
the world. It came from a house in
Santo Domingo, 1SO9-1SIS.
With the closing of the furniture
market, the Mahogany Educational
Exhibit started on a journey that
will take it from coast to coast.
for
FEBRUARY.
23
1937
DIRECTS NRFA FOR 1937
NEW NRFA LEADER STRESSES IMPORTANCE OF
SMALL MERCHANT —ADVOCATES CASH &
CARRYING CHARGE METHOD OF PRICING
The man on the cover
• T H E small dealer never had a bet1 ter friend than 'Art' Guggenheim," wrote a small dealer shortly
after Arthur S. Guggenheim had
been elected president of the National Retail Furniture Association last
month. Classified as "Big-storeminded" because he is general manager of Spear & Co., operating stores
in Pittsburgh and New York, this
comment pleased Guggenheim more
than the scores of congratulatory
telegrams, good wishes, backslapping of his many friends.
In addition to expressing pleasure
at Guggenheim's recently acquired
honor, the merchant elucidated, told
how "Art" has aided scores of dealers by loaning them merchandise,
securing jobs for sons, offering
friendly counsel.
In reply, Guggenheim said: "The
small store is the one that gets the
closest to the buying public. It can
create more good will for the industry than any other factor in the industry. In addition, NRFA can be
more helpful to the typical average
size store than it can be to the larger
organization, equipped with its own
staff for handling research and
studying store problems."
NRFA'S Backbone • Guggenheim
points out that NRFA has most of
the larger stores of the country on
its roster. "But," he adds, "80%
of the membership and 80% of the
service goes to the rank and file.
I'd like to drive home the fact that
NRFA represents the whole trade,
not any one part of it."
Confrere G u g g e n h e i m should
know, for as chairman of the Association's membership committee for
four years, he helped build the organization's strength. During the
depression the Association doubled
its staff, trebled its correspondence
on individual problems, and generally strengthened its services all
along the line. It established Merchandising and Controllers' Divisions; it was active in the NRA,
ably representing retail homefurnishings thought in state and national circles.
A-la-Alger • Arthur Guggenheim
at 54 can look back pridefully down
the ladder of his successful climb to
prominence in furniture retailing.
Beginning with Spear & Co., operating an elevator when 19 years old,
he plugged ahead, achieved success
in a manner paralleling one of
Horatio Alger's familiar figures; became one of the nation's foremost
judges of homefurnishing values.
ARTHUR S. GUGGENHEIM
. . . For small dealer—best friend; ior
his store—eight cars.
Recent government releases of income reports show "Art" doing
about as well as anyone in his profession!
Okays Carrying Charge • Planning NRFA'S 1937 program, Guggenheim's pet policy is further extension of the cash and carrying
charge method of pricing furniture.
Asserting that the carrying charge
is the only honest way of running
a credit business, Guggenheim says
that stores hiding their financing
costs make it that much more difficult for the remainder of the stores
to operate openly, may even cause
unwise and unfair legislation in certain states. First advocated by
NRFA in 1927 the policy of adding one-half of one per cent a month
on unpaid balances after deduction
of the down payment, three-quarters
of the nation's stores now employ
this plan.
Publicity • This activity will be expanded because NRFA's new leader
says: "In the long run, the industry will benefit when the public
benefits. The fellows closest to the
public are the store owners who
themselves sell on the floor, constantly creating goodwill and better
understanding. They're the backbone of the business."
An admirer of ability, Guggenheim believes in placing credit
where it rightfully belongs. A story
dating back to the days when furniture markets were held at 1319
South Michigan Ave., Chicago, is
characteristic.
Ability Booster • A youngster,
breaking into the selling game, was
left in charge of a certain space
while the other boys went out for
lunch.
"If Arthur Guggenheim comes in,
show him around," said the salesman from the Pittsburgh territory.
"Take his order, but tell him I'll be
back after a while."
Presently Guggenheim appeared
in the space, prompted by the
jokester-salesmen, to trick the cub.
Together they went over the line
and the young man, unawed by the
"Big Buyer," did a really splendid
job. Guggenheim meanwhile wrote
page after page of orders, ending
the supposedly-pseudo purchasing
tour by affixing his signature to an
eight-car order.
"I'll send this order in myself,"
said Guggenheim as he pocketed it
and departed.
Returning to the space the Pittsburgh salesman questioned the
youngster, smiled when informed
that Guggenheim said he'd place his
order by mail. However, when the
buyer failed to return, he feared the
worst. His joke had boomeranged.
Three days later the factory received Guggenheim's order with a
letter congratulating the firm on
having such a splendid salesman in
their organization.
24
FINE
CHET SHAFER
FURNITURE
"LAZIEST HUMORIST IN THE WOMB"
GOES TO FURNITURE MARKET
EDCUTTER ROD MACKENZIE
The Wooden Nymph of Pee-Roo •
Says h e : — " I t ' s a deal."
We finally had lunch and I got out
So the next day after the speech
my paper to tell a few funny stories
and the lantern show which rocked
to the assemblage when I would be
the Pantlind Hotel to its foundations
called upon. I had ten stones down
that rest on the bones of Joseph
Campau — Phil Johnson and I including a new one I heard just
heard about the wooden nymph on
went out to the Imperial Plant.
the circus wagon at Pee-Roo, IndiPhil showed me all the swell tables
anny. (Write Edcutter Mackenzie
out there and he says: "It's suicide
direct if you never heard it.)
t' bring a woman m this place. She
And then up gets a gentleman
just can't help but buy" — (That's
from Springfield, Ills — W. L. Annot such a bad advertisement for
dre, Bressmer Co., and he proceeds
Imperial).
