september • 1937

MAGAZINE
T. ASHLEY DENT
when most men pull on their carpet slippers.
(See page 12)
Two dollars a year
20 cents a copy
SEPTEMBER • 1937
Grand Rapids,
Michigan
jtar Successes
of trie
Aiidsummcr
Markets
• The entire Ca-Vel line fared
very well indeed at the midsummer markets. But the five
fine velvets shown at the left
were accorded continuous curtain calls —with sales.
Smart furniture manufacturers
and their dealers are setting
the stage for a sell-out season
— with all kinds of furniture,
modern, semi-modern and conventional — covered with the
new sales-appealing Ca-Vel
fabrics.
COLLINS & AIKMAN
CORPORATION
Weavers of Ca=Vel Fabrics
200 Madison Avenue, New York, N. y.
1808 Merchandise Mart, Chicago, III.
CA-VEL
All Mohair Fabrics Guaranteed Against
Moth Damage for Five Years
THE SIGN OF
FINISHING MATERIALS
NEW FINISHES
ECONOMY METHODS
We appreciate your mentioning you saw this in FIXE FURXITURE
FINE FURNITURE
FlN€ FURNITUR€
the Homefurnishing Magazine from
the Furniture Style Center of America
SUPER
BLEACH
• PICKLED FINISH SUCCESS is dependent upon the efficiency of the BLEACHING
AGENT — the most important factor entering into the production of PLATINUMBLONDE finishes—SUN TAN WALNUT—
HAREWOOD MAHOGANY and WALNUT
— GREY ONYX WALNUT and our new
JULY MARKET finish hits —FADED
MAHOGANY a n d FRUITWOOD
MAHOGANY.
® SUPER BLEACHING SOLUTIONS insure
the highest degree of bleaching satisfaction — and because of their unquestioned
dependability are universally recognized
and indorsed by foremost designers and
manufacturers.
© SUPER BLEACH outstanding performance is your assurance of ultimate success in the production of all PICKLED
Finishes. Insure yourself against bleaching hazards by adopting SUPER BLEACHING SOLUTIONS for the successful bleaching of all woods.
1937
VOLUME 2
NUMBER 9
GEORGE F. MACKENZIE. President
PHIL S. JOHNSON. General Manager
R O D G. M A C K E N Z I E .
Editor
SEPTEMBERPage Nine
9
Store Modernization Importantly Related to Better
Merchandising
. . . 10
Man On the Cover
12
Furniture Frolics, by Ray Barnes
13
Styles for Fall
14
Is This Your Salesman? by Ruth Mclnerney
19
Museum of Fine Arts, Boston
20
What Do You Know, and Are You Sure?
21
The Sketch Book, by Arthur Kirkpatrick
22
New Beauty and Utility of Major Appliances
24
Fabric Facts, by Phyllis Field Cooper
26
New Stores
28
Your Inquiries Solicited
GRAND RAPIDS
WOOD FINISHING
COMPANY
GRAND RAPIDS
MICHIGAN
Published monthly by the Furniture Capital Publishing Co., 1S5
Ottawa Ave., N. W., Grand Rapids, Mich. Acceptance under
the Act of June 5, 1934, authorized April 30, 1936. FINE FURNITURE copyright, 1936. Eastern office: R.K.O. Bid., 1270 Sixth
Ave., Room 906, New York City, phone CIRcle 74339, S. M.
Goldberg, representative. Chicago office: 307 N. Michigan Ave.,
phone CENtral 0937-8, Bassler & Weed Co., representatives.
Subscription rates: $2 per year in the United States and American
Colonies; #3 in Canada and foreign countries; single copies, 20 cents.
We appreciate xour mentioning von saw this m FIXE FURNITURE
for
SEPTEMBER,
1937
Grand Rapids Leadership
in Furniture Styles and Values . . . .
Means Leadership
in Profits and Prestige for Your Store
Come to the
GRflnD RAPIDS miD SEflSOn mflRKET
November 1 to 6, 1937
Buyer attendance at the three Grand Rapids Furniture
Expositions held this year proves again that leading
dealers have found it wise and profitable to come to
Grand Rapids FIRST. Grand Rapids' leadership has
never been so firmly established as it is today.
Only at the Grand Rapids Market will you find the best
and most saleable furniture displayed in greatest volume. Plan now to come to Grand Rapids for a profitable
and enjoyable visit. The FURNITURE CAPITAL OF
AMERICA extends a friendly and sincere invitation to
attend the next Mid-Season Market, November 1 to
6, 1937.
GRflnD RAPIDS FURniTURE
Exposmon nssociflTion
We appreciate your mentioning you saw this in FINE FURNITURE
FINE FURNITURE
THE BEST in FURNITURE
l*$.f'.> -I-/'." .
•.
!
f
ENDEAVOR
.
1
^ k .
- •
•>••
MMMaMHHN
!
;
•
BBB
^^^^
11''
i
Q
UALITY merchandisers of good furniture realize the importance of carrying the
JOHN WIDDICOMB product. These astute merchants realize that long-established
recognition and reputation for distinguished furniture is an assurance of exquisite
craftsmanship, artistic beauty and enduring service. . . . Each JOHN WIDDICOMB
creation must ring true to every exacting test. There is no substitute for careful thought
and thorough research behind quality furniture.
JOHN WIDDICOMB COMPANY
GRAND RAPIDS, MICHIGAN
Factory Showroom, 601 Fifth St.
NEW YORK SHOWROOMS
No. 1 Park Avenue
appreciate your mentioning you saw this in FIXE FURNITURE
I
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 FINE ARTS BUILDING, 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 highest type
of general service is conducted in the interest of the furniture and housefurnishing exhibitors.
Fine Arts
Corporation
operating F i n e
r
6
A r t S
a n d
Pantlind Exhibition Buildings
• • • • • • • • • i• • • • • • • >•• •••• • • • • w • • • • • • • • • • • • • • ^ • « • •• • • • • • • • • • • • • • • a ^ w • • • • • • • • •• • • • • • P • • • • • • f " V ! j •
We appreciate xour mentioning \ou saw tins in F I N E F U R N I T U R E
••
FINE FURNITURE
"A Good
Name...
For nearly seventy years the name ESTEY has been a recognized factor in the
furniture industry. This recognition has been founded upon integrity, craftsmanship and service. . . . The importance of dealing with a long-established firm is
appreciated by hundreds of ESTEY customers, located throughout the country.
Leaders in style development, ESTEY'S new groups in 18th Century English
and French periods and their Modern interpretations, insure acceptance by
your better clientele. In meeting every requirement of style, construction
and finish, achieved through improved production efficiency, it is possible
for ESTEY to offer superlative values.
DISPLAYED
IN W A T E R S - K L I N G M A N
BUILDING
ESTEY MANUFACTURING CO
OWOSSO • MICHIGAN
We appreciate \our mentioning you saiv tins in FIXE FURNITURE
for
SEPTEMBEB,
1S37
9,630 BUYERS
Register at Biggest
July Markets
In History
f
F U R N I T U R E
V ' ii- -• !• i the first week passed that of the entire Market last
.• . i. Bi. iii. ss for the Market was well over 50% ahead of last
Ju1 .•. II if :ay of the first week we had more buyers than any
dn,. giiije v. £ started to keep records.
W. H. Waechter, American Chair Company
TV '. • • I M .rket we have ever had since being in Chicago from
every standpoint—sales, attendance, and new business.
Frank P. Higby, Charlotte Furniture Company
Great increase in attendance at our showrooms. We opened
any number of new accounts—best in 15 markets for new
accounts.
Arthur Lans, The Bristol Company
FLOOR COVERING
We saw between 1,500 and 2,000 buyers
at the Market — an increase of 25%.
Orders from the Chicago district, which
includes the states of Wisconsin, Illinois,
Indiana, and Iowa were doubled.
C. E. Graham, District Manager,
Armstrong Cork Products Company
HO USE WARES
& APPLIANCES
We saw over 500 buyers during the Market—double last July. Our dollar volume
tripled, 50% coming from new account.1;.
T. B. Swartzbaugh, Swartzhaugh Mfg. Co.
We saw 1,348 buyers—the largest attendance we've ever had. A very successful
Market, even though a day shorter.
E. P. Schuneman,
Bigelow-Sanford Carpet Co., Inc.
CU R T A I N S &
DRAPER IE S
Attendance exceeded the last Market
50%. Sales were up 60%.
A. D. Galligan, Mohawk Carpet Mills
We saw at least 650 buyers and had a very
satisfactory Market.
I. F. Ellis, F. A. Foster & Company, Inc.
LAMPS & SHADES
We saw between 400 and 500 buyers from
every section of the country—an increase
over last July of at least 20%. Sales increased over 20%.
Joe Walsh, Bromley Mfg. Company
The biggest Market we ever had—sales
ahead 110% over last July. We saw at
least 500 buyers. They came from every
state in the Union.
P. C. Cohen, Lightolier Company
We saw over 900 buyers. Sales jumped
30% over last July, with a great revival in
floor lamp sales.
E. A. Freyer, Vice-President,
Colonial Premier Company
THE
MERCHANDISE MART
•HE GREAT CENTRAL MARKET
CHICAGO
We appreciate your mentioning you saw this in FIXE FURNITURE
WELLS STREET AT THE RIVER
FINE
FURNITURE
NOTICE
To Owners of Retail
Manufacturing Plants
and Jobbing Houses
If you want to retire from business — liquidate your merchandise stocks, fixtures and equipment, FOR SPOT CASH —
collect accounts — and where desired, lease your building —
Write, wire, phone or mail coupon below for full details of
our NEW PLAN of liquidation, now being used by some of
America's largest retail, manufacturing and wholesale houses.
The plan will be sent free of obligation on request — all correspondence and results of our plan will be held in strictest
confidence.
RAPIDS LIQUIDATING CO.
