Fine Furniture; 1937-05/06

Notes:

Issue of a furniture trade magazine published in Grand Rapids, Mich. It began publication in 1936. and MAGAZINE FRED E. HILL Trailer-travel intrigues him. (See page 9) Two dollars a year 20 cents a copy MAY-JUNE • 1937 Grand Rapids, M i c h i g a n MORSE QUALITY IS PROFITABLE These men to serve you: Joe N. Ball Fred A. Nelson George F. Collins Joseph Griswold, Jr. Ralph D. Morse Chris Perkins N. H. Bryant TRUE GRAND RAPIDS CABINET MAILING C*&fi " A-21048 Character merchandise such as that built by Ralph Morse, establishes prestige, instils confidence in your store. In addition, it affords you an opportunity for making a decent profit on a steady volume. STYLE SUPREMACY is a paramount feature in this truly distinctive line of living room pieces. Long recognized as a leader in the creation of this type of merchandise, the line will again command the earnest attention of buyers visiting the Grand Rapids Summer Market. New — unusual chairs, sofas and love seats will be displayed in our space in the Keeler Building. RALPH MORSE FURNITURE CO. GRAND RAPIDS MICHIGAN We appreciate your mentioning you saw this in FINE NOTICE— All prices quoted on illustrative and advertising pages in Fine Furniture are "number"-(double whole-sale)- thus making the cost to legitimate home-furnishing merchants one-half the quoted prices, subject to regular terms. PLEASE REMOVE THIS SLIP— . upon opening Fine Furniture so that tha magazine may be used freely with the consuming trade. Due to price increases announced by manufac-turers, prices quoted are subject to change without notice* John Widdicomb Presents .. . THE QUALITY GROUP Dealers in quality furniture select John Widdicomb ensembles for the dining room and bedroom, realizing that the long-estab-lished recognition and reputation for distinguished furniture is an assurance of exquisite craftsmanship, artistic beauty and enduring service. We invite your inspection of the QUALITY GROUP at our factory showrooms in Grand Rapids, Michigan. D THE BEST in FURNITURE ENDEAVOR JOHN WIDDICOMB COMPANY Grand Rapids Mich. We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE SENSATIONAL SELLERS at the Spring Market in Grand Rapids No. 194-T. Price $9.50 In Lots of Six or More. One Shipment Top 17" x 27" —Height 20" No. 423-T. Price $11.50 In Lots of Six or More, One Shipment Top 18" x 28"—Height 20" These two tables are made with either five-ply walnut or mahogany tops. Trays are made of either solid walnut or mahogany with double strength glass. FAST SELLERS EVERYWHERE Above prices are quoted in lots of six or more in one shipment. Either or both tables can be in-cluded in these orders either in mahogany or wal-nut or an assortment of both. If you want quick turnover and a good profit, order a liberal supply of these two tables today. Prompt delivery assured. FALCON MANUFACTURING COMPANY BIG RAPIDS MICHIGAN FlN€ FURNITUR€ the Homefurnishing Magazine from the Furniture Style Center of America VOLUME 2 1937 NUMBER 5 GEORGE F. MACKENZIE. President PHIL S. JOHNSON, General Manager ROD G. MACKENZIE. E d i t o r -MAY-JUNE-Boiling Wake Page Nine Furniture Frolics It Was a "Mum" Market... 4 9 12 13 Sales Promotion and Advertising, by Ralph Spangler. . . . 14 Trying On the Livability, by Ruth Mclnerney 17 The Sketch Book, by Helen Park 18 Historical Examples from the Metropolitan 20 Furniture — Its Selection and Arrangement, by Phyllis Field 21 Published monthly by the Furniture Capital Publishing Co., 155 Ottawa Ave., N. W., Grand Rapids, Mich. Acceptance under the Act of June 5, 1934, authorized April 30, 1936. FINE FURNI-TURE 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; $3 in Canada and foreign countries; single copies, 20 cents. We appreciate your mentioning you saw this in FINE FURNITURE i o r M A Y - J U N E . 1937 ESTEY VICTORIAN for... Charm Utility c j With the growing appreciation for the finer 19th Century furniture, ESTEY developed this authentic, hand carved, exquisite Cherry finished group. Buyers at the May market acclaimed its excellence in interpretation. SHOW ROOMS • FIRST FLOOR WATERS-KLINGMAN BLDG., GRAND RAPIDS E S T E Y M A N U F A C T U R I N G CO. O W O S S O , M I C H I G A N We appreciate your mentioning yon saw this in FIXE FURNITURE FINE FURNITURE THE BOILING WAKE Appreciation We like very much the space you so kindly gave us in the March issue of FIXE FURNITURE, and want you to know that we appreciate your interest in us and our furniture. F. J. O., Holland. Mich. Again — Public Shows Received my issue of FINE FURNITURE the other day and \ noticed on ''Page Nine" the article on homefurnishing shows. Why couldn't the manufacturers, for a week, dur-ing cither July or August, hold a represent-ative furniture exhibition open to the pub-lic and the tourist trade.' When I was at Klingman's in Grand Rapids, we used to have many tourists come into the store just to see some Grand Rapids furniture. Many of these people had gone out of their way to make the trip. It's surprising the prestige which the name holds all over the country. The automobile