CHET SHAFER
. . . "It's a deal . . . "
Three Rivers, Mich., Feb. 1 (Spl.
dispatch t' FINE
FURNITURE).
There's been a lot of times in my
long career as a battler for truth
and principle when I've been
IRKED. In my search for fewer
harassments of the soul and greater
purity of expression I have taken
umbrage in large quantities— (and
sometimes a pretty low test grade
of umbrage, too). But I have never been up on my high hoss like I
am since I gave my Magic Lantern
Show in the ballroom of the Pantlind Hotel in Grand Rapids to open
this year's FURNITURE SHOW—
with TOMMY WALKER as my
Lantern Operator No. 1.
There Ain't No Justice • And I'll
leave it to any reader of this highclass periodical if I'm not justified.
I was around there before the
furniture buyers and salesmen including Jack ROBERTS of CONSTANTINE, Mich., — (the Cradle
of the Casket Industry — or is it the
Casket of the Cradle Industry?) —
And I was with PHIL JOHNSON and we were talking about
how to get Mr. HOGAN of HOGAN'S alley.to work in the name
of FINE FURNITURE in his introduc-
tory address so" this magazine would
get some advertising out of it —
Table Talk • When who should pop
up but F. STUART FOOTE.
This feller Foote says he is having a big luncheon the next day out
at the plant of the Imperial Furniture Company and — would I come
out and say a few wds?
Says I: — "I would for a coupla
tables."
As usual, Shafer is wrong. The wooden nymph irom Pe-Roo is no nymph. Further,
her right name is Poulettre and she works in the cafe Lion de Beliort. 110 Rue Denfert Rochereau, Paris. (Advt.)
for
FEBRUARY,
25
1937
to say that he had sold Imperial
Tables for 30 years and never had
a better seller.
Then he calls for a rising acclamation of Mr. F. Stuart FOOTE.
Everybody present got up and I
thought Mr. Foote would say a few
words and then call on me. But
what happened?
ler right there. He apologized. He
wanted me to stay over 2 more
days. He said he was ashamed of
himself.
But — My Countrymen! — up to
this time I have never received a
table.
All Up and 10 to Go • Once he got
on his feet there was no stopping
him. He went on to say that it was
the profits he made off'n the boys
that paid for his new building. He
said he never put a table on the
sales floor that was marked up at
less than cost. And after he went
on that way a while he closed the
meeting and everybody departed —
leaving me sitting there with ten
priceless stories to tell — (including
the one on the Pee-Roo wooden Circus Wagon Nymph) —and nobody
to tell them to except my faithful
follower — Mr. Johnson.
Gainful Gambles • After that
meeting Phil and I went over to see
ED GAMBLE and TED GAMBLE and GORDON GAMBLE
and were they taking orders? —
(ADVT) •— but I came home unplacated — and I'm still as sore as
a bunion about it. And if I don't
get my tables now for all this free
advertising, I'll go up and burn the
plant of the Imperial Furniture
Company — (Advt) — which is so
arranged that there is only one door
and you can't get out without EDDIE SOMES (that's Sergeant
Somes) —and some of them other
salesmen up there knocking you off
for a bill of goods.
Hands It to Foote • At first I was
chagrined. Then my Dutch arose.
I met another feller named Schaeffer from New York. He is the president of the "OF" club. He can
have that distinction. I don't want
it. And so I tackled this Foote fel-
Grand Diapason of the Guild
of Former Pipe Organ Pum.pe.rs
and Prop'r of the Travelling
Magic Lantern Show that's a
Doozy—(ADVT). Write for
prices.
yrs
(sgd)
CHET SHAFER
CUTLETS, VENEERS, CARVINGS
I
T looks to me as if there is an overindulgence of furniture with the
henna rinse," was one of the more
or less confidential comments on
new market offerings by a distinguished visitor at the Chicago and
Grand Rapids expositions — Richardson Wright, famed editor of
House & Garden, in referring to
the vogue for bleached woods.
Shrub to Sink • Prominent throughout both markets, were many promotions centered around House &
Garden's "Ideal House" for 1937.
Conceived by brilliant Marian Taylor, competent Robert Locker and
Margaret Dargan, the House and
Garden staff have developed, complete from shrub to sink, the ideal
house of the year. Several of the
houses will be built during the
spring by leading contractors in
various sections of the country. Designs, specifications and furnishings
will be ready in April — a signal
for simultaneous retail promotions
in which scores of stores plan to
participate, featuring merchandise
from leading manufacturers "as
selected and approved" by the mag-
Thrifty to be Smart • "A few years
ago it was 'smart to be thrifty';
now I feel that people who really
know and appreciate fine furniture
will find their guide in a reversal,
'It's thrifty to be smart'."
"I see less and less bad design
among the markets, especially in
Grand Rapids. Taste is improving,
and I am glad to see the manufacturers appreciate it. Yes, indeed,
it's thrifty to be smart — there are
so many fine, smart things on the
market these days."
azine's editors, preceding the market.
Cutlets to Carvings • Spark plug
of House Eif Garden is Richardson
Wright — a leading figure with the
horticulturists and epicures as well
as with the decorators. In fact, when
globe-trotting Hollis Baker naively
suggested that"Dick" foretold the
trend of furniture styles by the
trend in cooking, Wright admitted
the accusation.
"For," he commented, "when
money is scarce meals become less
fussy — more attention is given to
more carefully and properly serving simple dishes. When times improve there is a return to more
'lush repasts'."
Wines to Veneers • And while it is
a far cry from wines to veneers or
cutlets to carvings, nevertheless, as
the distinguished editor pointed out,
"We find the simple things, nicely
done, a trend of the last few years
—- but now as there is more money
to be spent, you are due to find the
use of more ornamentation."
