january • 1937

MAGAZINE
MRS. MONABELLE L. KERR
A product well displayed is half
Two dollars a year
20 cents a copy
JANUARY • 1937
Grand Rapids,
Michigan
SICA.VELI
Prospects of a good selling year look bright indeed. And you can make
them even brighter —by covering a large percentage of your 1937 line of
furniture with the 1937 fabrics that bear the Ca-Vel label.
You naturally expect to find a few innovations among these smart new
fabrics. You'll find much more than that! You'll find an array of new
colors, new textures, new weaves that present a whole new world of
decorative possibilities for all types of furniture—modern, semi-modern,
and conventional. The swatches pictured here afford only the merest
indication of the infinite variety available.
Enter your selling season well equipped for a prosperous year —with
furniture covered in the 1937 Ca-Vel fabrics that possess the triple sales
appeal of smart style, wide variety, and popular price.
COLLINS & AIKMAN CORPORATION
200 Madison Avenue, New York, N. Y.
Merchandise Mart, Chicago, 111.
Wc.v.-cr* of Ci Yd
All Mohair Fabrics Gti.
SEE THE
CA-VEL EXHIBIT
AT THE
MID-WINTER
MARKET
CA-VEL
No. 175 Bedroom Suite
T
HE development of this Federal American Bedroom suite resulted from the outstanding success
achieved by the matching dining room group. The Federal American Bedroom grouping illustrated
is a very worthy contemporary of the Dining Room group that preceded it.
Many of the pieces are exact replicas of treasured antiques from the historic homes of old Virginia,
when that state stood first in culture and gracious hospitality.
Made of all Cuban Mahogany, the ensemble is unusually flexible, containing in all fourteen pieces,
with a choice of poster or panel beds in full or twin size, dresser, vanity, dressing table, chest, chair,
night stand, bench, and a choice of mirrors.
Many other dining
room and bedroom
groups in a great
variety of woods and
finishes, as low in
price as any dealer
dare sell -who expects
today's sales to build
tomorrow's reputation for dependable
furniture and honest
values.
Several units of the Federal American groups were
selected by House & Garden magazine for use in their
"Ideal House."
On the January market, we offer our 1937 ensemble, the Charleston
group comprised of 18 correlative pieces. A bedroom ensemble in
which the true American spirit has been expressed, the originals
of which are cherished possessions of descendants of America's
greatest.
THIS IS FINE FURNITURE OF THE
YESTERDAYS, TODAY, AND TOMORROW
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
FlN€ FURNITUR€
the Homefurnishing Magazine from
the Furniture Style Center of America
NUMBER 1
1937
VOLUME 2
GEORGE F. MACKENZIE, President
PHIL S. JOHNSON, General Manager
R O D G. M A C K E N Z I E ,
Editor
VIRGINIA R. ULRICH, A s s o c i a t e
No. 1282 vChair
JANUARY-
STYLED—
TAILORED
Boiling Wake
4
Page Nine
9
Summer Swings In
Merchandise Illustrations. . .
10
.11 a n d 27
What Is Interior Decoration? b y Phyllis Field C o o p e r . . . . 12
Exclusive patterns and colors
in wide range of weaves and
fabrics are offered in our increased line of sofas, love seats
and chairs. Style-tailored, carefully constructed, the Wolverine
living room groups are reproduced from the best in historic
and modern designs. Set in a
profitable price range, they insure
dealer appreciation and customer
acceptance.
Furniture Credit Bureau
14
Furniture Frolics, by Ray Barnes
15
Sales Promotion a n d Advertising, by Ralph Spangler . . . 16
Buying for Buyers
19
Women in Furniture, by Virginia R. Ulrich
20
The Sketch Book, Count Alexis de Sakhnoffsky
22
Retailing Tips
24
Shafer
26
Homefurnishing News a n d Reviews
28
Journey's End
32
DISPLAYED IN
WATERS-KLINGMAN BLDG.
WOLVERINE
UPHOLSTERY CO.
GRAND RAPIDS
MICHIGAN
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. Bldg., New York
City, phone Murray Hill 23909, S. M. Goldberg, representative.
Chicago office: 307 X. Michigan Avc, phone CEXtral 0937-8,
Basslcr & 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.
for
JANUARY.
1937
SALES SATISFACTION
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 leaf slides easily and there are no
springs to get out of order.
DISPLAYED IN AMERICAN FURNITURE
MART
LEWISBURG CHAIR CO
BRIDGEPORT •
CONN.
We appreciate your mentioning you saw this in FINE FURNITURE
FINE FURNITURE
THE
Praise from a Pioneer
Forty years ago I bought my first furniture in Grand Rapids in the form of a combination writing desk, paying for it on the
installment plan. Since then I have been on
many trails in settling up new countries
and I always notice that I find some Grand
Rapids furniture with their stamp on the
back. The general talk among people is
that it is well seasoned before being used,
there being none warped or out of shape.
Settlers coming here from New York, Iowa,
Dakota, Kentucky, even far away as California, have Grand Rapids furniture . . . I
would suggest that each piece should have a
small silver plated plate placed on it —
as to the firm's name, it could be placed so
that it would be an ornament which would
advertise in a silent way, "Grand Rapids
Furniture."
Now that the duty is off, or lowered,
the companies can invade the markets here
more than before, especially the large centers where no matter how times are the
newlyweds and wealthy buy as their -wish
calls for it . . . Furniture is sold here on
time and seldom is it taken back . . .
I'm the same age as Henry Ford and
played, as boys, together. He's where he is
and so am I — a government pensioner.
M. O. R., Sunny-Nook, Alberta, Can.
1>
FF a Fine Friend
I want to thank you for the publicity
given my 75th birthday anniversary in the
December issue. You certainly put it over
and I am proud to know that I have so
many fine friends.
C. E., Manistee, Mich.
Consumer Publication
Like your style in FINE FURNITURE MAGA-
ZINE, and the practical way you handle the
subjects and illustrations. It is brief, interesting and attention-getting. A consumer
monthly along this same line and circulated
among the right type of families the country over would be a tremendous help in
merchandising better furniture at better
prices. Why not give this some consideration?
L. M. S., Chicago, 111.
Too Stereotyped
When I read the various furniture and
housefurnishing papers that come to my
desk I am impressed with the similarity of
one with the other and the stereotyped
make-up of the whole group. Then I reach
FINE FURNITURE MAGAZINE and it is cer-
tainly refreshing to contact one that is entirely different in its make-up and editorial
content. Keep up the good work as you
are hitting along right lines, and I am
confident that a lot of store operators feel
the same way I do about your magazine,
but just neglect to write and tell you about
it.
J. S. K., Pecos, Texas.
Not Too Fast
Price raises are necessary, no doubt, due
to advancing raw materials and labor, but
furniture manufacturers should use caution
in these advances. Furniture and housefurnishings are still competitive with many
other articles of manufacture for that part
of the consumer's dollar that is left after
BOILING
WAKE
the real necessities have been paid for, and
any orgy of price boosting may cause regrets later. Merchandise must be priced to
cover legitimate manufacturing costs plus
reasonable overhead and a normal profit. If
manufacturers try to shove prices up above
those normal requirements orders will probably slack off. I enjoy your magazine and
get a lot of good ideas from it.
Q. R. M.. Salt Lake City, Utah.
—o—
Headed for Prominence
Enclosed herewith is a Postal money order for my subscription to your fine magazine. FIXE FURNITURE.
The December issue just received is a
credit to you folks, and I sincerely trust
that it will not be long before your publication is regarded as the outstanding furniture organ of the industry.
II. G. C , Cedar Rapids, Iowa.
Believes in Future
I don't believe that I am on the subscription list for your magazine. I think the
magazine is very good, have admired it
from the first time I saw it, and am sure
that you are going to have a great future
with it. I am enclosing check for $2.
L. J., New York City.
Plenty of Humor
Your policy of cartoons and the d i e t
Shafer monolog is excellent. We work hard,
get tired, and we do not want too darned
much serious stuff hurled at us all in one
gob in our trade magazines. Increase the
humor. It is an excellent relaxation after
a hard day's grind in the store and I'll
wager everyone of your readers like it.
A. J. F , Kankakee, 111.
They All Like It
Llere's two dollars for a year's subscription to FIXE FURNITURE MAGAZINE.
Let it
come along every month as I read it from
cover to cover and so do all the boys in
the store, including our truck driver. Keep
up the good work.
V. H. G., Vincennes, Ind,
I have the December issue of FINE FURNITURE and notice the sketches on page
29 of myself and several other gentlemen.
I wish to thank you for the courtesy extended and the advertising which will naturally result from it. I hope to see you at
the January market.
E. H. M., Celina, Ohio.
A Hot One
The December issue was certainly a "hot"
one. Read your magazine every month and
think it's one of the finest in the field.
Here's hoping the New Year brings you
further success with an informative, to-thepoint, never dull magazine.
G. B. P., New York City.
0
And Shafer Obliged
Was glad to see that Shafer at last admitted that his copy was "pretty lousy." A
humor page in a trade paper is a fine idea
but why not make it amusing?
H. S., Three Rivers, Mich.
FABRIC FASHIONS EDUCATE
T TPHOLSTERY fabric exhibits
\J are being successfully used by
furniture retailers throughout the
country as a lever to increase sales,
reports R. N. "Dick" Tandler, upholstery sales manager for Collins
& Aikman Corp.
An exhibit demonstrating the
wearing qualities of Collins & Aikman Ca-Vel fabrics and displaying
new numbers is made the focal
point of a merchandising drive that
includes store and window displays
and special newspaper copy. Gratifying sales increases have been reported by every store staging the
event.
Stern & Co., Philadelphia, made a
ten-day event of the exhibit, advertising it through special newspaper
copy inviting the public to attend
the educational fabric exhibit. An
attractive window display called attention to the exhibit and displayed
Ca-Vel fabrics both on a revolving
pyramid stand and through the use
of wide pieces of various numbers
draped from floor to ceiling in the
back of the window. The exhibit itself was set up on the living room
floor of the store, directly adjacent
to the elevators. Surrounding floor
suites of furniture were tied in with
the display, upholstered in the identical Ca-Vel fabrics seen in the exhibit.
At the opposite side of the country, Oance Biestman, merchandise
manager of John Breuner Co., Sacramento, Cal., arranged a similar
"Ca-Vel Week" along the lines of
the Ca-Vel promotion staged by this
store last year. Here the display
was placed opposite the furniture
on the main aisle of the store near
the entrance so that every customer
who entered the store had to pass
the exhibit. A rug made of Ca-Vel
Malta upholstery fabric was placed
on the floor and proved an effective
stopper. Surrounding the exhibit
were forty-two suites finished in different Ca-Vel fabrics which tied up
with the display.
\
FINE ARTS BUILDING
Newest and Most Modern Exhibition Building in Grand Rapids
Directly Across the Street from Pantlind Hotel
YEAR 'ROUND EXPOSITIONS
DAY or NIGHT
Your product shown in the F I N E A R T S B U I L D I N G , Grand Rapids, is on display in a "hotel" for
merchandise. Constructed for furniture display, it is the only building in Grand Rapids devoted exclusively
to furniture exhibits. Floor arrangement, lighting, ventilation and the hightest type of general service is
conducted in the interest of the furniture and house-furnishing exhibitors
FINE ARTS CORPORATION
operating
FINE ARTS and PANTLIND EXHIBITION BUILDINGS
We appreciate your mentioning you saw this in FINE FURNITURE
FINE
FURNITURE
SfilEIENTBL
First Choice at Spring Market
The Williamsburg Galleries
Superb examples of the best Colonial designs from the
golden age of beautiful furniture and furnishings. Featured
as news and trends in style by more than 120 publications.
Included in this remarkable list are women's magazines,
monthlies, weeklies, newspapers and business publications.
No wonder more and more stores are getting ready 10
garner continuing profit by installing The Williamsburg
Galleries— a franchise with exclusive trading area fully
protected.
THE
*MOLEATHER and SHEENTEX art trade-marked names of Asher
& Boretz Pyroxylin-coated
fabrics.
WILLIAMSBURG GALLERIES
A NORTH CAROLINA CORPORATION
1776 Merchandise Mart
• »
"VTOU'LL see Molealher and Sheentex everywhere at the Spring
markets. Here, a modern easy chair, striking in blonde maple
and bone while Spanish Moleather. There, porch furniture, with
cushions of sale-making, sea-green Sheentex. Manufacturers everywhere are standardizing on these super-quality, pyroxolin-coated
fabrics. They're waterproof, washable, have no unpleasant odor,
won't stick, peel or crack, and offer 45 brilliant colors to make possible
unusual combinations. There's extra profit for YOU in Moleather
and Sheentex. Details and big swatch books F R E E . Send for them
TODAY.
ASHER & BORETZ, Inc.