Liquidators
of Retail Stores, Manufacturing
and Jobbing Houses
FIRST FLOOR PENINSULAR BUILDING
Plants
GRAND RAPIDS, MICH.
GRAND RAPIDS LIQUIDATING COMPANY,
First Floor Peninsular Building,
Grand Rapids, Michigan.
Gentlemen — Please furnish us, free of obligation, details of your new Liquidation Plan. Please
check below.
• HAVE REPRESENTATIVE CALL
Firm
Street
City
Address reply to
We want to liquidate
• MAIL DETAILS OF PLAN
State
Qj Merchandise
PLEASE CHECK
Q Fixtures Q Collect Accounts
We appreciate your mentioning xuu saw this in FINE FURNITURE
Q Lease our building
for
SEPTEMBER, 1937
PAGE NINE
Though other pages bare the minds
Of many men, the credit or
The blame I'll bear for what one finds
On this, Page Nine.—The Editor.
FAR WEST MART
Paralleling market centralization programs of the midwestern and eastern furniture and homefurnishing centers is
the steady progress being demonstrated by the far western
exhibition centers. Impressive expression was demonstrated
during August in the opening of the Western Furniture
Exchange and Merchandise Mart at San Francisco. Culminating the untiring efforts of Harry J. Moore over a period
of 21 years, is an imposing structure, costing appproximately
$3,000,000, located at Upper Market St., the largest mercantile building erected in San Francisco since 1900. It
emphasizes the city's strategic position as a marketing, banking and distribution center.
Joining with other national homefurnishing markets, the
Mart announces the inauguration of regular buying seasons,
with the winter market date set for January 24-29. Twentyone years ago the first market drew 15 dealers. Now, with
a weekly market day on Friday, and permanent exhibits a
constant attraction, attendance is estimated at 50,000
annually.
An important adjunct to the new Mart building is the
inauguration of its public relations and trade extension
bureau. Headed by capable Marta K. Sironen, author, lecturer and furniture stylist, formerly associated with the Grand
Rapids Furniture Exposition Association, the bureau's activities will go far in establishing prestige for the new furniture and homefurnishing center. Merry Marta's many friends
in the East will Join in wishing her new venture success.
ff
MUSEUM MASTERPIECES
retail furniture merchants throughout the country anticipate
the 1937 campaign will outstrip its predecessors.
Being both an educational and selling event, National
Furniture Week promotions have consistently attempted to
merchandise better furniture and homefurnishings. Encouraging is the type of advertising matter employed by merchants throughout the campaign. No previous collective
merchandising event in the homefurnishing field has produced such a tonnage of newspaper and radio copy; no
other program has induced the interest of the public to
such an extent. Furthermore, it enables the merchant of
homefurnishings to compete on an even basis with other
important industries competing for the consumer's dollar.
The cumulative effect of the Week carries over in many
instances into the holiday season and lifts sales out of the
slough of day to day selling. Why not carry on the improved
type of promotional effort evidenced during Furniture Week?
Why drop back into the hackneyed, stale, misleading, pricebaiting brand of advertising that has heaped opprobrium
on your methods of promotion?
ff
LAUREL LEAVES
Some retail salesmen may give less than a tinker's damn
what the customer thinks of them. But in Miss Ruth Mclnerney's article in this issue — "Is This YOUR Salesman?" — is
handed out a few ideas, that, coming from a customer,
should be of value. And, after all, your income is dependent
upon customer confidence.
ff
THE SHREWDEST FORGET
Due to the unusual interest exhibited by readers of FINE
FURNITURE MAGAZINE in the Metropolitan Museum of
Art furniture illustrations that have appeared from time to
time, we are inaugurating this month a series of 12 rooms,
with individual pieces from the respective collections, housed
in the Museum of Fine Arts, Boston. Through the gracious
cooperation of Curator Edwin J. Hipkiss we have been
permitted to present this exclusive feature.
Beginning with a room by Samuel Mclntire, 18th Century
American wood-carver, designer and architect, we will follow
with such groups as, Room from Bath, Me., ca. 1803; Room
from Portsmouth, N. H., second quarter 18th Century; Room
from Marblehead, Mass., ca. 1730, and Room from West
Boxford, Mass., ca. 1675-1704.
Frankly, we feel that this page should inspire increased
interest in authentic reproductions, a more studied execution
in the development of commercial adaptations.
ff
Inculcating in salespersons' minds the idea that women
customers are vulnerable when merchandise in the luxury
class is properly presented, is going to be an important
mission of managers of floor covering departments this fall.
In place of offering day-to-day promotional merchandise,
the attack should be built around the idea of supplying
the customer with floor coverings suitable to her immediate
need. Mayhap it is a wall-to-wall carpet, a special wilton,
a Sarouk or even a custom job. At least try to sell her
something that is in accord with what she wants, has taste
for and yet in tune with her purse.
Challenging the sales force of every floor covering department this fall is the bugaboo of higher prices. Rising
figures on price tags must be faced. No longer can price
raises be absorbed. Customers must be approached in such
a manner that they will not be conscious of the fact that
a rug purchased last fall cost $15 less than the same article
this year. Even the shrewdest shopper forgets. With this
angle in mind, new price ranges should not deter a salesperson from pushing quality and style merchandise.
KEY TO HAPPY HOMES
Criticized for its methods of promotion, in many cases properly so, the furniture industry is rising to its own defense
on a united front during the week of September 24 to October 2. The third installment of the furniture industry's contribution to "National Weeks" is drawing toward the zero hour.
Based on the experience gained from the first two attempts
at focusing the homemaker's wary eye on their merchandise,
ff
LIARS
It's queer what a difference there is in seeing a line as
a buyer, going over it with the manufacturer's salesman, or
going through it with the big boss. Someone is lying!
ff
10
FINE
FURNITURE
STORE MODERNIZATION Importantly
Related to BETTER MERCHANDISING
T
HE picture of iurn'.turs merchandising has changed
materially within die past ten years. New methods
of buying supplant the old. Markets have become
more numerous and closer to stores. Display, particularly in the larger cities, has undergone a much-needed
change for the better. Advertising, in general, is a
shade better in that it is not so blatant in boraxy bargain appeal, it is soft-pedaling the bally-hooey and.
even m "'schlacht" houses, assuming a more dignified
approach to the customer.
With all this gradual shifting of the furniture retailing scene to conform with the altered purchasing habits
of customers, old store structures erected in the late
'90's and early 1900's find themselves strangely yet
strongly handicapped in performing the functions of
the new type homefurnishing store which will be most
efficacious in attracting and holding trade.
An Active Year • The subject of store remodeling and
modernization has been told ov-er and over again in the
Homefurnishings Xews section of FINE FURNITURE
over a period of a year — one of the most active twelve
months in the history of store remodeling and store
refinements. One old firm after another has realized
the inadequacies of its old structure and has met these
deficiencies with a splendid spirit, a keen realization of
changing needs and a superb confidence in the future
of the homefurnishing profession.
There has been something far beyond pride of ownership in the improvement of old structures and the
construction of new buildings. They have been no
mere empty gestures, but rather the manifestation on
the part of merchandisers of a realization that better
display facilities, more alluring windows, interioral
oldo'jt rotail sloie
modern facade.
arrangement scientifically keyed to more and quicker
sales, air conditioning, correct lighting and a host of
other newly-developed merchandising aides are now
and will be increasingly a requisite to success in the
retailing of furniture.
You Are Invited • FINE FURNITURE is elated to record
each month, m a necessarily brief form, the history of
such progress in the construction and modernization
of furniture store buildings. FINE FURNITURE invites
retailers who have achieved unusual results, beyond
beauty, in exteriors and interiors of their buildings to
tell us about them, so that the whole trade may be
benefited by their experiences. Although we cannot
publish all of these, we shall endeavor to present ail
those we believe are outstanding contributions to merchandising progress in physical equipment und store
layout.
This recording of the best in new-store construction
and old-store modernization must take into account the
tine job done by Schoenfeld's Standard Furniture Co.,
of Seattle. Wash., which has just completed a modernization program costing approximately $100,000.
One of the most notable factors in connection with
the remodeling of this oldest retail store in Seattle,
built in 1907, was the abolishing of the long familiar
corner entrance, topped by a clock. A cantilevered
display window occupies the site of the former entrance, and the new ingress is moved ten feet to the
Pine street side, with a restricted parking area immediately in front of it. A marquee, however, ties in the
new entrance with the corner; it begins at the far side
of the new entrance and extends 75 feet in length to
for
SEPTEMBER.
11
1937
the other side of the building. Two
sets of hardwood and bronze doors
have been placed at the entrance to
eliminate draft and dust in the
store.
Entrance • The entrance change
is important, merchandisingly, not
only because it introduced a display
window adequate for the display of
a room arrangement of furniture,
but because it takes into consideration the modern needs of motor
traffic. As stopping a vehicle on a
corner isn't done in 1937 traffic, a
corner entrance has no place in a
1937 store!
The exterior of the building was
also changed by refacing with black
mottled terra cotta to the second
floor, and the white terra cotta of
the original design was extended
down to this point to give the building better proportions, a more brilliant contrast in color.
Interiorally, the plan was to replace yesterday's ornateness with
modern simplicity. The textured
plaster of first floor decoration was
replaced with plaster in smooth finish and a suspended ceiling introduced to cover all pipes and beams.
The off white of this background is
a foil for the display tables and
cabinetry in a warmer off white,
accented with pencil decorations of
dusty rose. The entire elevator
front was refaced with blue formica
and polished chrome trim.
