A WORD FROM - Reid`s Fine Furnishings

A WORD FROM
the WAIDES
As we celebrate our 20th year at Reid’s Fine Furnishings, we want to thank our
employees, manufacturers, and our amazingly loyal customers. Your continued support
has allowed us to grow from a 2,500 square foot combined showroom and warehouse to a
10,200 square foot showroom and a 6,100 square foot warehouse. In 2002, this expansion
enabled us to add Stickley, an iconic American manufacturer dating back to 1900; and more
recently other highly respected brands such as Ekornes Stressless, C.R. Laine, McKinley
Leather, David Michael, Currey & Co., Theodore Alexander, and Our House Designs. And
this year we embark into the Lynchburg region with a second location opening in Forest.
From day one our primary goals were to offer the highest quality home furnishings
available, a pleasant and fun shopping environment, and professional sales and service. We
remain committed to these goals, and we are as excited and passionate today as we were
opening day on October 1, 1995. If you are a first time shopper, welcome! If you are a repeat
customer, thanks for coming back.
We always enjoy seeing and visiting with you in our showroom.
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HISTORY
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STICKLEY
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DESIGN
TIPS
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REID’S in the
COMMUNITY
TABLE OF CONTENTS
History . . . . . . . . . . . . . . .
1
Employees. . . . . . . . . . . .
6
Stickley . . . . . . . . . . . . . . .
7
Care Tips . . . . . . . . . . . . .
9
Mattresses . . . . . . . . . . . . 13
Design Tips . . . . . . . . . . . 15
Ekornes . . . . . . . . . . . . .
Andrea and Bill
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Accessories . . . . . . . . . . . 19
Reid’s in the Community . . 21
HISTORY
of REID’S FINE FURNISHINGS
Furnishing a Legacy
In the Village
Twenty years ago, Bill Waide and Andrea Reid
were on their way to dinner at Norberto’s Italian
Ristorante, when an unexpected turn of events
became a first step toward the beginning of a legacy.
As a result of the closing of Andrea’s employer,
Logan’s Furniture of Salem, Bill and Andrea had
been dreaming and making plans to open their own
furniture business. When they passed an empty
storefront in the heart of Grandin Village, that dream
suddenly started becoming a reality.
A peek through the windows before dinner
resulted in a payphone call to the building’s owner
who told Andrea he was going to show the building
to someone in the morning. “Tell him we want to see
it tonight,” said Bill.
As a result of that call, and within hours, Andrea
and Bill signed a lease for 1324 Grandin Road. Bill
insisted the new business be named Reid’s Fine
Furnishings. And so the journey began.
Soon, the small rented shop was brimming
with hand-selected, American-made furniture
and home accessories. It wasn’t long before this
entrepreneurial twosome had the option to purchase
the building. The decision to do so came without
hesitation.
Today, the store has quadrupled in size. As
the business grew in both size and popularity, the
Grandin Road neighborhood also began to change
for the better.
There weren’t a lot of owner-occupied buildings
during the Waides first years in Grandin. “In fact, it
looked a little downtrodden” according to Andrea.
“Sadly, a few years after we opened, the Grandin
Theatre closed.”
Rather than looking for another location, the pair
joined the local business association and became a
part of the solution. From their first original storefront
to their current four, they had front row seats to the
transformation of Grandin Village.
“It has been just great seeing such significant
business growth over the years,” said Andrea. “While
it took a lot of hard work, we owe our thanks to the
many successes of the business association. We’re
also proud of the fact that we were able to play a
small role in this rebirth.”
Today, Bill and Andrea Reid Waide continue
to support local businesses and the surrounding
community with the personal touch
and panache for which Reid’s is
famous. After a big purchase,
customers are often slipped a
gift card for lunch or dinner at a
neighboring eatery.
“This is our way of promoting
the neighborhood, while at the
same time, giving our customers a
special treat,” said Andrea.
Tomorrows Antiques, Today
In this rapidly changing world of
on-line shopping, a locally owned
brick-and-mortar furniture store has
some tough competition. How does a
local business stay in the race? Well,
simply put, Bill and Andrea Waide don’t
sell furniture. They sell tomorrow’s antiques,
today.
As Bill explains, “That’s more than a slogan.