COATED TEXTILES
900 Broadway at 20th St.
New York City
Chicago
•
•••
•« . « * . ; « • . - . •
AN fOUTSTANDING LINE
by BETHLEHEM
Modern Interpretations of"
1 8th Century Bedroom Furniture
To be shown at the
January Market in Grand Rapids
Louis XV Chest in French Rosewood
with Satinwood Marquetry Inlay
3rd Floor—Keeler Building
coRPORRTion
BETHLEHEM, PA.
We appreciate your mentioning you saw this in FINE FURNITURE
for
JANUARY,
1937
ManufaBurers of
Fine Bedroom and Dining Room Furniture
OlMPLE in outline, restrained in ornament, the Provincial dresser illustrated is typical
-*' of John Widdicomb Company's celebrated craftsmanship . . . We are featuring
eighteenth century English and French bedroom and dining room groups for this market, and as a leader in quality, the John Widdicomb Company is synonymous with the
best in furniture endeavor.
k
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
FINE
FURNITURE
If You Prefer Blondes
SEE THEM ON DISPLAY IN GRAND RAPIDS
Hundreds of beautiful blonde finishes in a gorgeous array of sparkling, modern colors await
you at the Grand Rapids Varnish Corporation studio as a special attraction of the Grand
Rapids Furniture Exposition.
Designed in correct tone and expertly finished, the Grand Rapids Varnish Corporation exhibit
of blonde finishes leads the procession in beauty and selection. View them all on parade —
Maple, Mahogany, Walnut, Oak. We invite you to see this premier showing at our factory
studio of the newest and most popular of all modern finishes.
i
:
I
I
GRAND RAPIDS VARNISH CORPORATION
Manufacturers
Varnishes
—
Lacquers
of Fine
—
Quality
Stains
GRAND RAPIDS, MICHIGAN
We appreciate your mentioning you saw this in FIXE FURX
—
Enamels
for
JANUARY,
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.
BRIGHT FUTURE
The furniture industry, barring unforeseen events that seem
hardly probable, should enjoy five of the most prosperous
years in its history from January 1st, 1937 to December 31st,
1942. The reasons are self-evident.
There is a potential replacement demand in practically
every American home. It is doubtful if over 25% of the furniture needed and desired has been purchased. This has
been due largely to lack of confidence, uncertainty of income and the fear that if furniture and furnishings were purchased the money expended for this purpose might be needed for food or necessities later on. We couid get along
with the old sofa and the leg-worn tables, and, we have.
With returning confidence and increasing incomes this demand will have to be supplied
With a healthy building boom in the offing another element of furniture demand will tax the capacities of the producing units of this industry and create a demand within the
next year that will be difficult to supply. And remember that
in 1929 we had from 35% to 40% more factories operating,
producing furniture, than we have today. This decreased
number of units must supply a greatly increased demand.
The furniture manufacturer of today, who has sufficient
working capital to buy materials and hire labor, is bound to
reap a rich reward if he produces anything worthy of a place
in the great American Home.
ff
SAPPED BY THE SAPS
Roundly cussed and vigorously discussed was the recent
article by Hannah Lees, "Only Saps Pay Retail Prices," appearing in the December American Mercury. Mrs. Lees
rends asunder the retail veil exposing a racket that threatens
the very structure of retail homefurnishing business.
Quoting Mrs. Lees, "Through various channels, all of them
perfectly honest and some of them openly advertised, I have
bought a $229 refrigerator for $161, a $99 stove for $59,
Venetian blinds at 25% off their retail price, and a mattress
at 20% off . . . Every article was a late model of a nationally advertised brand. They carried all guarantees that came
with the regular retail price. In some cases, the articles were
purchased in exactly the same store where the customer
would have paid the higher price if he had not come with
the magic password."
Damaging is the testimony of Hannah Lees because the
reading public composed of your own customers has been
told in bold terms just what the secret is in buying at wholesale and discount prices.
As we see the picture we do not blame Mrs. Lees so much
as the retail stores that permit such practices to be perpetrated. However, it is probably unfair to hurl the full burden
of responsibility onto the retailer inasmuch as the viciousness
of the practice emanates from outside sources.
Quoting Madame Lees again, "There are two ways in
which this wholesale buying by retail customers is done. First
through various merchandising organizations who solicit your
patronage for articles ranging from wedding presents to oil
burners on which I could save from 10% to 40%-" Mrs. Lees
adds: "The second way of buying wholesale offers greater
savings but requires certain definite connections not exclusive at all . . . Many times as many goods are bought
through connections as through merchandise services."
The insidiousness of the vicious vogue lies in the fact that
such "connections" are usually employees and executives of
concerns well able to pay legitimate retail prices, such as
banks, railroads, insurance companies, universities and hundreds of industrial and financial concerns throughout the
country. The December issue of National furniture Review
mentions a few in New York City alone: Chase National
Bank, Standard Oil Co. of New Jersey, The Western Electric
Co. and The American Telephone and Telegraph.
Obviously, two such contradictory merchandising policies
cannot survive. One must give way to the other.
Re-quoting Mrs. Lees, "One is certain soon or late to exert
enough pressure to drive the other out of existence. But
while the economic struggle works itself out and those in the
know keep on buying at special figures, the whole thing
seems a little unfair to the saps who pay retail prices."
Mr. Retailer, here is a challenge. It is reported that approximately $150,000,000 worth of sales is lost to the homefurnishing industry alone, annually, through this demoralizing
method of selling furniture, appliances and floor coverings.
Perhaps Mrs. Lees was right in her succinct statement that
the consumer is a sap for paying retail prices. Personally, we
are inclined to believe with Mrs. Lees and that the opprobrium has been misplaced. But until the national and state retail associations assist merchants conscientiously desirous of
curbing this merchandising cancer, through a determined
counter attack, these leakages will continue to exist. Are you
going to sit idly by and have your business "sapped" away?
ff
COOPERATION
The recent election endorsed the New Deal very generously, and now it seems up to business to ascertain the best
ways of making prosperity general. The government is not
the enemy of legitimate business nor does it want business
unduly handicapped, but it does want a square deal for all
concerned.
No industry, whatever it may be, can afford a weak link
in its organization chain. Management must see that all who
participate in its success will share in its prosperity. The ultimate consumer must shoulder increasing costs of every nature.
He cannot pass them on to anyone else. Monopoly cannot
arbitrarily fix prices and hope to escape criticism.
For those willing to work and with ability to accomplish,
jobs must be found, and at the same time prices must be
kept within the consumer's ability to purchase if real prosperity is to prevail and continue. A more unselfish attitude and
a broader horizon is needed in business today. Generosity
begets generosity and narrowness begets narrowness. Business needs more men of understanding who visualize the
future sanely and unselfishly.
ff
HOW ABOUT IT?
We have often wondered why the furniture merchants set
back and watch while automobile dealers and dress designers
reap rewards with style show promotions. What is needed is
cooperation between a few enterprising and aggressive merchants to exploit the possibilities of a furniture style show.
Recently in Louisville, Ky., such a group banded together;
staged a homefurnishings exhibition. Total attendance of
prospective customers was 46,000, all paying admission to see
the new styles in furniture.
10
FINE
FURNITURE
1 — Modern metal
group by the Howell Co., St. Charles,
111., shown at the
January market in
the American Furniture Mart.
2 — Triple purpose
glider which may
be used as lull
length bed, chair
or lounge; "GlideA-While," by Mellus Bros. <S Co.,
Inc., Los Angeles,
Cal., shown at the
Los Angeles Furniture Mart.
3 — Knotty pine
"Pioneer" g r o u p
for boy's room is
made by BrownSaltman, Los Angeles, displayed at
the Los Angeles
Furniture Mart.
4 — Chair No. 7,
28 x 73 inches, by
Burton-Dixie, may
be used as chaise,
deck chair or single bed, is exhibied at the American
Furniture
Mart and retails
for approximately
$15.
5 —Chair No. 076,
24x19
inches,
manufactured by
Old Hickory, is
shown at the Merchandise Mart.
G — Chrome sunroom "Group A"
is made by the
McKay Co., Pittsburg, Pa., and is
displayed in the
American Furniture
Mart.
for
JANUARY.
1937
11
Smart sectional group in white enamelled rattan, upholstered in flame and black leatherwove, made by the Heywood-Wakefield Co. Stick rattan arm chair No. R 1514 C (right)
retails for $24.30; center section. No. R 1514 A is $19.70 and the stick rattan corner table.
No. R 1514 G, which is finished to match, retails at $18.
SUMMER SWINGS IN ...
T^vEVOTING an extensive main floor display to sumgarden, included serving tables and accessories arJ_y mer and outdoor merchandise paid dividends for
ranged in several different color combniations, accented
the Davis & Shaw Furniture Co. of Denver. A 15%
by various highly-hued umbrellas, and gliders placed
increase in sales resulted. Naturally a difficult spot in
near the two aisles.
which to merchandise summer furniture, Denver stores
The straight merchandise display which occupied the
have never indulged in extensive promotions of this nabalance of the center section was divided into three
ture, and until last year, Davis & Shaw had never conparts according to price ranges. Highest priced items
sidered them profitable. However, the results obtained
were placed at the front, graded down to the low end
warranted the attention given such a venture.
at the rear of the floor. Glider price ranges ran from
Says D. 0. Collins, "The actual opening date, of
$37.50 to $45 for the top end of the line, down to the
course, depends on the weather, but we have found
low range of $24.50, about one-fourth of the space bethat it pays to buy with a March opening in mind. By
ing devoted to top grades, one-fourth to medium, the
starting early and running our final clearance event in
balance to low range groups. Sales approximated the
July, we were able to achieve pracproportion of display space used
tically 100% turnover. It isn't imand a very definite grading-up
possible to sel Isummer furniture
movement was noticed.
later, providing the weather remains
Advertising was coupled with a
warm, but experience shows the seacontinuous large window display,
son and price drop too great to jusaugmented by the extensive main
tify carrying on much belond that
floor showing. The main advertising
time. Mainly we're interested in
appeal was carried on in weekly
getting a decent profit out of our
newspaper media illustrated with
merchandise in addition to avoiding
halftones popular featured gliders.
carry-overs. This plan of operation
The main floor display served
makes such procedure possible.
several purposes •— it created extra
A factor important to the success
business through customers coming
of this promotion was the arrangein to pay bills or purchase other
ment of the display; which occupied
types of merchandise; it speeded
the entire center section of the main
up service and simplified selling,
floor, approximately one-third being
which was done entirely by salesdevoted to ensemble groupings simimen thoroughly acquainted with the
lar to the merchandise used in the
merchandise. No specialty men were
window. These displays, which were
Troy Sunshade Coused as the regular force relied upgiven the atmosphere of a summer
on selling regular customers.
American Furniture Mart.
FINE
12
FURNITURE
WHAT IS INTERIOR DECORATION?
PRACTICAL DECORATION AN AID TO
INCREASED SALES VOLUME AND PROFIT
by
PHYLLIS FIELD COOPER
TUST what is this thing called interior decoration?
J Many housefurnishing salesmen are still asking this
question and with justification. If they have seen some
of the atrocities we have seen perpetrated in the name
of interior decoration, the question is quite in order!
Many MIscreators • There are still a good many selfstyled interior decorators who, through lack of proper
training in the art and a proper conception of the term,
look upon interior decoration as representing an overlavish display of bizarre housefurnishings. They think
that frills and furbelows are necessary; that riotous use
of color and generally bizarre effects are representative,
and that the decrees of "fashion" rather than the principles of "style" should be rigidly adhered to, but nothing could be farther from the truth.
Common Sense Decorators • We grant there is a field
for the decorator, trained or untrained, who fancies the
exoticisms of fashion and enjoys creating such for a
type of wealthy clientele. But, for the everyday furniture store whose bread and butter comes from the
purse of a large and conservative clientele, we suggest
that their salesmen should be self-schooled in the fun-
1 • PHYLLIS • FIELD • COOPER,-
A
LIVING ROOM
13-0"X 2E-0"
The use o£ scaled floor plans with elevations will help any salesman put over sales suggestions with authority, understanding
and satisfaction to himself and his customers.
ior
JANUARY.
13
1937
NO FRILLS OR FURBELOWS • • •
E
RRONEOUSLY, but perhaps
not without some raison
d'etre the term "interior decoration" causes the average furniture salesman to lift an eyebrow
and mutter, "Frills, fussiness and
furbelows." With the inauguration of a home planning department, FINE FURNITURE MAGAZINE aims to demonstrate in a
practical — not pedantic — manner, how the average furniture
merchant can enlist the science of
home-decoration among his methods of increasing annual turnover, selling better merchandise
and interesting new customers,
the bulk of them in the average
income brackets.