Removal of the old stairway approach to the mezzanine from an
almost center position to one at the
extreme rear of the store has accomplished much. It releases valuable selling space on both first
floor and mezzanine, and makes
possible a provision for customer
convenience — a ladies' lounge and
writing room at the stairway terminus on the mezzanine. Also, all
customers who wish to visit the
c r e d i t offices are t h u s d r a w n
through the entire first floor. It is
important to point out that the
housewares department is on the
mezzanine, directly adjacent to the
c r e d i t offices. H o u s e w a r e s at
Schoenfeld's also includes a very
"live" paint department which has
been doing even better since moving to a location commanding a
flow of traffic. Radio is also on the
mezzanine, and all other major appliances are on the special appliance floor — the basement, providing a total of 64,800 square feet for
the merchandising of washers and
ironers, ranges, oil burners and
refrigerators.
Views of Schoenfeld's remodeled, modernized interior.
Impulse Goods • This store follows a practice of putting impulse
departments on the main floor —
small appliances, silverware, china
and glassware, linens, blankets and
bedding. The modernized layout
calls for arranging these in boundaries of eye-high cabinetry to give
an effect of many interesting little
shops within a great store. It is a
merchandising theory also applied
to upper floors, of which the lamp
shop shown here is an interesting
exhibit. A 10-foot suspended ceiling and stock fixtures which partially bound the department, help
to create an intimate atmosphere
which makes for better selling and
makes the lamp merchandise more
attractive and easier to choose from.
12
FINE FURNITURE
Floor-Coverings • Linoleum is another item rating a special "little
shop" environment, and both the
drapery and rugs, on the same
floor, have special display rooms to
facilitate selling from sample
lengths. Such provisions for custom
service is integrally a part of the
Schoenfeld plan of not selling merchandise, as such, but homefurmshings ideas! Certainly this store is
well known for the way it has pioneered in the model home plan of
merchandising. The two models are
on the fifth floor — one a completely furnished house, with an exterior
of antiqued brick.
The store is managed by a third
generation of Schoenfelds: Herman,
Jr., the son of the president, who
has retired from active management; Kenneth, Herbert and Ralph,
the sons of the late H e r b e r t
Schoenfeld.
man on
WHERE and WHEN
NATIONAL FURNITURE WEEK
September 24-October 2
GRAND RAPIDS EXPOSITION
Mid-Season Market, November 1-6
AMERICAN FURNITURE MART.
CHICAGO
Mid-Season Market, November 1-6
MERCHANDISE MART. CHICAGO
Mid-Season Market, November 1-6
AMERICAN FURNITURE MART
CHICAGO
Winter Market, Jan. 3-15
MERCHANDISE MART, CHICAGO
Winter Market, Jan. 3-15
N. Y. LAMP
New York City,
N. Y. FURNITURE
Winter Market,
SHOW
Jan. 17-21
EXCHANGE
Jan. 17-29
SAN FRANCISCO WINTER MARKET
January 24-29
"Feather Letter"
for Small Balances
D E R P E T U A L problem of furniture deal•L ers everywhere is the occasional small
balance. What furniture dealer can afford
to get "heavy" over a $1.95 account, especially when no process of forced collection
exists to collect the thing? Small balances
need to be collected; first, because they
count up to a substantial total, second,
because the customer whose account is completely paid is much more apt to return
for further patronage.
Here is a small-balance letter used by a
western furniture dealer. The store's regular letterhead is used, but the message is
typed so that a small colored feather can
be inserted through two small holes cut
in trie stationery. Immediately attracting
attention, the message develops the idea:
"One liny feather, of itself, weighs very little —
hut just try carrying a feather-bed up attic
sometime i
One unpaid small balance, like that standing
against you on our books ($1.95) does not
seriously affect us, but several dozen of them do.
Also — it is pretty easy, for a small amount like
this, to spend pretty much the equivalent of it
in postage and letters, if it remains unpaid. We
know you wouldn't, intentionally, have that happen.
So, before you forget it, please send your check
to us in the enclosed addressed envelope — today!"
the cover
A
T THE first anniversary of
. the new Berkey & Gay Furniture Co. line, which occurred
at the past May market, a figure
long familiar in the furniture industry and responsible m a big
way for the many changes in the
B. & G. display, was T. Ashley
Dent. At an age when most men
are ready to pull on their carpet
slippers and murmur "they're not
goin' out tonight," "Ash" assumed the general managership
of Berkey & Gay.
Entering the furniture game at
the explorative age of 19 with
the D. M. Gilmore Furniture
Co., M i n n e a p o l i s , T. Ashley
spent three years, followed with
a like term at Knapp & Stoddard in Chicago, and five with
the Orinoco Furniture Co. at
Columbus, Ohio. The next 20
years found the "Colonel" directing his intense energy, imagination, i n s p i r a t i o n and ability
t o w a r d the d e v e l o p m e n t of
manufacturing concerns. Notable achievement in this line of
endeavor was the Elgin A. Simonds Co., of Syracuse, N. "V.,
which for years was an outstanding feature of the Grand Rapids
furniture exposition. Following
a long, successful career as a
m a n u f a c t u r e r , "Ash" r e t i r e d
from active participation in the
T. ASHLEY DENT
" . . . going places and doing things
again."
industrial world, retired to Southern France. With the advent of
the depression, however, Dent,
like many others, watched the
wheel of fortune spin against
him and soon found it necessary
to get back in the business
harness.
When Berkey & Gay was reorganized, the important mantle
of New York metropolitan representative was draped upon T.
Ashley's broad shoulders, due to
the breadth of his experience, his
intimate acquaintance with the
trade. In the expansion activities that came with the development of the new Berkey & Gay
company, T. Ashley Dent's halfcentury in the furniture industry
paid an additional dividend. He
was selected as general manager
to direct the destinies of the new
concern.
T. Ashley's professional aims
are concentrated in one thought,
that of making a success of his
present job; his philosophy of
life is founded upon two simple
words — hard work — while his
advice to those ambitious ones
interested in entering the furniture business is to learn it from
the lumber pile up. Kipling,
Truslow Adams and Churchill
afford him diversion and relaxation, corn pone and catfish appease his gastronomical being.
Quoting from an editorial published in the Grand Rapids Herald at the time of Dent's debut
as Berkey & Gay's generalissimo:
"The old master has done another trick . . . I could see his
touch everywhere and I liked it
because I like to see Ashley Dent
going places and doing things
again. He's on his way once
more."
for
SEPTEMBER. 1937
13
F URN ITU RE
O
C
A. P. JOHNSON
EDUCATIONAL DIP-ECTOP- OF CJQFURNITURE EXPOSITION ASSH , WHO
IS EXHIBITING SWEDISH 6P.IT IN
P-ECOVERY FPOM RECENT ILLNESS,
HERMAN FABEH.
BUYER.
FURNITURE CO,
.
TOPS
HOST. HOBBIES,
HUNTING AND \JOOR-F--
SH-H-HUSl
RALPH
MORjE
PR-ES. 2ALPH
MOPSE
CO.
Bp-UMMEL OF
THE INDUSTP/.
TYLIST OF NOTE.
THERE IS A^i
UNCONFIP-MED
P-UMOP-THAT HE
S BUILD\NCJ
IN HIS HOME.
DOHT TtLU
ANVBOD)7.
THIS WAV TO THE
CAVEP-H
CHAMPAGNE.
BOUPBON
JACK
BfcOWERDESIDNER_ AND f *
HtAD 0? THE
b B O W£P_ Fu P-N ITU P-E
Co. GUILD BACF-EP—
IN G R A N D
CIVIC AFfA\P-S.
14
FINE FURNITURE
STYLES
FOR FALL
SUBTLE
REFINEMENTS
APPEAR
IN ALL
MERCHANDISE
BRACKETS
O T Y L E developments in he
k_) furnishings for the fall ses
point to subtle refining of pre • •
trends rather than to rad
changes. The period and moc
types of design now widely foun>
all classifications of merchan.
are undergoing these changes. I
the upper brackets and in 1
style merchandise, certain new
rections may be seen. In goods produced for volume consumption at
popular prices, better taste and improved design are to be found
everywhere.
es of homefumishings — 18th Century, Modern and Early American
— will undoubtedly continue to be
the bulwark of demand and sales
for the coming season.
(a) In the increasingly popular
18th Century English style, certain
periods not recently widely featured
assume importance—there is greater
interest m Queen Anne and in versions of Hepplewhite, Phyfe and
certain Regency types. The Williamsburg restoration has inspired a
great wave of interest in the truly
classic 18th Century types and in
colors and design motifs used in the
beautiful mansions of the South.
The Williamsburg development has
also stimulated interest in other
phases of Southern Colonial.
(b) Modern appears to be holding its own, and is still a major factor in lower and medium price
brackets. The new Modern is more
conservative and refined in line and
proportion. It is particularly strong
in bedroom and dining room furniture. Modern is also important in
custom-made furniture.
(c) Styles come and go, but
Early American appears destined to
maintain its cherished position with
a large part of the population. More
Borax Wilts • One has only to look
at the figures furnished by the
National Association of Furniture
Manufacturers to see how rapidly
this trend has developed. In Fall,
1935, 23.6%, of all furniture produced was bracketed as "unstyled,"
it could be called neither true modern nor true traditional. This borax
design has dropped in Spring, 1937,
to 6.1% of all production.
Refinement • A corresponding improvement in design can be traced
in all other branches of homefurnishing. In American-loomed wool
pile carpets and rugs, it is a far cry
indeed from the first flashy modernistic designs, the garish Chinese
adaptations, the limited number of
colors in plain broadloom carpet, the
first tentative experiments with texture that marked the scene a few
years ago, to the variety and beauty
of floor coverings offered today and
in preparation for the fall market.
In decorative upholstery and
drapery fabrics and in wallpaper a
corresponding improvement in design types and most particularly in
color has been notable in the past
few seasons. The indications for
fall point to still greater refining
and development.