Eraser Designing Best • "Another
thing, I have found out about the
RICHARDSON WRIGHT
. . . Accused of forecasting furniture
styles by cooking trends.
similarity between good designs and
beautiful flowers. I can stand at
the back entrance of the horticultural exhibit in New York and tell
who will win the prizes by what the
exhibitors throw out. The best designing is done with the eraser. It is
what is left off, as much or more
than what is put on, that makes
really fine design."
The Great Human Urge • "The industry is in for a great revival. Not
only the great upturn in building;
but money is coming into new
hands. And it is invariable that
when this happens one of the first
things people spend their money for
is beautiful new furnishings to give
them a background of tradition and
social position. It's a great human
urge that sells more high priced
furniture than any other incentive."
Refers to modern as a leftist
movement, explaining that we have
yet to find where functionalism ends
and charm begins, has a faculty for
expressing in cryptic phrase or sentence what it would take another
person so many paragraphs to expound— that he would probably
miss the point.
FINE
26
FURNITURE
Homefurnishing N e w s and
Dent B&G New G.M.
Berkey & Gay Furniture Co. announces
that T. Ashley Dent has been appointed
general manager of the company's operations.
Few men are better known in the furniture industry than T. Ashley Dent, whose
ability in furniture sales and production are
renowned.
"I am happy to confirm the report that
the board comfirmed the appointment of
Dent as general manager of Berkey & Gey,"
said Frank D. McKay at the close of the
January market. "With the rapid expansion
of the reorganized Berkey & Gay Co., which
now7 has three plants operating at full capacity."
ican public that Guild furniture can be obtained for no greater expenditure than unidentified furniture. According to Ed Weir,
business manager, each Guild manufacturer
will concentrate on not more than two suites,
thus giving Guild dealers wide selectivity,
and a committee has arranged so that there
will be no duplication.
The program will be presented on nationwide scale the first week in May by Guild
stores through direct mail and newspaper
advertising. Six dealer display ads for dealer
use, a 16 page offset book presenting the entire group, imprinted with dealer's name, for
less than three cents each including envelope, have been prepared by the Guild.
Wages Advance 5%
A study of five typical operations made
by the National Assn. of Furniture Mfrs.
showed that wages in the furniture industry
have advanced an average of 5 % since
Sept., 1936, according to Dr. A. P. Haake,
managing director, who added that there
was a rise in wages of less than 2 % average from March to September. Some manufacturers have advanced wages more than
5%, others plan to make increases as high
as 10%, according to the report, which
shows that materials have risen even more
than labor costs.
Says the bulletin, "Many manufacturers
are doing what a well-known leader in the
Hill Heads Hastings Co.
Controlling interest in the Hastings Table
Co., Hastings, Mich., has been acquired by
Fred E. Hill, Grand Rapids, recently elected
president and manager of the company. The
Table company offices, moved to Grand Rapids Dec. 1930, when the company was
bought by the Widdicomb Furniture Co.,
were removed to Hastings Feb. 1, 1937.
Other new officers of the firm include Ed
Simons, vice-president; Fred Hill, Jr., secretary; M. H. Houseman, treasurer.
"Neva-Wet" Product
A new chemical discovery recently put on
the market is "Neva-Wet," claimed to render all fabrics, fibres, leathers, water and
moisture repellent. Produced by the NevaWet Corp. of America, New York, manufacturers have found that treating materials
with the product causes them to be spot,
stain, perspiration resistant; makes unfast
dves fast.
New Baker Catalogue
T. ASHLEY DENT
. . . Knows furniture and how to sell it.
The announcement elicited comment from
Frank M. Sparks, editor of the Grand Rapids Herald, in his inimitable column, ''Reflections of An Editor," as follows:
"It was with a great deal of pleasure that
I learned my old friend, T. Ashley Dent, is
to be made general manager of the Berkey
& Gay Furniture Co. I don't know where
they could have picked a better man for the
job. He knows furniture, how to make it,
how to sell it. He knows the manufacturers,
the salesmen and the dealers. He always
was referred to as one of the half-dozen
greatest salesmen in the business."
Dent joined the Berkey & Gay Furniture
Co. a year ago, soon after its reorganization
by Frank D. McKay and Abe Dembinsky,
and became metropolitan sales representative of the New York territory.
Although Dent will make his home in
Grand Rapids, he will continue to give his
personal attention to the important eastern
territory. The Berkey & Gay New York
office at 101 Park Ave. will be directly in
charge of B. J. Hannewyk. who will actively
serve the New York accounts.
Guild's Spring Program
Presenting a spring merchandising program
for Guild dealers, the Grand Rapids Furniture Guild plans to demonstrate to the Amer-
Recent publication of the James Bayne
Co. is the 1937 Baker Furniture, Inc., Holland. Mich., catalogue of 126 pages illustrating Baker furniture. The book deals
with Period and Contemporary pieces, including furniture for the living room, dining
and bedroom. Divided into three sections, it
pictures Baker's Connoisseur, Old World
Finish, Milling Road Shop ensembles.
Artistic and informative
EDWARD H. KOCHTITZKY
. . . His leadership will be missed
industry has just done in apprising the
trade of cost elements ranging from 15% to
46% higher, and the necessity of higher
prices in consequence."
It was also made known that the Robert
W. Irwin Co. quotes increased prices of
15% to 30% in lumber, 46% in veneers
used for backing and cross banding, 40% in
mirrors, 15% to 20% in upholstery fabrics,
as necessitating an advance in their furniture prices.
KOCHTITZKY—Mount Airy, N. C.
One time president of Southern Manufacturers' Assn., head of the Mount Airy Furniture Co., Mount Airy, N. C , Edward H.