manufacturers put on a yearly show, open to the public, and it's one of the greatest promotional schemes ever. Xo one outside of the furniture business has much of an opportunity to see line furniture, and it's a shame, because I believe such a show would boom the industry. People are really interested. H. L. K... Detroit. Mich. Thanks The writer wants to take this opportunity of thanking you for the splendid manner in which our ad was presented in the April issue of FINE FURNITURE. G. F. C , Grand Rapids. Mich. Suggestions Accepted The April issue of FINE FURNITURE re-ceived and we wish to thank you for the many nice things you said about the tinder-signed. Occasionally we meet Phil Johnson and have discussed with him some suggestions as to FINE FURNITURE which if they could be worked out would be better for your com-pany and the industry. We are glad to note that you are doing well and wish you all the success in the world. H. H., Grand Rapids, Mich. Defending Decoration P. M. J. of Xew York City does not seem to approve of FINE FURNITURE MAGAZINE endeavoring to enlighten furniture salesmen upon a very important phase of their busi-ness. Personally, I think that all manufac-turers as well as salesmen of housefurnishing commodities cannot know" too much about every phase of interior decoration and the principles it involves. I grant, too, that ad-vertising ideas such as Mr. Ralph Spangler has been laying before your readers is also most essential. The fact is, that everyone engaged in the business of homefurnishing. from the manufacturer to retailer, would do well to study a good many subjects which, if better understood, would help to greatly improve both our economic as well as social order of living. I thank you for your support of my ef-forts to help homefurnishing salesmen- help themselves with your head to P. M. J.'s letter— "What —Xo Meat?" "The Boil- MARKETS Chicago New York June 21 to July 2 Grand Rapids June 30 to July 15 Chicago Furniture Mart and Merchandise Mart July 5 to 17 High Point July 19 to 31 New York Floor Covering Opening July 6 to 17 Los Angeles July 26 to 31 Boston Fall Furniture Show Aug. 30 to Sept. 4 ing \\ ake" is certainly an excellent medium through which you are able to see every type of person's point of view, and it helps to spur action and thinking. I hope you continue the column, and I would like to see Ray Barnes' work each month — he is a genius in his line. Also glad to see that you intend to con-tinue the publishing of photographs of Metropolitan Museum pieces—• this is an excellent feature, as are many others in FINE FURNITURE. P. F. C , Winnepeg. Can. 0 Socco You better stop the presses, or I'll send Dave Evans over to fight it out with you. In X. Y. s-1539 C versus T., the likes of you get SOCCO. Why not let me live (or die) in peace or pieces? C. B. C , Grand Rapids, Mich. Free Meal I was very much interested in the article which you ran on page 18 of your April issue and appreciate the publicity you have given us. Be sure to plan to have luncheon with us at least once during the coming market. T. K.. Grand Rapids. Mich. He Cracks Our Chin! Interesting, if true. You stick your chin out in fine italic style. But you needn't be scared. I wait for voluntary pay increases, and my newspaper has outwaited me for 23 years; mebbe my magazine will also. But it's nice to read about how good one is, as I say. if true. Furniture Frolicker, Grand Rapids, Mich. Due to uncontrolled circumstances, Furni-ture Frolicker Barnes' page was omitted in March. The howl was great, so we com-mented upon it. Hence the foregoing.-— Editor. A Wrong by Four Years I note my "imprint" on page 33 of your April issue, and wish to say it will be no detriment to our store, only a slight correc-tion as to years. The writer has been in business 52 years (instead of 48), 49 in Binghamton, and we expect to celebrate my 50th anniversary here in 1938. S. C. R., Binghamton, N. Y. Infant Takes a Bow We want to tell you how well pleased we are with the set-up of our ad in your April issue. We think it very attractive. We congratulate you on your first birth-day and extend our best wishes for the future success of your very fine publication. J. E. C, Grand Rapids, Mich. Bouquets My sincere congratulations are extended to you on the first anniversary of the publi-cation of FINE FURNITURE MAGAZINE. The progress that you have attained for this publication during its first year is outstand-ing and predicts a long, healthy and suc-cessful life, and one that is helpful to Grand Rapids and its furniture industries. H. C. L., Grand Rapids, Mich. TTTTTTTTTTTTT JUST ASK U S . . . If you are in need of FURNITURE HOUSE FURNISHINGS SALESMEN Either in your store or factory, for any information pertaining to the Furniture or Housefurnish-ing Industry, JUST ASK US FINE FURNITURE 155 Ottawa Ave., N. W. GRAND RAPIDS MICHIGAN AAAAAAAAAAAAA for MAY-JUNE. 1937 II ORP / THE SIGN OF vu2ed v in FINISHING MATERIALS NEW FINISHES ECONOMY METHODS We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE nnouncina THE ONE HUNDRED AND TWENTIETH SEMI-ANNUAL