december -1937

'.''-
MAGAZINE
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"
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ED H. MERSMAN
. . . Relentless in the
pursuit of new ideas.
(See page 24)
Two dollars a year
20 cents a copy
DECEMBER - 1 9 3 7
Grand Rapids,
Michigan
{Invitation . . .
Tempting new merchandise - at attractive prices
- is. -,>/e ctli know, what it takes for good business
on ir_e retail fioor.
This is just v/hat Imperial offers you in abundance
during the January n r.arket showing in Grand
Rapids.
Mere than ever, we believe, you v/ill find that our
.=--.pec:ciizatiGn, and the sure-selling designs and
values this specialization makes possible, offers
you much for your business.
Furthermore, Imperial's ovsn advertising and
merchandising program, more extensive and
elective for your business than ever before, plus
Imperial's participation in the new smashing
double spread advertising campaign of the
Grand Rapids Furniture Makers Guild, assures a
stimulated demand for Imperial Tables — on the
part of your customers.
May I especially invite you to see the Imperial
line in January at the Grand Rapids market. And
plan ricv.\. -.vitn the many rev: things we offer
you, for a good business this coming season with
Imperial Tables.
IMPERIAL FURNITURE CO.
GRAND RAPIDS, MICHIGAN
NOTICE
All prices quoted on illustrative and advertising pages in Pine Furniture are "number"
(double wholesale) thus making the cost to
legitimate honofumishing merchants one-half
the quoted prices, subject to regular terms.
PLTS&SE REMOVE THIS SLIP
upon opening Fine Furniture so that the
magazine may be uae.d freely with the consuming
trade.
to pri^e increases announced by manufacturer 53, prices quoted are subject to change
without notice.
FINE
FURNITURE
The Record of Quality
is Established on ^Precedent
HE reputation for manufacturing a product of quality is not established in a day, or
T
a month, or a year, but over a long period of time. Only through close adherence to
manufacturing principles into which has been inculcated a spirit of honest craftsmanship
and enduring service, can furniture be truly classified as having quality. Merchandisers
of good furniture recognize this all-important factor as existing in JOHN WIDDICOMB
creations. They can feature it, but can find no substitute.
JOHN WIDDICOMB COMPANY
GRAND RAPIDS, MICHIGAN
Factory Showroom, 601 Fifth St.
NEW YORK SHOWROOMS
No. 1 Park Avenue
We appreciate your mentioning you saw this in FINE FURNITURE
FINE FURNITURE
FlNC FURNITUR€
the Homefurnishing Magazine from
the Furniture Style Center of America
VOLUME 2
\
:
NUMBER 11
1937
GEORGE F. MACKENZIE, President
PHIL S. JOHNSON. General Manager
R O D G. M A C K E N Z I E .
Editor
DECEMBER
Boiling Wake
4 and 6
Page Nine
MUELLER
means more sales
for uou
THE HEW CHARLTON GROUP, created
from a u t h e n t i c English originals
obtained in London during the Coronation, is a smart style collection of
wide appeal and salability.
Gas Buggy Bubbles, by Phil Johnson
12
More Foresight Than Five-Spots, by Rod Mackenzie
18
Solving the Labor Problem, by Frank E. Seidman
20
Color for Consumer of Americanna
22
The Man on the Cover (Ed. H. Mersman)
24
Merchandise Pages
Rest Assured — Or Is it, by Ruth Mclnerney. .
Mahogany's Paul Bunyan
This line is one to intrigue first interest
at the Grand Rapids January Market.
You arc cordially invited to our factory showroom display.
SHOWROOMS AT THE FACTORY
MUELLER FURNITURE CO.
GRAND
RAPIDS,
MICHIGAN
. .25 and 33
26
. . : . . . . 27
Retailing Tips and Features
28
Furniture Frolics, by Ray Barnes
31
Fabric Facts Facilitate Furniture Sales,
by Phyllis Field Cooper
30
The Sketch Book, by George P. Eddy
National Ads for Guild
Boston Museum of Fine Arts
NATIONAL ADVERTISING PROGRAM
effectively continued in House &
Garden and House Beautiful featuring
selected pieces from the Charlton
group, should help to greatly increase
retail activity for these and all Mueller
masterpieces.
9
.34 and 35
36
. .36 and 37
What Do You Know?
38
Legally Speaking, by Charles R. Rosenberg, Jr.
40
New Stores
44
Classified Ads
43
Published monthly by the Furniture Capital Publishing Co., 1SS
Ottawa Ave., N. W., Grand Rapids, Mich. Acceptance under
the Act of June 5, 1934, authorized April 30, 1936. FINE FURNITURE copyright, 1936. Eastern office: R.K.O. Bid, 1270 Sixth
Ave., Room 906, New York City, phone CIRcle 7-4339, S. M.
Goldberg, representative. Chicago office: 307 N. Michigan Ave.,
phone CENtral 0937-8, Bassler & Weed Co., representatives.
Subscription rates: $2 per year in the United States and American
Colonies; $5 in Canada and foreign countries; single copies, 20 cents.
Doe.
FINE
THE
With Pleasure
In looking over your September issue
I came across an article on page 19 written
by Ruth Mclnerney, and was very much
impressed with the good sound sales talk
written in there.
As we have a number of men on the
road selling furniture and helping our
dealers in merchandising, I am writing to
ask if it would be possible for us to secure
25 copies of this page of your magazine
which I would like to send out to our men.
Trusting that you will advise me as to
whether or not this is possible, and again
complimenting you for the fine work you
are doing with your magazine. I remain
C. L. W., Duluth, Minn.
FRANK E. SEIDMAN • Whose fearless,
comprehensive analyses are a measuring stick for the furniture industry. Included in Frank's analytical arsenal, in
addition to graphs and columns of figures, is a n astute understanding of the
industry's problems, an ability to transmit constructive counsel and a mess of
figures in a manner far from boring.
(See page 20.)
Encore
The manner in which the Venetian blind
story in your October issue was handled
is pleasing. Will you please supply us with
500 reprints of this article. These can be
run off in a four-page form.
A. W. E., Sturgis, Mich.
Still Good
—«
Your FINE FURNITURE edition of July,
1936, had an article therein by Mr. Murray
C. French, headed, "Arithmetic of Instalment Selling." We would appreciate it if
you would send us a copy of this article.
R. M. B., Atlanta, Ga.
Is This Your Customer?
Salesman's Viewpoint
Wood-cut-up Mackenzie can decorate this
page as he sees fit. Furniture fascinates me,
the same as diamonds fascinate me. When
I sell a piece of beautiful furniture, I have
sold happiness. I am not a super-salesman,
but I have sold furniture to some pretty
tough prospects, and if I have any abilities,
they are tact and patience.
BOILING
FURNITURE
WAKE
After a ship has passed, there is
left immediately behind a wake of
rough water—bubbling, seething and
"boiling" •particularly if the ship is
driven by a propeller.
The more
active the •propeller, the more "boiling" the "wake." When each month's
publication of FINE FURNITURE goes
through the mails to the stores, there
takes place a seething,
bubbling,
"boiling wake" of favorable and mifavorable comment and. opinion, and
— oh, hell, it means
READERS'
OPINIONS to vou! — The Editor.
Here comes the bride and her blushing
husband and they have brought mamma
with them — for mamma is wise beyond
her years and has such vast experience,
also a gleam in her eye that says sell us
anything if you dare — she knows her stuff
and the minute she spots you, you are sure
she hates you. Well, her darling daughter
asks to see a bedroom suite and you ask
her if she has a particular design or finish
in mind. She may know just what she
wants, but turns helplessly to mamma and
mamma's bosom starts to heave, and you
are sure something is going to break inside
as she sniffs at a beautiful blond creation
and says, '"Well, if he tried to sell that to
me I'd walk right out" and you tell her
you wouldn't have it either and pass on to
something else, and wish you had your
pistol handy.
How do you like this walnut set, it is
the finest one we have on the floor, but
mamma says "Good gracious no, my sister
had one just like it and it fell to pieces
in no time." Well, what to do? Happy
thought — try to wear her down, and start
marching her around — get her on her own
ten-yard line and maybe she will start
heaving forward passes, and maybe you can
catch one. Now, Mrs. Jones, I see that
you know good furniture and have fine
judgment — your daughter is lucky to have
you with her. The palpitating bosom becomes almost normal, as she points majestically at a suite you have been trying to
sell for two years, and your own bosom
slips two notches to starboard. "Is that a
Louis 14th?" she bellows. Far be it from
me to argue dates with her. and poor little
Mary gets the suite. I hope she's happy.
Willie and the girl friend are waiting —
they have been standing behind a china
closet for some unknown reason, and Willie
has a little hp stick on one of his cheeks
and an eyebrow under his nose, which he
strokes with great affection.
"Kindly quote us your best discounts" —
and he fixes you with his cold, pale blue
eyes—• "we have been getting prices from
your competitors and they are pretty low',
but we thought we would give you a chance
too," and Molly gives him that what-a-wonderful-man-look. and you try them out on
a few living room suites. Willie takes out
his notebook and says your prices are way
out of line, but you are not dismayed.
"Are you sure these are the same numbers
and the same grade of covers?"
"Well, they look the same," but Willie is
a little vague and you see you have got to
do your talking with Molly. "Try this
chair. Miss, and see how comfortable it
makes you feel; and the cover is mothproofed for five years and don't you like
those little strips of moulding — it sets the
whole design off so nicely." Molly looks
wistfully at Willie — I hope they will be
happy with the suite, for it is a fine one.
Romance in selling — from the salesman's
viewpoint — here it is — nectar from the
gods is no sweeter. The retired rural mail
carrier and his wife, tired out and timid.
"Ma and me want a new living room set
—ma, you pick it out, anything you want.
Don't get anything too cheap, ma, you
know we'll never get another one." Ma
gets her choice and a fine floor lamp thrown
in. Yes, there's romance in selling furniture.
M. K., Duluth, Minn.
RUTH McINERNEY • Through whose
green e y e s and poignant pen are w e
permitted to s e e ourselves a s the customer sees us. In stirring the "Wake's"
caldron, Ruthie rates near the top, her
"Customer's Viewpoint" hurling a constant challenge to better merchandising
and the educated c u s t o m e r . ( S e e
page 26.)
Distressed Gent
Your latest number just arrived here
after my name had been summarily removed from your mailing list following the
early-summer S h a f e r - J o h n s o n Impasse —
and I'll be damned if I can see why you
have resumed this service. Because your
book, with the one exception of Mr. Barne's
magnificent page, certainly appears thin and
lousy.
I went through it carefully to detect the
cause of this appearance—and I can attribute the condition to the absence of some
woodcutting by Mackenzie and some words
by Shafer. And this leaves me sad—because now I'm compelled to sell these words
to the Curtis Publishing Co. of Philadelphia
—for "Country Gent"—(See Nov. issue) —
and this lowering of standards is distressing.
C. S., Three Rivers, Mich.
Fine Objection
I missed the announcement, but you do
follow the footsteps of Fortune, and give
#10.00 for any misinformation, or error in
(Please turn to Page 6)
for
DECEMBER,
1937
* '
City or Country
Winter or Summer
There's
Always...
A BIG MARKET
FOR
MERSMAN TABLES
You can't afford to miss the Mersman Line —
for here is a Complete Line, designed and priced
Full Steam Ahead
For a Record Breaking
to meet popular demand the whole year through.
Distinctive tables that are built as finely as the
finest — yet, through large-scale production, priced
surprisingly low — here is the Line of Table Values
with TABLES
By MERSMAN
that will pay big dividends all through 1938.
We cordially invite your inspection at the January
Markets. We look forward to showing you the
patterns that are going to mean more profit for '38.
Everywhere, smart merchants are stocking
* SPACE 924
CHICAGO
Mersman Tables. And we join with them in saying:
Clear the tracks! Full steam ahead — for a record
breaking year with Mersman!
* SPACE 1110-1116
NEW YORK
M E R S M A N B R O S . C O R P O R A T I O N , CELINA, OHIO
A Host of Distinctive New Designs
in Modern, 18th Century, French and
Commercial . . . . See them at the
Markets!
M ERSMAN
Builders of Fine Tables
For 37 Years
We appreciate your mentioning you saw this in FINE FURNITURE
FINE FURNITURE
BOILING
fact, found in your publication, don't you?
Then send my ten dollars to the above
address.
"What do you know," page 22, question
1. Who is financing the Williamsburg Restoration? Answer, "Rockefeller Foundation."
We have a letter on file from Mr. Darling,
in charge of the restoration, in which he
says the Rockefeller Foundation has nothing
to do with the restoration at all.
J. W. M., New Orleans, La.
/ . W. M.'s objection covers a very fine
•point, has title to do with the general content of the question, inasmuch as Rockefeller money, whether it is supplied by the
Foundation, a -personal trust fund, a separate corporation, is supporting the Restoration. Admittedly the question skoidd have
been phrased, "Rockefeller
Interests."—
Editor.
Still Rockefeller
Thanks for your interesting letter of the
9th, relative to the Williamsburg set-up.
No, I do not remember your having
offered ten dollars for errors, but I think
you should.
And if you will pardon me, even in light
of your letter, and quotations from the
Virginia Gazette, I still win the cut glass
pajamas, or whatever it is you are going
to give instead of that coveted ten spot.
Mr. John D. Rockefeller, Jr., is not the
"Rockefeller Foundation" which is not mentioned in the articles quoted. As 1 understand it, and I think I am correct, J. D.,
Jr., personally financed this restoration, but
both J. D., Jr., and the Foundation are
rather sensitive about it. I suspect the
Foundation is not permitted to spend
money for that purpose, while J. D., Jr., is
entitled to such credit as is coming.
J. W. M., New Orleans, La.
See Last Month — and This
Your newly o r g a n i z e d department —
"What Do You Know?" is excellent and
cleverly puts over educational information
in an entertaining way. I miss, however,
;
'The Boiling Wake," and hope that it will
again make its appearance.
P. F. C , Winnipeg, Canada.
Best Yet
I think the October-November issue of
FINE FURNITURE is the best yet. Glad to
see you have banished the Three Rivers
riffraff.
WAKE
(Continued)
The biography of John R. Vander Veen
is beautifully handled.
I like the editorial page and the way
you handled the strike situation.
E. A. S., Grand Rapids, Mich.
o
Easy
On page 30 of the Grand Rapids Market
Ambassador — semi-annual showing, July
29th to July 10th, 1936, you have a full
page advertisement of your magazine. The
ad being a picture of the magazine, the
cover, with the picture of a table and four
chairs.
We have a customer who wants this exact
set. Will you please give us information as
to the name of the company who makes
this set and where they can be reached?
A. E. W., Aurora, 111.
Complimenting Colleague
Your current issue has just come to my
attention. I have enjoyed it very much, and
hope you will accept congratulations from
our organization.
We were particularly pleased with the
way in which you presented the Model
Home Budget story. It is a most attractive presentation.
It will be our pleasure to work with
you in the future. As a former editor
myself, we have employed here a group of
writers who have had such experience and
we try in all our releases to approach the
subject entirely from the standpoint of the
discriminating editor. Q R R N y c
Do You Want It?
On page 22 of FINE FURNITURE, October
and November, 1937, issue on questions
asked and answers given on page 43 of this
issue, this is very interesting as well as
extremely educational. As a suggestion why
not get these questions and answers all
together in a little booklet form and sell
them to the dealers at a given price.
In my opinion every dealer who is interested in increasing his knowledge of the
furniture business as well as educating his
salesmen will be more than glad to have
one or a number of copies of this particular
bO0klet
'
J. F. G. C , Jackson, Mich.
Coincidental
About a month ago when we completed
our annual arrangements for the Purchasing
Agents Exhibition at the Sherman Hotel,
f authorized the setting up of an Early
California bedroom set, with vivid red and
crackled parchment colors, on which we
put an Englander mattress and box spring
in red Skinner Satin. On the night prior
to the show, which was November 16th,
our decorator and myself left the hotel at
10:00 p. in. after setting it up, and at 3:00
o'clock the next morning I was reading
FINE
FURNITURE
MAGAZINE,
and
lo
and
behold on page 12, what did I see, but
the identical bedroom set, and the identical
living room chair which we also used in
our set-up, and on page 13 1 noticed it was
from our source of supply.