Classicism • Those three fundamental styles which account for the
greatest volume in all major branch-
. . - ' • : • • . %
Stratford twin couch by Sleeper, Inc,
(at top), covered with glazed chintz;
Alexander Smith & Sons manufacture
the two modern rugs in rust, tan and
green; below these are a novel modern
with line and ornament, corner floral
groups in rusts, gold, blue on tan
ground and a Sarouk design in gold,
blue, tan, green on rose background;
chair patterned after the French Marquis, resembling miniature love seat,
being 36 inches wide, made of French
walnut, carved, upholstered in turquoise
brocatelle, manufactured by M. Singer
& Sons, displayed in the American Furniture Mart. New qualities produced in
the Collins <S Aikman Ca-Vel line
"Yorke" pattern (at bottom), are in
keeping with the trend toward more
elaborate decoration. Floral designs on
this cut and uncut jacquard of blended
yarns are larger than similar previous
designs.
for
SEPTEMBER. 1937
15
unusual pieces are now sought out
for reproduction, and a softer, more
mellow finish is of increasing
importance.
Revival • In the higher price field
and in the styles set in motion by
decorators, certain trends which
may or may not reach a popular
level later are to be noted.
Magazine editors and style leader
stores have begun to feature the
French 18th Century styles. In
their more formal or "court" versions, these appeal to the same class
of consumers who have been espousing the finer English styles—Regency, Sheraton, Hepplewhite—and are
to some extent used as companion
pieces to English types. In their
provincial aspects, the French styles
offer a variant to the perennially
popular Early American.
«••
Curves • Decorators for several
seasons have been talking Baroque.
While this style cannot be expected
to register profoundly in popular
priced lines, it does have an influence in a trend to more elaborate
design motifs and to the substitution of the curved for the straight
line.
The Victorian style is also receiving public interest. It is not expected to reach the heights of elabor-
—
Top, left, twin chairs covered in dusty rose silk, blond maple
bases, co£fee table in blond maple and glass, manufactured
by Brown-Saltman, displayed in Los Angeles Mart . . .
Developed from 18th Century cockfight chair is this adaptation by S. T. Campbell Co., shown in the American Furniture
Mart, fashioned of walnut, covered with antique white
top-grain leather, trimmed with brass nails . . . Top, right.
Modern Mexican theme bedroom, packaged as a unit, displayed by the Institute of Carpet Manufacturers of America,
in the American Furniture Mart. All-over borderless rug
with rust and green dominant color notes used with blond
furniture. Cotton and linen draperies in natural and tan
shades, coupled with Mexican pottery accessories, complete
the ensemble . . . Amateur photography's increased popularity accounts for the introduction into the home of the
.
•: „ •
*V 11 :•*'.
•_>• - ••£'
photo-mural. This Italian lake scene screen executed by
Ferguson Bros. Mfg. Co., shown in the American Furniture
Mart, adds charm to the Landstrom Furniture Corp. ensemble.
Wing chair upholstered in natural colored linen carrying
interesting loop motif embroidered in brown . . . Lower left
illustration depicts style importance of new figured carpeting.
A single piece of furniture in harmonizing style with draperies and carpet strips illustrates improved display method
for floor covering sections. Display at the right dramatizes
a quaint country bedroom, while multicolor rag rug effect in
wool pile oval rug of hooked pattern establishes the character for this ensemble employing maple furniture and New
England sea scene printed drapery. Both displays by the
Institute of Carpet Manufacturers of America in the American Furniture Mart.
16
FINE FURNITURE
(2
FURNITUI
From the typical American scene
of the years 1780 to 1890 comes
these "CALVERT GROUP"
Mahogany adaptations. Timed
to meet the vogue for urban Victorianism and the popularity of
mahogany, the HOLLAND
FURNITURE COMPANY and
In a mahogany market these fine reproductions were the outstanding sensation, not only
for the exquisiteness of their execution, but
because they are priced for popular demand.
The Dinwiddie chest indicates the first break
"with pure Sheraton design. Note exquisite carving above fluted posts. The Wickford sleigh bed
is a typical example of "The Calvert Group"
craftsmanship.
No. 810
HOLLAND FURNITURE CO.
HOLLAND
We appreciate your mentioning you saw this in FIXE FURNITURE
MICHIGAN
for
SEPTEMBER, 1937
17
r AMERICANS
DUTCH WOODCRAFT SHOPS artisans
have reproduced carefully selected antiques
from this era of elegance. Authenticity of
detail, even to the matching of the veneers
of the original pieces and the accuracy of
the hardware, affords your customers an
opportunity to possess genuine American
reproductions.
i
No. 917
No. 919
The Weedsport round dining table, No. 917 enhances
the Colonial dining room, The Cranford sewing cabinet,
No. 919 and the Topton corner stand, No. 900, are
exquisitely executed reproductions.
Displayed in the
WATERS-KLINGMAN BLDG.
No. 900
DUTCH WOODCRAFT SHOPS
ZEELAND
MICHIGAN
We appreciate your mentioning you saw this in FINE FURNITURE
18
FINE
ation and fussiness of the original
style, however, and is modified to
meet present-day standards.
Finishes • Woods and finishes show
ever-growing refinement. Mahogany
and walnut are especially important
in 18th Century types, and in addition to bleached and pickled finishes,
medium and dark transparent and
soft antique finishes should be
watched.
Textures • In carpets and rugs,
texture weaves continue their upward swing. This Spring, both in
manufacturers' production and in
retailers' sales, textures are the largest single factor in designed rugs.
The new lines will undoubtedly
bring forth new developments in
texture—more subtle and ingenious
than those heretofore produced.
Persian patterns are regaining lost
ground and are particularly wanted
in deep warm red and rose grounds.
and in designs that definitely reproduce fine imported pieces.
Moderns tend to merge with the
texture types and to show fewer of
the bizarre, geometric designs.
Early American hooked types are
important, though in many rooms
furnished with Early American furniture, the newer textures are used.
Florals • Figured carpeting shows
signs of revived interest. Especially
interesting are new floral designs,
largely inspired by Georgian and
French motifs, which will be particularly appropriate to rooms decorated in 18th Century English,
Southern Colonial, French and Victorian styles. An important development of the plain broadloom
movement is the decided trend
towards two-tone figured carpeting
with texture interest, rapidly developing in new and handsome
versions.
No Borders • There is an added impetus toward the all-over borderless
type of design in rugs as well as carpets. This is undoubtedly due to the
influence of broadloom, which has
also stimulated a movement towards
covering the floor from wall to wall
or as completely as possible. An
increasing demand for sheen-type
plain and textured carpet is expected.
Colors • In colors, the wood tones
and tans, now so popular, will undoubtedly continue. Deeper green
with a bluish cast and rich red
shades m plain and two-tone carpet
are rising. Blue promises to continue its upward swing. Lighter
colors, paralleling the "muted" colors now so in vogue in wallpaper
and fabrics, are also a definite trend,
FURNITURE
particularly in the higher priced
field.
Stripes • From the fabric field predictions are that plain and textured
goods will continue to lead and increase in upholstery.
Vertical
stripes are on the up and up in both
drapery and upholstery fabrics, and
the public is expected to want more
and more of them. Florals, particularly large designs, in stylized or
naturalistic types, are still very important in upholstery, and there is
increased call for refined and subdued versions of Early English
designs.
The report of the National Upholstery and Drapery Textile Associations shows green decreasing but
still leading in upholstery colors,
with blue and gold increasing. Gray
also is increasing as against white
and off-white which are falling off.
Tans, beige and mauve are rising
while the deeper browns decline.
Beg Pardon, Widdicomb
E r r o n e o u s l y captioned as the
product of John Widdicomb Co.
was the illustration of twin Chippendale beds, on page 24 of the August
issue. We correct this misstatement.
The beds were manufactured by the
Widdicomb Furniture Co.
Attractive show window of Gomprecht & Benesch, Baltimo re. displays Federal groupings of Grand Rapids Chair Co.
for
SEPTEMBER.
1937
19
Is This YOUR Salesman?
by
RUTH McINERNEY
Author of "Customer's
I
F Wood-Cut-Up Mackenzie were
to decorate this page appropriately, he'd aerate it with laurel
wreaths. This is a tribute to several crack retail salesmen, wise in
women's ways in spending, who
make our sketch of the Ideal Salesman possible. It's a composite picture, shot from another angle, the
customer's.
Viewpoint"
open all the little drawers, try the
cushions, lock and unlock the locks.
Selling by Doing • The Ideal Salesman isn't afraid of rumpling his
coiffure getting down on the floor
to adjust lamp wires. We watched
one good salesman drive a brawny
Our Ideal * Gentlemen, meet your
Ideal Salesman. Beauty is obviously
not his only excuse for being —
otherwise he'd have no excuse. He
probably wasn't the life of any
party the night before. He may
even look like the wrong answer
to a maiden's prayer — to maidens
accustomed to judging answers by
covers. But he has that freshly
tubbed appearance.
He's not fastidious. Heaven save
us from the salesman who is too
dainty to turn a sofa upside down
so we can see the construction. We
Not too dainty to turn a chair
upside down to show construction.
arm into the suds of a washing machine to demonstrate sudsability.
We wanted to buy washing machines in half dozen lots and use
them for bridge prizes. When another expert salesman thumped up
and down on a studio couch to
prove its toughness, we felt we
ought to buy one for each room
in the house. When still another
Grade A salesman re-arranged furniture to resemble a problematical
corner in our own house, to help
us visualize it better, we capitulated.
The Ideal Salesman gets into the
spirit of the thing, sells by doing.
Never let Romance die.
also, like Nature, abhor the vacuum
who stands forbiddingly six feet
from the merchandise, and recites
a sales talk like a museum guide.
All the while we are just dying to
Facts • He also gives the facts of
furniture life in a firm voice. None
of this sotto tone, as though he
expected some resentful manufacturer, lurking behind a cushion, to
jump out and curse him unto the
sixth generation.
"All d r a w e r s are completely
framed-in and d o v e t a i l e d for
strength and greater dustlessness.