FURNITURE MARKET AT GRAND RAPIDS June 30th to July 15th, Inclusive C* /"HE largest number of representative %^/ buyers ever registered at a Spring Style Market was in attendance at Grand Rap-ids, April 28th to May 8th, indicating the interest in better furniture that is spreading over the country. The kind of furniture for which Grand Rapids is traditionally famous is getting the call today. Several new and recognized lines made their first Grand Rapids showing in the Spring Market and a number of new nationally known lines will be on display in the Summer Season. There will be an unprecedented array of attrac-tive promotional merchandise — furniture that will run your volume sales to new profit peaks during the fall months. You are cordially invited to attend the Summer Market, June 30th to July 15th, inclusive. Write today for complete information and reser-vations. GRRI1D RflPIDS FURniTURE Exposmon flssocifmon We appreciate your mentioning you saw this in FINE FURNITURE f o r M A Y - J U N E . 1 9 3 7 AIR-CONDITIONED: KEELER BUILDING KEELER BUILDING FEATURES Designed exclusively for exhibiting of furniture. Fireproof. AIR-CONDITIONED. For your convenience: free checking, telephone switchboard, and a complete personalized service. As an outstanding furniture merchandising and style headquarters, the KEELER BUILDING contains more individual room settings and complete house and apart-ment groups than any other exhibition building. In keeping up with the times, we have established a com-plete air-conditioning system for the comfort and bene-fit of buyers. We invite you to inspect the latest achieve-ments of the leading manufacturers at Grand Rapids' most modern exhibition center, the KEELER BUILDING. LIST OF EXHIBITORS Baker Furniture, Inc. Barnard & Simonds Co. Bent Co., George B. Bigelow-Sanford Carpet Co. Clore & Hawkins Colonial Mfg. Co. D'Archangel Uph. Co., Jn. N. Fine Arts Studios Furniture City Uph. Co. Grand Rapids Bookcase & Chair Co. Grand Rapids Upholstery Co. Hexter Co., S. M., The Kamman Furniture, Inc. Kaplan Furniture Co. Kindel Furniture Co. Kittinger Company Miller Clock Co., Herman Miller Furniture Co., Herman Morse Furniture Co., Ralph Nicholson Furniture Co., K. Paalman Furniture Co. Pava & Company Stanley Chair Co. Statton Furniture Mfq. Co. Vander Ley Brothers Wood Products Corp. ALL EXHIBITS AIR-CONDITIONED KEELER BUILDING GRAND RAPIDS MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE THIS CHIPPERDIILE SECRETAIRE HMOTHER . . . Qolonial Reproduction In this superb secretaire . . . reproduced from an original in the Partridge collection, London . . . Colonial craftsmen evi-dence again their inspired artistry in mahogany creations for the home. Made of solid Honduras mahogany, expertly crafted and finished, this piece reflects many of Thomas Chippendale's finest motifs. The delicate fretwork, reminiscent both of Gothic and Chinese influence, and the Continental shaping of the carcase, are characteristic of this master craftsman's technique. Because all Colonial creations . . . whether fine traditional or modern occasional pieces, reproductions of priceless originals, or distinguished hall clocks . . . are thoroughly practical and appropriate for today's interiors, as well as authentic in style, they appeal irresistibly both to the practical- and to the decorative-minded consumer. Interested dealers are invited to write for full details. COLOMRL fltanufflauRinG Compnnv ZEELAND MICHIGAN SENSATION of the GRAND RAPIDS MARKET 11 Upholstery Company line is the hottest in Grand Rapids or Chicago THE PRICE WILL SURPRISE YOU Said a buyer from one of the largest -midwest stores: "The J. Bart 71 " •" ir Watch for Our PROMOTIONAL CHAIR to be advertised in June Fine Furniture Magazine. Or, write for photograph and price, NOW! 9 Our construction is quality plus; solid mahogany frames, moss and hair-filled, springs tied eight ways, barbed tacks used on all webbing, sateen platform and hand-stitched edges. DISPLAY 6 th FLOOR FINE ARTS BUILDING Suite No. 2125 J. BART UPHOLSTERY COMPANY, Inc. GRAND RAPIDS MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE f o r M A Y - J U N E , 1 9 3 7 NINE THE OTHER SIDE Because of its editorial aspect we are printing the follow-ing letter received from the manager of an eastern furniture store, on this page, rather than in the "Boiling Wake," where such material ordinarily lands: "A few months ago the Reader's Digest published an article, the substance of which was that any customer who purchased retail was a 'nitwit, a fool, or a person lacking in intelligence'. I believe that as long as they published the article, it is the duty of such magazines as yours to take up with them and let them see the other side of the story. "As I picture a retail store, particularly our own furniture store, we render a real service to our community—a service that is vital and necessary for the life of the community. I also do not believe that there could be any cities or towns without retail stores to serve the customers. "I cannot understand a customer wanting to buy a pound of beefsteak