Kochtitzky died recently after an illness of
several weeks. A native of Missouri, Kochtitzky came to Mount Airy when a young
man, organized Mount Airy Furniture Co.
which expanded from year to year until today it is counted one of the leading furniture plants in the south. Widely connected
in civic, religious and business circles, he
was honored by every high office at the
command of the community.
Kochtitzky, progressive, energetic and fair
in business transactions, w"as a beloved
character in the furniture industry. His
leadership in the activities of S.F.M.A.
will be missed.
for
FEBRUARY,
27
1937
ASSOCIATIONS and their activities
No furniture association is too small to gain recognition in the columns of
FINE FURNITURE and we urge secretaries of all city and state associations
to send us regularly up-to-the-minute
news of their activities,
FINE
FURNITURE will print each month as much of this news as space permits.
—The Editor.
New C.F.A. Officer
Vice-president of the Flint-Bruce Co.,
Hartford, Conn., George M. Butler was
elected treasurer and secretary of the Century Furniture Associates. A group of 48
first-ranking furniture stores in 16 states,
the organization's prime purpose is to effect
group buying, large scale purchases enabling
individual Century stores to benefit from
lower prices.
0
Huhn Heads Assn.
Peter Huhn, Furniture Salesmen's Club
of Wisconsin, was elected president of the
National Wholesale Furniture Salesmen's
Assn., at a recent meeting of the board of
directors. Other officers include R. J. Luger,
first vice-president; Laskar Kahn, second
vice-president; C. Gerd, third vice-president;
Harold Davis, secretary-treasurer. J. M.
Bachrach, retiring president, was elected an
honorary director.
d
G. R. Salesmen's Club Meets
Elected president of the Grand Rapids
Furniture Salesmen's Club was Edward L.
Ransom, Imperial Furniture Co., to succeed Charles R. Sligh, Jr. Jack Cooper, West
Michigan Furniture Co., was elected first
vice-president, Arthur B. Windsor, Woodward Furniture Co., Owosso, second vicepresident, Charles F. Campbell, secretarytreasurer, Clark Beiriger, assistant secretarytreasurer. Directors elected for two years
are Charles R. Sligh, Jr., Jack Cooper, Lawrence Hill, Charles F. Campbell, E. L. Ransom, Clark Beiriger. Directors elected for
one year are Chester Kiekintveld, Arthur B.
Windsor, Arthur Bracket, Carl Fowler, Ted
Maris, Nate Bryant.
A resolution passed supporting the exposition association in its decision to hold only
two markets a year, May and November,
dropping January, July markets; guaranteed
not only its support to the two-market plan
but its assistance in advertising and carrying out the plan.
Frank Stisser, Estey Furniture Co., Owosso, was appointed chairman of a permanent
membership committee, will name his own
assistants. The club will make an active
campaign to bring into its ranks all the
salesmen working in the Grand Rapids
market.
Charlotte Assn. Meets
Elected president of the Charlotte Retail
Furniture Dealers Assn., was Harold G.
Robinson to succeed Reese Ivey. Other officers elected were A. R. Edwards, manager
of Belk's furniture department, vice-president; C. M. Farriss, Farriss-Payne Furniture
Co., secretary-treasurer; O. A. McKeithan,
public relations chairman.
Orr Heads Furniture Club
Former vice-president of the Furniture
Club of America, Hunter K. Orr, Coleman
Furniture Co. and Pulaski Veneer Corp.,
was recently elected president of the association. Other officers included Gordon
Robinson, executive vice-president of the
American Furniture Mart, first vice-president; W. H. Holabird, Holabird Co., second
vice-president; William E. McCauley, Jr.,
of Leath & Co., third vice-president; Lawrence H. Whiting, president of the American
Furniture Mart, treasurer; W. C. Gorgas,
secretary.
Detroit Club Officers
Officers elected at the annual meeting of
the Detroit Furniture Club recently were:
President, Harold E. Sepull; vice-president,
James L. Stein; secretary-treasurer, Louis
Grabowsky.
1
Weber Heads Jamestown Assn.
Elected president of the Jamestown
Traveling Salesmen's Assn., whose members
are employed almost exclusively in the furniture manufacturing industry, was Karl J.
Weber to succeed George H. Dudley of
Kling Factories, Inc., Mayville. Other officers elected at the annual meeting were,
Ernest H. Anderson, vice-president; John C.
Shearman, treasurer; Mark N. Berry, secretary. Dudley was elected trustee for two
years; Alfred E. Jones, Edward J. McGee
were appointed members of the furniture
market association committee representing
traveling salesmen; Albert Anderson, chairman of the summer outing committee.
0
Assn. Elects Officers
Re-named president of Jamestown Furniture Market Assn. for 1937 was Earle O.
Hultquist, president of the Jamestown Royal Upholstery Corp., at the recent annual
meeting of the Association. Also elected
were Nathan J. Anderson, Empire Case
Goods Co., vice-president; Richard L.
Swanson, Jamestown Lounge Co., vicepresident; Leo J. Heer, executive secretary.
Xewly elected members of the board of directors included: Claude W. Butler, Atlas
Furniture Co., Floyd C. Pickard, Jamestown
Sterling Corp., Chester Helgren, Kling Fac-
P. E. Kroehler, Froehler
Mfg. Co., (center, observes how o Ca-Vel
fabric stands up under
grueling punishment of
•wear-test machine. He
is shown talking it
over with E. L. Stites
(left), field representative, and R. N. Tandler, upholstery sales
manager, of Collins &
Alkman Corp.
tories. Re-elected directors were Waters C.