Now, Mr. Mac, I have had lots of peculiar coincidences happen in my 38 years,
but never one to match this. You may be
interested to know that the enclosed photograph of our space (see below) shows a
deep red and tan striped carpet, the walls
in delft blue, the bottom of the occasional
chair in the same color, one chair in parchment and orange, all beautifully decorated
and really offset very handsomely by the
accessories you see in the photograph.
I presume you would be interested to
know how I got this merchandise. For
the past eight years I have visited my
mother in Los Angeles at different times,
and when there last January, I felt it was
about time someone took the artistic version
of this Aztec Indian Conquistador Spanish
type of furniture and brought it to the
Middle West for country homes, summer
homes, guest and rumpus rooms. I purchased a quantity of this and also accessory
items. I sold most of it myself, as it seems
it was not appreciated as a whole by many
people, and really it took some enthusiasm
on my part to put it over.
As one furniture man to another who is
interested in all angles of our beautiful
business, I presume you may find this letter
interesting. In any event, I am sure no
harm is done.
At this time I feel it proper to mention
the tremendous joy and information I secure from your excellent magazine, and my
only complaint is that up to this issue I
made grades of 80% on your tests, but this
one gave me only 56%%, and I flunked
on such questions as number ten, which
you must admit are "tough."
Confidentially, I want to go on record as
saying that as far as I am concerned they
could take all the furniture markets outside
of Grand Rapids and throw them in the
alley. After all, life is too short and too
sweet to sell just for the sake of selling.
I defy any man to prove that he is
happier dealing in fine furniture than
B. K., Chicago, 111.
B. K. of Chicago's coincidental Conquistador Setting.
WINTER MAR
JANUARY 3-15
i
The National Center
SS?.t...
K.1-"
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It
T U R E
( iHHrnlnilrd Lvaiivrship—
II orhl's l.artivsl Producers
I L O O l{ CO \ I! R I N G S
llanl ami S»// Surface
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Prvinimtis. tct<nmt Openers
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Hitii^;
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* • .;
and Everything for the
American Home
Wiih* TOI)\Y lor
\ uii i
HI
ii!
FINE FURNITURE
will be better than you now expect
if you plan to make it so. Kroehler
can help you — we help you sell
N A T I O N A L
P U B L I C I T Y - O u r 1938
national advertising will be increased. Many ads will
appear in magazines having a combined circulation
of over 12,000,000 homes.
S A L E S H E L P S —You need the best copy to make
expensive newspaper space pay. We spare no expense in
preparing the most effective dealer newspaper advertising. Mats or cuts furnished free. Attractive window and
store display cards also supplied on request.
LINE —At our exhibit you will see a comprehensive line
of the best-selling styles that experience and master designers can develop—styles that you will justly feel proud
to display in your store. Prices will be a big surprise
to you.
You are welcome to make our space at the Furniture
Mart your headquarters during the January Market. It's
a good place to hang your coat and hat.
WORLD'S
LARGEST
FURNITURE
MANUFACTURER
JANUARY EXHIBITS
Chicago: January 3-15
New York: January 17-29
Los Angeles: January 17-22
San Francisco: January 24-29
We appreciate your mentioning you saw this in FINE FURNITURE
for
DECEMBER,
1937
NINE
Though other pages bare the minds
Of many men, the credit or
The blame I'll bear for what one finds
On this, Page Nine.—The Editor.
THIS MONTH
The editors of FINE FURNITURE MAGAZINE wish to
reassure their readers that never shall a hard and fast editorial policy be assumed. If we run across a feature that
we believe will add interest, information, and be educational,
it will be included in the regular contents. Simply because
a feature appears for several consecutive issues, doesn't
presage its establishment for the duration of publication.
We refuse to become hidebound in our selection of reading
material. Occasional contributions, such as Frank E. Seidman's, are timely, their intermittent appearance adding to
their value. "Solving the Labor Problem," page 20, is a
fearless addition to Seidman's already voluminous portfolio of
articles pertaining to the factual side of the furniture industry.
"Regulars" like Ruth Mclnerney, who by the way cracked
NATION'S BUSINESS in December with a delightful dissertation on department store policies, Ray Barnes, with his
perpetual pecking at celebrities, Phyllis Cooper, and her
decorative digests, "The Boiling Wake," the tantalizingly
instructive "What Do You Know?" have established a monthly
following that aids in supporting the standard of the magazine.
Inaugurated this month is "Legally Speaking," by Charles
R. Rosenberg, Jr., being resumes of actual cases, presented in condensed form for the merchant lacking time
to pore over lengthy legal literature, in order to find out
whether or not postdating a check is "agin" the law.
Quoting from our first PAGE NINE, and on the advent
of another year, we wish to state that our credo remains
steadfast: "MORE PROFIT FOR EVERYONE IN THE FURNITURE BUSINESS.
"Convinced that good fellowship, laughter and the appreciation of beauty are as precious as money when assayed in
the final net profit figures of life, we urge our friends to
interpret our one-plank platform in that light."
ff
PRICING LOW
Directed at the borax, price-slashing dealer is the resale
price maintenance law, now in effect in 42 states. Passage
of the Federal Fair Trade Act is responsible. No longer
is it a violation of the anti-trust law for a manufacturer
to put a retail selling price on his merchandise. The law
enables the manufacturer to protect his trade-marked product,
thus eliminating deceitful retail price competition. The
ethical merchant now can benefit from the good will and
value established by a manufacturer's trade-mark. He will
be enabled to realize on the full profit without fear from
price-destroying competitors.
ff
AD MAN SPEAKS
"Business prospects for 1938 in the furniture and homefurnishings industry are much brighter than is indicated by
conditions at this time," declares W. B. Henri, president,
Henri, Hurst & McDonald, Chicago advertising agency, who
has just completed a series of conferences with sales executives of furniture, building material and home appliance
companies served by his firm. These meetings, following the
close of the November furniture market, reflect both an
appreciation of present conditions, a determination to meet
the problem of production and sales with increased effort.
Says Mr. Henri: "I feel sure that the industry's opportunity
is still fundamentally as good as it was last year. This belief
is based on the nation's requirements and ability to buy. It
goes still deeper, into the crying need for homes in America.
Building must continue, for the supply of dwellings is far
below the demand. New homes mean new outlets for furniture and homefurnishings. This potential market, as well
as the huge replacement market, should be increasingly
strong next year."
A closer cooperation between manufacturers and retailers
in ascertaining consumer demands is necessary, because
better grades of merchandise quite often remain idle due
to the dealer failing to correctly estimate the consumer's
pocketbook, ascertain his taste.
The country has survived every setback in its history.
Fighting spirit is evidenced in advertising and sales plans
for 1938. Any manufacturer or dealer producing and handling
outstanding merchandise, must devise striking methods to
bring it to the consumer's attention.
Typical fine furniture by John Widdicomb Co.
ff
more than ever are
the deciding factor
in the sale!
GRAND RAPIDS VARNISH CORPORATION
finest quality finishing materials, plus a cooperative
creative service for new finishes and proven methods
of more economical production. Inquiries invited.
for
DECEMBER. 1937
11
BUY THE
VISIT THESE LEADING FURNITURE EXHIBITORS
Adelphian Mills
I rinklm Vrt< ratt ( o
Mirror Spec laltN ( o
Allied Mfrs of ' mene i
tncdlaendir 4 Co In<
Modern Mfg C o
American Art ^ orks
Furniture ^hon-- The
Mount \ir\ ( h u t Co
American Chair Co
Furniture Mi lists In,
Mount Viri I urmtnre Co
American truineled Prod
G H Spe<nlt\ ( o
Muskin Mfg ( o
nets Co.
Garton 7cji Co
Napinee Kitcht n ( abinet
American Furniture Co.
General Wood Products Co.
American Hospital Suppl*
Gordon Parlor Furniture Co. National Furniture Co. of
Grand Novelty Co.
M ount Airy
Corp.
Great Lakes Glass Co.
National Mineral Co.
Amora Mfs. Co.
Hallwood-Colnmhus Co.
National Wood Products Co.
Anderson Artcraft Co.
Appleton Toy & Furniture Hamilton Glass Co.
Norden, Fred, Mfg. Co.
Co.
Hanson, Louis, Co.
Old Hickory Furniture Co.
Art Aquarium Co., The
Hart Mfg. Co.
Oslermoor & Co.. Inc.
Artcrete Products Co.
Paleo Mfg. Co.
Hart Mirror Plate Co.
Atlas Novelty Furniture Co. Hauser. Emil
Pellegrini, L., & Co.
Aulsbrook-Jones Corp.
Hellam Furniture Co., Inc. Pioneer Furniture Co.
Bailey, Samuel i.
Pratt Corp.
Hcrlzberg, Arthur, &
Barler Metal Products Co.
Craftsmen
Protection Products Co.
Batesville Cabinet Co., The High Point Bending &
7tamseur Furniture Co.
Bellette. Inc.
Reliable Furniture Mfg. Co.
Chair Co.
Benton Studios
Rockford Desk Co.
Hirsch, J.
Bethlehem Furniture Corp. Home Service Bureau
Romweher Co.. The
Bishop Products Co.
Rose-Derry Co.
House of Baldwin
Bopp, Andrew R.
S. & L. Box Craft Co.
Ideas
Bonn Art Products Corp.
Illinois* Art Industries, Inc. St. Charles Mfg. Co.
Brandenburger Bros., Inc. Indianapolis Chair & Furni- Salmanson & Co., Inc.
Brandt Cabinet Works, Inc.,
Sani Product* Co.
ture Co.
Schutte, George W-, FurniThe
Irwin, Robert W., Co.
ture Co.
Briatol Co., The
J. & J. Tool Co.
Shearman Brothers Co.
Broude. W. S., Co.
Jones, Paul, Inc.
Brown, J.eslie If., Co.
Juvenile Wood Products Co. Shenandoah Community
Workers
Butler Specialty Co.
Kaplan, Joseph A., Inc.
C. & O. Glass Co.
Shwayder Brothers, Ine.
Karpen, S., & Bros., Inc.
Calif-Asia, Ltd.
Sikes Co., Inc., The
K.atz, Frank M., Inc.
Carrollton Metal Products Kensington Shop, The
Simmons Co.
Smith, B. R., Chair Co., Ino.
Co.
Kerr Wire Products Co.
Sorem Furniture Co.
Charlotte Furniture Co.
Kessler, Warren
Chesterfield Furniture Shops Keteham & Rothschild, Inc. Stanley Co., The
Star Furniture Co.
Chicago Curtain Stretcher Kittinger Co., Inc.
Stark, James E-, Co.
Co. (Redwood Division)
Koch, Geo., Sons
Chicago Hardware Foundry Kraus, Walter S., Co., The Statton Furniture Mfg. Co.
Sterling Furniture Co.
Co.
Lefkow-KJng Co.
Straus, Mitteldorfer
Chicago Superior Mirror Leganger, E., & Co.
Sturges-Aulsbrook-Jones
Works
Leg-O-Matic Co.
Corp.
Cincinnati Artistic Wrought Levi-Gade
Tapp, Inc.
Iron Works
Liberty Electric Co.
Thanhardt-Burger Corp.,
Colonial Desk Co.
Lincoln Luggage Co.
Columbia Mantel Co.
Lorraine Metal Mfg. Co., The
Conroy-Prugh Glass Co.
Inc.
Three Mountaineers, Inc.
Continental Art Ware Co.
Luce Furniture Corp., The Tomlinson of High Point
Coupes, Inc.
Lyon Metal Products, Inc. Toy Market, The
Corduan Mfg. Co.
Maddox Table Co.
Treasure Chest
Davis Cabinet Co.
Majestic Lounge Co., Inc. Union National Lines
Dillingham Mfg. Co.
Mallen, II. '/-,., & Co.
United Art & Craft Studio
Dunhar Furniture Mfg. Co. Marigold Studio
Wabash Cabinet Co.
Durham Mfg. Co.
Martin, Miss Frances
Warren Furniture Co.
Klkay Mfg. Co.
Master Metal Products, Inc.
Wheeler, M. M., & A. J.
Ellis Mfg. Co.
McAnulty Co., The
Wheeler-Okell Co.
Ero Mfg. Co.
Menaaha Wooden Ware
Williamsburg Galleries, The
Kstey Mfg. Co.
Corp.
Fancher Furniture Co.
Woodard Furniture Co.
Metal Arts Studio
Fashion-Flow Corp.
Youugsville Mfg. Co.
Mexican Products Co.
Fashioned Furniture, Inc.
Youngsrille Sales Co.
Michigan Chair Co.
Ficks-Reed Furniture Co.
Milano Furniture Co., Inc.
Ypsilanti Reed Furniture Co.
— and don't forget the ever-popular Kooler
• People, today, are ensemble-minded. That's
why smart furniture buyers, at market, are visiting related displays before they buy their own
lines. It's the only way they can be sure their
selections fit the current vogue and therefore
will sell.
In no other building in the world can you inspect so many displays of related merchandise—
l o l l of them—curtains and draperies,floorand
wall coverings, lamps and glassware, as here in
the Merchandise Mart. Or see so many complete
room settings, each full of practical merchandising ideas.
The line or lines you buy are all conveniently
displayed under one five-acre roof. You can't
afford to miss these Six Major Markets. Write
at once for your registration blanks and complete information.
I
SHOP ALL SIX MARKETS
JANUARY 3 - 1 5 INCLUSIVE
Merchandise Mart Furniture Mart
Merchandise Mart Floor Covering Market
Merchandise Mart Lamp and Shade Market
Merchandise Mart China, Glass & Pottery Market
13th Semi-Annual Curtain & Drapery Kxhibit
(January 3—14) (Sponsored by the Chicago Drapery
Mfrs. Assn.)
Third international Housewares and Appliance Show,
including Toys and A$ heel Goods
THE MERCHANDISE
MART
- eh! cago
THE C R E * f #EWfR4L MARKET
WELLS STREET AT THE RIVER
12
FINE FURNITURE
Frank Seidman says more than twice as much
furniture was made, shipped and sold in 1936 than
in 1932, and 1937 will show sales improvement over
1936. What's all the kicking about?
GflS BUGGV
BUBBLES
Have you seen Charlie Kindel's factory? You
could eat your lunch on the floors, they are kept so
spotlessly clean. His workmen have surroundings
as immaculately clean as mother's parlor at home,
and it means contented workmen and increased production. Here's a plant to pattern after.
A furniture salesman named Hines
Covered twenty-three states with ten lines,
Each line represented
Report sales not augmented,
And their factories covered with vines.
The devil decided to refinish hell as the smoke
and soot so prevalent there had left the furniture,
draperies and floor coverings in a dirty, dingy condition. He investigated the lines of every manufacturer of living room furniture in the world and not
one of them had a suite or chair upholstered in
asbestos so he gave up the idea, had the entire
"dump" dry cleaned and let it go at that. Moral:
Have what they want when they want it.
The Tego glue boys are putting it over. John
Romweber of American Furniture Company, Batesville, Indiana, has just installed a huge new outfit
and so has Ed Mersman of Mersman Brothers Corporation at Celina, Ohio. Faster production, they
claim.
In the furniture down in the east,
It is either a famine or feast,
With a stock market tumble
Things rumble and jumble,
Until fluctuations have ceased.
What constitutes a market: Good merchandise,
fair prices, reasonable cost of display and merchandising space and a responsible group of buyers.
That is the place to sell goods.
Take a big load of well planned publicity, backed
by attention getting illustrations, promoting honest
merchandise at honest prices and don't worry about
volume. Volume follows and profits follow volume.
Since time immemorial it has been said that we
humans are the victims of fear and there seems to
be a huge cargo of it in the furniture industry
today. Fear of the future, fear of labor unrest, fear
by PHIL JOHNSON
Shortly after Mrs. Murphy's cow kicked over a lantern,
setting the city of Chicago in flames, a young man fresh
from reportorial duties on the Dowagiac Daily News, landed
with both No. 12 feet as a cub reporter on the Chicago Tribune. From this start he developed a powerful pair of legs, a
nose for news, a flair for the publication business, and the
largest speaking acquaintanceship in the furniture industry.