Backs of drawers are grooved to
receive drawer bottoms and prevent sagging — they pull out easier
and also help keep out dust. Cor-
rectly laminated panels and tops
on these tables mean they are
stronger and less liable to warp and
check than solid woods used for
this purpose. All carvings are genuine ones, done in the wood, not
composition. That means beauty
and durability."
And when he says: "This fabric
is mohair —you know, Rank One
in durability, non-fadability, ease
in cleaning. It means lasting beauty
and less housework for you, not
to mention ultimate economy." And
so he interprets remote details in
ways we understand.
Dealing in Drama • Now don't
get the idea the Ideal Salesman
feeds us on bread alone. He's pretty
good on the dessert, too. He can
take a collection of closed-out,
somewhat forlorn furniture standing on the floor, lonely as sunrise
over Broadway. He can give to
these roses and bachelor buttons
left blooming alone, just the drama
that will send them profitably on
the way to the shipping room.
"Madam," he may indicate with
just the right amount of respect,
"these are a few choice remaining
pieces from our season's Hit Parade.
They're all we have left of our most
successful lines, by popular vote,
the most desirable buys for the
home this year. Yours at one-third
reduction."
And Romance • He may indicate
a lamp, the survivor of twins. "Inexpensive, yes. Odd, perhaps. But
the alabaster-type base is called
Kashmiri —• you know, from the
Pale Hands song — white and coollooking in the light."
He knows that when selling to
women, it's best to never let romance die.
20
from the
FINE FURNITURE
MUSEUM of FINE ARTS, BOSTON
I
X !<X
N the year 1800 a house was designed by Samuel
Mclntire of Salem, American 18th Century woodcarver, designer and architect, and built for Captain
and Madam Elizabeth (Derby) West at their country
place in South Danvers (now Peabody), Mass. Following is a description quoted from the Handbook of
the Department of Decorative Arts of Europe and
America, Museum of Fine Arts, Boston, by curator
Edwin T. Hipkiss.
"The parlor from the house
sash, and the doorway on the north
wall, which is a copy of the original
on the adjoining wall. The mantelpiece in every detail is as it was
removed from the house, including
the lining of soapstone.
"By rare good fortune some of
the furnishings placed in this house
when it was completed in 1801,
probably in this room, have come
back to their original setting. These
are the shield-back Hepplewhite
chairs, the pair of Sheraton arm
(Please turn to Page 27)
for
SEPTEMBER,
21
1937
WHAT DO YOU KNOW?
AND—ARE YOU SURE?
1.
We're sure that, furniture man or not,
you arc familiar with Gypsy Rose Lee.
However, a young lady named Angelica
Kaufman is of infinitely more importance to furniture designing. Surely,
since you are so familiar with Miss Lee,
you will have had time to find that
Angelica Kaufman was:
a—A direct descendant of George
W' ashington, responsible to a large
degree for the restoration of
Mount Vernon.
b—The wealthy maiden lady who
donated a million dollars to establish the American wing of the
Metropolitan.
c—An Eighteenth Century designer
and painter responsible for decorating much of the fine furniture
in "The Age of Satinwood."
d—Louis XVFs first favorite, responsible for much of the Austrian influence in French decoration.
2.
Much more of that and we'll look for a
wastebasket, too. Let's get practical and
play a childish game. Casein glue, to
which so many manufacturers point
proudly in their specifications, is:
French furniture. It's a type of:
a—Inlay.
b—Marquetry.
c—Metal casting used in place of
carving.
d—Brass caster,
e—Finish.
7.
a—The Parthenon,
b—The Greek Acropolis,
c—The ruins of Pompeii,
d—The ruins of the early cities of
Crete.
8.
a—Animal.
b—Skimmed milk.
c—Vegetable.
3.
Here's another easy one. Curled hair for
upholstering is generally graded (compulsory by law in many states), and
often tagged by the percentage of mane
and tail hair vs. the percentage of bristles, such as ''The curled hair filling in
this chair is 60% mane and tail hair
and 40% bristles." The bristles so referred to are:
a—Short hair from the hide (horse),
b—Hog hair.
c—Salvaged miscellaneous hair from
furs, artificially stiffened.
4.
Last month you proudly identified KIXKOMO. Almost as popular, and rapidly
coming to the front in promotions
throughout the country is LOOMPOINT, a product of:
a—Shelton Looms.
b—International Looms.
c—Art Loom.
d—LaFrance Textile.
5.
Two of the statements below are definitely inaccurate. Check the one that
is correct.
a—Frieze in a general sense, refers
merely to the looped pile in a
fabric, carpet, or any piece of
weaving. A frieze can be woven
of any yarn.
b—Only mohair and linen can properly be woven into a frieze. Socalled cotton and rayon friezes,
etc., are misnamed.
c—Friezes, more than any other type
fabric, are subject to moth damage.
6.
Quite frequently you will hear the word
"Ormulu" used in connection with
Most of you remember the splurge a
number of years ago when the tomb of
Tut-ankh-amen was discovered and the
resultant Egyptian vogue in everything
from earrings to davenports. The classical influence in Georgian and Continental furniture of the same period resulted from almost identical circumstances surrounding the discovery and
excavation of:
And, while we're back in the old days,
you might as well be reminded that, of
the three great orders of ancient architecture listed below, the fluted post surmounted by heavy Acanthus carvings
seen on much of our carved furniture, is
derived from the:
a—Doric.
b—Corinthian.
c—Ionic.
9.
One more and we'll get back to today.
The ancient classical motifs found m
many Empire pieces (such as the ram's
head, wreath, bees, etc.), were not derived direct from their source, but were
brought by way of, and adopted after
Xapoleon's conquest of:
a—Northern Africa,
b—Italy,
c—Spain,
d—Russia.
10. That was a honey. Slip yourself an extra five on your score if you knew7 it in
a hurry. Now take an easy one. "Sugar"
maple is just another name for:
a—Really good rock maple.
b—Soft Michigan maple.
c—An inferior quality used in cheap
groups,
d—Magnolia or other woods finished
to resemble maple.
11. A definite ratio exists between the cost
of building a house and a reasonable
cost to furnish it. According to budget
experts, the Department of Commerce
and ranking decorators, you should be
able to furnish a house costing #10,000
appropriately for:
a—$1,000 — $1,500.
b—$2,000 — $2,500.
c—$3,000 —$3,500.
12. If you have one of these mathematical
minds you ought to have fun with this.
Give yourself an extra five on your
score if you can do it without pencil and
paper. In any case, even if you don't go
in for figuring out where two trains
going in opposite directions will meet,
you do know mark-up and should know
the percentage of labor involved in
manufacturing costs. Therefore, if a
typical Southern manufacturer making a
group which retails at a regular markup on your floor for $119 raises wages
approximately 20%, and passes on only
the actual amount necessitated by increased labor costs, you would have to
get for re-orders at retail:
a—approximately $123.
b—approximately $133.
c—approximately $H3.
d—approximately $153.
13. Don't worry too much if you missed
that—you're going to have plenty of
company and some of them pretty smart
boys. Try another easy one. A twisted
leg or stretcher of the "rope" type is
easily associated with:
a—Louis XVI.
b—French Provincial.
c—Carole an.
d—Queen Anne.
14. We'll end up with another childish game.
In the following list are six comparatively well known names in the furniture
business, all lettered. Opposite is a column of miscellaneous items, certain of
which are easily associated with names
in the first. Group them together, as
A-l, B-2, etc.
a—Karr
b—Lammert.
c—E. G. Weir
d—Vincent
Edwards.
c—Irwin.
j—L. C. Chase.
1—Mirrors,
2—Trade Papers,
3—Spring Units,
4—Tea Wagons.
5—Kansas City,
6—St. Louis.
7—Ipswich, Mass.
8—Flardware.
9—Goats.
10—Certified—Registered—Pedigreed.
15. Here's a snap. Inside drawer corners on
good case goods arc almost always jointted by:
a—Tongue and groove,
b—Mortise and tenon,
c—Glue and dowel.
d—Corner butting,
e—Dovetailing.
16. You are allowed a maximum of twenty
seconds for this next question. Over that
to answer it counts as a miss. All of the
following firms label their merchandise.
Which trade mark is GREEN?
a—Imperial.
b—Irwin.
c—Berkey & Gay.
d—Landstrom.
Count five for each question. Perfect
score should be 95 (there are two opportunities to double); 60' is fair; 70 is good;
85 or above is excellent. No. 14 is to be
counted either right or wrong with no partial score.
Number correct
Multiply by five
for total score
Correct answers on page 28.
22
FINE
THE SKETCH
FURNITURE
Beer...
INELEGANT FURNITURE OF NINETIES IN
BETTER TASTE THAN BORAX OF TWENTIES
HPHE return of the Victorian trend in furniture re-'• calls other styles in vogue during the latter half of
the 19th Century. Eastlake, the Golden Oak, L'Art
Nouveau, Mission and English Arts and Crafts furniture made sudden debuts and disappeared with equal
rapidity, perhaps with the exception of Mission, which
actually established itself as a definite American style.
In the accompanying sketches Arthur Kirpatrick,
who was drawing furniture almost half a century back,
reproduces some of the artful creations in vogue during
the latter part of the last Century.
Grotesque as some of the furniture was, methods of
selling it were not far in the rear. For example, it is
related that sideboards were purchased according to the
size of the plate glass, the 18"x40" being recognized
as a standard. As inelegant as most of the 19th Century styles were, the borax of the 20's and some of the
depression modern surpass them in bad taste.
teacher . . .
"pvETERMINING the recog\~J nized "Dean of Designers"
in the furniture industry is akin.
to solving the "How old is Ann:"
bromide. Of one thing, however,
we are certain, that Arthur Kirkpatrick, head of the Grand Rapids School of Furniture Designing, ranks near the head of the
list when the time element is
considered. For it was 44 years
ago that Art entered the employ
of the Berkey & Gay Furniture
Co. as assistant to Adrian Margantyne, for years head designer
of B. & G. Eleven years earlier
young Kirkpatrick had been initiated into the furniture industry
as an apprentice carver with the
Oriole Cabinet Co., following in
the footsteps of his older brothers who had preceded him as
furniture mechanics.