Davis, Davis-Randolph Furniture Co., Alldor M. Nord, Union-National, and directors
whose terms have not expired are Frank
E. Shearman, Jr., Maddox Table Co., Howard M. Kay, Star Furniture Co., Axel Eckberg, Alliance Furniture Co.
«
NRFA Retains Name
Contending that only by changing the
title and embracing the whole homefurnishings scene could the NRFA really be representative of the vast industry of which its
members are the major retail outlet, Clarence Niss of C. Niss & Sons, Milwaukee,
roused intense discussion recently. (FINE
FURNITURE—Dec.) That the admission of
new types of dealers to membership would
complicate the functionings of the organization was an expression frequently heard,
although Niss explained that his plan did
not call for a drive for membership among
electrical dealers for example, or other types
of outlets whose interests are often inimical
to those of the furniture store. He suggested
that plans for membership expansion be
carefully studied but that essentially he
strove to give the furniture merchant an
awareness of the fact that today he is really
a homefurnishings merchant. Various objections arose to changing the name of NRFA
as Niss suggested, including the opinion that
it had acquired considerable value and importance, to discard it would be a serious
matter. Other speakers opined that the
name "furniture store" had been dropped by
some of the foremost establishments who
were now advertising themselves as homefurnishings centers or homefurnishings department stores; some said that people
knew they could obtain other wares m a
furniture store besides furniture. As a result of the controversy, the name NRFA
was retained; members showed a desire that
the body continue its educational and promotional work in these fields.
fis*
28
FINE
NEW
FIRM NAME
STORES
STREET
CITY
AND NUMBER
AMERICAN FURN. CO.*
Kilgore, Tex.
ART FUBN. CO.
Canton, Ohio
ARTISTIC FURN. CO
St. Louis. Mo.
BAILY-WAGNER, INC.f
Springfield, Mass
BERCOVICH 4 SONf
Oakland, Cal
BISHOP FURN. STOREf
Albion, Mich
BOETTCHER FURN. CO.f
Waterloo, Iowa
CERONE FURN. STORE
Camden, N. J
CHAPMAN FURN. CO.f
Florence, Ala
COHEN FURNITURE CO.f
Charleroi, Pa.
(Formerly Woodward Furn. 4 Carpet Co.)
COLLIER FURN. CO
CORLEY FURN. STORE
CROUCH FURN. CO.f
DIXIE FURN. STOREf
(Formerly Hill Furn. Co.
DRUSS FURN. STORE
ECONOMY FURN. STOREf
FORD FURNITURE CO
FORT COLLINS FURN. CO.f
FORT PLAIN FURN. STORE
FREEMAN FURN. STORE
FURNITURE WAREHOUSE
GAMBLE STORE*
HARRIS FURN. CO
HERMANSTORFER STORE
HERSE 4 SON FURNITURE CO
HUDGENS FURN. STORE
IRVINE FURN. STORE
IRVINE FURN. STORE
J. 4 J. FURN. CO.f
KENT FURNITURE CO.
KIMBRELL'S FURN. CO.*
S. KOHN 4 SONS CO
LAMPASAS FURN. CO.f
LAWRENCE FURN. CO.f
LEON'S FURN. STORE
LEWIS FURN. CO.
LOUD'S RADIO SERVICE
LOVELACE FURN. CO.f
McCARTY FURN. CO
McDANIEL-ERVIN-HINSHAW FURN.
CO
MARTIN FURN. CO.f
MAXWELL FURN. STOREf
MA YES 4 WILLIAMS
MILLERS FURN. STORE
MODERN ELECTRIC STORE
MONTGOMERY 4 ROWELL
FURN .CO.f
NOTHEM FURN. STORE
PORTAGE RADIO 4 HOME
APPLIANCE STORE
PUGET SOUND FURN. CO.
QUINN FURN. CO.f
SCOTTSBLUFF FURNITURE CO
RICHMOND FURN. CO.
ROBERTS FURN. CO
SCHER FURN. CO.
SELZER'S FURN. STORE
STEINER FURN. CO.f
Fourth St.
Gano Ave
Worthington St..
13th Street
N. Superior St. .
314 4th St
Third St.
S. Court St.
Duncan, Okla
Anson, Tex
Batesville, Ark
Bowling Green. Ohio
Main St.
Galveston, Tex.
McConnellsville, Ohio
Gallatin, Tenn.
Greeley, Colo
Fort Plain, N. Y
Carrollton, Mo
Milwaukee, Wis
Kenton, Ohio
Cheyenne. Wyo.
Sigourney, la
Albion, Neb.
San Angelo. Tex
Irvine, Ky
Port Arthur, Tex
Charlotte, N. C
Fitzgerald, Ga
Charlotte, N. C.
Cleveland, Ohio
Lampasas, Tex
Lawrence. Mass.
Lebanon, Pa
Huntington, W. Va
Red Bank, N. J
Festus. Mo.
Abilene, Tex.
2322 Market
Center St
N. Water St.
159 Linden
PROPRIETORS
. D. C. Newman. .
A. Malicord
L. B. Palen
. V. Cerone
S. S. Chapman
L. B. Cohen
M. E. Cohen
S. M. Cohen
H. H. Corley
Main St.
223 N. Main
E. Benton St
920 Monroe
East 17th
Fourth St
N. Chadbourne Ave.
610 Proctor
200 S. College
103 E. Pine
E. Trade St
E. 105th St
Third St
540 Essex St
121 N. Eighth
17 Mechanic St.
1141 N. Second St.
Durham, N. C
Seattle, Wash
Greensburg, Pa
Knoxville, Tenn
. . . Schenectady, N. Y.
. . . . Klamath Falls, Ore.