For nearly 30 years, P. S. "Phil" Johnson has been touring
the country, spreading his philosophy of optimism, radiating
a spirit of conviviality, and on the side, valiantly attempting
to inculcate in the minds of furniture manufacturers the fact
that consistent promotional work pays dividends.
Feeling that "Phil" in his ramblings gathers a headful of
personal and public facts of interest to our readers, and
knowing that he once conducted a column for a daily paper,
we served on him an editorial subpoena, requesting his
appearance every month. Herewith is number 1 of "Phil's"
GAS BUGGY BUBBLES.—The
Editor.
of price advances, fear of war, fear of the fluctuation
of the stock market and fear of God knows what.
Does the industry need greater intestinal fortitude?
No! It needs more guts.
Mary had a little goat that wabbled at the knees,
So Mary traded for a dog, but found the dog had
fleas;
She swapped the pup for a borax chair, because she
was so sore,
But when she sat, the darn chair broke, and dumped
her on the floor.
St. Peter and the devil decided to build a wall
between heaven and hades. St. Peter was to handle
the construction and the devil to pay half the cost.
When the wall was completed and St. Peter presented the bill, the devil refused to pay. St. Peter
said, "I'll sue you." The devil answered, "Where
will you get your lawyers?"
Why is a Dutch pancake like the sun?
Because it rises in the yeast and sets in the vest.
ior
DECEMBER,
1937
13
The Turniture
Am erica
with a wealth of
new showings that
Challenge Comparison
for Smartness of Styling
for Excellence of Craftsmanship
for Prestige-Building Character
•
for all around Value and
Profitable Saleability
VISIT GRAND RAPIDS FIRST!
JANUARY MARKET 3rd to 15th
GRAnD RflPIDS fURniTURE EHPOSlTIOn flSSOCIflTIOD
14
FINE
FURNITURE
CENTURY
The MAHOGANY FINISH that is historically correct for the reproduction
of the finer work of those master craftsmen of that golden age of furniture
—the wonderful GEORGIAN ERA.
Only by the CENTURY MAHOGANY
treatment applied to Chippendale,
Hepplewhite and other 18th Century
reproductions are these classic interpretations reproduced in all their
traditional loveliness.
The deep warm mellow tones and
pleasing patina effect produced by
the CENTURY MAHOGANY method
impart a distinctive character and
charm not attainable by any other
finishing procedure.
. -
'
' - '••••--.:
3
m
Courtesy West Michigan Furniture Co.
We will gladly submit finished sample and further information upon request.
•MANUFACTURED BY
GRAND RAPIDS WOOD FINISHING CO.
Established in 1893
GRAND RAPIDS, MICHIGAN
We appreciate your mentioning you saw this in FINE FURNITURE
lor
15
D E C E M B E R . 1937
They All Speak Well Of It"
No. 373 Love Seat — Victorian
For January We Present
. . . A New Provincial Group
. . . A New Swedish Modern Group
. . . A New French Group
. . . And New Promotional Suites and Chairs
MICHIGAN FURNITURE SHOPS, INC.
GRAND RAPIDS • MICHIGAN
DISPLAY AT THE FACTORY SHOWROOM OF THE GRAND RAPIDS CHAIR CO.
We appreciate your mentioning you saw this in FINE FURNITURE
FINE FURNITURE
16
HEKMAN/^
A Sparkling New Note
MODERN
Designed in Conjunction with
Leading Merchandisers
HIGH TRUMP
Desk or
Dinette Chair
Coffee tables, end and lamp
tables, desks, chairs and coordinated wall pieces in a lighter, more
graceful type of modern —
entirely new but soundly founded
on the good judgment of several
of the country's leading merchandisers— a line that we confidently predict is going places.
FOR 1938
Be sure to see it and the
many other Hekman offerings in both modern and
traditional at the January
Market.
No need to bluff when VanderLey patterns are on your floors. Buyers find them
to be outstanding values in style, construction and honest pricing.
You can stand pat on this line, because
it assures you a winning hand every time
you come up against competition. See
the many new designs shown in the January exposition. If you cannot attend,
send for illustrations and prices.
Custom-Made for Profitable
Coffee Table with
Gunmetal Mirror Top
Coordinated Wall Units Available in
a Wide Variety of Functional Designs
Trade
6th Floor, Keeler Building
Vander Ley Bros.
GRAND
RAPIDS,
MICHIGAN
Sofas, Chairs, Love Seats, Rockers and Tables.
If not attending Market, write for photos, prices
and newspaper mats for featured promotions.
HEKMAN FURNITURE CO.
EXHIBIT WATERSKLINGMAN BLDG.
_ B A u _. _ A _ , _ _
GRAND RAPIDS
for
DECEMBER,
17
1937
COMPLETE NEW MODERN LINE
OF LATEST CREATIONS
Long recognized as a leader in the Modern field, every suite in the
RED LION FURNITURE C O . line was designed with the idea in mind of
maintaining its established style leadership. Only through meticulous adherence to construction, workmanship and finish, has this been accomplished.
No. 408 B:d
No. 208 Dresser
EXHIBITION SPACES . . .
NEW YORK FURNITURE EXCHANGE - N E W y o R K
WATERS-KLINGMAN
B U I L D I N G - G R A N D RAPIDS
RED LION FURNITURE CO.
RED LION
PENNA.
We appreciate your mentioning you saw this in FINE FURNITURE
18
FINE
FURNITURE
&z
By ROD MACKENZIE
Editor, FINE FURNITURE
Hoffer Bros.. 1905. (below) 1937
B
\CK in 1902 there was a
youns; l l u n u a r i a n workiiiu
in \tlanta. (la., in the linn of
Rhodes &. Ilav-eriy. 1 fe was
scrvintr an apprenticeship in the
furniture business.
IV.it ili'u
voting cinhusia-M was JDWIL' niure
than that. He \\a> k-arniiii: all
lie could about tiu; citie? of the
South with a \ iew to start ins: a
business, ol his own. lie wanted
to pick the right spot and decided finally on Norfolk. \'a. Here
lie would found a business and
ISADORE HOFFER
build a home. Benjamin Hoffer,
. . . first sale — second president of the newly appointed
hand Bible.
Hoffer Bros., Inc., did exactly as
he planned, and came to be recognized as one of the
leading homefurnishing merchants in this Southern
community.
Not without travail, headaches and heartaches did
Hoffer rise to his present business eminence. The
story of his success embodies the same ingredients that
fired many an aspiring youth — ambition, industriousness and more foresight than five-spots. Young Hoffer
did not step right into his own business upon entering
Norfolk one October morning in 1903. But he did step
right up and get himself a job.
Sa>s Hoffer: "Upon arriving in Norfolk, the first
tiling I did was to eat a hearty breakfast. Then I
called on the W. F. Crall furniture store and talked
with the manager, C. G. Mays, who told me that no
new men were wanted."
35 Bucks for a Job • Right here young Hoffer exhibited the spark that was to carry him through 34 years
ol business vicissitudes. He refused to take "no" in
answer to his request that he be put on the staff as
an outside salesman, reminding Mr. Mays that every
institution needed good men, that an industrious salesman could always make a place for himself.
Continued Hoffer: "My worldly capital consisted of
$35. I put it all on the desk and said I would leave it
as evidence that I would return the samples of the
trade. It made an impression. I got the job and in a
few hours had made my first sale."
Hoffer Brothers, Unincorporated • For six months
Hoffer made house-to-house calls, selling merchandise
to housewives throughout the city. Then he sent for
his young brother, Isadora, who came from New York.
He also made a sale the first day he worked in Norfolk— a secondhand Bible; is now secretary and
treasurer of Hoffer Bros., Inc.
Buy a Horse • When Crall moved into a new store
18 months later, the Hoffer boys purchased his old
for
DECEMBER.
19
1937
stock, on credit, rented a tiny store on Church St. for
$8 a month, bought Crall's old horse. For eight years
they remained in this location, selling portieres, blankets, clocks, mirrors, pictures and Bibles. Each week
they would take their profits to Crall until eventually
they had him paid off.
Progress • Their business expanding, the Hoffers
moved to Main St., where they remained for ten years,
employing several salesmen, operating six horses and
wagons, abiding by their motto — "Fair treatment for
all." A motorized delivery truck, one of the first in the
community, indicated further progress. Another move
into more expansive quarters at the corner of City
Hall Ave. and Bank St., where they remained for 13
years, preceded the present modern establishment on
Main St. The new store has 34,000 square feet of floor
space, 20,000 of this being on the ground floor, where
75% of the merchandise is displayed and is recognized
as one of the outstanding modern stores in the South.
A 20-foot revolving display window, carrying three
complete suites at once, further indicates the Hoffers'
progressiveness.
Tribute • A six-page section in the Norfolk LedgerDispatch announced the opening (September 23),
which thousands attended. Felicitations from furniture
and homefurnishing manufacturers and from brother
merchants throughout the country, plus the unexpected
response of the local public, are tribute to the initiative
and determination of the Hoffer brothers. They say:
"We are proud of our new store, proud to have built
up such an enterprise to leave our children."
Like Father—Like Son • And the children are following in their father's steps. Louise Hoffer, daughter of
Benjamin, is a bookkeeper; Isadore's son, Martin,
University of Virginia graduate, is a floor salesman,
and another son, Elliot, also U. of Va., travels for a
well-known furniture manufacturing concern, is learning the business from that angle. All of which indicates a perpetuation of the spirit and philosophy of the
senior Hoffers. "One of the greatest things about
establishing a business is to have something to leave to
one's children."
They further emphasize their good fortune in the
statement: "A good business, a good reputation, and
good friends. We feel that we are fortunate in having
these three things."
Brands of nationally known furniture handled by
Hoffer Bros., Inc., include Berkey & Gay, Luce Furniture Corp., Kindel Furniture Co., of Grand Rapids;
B. F. Huntley, Pullman Couch Co., Kroehler Mfg. Co.,
Thomasville Furniture Co.; and a complete line of
Stewart-Warner and Frigidaire refrigerators, Zenith
and Stewart-Warner radios.
"MR. B" . . .
W
H E T H E R or not Benjamin
Hoffer ever read any of
Horatio Alger's fictionary formulas for success, his own career
might well be added to that voluminous library. For the saga of
this young foreigner, born in
Budapest, Hungary, 60' years
ago, parallels the pattern established by Alger's prolific pen.
Giving up a position in a furniture store in Atlanta, that he
had held for about a year, striking out for a community unknown to him except through
conversation with traveling men
and maps, gambling his entire
monetary holdings, $35, on the
fact that he could produce, is indicative of the spirit, vision and
confidence that carried Benjamin
Hoffer, president of Hoffer Bros.,
Inc., Norfolk, Va., to his present
successful position in his community.
Hoffer is not a big man physically, weighing about 145 pounds
and rising only five feet four
inches from the ground. But his
perseverence, tenacity and sense
of fairness more than doubles
what he lacks in stature. However, reports on "Mr. B's" early
activities disclose the fact that
his energy seemed limitless, and
that the little man had a rugged
constitution, for he "walked" his
territory when he first came to
Norfolk. In fact, his early memories of the furniture business
are crystallized into two words
— hard work, while his career is
founded on a philosophy including "system, service, honesty,
courtesy and regularity."
BENJAMIN HOFFER
. . . first ate a hearty breakfast.
Despite Hoffer's early struggles, his constant attention to
business as he progressed, he has
traveled widely in Europe and
the United States, finds relaxation in frequent auto trips and
names Shakespeare as his favorite author. Hungarian goulash is
his epicurean choice and the violin his means of recreation. This
instrument he learned to play in
the Conservatory of Music in
Budapest, studying under Professor Jeno Hubay. His only
partner has been his brother, Isadore, whom he called to Norfolk
shortly after his own advent, and
between the two, over a 34-year
span of business association, there
has always existed a fine cooperative relationship.
Always intensely interested in
his customers' problems, he relates an incident that occurred
recently, which added humor to
an otherwise drab day.
A colored woman came to the
store, told Hoffer she was in
trouble, asked for a loan of $5.
"I am your customer," she said.
"Mr. Hoffer, look at your books.
I have been dealing with you for
ten years."
Wanting to oblige but not without checking the woman's statement, Hoffer found that the
books disclosed the following information: That the customer
had purchased a range at the
store ten years before for $98,
still owed $20 on the account.
Truly, a customer of long but
somewhat doubtful standing.
20
FINE FURNITURE
ANNUAL LABOR TURN-OVER RATES
IN FURNITUREL MANUFACTURING
PER IOO ON THE PAY ROLL
FACTORY
ENTRANCE
LAIO-OFF
1931
1932
wmm.
1933
1934I93S
1936
*
1937
| 55.7T
iA.se o ON REP-
SOLVING THE LABOR PROBLEM
By FRANK E. SEIDMAN
SEIDMAN 4 SEIDMAN. Accountants and Auditors
With Offices in Principal Furniture Manufacturing Centers
W
HEN one considers the present labor situation in
this country, one is apt to be put in mind of the
colored preacher who announced that the subject of his
sermon would be "Status Quo." "But," he added, "in
case you all does not know what that means, I will say
that it is Latin for the terrible fix we is all in."
Today's Problems • In approaching the labor problem
one must consider it realistically and recognize that we
cannot look back to what has been, but at conditions
as they are and recognize that it is today's problems
that must be solved. Furthermore, problems are never
solved by being ignored.
Thirty Years Ahead — or Behind • Touching on the
labor problem, under present conditions, is rushing in
where angels fear to tread. When you get through, you
are sure to be condemned as a conservative by the
radicals, and as a radical by the conservatives. However, there is really scant difference in definition between
a conservative and a radical. It has been said that a
conservative believes that nothing should ever be done
for the first time, whereas a radical believes that nothing
should be done "except" for the first time. Neither
conservatives nor radicals can help this world because
they are not presently living in it. They are either 30
years ahead or 30 years behind their time.
Major Unionization • It appears to me that America
is closely repeating Britain's labor experience. It is
becoming abundantly clear that this country is facing
an era of major unionization just as Britain did 25
years ago. If this be true, industry would be well
advised to co-operate in this movement rather than
attempt to frustrate it. Instead of fighting the labor
organization from without, enlightened leadership
should bend its efforts towards reforming it from
within. At present the leadership of labor unions is
necessarily of the type that is continually girded for
battle. Through a progressive industrial attitude, there
might be developed labor leadership of a co-operative,
rather than combative type.
* From an address by Mr. Seidman before the tenth annual
meeting of the Wood Industries Division of the American Society
of Mechanical Engineers, held at Grand Rapids, Michigan.
Knowledge Ends — Strife Begins • This does not
mean that management must surrender to such dictates
for
DECEMBER, 1937
of organized labor as are in fundamental conflict with
sound economics. It must fight any attempt to impose
waste and inefficiency, but it must remember that strife
begins where knowledge ends and that the quality
of leadership of labor organizations is as much the
responsibility of management as it is of the masses of
workers which it leads.
It is time we realize that the age of control of industry through the management of capital alone is past,
and that the real control of industry must rapidly rest
in the hands of those who are able in the management
of men.
It is the lack of recognition of these factors that has,
to a great extent, led to the serious strikes which this
country has experienced and is currently experiencing,
with all their disastrous interruptions to production.
Strikes of Capital • The strike is of gravest danger
both to capital and to labor. Incidentally, we invariably think of strikes as those involving labor. However,
we have strikes of capital as well. Capital often strikes
to maintain high income, just as labor strikes to maintain high wages. Both capital and labor are damaged
tremendously by a strike of either. High wages for
capital and labor do not mean high purchasing power
for either. The establishment of artificially high prices
or wages and the stopping of production are the surest
way to scarcity and a reduced standard of living. It is
up to both the workers and the owners to assist in
abolishing strikes because the cost of a strike is lost
production, and lost production in the last analysis
means lost consumption by labor and lost savings by
capital.
Production. Determines Income • Notwithstanding
some of the odd theories that are being heard now-adays, such as to have more we must work less, make
fewer things and you have more money, etc., thoughtful
persons are pointing out that to increase wealth and
the standard of living, it is essential that we produce
more. We think we want more profits, wages, salaries,
etc. If all these were multiplied by 10 or 100, we would
not be one whit better off or have any more wealth.
Continued production and production only determines
our real income.