The value of this service is
two-fold. Primarily educational,
its secondary merit is the inclusion of a "dealer inquiry service,"
believed a necessary adjunct to
such a department. In fact, the
numerous inquiries received pertaining to home-planning problems were i n s t r u m e n t a l in
prompting the incorporation of
material of this character among
the regular monthly features.
Equipped with a 20-year background of academic, technical
and practical training in her subject, Phyllis Field Cooper is no
curb-theorist, has the answers to
many of the furniture stores' decorative dilemmas.
Says Mrs. Cooper, "Little do
I blame furniture salesmen for
their disdainful attitude toward
the principles of home-furnishing
design, that for the lack of a better name we call 'interior decoration.' Much of this feeling can
be traced to notebook nonsense
perpetuated by impractical and
insufficiently trained art-school
s t u d e n t s . What t h e average
home-maker of modest means
desires are practical ideas in correct home-planning and furnishing; and the merchant and staff
ideas that can be employed in
achieving this end.
Mrs. Cooper's artistic ability
developed rapidly in some of the
country's leading art schools,
promoted her to an instructorship and at one time the operation of her own commercial art
studio. Her own sketches illustrating this series of articles are
testimony of her talent.
Several years' experience in the
home decoration advisory bureau
of Marshall Field & Co., in addition to several other retail furniture store connections, handling
interior decoration and promotional work, such as creating advertising copy and window displays, fortified Mrs. Cooper with
retail experience in the building
of a career as decorative consultant.
Through her reputation established in contacts with women's
clubs, school groups and similar
organizations, the lecture platform and syndicated newspaper
column soon solicited the services
damental principles of straightforward, common sense
interior decoration.
Purpose • It shall be the purpose of this department
to disseminate interior decoration information in a
plain and understandable manner. We sincerely feel
that every housefurnishings salesman should have a
full knowledge and a proper understanding of what
interior decoration actually means. That interior decoration is a science as well as an art of vital importance
to the welfare of the American home, cannot be disputed.
Definition • Fundamentally, interior decoration is the
art and science of decorating interiors for the sake of
beauty, comfort and convenience, according to definite
and well-established art principles. It means that all
housefurnishings should be laid out according to a
carefully conceived plan — no element or phase of the
art should be overlooked. We do not find architects,
or even carpenters for that matter, attempting to build
without a preconceived plan to follow in which every
PHYLLIS FIELD COOPER
of "Phyllis Marsh." Illustratedby-the-author-articles written for
the Chicago Sunday Tribune, the
Winnipeg Free Press, and other
papers extended her reputation
as an authority on home-planning. Supplementing these writings were feature articles for
leading trade papers in the homefurnishing field.
In 1928 at the first Berkey &
Gay Retail Salesmen's Conference, and also at the National
Retail Furniture Institute, she
was a featured speaker.
Says Mrs. Cooper again: "It
is my intention to write this series of articles from a practical
point of view that they may
serve the dealer as well as the
manufacturer, profitably."
necessary element of building has been considered.
Then, why should we attempt to decorate a home without a similar plan — a plan in which the principles of
good art as well as the science of comfort and convenience are observed?
Informed Salesmen • Haphazard decorating is still
being done by uninformed homemakers with the usual
disappointing results, for which many salespeople must
take the blame. For that reason it is essential that the
housefurnishing salesman should be well-informed in
the principles of interior decoration, in a position to
properly assist his customers in formulating adequate
plans to serve their every need in home beautifying
and comfort.
Whether a customer knows a great deal about interior decorating or nothing at all, the well-informed
salesman is always at an advantage and many times is
able to increase the amount of his sales by his understanding of the subject.
Too often, interior decoration is associated only with
luxury and expense. This is an erroneous idea, for the
14
simplest little cottage can be inexpensively and attractively furnished,
strictly according to interior decoration principles. This substantiates
the fact, therefore, that every home
should be decorated consistently —
according to its style, size, and the
income of the owner. Too often this
is not done, with the result that
$1.98 end tables, a couple of $8.95
chairs and a $39.50 chesterfield are
found adorning a genuine Oriental
rug costing perhaps $300 to $500!
Such inconsistency is contrary to
the principles of correct interior decoration.
Selection and Arrangement • To
quote in part one excellent authority on the subject — Bernard Jakway, author of "The Principles of
Interior Decoration" — "In a fine
sense interior decoration is one of
the creative arts . . . that while
the decorator creates an artistic
whole he does not create the indi-
FINE
vidual units by means of which that
whole is built up . . . he does not
design and weave his own rugs, or
print his own wallpapers or cretonnes, or build his own tables and
chairs. What he does is to select
such things as he may require from
stocks designed and made by others,
and to combine and arrange the
things so selected in such a way as
to fashion a harmonious and beautiful whole. Interior decoration, therefore, is in an emphatic and peculiar
sense an art of selection and arrangement."
In speaking further upon the subject of interior decoration, Mr. Jakway says: "It consists in a superstructure of practice resting upon a
substructure of principle, and any
genuinely productive study of it
must begin with its foundation."
Next month the author will discuss some
of the principles of interior decoration and
their practical application.—Ed.
FURNITURE CREDIT BUREAU
T^URNITURE dealers can save
± themselves considerable expense
in obtaining credit reports by operating their own cooperative credit
agency, judging from the success of
the Birmingham Furniture Dealers
Assn.
Organized some 25 years ago, the
Association has grown in service
until it now has a staff of seven
employes and credit files which include the names of more than 300,000 persons. The Association operates on a cost basis, according to
Ira F. Randall, secretary-manager,
supplying verbal reports to its members at 20 cents each flat rate and
30 cents for written reports. This
compares with a price of 37j/2 cents
and up for similar reports by regular credit reporting bureaus.
Credit files of the Association
have become so complete that a
number of other business concerns
not in the furniture business have
been permitted to take advantage of
the credit service offered, paying
their part of the expense. The Association now numbers 260 clients.
A-fembers of the Birmingham Electric Refrigeration Bureau of which
Randall is also secretary-manager,
clear credit information through the
Association also. Most furniture
dealers sell electric refrigerators, so
that the two organizations work together to advantage.
In nearly all the cases the Association furnishes the information,
IRA F. RANDALL
. . . "we also render other services . .
leaving the decision as to the acceptance or rejection of the application
for credit up to the individual dealer.
In one case, however, the Association actually passed on the applicant's credit for a refrigerator manufacturer. For this service a charge
of 75 cents per report is made.
Most reports are made direct to
the dealer over the telephone, four
trunk lines being maintained for this
purpose. Where a report is requested on a man not fully covered
by files in hand, further information
is obtained, usually by telephone,
FURNITURE
from his employer, business and
personal acquaintances. Such inquiries usually cover points as to
the person's full name, address, age,
whether married or single, employer,
salary, permanency of position,
habits, etc.
Besides paying a flat sum for
credit reports, members of the Association pay sustaining dues ranging
from $42.50 to $120 a year depending on the volume of business done.
Said Randall, "In addition to the
credit reports, the Association renders a number of other services to
members. On each business day we
send out a bulletin which gives the
bank clearings, removals with the
new and the old addresses, bankruptcy petitions, debtors' petitions,
marriage licenses, divorce petitions,
repossessions, deaths, births and
conditional sales. This information
coming across the dealer's desk in
easily digestible form can be used in
many ways.
"Taxation matters and other problems of the dealer continually receive the attention of the Association. Sometime ago we succeeded in
having a law repealed which required dealers to pay a recording
fee on lease sale contracts. Now
they do not have to file contracts
of less than $200, thus being saved
considerable expense.
"Through the influence of the
association the city was induced to
pass an ordinance requiring transfer
companies to make a report on all
families moved. We relay this information daily to the dealers and
it is quite helpful to them in keeping track of furniture or other merchandise on which they may have
a lien.
"Only recently a delegation representing the Association called on
a legislative committee in protest
against an almost confiscatory tax
on refrigerator dealers, ranging up
to $100 per year in the larger cities.
We explained that electric refrigerators are largely handled by furniture and other general stores which
already pay various ad valorem and
income taxes and that refrigerators
are already subject to a federal excise tax. With this appeal the committee agreed to make the tax nominal, ranging from $5 to $25 according to the size of the dealer.
"Most recent step of the Association was the organization of the
Birmingham Better Homes Bureau
with Mrs. Mabel Ford Leake as
director. This bureau will handle
public relations, sponsoring home
shows and style exhibits and similar
activities."
for
JANUARY,
15
1937
urniture
Frolics
\KI\SH 1 COULD
CLOUT '&M WITH
THAT SAMf EAS
OF FUP-NITUP-& 4 C T W I T /
SHOULD ENTITLE M . J .
TO &E CALLED THE
OF THE
25 ygAP-5 , OP TNE SoUTH£P-H
FUP-NITUP-& MANUFACTUP-PR-S
4 f l S N . V/OPK-S HARD, PLAYS
HAP-O. /4.CtEHIU9 IN TP-AT-FICPP-OBLEMS, 4 DIPLOMAT.
A P-\CrHl CtOOO
TO THE LEFT -
WILLIAM
O "Sco-rry"
, CTP-AND RAPIDS
, Bop-N IN SCOTLAND.
4PPP-EHTICED (N
&1P-DS &6-<>S, NATUP-6
AND P/ilNTINCi , HI5 HOBBIES
/WET HIS WIF& ON THE STA&&
IN A STO£K- COMPAHY1. AHO
K-ILT5 AT THE WEDDINCr
SUPEP--SALESMAH FOP- (JTRAND Q.AP1DS C H A I P - C O
1NTHE CE.MTP-AL WEST
i^EAP-ED IN THE LUM&EP-INU
ATMOSPHEP-E of CADILLAC' MiCH, TP-AINED IN
FOP-ESTP-Y SCHOOLS. HE IS AH EXPERT L0<
ANP ALSO g-OLLS OTHEP- THIND, TO HJS.PP.OFITIf YOU KNOW WHAT \V& MEAN'.
FINE
s
FURNITURE
ALES PROMOTION
and ADVERTISING
by RALPH SPANGLER
We asked Ralph Spangler, Harbour-Longmire Co., Oklahoma City, to do a series
of articles for us . . . reviewing merchandising and advertsing ideas that appeal
to retailers . . . a series planned for quick reading. Here is the first. Remember,
it is the idea he is presenting . . . which explains why he so often illustrates with
only part of an ad.
OU have met the furniture man who condemns every
other merchant who does not believe just as he does.
But you know that there are excellent merchants to be
found in each class of store . . . men who make money . . .
men who are a credit to their community.
So we give you plans and ideas for each class of store. To
assist you in picking more quickly the ones that will appeal
to you, let's divide stores into three groups . . . according
to their choice of advertising appeals:
Y
CLASS A — aggressive stores using price, terms and
premiums . . . appealing primarily to the
wage earner. (Class A would include
what are commonly called borax stores.)
CLASS B — aggressive stores using a little higher price
range in their advertising . . . combining
price with style, and quality . . . t o reach
the middle classes. (In this group would
come most of the larger furniture stores
. . . and department stores.)
L
CLASS C — those stores, shops and studios who limit
their efforts quite largely to seeking prestige.
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JANUARY.
>
1937
17
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What To Do • Ahead are inventories
. . . markets . . . and often an awkward spot before the February Sale.
CONSIDER THE IDEA OF
SELLING GROUPS — Call them by
any name you wish. Class (A)
stores will say outfits. Class (B) stores
will say ensembles. But by whatever
name you call it . . . GROUP SELLING PAYS!
Group Selling • Illustrated here are
examples of how group selling is successfully promoted by each type.
(B) Larger stores frequently make
no attempt to conceal the prices of individual pieces used. Notice how Marshall Field in these August promotions
pictured here, adds the separate pieces
and gives the total price for each room.
If your budget does not permit the
use of full pages and such elaborate
art work, present one room-group at a
time. Ludwig Baumann, Abraham &
Straus, Sterns, Spear's and Bloomingdales have each used single-room maple ensembles very effectively.
(B) In one of the Harbour-Longmire maple groups, individual prices
were listed . . . in the other only the
total price was given. There seemed to
be little difference in their pulling
power.
(B) For the stores that carry china,
glass and lines, the tableware ensemble shows how the group idea may be
applied to other merchandise than
suites of furniture.
(B) (C) John M. Smith and Hathaway's create a desire for the related
-i.1-"-.
18
pieces with their excellent picturing . . . but they carefully keep
you from confusing them with a
"borax" store by pricing only the
single pieces.
(A) Going to the other extreme, stores like Niss, Michaels
Bros., Hellrung & Grimm,
Spear's, are equally careful to
price only the complete group.
Those of you who have tried it
continue to be surprised at how
often you increase sales by actual raising prices of a group to an
even figure you want to feature!
There is something about the
psychology of group merchandising which implies that you are
offering a bargain whether you
say it or not . . . and the idea
continues to pull!