Reid’s stays competitive by making sales
based on quality and not on price.” He makes
his position very clear; “Despite the changing
trends in design and loss of many American
manufacturers, we continue to personally select
every single item we sell. And we do business with
primarily family-owned companies located right here
in America.”
“Our strategy from the beginning
was to buy and sell the highest quality,
preferrably American manufactured
furnishings available.”
Bill Waide
It hasn’t always been easy to fulfill that promise, but Bill and
Andrea remain relentless in their pursuit of offering only the
best to their customers. That commitment and hard work paid
off when Reid’s Fine Furnishings was selected as a dealer for the
Stickley brand of collector-quality furnishings.
Andrea explains their commitment to becoming a Stickley dealer:
“For seven years we sent them videos depicting our store and the
way we do business. We visited their showrooms. We still couldn’t
seem to get noticed. They’d look at the demographics and market size
of Roanoke and they were convinced our market wouldn’t provide them
with the large metropolitan business hub Stickley was expecting.”
Andrea and Bill showed Stickley just how wrong they were. Today
Reid’s Fine Furnishings is not only a proud Stickley dealer, but holds the
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distinction of being the third-highest gross sales per
capita dealer in the entire country.
Staying True
Refusing to compromise on doing business with
the highest quality manufacturers has been foremost
in Reid’s success. On the other hand, flexibility in
changing times has been of great importance.
“Our furniture has gone from being totally
traditional to being transitional and eclectic,” Andrea
Reid Waide said. “It’s amazing how the market has
changed.”
Bill and Andrea pay particular attention to the
importance of keeping things fresh and updated
in the store. It’s part of their overall marketing and
branding expertise. That’s why you’ll see Reid’s
designers and staff rearranging furniture displays
throughout the meticulous showroom. Everything
on display is arranged to enhance each customers
shopping experience.
We have to keep doing what we do
but also try a lot of new things.
Andrea Reid Waide
“It doesn’t always work but there are stores that
get stale,” Andrea Reid Waide explained. “We’re
constantly redesigning the store, changing windows,
changing presentations. You have to; it’s style, it’s
fashion.”
Taking Risks
Some things change and some things stay the
same.
Bill and Andrea aren’t averse to taking risks.
At the same time, other things will never change at
Reid’s. In fact, they attribute much of their business
success to understanding the small, focused niche
market, which is their cornerstone. They’re simply
not trying to be everything to everybody.
“People don’t have to wade through a lot of ugly
product because everywhere you look there’s
something special,” Andrea Reid Waide said. “It’s like
Christmas all the time.”
Love What You Do
After you set aside all of their achievements, at the
end of every day, Bill and Andrea Waide absolutely
love what they do. They love being in business
together. They love their customers. In fact, many of
their customers have become close personal friends.
When it comes to their staff, the Waides consider
them more like family than employees. “We’ve
only had two people in 20 years leave us,” Andrea
Reid Waide said. “Everyone here is a long- term
employee. Those folks have been a key to the
success we’ve enjoyed.”
Special requests are not uncommon at Reid’s.
Many customers will ask for their favorite staff
member by name. They’ll also bring in Second
Generation family and friends providing these new
buyers with the joy of a new journey toward owning
future heirlooms from Reid’s Fine Furnishings.
The Future
As is the case with many entrepreneurial business
owners, Bill and Andrea have no plans for retirement
any time soon. They’re having too much fun and
enjoying the day-to-day connections they have with
their staff, their customers, and their market.
In addition to working with today’s exciting
new forms of communication like Facebook, e-blasts,
and more, Bill and Andrea continue to carefully
handpick each piece of beautiful merchandise to
grace their showroom floor. For them, it continues to
be a beautiful life.
“I’m weak in the presence of beauty. We have
absolutely gorgeous things here,” Andrea said of
their products. “The lighting, the fabric. I just look at
them and think, this is gorgeous.”
“We stay true to it,” Bill Waide said. “We know we
don’t have a huge market, but we know who that
market is, and we focus on bringing in new products
that they’ll respond to. We know who we are.”
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“I’m weak in the presence
of beauty.” Andrea Reid Waide
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EMPLOYEES
Reid’s has long-term employees with over 200 years of
combined furniture sales, service, and delivery experience!