Seek Peaceful Settlement • To bring about continued
^production, not only must we find ways to peaceful settlement of industrial disputes but, to my mind, we must
do at least two other things — (1) aid labor to an
understanding of the problems of capital by having it
represented on the board of directors of industry, and
(2) permit labor to directly participate in the fruits of
its increased output by letting it share in profits.
Labor Representation • I am a firm believer in the
principle that labor should be represented on the board
of directors of industry. If that sounds radical, let me
suggest that the surest way of controlling radicalism in
labor is to let it participate in the responsibility of
management. R a d i c a l i s m ends where responsibility
begins. We have had many examples in political and
economic history justifying this conclusion. Responsi-
bility engenders practicability. Let labor sit in and
participate in the discussions and decisions of management. It will then learn the falsity of what is now
preached to it that management is constantly scheming
to "take its hide off." It will learn that operating an
industrial enterprise is not just a matter of sitting back
and raking in the profits. It will learn that by and
large American business men are heartily in sympathy
with good wages and fair working conditions for labor,
and it will also learn that to pay wages beyond economic ability fixed by competitive and market conditions is to lay the foundation for the destruction of
their own jobs.
Labor's Viewpoint • Furthermore, labor's participation in management should greatly aid management
itself. It should help management get labor's viewpoint
and labor's problems at close range instead of by guess
and by hearsay. It should help management secure
practical suggestions as to practical problems arising
in the factory which now either never get to it or
reach it third or fourth hand.
Participation in Profits • This leads to the second
proposition—i.e., the participation of labor in the fruits
of increased output. In the early period of our industrial development, the profits of industry all went to
capital. In more recent years, there has generally developed a recognition that management, too, is entitled to
a share of the profits it aids in producing. There is no
essential reason why labor should not join capital and
management in sharing the avails of the surplus created by the efforts of the triumvirate.
Philosophy — Plenty vs. Scarcity • Such an allocation
of profits would go a long way towards overcoming the
undesirable extremes in our business cycle which constantly recur as a result of overexpansion, overextension and overaccumulation. The dispersion of purchasing power to the great mass of workers when
profits are abundant is the best form of insurance for
industry itself, for it should aid in the avoidance of
these excessive peaks and valleys. Business will best
serve its own interests and those of the nation by diverting some of its profits to labor's use, thereby
stimulating demand for its own output. Furthermore,
the inclusion of labor in a fair profit-sharing plan
should answer much of labor's present criticism that
it is not receiving a fair share of what it produces,
for it would automatically permit it to participate in
increased production as it develops. It should be a
powerful stimulant to labor's adoption of a philosophy
of plenty instead of its present creed of scarcity.
Solution • I am convinced that the solution of
employer-employe difficulties and differences lies along
the path here outlined, and that the eventual adoption
of these or similar principles is inevitable. The furniture industry, as one of the outstanding industries of
the country, might well display its foresightedness by
a s s e r t i n g l e a d e r s h i p at the early stages of this
development.
Rushing in where angels fear to tread is Seidman's predicament in discussing the subject of labor.
However, with characteristic fearlessness he points out that problems are never solved by being
ignored. Read it. — Editor.
Color
for CONSUMER of AMERICANNA
/ C O N C E R N I N G style and color
\_S trends a unique harmony exists among the industries supplying
the homefurnishing field. To the
homemaker interested in obtaining
decorative harmony it is invaluable.
Americanna • O b s e r v a t i o n s resulting from a recent meeting of the
Style Trend Council of the Institute
of Carpet Manufacturers, embodying memberships in the furniture,
floor covering, textile, wall paper,
interior paint fields, indicated an
advanced crystallization of a definite
style, typically American. Also apparent is a trading-up program of
better design, finish, detail, workmanship, full money's worth at all
price levels.
BROADLOOM
CARPET
Two-Tone Borderless • Starting
with the floor where good decoration
begins, interesting comments were
made upon style trend in Americanloomed wool pile carpets and rugs.
Texture continues as leading style
theme. Out of the popularity of
two floor covering types — texture
patterns and plain carpeting—comes
a type expected to play an increasingly important role: carpets and
borderless rugs to fit rooms, in
which two-tone effects and design
types just off the plain, give new
interest to floor style.
Color Clicks • Since definite design is played down in these new
carpet and rug types, color becomes
an even more important factor.
SHOP
for
DECEMBER,
1937
Manufacturers expect to introduce
interesting versions of color families, including both the very subtle
light shades and rich dark tones.
Texture Tells • Borderless rugs and
correct floor-size rugs continue important. Texture designs dominate,
will continue to supplant Modern
designs, are a softer, more subdued,
small scale design, more restrained
in coloring. Reproductions of Oriental patterns are expected to continue to decline. Early American
designs follow the trend toward
smaller, all-over design, with varicolored effects, in which no single
color predominates.
Furniture Facts • Turning to furniture, a classification setting the
key for decorating styles, three major design types predominate: 18th
Century, Modern and Early American. Both in upper and mediumpriced brackets, 18th Century designs continue their popularity. A
persistent note is the freshening of
traditional types, the simpler, lighter-scaled, classic types, such as Regency, Sheraton and Hepplewhite,
which fit into backgrounds where
Modern color schemes, fabrics and
floor coverings are used. French
18th Century styles arc creeping
into prominence, both court and
provincial types, the Winner in bedroom and upholstered li\ing room
pieces. Simple versions of Queen
Anne and other earlier English
styles are becoming more evident.
At top of opposite page
is cut-out superimposed
on 9 x 12 broadloom rug.
used in display windowdemonstrating the use of
correct sized rugs; new
Cav-el (Collins & Aikman) fabric, presenting
Adam design in cut and
uncut wire loom jacquard frise velvet. New
b r o a d l o o m r u g shop.
Sterns, New York, (bottom of opposite page);
utilizing space between
banks of windows, dramatizing b r o a d l o o m at
Abraham & S t r a u s ,
Brooklyn, with life-sized
photograph of room setting (top right; Ludwig
Bauman's, New York employ cut-outs as active
selling tools, (right); humorous skit demonstrating to customers the art
of r e m a k i n g a living
room, staged at Wanamaker's, New York.
M e d i u m M o d e r n • With t h e i n t r o -
duction of the so-called "Swedish
Modern" influence, a new opportunity is .-ecu lor Modern furniture to
break into the medium price ranges,
instead of remaining almost entirely
at the extreme top or bottom levels,
as it has in the last lew season*.
This new type of Modern is less
blunt, lighter-scaled, acknowledges
some indebtedness to tradition, employs curves and more refinement
of contour, comes up "off the floor."
l'",arl_\- American furniture, too, seeks
a tendency for less hackneyed types.
Wood Notes • Woods and finishes
show emphasis upon greater refinement, better color. On traditional
pieces, especially in mahogany, a
dark, rich traditional finish vies
with lighter shades. Exaggerated
blond finishes seem to be passing;
in their place come semi-blond, natural and "wheat" tones. Walnut
captures the patina of old pieces.
Fruit wood tones are f o u n d in
French pieces.
•TK^:v.-.;;r5yL&*
FINE FURNITURE
24
the man on the cover
W
ITH a father, three brothers
and a daughter in the furniture business, it is difficult for Ed.
H. Mersman, president and general
manager of the company bearing
his name, to even ponder upon the
possibilities of having thrown his
energies into any other industry.
In fact "Ed H." admits being practically born in it. "Who's Who in
Commerce and Industry" divulges
the following data on the career of
Ed Mersman:
"Served as manager of his father's
sawmill, planing mill and furniture
manufacturing business, 1890-1900.
Organizer and partner, Lennartz &
Mersman Bros. Co., 1903-06. Organized Mersman Bros. Brandts
Co., 1906; changed to Mersman
Bros. Corp., 1927, of which he was
elected president, director and general manager."
Supplementing these activities are
directorships in the Citizen's National Banking Co., Celino, Ohio,
National Furniture Manufacturers
Ass'n and member of the Board of
Governors of the American Furniture Mart.
Beginning his furniture experience in the manufacturing of cheap
beds and reclining chairs, Mersman
climbed steadily in the furniture industry. Supported by a philosophy
of giving the best one has and reaping accordingly, he soon attained an
enviable position as a leader in his
chosen field. Mersman's profes-
sional ambition to make quality
merchandise that would sell at popular prices brought him early recognition, business volume, and established the huge plant in Celina,
Ohio, as a practical model of modern production methods.
ED. A. MERSMAN
. . . his hobby, making tables.
Relentless in the pursuit of new
ideas, the development of methods
for merchandising his product,
Mersman. in 1932 introduced a
high priced article, and this at a
time when his competitors were
frantically engaged in the ignoble
business of producing merchandise
at unheard-of low prices.
Says Mersman: "One d e a l e r
whom I particularly wanted to sell,
and make my first contact, accused
me of having unlimited nerve in
approaching him with such an article during times of stress. He said
that he could not possibly be interested." Mersman laughs, because,
as he relates, he not only sold this
customer, but every one contacted
on the trip, proving conclusively
basic business principles — knowing
your product, being equipped to
present it intelligently, and, being
sold on it yourself.
Surprisingly, enterprising Ed confesses to no hobby other than that
of making tables, quite naturally
designates Henry Ford and "General Motors" Kettering as his favorite public personages, which accounts for his choice of reading being "engineering books of any
kind"; admitting, however, enjoyment in reading Shakespeare and
the lives of Lincoln and Theodore
Roosevelt. Going suddently sentimental on the subject of pets, he
lists his wife, daughter and granddaughter.
In characteristic M e r s m a n i a n
spirit he voices the desire never to
retire, but to continue active in the
business for the remainder of his
days, doing nothing but making
more and better tables.
Accomplished Adaptations . . .
(See opposite page)
1. Versatility is exemplified in
the groupings (1 and 8) by the
Mersman Bros. Corp. The smart
living room at the top, keynoted by
the simplicity of the modern streamlined tables, is typically contemporary. Included in the modern line in
addition to those illustrated, are
coffee, lamp, oval, occasional tables,
with tops veneered in butt and burl
walnut.
2 and 3. Long recognized as a
top flight creator and merchandiser
of living room tables, desks, etc.,
Imperial Furniture Co. shows these
typical current interpretations of
18th Century adaptations.
4. The Louis XVI chair covered
in blue brocatelle, smartly tailored
upon a mahogany frame, is shown
in the Ketcham & Rothschild space
in the Merchandise Mart.
5. Dignified by distinctive designing is this Robert W. Irwin mahogany ensemble, consisting of 36-inch
long server and 34 x 28-inch hanging bookshelf. Displayed in the factory showroom at Grand Rapids.
6. Period furniture reflecting the
influence of modified modern appears in the i l l u s t r a t i o n of the
Landstrom Furniture Corp. group.
The "tea table" in mahogany, 23
inches high, is a newcomer in the
novelty field. Relying upon the
beauty of its rich upholstery which
combines plain and crewel (see page
31 for definition) embroidered royal
blue hammered satin, is the love
seat's claim to distinction.
7. Combining beauty and comfort is this wing chair manufactured
by the Fine Arts Furniture Co., displayed in the W a t e r s - K l i n g m a n
Building, Grand Rapids.
8. Early American in feeling is
this Mersman tier top table, of solid
mahogany. The charming hanging
bookrack draws upon Chippendale
for inspiration, while Hepplewhite's
influence is felt in the c a b i n e t
veneered in swirl, crotch and stripe
mahogany. Displayed in the American Furniture Mart.
9. Personifying the ultra in adherence to honest craftsmanship,
design and quality is this chiffonierdesk by J o h n W i d d i c o m b Co.,
shown in the factory showroom,
Grand Rapids.
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FINE FURNITURE
26
THE CUSTOMER'S
VIEWPOINT
by
RUTH McINEBNEY
Electrically-heated blanket controlled by
the little cabinet on the nightstand, obviating f r e q u e n t o p e n i n g and shutting
windows, adding or throwing oil extra
covering.
REST ASSURED —OR IS IT?
N
O NEED, really, to leave the sweet dream business
all to the palmists and crystal gazers. Any furniture store that sells mattresses and springs may also
sell sleep.
And the funny thing is that as soon as you begin
to sell us sleep instead of bedding, your profits go up.
You can bed on that right now. That's because the
arguments for getting a good night's rest, favor the
sale of the better equipment. The cheaper the outfit,
the lower the rest rating, and the less your profits.
The Weigh of Looking • "This padding placed on top
of the muslin case is taped through and caught with
buttons on each side. Therefore, the mattress holds
its shape better and discourages lump formation. The
ticking weighs 9 ounces to the square yard —"
"What's the weight got to do with underwriting contented customers?"
"The weight is according to government specifications. Uncle Sam is a fussy shopper. This material
outlasts many damask fabrics."
"That's another weigh of looking at it. And I suppose, if the ticking is good, better springs are not far
behind. But why are the sides and ends bound and
sewed so thoroughly?"
The salesman had a Minnesota shift ready for this
one.
All Take—No Give • Once there was a dealer who
took seriously and literally the argument of the customer, "I can't afford to spend $20 more for a better
spring and mattress." The dealer forgot that $20 over
a ten-month extended payment period is $2 a month.
Poor bedding under the unhappy customer for the
same period of time costs much more than that. Figures do not fib after an eight-hour argument with a
mattress that is all take and no give. So, the customer
bought the inferior inner-spring mattress with the fewer
coils inadequately covered. To make matters worse,
she also signed up for the flat spring that is bound to
sag, sure as rain in October.
Now the customer restlessly counts sheep all night,
and the dealer is busy counting wolves at the door.
We're interested in construction details insofar as
they lead directly to our comfort and convenience.
New and Healthy • "To prevent sagging and bulging.
And the edges check dust gathering. Besides, all new
materials have been used throughout. New and healthy.
The handles —"
"For easy turning. But a turntable would be much
better. Or perhaps a Bel Geddes might design a featherweight mattress with heavy duty qualities and an ironclad guarantee of quality. Then again —"
The salesman, seeing he had an "inattentive customer" on his hands, quickly applied the formula to
be used on this kind of problem purchaser.
Conforming to Curves • "This inner-spring mattress
has 837 coils," quoth a salesman, recently. This impressive detail would have gone offside as far as we
were concerned. However, the salesman had a surefooted running mate of an argument. "The 837 coils
of tempered steel wire provide greater conformity to
the curves of the body. Every square inch of the mattress is literally a molded support. Each coil is sewed
in a muslin pocket, and the whole unit is in a muslin
case. That prevents noise. These coils aren't wired
for sound. Get it?"
We did. Anyway the getting was easy because the
salesman talked with the help of a cross section of the
, mattress in his hand.
Again — Romance • He turns on a musical instrument that plays lullabies and soft, drowsy, tropical
night tunes. Songs heard on a moonlight cruise to
nowhere and return — if you want to. The stage has
already been set. Cove lighting casts clear, glareless
illumination on white ceiling, ciel blue walls. The floor
is heavily carpeted, and the department is walled off
from store and street noises.
Suddenly, we are aware that again, glamour is
ganging up on us. The salesman says: "To match the
mattress, buy this box spring. We call them the Stardust Twins. And how soon would you like this good
night's rest delivered?"
The rest is history.
for
DECEMBER,
27
1937
MAHOGANY'S PAUL BUNYAN
7\ READER recently wrote us
XA. that he possessed a mahogany table top made in one
solid piece, measuring 48 inches
wide, 58 inches long and V/i
inches thick. "This piece is believed one of the largest and possibly the largest single piece in
America," he wrote. For verification we hastened to the source
of authentic mahogany information in the United States, George
N. Lamb, secretary-manager of
the Mahogany Association, Inc.
Well aware that George Lamb
had inherited some of the characteristics of the fabulous Paul
Bunyan of the White Pine and
Big Onion camp legend, we were
nevertheless astounded upon encountering them in the natural.
With nice condescension, George
averred that while the table mentioned was doubtless one of the
larger mahogany table tops in
the country, it certainly was not
the largest. Disdaining to even
discuss the matter in inches, with
Bunyanistic gusto George told of
a single piece of mahogany measuring 35 feet long, 5 feet wide,
a third of a foot thick, without
a blemish. Indeed, a neatly
turned tale, for which we humbly
crowned Mr. Lamb, the Magniloquent Master of Mahogany Promotion.