Eight Ave
S. Maple Ave
ParkRd
Nott Terrace
121 S. Ninth
Abilene, Tex
. . . . Remsen, la
265 Chestnut
South Bend, Ind
....Tacoma, Wash
Burlington, N. C
Scottsbluff, Neb
... Richmond, Tex
. . . . Adrian, Mich.
. . . Jersey City, N. J
... Waterloo, la.
. . . . St. Louis, Mo
FURNITURE
.
1434 Portage
Broadway
South Main St.
. . .24 W. 17th St
209 N. Main
278 Newark Ave
405 W. 4th St
3409 S. Jefferson
. G. W. Shaver, W. H. Hill
DATE
OPENED
. Nov. 29
. Jan. 17
... Jan. 4
. Jan. 15
. . . Dec. 3
..Dec. 7
. . Jan. 15
Nov. 24
....Jan. 1
. Nov. 19
. Jan. 5
Dec. 10
Nov. 13
..Dec. 1
A. Druss, T. Schrieber . . . Nov. 28
Nov. 19
S. Cunningham
Nov. 11
A. Ford, H. Ford
Jan. 11
W. L. Peterson
Dec. 15
. L. Chelette, O. Mann
Nov. 25
R. W. Freeman
Nov. 20
Emil Bettinger
Nov. 20
A. P. Henry
..Dec. 1
Nov. 19
J. R. Hermanstorfer
Dec. 10
Dec.
20
Carr Hudgens
. Jan. 7
Roy E. Witt
Nov. 29
E. J. Irvine
. H. A. Johnston, F. D. Johnston Jan. 17
Nov. 24
Hoyle
E. H. Hillis, W. E. Kimbrell Jan. 15
Dec. 12
. W. S. Kohn
.
Jan. 7
. Briggs
. Dec. 1
Lebow, Berenson
Nov. 18
J. A. Lentz, H. Houser
. Jan. 6
S. Kabat
Nov. 26
V. F. Loud
Dec. 18
Dec. 2
. L. B. McCarty
E. W. McDaniel
W. H. Ervin
W. B. Hinshaw
E. S. Martin
...W. H. Maxwell
A. Mayes, D. Williams
C. Miller, W. Miller
.. . F. A. Platner
Jan. 1
Jan. 8
. Jan. 7
. Jan. 13
Dec. 10
. Dec. 4
E. L. Montgomery, L. Rowell Nov. 30
Nov. 19
. Joe Nothem
. R. C. Hamilton
. Ben Slotnick
C. Quinn
. G. Beaudry
H. L. Kartus
. G. Roberts, J. Finnegan
Dan Scher
. . L. Q. Selzer
D. Loebel, C. Steiner
Nov. 27
. Dec. 9
Dec. 31
Nov. 19
Nov. 5
Nov. 30
Dec. 10
Feb. 1
Nov. 29
lor
FEBRUARY,
29
1937
STRANGER FURN. CO
SWAN FURNITURE STORE
SWEENEY FURN. STOREf
SWIRE FURN. STORE
TATUM FURN. STORE
TRI-STATE RADIO SHOPf.
UNITED FURN. CO.f
VAN SCIVER FURN. CO. .
Ann Arbor, Mich.. . .
Perry. la.
Carrollton, Ohio. . . .
Albany, N. Y
Morton, Tex.
Breckenridge, Minn.
Seattle, Wash
Allentown, Pa
WALT'S RADIO STORE
THE WAYNE STORE .
WAYNES FURN. CO.
WILSON FURN. CO.
WITT FURN. CO
WOLBACH FURNITURE
Annex*
. Crosby, Minn
Woooster, O
Wayne, Ohio
Hot Springs, Ark.
Irvine, Ky
Grand Island, Neb.
* Branch store or unit of chain.
. Liberty St
Lisbon St.
49 S. Pearl St.
. South Main
208 N. Filth
Western Ave
. Hamilton St
S. Market St
Hobson Ave.
F. B. Schlesinger
R. E. Swan
H. Sweeney
A. Swire
John Sellen
Nov. 19
Jan. 5
12
31
26
18
27
20
Nov.
Dec.
Nov.
Nov.
Dec.
Nov.
L. Greenbaum
I. B. Van Sciver, Sr.
J. B. Van Sciver, Jr.
L. Van Sciver
R. Van Sciver
W. Hasskamp
G. W. Spangler
A. A. Shamp
C. W. Wilson
R. E. Witt
C. J. Dolan
Nov. 19
Dec. 3
Jan. 14
Mar., 1
Feb. 1
Dec. 1
t Change of name or address.
PEOPLES FURNITURE STORE SHOWS 500% INCREASE
N
EW business methods, new location, appropriate advertising,
combined with the present better
business trend, caused a 500% increase in sales at the Peoples Furniture Co., San Bernardino, CaL,
according to owner Everett Westervelt. The advertising campaign carried on after the store had been
moved from a side street into the
center of the business district of the
city, cost $1,000; WTestervelt considers the amount well-spent, it bringing in people from all over the country, creating the wave of business
that has continued ever since. Advertising consisted of four-page
broadsides distributed to homes in
the city; letters mailed out to 4,000
customers; hand bills placed in
parked cars; ads run in local papers
and in some of the papers in adjacent towns.
Floor-space covers over 20,000
feet in the two floors and balcony,
and corner location of the building
provides display space on two
streets. Window displays are really
floor displays in that the latter extend up to the show windows. At
night the entire main floor is brightly lighted so that passersby can see
displays, and floor arrangements are
constantly changed.
Says Westervelt: "Our customers
are enthusiastic over our elimination
of regular window displays. It not
only allows shoppers to see more
merchandise when passing, but
when particularly interested in some
item, they may enter the store and
go directly to it, without having to
hunt around for the section of the
store where it is stocked."