Kaye
Shirley
Sales Associate
Customer Service
DEAN
BEAVER
Beth
SHIVELY
Robynn
ONYETT
Office Manager
Sales Associate
Jerome
Becky
LANDSDOWN
Warehouse Manager
SHEETS
Sales Associate
Gary
SEXTON
Interior Designer
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LUCY
Shop Dog
Erik
ONYETT
Delivery
Matthew
MCGLENNON
Delivery
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MADE IN AMERICA
since 1900
The details pictured below show a few of Stickley’s unique and time-honored
construction techniques. As you become familiar with distinguishing characteristics of
fine furniture, you’ll notice most of these techniques are used only by Stickley.
At Stickley, skilled crafts
people create timeless works
of art with loving hands, careful
attention to detail, and an eye
for exceptional beauty. Stickley
has perfected the furniture
making process from beginning
to end: from selecting the
finest lumber, to creating the
sturdiest construction features,
to finishing each piece of
furniture to be the very best.
Heirloom furniture begins with
the careful selection of the finest
solid woods. Wild black cherry
from the Adirondacks mellows
beautifully with age, developing
a rich patina. Soild white
quartersawn oak is selected
for its beautiful ray flake and
incredible strength.
Stickley uses reliable
construction techniques, some
that have been wrought for
centuries, and many that are
uniquely Stickley. Among the
PHOTO
PHOTO
distinctive Stickley features are
dove tailed cross rails, side and
center guided drawers, and
pinned chair joints. Not only do
these Stickley characteristics
offer additional aesthetics to
a piece of furniture, they also
ensure durablitiy.
Beauty is celebrated in each
piece of Stickley furniture, and
particularly in the finishing
process. Complex techniques
allow the natural grain of the
wood to show through the
finish. Clear dyes stop color
from sinking into subsequent
layers. Stains are applied by
hand and penetrate into the
wood fiber to blend with natural
wood color tones.
(above) Bill Peed,
Stickley Representative
PHOTO
“The word that is loved best in the
language of every nation is home.”
Gustav Stickley
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PHOTO
FURNITURE
CARE TIPS
Purchasing fine furniture is not only a privilege but an
opportunity. An opportunity to be the first owner of what may
become a treasured heirloom. The precautions listed here are
typical of high-end, fine quality furniture manufacturers.
View them as an aid to ownership, not a burden. Ultimately,
the value of a fine piece of quality made furniture will increase
with the care you give it as the first owner.
If a consumer has personal standards
above those of the manufacturer, it is best
to address those issues before purchase
rather than afterward.
1W O O D
Wood is a natural material.
Solid wood furniture bears natural
characteristics, marks, and grain
patterns that are consistent with
the overall appearance of the
wood. Wood changes color over
time. Uniform aging is quite
pleasant and desirable. An owner
must be responsible for being sure
a piece of furniture ages uniformly.
Furniture makers understand
these characteristics and their
standards will be exhibited in
samples from the maker on a
showroom floor. Do not expect
more from the wood than what
nature has given.
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2S U N
Avoid exposure to strong
sunlight. Ultraviolet (UV) rays can
discolor wood, furniture finishes,
fabrics, leather, and carpet. Be
aware that Low-E glass does not
filter out ALL damaging sunlight.
Consumers should examine
showroom pieces before buying
to determine the standards set by
the furniture makers.
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CONDITIONS
Keep furniture from being
exposed to extreme hot and cold
or prolonged moisture. For hot
and cold items, the rule of thumb
is: “if you can hold it comfortably
in your hand, the finish should
withstand it.”
POLISH
Pour polishes onto a clean
cloth and never pour liquid
polish directly on a furniture
finish. Always wax, polish or
dust with the grain. Allow
polishes to dry completely
before replacing objects.
Furniture care products
should never be used in
combination. In general, a care
product such as wax or dressing should only be applied
sparingly a few times a year.
General dusting can be
accomplished with water on
a soft cloth followed by
thorough drying.
5S T O R A G E
Store table leaves flat,
apron side up, in a controlled
environment to prevent warping
or cracking. Invest in table leaf
storage bags.
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“The whole house has to tell a story.”