Being of a philosophical and
romantic nature, Arthur Kirkpatrick studied furniture designing
from the standpoint of romance,
historical lore and its relation to
human characteristics. Mythology and a delving into the ancient art of symbolism became
more than a hobby with Art. He
incorporated it into the curriculum of his furniture designing
school, a venture commenced m
1900 and carried on uninterruptedly to the present time. Numerous and famous in the furniture industry are Kirkpatrick's
ARTHUR KIRKPATRICK
. . . his alumnae are many and
notable.
alumnae. Such notables as Hans
Berg of radio fame, Herman De
Vries, the modernist, Billy Cleaver of the Imperial Furniture Co.,
Rockwell of High Point, received
inspiration and elementary designing training at the knees of
Father Kirkpatrick. His present
partner, Russell Kirkpatrick, entered the school as a student,
exhibited promise as a designer
in his own right and to cinch the
agreement became the senior
Kirkpatrick's son-in-law. Marie
and Russell need no introduction
to the designing fraternity.
Kindly, patriarchal in appearance, Arthur Kirkpatrick is
deeply respected by those with
whom he comes in contact. Although well along the highway of
life, he enters into various activities with a zest that depreciates
even the enthusiasm of his
younger colleagues. His Gallic
sense of humor finds an outlet in
the many events reminiscently
related to the early days in the
Grand Rapids furniture world.
Uncle Art is an ardent disciple
of Isaac Walton, still golfs for
relaxation and enjoys the horticultural beauty surrounding his
attractive estate located in suburban Grand Rapids. Quite
naturally John Greenleaf Whitties and Ralph Waldo Emerson
are favorite literary characters,
the Bible and Aesop's Fables his
choice for preferred reading.
"When You and I Were Young,
Maggie," satisfies his musical
soul. In an industry replete with
fascinating characters, Arthur
Kirkpatrick ranks as one of the
trulv beloved.
for
SEPTEMBER,
23
1937
Sketches of writing desks by Arthur Kirkpatrick,
executed in the florid style of the late 90's.
Great ideas of the young designers in the late 90's were shortlived and often went astray, some
of them never reaching the mill
room.
A mixing of styles in 19th Century days was highly
permissible as exemplified in the sketch of the sideboard. A method of establishing the price on case
goods was by the size of the plate, an 18" x 40"
being a popular glass size.
FINE FURNITURE
24
NEW BEAUTY and UTILITY
Invigorate Fall Selling
An a u t o m a t i c p o i t a b l c
electric roaster bv General
Electric Co. is in lealitv a
miniature range and is
capable of roasting a 16pound turkev. It also bakes
and broils. (Top of page,
loft.) Another good seasonal opportunity arc Norge's
streamlined w a s h e r and
ironer units (Top, right.)
Above, left, an oil-burning heat director by Perfection Stove Co. It is of the
vaporizing bowl or pot type, supplying both radiating and circulating heat.
Shutters are adjustable. Left, a handy and attractive combination radio set
and cellarette by the International Radio Corp. This Kadette model 649X
retails for S55. Left, below, one of the attractive new Duo-therm room heaters
recently brought out by the Motor Wheel Corp. Above, right, new Detroit
Jewel six-burner gas range by Detroit Michigan Stove Co.
r
"-jmmer selling season on electric refrigerators and
heavy ticket items has been extremely disappoint\ i • there is every reason to believe that generally
• ! economic conditions throughout the country, due
• ; -r crops, quieting of labor troubles and adjournment
•. ess will contribute to a noticeable revival in sales
1
for
SEPTEMBER.
1937
of MAJOR APPLIANCES
Top, left, new self-contained air-conditioning unit and, right, view of kitchen
in "New American" home in Oak Park, 111. Air-conditioner and home are by
General Electric Co., as is the newly developed electric garbage-disposal
sink unit shown at left.
Above, center, Arlington model electric dishwasher is small, neat, compact
and attractive. It is a Hotpoint product. At the right are shown two new
washing machine models. That above is a combination washer and dryer
unit which damp-dries a load in two minutes. It is a Kelvinator product.
Below is an apartment-size unit with two-pound capacity by Holland-Rieger,
Inc. It retails for about $12.
through furniture stores of certain appliances during the
Fall and Winter. Anticipating this, manufacturers have
outdone themselves in offering new things, and in adding
many new utility features to old appliances. Improved styling also is apparent in the latest models.
25
FINE FURNITURE
26
FABRIC FACTS
Facilitate Furniture Sales
PART I
by
PHYLLIS FIELD COOPER
CALESMAN SMITH looked
O pop-eyed and felt peeved, for he
just saw a sale which he had tried
to clinch the day before go to one
of his colleagues. He felt he had
done everything possible to make
that sale himself, so having failed
he was just going to approach Jones
and find out how he had done it.
"How'd you clinch that sale? I
had that same customer yesterday
looking at that very chair and nearly wore my vocal chords ragged
telling her about its excellent construction, its authenticity of design
and how superb its hand-rubbed
finish was."
Romancing • "Well, I told her all
that you told her but added a story
about the fabric upholstering it.
That seemed to take her fancy. You
know, I sometimes have wondered
if many women aren't more interested in the upholstery than they
are m the construction orfinishof
furniture?" said Jones, an old-timer
at selling furniture.
[
We are inclined to agree with
Jones, which brings us to the point
of this article — to tell some interesting facts concerning those fabrics which are used to upholster
furniture.
Armure * is a fabric usually of one
13th to the 15th Centuries (Italian,
color used for upholstery purposes,
French, Spanish) were of heavy
especially for small living room,
dining room and boudoir chairs. It
silk elaborately designed in floral,
is usually constructed of high grade
bird, animal and sometimes human
mercerized cotton, though silk and
figure motifs and embroidered m
wool are used. too. Possessing a rep
several rich colors with either gold
foundation in a '"Jacquard'' weave,
or perhaps silver threads interthe self-colored design is usually
twined in the weave.
woven in, and of small scale m
Most of the brocades today are
either floral or geometric motifs.
machine-woven (Jacquard weave)
Armure is pronounced as it is
though a few hand-loom specimens
spelled and is derived from a
are imported from both France and
French word ''armor" meaning
Italy. They may be either of pure
cased, plated or protected with a
silk, cotton, linen, rayon or occacovering.
sionally wool and many of the present-day designs are reproductions
Brocades • are particularly approand adaptations of actual museum
priate for certain styles of period
specimens which places a tradichairs, sofas and settees. The early
tional value upon them much covexamples dating from about the
eted by homemakers.
Brocades are easily distinguished
from damask by the fact that the
designs stand out as if embroidered
by hand and not flat as in the
former, and on the reverse or wrong
side are visible "floating" threads
which lead from one design motif
to another.
%
A SILK
SRDCATELLE
AND LINEN
COVERED
CHIPPENDALE
CHAIR,
AN
SOFA
IMPORTED
UPHOLSTERED I
GLAZED
"FRENCH
CHINT
BROCADE
CRETONNE
UPHOLSTERS
AN INEXPENSIVE
BED ROOM
THIS
RATTAN
CHAlK-
TYPE OF
CHAIR. COVERED IN CH1MTZ.
•PHYLLIS -FIELD-COOPER.- 1937-
Just a few of the many upholstery fabrics used today that boast of an interesting
historical background.
Brocatelle " (pr. brock-ah-tell) a
variation of brocade is particularly
appropriate for present-day chairs
and sofas patterned after the styles
of furniture that reigned during the
16th, 17th and 18th Centuries in
France, England, Italy and Spain.
Brocatelles are distinguished by
their embossed or raised (repousse)
appearance of the patterns. This is
achieved by the use of linen filling
threads woven into the back of the
fabric in conjunction with a system
of two warp threads and two filling
or weft threads unevenly twisted.
It is supposed that when brocatelle was first used about the 13th
Century or later, it was designed
to simulate the exquisitely handtooled embossed leathers of that
for
27
SEPTEMBER. 1937
period used for upholstering furniture.
In many of the modern power
loom woven reproductions of antique brocatelles we find that the
linen threads are brought to the
surface of the silk face in spots to
affect the appearance of genuine
wear.
Chintz • (pr. chints), an Anglicized
word derived from the Hindu word
"chint" which means "variegated
colors" is a fine cotton fabric, usually glazed by a "calendering" process. This is acquired in some cases
(not all) by passing the cloth between heated rollers of tremendous
weight.
Chintz was first introduced into
England from India in the early
part of the 17th Century. The
chintzes of that period were of very
finely woven cotton upon which
were printed or blocked by hand
small-scaled designs, mostly of the
symmetrical floral type. The traditional "Tree of Life" design, still
popular to this day, was painted by
the Hindu designer on the bedcovers or "palampores" of that time. A
laborious process of hand-calendering was used by the Hindus to produce a soft sheen to their chintzes.
Present-day chintzes used for upholstering purposes are usually
glazed and made of finely woven
but strong cotton, to withstand
wear satisfactorily. Most of these
chintzes are machine-printed though
there are some to be had that are
hand-blocked. Every conceivable
type of design is used, in large and
small-scaled patterns simulating
those of the chintzes used during
the 17th and 18th Centuries in England and on the Continent.
Whether for living room chairs
or sofas of the Georgian period or
boudoir chairs or chaise longues of
the French Classical Period, chintz
of the better type will be found an
attractive and comparatively inexpensive upholstering fabric. It
adapts itself well to many period
furniture styles other than those
mentioned.
Cretonne • (pr. kreh-ton) slight
accent on last syllable, or (kreeton) slight accent on first syllable,
derives its name from Creton, a
French village in the province of
Normandy. Generally, any heavy
cotton fabric (sometimes linen)
with a printed design on it in several colors is called a "cretonne."