Gas appliances are extensively
pushed in the Peoples store, and
are displayed on the side-street side
on the first floor. It has been said
that the company makes a bigger
percentage of gas appliance sales to
regular customers than any other
furniture store in Southern California, probably the principle reason
being the graduated scale of commissions which is paid to salesmen
as a bonus for selling appliances;
2% commission being received
above regular salary on sales made
in the store, 5% commission if it is
necessary to call on the customer in
her home, which must be done on
the salesman's own time; 7% is
made when salesman secures and
sells his own prospect, other than
regular store customers.
Large credit, business, at least
80% instalment plan, is done by
the Peoples Furniture Co., and during 1935-6 loss on accounts has been
less than one-half of 1%. As a follow-up on the falling off of payments during the depression period,
Westervelt wrote a personal letter
to such customers, as follows:
"Things have changed greatly for
the better for most people in recent
months. We find that many customers who were unable to pay their
accounts to us while the depression
was on are now able to make regular payments again . . . We ask
that you give your attention now to
the statement enclosed. If you are
still unemployed, please call at the
office to discuss the matter with us."
These letters, followed by telephone calls if the customer still
failed to settle accounts, have resulted in 33^4% of old charges being
paid off, will undoubtedly result in
the payment of more.
W7estervelt finds that his trade demands medium priced furniture in
Monterey, Early California, modern, the latter fast becoming the
most popular. Average priced rug
amounts to $33.50; best selling gas
range is $118.50; other items range
in this comparative price level.
lll'l
From side street to main street nets impressive increase
4
30
FINE
C L A S S I FIED
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.
Salesman Wanted • Manufacturer of
bedroom and dining room furniture in the
Grand Rapids district needs representative
in southern territory covering the states of
North Carolina, South Carolina, Florida,
Georgia, Alabama, Tennessee and Kentucky.
Medium priced, well styled and constructed
in both traditional and modern motifs, the
line is popular and assures a ready sale.
Write Box 133, c / o FINE FURNITURE, Grand
Rapids, Mich.
DESIGNER'S SERVICES • For furniture
manufacturers requiring designer's services
I can offer experienced qualifications. Am
capable of styling a line and following designs throu factory production. Box 151.
William W. Flusser
Furniture Representative
42 East 32nd Street
Xew York City
FULL COVERAGE
FINE FURNITURE display and classified advertisements reach the cream
of the retail furniture trade, covering
retail furniture and housefurnishing
stores, department stores with furniture and housefurnishing departments
and interior decorators.
Reader interests, large distribution
and low cost of advertising, distribution considered, make FINE FURNITURE a sure fire medium for maximum
results.
Full information and rates on request.
Address
Fine Furniture Magazine
DeWolfe. Box 130, FINE
FURNITURE.
Subscribe for F I N E F U R N I T U R E
$2 per year in United States
Waste Materials for Fuel
A new device, the Conklin Refuse Feeding System, designed and built to handle,
automatically, sawdust, shavings, sanding
dust, hogged waste wood, has been developed and perfected by E. Kennedy Conklin.
designer and engineer, Grand Rapids. Effecting a saving of 30% to 40% in fuel
bills by proper handling and burning of
waste materials, the Conklin Refuse Feeding
System has been built with expert care and
fine workmanship to withstand long and
uninterrupted service, has been found to
more than pay for itself in less than a year.
One of the largest woodworking manufacturers in Grand Rapids has instaled this
system in his power plant, connected it to
two boilers of 650 H.P. with three distributors operating at such satisfactory savings
and fine performance that he voluntarily
recommends and indorses it 100% to the
woodworking industry.
Plants which have a very small amount
of sawdust or waste wood will find that the
Conklin device saves 2 5 % to 30% by keeping the air out of the furnace; saving of
40% where there is a quantity of material
available.
The material is blown from the Cyclone
direct to a specially designed storage bin
where the air is removed by ventilators, the
bin being so designed that the material cannot cake or arc over. Mechanical agitators
feed it to the screw conveyor which, in turn,
by being directly connected to an automatically controlled feeding device, deliver a
greater or lesser amount as is required to
maintain an even steam boiler pressure.
Down spouts from the conveyor are supplied
with windows so that the operator can sec
that they are feeding, the spouts being fur-
W L KIMERLY
— STUDI O —
WATERS-KLINGMAN BLQ,
R^PIDJS
Chicago Office —15U E. Erie St.
FINE FURNITURE.
DESIGNER AND DECORATOR • Desires
position with furniture manufacturer wanting to redesign and improve line, or with
Decorative firm or department where ability
to design and sketch are essential. 15 years
with the Hayden Co., also with Miss Elsie
FURNITURE
Grand Rapids
Michigan
Do you have calls for unusual furniture? Are you looking for salesmen, wholesale or retail? FINE
FURNITURE'S classified ads bring
results.
nished with adjustable mechanical gates so
that one or more boilers may be fed at the
same time. They are connected to and
mounted on the Conklin distributor which
is driven by a one-third H.P. motor and
the distributor spreads evenly over the entire grate area where the material burns in
suspension. Instantaneous comhustion, 100%
fuel value are obtained from the waste
MAILING LISTS
POLKS
GET OUR FREE
REFERENCE
OOK^W
MAILING
I LIST CATALOG
Gives counts and prices on accurate guaranteed
mailing lists of all classes of business enterprises in the U. S. Wholesalers—RetailersManufacturers by classification and state. Also
hundreds of selections of individuals such as
professional men, auto owners, income lists, etc.
Write today for your copy
R.L.POLK&CO.
Polk Bldg.—Detroit, Mich.