Gary Sexton
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MATTRESSES
Reid’s Custom Mattress Collection
An invitation to the most comfortable sleep, ever.
Imagine…a bed that feels like it was developed just for you.
A bed that responds to your physical contours, sleep positions,
and body temperature.
With a mattress from the Reid’s Collection, you will go to
sleep quicker and rest more quietly.
This is a Winndom.
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DESIGN TIPS
WHAT IS YOUR
STYLE?
When choosing a style, look for inspiration anywhere and
everywhere. Grab a notebook so you can collect your design
ideas and jot down your decorating dreams. Try to divide them
into projects that can be accomplished in a day or a week or a
month and those that may take a long-term commitment.
10 Q U E S T I O N S
to ask before you start.
1. What type of surroundings
make you happy?
2. Do you respond to neat
and organized or chock-full of
accessories?
3. Which is your favorite room
in the house; or your least
favorite?
4. Where do you feel most at
home? City sleek or country
casual, etc.
5. How much time, energy
and money are you willing
to spend right now on the
style you want to achieve?
6. How do the people who
inspire you live?
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7. Do you have a favorite piece
of furniture or art or collectible
that influences your starting
point?
8. If you could change one
thing about the furnishings in
your home what would it be?
9. Where would you take a
dream vacation and could it
be translated to the feelings
in your home?
10. Does your decorating
dream correspond to the
way you actually live?
Example: does a formal
living room really fit your
casual lifestyle?
What H U E
are you?
Color is the decorating
glue that holds your home
together. A beautiful color
scheme can make your
whole house seem well
planned and organized.
Even though color plays an
important role in the way
your home looks and feels,
there are no hard and fast
rules about finding the right
palette.
Color choices are
personal. Start with what
you love. Deciding on a
scheme doesn’t have to
be overwhelming. There
are ways to find colors
that please you, make you
happy or energize you. Just
about anything can serve as
inspiration. Where to start;
look at a piece of fabric
or rug that you’ve always
wanted to use. Choose
your primary color with
that in mind. Paint is an
inexpensive and simple
way to change the whole
atmosphere of your home.
Ask yourself: what’s
your favorite color? How
do you react to
color? How do
you want this
space to feel?
How much
light is there
in the space?
Color cues can
come from just about
anywhere. With all of
this in mind, “don’t be
afraid of color”.
GARY
SEXTON
MEET OUR DESIGNER
Gary Sexton is Reid’s
in-house interior designer. With
years of expertise and an eye
for design, he can transform
any room of your home into
the space you envisioned.
Growing up, his mother told
him to “be different and always
give 110%.” To this day, he
still follows mom’s advice.
It’s inspiring that Reid’s Fine
Furnishings instills the same
mentality.
Gary specializes in floor
plans, color schemes, fabrics,
and accessories. He offers
in-house consultations to
review each element of a
room’s design and assists with
getting customers in contact
with contractors and painters.
As he puts it, “The whole house
has to tell a story.”
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IM AG IN E
COM F OR T
D E LIG H T
YOU R EY ES
DE S IG N
TH AT W OR K S
DISCOVER
THE SECRETS
The perforated foam is molded directly over the frame. The indentations in our
new Comfort-Zones™ technology let your body sink deeper into the seat, giving
you an overall embraced feeling for even more enhanced personal comfort.
.
An additional pad of soft space-age foam ensures optimum comfort.
.
Super-soft polyester fiber cushions your body and ensures
an attractive look.
Durable steel frame and flexo springs for superior resilience
.
and continuous
support.
Plus™system provides continuous support for your head and lower back.
.
Double-sided mechanism ensures maximum stability and functionality.
Genuine top-grain leather or fabric covers the entire seat, for a luxurious look
and feel.
Unique Stressless® Glide system automatically adjusts to your body weight.
Two-stem base adds superior stability.
For maximum mobility, swivel actions lets you easily turn 360˚.
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Accessories
Accessories are a reflection of
who you are, sometimes even
more than furniture.
Andrea Reid Waide
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REID’S IN THE
COMMUNITY
In 1995, Reid’s Fine Furnishings opened in historic
Grandin Village. Owners Bill and Andrea Waide fell in
love with the hometown atmosphere of this eclectic,
family-friendly neighborhood and wanted to be a
part of the community. Since that time, they have
been active participants in supporting the growth and
development of the neighborhood, the residents, and
the local businesses.