The weaves are usually plain though
occasionally fancy weaves are introduced and if it is corded it is
referred to as a "rep cretonne."
High grade cretonnes are used for
upholstering fibre and other summer furniture, couches, chairs and
sofas of such period styles as Georgian, Victorian and Early American.
Next month we will conclude the
discussion of upholstering fabrics.
Boston Museum
(Continued from Page 20)
chairs, the pair of card tables, the
sofa, the fire screen and a pair of
window cornices, all of American
workmanship. The secretary of mahogany was probably made in
Salem; it was used there and its
pigeonholes are labeled with the
names of Salem ships. The hangings of damask and the coverings
on the furniture are of the period
or earlier than that of the room
itself. The Turkey carpet of Ushak
type is typical of the carpets imported by the merchants of the day.
The chandelier with pendants of cut
glass is of the late 18th Century."
(See Page Nine regarding this
Boston Museum Series.)
Round Oak Catalog
•"THE Round Oak Company, Dowagiac,
1 Mich., recently mailed to the trade their
catalog No. 10-37, showing a complete line
of Round Oak steel and cast furnaces for
cither solid or liquid fuels. Also their complete line of automatic oil burners and air
conditioning equipment.
The Round Oak Co. arc producers of
all types of heating equipment, as well as
gas ranges, combination gas and coal ranges
and Round Oak heaters. The name Round
Oak has been an enviable one in the trade
for the past SO years and Round Oak products have always carried a guarantee of
efficiency and quality. Their products are
offered to the trade as the results of experienced engineering skill and production
methods for a period of more than 60
years. Thousands of satisfied users can
testify to the efficiency of their goods.
C L A S S I F I E D A D S
A Sensational Bargain in Bulbs •
To increase the number of our customers by 25,000, we will send you
FREE a nice collection of 365
Spring a n d Summer flowering
Bulbs: HYACINTHS, TULIPS,
NARCISSI, CROCUS, IRIS,
ANEMONES, etc., all varieties
separately packed and named. Send
us for postage, packing, etc., a onedollar treasury note by registered
letter, and mention your name and
full address in block letters. Six
collections together with six addresses only five dollars. Please,
do not send coins or stamps, and
mention the name of this paper.
Dispatch carriage paid all over the
world without increase in price.
FRANK VAN BORSSELEN, Bulb
Grower, HEEMSTEDE, Holland,
Europe.
MAILING LISTS
POLKS
GET OUR FREE
REFERENCE
JOOKW
WL KIMERLy
— STUDIO —
WATERS-KLINGMAW BLQ,
MAILING
LIST CATALOG
VOUBS for the Asking
Gives counts and prices on accurate guaranteed
mailing lists of all classes of business enterprises in the U. S. Wholesalers—RetailersManufacturers by classification and state. Also
Hundreds of selections of individuals such as
professional men, auto owners, income lists, etc.
Write today for your copy
R.L.POLK&CO.
Polk Bldg.—Detroit, Mich.
Branches in Principal Cities
World's Largest City Directory Publishers
Mailing List Compilers. Business Statistics. Producers of Direct Mail Advertising.
If you need furniture . . . house
furnishings . . . salesmen in store or
factory . . . or any information pertaining to the furniture and house furnishing industry . , .
Write F I N E F U R N I T U R E , 155
Ottawa Ave., N. W., Grand Rapids,
Mich.
This i n f o r m a t i o n will be supplied
promptly, without cost to you.
Yours for the Asking
FINE
FURNITURE
155 Ottawa Ave., N. W.
GRAND RAPIDS, MICHIGAN
FINE FURNITURE
28
NEW S TORES
FIRM NAME
CITY
ANDTNUMBER
AUCTION FURN. CO.
Enid. Okla
BASS FURN. CO
Guthrie, Okla.
C. A. BORNHOUSER & SON
Bartlesville, Okla.
WM. BRANDNER FURN. CO
New Orleans, La.
BUY-RITE FURN. CO.
Windsor, Ont., Canada
COASTAL TRADING CO
Waltersboro. S. C
COHEN FURN. CO
Charleroi, Pa.
DIXIE FURN. CO.
(Formerly C. R. Roberts Furn. Co.) Salem, Va.
FREDMAN BROS. FURN. CO
La Salle, 111.
GORDON FURN. MART
HOME FURN. CO
GEO. J. KAISER
LOEB FURN. CO
MAY. STERN & CO.*
NATIONAL FURN. EXCHANGE
PACIFIC FURN. CO
P. K. PAYNE & SON
PEHRSON FURN. CO
PHOENIX FURN. CO.
POPULAR FURN. CO
PRICE'S
RHODES FURN. CO.*
ROYAL FURN. CO
JOHN D. RYAN
RUSSELL SMITH. INC.
SOUTHERN FURN. CO
STERLING FURN. CO.
SUNILAND FURN. CO
SWINSON FURN. CO.*
VAN SCIVER FURN. CO.*
WILSON FURN. CO
WINKELMEYER FURN. CO
Houston, Texas
Conway. S. C.
Allentown, Pa
Marion, Ohio
Marshall, Mo
'•'Branch store or unit of chain*
53 S. California
416 York Rd.
3rd and Elm St.
C—Eighteenth Century designer and painter.
2.
B—Skimmed milk.
3.
B—Hog hair.
4. B—International Looms.
5. A—Frieze in a general sense, refers merely to the looped
pile in a fabric, carpet or
any piece of weaving. Can
be woven of any yarn.
6.
C—Metal casting used in place
of carving.
7.
C—The ruins of Pompeii.
8.
B—Corinthian.
July 2
Cameron Wiley, Jr
David Fredman, Henry Fredman,
Neil Fredman
June 26
June 25
W. M. Isenberg
May 20
Benjamin Bregman
June 12
Geo. J. Kaiser
May 18
Alfred L. Loeb
June 15
Leo Lehman
May 21
June 8
Herman Waxman
May 5
P. K. Payne
May 1
Clair Powell
June 11
D. G. Shepherd
May 20
Leo Schusterman
May 14
Eugene Price
May 8
G. R. Bass
Perdue Rhodes
April 17
Parley Pruhs
John D. Ryan
May 13
April 26
Russell Smith
B. M. Jennings. Joe Greear . May 4
R. W, Madsen, Jr..
F. A. Madsen
.
June 12
May 16
April 17
W. M. Swinson
April 5
J. B. Van Sciver
David R. Livingston
. . . . May 29
April 17
C. H. Winkelmeyer
"^Change of name or address.
WHAT DO YOU KNOW?
1.
DATE
OPENED
Archie Trinkle, Ernie McCoy June 8
June 12
A. M. Bass
June 18
C. A. Bornhouser
July 1
Wm. Brandner
June 17
Murray Oventhal
June 24
V. C. Hamilton
. . . . May 17
Lester Cohen
Gordon, Ga.
Johnstown, Pa
Waverly, Iowa
Marion, Ohio
New Kensington, Pa.
East Point, Ga
Fresno, Calif
Trenton, Mo
Orrville, Ohio
Beaumont, Texas
Wichita Falls, Texas
Anderson, S. C.
Greensboro, N. C.
Ventura, Cal
. Cambridge. N. Y.
Jenkintown, Pa
Marion, Va,
Salt Lake City, Utah
PROPRIETORS
9.
A—Northern Africa (Egyptian
conquests).
10. A—Sugar maple and rock maple
are synonymous.
11. B—Most authorities agree on 20
to 25%.
12. A—Direct labor would not exceed in any case more than
20% of the cost of such a
group. Allowing $60 for
cost, the raise would not be
more than $2.40, or 20% of
$12. Allowing a regular
mark-up on this increase
the maximum retail increase
would not exceed $4.80.
Answers to Questions
on Page 21.
13. C—Carolean.
14. A-3—Karr Spring Units.
B-6—Lammert, St. Louis.
C-10—E. G. Weir, Certified—
Registered — Pedigreed,
(G. R. Furniture Makers' Guild).
D-2—Vincent-Edwards, T r a d e
Papers.
E-7—Irwin Co., Ipswich Maple
Group.
F-9—L. C. Chase, Goat trademark for mohairs.
15. E—Dovetailing.
16. A—Imperial.
for
29
SEPTEMBER, 1937
Clean Selling and Merchandising
Based on 26 Years of Successful Operation
N the Leading Furniture and Department Stores of the United States and Canada
Iin America.
is what makes the Joseph P. Lynch Sales Company the Leading Sales Organization
There is no secret about the Joseph P. Lynch Special Sales Methods — nothing
spectacular — mark-up is practically normal — and there is nothing about this plan
•which can possibly reflect on the policy, honesty, good will or reputation of the
store using it.
Instead — it makes friends, increasing the buying radius, opens up hundreds of
new accounts. It builds business with sound, legitimate merchandising, advertising
and display methods. They are effective because of the wide experience of over 25
years, keen analysis in its application, and thorough attention to details in the proper
coordination of all departments and employees toward a definite sales and profit
making goal.
The operation of a Joseph P. Lynch Selling Event runs so smoothly and everything
is so well organized that merchants say they cannot understand how the Joseph P.
Lynch Sales engineers can move so much merchandise profitably and so easily in such
a short time.
Better still — every Joseph P. Lynch plan has a vitalizing, beneficial effect on
the entire store organization and on future sales, as there are no reactions after the
sale. Instead, there is an increasing daily sales total compared to the previous year.
Write or Wire
Now for Our
Free Plans
Space in this advertisement permits our giving you only a brief
idea as to the intimate details of
the Joseph P. Lynch Sales Plan.
Our c o m p l e t e outline goes
thoroughly into detail —tells you
exactly what we do •— how we do
it — and what It costs you for our
services. This is gladly sent you
without obligation upon request,
and we urge you to write or wire
us immediately.