Plan As You Buy • (A) (B)
(€) — THE TIME TO PLAN
GROUP SELLING
IS AT
MARKET! If you hope to get
the most from the use of this
idea . . . plan your groups as
you buy them. Infinitely greater
pulling power can be added if
you do this . . . rather than
trusting that by selecting a well
balanced selling-stock you will
have in it what you need for advertising outfits and ensembles.
(A) (B) (C)—Not only group
selling, but all major promotions
should be planned as you do the
buying. An ever increasing num-
FINE
ber of alert manufacturers are
providing the type of promotion
helps for which the stores ask and
the manufacturer will often pass
on to you promotion ideas which
he has gathered from successful
retailers in other parts of the
country.
l-l*
(A) (B) (C) When in doubt
about what to advenisc . . . consider a group!
* " ' "
AUGUST
SALE
. -
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*
Illn-i
<oni|i!«>l<> Ifcoom OulfilN
(A) (B) (C) Back to the
group-selling idea . . . don't overlook another fundamental. The
highest priced furniture you carry will not attract as many prospects to your store as your lower
and medium price ranges. But
you can greatly speed up the
selling of the upper price levels
if you display on your floor . . .
beside the advertised groups ...
other groups which step-up the
price. On each group, use the
same general type of card which
you use on the advertised special. Make it appear that you
consider one as good a value as
the other. It is not necessary to
use "pressure" to lift your average selling price above the advertised level . . . if you do a proper job of displaying the "stepups." ' The customer herself more
often than otherwise, ~vi!l ask
your salesman about ;/,v more
expensive things . . .
tii.1
ill
FURNITURE
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for
JANUARY,
19
1937
buying for buyers
1
I 'HE Skans Furniture Co., Omaha,
J. Neb., markets for cash or deferred payments, i n t e r e s t at the
legal rate being demanded if the
latter plan is selected, and, in either
case, G. A. Skans, buyer and senior
partner, makes a visit to the home
after the furniture has been placed.
He often makes suggestions to the
housewife as to a change of arrangement and this visit is usually gratefully accepted.
States Skans, "There are two reasons for this visit to the home: to
see that the customer is getting the
most use and beauty possible, and
to note if there are pieces still lacking that would improve the comfort
and beauty of the home."
Each year Buyer Skans spends
thirty days visiting the modern furniture factories of the East where
he not only picks up new ideas to
suggest to patrons, but also learns
to a large extent just what can be
sold before making final selections.
When a new shipment of furniture,
hand-picked, arrives, Skans looks
up a record which is kept of his
visits, and learns just which of his
customers he thinks would be interested in the new pieces, writes a
brief letter describing the piece just
received, and how it would enhance
her home.
According to Skans, the company's success is dependent on the
three elements — quality, comfort,
beauty — in order of importance,
and the reputation built up by the
store is that Skans' is synonymous
with quality. Advertising usually
follows the display of one item at
a time and the same plan is carried
out in window displays which show
only one suite at a time. Such display and advertising concentrates
attention and, Skans has discovered,
tends to increase the number of
immediate sales.
Skans Fine Furniture Within
The Budget Confines of All
DISCRIMINATING housewives no longer select, even the least
important piece of furniture without first shopping at Skans Furniture Co. For they have long since learned that Skans carry
only the loveliest pieces
. that their furniture is selected by
connoisseurs who know good furniture l"^~'
tolerate commonplace coverings nor ha
their prices are always moderate
pensive location, have mastered the en
add to price tickets.
If it's a living room, bedroom or i
an occasional piece such as a chai
they have it. Beautiful furnituri
their budget plan if you wish
Specimen advertising of
the Skans Furniture Co.,
Omaha, Neb. One suite
or group is featured at a
time in the window displays and the advertising
program u s u a l l y follows
the same policy.
Furniture such as the
lovely dining room suite
sketched above, is typical
of Skan's beautiful collection of modern and period
Replace That ']unk' in Your
Home With Furniture from Skans
THERE ARE a lot of us who have developed blind spots in
our eyes for horribly junky furn.ture in our homes. We Know that
old fireside chair is an atrocity
. . the dining room table looks
like something we won in a raffle. But we do nothing about it.
"Junk"
. . that's what your friends are saying about it
and you'll be s m a r t i c do something about it. Drop into the Skans
Furniture Co. at^2rra Snd Farnam . . . see the perfectly stunning
things they have: on the floor . . . and take a peek at their low
prices. Two or three purchases will make your home look attractive _ . __ wnn't fn=t vnn much . . . and they'll be glad to I
small service
is true service
H
AVING actually fashioned fine
furniture in his early days in
the furniture business as an upholster's apprentice with the Jamestown Lounge Co., it was inevitable
that when G. A. Skans decided to
enter the retail end of the industry
he should then develop a professional policy of merchandising nothing
but the best. With ten members of
his family occupied in the furniture
business, Skans entered the field
himself at the age of 13, first as apprentice, then as salesman for the
Retting Furniture Co., Grand Rapids, Mich., from where he later became associated with the Limbert
Co. Trekked to Omaha, becoming
assistant to Wilber Brant, Orchard
& Wilhelm Co., and finally, April
24, 1918, opened his own retail
store in Omaha.
Today, as president and general
manager of Skans Furniture Co.,
one of the leaders in Omaha, Neb.,
Skans aims to sell service as well as
furniture; believes that the merchant should take a personal interest in his customers, put himself in
their shoes so to speak, then sell
them the best in groups that are
most appropriate for their respective homes. This present serviceselling reverts back to his recollections of early days of conglomerated
displays when he was obsessed with
the desire to aid the customer by
making exhibits more related, more
attractive. Believes that to be successful one should make a lifetime
study of actual construction, historical background, color schemes and
artistic arrangement.
In spite of the fact that fishing is
a hobby with him, he admits a
preference for steak and baked potatoes rather than any food of the
sea. Enjoys the more active sports
of wrestling and baseball, but, in
spare moments there is nothing he
would rather do than putter in his
garden—raising old-fashioned flowers.
Poetry-peruser Skans reads Walt
Whitman for relaxation, mulls over
Mozart's musical masterpieces, reviews boyhood pranks through the
writings of Mark Twain, admires
Al Smith as an outstanding public
personage, choses the "Magnificent
Obsession" as his favorite movie.
20
FINE
FURNITURE
WOMEN in
"What furniture can give such finish to a room as a tender woman's face? and is there any harmony of tints that
has such stirrings of delight as the sweet modulations of
her voice}"
George Eliot.
\
JUNE E. COWLISHAW
an industry preeminently dominated by men, paraIonlyNdoxically
operated for the gratification of women,
the most meager reports have appeared concerning their activities in the furniture and homefurnishing
business. Motivated by the desire to espouse the cause
of "Women in Furniture," the editors of FINE FURNITURE MAGAZINE instituted their now famous gallery
of furniture women. (FINE FURNITURE MAGAZINE, Aug.
1936.) In championing the suffrage of furniture femininity we have included a school ma'am who became a
merchant, a draughtsman who rose to designer, a
business woman by bequest, and others.
Signalizing the growing importance of their place in
the industry, these pages carry the stories of two interesting, vital additions to the "gallery." Meet June E.
Cowlishaw, general-manager of the Grand Rapids
Woodfinishing Co., Grand Rapids, Mich., and Monabelle L. Kerr, stylist for the W. F. Whitney Co., South
Ashburnham, Mass. — Editor.
"I believe that I was unusually fortunate in the opportunity I had for acquiring practical business experience, in these days of specialization, positions that
afford women an opportunity to 'learn the business' in
its various phases are somewhat rare, but I started
out with a comparatively new and growing business. I
had the good fortune to begin under an executive who
was willing to take a chance on my inexperience, who
had confidence in my ability to learn and in my initiative. Consequently, in the course of time, I was learning something about the general business routine of
that office — and factory, and as the business grew, I
hope I too grew!"
With a strictly feminine instinct of concealing her
age, Miss Cowlishaw admits having been born Aug. 20,
is five feet five, weighs 140; believes that the homefurnishing business fosters appreciation of the fine and
beautiful and interest in lovely homes, arouses ambition
to build and improve living conditions; carries out her
philosophy in practice, making her home a hobby,
spending many spare moments in its beautification.
Great ambition and perseverance have resulted in
Miss Cowlishaw achieving her unique position in the
furniture industry. In revealing the "Open Sesame" to
her success she advises the novice to acquire all academic learning possible, to keep in mind a need for
diligence and a desire to serve.
With a hope for more leisure some day in which to
steno to manager
E
VIDENTLY, the sage who stated that "Woman's
place is in the home," never warmed the mourner's
bench at the Grand Rapids Woodfinishing Co. office,
waiting to see the general manager. If he had he'd
have changed his aphorism to "Woman's place is where
you find her," because he'd have been told that Miss
Cowlishaw was busy dictating. Presently he'd have
been admitted to a tidy office, greeted by a personable,
businesslike young woman, who'd invite him to state
his business.
June Cowlishaw, attractively efficient, has very definitely made a place for herself in a business unfrequented by women executives.
A comparatively few years ago, with little or no
experience, a minimum of knowledge concerning the
furniture industry, much less the wood finishing angle,
she inveigled a typing job from an uncle at the Grand
Rapids Woodfinishing Co. Dubbed "that stenographer," the lady decided to show 'em; proceeded to leave
the misnomer far behind in her meteoric rise from
bookkeeper to assistant treasurer, from secretary to
secretary-treasurer-general manager of the company.
Modestly, claims that she owes everything to Uncle,
the late A. H. Simpson.
One of the new Whitney displays created by Mrs. Kerr,
illustrating an arrangement for a small apartment.
for
JANUARY,
1937
21
FURNITURE
by
VIRGINIA RUTH ULRICH
enjoy her own lovely home, this fair-haired femme of
finishing further desires to visit England, the home of
her forefathers. As a favorite dish she chooses potato
salad, admits a yen for watching the Detroit Tigers in
action, reads Warwick Deeping, centers her historical
admiration upon Queen Victoria, while her current
public interest is focused upon Charles Augustus Lindberg. The enchanting melodies of Victor Herbert delight her musical pulse and the "Barretts of Wimpole
Street" along with "Green Pastures" stir her dramatic
sense.
From steno to general-manager is more than a long
jump — it's a career, and especially in a business where
women are prominent by their absence. And June
Cowlishaw's fear of being unable to grow in some direction other than in stature has been dissipated. Her
place, according to the sage, may be in the home, but
unequivocably she has won her spurs in riding the
horses of industry.
JL
her hobby—~her career
(The Lady on the Cover)
OST everyone boasts a hobby, but few are privileged to indulge it to the extent of turning it into
a career. Our comely lady on the cover this month
proves the exception to the rule. Monabelle L. Kerr,
after graduation from Ohio State University, discovered
that teaching the subject held no particular thrill, although she had a genuine appreciation for things artistic. But before she was able to direct her artistic
enthusiasm into self-chosen channels, war appeared
over the horizon and our disgruntled art tutor entered
the Weaker Reed hospital in Washington, D.C., as a
civilian employe, where she poured her vivacious, energetic self into occupational therapy, assisting disabled
veterans in taking their minds off their disabilities.
Here Monabelle's artistry was demonstrated in teaching
the boys arts and crafts such as toy-making, leather
tooling, book binding and basket weaving. But, on with
Monabelle's furniture saga.
Marriage to R. Stanley Kerr, whom she met while
attending Ohio State University, followed. Kerr represented the third generation of furniture merchants in
his family, he and his father at that time operating
their own store. Then tragedy stalked into Mrs. Kerr's
life and forced her to turn to something that would
occupy her mentally and physically. Ironically, as it
had aided the Walter Reed veterans, artistic expression
now proved an anchorage for her. Entering her husband's store she suddenly found herself enthusiastically
making suggestions to customers regarding the correct
draperies to use with such and such a rug, aiding in the
grouping of furniture ensembles, selling lamps, in fact,
becoming completely absorbed in the business of furnishing homes. Presently, Monabelle was doing the
M
MONABELLE L. KERR
buying for the drapery and lamp departments and her
artistry was being felt in the store's displays. Her
theory on this subject is worth quoting: "A product
well displayed is half sold."
Recalls Mrs. Kerr, in retrospect of the early days of
her furniture career: "All went well — the world was
not a hard place in which to live after all — increases
in salary, success on all sides. And we believed the
world was like that, until one day that scrawny ghost
called "Depression" laid a calculating hand on our
shoulders. Life became more difficult and it seemed
expedient to close our store and seek new fields to
conquer."
Dented but not daunted by the depression, Mrs.