Keen of wit, fortified with a
practical and technical background, a robust physique and
engaging p e r s o n a l i t y , George
Lamb has all the attributes required of an industrial ambassador. Graduating from the University of Nebraska with a degree of Bachelor of Science in
Forestry, a Master's degree in
Botany, a reputation as a good
baseball player, a not so good
footballer, and a fair boxer,
George landed in the United
States Forestry Service, from
which he whittled enough knowledge of woods to make him an
internationally recognized authority. As secretary of the
American WTalnut Manufacturers
Association, he had much to do
with the promotion of this wood
for commercial purposes, at the
same time directing sales of the
Walnut Export Sales Co. From
this he took a fling at promoting
Flexwood, which job lasted only
long enough for him to see the
possibilities in the return of mahogany as a popular wood.
W'hile traveling under the auspices of "Wood Utilization"
projects, George was afforded an
opportunity for studying furniture production, gathered knowledge', invaluable to him in his
wood association work. Little did
he think his future would be so
closely allied to that of furniture
manufacturing when he accidentally dropped into Grand Rapids
one midsummer day in 1910,
GEORGE N. LAMB
. . . Magniloquent Master
expressed surprise that "Grand
Rapids" was actually a city and
for the first time visited plants
that were making the community
internationally famous.
The declaration of war in 1917,
found Lumberman Lamb's expert knowledge of woods necessary in the preparation of gunstocks and airplane lumber. In
preference to riding a desk with
spurs, George served his country
as a civilian.
Contacts are the filling in an
association s e c r e t a r y ' s pie.
George Lamb's is overflowing.
Past president of the Trade Association Forum, he also lists among
his membership cards, American
Trade Association Executives;
Merchants & M a n u f a c t u r e r s
Club, Chicago; Senior Member,
Society of American Foresters.
by rod t/>e red
Twice a year he participates in
the semi-annual brawl game between the Grand Rapids Designers' Association and the Peddlers.
Being a star of the first magnitude and eligible to play on
either team, proselyting for the
services of the husky Nebraskan
involves voluminous, often odious correspondence between rival
managers. And speaking of team
play, the following from his own
pen is typically Lambian:
"The season of the year suggests football, and in that parlance I have been privileged, for
25 years, to follow the play of
the furniture game, from the
sidelines rather than from the
stands. I have followed the play
from both sides of the field. I
have known intimately the players, coaches and the officials. I
have seen line smashes, forward
passes, field goals and touchdowns. I have also seen fumbles, penalties, blocked kicks,
ball carriers thrown for losses.
"The opportunity has been
mine to recognize the many difficult problems of the industry
and to rejoice in its progress. It
has been a pleasure to witness
the moulding of a mob of
rookies into a well-coordinated
team, that today is rendering a
real and lasting service to the
homes of our country."
Apparently George's life is motivated by the teamwork theory,
as he admits having had a partner for 20 years, whom he met
at a village dance below the falls
of the Potomac. The partnership
now boasts three young Lambs.
Quite naturally, his avocation is
akin to his vocation, for the collecting of woods and wood carvings is his hobby. Sportifiy-speaking, George thrills to the sound
of swishing flyrods and golf
clubs, selects two distantly related favorite dishes, a royal
flush and baked corned beef
hash, decorated with a poached
egg. A traveler with approximately 500,000 miles throughout
the U. S., Canada and Northern
Europe, tales by Stewart Edward White, with music by Grieg,
intrigue him. Only sheer sacrilege could prevent our hero from
naming Paul Bunyan as his
favorite historical character.
FINE FURNITURE
28
RETAILING TIPS and FEATURES
Delinquents' Return Envelopes . . . High Table Display . . .
Studio Groupings Augment Displays . . . Introduction Card
Credit Collection Reduced
account without the necessity of referring to the department's files.
U
SE of form return envelopes has effected considerable savings in time and costs in handling credit
accounts for the Fred Davis Furniture Co., Denver,
Colorado.
Two separate form envelopes are used. The first of
these, which is white, is employed when the account
becomes delinquent. On the front of the return
envelope is printed the name and address of the furniture company with lines provided in the upper lefthand corner for the customer to write his name.
Second Call • The second form return envelope is
yellow and is sent out five days after the first, if no
reply has been received. Similar to the first, it is mailed
in the same manner. The message on the back of the
envelope varies from the first, however. (See cut.)
If no reply is received from this message, the matter
is taken up by letter after five days and, if this fails of
results, the account is shortly afterwards turned over
to a finance company for collection.
Xo stamps are placed on the return envelopes.
Mailing Form • In sending out the return envelopes,
which are enclosed in the regular envelopes employed
by the firm, the flap of the return envelope is folded
back so that it covers the front of the envelope. Folded
in this manner, the envelope is placed in a typewriter
and the name and address of the delinquent customer
is placed on the flap. A small black dot on the outside
of the flap guides the typist in this, so that the name
and address of the customer correspond with the
address slot when the return envelope is inserted in the
envelope in which it is to be mailed.
On the back of the return envelope, which ordinarily
would be covered by the flap, the name, address and
telephone number of the firm appears. (See cut.)
Delinquency Concealed • Since the flap of the return
envelope is sufficiently large so that it covers the printed
matter on the back of the envelope, the customer need
have no concern about her delinquency being discovered by outsiders, if she decides to use the envelope
to make her remittance. On the other hand, if she does
use it, the printed name and address of the customer
on the flap and the amount due on the back of the
envelope advise whoever handles the reply of the
Studio Sales Room
T TXIQUE in appearance, highly beneficial in sales
W value, is the arrangement of the sales room for
new furniture in the Studio Furniture Co., Dallas, Tex.
Entering the new furniture field slightly more than a
year ago, after years of business as an upholsterer,
T. L. Morehead, owner and operator, found a rapid
build-up not only in sales through outside contacts, but
on the floor.
Adding Space • A series of walls, crossing one another
to form corners and room sections, each papered with
an individual suggestion for wall decoration, marks
the arrangement of the sales room.
Result has been to give the store, which is not a
large one where sales room space is concerned, considerably more wall space for proper exhibition purposes. Large windows across the front of the store,
divided by an entrance, reveal in one case, two small
studios for the exhibition of lighter furnishings.
Papers Vary * The three walls to each unit of the twounit window are given individual papers, single ceiling
--Jsap—-^
Delinquents' return envelopes.
Display studio rooms enlarge exhibition facilities.
ior
DECEMBER,
29
1937
Unusual height of
table display invites
inspection, location
a s s u r e s traffic vol-
paper is used. These papers are changed frequently,
providing additional interest.
Likewise, studio units in the store are given different
paper motifs per "corner," or section. Corners formed
by intersecting walls allow for groupings of furniture
to form small ensembles where the customer can
observe ensemble effects without distraction from other
merchandise.
Picture Sales Jumped • A feature of no small importance, made possible by the small studio groups, is the
display of pictures on the walls. Picture sales have
increased remarkably well from such an arrangement.
Pictures are more important to the furniture dealer
now, since they add color to plainer walls. When
homes were using heavier figured papers, pictures were
not so necessary.
Frequent Changes • The studio type windows have
proved of high value in drawing attention of customers.
People watch the windows constantly, changes are
made frequently. Complete changes are made as often
as once a week, minor changes, such as a new picture,
or a chair replaced as merchandise is sold out of the
window, are made all the time.
Boost Bridal Business
L
OCATED just inside the store, a novel four-foot
i high table displayed a variety of complete table
settings, produced a large volume of extra bridal business, for the Jackson Furniture Co., Oakland, Calif.
Height of the unusual display invited close-up inspection
of the individual table settings. Location by the main
entrance assured traffic volume.
Matched Groups * In the center of the seven-foot
diameter table was a unique floral centerpiece consisting of a plate for the base, a large bowl for the body,
a small bowl inside of that and then a vase for the
flowers. One of the finest cloths carried was used for
the table cover. Around the edge of the table were
10 complete settings, each in a different pattern of
china, glassware and silver. On each dinner plate was
a card giving information on the pattern and the price.
Merchandise grouped together was carefully matched
as to price ranges. Most expensive glass and silver
patterns were shown with the most expensive china,
inexpensive china with inexpensive glassware and silver.
Boosting Brides • This year, the special entrance table
display was used as an introductory showing leading
to a variety of bridal offerings throughout the store.
A bell-shaped sign hung over the display proclaimed,
"Bridal Suggestions." Duplicates of this sign were used
in each department where bridal merchandise was
featured.
A display of this type is used twice a year, first at
the opening of the summer bridal season, again before
the Christmas holidays. On several occasions, the
interior display has been supplemented with a window
containing a duplicate set-up on a low revolving table.
Meet the "Guest" Card
A
N introduction card stimulates inter-department
. selling, the tonic food for any departmentized
business. In lieu of the loose, much-too-casual contact—
"We have that in department B, third floor" — the
introduction card gives a firm, sure contact, keeps
business at home, impresses customers with the store's
service, builds up reciprocity among salespeople.
Here is a form used by The Bon Marche, west coast
store, during one of its heavy drive months. The customer is treated as a "guest" who is to be accorded
special attention. This type of card of introduction
works more effectively than just a verbal contact,
whether the wish to look at merchandise in another
section originates from the customer or is suggestively
created by the sales employe.
It is also important in that it permits a written
record of departmental turnovers, reveals the identities
of those most deft in keeping more business at home,
enables a management to reward valuable store consciousness wherever it exists.
THE BON MARCHE
OCTOBER TRADE SALES
Introducing as my guest
M
Sent
Salesperson
Department
Your Special Attention Will Be Appreciated
FINE
30
FABRIC FACTS
Facilitate Furniture Sales
PART II
by
PHYLLIS HELD COOPER
(The first part of this article appeared in the September issue.)
embroidery (crewel —
an old word for wool or
worsted yarns) is an English craft
and though crewel embroideries,
done in chain stitch and colorful
yarns are associated with only the
Jacobean period (1603 to 1688),
they were executed long before that
period and long after, too, by skilled
embroiderers. Trade at that time
between the Orient and Great Britain brought about the use of Oriental motifs in crewel work, the most
popular and representative being
the "Tree of Life" design. Modern
reproductions of crewel work are
most appropriate for English upholstered furniture of many periods
as well as draperies, portieres, cushions, bedspreads, etc.
Damask • (pr. dam-ask, slight accent on first syllable) — one of the
oldest of known fabrics and still a
very popular one for upholstering
and draping purposes, derives its
name from the most ancient of
cities —• Damascus in Syria.
It was for centuries an important
center in textile weaving and trading, and was renowned for its exquisitely designed fabrics of luxuriant quality.
As early as 200 A.D. the first
complicated mechanical weaving
was attributed to Syrian weavers.
The ancient draw-loom, a product
of the Chinese, was highly developed by the Damascenes who
reached their zenith as manufacturers of luxuriant silks during the
12th and 13th centuries.
at Lyons, France, in 1752 (died
1834), was responsible for the first
great improvement (1801) in mechanical weaving which revolutionized the industry. Through the facilities of his inventive genius, it is
now possible to weave on powerlooms of the Jacquard principle, the
most intricate and elaborate designs
that prior to the 19th century could
only be done on hand-looms. The
term "Jacquard" is often applied to
damasks, velvets, friezes (frise), et
cetera, that have been woven on a
Jacquard loom.
FURNITURE
tuny, was one of the outstanding
painters of the 19th century, and
while studying in Spain at the
School of Fine Arts in Barcelona,
won the Prix de Rome.
The son received his education in
Paris, France, and studied art with
Benjamin Constant and with an
uncle, Raymondo de Madrazo. Beginning the 20th century, young
Fortuny gave most of his time to
the theatre and decoration, and it
was he who was responsible for a
new type of decorative back-drop
used for the opera "Tristan and
Isolde," held at the Scala Opera
House at Milan, Italy, in 1900.
Then, about 1907, he and his wife
became interested in a new process
of printing that suggested the beautiful woven textiles of the past, and
today "Fortuny prints" are prized
fabrics created in Venice and only
obtainable through an importer.
They may be used for draping, upholstering and wall-hanging purposes.
Frieze • is the spelling given to a
word that refers to a much used
tury development in hand-blocked
upholstering fabric. When the word
cotton, suggesting in appearance
is thus spelled it should be prothe lovely designs and colorings of
the rich, heavy damasks, cut vel- nounced (freeze) and not (free-say).
Only when spelled "frise" (word
vets and brocatelles of the Italian
taken from the French verb "friser"
Renaissance period (1400-1643
meaning "to curl," "to frizz" (hair),
A.D.).
"to
crisp," should it be pronounced
Mariano Fortuny Y de Madrazo,
born at Granada, Spam, in 1871, (free-say). Originally, frieze (pr.
freeze) was a cloth having a shaggy
was the originator of the "Fortuny
nap similar to chinchilla cloth and
print." His father, Mariano For-
A Fortuny Print • is a 20th cen-
Damask Lore • The background of
modern damask is in a satin weave
with the design appearing in either
a plain, or twilled effect achieved
by the modern Jacquard powerloom. The fabric may be of all-silk,
silk and cotton, rayon and cotton,
mercerized cotton and sometimes
wool, and in plain colors, two-colors
and often three (sometimes more).
Jacquard Principles • M. Josephe
Marie Jacquard, a Frenchman born
The history of textiles is a fascinating study in which profit, both monetary and
personal, awaits every houseiurnishing salesman who becomes interested in it.
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FINE FURNITURE
32
produced in Ireland. Today, "frieze'"
or more correctly "frise" is a heavy.
durable upholstering material, usually of Angora goat's hair (mohair),
but also may be of silk or linen,
having a combination of "cut" and
"uncut" or "looped" pile in contemporary novelty patterns as well
as in designs suggesting the Genoese
velvets of the Italian Renaissance
period.
Iccspe • (pr. zhahs-pay) with accent on last syllable, is the French
word for "jasper," which means jasperated, marbled or veined. The
term is applied to upholstering fabrics, linoleum and carpeting having
a streaked effect in contrasting colors tending to blend into one single
color-tone.
Kapok • (pr. kah-pok, accent on
first syllable) is from the Japanese.
The name refers to the silky fibres
that surround the seeds in the seed
pods of the "silk-cotton" tree found
in the East and West Indies. There
are various grades and it is used as
a less expensive substitute for down
and feathers in stuffing pillows, mattresses, chair cushions, etc.
Ramie • (pr. ram-meh, accent on
first syllable) is grown chiefly in
China and is a strong, fine fibre
similar to flax from a plant of the
nettle family. When woven into a
sheer fabric resembling handkerchief linen (though stifler in texture) it is called "grass cloth."
When woven into a sturdy velvetlike fabric and used for upholstering purposes it is referred to as
"ramie cloth" — sometimes as
"ramie velour."
Origination of Velvet • China receives the credit for having originated the art of velvet weaving
many centuries ago, though it is
probable that Persia and India produced it at the same time. It was
during the 14th and 15th centuries
that great quantities of rich, brocaded velvets were produced, especially in Italy. Originally, the words
"velours" and "velvet" referred to
the same fabric (the former is
French for the latter which is the
Anglicized word). Today, these
names are associated with two distinctly different types of pile fabrics. "Velours" is applied to an
open surfaced piled weave in all
cotton while "velvet" refers to a
close weave with a short and very
compact piled surface suggestive of
suede in appearance, and usually of
pure silk fibres with a linen or cotton back for reinforcement.
Ray of Light • The French word
"rayon" means a "ray of light" and
was the name officially adopted in
1924 for artificial silk — a textile
fibre made by converting cellulose
(wood pulp and cotton linters) into
a filament by means of chemical
and mechanical processes (viscose,
nitro-cellulose, cupra-ammoniumn
and acetate).
List of Books on Decorative Textiles of Interest
to Housefurnishing Salesmen
1. "THE CHINTZ BOOK," by
Maclver Percival, publ. by William Heineman, Ltd., LONDON.
2. "PAINTED AND PRINTED
FABRICS" by Clouzot & Morris, publ. by Yale University
Press for the Metropolitan Museum of Art, NEW YORK,
1927.
3. "HISTORIC TEXTILE FABRICS" by Richard Glazier, publ.
by Charles Scribner's Sons,
NEW YORK, and B. T. Batsford, Ltd., LONDON.