Surely if some of A m e r i c a ' s
largest and most reputable stores
place their confidence in us why
should you hesitate?
Send for it today. We promise
you will not be disappointed.
the
Joseph P. Lynch Plan
TODAY
It May Mean the Greatest Sales Volume
in Your History
By writing us you will secure the actual application of this plan in 25 leading retail stores
the size of yours, advertising and overhead
cost and other interesting figures.
Past records show that this plan has sold
in every case not less than 15% of the yearly
sales volume in 15 days — and this regardless
of the size of the store or the season of the
year •— in many cases far exceeding this
amount.
Would you like to sell 15% of your yearly
volume in 15 days — at your own prices —
and at an advertising expense of about 2'/2%
in department stores and about 3(/2% to 5%
in furniture stores?
Joseph P. Lynch of the Joseph P. Lynch
Sales Company, who personally supervises
all sales plans, is rated by Success magazine and other national publications as
being one of the outstanding retail merchandising experts in America.
Let us outline to you the workings of this
merchandising plan so that you will understand thoroughly its application to your store
and approximately how it would affect your
volume of business and profit.
Joseph P. Lynch Sales Co.
General Office, 148-154 Louis St.
INVESTIGATE
Write for this information at once, so that
we can place this confidential outline in your
hands without delay.
GRAND RAPIDS, MICH.
We appreciate your mentioning you saw this in FIXE FURNITURE
30
FINE FURNITURE
JULY 1937
REVISION NOW READY
of the
BUYER'S GUIDE I I
For Twenty Years the O N L Y Complete and Authentic Reference Guide
in the Furniture Industry with listings
of all Furniture, Bedding and Upholstery Manufacturers . . . Established
Trade Circulation . . . A
limited number O N L Y of
sale copies available . . .
Super's
Forwarded upon receipt of
<§uibe
$3.00 and returnable with
refund if not suited to your
needs.
EVERYONE WHO TRIED IT —
STILL USES IT!
HERE'S nothing "new" about Moleather. It's
T
still the same eye-catching, long-wearing,
leather-like fabric it always was. It still offers
a wider range of fast, uniform colors and the
added advantages that make such good dealer
selling points. What's NEWS about it is that
every furniture manufacturer who ever tried it,
still uses it — most of them in ever-increasing
quantities. May we send YOU details and swatch
book?
ASHER & BORETZ, Inc.
COATED TEXTILES
Dept. C, 900 Broadway
New York, N. Y.
THE NATIONAL
RETAIL FURNITURE AGENCY
314 Anderson Building, Grand Rapids, Michigan
TALBERT LUMBER & VENEER CO.
SARDINIA, OHIO
Manufacturers
of
WALNUT AND QUARTERED OAK VENEERS
WALNUT AND QUARTERED OAK LUMBER
HIGH GRADE
WALNUT
LUMBER
AND VENEERS
We specialize
and have our
Own Band Mills
We appreciate your mentioning you saw this in FINE FURNITURE
HIGH GRADE
QUARTERED
OAK LUMBER
AND VENEERS
for
SEPTEMBER.
31
1937
Glue ota Quality^
a—«
fn*<,t>. GLUE. i s ~ \
.
_ ._
W'
Credits ana,.
(gflea
LYON
LYON
MERCANTILE
AGENCY
You Can Always be Cartied Away Witfv
ARTHUR S. LYON, General Manager
Est. 1876—Publishers
of LYON RED BOOK
The nationally recognized
CREDIT AND COLLECTION AGENCY
of the FURNITURE INDUSTRY
When in the market for GOOD GLUE, please do
not overlook these Landing Fields for Perkins
Glues. There is a Perkins brand for every demand
in woodworking and a "Happy Landing" awaits
you if you write us for information, prices and
service.
PERKINS GLUE COMPANY
Originators and Manufacturers of Vegetable
and Coldide Glue
Manufacturers of Casein Glue
LANSDALE, PA., U. S. A.
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 Ar..
Boiton, Ma>»
North Station Industrial Building
Philadelphia, Pa
12 South 12th St.
Cincinnati, Ohio
6 E. Fourth St.
Chicago, 111.
201 North Walla Stresl
Grand Rapida, Mich
Association of Commirea Bldg.
High Point, N. C.
Wachovia Bank Bldg.
Lo« Angelas, Cal
12th St. at Broadway
LENTZ TABLE
In reproducing this unusual selection of fine 18th Century pieces,
LENTZ offers the dealers of America a type of merchandise that is
admirably suited for promotional purposes. The individual pieces
are exquisitely executed and have been carefully selected from the
most authentic sources. The name LENTZ guarantees the most
discriminating customer accurate English adaptations.
Two finishes — the Old World and LENTZ — insure lasting beauty
LENTZ TABLE COMPANY
NASHVILLE
MICHIGAN <
We appreciate your mentioning
you saw this in FINE FURNITURE
32
FINE
FURNITURE
Flexible space arrangements which are spacious, well-lighted, and
concentrated. The club
room illustrated is comfortably and tastefully
arranged and furnished.
TRAFFIC IS HEAVIEST where the
STRONG LINES SHOW in the
WATERS-KLINGMAN BUILDING
. . . EXHIBITORS . . .
Allen Chair Co., West Concord, Mass
Third Floor, East
Arcadia Furniture Co., Arcadia, Mich
Fourth Floor, North Half
Atlas Furniture Co., Jamestown, N. Y
Fourth Floor, North
Bechtold Bros. Upholstering Co., Grand Rapids, Mich.
First Floor, North Half
Bromberg Galleries, Birmingham, Ala Second Floor, North Half
Brower Furniture Co., Grand Rapids, Mich Fifth Floor, East Half
Brown Brothers Co., Gardner, Mass
Third Floor, East
Butler Mfg. Co., Syracuse, N. Y
Fourth Floor, North Half
Cochran Chair Co., Aurora, Ind
First Floor, North Half
Conant-Ball Company, Gardner, Mass
Fifth Floor, South Half
Eagle-Ottawa Leather Co., Grand Haven, Mich.
First Floor, South Half
Estey Mfg. Co., Owosso, Mich
First Floor, North Half
Falcon Mfg. Co., Big Rapids, Mich
Fifth Floor, South Half
Ficks Reed Co., Cincinnati, Ohio
Third Floor, South Half
Fine Arts Furniture Co., Grand Rapids, Mich.
Second Floor, South Half
Grand Ledge Chair Co., Grand Ledge, Mich.
Fifth Floor, North Half
G. R. Bedding Co., Grand Rapids, Mich Fourth Floor, South Half
G. R. Lounge Co., Grand Rapids, Mich Fourth Floor, North Half
G. R. Fancy Furniture Co., Grand Rapids, Mich.
Fourth Floor, South Half
Grand Rapids Furn. Co.. Grand Rapids, Mich Sixth Floor, North
Grand Rapids Upholstering Co., Grand Rapids, Mich.
Sixth Floor, South Half
Hart Mirror Plate Co., Grand Rapids, Mich.
Second Floor, South Half
Hekman Furn. Co., Grand Rapids, Mich Third Floor, South Half
Herrmann Lamps, Inc., Grand Rapids, Mich.
Second Floor, South Half
Holland Furniture Co., Holland, Mich
Sixth Floor, North Half
« YOU'LL FIND IT
Iredell Sales Co., New York, N. Y
Jamestown Lounge Co., Jamestown, N. Y
Fourth Floor, North Half
Third Floor, North Half
Kozak Studios, Grand Rapids, Mich
Second Floor, South Half
Kuchins Furn. Mrg. Co., St. Louis, Mo
Third Floor, South Half
Lentz Table Company, Nashville, Mich
Fifth Floor, South Half
Loeblein, Inc., Kent, Ohio
Second Floor, South Half
Mahoney Chair Co., Gardner, Mass
Third Floor, East
Manistee Mfg. Co., Manistee, Mich
Third Floor, South Half
Mentzer Reed Co., Grand Rapids, Mich Fourth Floor, North Half
Murray Furn. Co., Grand Rapids, Mich
Sixth Floor, South Half
National Chair Co., St. Louis, Mo
Fourth Floor, North Half
Nagel-Chase Mfg. Co., Chicago, 111
Fourth Floor, North Half
F. A. Nichols Co., Gardner, Mass
Fourth Floor, North Half
O'Hearn Mfg. Co., Gardner, Mass
Third Floor, South Half
Piaget-Donnelly Co., Grand Rapids, Mich., Second Floor, North Half
A. S. Payne, Inc., No. Bennington, Vt
Second Floor, East
Rand-McNally & Co., Chicago, 111
Sixth Floor, South Half
Red Lion Furn. Co., Red Lion, Pa
Fourth Floor, North Half
Red Lion Table Co., Red Lion, Pa
Fourth Floor, North Half
Rockford Chair & Furn. Co., Rockford, 111., Fifth Floor, North Half
Rockford National Furn. Co., Rockford, 111
Second Floor, South
Shaw Furniture Co., Charlotte, N. C
Second Floor, South Half
Skandia Furniture Co., Rockford, 111
Sixth Floor, South Half
Sligh Company, Charles R., Holland, Mich., Fifth Floor, South Half
Henry C. Steul & Sons, Inc., Buffalo, N. Y
Fifth Floor, South
Warsaw Furniture Mfg. Co., Warsaw, Ky., Fourth Floor, North Half
West Michigan Furn. Co., Holland, Mich., Third Floor, North Half
W. F. Whitney Co., So. Ashburnham, Mass.
Fourth Floor, South Half
Williams-Kimp Furniture Co., Grand Rapids, Mich.
Fifth Floor, North Half
Wolverine Upholstery Co., Grand Rapids, Mich.
Fourth Floor, South Half
Woodard Furniture Co., Owosso, Mich Second Floor, North Half
IN^
THE WATERS-KLINGMAN BUILDING"
We appreciate your mentioning you sow this in FIXE FURNITURE