Kerr and partner-husband contacted the W. F. Whitney
Co., South Ashburnham, Mass., and began to promote
furniture sales through model house displays in stores
throughout the country. Proving the Pitkin paradox
that "Life Begins at Forty," Mrs. Kerr has in four
years' association with the Whitney Co., established
a well-deserved reputation as an interior decorating
authority; altruistically proclaims that a portion of the
fortune she and her husband hope to amass will be
spent in making homes for poor children more attractive; believes that the home has definite influence on
youth, instilling ideals of beauty and contentment, that
the solution of many of our social problems lies in a
healthy home environment.
In all too few leisure moments, the lady, peering into
the future toward retirement, hopes to find herself in
a southern clime where she can loll, watching a blue
sea, breathing the fragrance of semi-tropic flowers, with
lackeys dancing attendance to her every indolent whim.
(For one possessed with such enthusiasm for her work,
we doubt the realization of this dream!)
Pal as well as partner, Mrs. Kerr is an active fisherman, loves movies and flower-gardening. She finds
shrimps baked with eggs the most palatable dish,
"Gone with the Wind" the most digestible book, chooses
George Washington as a favorite historical character,
conforms with most of her sex in admiration of Ex-King
Edward, delights in the "Desert Love Song," grows
romantic with Irving Berlin melodies and has visited
every large city in the United States, boasts of no pet
but her boy, "Doug."
FINE
22
THE SKETCH
FURNITURE
Beer...
FOR TOMORROW'S MODERNS
SAKHNOFFSKVS INTERPRETATIONS MOTIVATED
BY AUTOMOTIVE AND INDUSTRIAL INFLUENCE
C
URRENT modern design in furnishings has not
lost all the eccentricities of early modern, but, as
someone well expressed it, "Modern has lost its selfconsciousness." The result is that now it fits into our
lives in a reasonable and practicable way. Clean-cut
efficiency of modern inventions; the comfort of smooth,
shining metal, easily cleaned; the sweeping, beautiful
lines of a piece of furniture especially designed to fill a
need, all have lent themselves to making modern design an established style. The trend is toward graceful,
moving lines rather than the severe and angular effects
commonly associated with the term.
Count Alexis de Sakhnoffsky, internationally famed
designer, has been called "the father of streamlining."
Notable achievements attained in the cause of modern
design in every field, with many famous makes of automobiles responding to the touch of his genius, his interests have ranged all the way from wrist watches to
refrigerators, from men's wearing apparel to washers,
from fences to furniture.
With a firm belief that the era of modern furniture
has only just begun, Sakhnoffsky explains: "After the
first few steps in the direction of modern furniture, we
saw simplified shapes composed of geometric forms in
exaggerated neutral colors, but we have gradually gotten away from these square effects which are too theatrical for an interior intended for daily living, the
static lines of most so-called modern furniture having
P
ALEXIS de SAKHNOFFSKY
. . . Even his furniture is wind-swept.
presented altogether too much contrast with the modern tempo of life."
Sakhnoffsky has tried to interpret the background in
which we actually live and to find a way to suggest the
moving spirit of our era without sacrificing the features
of comfort and convenience so essential in livable furniture . . . and with great success. The wind-swept
sketches on the opposite page, designed for Rosemary,
Inc., one of the largest manufacturers of furniture fabrics in the country, are typical of Sakhnoffsky's interpretation of livable modernism. Description of the
pieces illustrated is important in grasping Sakhnoffsky's
motives for "streamlining" furniture.
At the top is a wind-swept studio couch featuring
padded head rest running the full length of the couch
and encircling a round table, housing concealed lights
between the top plate and the padded roll; has two
compartments below for books. In the center, the parabolic arm chair features: (1) Brass or copper rail
around the back cushion; (2) Twin ash trays swept
down on each side of the front of the arm rests, and
(3) Hinged arm rests moving over a ratchet and adjustable to any angle of the elbow. At the bottom is a
modern hassock designed to form chummy social
groups for gay parties in restricted quarters. Will
accommodate eight people, four sitting back to back on
the top, the other four on the tapered extensions
around the bottom.
ACING the country with streamlined styling, from beer-barrels
to fences, fountain pens to gas
stoves, versatile Count Alexis de
Sakhnoffsky turns on the power of
his creativeness, throws his enthusiastic ability into gear and heads for
the furniture industry.
Russian by birth, Sakhnoffsky's
life has been far removed from the
prosaic, timed to the pace of his automotive creations, dating from a
necessarily hurried, penniless departure from Red Russia.
Movement, wind-swept, is the
medium in which all of his designs
are expressed, inspired by his hobby
for fast automobiles. "Alex" at various times designed infants' layettes
in Paris, was a mechanical engineer
in Switzerland, art director and designer for a custom body concern in
Brussels. One of his first creations
arousing comment was a mottled
aluminum sports car for big game
hunting, developed for the Prince de
Ligne. After competing as an amateur race driver in a number of continental meets, he began an intensive study of streamlining, attracting the attention of American manufacturers who introduced him to the
United States. His most recent endeavors in "beautification" include
furnishings for home and office.
Sakhnoffsky, suave, perceptive,
tailored to the degree suggested by
"Esquire," for which magazine he
is an outstanding contributor, combines that rare phenomena of artist
and salesman. A master of color,
line and technical form, he is aptly
able to portray for his client the
virgin idea, transmit it into a sale.
for
JANUARY.
1937
23
24
FINE
FURNITURE
RETAILING TIPS
COURTYARD WINDOW • TAILORED FLOORS • LIVABLE LAMPS
YOUNG AGE • SURVEY SELLING
width as well as the usual inchwidth strips, are used to make the
creative linoleum sale to customers
Striking w i n d o w display
interested in new ideas. All effects
used by Robinson & Co., are demonstrated on a frame which
San lose, Cal., in celebraaccommodates a 3 x 6-inch linoleum
tion of the annual Fiesta de
sample and a section of a continula Rosas,
ous cove corner. A potent best seller
is a border effect combined of several plain linoleums in the desired
colors, plus a marbleized linoleum
design for the major part of the
floor.
Advertising for this department
is correspondingly creative in character, for this outstanding Western
store has hit upon the plan of selling linoleum not as such — but is
selling the creative idea.
Courtyard Courts Attention
S
AN JOSE, Calif., annually celebrates the colorful Fiesta de la
Rosas, an early Californian floral
festival, bringing visitors from all
southern California. The merchants
enter heartily into the spirit of the
carnival, all leading firms arranging
appropriate windows. One of the
most striking was that of Robinson's, who displayed the courtyard
of a b e a u t i f u l iSpanish-American
home. The house itself was shown
in the rear, and in the foreground
were plots of turf, graveled walks.
An urnful of ferns, several jardinieres with living plants, a fountain, sundial, stone garden benches
and lawn chairs afforded atmosphere. To add human interest the
display included two figures — a
Spanish cavalier and a beautiful
senorita. The furniture, symbolic
of the Fiesta, was also thoroughly
practical, as hundreds of homes
throughout California are of the
Spanish type, and the display offered many suggestions for adding to
one's stock of appropriate garden
furniture.
70 Years Young
r
• 0 •# * / * / * •
new ideas
underfoot in
«»»«• Pieces
2- Curved
ve cor
3
- The «feain«.. , f r £
se three new
not only
tlOns
Selling Linoleum Ideas
TINOLEUM merchandising of the
J i creative type is carried on in
the floor-covering section of Frederick & Nelson, Seattle, in a special
linoleum shop which has been niched
off from the rest of the section by
walls of linoleum rolls. A table holds
manufacturers' sample books, containing samples of the new plain
finished linoleums, and there are
chairs about for those wishing advice on this type of floor-covering.
The plain designs, having been
cut into strips of %" and }i" in
and e 4
they a
h
If you re tired of the
u
e
nvert-,V.,,.1 u ,_ , ™
Frederick & Nelson, Seattle,
ad featuring tailored floors.
(Right) P o w e r s Furniture
Co., Portland, Ore., 70th
anniversary show window.
P H E Powers Furniture Co., PortX land, Ore., this year celebrated
its 70th anniversary with an anniversary sale, show windows filled
with bargains and relics of the days
when the institution was founded.
One window that attracted widespread interest, especially from pioneer citizens of Portland and vicinity, had a shadow box draped in
black, within which was a large cutout replica of their original building.
The floor of the box was covered
with muddy earth, showing the condition of the business streets in the
early days. Little delivery wagons
and carry-alls, drawn by horses,
were hitched in front of the big
barnlike structure, and a card called
attention to the fact that they had
been doing business since 1866.
Remodeling for Profit
N increase of 250% in lamp
A
, departments, 50% in bedding
and rug departments, has been
for
JANUARY,
25
1937
effected at the Kunzelman Esser
Co., Milwaukee, Wis., where an extensive remodeling program embracing many departments was recently
completed.
Lee Kunzelman, Jr., attributes
most of these increases to the fine
layout of the remodeled departments which include bedding, rug
and radio d e p a r t m e n t s among
others.
Says Kunzelman, "We have advertised the remodeling of various
departments considerably and have
found a large number of people
anxious to come to see the new layout. Many have recommended the
store to their friends, with the result that we have done more business. It pays to modernize a store,
to light departments more fully and
to make e v e r y t h i n g bright, yet
harmonious. People buy furniture
to brighten their homes, to make
them more comfortable, and a furniture store where such pieces are
displayed should also be as modern
as is practical."
The firm has condensed its bedding department and installed better
lighting equipment. Only 12 samples of mattresses are shown, ranging in price from #9.95 to #39.50,
according to Kunzelman, who added
that springs shown range from $3.98
to $39.50. All the beds shown are
for display purposes only, and the
bed which a customer chooses from
this display is taken from the warehouse, the buyer being assured,
therefore, of getting a new bed.
The new rug department at this
modern furniture store is one of the
largest and most complete in Milwaukee. The Broadlooms, condensed
so far as display space is concerned,
are displayed in full rolls. The linoleum department, which is furnished
with comfortable chairs for customers deciding on patterns, displays stock in bins, which show the
various patterns to good advantage.
The radio department has also
been rebuilt, and on one side is an
unusual tube display which is on a
rack, four feet six inches high, and
which has indirect lighting reflecting
on the cut-out letters, "Philco." The
department carries only this one
make of radios, Kunzelman believing that one should concentrate on
one make. He declares that the
radio unit sale at this store is about
$79 for recent months, that midget
radio business has dropped off considerably, and that the $105 console
model is one of their best sellers.
The radios used in the display are
on raised platforms about 20 inches
deep, under which there has been
placed hair padding to minimize
shock.
These new and remodeled departments are but the beginning of
The bedding and floorcovoiing departments
at the Kunzelman Enact
Co., which, when remodeled, effected great
sales incrpasos.
Survey — Then Sell
HPHE survey method proves profitx able in selling appliances at the
Hack Co., Mahanoy City, Pa. The
k.&
*,.
•>
an extensive program, according to
Kunzelman, who plans to further
increase his merchandising efforts
during 1936-37.
Livable Lamp Displays
p
best method for increasing
_L lamp sales is to display them in
natural surroundings, according to
Mary Ward, buyer for Daniels &
Fisher Stores Co., Denver, Colo.,
where a series of rooms in the furniture department have been outfitted with furniture, draperies and
appropriate lamps.
Explained Miss Ward, "When a
customer sees 50 lamps grouped
about on the floor, another 50 on
tables or in show cases, even though
many are illuminated, it is difficult
for her to visualize just how a lamp
she admires is going to look in a
home."
The store has found that due to
this method of display and also due
to the better grade of lamps which
have been put out by manufacturers, lamp sales have been better
during the past season than they
have for many years. Exceptionally
good has been the volume of business done with $4.50 table lamps,
while sales in floor lamps have
ranged from $5 to $150 — white,
ivory still being best sellers—and a
big demand for silk shades has been
noted.
radio. It she owns
all these items, he
will ascertain how old each one is
and if satisfactory. Then he proceeds to determine whether she can
be interested in replacements of any
appliances.
"No salesman can memorize all
the data derived from such a survey," states S. W. Hepler, sales
manager. "We furnish them with
sheets on which to list the detailed
information. He notes the results
of each interview, when demonstrations are to be made, the date when
he is to make a return call."
These sheets are turned in each
day and the names of live prospects
are noted on file cards on which
additional information is later recorded from succeeding interviews.
Thus a complete record is maintained of every item sold. The
serial number of every major appliance stocked is also recorded. In
another column is listed the date
sold, to whom, followed by the
name of the sales person. Additional columns are provided for repossession.
The policy regarding repossessions is fair to the customer and to
the store. When there is default in
payments the appliance is brought
back to the store with the understanding that it will be held for 60
days. If the defaulted payments
are adjusted within that time, the
appliance is again returned to the
customer.