A short history of the tradition and development of pattern
in woven and printed stuffs. Illustrated by 83 photographs and
over 120 drawings chiefly by the
author together with 4 plates in
color.
This is an especially interest-
ing as well as instructive book
on the subject.
4. "HOUSEHOLD T E X T I L E S "
by Charlotte M. Gibbs, A.M.,
publ. by M. Barrows & Co.,
BOSTON.
5. " T E X T I L E FABRICS" by
Elizabeth Dyer, formerly supervisor, research department for
retail training, Carnegie Institute of Technology — now coordinator, School of Retailing,
New York University, publ. by
Houghton Mifflin Company,
NEW YORK.
6. "DRAPERIES" — Merchandising Manuals for Retail Salespeople — by Fredonia J. Ringo,
Research Bureau for Retail
Training. University of Pittsburgh, publ. by A. W. Shaw
Company, CHICAGO and
NEW YORK.
Pleasant Peasant — Modish
Modern
(See opposite page)
Contrasting contemporary interpretations are the numerous provincial adaptations making their
appearance at the various markets
throughout the country. Pictured
on the opposite page are some of
the fresher ideas in these remotely
related styles.
1. Manufactured by Wm. j .
Jaeger Furniture Co., Los Angeles,
is the roughhewn, rawhide-wrapped
coffee table, complimented by colorful, rough textured upholstery. Displayed in Los Angeles Furniture
Mart.
2. Utilizing chrome steel, contemporary fabrics, glass and bakelite,
this Howell Co. display in the
American Furniture Mart is defnitely tuned to the modern tempo.
3. Obviously avoiding the angularity of erstwhile modern is this
distinctive crotch walnut vanity by
Joerns Bros. Furniture Co., shown
in the American Furniture Mart.
The chest is equipped with wardrobe compartment in addition to
having six drawers.
4. "Franciscan" is the name applied to this Fashion Flow Corp.
merchandise, combining in influence
Colonialism, Spanish, in the handpainted motifs, Indian, in the thong
tying. Maple is the wood employed,
finished in a brushed yucca. Shown
in the Merchandise Mart.
5. From Sweden once more comes
the inspiration for modern. This
time in the form of interpretations
rather than imitations, adapted to
conform with American living. Light
woods, rough fabrics, delicate in
feeling, yet of substantial character.
Made by Michigan Seating Co.,
shown in the Fine Arts Building,
Grand Rapids.
6. This Romweber Industries
group shown in the Merchandise
Mart, motivated by peasant inspiration, is done in Swedish oak. The
combination cabinet and table is designed for the home of small space.
Dropping the leaves of the table
permits the cabinet to be moved to
the side of a divan. The drawers
are ample enough to hold a good
supply of linen.
7. More familiar is this Kroehler
Mfg. Co. modern, with its contemporary-type cabinet tables and
Lawson-type love seat, covered with
light beige, leaf-patterned tapestry.
Displayed in the Los Angeles Furniture Mart.
Si*?;
t-S
'"•-. " *
FINE FURNITURE
34
THE SKETCH
Beer...
MOTIFS ONCE EMPLOYED IN EXPRESSION OF THOUGHT
NOW BECOME MEDIUM FOR INTERPRETATION OF BEAUTY
•"PHE origin of many of the designs used in orna1 mental mouldings applied to furniture of the classical periods, have a symbolic meaning, or are variations
of symbolic designs. These symbols were the picture
writing of the earliest man, followed by sign writing
of the Chinese, later by the cuneiform system.
From these we have the symbolic and mnemonic
groups of ornamental design. As civilization and art
advanced the aesthetic type of design developed.
Originally, what we term ornament, was an expression
of a thought or an idea, later became purely an
attempt to add beauty.
Symbolism • The symbolic designs often originated
from plant and animal life depicted crudely — the
mnemonic styles from geometrical patterns. The laurel
wreath crowned the heads of conquering heroes and
was a symbol of glory. Variation of the circle gives
us the Guilloche and similar interlacing bands. The
Greek Keys, the Astragal Beads, etc., are the development of the geometrical motifs. In the aesthetic group,
the Acanthus Leaf offers a good example of a design,
with no symbolical significance and apparently adopted
because of its ornamental value.
The execution of some of these designs in wood for
application to present day furniture necessitates liberties in interpretation, while others, better adapted to
machine limitations, are produced with a surprising
degree of fidelity.
Matchman . . .
W
HY George P. Eddy, sales
and advertising manager of
the Klise Mfg. Co., Grand Rapids, should bust into such a
select spot as "The Sketch Book"
is undoubtedly beyond the ken
of many. To us, it's a natural.
George, albeit he never collected any medals as an exponent
of the arts, is more than a
stepbrother to the furniture
designer.
He's a stepfather.
He can call more of them by
their first — and in numerous
cases, unpublishable — n a m e s ,
than any man in the industry.
He also knows furniture. He
understands production methods
and costs. He sells carved ornamentation. If those are not
enough reasons, we might add
that George "Matchman" Eddy
has a promotional mind, wherein
he differs from the majority of
furniture designers. However,
this is a factor worth bucks in
any industry. Even furniture.
By the way, have you received
your "autographed" matches this
month? (adv.)
Back in 1912 a raven-haired
youth, with more words than
wisdom, an insatiable curiosity
to see what made things click,
was bending his ambitious efforts
toward the promotion and sales
of lumber-drying and -handling
equipment. He was contacting
the primary and secondary wood
manufacturing industries, and
being a personable individual,
GEORGE P. EDDY
. . . his pranks. Rabelaisian.
built himself a popularity that
became an asset 13 years later
when he opportunely stepped
into the carved ornamental field.
As promotional director of the
numerous Klise lines, George
boasts the unique distinction of
being able to supply ornamentation from the cradle to the casket, at the present time furnishing moulding for baby carriages,
carved ornament for hearses.
It is difficult to ascertain when
George Eddy is working, when
he is playing. This doubtful
tribute is due to the fact that he
has built his career upon the
philosophy of "working hard,
but at the same time getting
some fun out of it." Born a
jester, his pranks often take on a
Rabelaisian hue, while his seriocomic mein continually confuses
the uninitiated. With a superior
sense of organization the idiom
"Let George do it" becomes
more than a colloquialism. It
becomes a habit, with George
Eddy's fine Holland handwriting
ever discernible, from the neighborhood picnic to a Rotary
program.
Questioned regarding his plans
for retirement, George expressed
surprise, laughed raucously, admitted that gardening and reading afforded some relaxation,
especially when the story was
by Author Sax Rohmer. Eddy
is a masterful raconteur himself.
Despite the fact that he enjoys
hunting and fishing, his hobby
strangely is — "puttering around
the house." Prankster Eddy's
spirit of conviviality prohibits
the selection of any favorite
song other than the lusty "Hail,
Hail, the Gang's All Here." His
membership in Rotary, the Masons, Grand Rapids Industrial
Executives' C l u b , N a t i o n a l
Safety Council, Grand Rapids
Designers' Ass'n, is further evidence of his gregarious nature.
for
DECEMBER,
1937
35
Illustrated on this page are commercial examples of carved mouldings, interpretations of
classic symbolism. Of necessity, certain liberties must be taken in the execution of these
designs, others are produced with amazing fidelity. In authenticating the origin of these
motifs, the following sources were relied upon: "The Principles of Design," by G. Woollescroft
Rhead; "Handbook of Ornament," by Franz Sales Meyer; "Styles of Ornament," by Alexander Speltz; "Period Finishing," by C. R. Clifford; and "Dictionary of English Furniture," by
Percy MacQuoid & Ralph Edwards. — Editor.
ACANTHUS LEAF • Varying from the pointed leaf edges
used by the Greeks, the rounder and broader leaves of the
Romans, the stiffen less delicate style of the Byzantine period,
the round bulbous form of the Gothic. First used on English
furniture in 1660 — a motif found in Elizabethan, Jacobean
and Chippendale.
LAUREL • Sacred to Apollo, symbolical of glory — the conquering heroes crowned with the laurel wreath. Used by the
Greeks and Romans in architecture, pottery, etc.
_ f
DENTIL • As the name indicates, representing the teeth.
1 A h A t A u v ,• *ft •%-•
ASTRAGAL • Bead moulding of geometrical origin.
I
EGG AND TONGUE • Better known as the Egg and Dart.
A design of symbolic significance, according to some authorities depicting the helmet and spear of the Roman soldier as
seen over the embattlements, or designating the fight and the
feast.
r
GUILLOCHE • A design of geometrical origin, said to have
been derived from the classical arch. Authorities place this
design in the middle of the 16th Century.
WAVE • In symbolic studies. The wave of the sea has been
suggested as the motif, but the design is purely geometrical. A common term applied to the detail is Evolute Spiral.
SWASTIKA • A cuneiform design dating to prehistoric America and found in almost every part of Europe. The symbolic
meaning of this design is difficult to trace, because oi its
widespread usage among so many peoples. It is thought
to mean progress, as, enclosed in a circle, it gives the suggestion of flight.
I I
I
I »•
GREEK KEY • Forerunners of this type of motif are found in
earlier Assyrian and Egyptian styles. Greek architecture
gave rise to many variations. This detail is also termed a
Meander border, often referred to as the Wall of Troy design.
WAVE DESIGN • Shown in pictorial inscription as representing travel by water, possibly a variation of the Meander
border, said to be derived from a river in Asia Minor, the
Meandros, now the Manderas, which flows in sinuous curves.
I
36
FINE
addition it will aid other merchants
not featuring Guild merchandise to
capitalize on their relationship with
individual manufacturer-members of
the Guild.
F. H. MUELLER . . .
G. R. Guild president, enthuses
over national consumer ad program ior 1938.
National Ads for Guild
P
ARALLELING t h e u n p r e c e dented development of the Grand
Rapids Furniture Makers Guild is
a national advertising and merchandising program which will be announced at the January market.
Stressing the inherently fine in the
manufacture of commercial furniture, this new factor augments an
already impressive list of services
enjoyed by dealer-members of this
non-profit sharing organization. In
Full Year Campaign • Occupying
dominant space in two top-flight,
authoritative homefurnishing consumer magazines — House Beautiful and House \3 Garden — a consistent year-'round campaign has
been planned. Combined with dramatic editorial c o o p e r a t i o n , the
Guild program is assured of a distinctive, well-timed merchandising
effort to render the homemaker not
only "good furniture conscious," but
eager to possess "pedigreed" merchandise, the latter term being confirmed by the nationally-known registered Guild trade-mark.
Appealing to a definite consumer
acceptance for quality furniture will
be the inclusion of the Guild advertisement in House Beautiful's "Buying Guide for the Bride," House &
Garden's "Bride's House" issue.
Further stimulation will be afforded through the media of direct
mail, n e w s p a p e r advertisements,
prepared to tie-in the national program and localize the campaign for
the benefit of the individual Guild
merchant.
FURNITURE
Boston Museum of Fine Arts
(See opposite page)
F
ROM the Jaffrey House located
in Portsmouth, N. H., comes this
month's Boston Museum of Fine
Arts room (No. 3). Of unusual
interest is this American collection,
circa 1740.
1. Delineating the varied life on
the Boston Commons during the
last half of the 18th Century, is this
needlework picture, hanging above
the mantel in the Jaffrey House.
Anticipating the vogue for decorative maps, this embroidered panel
and its coloring, show a diversification of influences, Chinese, Persian
and French.
2. Beautiful Georgian m i r r o r ,
American, about 1750. In keeping is
the walnut Queen Anne wing chair,
American, 1720-1730.
5. From the middle of the 18th
Century came this bombe mahogany
chest of drawers.
6. Because of its size, this painted
pine cupboard is often called father
of the American corner cupboard,
circa 1730.
7. Chippendale in influence is
this claw and ball, carved arm chair.
Typically English 18th Century.
Accolade for Paine's "Hutch" . . .
I
T'S beginning to look as though
George H. Hutchinson has a
steady job with the Paine Furniture Co. in Boston, Mass. At
least that's the impression more
than 500 members of the furniture industry received the evening of December 9, when they
attended a testimonial banquet
given in his honor and in recognition of 50 years association
with the Paine company.
The story of "Hutch's" career
with Paine's is based on the Algeric principle of paying strict
attention to one's job, working
hard and ignoring the clock. Beginning as errand and elevator
boy in 1887, George Hutchinson
served successively as head clerk,
bookkeeper, cashier, from where
he jumped to "pony" salesman.
At 28 he warranted the confidence of his employers sufficiently to take over the all-important
function of price-marking, following this within the year as
buyer of small piece lots. Assuming with each additional year of
service increasing purchasing responsibilities, he soon became the
store's carload merchandiser. The
death of Shearer, Jr., in 1936 devolved the entire responsibility of
all furniture buying for the
Paine store upon Hutchinson.
Working in conjunction with
W. L. Shearer, "Hutch," along
with Ed McLaughlin of Abraham
& Strauss, Clark Brockaway of
Wanamaker's and George Pullman of George C. Flint's, New
York, became known as the "Big
Four," had first call on leading
f u r n i t u r e manufacturers' products, Shearer often contracting
for a factory's entire output.
Never having been occupied in
another business, H u t c h i n s o n
hugs the memories of his good
fortune in aligning himself with
a concern boasting such an enviable record down through a century of commercial operation.
Following the banquet-entertainment program, which included speakers Dr. A. P. Haake,
National Association of Furniture
Manufacturers; Roscoe R. Rau,
National Association of Furniture Retailers; "Bill" Cunningham, sports writer, Boston Post,
William L. Shearer, Jr., president
of the Paine Furniture Co., presented the honored "Hutch" with
a life-size painting of himself, executed by John Hilliard, noted
Boston artist.
Headed by the honorable Governor Hurley, all branches of the
furniture industry were represented as the Copley-Plaza Hotel
assumed the atmosphere of a national furniture market. Sponsored by salesmen's clubs, the
various manufacturers' associations, national furniture market
associations and retail furniture
dealer groups, members of the
industry came from far parts of
the country to pay homage to a
man to whom Elbert Hubbard's
phraseology fits: "I am Today
what I am, because I was Yesterday what I was."
{or
DECEMBER,
1937
from the . . .
MUSEUM of FINE ARTS, BOSTON
37
38
FINE
FURNITURE
WHAT DO YOU KNOW?
and. . . are you sure?
1. If you know" your women in furniture
you'll know which one of the following
had much to do with influencing the
beauty and variety of Louis XV styles:
a—Mme.Du Barry
b—Mine, de Pompadour
c-—Marie Antoinette
2. And going still further female, check
these two statements as being true or
false:
a—The highboy {jroin the French,
haut — high, and bois — wood)
made its first appearance during
the reign of William and Mary,
and had a square top.
b—The highboys made during the
time of Queen Anne are identified
by either a broken pediment, a
swan's neck, or a broken arch top.
3. That should stop you, but in case you
still persist, to which of the following
terms are we referring when we say,
"A tapestry or fabric which has a design consisting solely of foliage":
a—Velour
b—Velveteen
c—Verdure
d—Velvet
4. And getting into upholstery, where does
Spanish Moss, stuffing used in place of
curled hair, come from:
a—A bush
b—A water plant
c—A tree
5. If a customer inquiring for maple furniture should ask specifically for merchandise from the Ipswich Group,
which of the following lines would you
show her:
8. Are any of the following statements
false:
a—TheAmerican Eagle was introduced
on ftirmtufe at the time of the
inauguration of the first president.
b—The eagle was chosen by Napoleon as an Empire emblem symbolic of the state and used as a
decorative motive.
c—A carved eagle head was often
found on the arms of the Queen
Ann period.
9. Marshall Field & Co. recently featured,
with window display and newspaper advertising, a new Modern living room
grouping, shown for the first time at
the November market. If you made the
market you should know wThich two
concerns collaborated in developing this
new Modern note. Give yourself an
extra five if you name both firms:
a—Johnson, Hand-ley, Johnson
b—Widdicomb Furniture Co.
c—Werner Co.
d—Michigan Seating Co.
e—Dunbar Furniture Mfg. Co.
/—Herman Miller Furniture Co.