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Grandin Road
Merchant’s Association
In 1996, Andrea Reid Waide was among the first members of the
Grandin Road Merchant’s Association. Since then, she has served as
an active Board member. This is a group of business owners who are
dedicated to promoting success for all Grandin Road businesses, as
well as the entire community. This Association holds annual events,
such as the Christmas Parade, to raise funds for local charities, while
at the same time promotes the small town friendliness of the Grandin
Road area.
Bio Medical Engineering
Scholarship at VT
Since the birth of Reid’s Fine Furnishings, Andrea and Bill Waide have
taken a personal interest in their customers. A cornerstone to the success
of their business is helping each customer select home furnishings that fit
their lifestyle, personal taste and décor. As so often happens in business,
customers become friends. Such is the case with Dr. Amrinder Nain and
his wife, Dr. Bahareh Bekkam. Dr. Nain was well aware of the influence the
Waides have in their community. He invited them to become a partner in
providing on-going financial support to maintain scholarships for students
doing cancer research in the Bio Medical Engineering Department at
Virginia Tech. As a result of this friendship and that invitation, the Waides
are proud to have provided scholarship money to deserving Virginia Tech
students for the past four years.
Jefferson Center
The Jefferson Center is a vital part of the cultural life in Roanoke,
offering educational opportunities to young people who are
interested in the performing arts. Additionally, the Jefferson
Center brings professional musicians and artists to their stage,
as well as their classrooms. It’s not a surprise that Reid’s Fine
Furnishings is a strong advocate of the Jefferson Center. Over
the years, Cyrus Pace, Executive Director, has counted on Bill
and Andrea Waide to support this nonprofit arts and community
center with desks, seating, and other donations of furniture.
The Waide family also stands behind the Jefferson Center with
fundraisers at their store and underwrites financial programs that
match individual donations.
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REID’S IN THE COMMUNITY
Grandin Theatre
The historic Grandin Theatre continues to be a jewel in the crown
of Grandin Village. Originally opening in 1932, the Grandin Theatre
served as a destination point for generations of theatergoers who
enjoyed movies and live stage productions. A few years after Reid’s
Fine Furnishings open their doors, the Grandin Theatre closed theirs.
“Save The Grandin” became the overture throughout the area. Bill
and Andrea Reid Waide joined the call and, with many other generous
community members, made it possible for the Grandin Theatre
Foundation to purchase and renovate the original Grandin Theatre.
Smith Mountain Lake
Charity Home Tour
The Smith Mountain Lake Charity Home Tours have been a popular
event in the Roanoke area for twenty-five years. Featuring tours of eight
beautiful private homes on the lake, the community favorite has raised
millions of dollars for charitable organizations over the years. The homes
are open for three days and are accessible to tour-goers by car or by
boat, making this a unique opportunity to enjoy their scenic beauty. For
several years, Reid’s Fine Furnishings has been a sponsor of a home on
the tour schedule. Their sponsorship helps to offset costs associated with
promoting and operating the tour, allowing more proceeds to be donated
to the year’s designated charity.
Ekornes Furniture Annual
Charity Promotion
Reid’s Fine Furnishings is Roanoke’s exclusive dealer of the beautiful and
ergonomically designed Ekornes Stressless® furniture line. The Norwegian
furniture maker is also philanthropic, with an annual promotion to increase
donations to worthy charitable organizations. If a customer donates $50
to a nonprofit organization, they receive a coupon for $200 to $400 off
the purchase of an Ekornes Stressless® chair or sofa. As a part of this
promotion, Bill and Andrea Waide select a different local charity each
year to be the recipient of their customer donations. Charities selected
have included the Ronald McDonald House, the local chapter of the
Susan G. Komen Foundation, the domestic violence shelter, Turning Point,
and the Community Youth Partnership. Contributing to local charities is
important to Bill and Andrea, who believe in supporting the people and the
community in which they live and work.
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1324 Grandin Road | Roanoke, VA 24015 | 540.342.1844
14805 Forest Road | Forest Square Suite 101 | Forest, VA 24551 | 434.525.2020
ReidsFurnishings.com