FINE FURNITURE
26
omancing
ictorian
usic
by Chet Shafer
"LAZIEST HUMORIST IN THE WORLD"
. HREE RIVERS, Mich.,
Jan. 1. (Special Dispatch to FINE FURNITURE). Now that the
globe-girdling ballot has
been taken, let us go on to other
piquant scenes. Of the 800,000
readers of FINE FURNITURE, 98.2%
or approximately one-seventeenth,
supported me in my determination
never to go down to Roody Culver's
Undertaking Parlors & Furniture
Conservatory. The remaining readers were negligible. It is an awful
thing in this life to become negligible. But after I got down to Roody's that Sunday night to find the
place closed — I made up my mind
to go down the next day. Roody
had sold out. And someone had
opened up a miniature golf course
— with tables for pedro.
And then I saw, someplace, where
the pianny is coming back. And my
spirits rose.
Good Ole Pianny • It's no tough
task for me to go back to a day in
our period — when I've spent an
entire Sunday evening over an organ or a pianny . . . until the old
folks finally — and reluctantly —
went on upstairs to bed. I've
turned the pages on "Arrawanna,"
"Tony Boy."' "Just Before the Battle, Mother"' — and who remembers
CHET SHAFER
"All you need, boys, is the right chord."
the swelling in the throat that came.
"When Night falls, dear,
I think of you-oo,
And I wonder,
If you are true-oo-oo."
Horsehair Sofy • Of course, every
now and then you'd have to go out
in the kitchen with your gal to get
a drink of water. That interrupted
some — the singing. The old clock
would tick around. Then, after the
sounds from upstairs indicated that
the golden moment had arrived,
you'd turn down the wick in the
lamp with the big be-flowered globe
on the parlor stand. You didn't
dast turn it down too far — so it
would go out. But you had to get it
turned down to assure a proper
dimness. And then — sometimes it
was the horsehair sofy — you tried
to make up for all the time you
wasted singing those gems.
Chet Shafer and Edcutter Mackenzie wish you all a Happy New Year.
Lights Out • I'm glad to see the
pianny coming back.
I'm glad because it's going to
mean that a lot of young folks may
stick around the parlors of our nation— particularly on Sunday
nights —• and do their vocalizing.
Victorian — the pianny — Yes.
But — and this to the everlasting
credit of all furniture dealers who
are promoting its return — it's the
inspiration for action.
yrs (sgd) Chet Shafer
And all you need, boys, is
the right chord.
for
JANUARY.
1937
27
1 — Stand No. 525,
14x20 top, 29 inches high, is made
by the A l l e g a n
Furniture Shops,
Allegan, Mich.,
and is shown at
the Fine Arts Bldg.
2 — No. 619 vanity, top 19x52 inches, is manulactured by the Union
Furniture
Co.,
Batesville, Ind.,
and is displayed
at the American
Furniture Mart.
3 — Dutch Woodcraft Shops, Zeeland, Mich., made
the mahogany tier
table. No. 130, tops
24, 18, 12; 35 inches high, and retailing at $31.50,
is exhibited at
Waters - Klingman
Bldg.
'f
fit.
' r H-
4 — "Zephyr" modern
kneehole
desk. No. 125, with
black and silver
louvres, top 42x22
inches, retails at
$59.50 and is made
by the Bay View
Furniture Co., Holland, Mich., who
d i s p l a y at the
American Furniture Mart.
5 — St. John's Table Co., Cadillac,
Mich., in their traditional
Early
American
group
show the corner
cabinet. No. 1271K, 16x34, 65 inches high, retailing at $35.50, and
No. 1279-C chair
at the American
Furniture Mart.
6 — No. 570 maple and maple
c l u s t e r modern
suite, iour pieces
retailing at $273.50,
displayed at the
Waters - Klingman
Bldg., is made by
the Estey Mfg. Co.,
Owosso, Mich. Vanity illustrated is
priced at $90.50;
night-table at $30.
7 — Maple desk.
No. 2061, top, 42 x
21, retails at $33
and is made by
the C h a r l e s R.
Sligh Co., Holland,
Mich., shown at
the Waters-Klingman Bldg.
. . . . . . .
•
-
•
•
-
• / • • - - • - l
r*
!
28
FINE
FURNITURE
Homefurnishing N e w s a n d R e v i e w s
Berkey & Gay Week
Marking the first anniversary of the revival of one of the most famous names in
furniture, will be Berkey & Gay Week, to
be observed April 10 to 17. The merchandising program centers about two featured
suites, the Coronation dining group and the
Princess Elizabeth bedroom group. (Dec.
FINE FURNITURE, page 44.) Both suites
embody many of the finest traditions of
18th century cabinet making, due to extensive research of the Berkey & Gay designing staff. It is believed that these two suites
will achieve an outstanding importance on
the retail floor not only by virtue of the
coronation interest and the great merchandising and advertising program in leading
consumer publications, but also due to the
fact that they are included among suites
selected for the "Ideal House" promotion in
the April issue of House and Garden.
A complete merchandising program, including display, direct mail, newspaper advertising, has been prepared for presentation
at the January market m addition to the
extensive national advertising program.
Western Spring Market
"Streamlining Progress" is the timely
slogan to be featured throughout the Spring
Market week, Feb. 1-6, of the Western Furniture Exchange which will be held at the
present location, 180 Xew Montgomery St.,
San Francisco, for the last time before its
removal to the new Exchange and Merchandise Mart next summer.
It is anticipated that attendance will be
the largest ever, homefurnishing dealers being m need of new merchandise, will rely on
the great central market where the offerings
of leading manufacturers from East to West
including furniture, floor covering products,
radios, gas and electric appliances, curtains,
draperies and accessories, lamps, giftwares,
in wide variety of style and design, will be
presented.
Spring Market week, say Exchange exhibitors, will usher in a new era of Streamline Progress in the Western homefurnishing
industry and with the stock market booming, a rising tide of dividend payments,
wrage bonuses putting more money into circulation, employment increasing, wages going up, with the knowledge that no increased taxes are planned by the Administration and writh every known factor pointing toward vastly increased spending by
America's home-makers, it is high time for
manufacturers and retailers to "get set" for
the Streamlined Progress which will typify
all progressive lines of endeavor in 1937.
Market attractions will include daily
luncheon gatherings, the 12th session of the
Western Furniture Institute, the fifth semiannual Radio and Appliance Trade dinner.
Group Management for B. & G.
The Berkey & Gay Furniture Corp. will
be operated under a group management
plan in the future, according to statement
of Abe Dembinsky, Secretary.
The plan involves appointment of heads
of various divisions who are made responsible for the functioning of their departments.
Meetings of department heads are held frequently for general discussion of entire operations. Through this method complete coordination of the entire organization is
assured.
Dembinsky reports that the new plan has
JERRY O'CONNER
. . . Is West Michigan's new sales manager.
resulted in increased production and noticeably increased efficiency in management.
Davidson-Boutell Corp. Formed
Organization of the Davidson-Boutell Co.,
to own and operate the Davidson Furniture
Co., Kansas City, Mo., and Boutell Bros.,
Minneapolis, Minn., was announced by S.
Davidson, head of Davidson Co. The newcorporation is one of two formed to take
over the entire Davidson furniture store interests in Des Momes, Minneapolis, Kansas
City, Waterloo, Iowa and Tulsa, Okla.
Lewisburg Expands
The Lewisburg Chair Co. of Connecticut,
due to the large volume of business done in
1936. have found it necessary to make an
addition to the plant in order to take care
of great increase m production.
The newr 1937 line will be shown in January at the Lewisburg space in the American
Furniture Mart, Chicago, and at the Xew
York Furniture Exchange, both being year
'round exhibitions.
Los Angeles Winter Market
According to A. V. McDonald, managing
director of the Los Angeles Furniture Mart,
the new and better lines of homefurnishings
to be shown at the Los Angeles winter market, opening Jan. 25, will bring the furniture industry further into new high recovery
territory. The most concerted, impressive
drive for business in the history of Western
markets will be launched by manufacturers
encouraged by the new and favorable freight
rates which will result in a saving in landed
costs for dealers in many sections of the
country and by increasing interest of dealers in distant states and foreign countries in
homefurnishings exhibited in Los Angeles.
Building improvements, new decorative
schemes for display spaces which will set off
the new merchandise, are now under way.
New furniture styles adapted to the modern
mode and the best in traditional will be displayed by manufacturers who have put into
their creations the most improved constructions, upholstery fabrics, finishes.
There will be more blonde creations than
previously, chief among them being platinum grey, a smooth, translucent finish with
high polish. Walnut in butt and oriental
veneers will be the predominating wood, with
some oak, maple, mahogany, Philippine mahogany. In the mahogany field, there will
be different finishes ranging from dark
brown to deep red, representing authentic
shades used by the 18th century craftsmen
Sheraton, Chippendale, Heppelwhite, Adam
Brothers, Duncan Phyfe. Lesser known
woods for occasional pieces, trimming, will
include lacewood, satinwood (in darker finish than usual) avodire, acacia, myrtle, Bubinga. Knotty pine in sand and rawhide
shades will be featured in nautical and pioneer suites.
In addition to the extensive market program, the Furniture Manufacturers' Assn.
is planning an entertainment schedule for
dealers and families, among which will be
various trips to Hollywood, resorts, Los Angeles suburbs; climaxed by dancing at the
Biltmore Bowl. Negotiations with rail carriers for more favorable rail rates for out-ofstate dealers are being made.
New Buettner Buyer
Appointed general merchandise buyer for
the Buettner Furniture Co., St. Louis, Mo.,
was Harry W. Kornhardt.
Lewisburg Chair Co., Conn., recently expanded to meet increased production.
lor
JANUARY.
29
1937
IMPROVED BUSINESS AND PROFITS
Through Ethical Sales
Events In Your Store
The Joseph P. Lynch plan of successfully merchandising furniture and
housefurnishings merits your very
careful consideration, for the following reasons:
JOSEPH P. LYNCH
. . . president of the Joseph P. Lynch
Sales Company, who personally
supervises all sales plans of his
successful sales company.
You will convert merchandise into cash, with a satisfactory
margin of profit, more quickly than by any other method.
At the same time that you are reducing inventories and building up your cash balances you will be increasing the popularity and prestige of your store in your community.
Your sales-people will receive training in merchandising
• through association with the Joseph P. Lynch experts that will
be of inestimable value to you in the months and years following
your sale.
You will be dealing with an organization that has been
- successfully conducting sales of retail furniture and housefurnishing stocks for over a quarter of a century for many of the
leading stores in the United States and Canada. A letter will bring
uncontrovertible proof of the success of these sales events.
There are no reactions after a Joseph P. Lynch sale. There is
- an increasing daily sales improvement as compared to the
previous year. Such a sale has a vitalizing effect on your entire
store personnel and is equivalent to a course in merchandising for
your entire sales organization.
I•
2-
3
4
5
When you attend the Grand Rapids Winter Show you are cordially
invited to visit the Joseph P. Lynch Sales Company offices and discuss
your merchandising problems with our Mr. Joseph P. Lynch. If you will
state your problems fully and frankly he will give you his best judgment and advice without any obligation on your part.
JOSEPH P. LYNCH SALES COMPANY
General Office 148-154 Louis Street
Grand Rapids, Michigan
We appreciate your mentioning you saw this in FINE FURNITURE
30
FINE
FURNITURE
Homefumishing N e w s and Reviews
Mueller Sees Better Business
According to recent statement of Frederick H. Mueller, president of Mueller Furniture Co., Grand Rapids, and of the National Ass'n of Furniture Manufacturers, the
Grand Rapids furniture industry is employing at least 8000' men, approximately 1 5 %
of the total employees in the city. The majority of furniture factories in Grand Rapids are operating at practically full force.
Pointed out Mueller, "Any man who is a
good, skilled furniture worker can find employment in the plants here, for, although
there is not a shortage of skilled labor in
the industry, I think there is a place for
every skilled workman who wants a job."
Records show that steadily rising payrolls have increased at least two and a half
times the depression lows of 1932, 1933, and
this year total payrolls are approximately
40% above the total of last year.
"In addition," continued Mueller, ''there
has been in the last year steady work which
has made the furniture worker's pay envelope the envy of others, who although they
may have received a higher hourly rate,
have not had continuity of employment."
3 Tacoma Stores Consolidate
Consolidating their interests, the Standard
Furniture Co., the Washington Furniture
Mfg. Co., and L. Schoenfeld & Sons, Tacoma, Wash., have formed a new company,
to be known as Schoenfeld's, Inc., Berman
Schoenfeld, president of the new firm, announced Dec. 3. The individual firms will
retain their former names; other officers of
the new firm arc: L. K. Schoenfeld, A. VV.
Wormwood and Ralph A. Schoenfeld, vicepresidents; Berman Schoenfeld, Jr., treasurer; Herbert A. Schoenfeld, secretary, and
Melville Monheimer, assistant secretarytreasurer.
O'Brien At Adams, Inc.
Announcement of the appointment of
R. J. O'Brien as manager of the Des
Moines, la., branch of Adams Wholesalers,
Inc., was made Dec. 6, by Fred Adams,
Waterloo, la., president of the company.