10. If you think that was tough, try this
one. List opposite the proper names, all
prominently connected with the furniture industry, the facts related to the
individuals. Group them in this manner,
A-l, B-2, etc. We'll give you five for
eight right and ten for par:
a—Grmling Gibbons
b—Frank E. Seidman
c—John Goddard
d—Paul Frankl
e-—Charles Lock Eastlake
f—George Hepplewhite
a—Conant Ball
b—W. F. Whitney Co.
c—Robert W. lrwin Co.
d—Station Furniture Mfg. Co.
e—H. T. Cushman Mfg. Co.
a—54 inches or wider
b—27 inches
c—36 inches
12. If a living room suite costs you #40
and you sell it for $75, what is your
mark-up per cent on cost — quick!
a—43.75%
b—35%
c—87.5%
13. When a customer comes in and asks to
see a scrutoire, do you show her:
a—A studio couch
b—A Welsh cupboard
c—A sleigh bed
d—An enclosed writing desk
14. When you show a customer a buffet
on which the carved decoration is incised or cut in, and she insists upon
having the carving raised above the
other surface, does she mean:
a—Intaglio
b—Relief
with the staff of F I N E
FURNITURE
MAGAZINE, what they do and how they
do it? How well do you read our sheet?
Which of the following statements is
correct, regarding the woodcut in the
center column:
a—"Casey Clapp" drawn by Ruth
Mclnerney
b—Chet Shafer sketched by Phyttii
Field Cooper
c—Phil Johnson caricatured by Ray
Barnes
d—Rod the Red done by Rod Mackenzie.
a—Oil with wax
b—Stain
c—Stain and shellac with wax
d—Varnish
7. Perhaps she is interested in adding a
painted piece to liven the group, and
asks you how many of the following
countries supply decorative ideas for
contemporary decoration, not only in
furniture but in textiles, pottery and
glassware:
Sweden,
11. Here's an easy one — perhaps. Does
the term "broadloom" include carpets
woven in all three following widths:
15. We'll wind up with a bit of personal
interest. How well acquainted are you
6. She might ask which type of finish
brings out the color and permits the
wood to show to its best advantage.
You would tell her:
Spain, Mexico,
Russia
g—William Savery
h—Gilbert Rohde
i—William Morris
j—Thomas Sheraton
1—18th Century American designer
2—Modern industrial designer
3—Shield-ba^k chair
4—Furniture facts and figures
5—Lounging chair
6—Square-back chair
7—Famous wood carver
8—Modern skyscraper, furniture style
9—Block front chest
10—"Hints on Household Taste," 1869
Count five for each question. Perfect score
should be 85 (there are two opportunities
to double); 60 is fair; 70 is good and if
you hit 75 you're excellent.
Italy and
Are You Sure?
Correct answers on page 43.
for
DECEMBER,
1937
39
Year
'Round
Expositions
r' "ff P
DAY
and
NIGHT
FINE ARTS BUILDING
Directly across the street from the Pantlind Hotel,
the center of furniture activities in Grand Rapids,
the FINE ARTS BUILDING is the newest and most
modern Exhibition Building in this Famous Market.
Nearly 100% of the buyers visiting the Grand Rapids Market will visit your display if your
line is shown in the FINE ARTS BUILDING, due to its exceptional facilities for displaying
merchandise and its convenience to the Pantlind Hotel, headquarters for all furniture activities.
It is the only building in the FURNITURE CAPITAL, constructed exclusively for furniture
displays and devoted exclusively to furniture exhibits. Furniture manufacturers are its sole
tenants and all services of the building including lighting, floor arrangement, ventilation, etc.,
are conducted in their interest.
Some choice space available at rental rates that will make your displays very profitable. Write
today for complete details.
Fine Arts
Corporation
operating F i t l e *"**
r
a
atld
Pantlind Exhibition Buildings
We appreciate your mentioning you saw this in FINE FURNITURE
40
FINE FURNITURE
LEGALLY SPEAKING
by CHARLES R. ROSENBERG, JR.
Electric Shock in Store
Bad Check or Credit?
• • • A woman customer, while
shopping in a store, was painfully
and seriously injured by an electric shock under rather unusual
circumstances.
The merchant had an electric
display sign in his window and supplied current to the sign by means
of wires from a ceiling light. The
customer reached out her hand to
pick up an item of merchandise,
her arm came in contact with the
wires leading to the sign. It was
contended that the wires were not
properly insulated, and the jury apparently believed this, for it
awarded the customer a verdict of
$12,500 for her injuries resulting
from the shock.
Which suggests the importance of
a merchant's having regular and
careful inspection made of the electric wiring and fixtures in his store.
(Pinkussohn vs. Great Atlantic and
Pacific Tea Co., 192 South Eastern
Reporter, 283.)
• • • A business man took a check
for merchandise. The check was
returned unpaid by the bank because of insufficient funds. The
business man then had the customer
arrested for passing a bad check.
The customer was acquitted of the
charge, and then sued the business
man for damages for malicious
prosecution.
The facts were that at the time the
check was given, the customer
stated that he did not have sufficient funds in the bank to cover it.
The check was to be paid as soon
as he obtained the money and could
deposit it. The giving of a bad
check under such circumstances, it
was held, was not a fraud and not
an offense under the bad check act
of Georgia, where the transaction
occurred.
The court took the view that
under these circumstances it was
not unreasonable to conclude that
the business man actually extended
credit to the customer at the time
the check was given, and the check
amounted to no more than a promise to pay in the future. Ordinarily,
the giving of a bad check is a criminal offense only when merchandise
is delivered or services are performed in reliance upon the check.
Courts have held that the postdating of a check is in itself notice to
the merchant who accepts it that
the check is not good at the time.
It has also been decided by some
courts that the giving of a bad
check in payment of an old account
is not a fraud or criminal offense,
because the person giving such a
check for an old debt obtains nothing from the merchant on the
strength of the check.
The arresting of a customer on a
criminal charge is risky business for
a merchant unless he is absolutely
certain of his ground. If the customer is acquitted, and it develops
that the merchant had him arrested
without "probable cause," as the
law calls it, the result may be a
damage suit for false arrest or malicious prosecution. (Barnes vs. Gossett, 192 South Eastern Reporter,
Where Employe
Is Loaned
• * • Where a business man loans
an employe to work temporarily for
someone else, what is the liability
of the employer if the employe
causes damage or injury in the
course of his work for the secondary
employer to whom he has been
loaned?
That question, as put, may seem
a bit complicated, but is apt to arise
m circumstances where a business
man lets an employe temporarily
"help out" a customer or some other
business man. In California recently an employe was loaned to
drive a car for a customer. While
thus loaned, the employe became
involved in an accident resulting in
great damage. Passing on the liability of the original employer for
the damage negligently done by the
employe under these circumstances,
the California court said:
"An employe may be loaned by
his employer to another, so that the
act done by the employe becomes
the act of the employer to whom
he has been loaned, and for the time
being the original employer is not
responsible for the employe's acts."
(Nichols vs. Hitchcock, 70 Pacific
Reporter, second series, 654.)
254.)
F.O.B.
Shipment
' ' ' The importance of the F.O.B.
point to a merchant is emphasized
in a recent decision by the Court of
Appeals of Georgia.
There, the court pointed out that
where goods are sold under a contract "F.O.B. cars at point of manufacture," they are "to be delivered
to the carrier without cost to the
purchaser and placed on the cars
for shipment to the point of destination." Ordinarily, also, this
means that the buyer pays the cost
of transportation from the point of
shipment.
In the Georgia case the seller of
certain equipment under the arrangement for delivery F.O.B. cars
at point of manufacture, sued the
buyer for the unpaid balance. The
buyer attempted to deduct from the
amount which he owed, the amount
of the freight charges he had paid
on the shipment. However, this was
not permitted by the court.
Merchants buying goods F.O.B.
point of shipment or manufacture
should bear in mind that, as a rule,
liability for damage to, or loss of
such goods in the course of transportation, must be borne by the
buyer, although he may have a right
to recover against the railroad or
other carrier. (Humphries vs.
Frick, 192 South Eastern Reporter,
247.)
Manufacturer Not Forced
To Sell Retailer
• • ' That manufacturers may
legally "conspire" in their refusal to
sell certain retail merchants, is apparent from a recent decision in the
Federal courts.
There, a group of manufacturers
formed an association whose purpose was to stamp out a practice
on the part of certain other manufacturers in copying and reproducing models and designs originated
by the manufacturers in the association.
The association enforced a rule
whereby none of its members would
sell merchandise to any retailer who
failed to "cooperate" by refraining
from selling so-called "pirated"
copies of designs and models originated by a manufacturer member
of the association.
A retail merchant who was refused merchandise under this rule
of the association, brought an action
against the association on the
ground that it was a conspiracy in
for
41
DECEMBER, 1937
GOOD
BUSINESS
DEPENDS
GOOD
UPON
MERCHANDISING
You Can Control the Buying
Habits of Your Community
Through Good Merchandising
J
Why blame conditions •when your sales and net profits are
not up to normal? Why not get the business in spite of an
apparent "let-down" in business by employing new and better
merchandising methods?
You can utilize the same methods which have brought to
other aggressive furniture stores a month to month and year to
year increase in total sales volume and improved net profits.
We can say truthfully that it is possible for you to do exactly
what these other furniture merchants have done (names furnished on request) through the medium of the Joseph P. Lynch
method of ten-day special sales. This service offers a solution
to the perplexing merchandising problems of today and its
efficiency has been thoroughly tested and demonstrated by some
of America's keenest merchandisers.
This plan establishes public confidence, sells the policies of
your store, exerts a powerful permanent influence on your year's
sales totals, injects enthusiasm into your sales organization and
applies mass psychology to advertising, selling, arrangement of
merchandise and many other factors which have to do with
good merchandising.
Best of all, this plan is clean-cut, the name of the Joseph P.
Lynch organization does not appear as connected in any way
with your store, you approve all advertising, place your own
prices on all merchandise, handle all cash, and, in fact, every
detail connected with this plan is such that it will bear your
most searching careful investigation.
Many of America's finest retail stores are
building exceptional sales volume and net
profits through the use of Joseph P. Lynch
10-Day Special Sales. Write, wire, phone, or
visit our office -while visiting the Grand Rapids market and let us give you full details of
our 10-Day Special Sales Plan. No obligation.
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 complete 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 America'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.
r
Our complete outline goes thoroughly into details —
tells you exactly what we do — how we do it — and
what it costs you for our services.
This is gladly sent you upon request without obligation, and we urge you to write or wire us immediately.
Surely if some of America's largest and most successful stores engage us to conduct their special sales —
stores with stocks ranging from $15,000 to well over
a million dollars — why should you hesitate to use our
plan?
Write today. We promise you'll not be disappointed.
Address All Correspondence to
THE JOSEPH P. LYNCH SALES CO.
148-154 LOUIS ST., GRAND RAPIDS, MICH.
We appreciate your mentioning you saw this in FINE FURNITURE
42
FINE FURNITURE
Credits
LYON
(Medicai
lERp\NTILE
AGENCY
ARTHUR S. LYON, General Manager
Est. 1876—Publishers
You Just Know It's —
AVE you seen contemporary furniture with upholstery
H
that seems MOULDED on? Have you seen color combinations that caught every eye? Have you seen a fabric
The nationally recognized
CREDIT AND COLLECTION AGENCY
of the FURNITURE INDUSTRY
and trades kindred—Carpet—Upholstering—Baby
Carriage — Refrigerator — Stove —- Housefurnishing
and Undertaking
that looks, feels like leather — yet is actually pyroxylin
coated fabric?
Ten to one it's MOLEATHER!
That's why manufacturers are standardizing on
MOLEATHER — why Drapery and Upholstery departments
are pushing MOLEATHER. Write TODAY for FREE
swatch book.
BOOK OF RATINGS—CREDIT REPORTS—COLLECTIONS
OFFICES
New York, N. Y
185 Madison Are.
Boston, Mail, ,~.~. North Station Industrial Building
Philadelphia, Pa
...12 South 12th St.
Cincinnati, Ohio
.6 E. Fourth St.
Chicago, III.
...201 North Welb Street
Grand Rapids, Mich.
Association of Commerce BIdg.
High Point, N. C
Waehovia Bank BIdg.
Los Angelea, Cal.
12th St. at Broadway
ASH i:it & itoic 1:1/. INC.
COATED TEXTILES
Dept. C, 900 Broadway
New York City
i»\
tl
*
FULL COVERAGE
We wish our many customers and friends,
as well as the trade in general
of
very Jnemj Cykristmas
— ana—
utappif UXew year
To those whom we have never had the
pleasure of doing business with, we are
hoping for an opportunity. Samples and
trial orders will be interesting but if you
will try Perkins glues and service for just
one full month, you will understand why
MORE and MORE the trend turns towards
PERKINS.
of LYONRED BOOK
)
FINE
FURNITURE display
and
classified
advertisements reach the cream of the
retail furniture trade, covering retail furniture and housefurnishing stores, department
stores with furniture
and
housefurnishing
departments and interior decorators.
Reader interest, large, select distribution, low
cost of advertising make FINE FURNITURE
a sure fire medium for maximum results.
Full
information
and
rates
on
request.
*
PERKINS GLUE CO.
Address
Originators and Manufacturers of Vegetable
and Coldide Glue
Manufacturers of Casein Glue
LANSDALE, PA., U. S. A.
FINE FURNITURE
Grand Rapids
Michigan
ior
DECEMBER,
43
1937
restraint of trade in violation of the
anti-trust laws. After protracted
litigation, the Federal court decided
in favor of the manufacturers' association.
The court found that the purposes and practices of the association were proper and reasonable to
the extent that they were designed
to eliminate an evil in the trade.
It further appeared that there were
many other manufacturers not in
the association from whom the merchant could buy. Consequently the
association, it was decided, did not
effect a monopoly in the trade.
Under the decision, the retail merchant was obliged to accept the ruling of the association that none of
its members would sell to him unless he "cooperated." (Filene vs.
Fashion Originators Guild, 90 Federal Reporter, second section, 556.)
Liability Because
Of Advertising?
' ' * A store conducted a toy balloon contest on the grounds of an
airport and in its advertisements
referred to an "air circus" which
followed the balloon contest. A boy
was killed during the so-called air
circus, and the store was sued because of the boy's death. Was the
store liable for his death because it
had, to a certain extent, promoted
the air circus through its advertising ?
That was the set of facts recently
brought before the Maryland
courts. The boy had been riding
his bicycle across the flying field,
along a formerly used road, and was
killed by an airplane, as it glided
to the ground.
The court exonerated the store
of all liability, saying:
"As to the owners of the store,
WHAT DO YOU
KNOW?
Answers to Questions
on Page 38
1.
2.
3.
4.
5.
6.
7.
8.
9.
B—Mme. de Pompadour.
Both true.
C—Verdure.
C—A tree.
C—Robert W. Irwin Co.
A—Oil and wax.
All of them.
No.
B—Widdicomb Furniture Co.
D—Michigan Seating Co.
10. A- 7—Grinling Gibbons, a famous wood carver.
B- 4—Frank E. Seidman, furniture facts and figures.
C- 9—John Goddard, block
front chest.
C L A S S I F I E D
MANUFACTURERS ATTENTION • Salesman presently representing concern of national prominence in the Middle West and
well acquainted with department store and
furniture trade, seeks strong kindred novelty
line, on commission basis, no drawing account or advance necessary. Well rated
concerns only.
MAGAZINE.
Box ISO, FINE FURNITURE
DESIGNING BOOKS • Only seven left.
Lockwood's Colonial Furniture in America,
2 vols. #19; Schmitz, Barok urid Rokoko,
$10, (new); Schottmuller, Italian Renaissance, $10, (new); Warnc's Furniture
Mouldings, $7, (new); Salamonsky's Masterpieces of Furniture Design, (new), $15.
Box 148, FINE FURNITURE MAGAZINE.
SALESMEN WANTED • Commission salesmen for strong mirror line. Territory open
in cities of Pittsburgh, St. Louis, Kansas
City; New England states, Iowa, Nebraska,
Kansas, Missouri, Texas. State territory
and lines now carried. Box No. 147, FINE
FURNITURE MAGAZINE.
FOR SALE • U p h o l s t e r e r ' s tools and
needles. Price list free. Horace D. Shields,
201 Woodward Lane, Grand Rapids, Mich.
there was no liability as a matter
of law, since while the store's advertisements had referred to the air
circus which followed the toy balloon contest, the store owners had
no connection with the air circus,
and there was no ground for inference that the store owners or management had any authority or control over the operations on the field
during the latter performance."