Branches in Principal Cities
World's Largest City Directory Publishers
Mailing List Compilers. Business Statistics. Producers of Direct Mail Advertising.
JOURNEY'S END
MADSEN—Salt Lake City, Utah
H. Harry Madsen, 51, secretary of the
P. W. Madsen Furniture Co., leader of Salt
Lake City, Utah, fraternal and charitable
organizations, died Jan. 14 of pneumonia.
DAVIS—South Bend, Ind.
L. G. Davis, 38, owner of a furniture store
in South Bend, Ind., died Jan. 18 after an
emergency operation for appendicitis.
LANGFORD—Newberry, S. C.
John Julius Langford, 60, connected for
35 years with Newberry furniture business,
died Dec. 29.
McCORKLE, Greer, S. C.
W. D. McCorkle, 62, secretary-treasurer
of the Greer Furniture Co., Greer, S. C ,
died Jan. 7 after three months' illness.
material. Furnace linings, grates, last much
longer; there is no haystacking or piling up
of the material on grates; the system regulates the feed of material at all times. Produces perfect combustion, lowers stack temperature, reduces smoke nuisance to a minimum. Waste wood properly hogged, shavings
and sawdust have a fuel value of 6000 to
8000 B.T.U. as compared with 12.000 to
14,000 B.T.U. obtained in the better grades
of coal. Certainly, the Conklin Refuse Feeding System wil pay for itself in less than
a vcar.
DeNEVERS—Woonsocket, R. I.
Arsene B. De\Tevers, 62, proprietor of the
Boston Furniture Co., Woonsocket, R. I.,
died Jan. 3, following an illness of five
weeks.
CALKINS—Pueblo, Colo.
Nathan W. Calkins, 71, pioneer Pueblo
furniture dealer, president of the CalkinsWhite Furniture Co., died suddenly Dec.
27. after a heart attack.
for
FEBRUARY,
1937
31
THE BLONDE TREND . .
Conceived by the country's leading designers,
Estey styles and price ranges offer opportunity
to buy quality merchandise at a price. Wide
acceptance has proven the merit of Prinzwood
in the blonde wood trend and finesse of good
design and good craftsmanship has made Estey
the leader in modern interpretation.
DISPLAYED IN
WATERS-KLINGMAN
BUILDING
ESTEY MANUFACTURING CO.
MICHIGAN
OWOSSO
WHEN
Credits and
(offeclion
LYON
V
WE HAND
MERCANTILE
AGENCY
YOU
THIS KEY .
AUTHUR S. LYON, General Manager
Esl. 1876—Publishers of LYON-RED BOOK
"VT OU might as well own the McAlpin.
•*• Certainly the hotel is yours from the
standpoint of convenience, comfort and
service. Everything to contribute to carefree enjoyment of your visit to New York
is at your instant beck and call.
Combine our friendly, courteous service;
large, comfortable rooms; convenient location and unusual economy; and you will
understand why we truthfully say: "There
is no greater hotel value in New York."
JOHN J. WOELFLE, Manager
The nationally recognized
CREDIT AND COLLECTION AGENCY
of the FURNITURE INDUSTRY
and trades kindred—Carpet—Upholstering—Baby
Carriage — Refrigerator — Stove — Housefurnishing
and Undertaking
HOOK OF RATINGS—CREDIT REPORTS—COLLECTIONS
-ROOMS WITH BATH FROM) .50 per day
Single
4
i .00 per day
*" Double
.50 per day
H Twin-bedded
HOTEL McALPIN
"The Centre oi Convenience"
BROADWAY AT 34th ST., NEW YORK CITY
OFFICES
N.w York, N. Y.
Boston, Mass.
Philadelphia, Pa.
Cincinnati, Ohio.
Chicago, III.
Grand Rapids, Mii-li
High Point, N. C.
Los Angeles, Cal. -
185 Madison Ave.
North Motion Industrial Building
L2 South 12th St.
6 E. Fourth St.
.201 North Wells Street
Astotiiition of Commerce Bldg.
_ tt'jchovia Hunk BIdg.
Ulh St. at Broadway
We appreciate your •mentioning you saw this m FINE FURXITURF.
FINE
32
FURNITURE
COMPACT—PRACTICAL
AUXILIARY HEATER
The MULTIGLO electric heater is compact; only IS"
high, it weighs 5^4 pounds. Contains six heating elements
with convex chromium reflector behind each.
Quick heat when you want it,
in any room. Warm floors to
protect the children from drafts.
The MULTIGLO is the first genuinely practical device
ever created for auxiliary heating needs, representing an
entirely new departure in room heating devices. Throws heat
in not one but in all directions and is guaranteed for two
years against defective workmanship or parts.
The MULTIGLO can be placed anywhere in the home
with no possibility of damage to furniture. Easy to carry
to any part of the house, the MLTLTIGLO is simply plugged
into a wall socket (voltage circuits are marked on the name
plate for your convenience) and immediately cold air is
absorbed, heated, diffused, in every direction. This constant
diffusion and air replacement causes a natural circulation of
healthful warmed air that penetrates every part of the
MULTIGLO-heated room.
Handsome a p p e a r a n c e a d d s
beauty to any room. Harmonizes
with any color scheme.
Xo room is ''hard to heat" if
you have a Multiglo. Easily carried from one room to another.
The perfect heater for trailer and the home.
Can be used in both.
Retail price $16.50
Subject to regular discovints
as indicated in this Magazine.
Patented and Manufactured
by
C. T. ELECTRIC CO.
Div. J. C. Mfg. Co.
JACKSON, MICHIGAN, U.S.A.
a££ the,
ROOM
We appreciate your mentioning you saw this in FINE FURNITURE