The firm is a distributor for Norge household appliances, including electric refrigerators, washing machines, ironers, air conditioning equipment, electric and gas ranges,
oil and gas burners and stokers.
Anniversary Sale
Four floors of the modernized furniture
store, Miller & Dobrin, Inc., Passaic, N.J.,
have been re-arranged for their double anniversary sale which is in celebration of the
store's 10th year in business, its first at its
present location. The firm also announced
Dec. 4, salary increases ranging from 10%
to 15% for all employees, based on the fact
that reports show 1936 to be one of their
best years.
Standard Co. Largest
With the addition of 25,000 feet of floor
space, the Standard Furniture Co., San
Diego, Cal., covers more space (116,000
feet) than any other furniture store in the
country, according to Joe Dryer, head of
the company.
Says Dryer, "This doesn't mean that
there aren't larger stores in the country, but
none of them deals exclusively in furniture."
In the new addition is an already popular
feature, "Furniture Lane," 14 model rooms
built into the outer 15 feet of the section, a
paved walk extending from the sidewalk
back along the show-windows, making the
rooms available to public view during all
hours.
Rigney Heads Assn.
Named president of the Dallas Retail
Furniture Assn. was F. L. Rigney, at the
annual meeting of the organization Dec. 10.
Other officers elected were J. W. Stanford,
vice-president; H. McManus, secretarytreasurer, and Directors Louis F. Rick, C. B.
Anderson, S. N. Cathey, William Kelley.
High Peak for Pianos
President of the National Piano Manufacturers Assn., L. P. Bull, recently announced
that 1936 has been the biggest year for the
piano industry m a decade and that a further increase in piano sales, higher prices,
plant expansion, lie ahead of the industry
in 1937.
Said Bull, ''This year piano shipments
reached a high peak; the industry has accumulated the biggest backlog of unfilled orders ever reported."
Piano shipments during 1936 rose 36%
above shipments in 193S and were 242%
greater than in the low year, 1932, and unfilled orders are sufficient to run the entire
industry at capacity for a full month, according to Bull. Figures show that sales this
year show a rise in dollar volume, retail,
from around #6.000.000 in 1932 to $20,000,000 in 1936.
Responsible for a good part of the present demand is the restyling of the piano,
making it smaller and in period styles
which are more adaptable in the modern
home.
New Whitney Features
Styled and planned by Monabelle L. Kerr,
R. Stanley Kerr, W. F. Whitney Co., South
Ashburnham, Mass., two model showrooms,
eight feet deep with plate glass fronts, will
be featured in the Whitney display in the
Waters-Klingman Bldg., at the January market. Large enough for a model house, they
may be easily converted into displays for
store windows. In each, bedroom and living
room respectively, New England groups will
be used, peasant decoration in red, white
and blue; a floor-covering in the bedroom by
Firth from the Farmhouse group will be
shown for the first time. The living room
is pine-panelled on one side, the remainder
being papered in authentic copy of Marblehead.
Other new features to be shown will be a
new finish, Heirloom maple, amber colored,
copied from an heirloom highboy in the
Whitney family, a de luxe upholstered line
with hair and down filling. The Whitney
house will not be discarded, but the most
perfect example of New England house is
being sought.
Doezema Co. Leases New Site
The Doezema Furniture Co., manufacturers of carved bedroom, dining room furniture, has leased the building at 519-23
Monroe Ave., more than doubling their floor
space thereby. The lease will run for three
years, includes an option to purchase the
property which it plans to occupy by
March 1 with about 75 men employed.
Child Craft Moves
General offices of the Child Craft Guild,
formerly in the Architect's Bldg., Detroit,
are now located in the offices of their associates, the Carrom Co., at Ludington, Mich.
Plans for the two companies' 1937 program
include complete re-arranging of factory; retooling in order to produce a larger line of
children's nursery furniture in addition to a
line of institutional furniture, Toy Department tables and chairs.
Piser's Pay Bonus
A Christmas cash bonus of $5000 was
paid to the 100 employees of the Piser Furniture Co., New York, according to an announcement made by president Jack Selig,
Sr., which represented at least a week's salary to each employee, determined by length
of service.
Perfection Catalogue
The 1937 catalogue of the Perfection Stove
Co., Cleveland, Ohio, is an informative 52paged booklet of full color illustrations
which include devices for cooking, refrigerating, space heating and water heating. The
Perfection Stove Co. refrigerators and airconditioning heating plants are sold through
exclusive distributors and dealers on a franchise basis, and separate catalogues are issued by these divisions.
Englander Shows In Waters-Klingman
Announcement is made by Frank D. McKay that the complete lines of the Englander Spring Bed Co., Brooklyn, N.Y., will
be shown in the Waters-Klingman Bldg.,
Grand Rapids, and the Merchandise Mart,
Chicago.
.
Royal-Wilhelm Ads
J. O. Buckeridge & Co., Inc., Detroit, has
been appointed to handle advertising of
Royal Wilhelm Co., Sturgis, Mich., a furniture manufacturing company which has entered the trailer field; will use magazines,
business papers, direct mail, as a medium.
Katzman-Freeman Dissolved
Announcement has been made that the
present Katzman-Freeman Furniture Co.,
Gouverneur, N.Y., was dissolved by the
partners following a sale of its $25,000 stock
of home furnishings, Dec. 4. Howard Freeman, owner of half-interest in the company,
assumed complete ownership Jan. 1, at
which time the firm became known as the
Freeman Furniture Store.
for
JANUARY,
31
1937
JOHN I. SHAFER
HARDWOOD CO.
SOUTH BEND, INDIANA
'Phone 3-3108
Saw Mill — Sparta, Tennessee
Service Yard
Modern Dry Kiln
Steam Heated
Storage Shed
Logansport, Indiana
Reg. U. S. Pat. Off.
A full line of
Air Dried and Kiln Dried
Indiana and Tennessee Hardwoods,
Including Hard and Soft Maple,
Oak, Poplar and Walnut
Immediate Shipment by Rail or Overnight
Delivery by Our Own Truck
SETH PARKER a Victorian styled chair,
modernly sophisticated, will fit in almost any
type of room with a properly selected cover.
It also permits the building of numerous interesting living room ensembles.
ANNE HATHAWAY is a high-invalue chair in a price range that enables you to
feature it in your advertising and your floor
displays. Let us send you photographs and
prices on these two chairs that are proving salebuilders in many important stores.
THE FINISH
IS IMPORTANT
Preserve It With A S C O
" Quality as high as the Alps "
Asco is an outstanding Polishing Paste for finishing
purposes. Enhances the beauty of all fine Wood
and Leather Furniture, etc.
Produces a brilliant lustre.
Protects surfaces from discoloration.
Only the highest grade imported waxes and pure turpentine are employed. A
little Asco goes a long way.
Name and Design Reg. U. S. Pat. Off.
CHAIR
Vander Ley Bros, •wish their customers and
the trade a happy and prosperous New Year.
SATISFACTORY RESULTS GUARANTEED
Sample upon request
Vander Ley Bros., Inc.
Prepared by
ASCO CHEMICAL COMPANY
239-43 Alabama Avenue
Brooklyn, New York
300 Hall Street
GRAND RAPIDS, MICH.
Permanent showroom, Keeler Bldg.
Makers of Asco Leather and Saddle Soap
We appreciate your mentioning you saw this in FINE FURNITURE
32
FINE
FURNITURE
Homefurnishing N e w s and R e v i e w s
Penn Employees Exempt
Expenses which would otherwise devolve
upon their employees under the Social Security Act beginning Jan. 1, will be borne
by the Penn Furniture Co., which maintains
branch stores in Johnstown, Pa.. Altoona
and Somerset, Pa., according to recent announcement made by Isador Klatzkin. manager of the Johnstown store. This arrangement was decided upon in accordance
with the national trend of companies and
corporations to provide wage increases or
bonuses for their workers, and includes payment by the company of both employers'
and employees' assessments of the social security program.
50-Year Celebration
Chairman of the Board of the Eagle-Ottawa
Co., William Hatton, recently celebrated an
anniversary representing his 50th year in
this country. Just one-half a century ago,
"Bill" arrived in the United States, a poor
many, a hospital, a gymnasium to his home
town. A sincere American, his aim is to
do things which he feels will be for the best
interest and welfare of the American people.
Regarding the great tannery which he has
developed with so much success, Hatton
says, ''There is nothing like leather, there
never has been and probably never will be.
Providing, of course, it is good leather."
Dykeman At Fancher's
William Dykeman, formerly connected
with the Jamestown Mantel Co., has acquired an interest in Fancher Furniture Co.,
Salamanca, was elected a director, general
manager of the company.
1st Ad Campaign
The first consumer advertising campaign
in the 50-year history of the Artloom Rug
Corp.. Philadelphia, will be handled by J.
Walter Thompson Co.
Bird Cage Book
The Andrew B. Hendryx Co., New Haven,
Conn., has issued its 45th catalogue which
marks the current peak of its accomplishments in the manufacture of quality bird
cages. Prepared with the definite purpose
of making it easy for retailers to buy and
to sell Hendryx products, this booklet is
illustrated with various bird cage styles and
constructions, the prices of which are marked
double wholesale.
JOURNEY'S
END
HOOVER—Middletown, Ohio
Marshall M. Hoover, 60, manager of the
Middletown F. Cappel Furniture store, died
suddenly Nov. 10 of a cerebral hemorrhage.
HALL—Ardmore, Oklahoma
Cyrus P. Hall, 70, widely known Ardmore furniture dealer, died Nov. 12, after a
several days' illness.
KELLEY—Delaware, Ohio
Lawrence P. Keliey, 57, owner of the
Blair-Kelley Furniture Store, Delaware,
Ohio, died Nov. 29, after a heart attack.
ANDERSON, Franklin, Pa.
Robert T. Anderson, 64, Franklin furniture dealer, died unexpectedly Dec. 3.
i
BUTLER—Wilmington, Pa.
John F. Butler, 32, vice-president of the
P. J. Butler Furniture Co., died Dec. 4
after a three weeks' illness.
>*
'..:.<
WINBERG—Chicago, 111.
Ray Winbcrg, brother-in-law of Michael
J. Karpen, president of the Los Angeles
firm of S. Karpen & Bros., was killed in an
elevated train wreck Nov. 23.
"Bill" Hatton, Eagle-Ottawa Leather Co., celebrates 50th anniversary
with iamily get-together.
immigrant boy from Ireland. Coming over
in steerage, his first job was to look for
work. Became a man of prominence in the
business world in this country and abroad;
well-known throughout the state in public
affairs, he has been a great benefactor in
Grand Haven, the community m which he
lives. Has given well paid employment to
Robinson Heads Charlotte Assn.
Elected president of the Charlotte Retail
Furniture Dealers Assn. was Harold G.
Robinson at the annual meeting Dec. 17.
Other officers elected were: A. R. Edwards,
vice-president; C. M. Farris, secretarytreasurer; O. A. McKeithan, public relations
chairman.
KELLOG—Los Angeles, Cal.
Charles M. Kellog, 53, president of the
California Furniture Shops, Los Angeles,
died suddenly at Hot Springs, Ark., Nov.
20. A member of the Furniture Manufacturers' Assn., Kellogg had been in the furniture business approximately 15 years.
STORAGE
MOVING
Packing
Shipping
Phone 9-3293| I
BLODGETT PACKING & STORAGE CO.
for
JANUARY,
33
1937
-";•«£,
The MOST
ECONOMICAL
ROOM HEATER
MULTIGLO ELECTRIC HEATER
;
The MULTIGLO is unlike any heater you have ever seen
before. It is the first genuinely practical device ever
created for auxiliary heating needs.
The MULTIGLO is only 15" high, weighs but 5% pounds.
It is round and contains six heating elements with a
convex chromium reflector behind each.
The MULTIGLO represents an entirely new departure
in room heating devices and does not throw a beam in one
single direction. It heats the entire room.
Plug into a wall socket and immediately the cold air is
absorbed, heated and diffused in every direction. This
constant diffusion and air replacement causes a natural
circulation of healthful warmed air that penetrates every
part of the room.
The MULTIGLO can be placed anywhere or used anywhere with no possibility of damaging fine furniture.
A handle on MULTIGLO, which folds snugly away when
not in use, makes it possible to conveniently carry the
heater to any part of the house where heat is needed.
GUARANTEE. The MULTIGLO is guaranteed for two
years against defective workmanship or parts.
The
company agrees to replace or repair any defective parts
which may develop under normal use provided the MULTIGLO is used on the voltage circuits marked on the
name plate.
Quick heat when you
want it, in any room.
Warm floors to protect
t h e c h i l d r e n from
drafts.
No room
heat" if
Multiglo.
ried from
another.
is "hard to
you have a
Easily carone room to
Handsome appearance adds beauty
to any room. Harmonizes with any
color scheme.