(State vs. Sammon, 189 Atlantic
Reporter, 265.)
A D S
MAILING LISTS
POLKS
11.
12.
13.
14.
15.
D- 8—Paul Frankl, modern
furniture skyscraper
style.
E-10—Charles Lock Eastlake,
"Hints on Household
Taste," 1869.
F- 3—George Hepplewhite,
shield-back chair.
G- 1—William Savery, 18th
Century American designer.
H- 2—Gilbert Rohde, modern
industrial designer.
I- 5—William Morris, lounging chair.
J- 6 — T h o m a s Sheraton,
square-back chair.
A only.
C—87.5%.
D—An enclosed writing desk.
B—Relief.
D—Rod the Red.
GET OUR FREE
REFERENCE
BOOKa/uC
MAILING
LIST CATALOG
FREE
Gives counts and prices on accurate cruaranteed
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.
FOR RENT • 100% RETAIL FURNITURE LOCATION FOR O V E R 100
YEARS. Over 37,000 square feet of selling
floor space, in best Illinois city of over
75,000 population and immediate drawing
territory of over 150,000. Most modern upto-date building with passenger and freight
elevators, sprinkler system. Large display
windows and lobby. Wonderful opportunity
for only best rated and aggressive firms.
Occupied by large department store at present, retiring from business if connections
are made.
MAGAZINE.
Box
151,
FINE
FURNITURE
SALESMAN WANTED • Available, a new
complete line of nursery furniture. Cribs,
Youth's Beds, Chifforobes, Chests, etc. Give
complete information, lines you now carry,
etc. The Walter S, Kraus Co., Woodside,
New York.
WLKIMERLy
— STl/DI O —
WATERS-KLINGMAV BLD,
44
FINE
NEW
FIRM NAME
LEO R. POWELL FURN. CO
ELLCESSOR APPLIANCE STORE
ACME FURN. CORP
AUSTIN FURN. CO
C. M. ALDRICH FURN. CO
MT. MORRIS FURN. CO
STANDARD FURN. CO
BUNN FURN. CO
FIELD'S FURN. MARKET
KEEN FURN. CO
H. A. MYERS FURN. CO
BROWARD FURN. CO
McTAGGART-WELLS FURN. CO
BERN FURN. CO
WILLIAM BRANDNEH FURN. CO
STEELTON FUHN. CO
BERALD & SMITH
HEILIG <£ MEYERS
HUB FURN. STORE
S. P. MUNNA FURN. STORE
CARLTON FURN. STORE
S. C. FALLIS FURN. CO
H. D. BAKER FURN. CO
HANNA FURN. STORE
KESTER-GROOME FUHN. CO
MacDOUGAU ELEC. CENTER
CHATHAM FUBN. STORE
BUTLER FURN. CO
WINFIELD SHERFEY
JONES FURN. CO
BIOION-STOCKER MUSIC CO
BENESCH'S
FURNITURE MART
JUHY-ROWE STORE
ROBAK'S
N. <S J. GREENBERGER
WADE FURNITURE CO
A. GOODMAN CO.
LEEDS, INC
STONE FURN. CO
LABBE APPLIANCE CO
GOODE FURN. CO
HOME FURNITURE CO
BRADSHAW FURN. CO
GITZEL FURN. CO
BOB HUNTER FURN. CO
FASHION FURN. CO
ADLER'S FURN
MARETT <S WILLIAMS FURN. CO
CHRISTIAN-HOWARD FURN. CO
HOFFER BROS
RHODES-PURDUE-COLLINS
WILBAR FURN. CO
RUSTIN FURN. CO
FOUR OAKS FURN. CO
CITY
Boise, Idaho
Gallipolis, Ohio
Stockton, Calif
Providence, R. 1
Castile, N. Y
Mt. Moms, N. Y
Spencer, W. Va
Ironton, Ohio
West Bend, Wis.
Lexington, N. C
Fairfield, Iowa
Ft. Lauderdale, Fla
McGregor, Iowa
Sayre, Pa.
New Orleans, La.
Columbus, Ohio
Cave City, Ky
Raleigh. N. C
Lancaster, Pa
Dover, Ohio
Houston, Texas
Spur, Texas
Telluride, Colo
Newton, Kansas
Shelby, N. C
Seattle, Wash
Savannah, Ga
Athens, Ga
Terre Haute, Ind
Greenville, S. C.
Neosho, Mo
Lancaster, Pa
Peoria, 111.
Lansing, Mich
Paterson, N. J.
Leighton, Pa
Bryan, Texas
Festus, Mo
New Haven, Conn
Milford, Mass
Seattle, Wash.
Griffin, Ga
. Dalhart, Texas
Cheyenne, Wyo
Milwaukee, Wis
Columbia, Tenn
Raton, N. M
Savannah, Ga
Anderson, S. C
Henderson, N. C
Norfolk, Va
Greenville, S. C
Waterbury, Conn
Greensboro, N. C
. F o u r Oaks, N. C
DEXTER FURN. CO
FREEDMAN'S
North Attleboro, Mass
Binghamton, N. Y
TANGORA ELEC. & RADIO CO
SCOTT FURN. CO
Paterson, N. J
Marion, Va
F. M. FRISSE FURN. STORE
DAVID SUSSMAN'S
Evansville, Ind
Clifton, N. J
FURNITURE
STORES
STREET AND NUMBER
PROPRIETORS
813 Idaho St
427 E. Milner
230 Weybosset
Rufus Ellcessor
Sidney Stein
L. Austin
27 N. Main
Mr. and Mrs. Sara Bozzette
E. E. Bunn, G. B. Ehrman,
A. H. Ehrman
D. Hiller
Ray Keen
117V2 E. Burlington
223 S. W. First
123 Court St
704 N. Rampart
1837 Parsons Ave
31 S. Queen
4814 Main
425 E. Broad
4 W. King St
2301 N. Adams
317 E. Michigan
92 Main St
206 W. Broad
306 W. Seventeenth
1211 W. Lincoln
224 Main St
100 E. Washington
53 Center St
S. Elm St
376 Union
DATE
OPENED
Sept. 24
Sept. 25
Sept. 20
Sept. 25
Sept. 29
Sept. 30
Sept. 24
Sept. 25
Sept. 11
Sept. 20
Sept. II
W. C. Bastian
Sept. 10
Sept. 15
I. Rosenbloom
Sept. 11
July 3
Saul Ruben, S. Shapiro
Sept. 18
Sept. 15
Sept. 24
B. Givant
Sept. 8
Sept. 15
R. S. Reid, C. C. Nienstedt . Sept. 13
Sept. 11
H. D. Baker
Aug. 16
Aug. 28
Z. M. Groome
Sept. 1
W. J. Stacey
Sept. 6
Sept. 17
S. H. Butler
Sept. 17
Sept. 17
Sept. 16
B. H. Browning
Sept. II
Sept. 17
Elmer Freud, Mack Kohl
Aug. 17
R. D. Robinson
Sept. 18
Sept. 18
E. J. McGrail
Nov. 1
D. E. Wade
Aug. 20
L. Goodman
Sept. 10
S. S. Lenet
Aug. 23
M. Stone, N. Stone
Aug. 26
J. H. Hartog
Aug. 23
J. A. Goode, C. E. Almand.. Sept.23
A. T. Wilson
Sept. 20
V. V. Gregg
Sept. 4
C. Gitzel
Sept. 20
Bob Hunter, A. Hunter,
H. Hunter
Sept. 18
G. H. Johnson, J. Starkovich. Sept. 18
L. Adler
Sept. 20
Mrs. E. Marett, H. C. Williams Sept. 18
Sept. 30
Sept. 18
Sept. 10
M. Ershler
Sept. 11
Sept. 9
J. A. Johnston, H. P.
Honeycutt
Sept. 7
B. Rizzardini
Aug. 3
H. A. Freedman, I. H.
Freedman
Aug. 6
T. Tangora
Aug. 22
W. W. Scott, W. W. Scott, Jr.,
J. A. Scott
Aug. 24
F. M. Frisse
Aug. 7
D. Sussman
Aug. 3
for
DECEMBER,
45
1937
Flexible space arrangements which are spacious, well-lighted, and
concentrated. The clubroom illustrated is comfortably and tastefully
arranged and furnished.
Buyers Visit THE WATERS BUILDING First
WHERE
'BALANCED LINES" MAKE SHOPPING
EASY
. . . EXHIBITORS . . .
Allen Chair Co., West Concord, Mass
Third Floor, East
American Auto-Felt Corp., Grand Rapids, Mich.
p ; r s t p i o o r Balcony
Arcadia Furniture Co., Arcadia, Mich
Second Floor, North Half
Atlas Furniture Co., Jamestown, N. Y
Fourth Floor, East
Thos. P. Beals Furniture Co., Portland, Maine
„ ,
_
Third Floor, South Half
T ,
Bechtold Bros. Upholstering Co., Grand Rapids, Mich.
First Floor, North Half
Brower Furniture Co., Grand Rapids, Mich Fifth Floor, East Half
Brown Brothers Co., Gardner, Mass
Third Floor, East
Carrom Co., Ludington, Mich
First Floor, Balcony
Cochran Chair Co., Aurora, Ind
First Floor, North Half
Conant-Ball Company, Gardner, Mass
Fifth Floor, South Half
Davies Furniture Co Grand Rapids, Mich... ..First Floor, Balcony
De Boer Mfg. Co., Syracuse, N. Y.
First Floor, South Half
Doezema Furn. Co., Grand Rapids, Mich., Second Floor, North Half
Dutch Woodcraft Shops, Zeeland, Mich
Sixth Floor, North 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
Fourth Floor, North 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 ninette Furn fn Rranj p , n i j . Miz-v,
l». K. umette turn. Co., Grand Ra Pl ds, M:ch
Balronv
G. R. Lounge Co., Grand Rapids, Mich Second Floor, North ^ 2
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
Frank S. Harden Co., McConnellsvile, N. Y.
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
H. L. Hubbell Mfg. Co., Grand Rapids, Mich.
Fifth Floor, North Half
Iredell Sales Co., New York, N. Y
Fourth Floor,
_
,
„
.,,,„,,.,„,
Jamestown Lounge Co., Jamestown, N. Y Third Floor,
Kozak Studios, Grand Rapids, Mich
Second Floor,
Kuchins Furn. Mfg. Co., St. Louis, Mo Third Floor,
Lentz Table Company, Nashville, Mich
Fifth Floor,
Loeblein, Inc., Kent, Ohio
Second Floor,
North
»T ,
North
South
South
South
South
Half
-,x ,<
Half
Half
Half
Half
Half
Manistee Mfg. Co., Manistee, Mich
Third Floor, South Half
Mentzer Reed Co., Grand Rapids, Mich Second Floor, North Half
Murray Furn. Co., Grand Rapids, Mich
Sixth Floor, South Half
Nagel-Chase Mfg. Co., Chicago, 111
Fourth Floor, North Half
National Chair Co., St. Louis, Mo
Fourth Floor, North Half
National Mattress Co., Grand Rapids, Mich.
Gardner,
Mass
J
o w t h Floor, North Half
F A NichoIs Co
O'Hearn Mfg. Co., Gardner, Mass
Third Floor, South Half
, _ _
.
., _
,.
_, . , „,
„ . „ .,
A. S. Payne, Inc., No. Bennington, Vt
Third Floor, South Half
Piaget-Donnelly Co., Grand Rapids, Mich.
Second Floor, North Half
R a n d . M c N a l l y & Co-> c h i c a g 0 > I U
S U t h F l o o r > S o u t h H«lf
Readsboro Chair Co., Readsville, Vt
Third Floor, South Half
Red Lion Furn. Co., Red Lion, Pa
Fourth Floor, North Half
Re<j L; o n 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 Half
„,
.,
, ^ . ,, n, , .. ., ,, -,.. . „,
„„, ,. , , , t
Shaw Manufacturing Co., Charlotte, N. C.-Third Floor, bouth Halt
Skandia Furniture Co., Rockford, 111
Sixth Floor, South Half
Charles RSligh Company, Holland, Mich., Fifth Floor, South Half
Henr
y c - S t e u l & Sons > I n c - Buffalo, N. Y...Fifth Floor, South Half
Udell Works, Indianapolis, Ind
Fourth Floor, North Half
Warsaw Furniture Mfg. Co., Warsaw, Ky., Fourth Floor, North Half
West Michigan Furn. Co., Holland, Mich., Third Floor, North Half
J. W. Whitlock & Co., Rising Sun, Ind
Sixth 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
Lee L. Woodard & Sons, Owosso, Mich Second Floor, North Half
Wood Products Corp., Grand Rapids, Mich
First Floor, Balcony
" YOU'LL FIND IT IN-
THE WATERS BUILDING"
We appreciate your mentioning you saw this in FINE FURNITURE
46
FINE FURNITURE
ADVERTISERS' INDEX
American Furniture Mart
7
Asher & Boretz, Inc
42
Collins & Ailcman Corp
Eagle-Ottawa Leather Co
TEGO-BONDING
PLYWOOD FOR
DIFFICULT PROBLEMS
T H E general answer to critical
questions about Tego-bonded plywood is "Yes!"
Is it weatherproof, waterproof,
steamproof, boilproof, bakeproof,
moldproof ?
Is the joint stronger than the wood
itself?
3
Inside back cover
Fine Arts Corp
39
Gibson Electric Refrigerator Corp
47
Grand Rapids Furniture Exposition Ass'n
13
Grand Rapids Varnish Corp
10
Grand Rapids Wood Finishing Co
14
Hekman Furniture Co
16
Imperial Furniture Co
Inside front cover
Irwin Co., Robt. W
Kroehler Mfg. Co
Outside back cover
8
Lynch Sales Co., The Joseph P
41
Can it readily be curved or bent
after bonding?
Lyon Furniture Mercantile Agency
42
Does it permit the use of face veneers that are thin, fragile, endgrained and difficultly matched,
without staining, separation or
open joints?
Merchandise Mart
11
Such questions, and many others
like them, can all be answered in
the affirmative only for plywood
made with Tego Resin Film.
Tego Resin Film is manufactured
by The Resinous Products and
Chemical Company, Inc., Philadelphia, Pa.
RESINOUS
PRODUCTS
Mersman Bros. Corp
Michigan Furniture Shops, Inc
Mueller Furniture Co
5
15
2
Perkins Glue Co
42
Red Lion Furniture Co
17
Resinous Products
46
Round Oak Co
48
Vander Ley Bros
16
The Waters Building
45
Widdicomb Co., John
1
for
47
DECEMBER, 1937
TRIUMPHANT
1938
•.—I ->
^
Easiest To Sail In Volume
Because ft lives
MDR
MORE ICE CUBES . . . MORE FOOD CAPACITY . . . MORE
preservation of natural food flavors . . . MORE hot weather
dependability . . . MORE every-day convenience . . . MORE
beautiful design . . . MORE of everything your customers
want... and urged ahead by a National Advertising and Sales
Promotion Plan that gives MORE of everything YOU want!
Inquire! Get set now for YOUR biggest year in Gibson's
biggest year—1938! GIBSON ELECTRIC REFRIGERATOR CORPORATION, Greenville, Michigan. CHICAGO: American Furniture Mart. Export Sales Department: 201 North Wells St.,
Chicago, U. S. A. Cable Address: Gibselco, Bentley Code.
GIBSON
THE FREEZR SHELF REFRIGERATOR
48
FINE FURNITURE
f?oiuid Oak
*®5
You c a n now
attract new and
profitable customers—
by selling Round Oak
Superior Quality Gas
ranges. They are truly the
modern cooking appliance
-beautiful in design—glistening porcelain finishes - smart
bright red and chrome trim on
some models-black and chrome
on others-packed with numerot
exclusive sales punch featur
The
choice
jjjP^ By stocking the complete
of Round Oak Gas
W^ Ranges you will be able to
offer an absolutely dependable
ge for every purpose and price.
of M O R E
W R I T E
than
Fifty
F O R D E A L E R
SINCE
T h o u s a n d
P R O P O S I T I O N
1371
W o m e n