The perfect heater for trailer and
the home. Can be used in both.
Retail price $16.50— subject to regular discounts as indicated in this Magazine.
Patented and Manufactured by
C. T. ELECTRIC CO., Div. J. C. Mfg. Co.
Jackson, Michigan, U. S. A.
We appreciate your mentioning you saw this m FIXE FURNITURE
FINE
34
•
J S-EYE
NEW YORK
YOU aimed an arrow at the heart of
IFNew
York, you would likely hit Hotel
FURNITURE
A GENUINE OPPORTUNITY
FOR REAL SALESMEN
KAMMAN FURNITURE, Inc., creators of "KANAKINS"
and leading designers and producers of "STYLE AT A
PRICE" furniture, are expanding their activities and desire
high grade salesmen to sell Boudoir Chairs, unusual Maple
Floor Lamps, Maple Chairs and luxurious Lounge Chairs,
and a short line of Modern Dinettes in these territories:
New England; Maryland, Delaware and Washington,
D.C.; Western Pennsylvania and West Virginia; Southern New Jersey; Indiana except Indianapolis; Illinois
and Wisconsin, except Chicago and Milwaukee; Minnesota and the Dakotas; Iowa, Nebraska, Missouri; Kansas, Oklahoma; and all of the Southern States.
Write full details to Kamman Furniture, Inc., 1201 Chestnut St., Philadelphia, Penna., or apply during market at our
exhibit on 7th Floor, Keeler Bldg, Grand Rapids, Michigan.
•
McAlpin. This fine hotel is one block from
Penn Station, five minutes from Grand Central, across the street from the world's
greatest department stores, one block from
Fifth Avenue and its smart shops, four
minutes walk from the Theatre District . . .
15 minutes from Wall Street . . . Search
where you will, you won't find a more convenient location in New York.
•
JUST ASK US
If you need Furniture . . . House
Furnishings . . .
Salesmen in your store or factory or any information
JOHN J. WOELFLE, Manager.
pertaining to the Furniture and House-Furnishing
industry . . .
-ROOMS WITH BATH FROM$n .50 per day
*
Single
$/l 1 .00 per day
T Double
.50 per day
H Twin-bedded
JUST ASK US
HOTEL McALPIN
FINE FURNITURE
"The Center of Convenience"
BROADWAY AT 34th ST., NEW YORK CITY
1 55 Ottawa Ave. N. W.
Grand Rapids, Mich.
DURA BEAUTY...
Offering a complete line of occasional, office
chairs, rockers, diners, and chairs for the bedroom and hall, the B. R. Smith Chair Co. presents a line that is unequaled in price and
quality. All frames are of solid walnut and
mahogany. We never substitute. The No-Sag
spring construction employed insures solid,
comfortable as well as decorative chairs.
Martha Hixon rocker, No. 700,
mahogany $25.90, walnut $23.90.
1708 MERCHANDISE MART
CHICAGO
AT THE JANUARY MARKET
R. SMITH CHAIR COMPANY
INCORPORATED
•
ior
JANUARY,
1937
35
GRAND RAPIDS' MOST
POPULAR EXHIBITION BUILDING
Here you will see the lines that represent the cream of the furniture
industry. In the Waters-Klingman Building are housed FIFTY PERCENT of all the exhibits in the Grand Rapids Market. EVERY
BUYER who has attended the last two Grand Rapids markets has
paid at least ONE VISIT to the Waters-Klingman spaces. Why ?
Because only in the Waters-Klingman Building can he find a complete
assortment of decorative home furnishing merchandise to meet his every
requirement.
" YOU'LL FIND IT IN—
THE WATERS-KLINGMAN BUILDING"
EXHIBITORS
ALLEN CHAIR CO.
ARCADIA FURNITURE CO.
AMERICAN AUTO-FELT CORP.
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. FANCY FURNITURE CO.
G. R. BEDDING 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.
MoKIM & 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.
We appreciate your mentioning you saw this in FINE FURNITURE
36
FINE
CLASSIFIED ADS
Classified rates: Undisplayed, 5 cents
per word. Minimum charge $2. Display
rate, $5 per column, inch. One inch
minimum. Minimum display advertisement accepted. 2 inches. Classified
charges payable in advance. Ten pet
cent discount for three or more insertions.
Do you have calls for unusual furniture? Are you looking for salesmen, wholesale or retail? FINE
FURNITURE'S classified ads bring
results.
FOR SALE • Best rug racks, same as new.
We have one hundred—12 ft; twenty-four—
8 ft. 3 in. x 10 ft. 6 in.; eighteen—6 x 9;
six—7 ft. 6 in. x 9; sixty—36 x 72 arms;
one—KEEN 27-in. display rack at half price.
Andre & Andre, Jacksonville, 111.
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.
MAILING LISTS
GET OUR FREE
REFERENCE
MAILING
Address
Fine Furniture Magazine
Grand Rapids
FURNITURE
CATALOG
Michigan
PLYABLE-LAK-ER-FIL
(Patsnt Pending)
Sixty glazes in natural and colors for
furniture, boat bungs, canvas decks, imperfections in wood, metal and concrete.
Fast
drying,
non-shrinking,
stain able;
water, alkali, lacquer and highly acid proof.
Sample can parcel post 15c anywhere in
the U.S.A. (Give color and purpose.)
PLYABLE-LAK-ER-FIL
COMPANY
LANSING, MICH.
William
w.
Gives counts and piices 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 sucK as
professional men, auto owners, income lists, etc.
Write today for your copy
Flusser
Furniture Representative
42 East 52nd Street
R.L.POLK&CO.
New York City
W L KIMERLY
Polk Bldg.—Detroit, Mich.
— STUDIO —
WATERS-KLINGMAIV BLQ,
RAPIDS
WANTED • Experienced salesmen or showroom connections for high grade bedroom
line. Now showing in Grand Rapids. Address FINE FURNITURE office, Box 125,,
giving full particulars.
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Mailing List Compilers. Business Statistics. Producers of Direct Mail Advertising.
Subscribe for FINE FURNITURE
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CHARLOTTE SOLIDS SCORE
Enlightened dealers supply the increasing customer demand f o r SOLID
walnut or SOLID maple by showing
Charlotte suites. Smartness of design
and style combined with faultless construction will bring the satisfaction
that results in future profits. Recognition of the importance of careful
construction and durable materials
has been proven by the demand for
Charlotte SOLIDS.
DISPLAYED IN
AMERICAN FURNITURE MART
No. 217 dresser base and mirror in solid blonde
maple, solid wood dust-proofing, wood pulls
with chromium band. Three pieces, $132. Four
pieces, $(92.
CHARLOTTE FURNITURE COMPANY
CHARLOTTE
We appreciate your mentioning you saw this \% FIXE FURXITURE
MICHIGAN
for
JANUARY,
1937
37
Fl N EST AN D
LARGEST HOTEL
A warm cordiality, an atmosphere of rare beauty
and good taste and a sincere regard for your wellbeing await you HERE.
Our modern facilities—service and the fine
foods that make comfortable living away from
home enjoyable, are yours to command.
750 OUTSIDE ROOMS WITH BATHS
oosevehr
AIR CONDITIONED ROOMS AT LOW COST
We appreciate your mentioning you saw this in FINE FURNITURE
38
FINE FURNITURE
ADVERTISERS'
INDEX
Asco Chemical Co
Asher & Boretz, Inc
Bethlehem Furniture Corp
Blodgett Packing & Storage Co
- -
••
.
31
6
6
32
Charlotte Furniture Co
Collins & Aikman Corp
C. T. Electric Co
"jK
. . 36
Inside Front Cover
33
Fine Arts Building
5
Fischer Furniture Co
38
Grand Rapids Chair Co.
..
1
Grand Rapids Furniture Exposition Assn. Inside Back Cover
Grand Rapids Varnish Co.
8
Grand Rapids Wood Finishing Co
40
Harrison Hotel
TEGO-BONDING
MEANS EXPOSURE-PROOF
PLYWOOD
that is really proof to water,
weather and mold has become an
established commercial product in the
past two years.
39
Irwin Co., Robert W
Lewisburg Chair Co.
Lynch Sales Co., Joseph P
Lyon Furniture Mercantile Agency
McAlpin Hotel
Paalman Furniture Co
Resinous Products
Roosevelt Hotel
Shafer, John I
Smith Chair Co., B. R
Vander Ley Bros., Inc
Waters-Klingman Bldg
Widdicomb Co., John
The Williamsburg Galleries
Wolverine Upholstery Co
Back Cover
3
29
39
34
39
38
37
31
34
31
35
7
6
2
PLYWOOD
Tego-bonding,—gluing with dry resin
film adhesive,—has made the availability of such a material a fact.
SAFEST BUNKBED BUILT
~ "
* - - ' • • '
' • • • - • " —
Tego-bonded plywood offers not merely
improved resistance to moisture and
exposure breakdown. It offers permanent assurance against delamination
due to glue deterioration, whether from
water, climate changes or mold growth.
Tego Glue Film is manufactured by
THE RESINOUS PRODUCTS AND
CHEMICAL CO., Inc., Philadelphia.
-
Dressers and Chiffoniers, Free Wheeling
Center Bearing Drawer
Guide by "FISCHER"
•"•'
' - ' • * ' -
*
:
.
This maple finished, hardwood,
bunkbed with detachable twin
beds, springs, guard rail and
ladder, suitable for juveniles
or adults, 8 0 " long, 4 0 " wide,
6 7 " high.
$39 COMPLETE
Photos and prices furnished upon request
RESINOUS
PRODUCTS
FISCHER FURNITURE CO.
400-418 North May St.
We appreciate your mentioning you saw this in FINE FURNITURE
Chicago, Illinois
for
JANUARY,
39
1937
"^ -
Credits am
(Mediom,
LYON
TA •Kf
A
EBEJsSSi^r / /
7 LI vvIN
/rU^ITU^E
MERCANTILE
AGENCY
ARTHUR S. LYON, General Manager
Est. 1876—Publishers of LYOIS-RED BOOK
FOR
PAALMAN
The nationally recognized
CREDIT AND COLLECTION AGENCY
of the FURNITURE INDUSTRY
and trades kindred—Carpet—Upholstering—Baby
Carriage — Refrigerator — Stove — Housef urnishing
and Undertaking
BOOK OF RATINGS—CREDIT REPORTS—COLLECTIONS
OFFICES
N«w York, N. Y
185 Madison Av».
Boston, Mass
..North Station Industrial Building
Philadelphia, Pa
12 South 12th St.
Cincinnati, Ohio
_ 6 E. Fourth St.
Chicago, 111
„
201 North Wells Street
Grand Rapids, Mich
Association of Commerce Bldg.
High Point, N. C
_
Wachovia Bank Bldg.
Los Angeles, Cal „
12th St. at Broadway
TWENTY YEARS
HAS BUILT QUALITY
Quality of style; quality of workmanship; quality of materials have been
strikingly evident in Paalman's 20-year
quality reign. The unusual values in
the Paalman line are the result of a
well defined designing and manufacturing policy. In line with today's upward
trend in preference for better furniture,
we have executed fresh designs for our
diversified display which are priced to
enable you to realize profit — and to
satisfy the customer demand for value
and economy.
Don't fail to see the new Cellarette in the
January Market.
Cocktail table, No. 2805 (above).
Hospitality table, No. 101 (below).
FREE RADIO LOUD SPEAKER
CIRCULATING ICE WATER
TUB BATH OR SHOWER
In Every Room
PAALMAN FURNITURE
COMPANY
GRAND RAPIDS, MICH.
. .
With Direct
Entrance to Hotel
RATES—
P w , m f $ 2 . 0 0 Single
r r o m
\ $ 3 . 0 0 Double
HARRISON
HOTEL
HARRISON STREET
(Just OH Michigan Blvd.)
ANDREW C. WEISBURG, President
EDWARD W . JACKS, Manager
I L L U S T R A T E D
B O O K L E T
S E N T
U P O N
R E Q U E S T
Display
4th Floor
Keeler
Building
40
FINE
FURNITURE
f
NOW is the Time to Prepare
for the Forthcoming Demand for
CUSTOM FINISHES
In French Provincial, Victorian and Peasant
Creations, as well as for the Traditional
styles in this Mellow Patina Treatment.
Our LABORATORY h a s p r o d u c e d this
Custom Finish effect by a more simplified
and Economical Procedure, and with
Greater Finish Durability than is possible
by the European Method.
Our Service Department will gladly furnish
full information for producing this type of
finish, or will apply same
to your wood in the corEVERYTHING
FOR
rect color treatment for
. FINISHING .
a n y of the periods in
WOOD which you may be interested.
k
i
GRAND RAPIDS WOOD FINISHING CO.
Grand Rapids, Michigan
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