and going to the slaughter house to obtain it. I cannot imagine a person needing a mattress in a hurry who would travel to some mattress factory to have one made for him. "As an illustration, I understand that Swift & Co. makes a net profit of about 1/10 of a cent a pound on their entire volume of business. Again, understand the confusion that would come about or would exist if we did not have such large concerns, such well-known reputations, who in turn supply their products to legitimate retail outlets and make is convenient for our customers to obtain merchandise of known quality, at a much lower cost than if they were to try to obtain these products without retail stores to serve them. "I also believe that the retail stores are a tremendous source of employment in most communities, where people are trained efficiently in their work — to such an extent that the ultimate cost of an article to the consumer is consider- 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. ably less than if purchased through channels other than retail. For example, a party wishes to buy a bedroom suite, which they do from a source other than retail. Imagine their chagrin upon receiving the suite to find one of the legs broken. Now they have no recourse, but if they had pur-chased this suite from a legitimate dealer, the store would have made good." ff 'NO-SALE" SUCCESS Perhaps you recall that a year ago, following the February sale, John Wanamaker's issued the startling announcement that semi-annual sales were out. Never more would the news columns blat special discounts and bargains during February and August. You bet you remember, because almost every merchandise man across the country laughed up his sleeve. "It can't be done." Now with the plan in operation a year, the laugh appears to have boomeranged, if the figures are any indication. February, 1937, ahead of 1936; March, 1937 —and last year's volume was far from being sluggish — topped 1936; while this year's April doubled the same month in 1936. So much for figures. Now for the story back of them. Actually, it's a simple one, because it's nothing but intel-ligent merchandising. The continual drip, drip, drip of advertised "year-round low prices at Wanamaker's." No longer does Madame Consumer have to wait -feverishly for special sales in order to secure special values. Advertising copy is not restricted to featuring one day's special group, but sells the entire furniture department, coupled with correlated merchandise from other departments. ff AN ARTISAN-EXECUTIVE (The Man on the Cover) ASHOT rings through the snow-splotched forest! The slim legs of the fleeing deer crumple under him. Patience and skill have once more been rewarded, and the hunt-er steps from the thicket to claim his prize. That is exactly the big thrill of life to Frederick E. Hill — "Ted" for short — and he has been the lucky nimrod many times. For Ted is a seasoned huntsman, as well as being an outstanding furniture de-signer and the president of the Has-tings Table Company. Hill has reached his present position in the furniture industry by tempering the fire of his ambition with cool com-mon sense and good judgment. Opportunity • It was while he was employed in the decorative department at W. K. Cowan in Chi-cago that the many possibilities of specialization in furniture design-ing lured him from his broader field of decorative designing. Employ-ment at the Imperial Furniture Co. in Grand Rapids, Mich., brought the desired opportunity to exercise his unusual designing talent in the styling of furniture. Fourteen years ago he became affiliated with the Hastings Table Company of Has-tings, Mich., where he now holds the office of president and continues to contribute his fine designs to the industry (for he is also actively engaged in designing). Ideals ' No other occupation has ever appealed to Mr. Hill, for he is proud to be a part of the home-furnishing business, which, he be-lieves, plays an important role in the social and educational progress of the world. "Environment," he asserts, "largely determines char-acter; and wholesome furnishings create a wholesome environment." Hobbies • In addition to his favor-ite sport, hunting, he enjoys golf, trailer outings, and other activities in the out-of-doors. Applying the cooperative principles of true sports-manship and the vigor of outdoor life to his work, he has built his career upon a philosophy of giving his efficient best for the progress of the entire furniture industry and the welfare of his fellow men. Born fifty-five years ago in Con-necticut, Hill now lives in Hastings, is married, has two children — one of whom, Frederick, Jr., is a furni-ture designer and the secretary of the Hastings Table Company. 10 FINE FURNITURE 276 Chair 358 Settee ictorian Following the dictates of customer de-mand, the Michigan Furniture Shops were among the first to re-create the elegance and dignity of that period in history known as Victorian. In view of the Victorian vogue, the large as well as the small homefumishing stores in the country are reviving the aristocratic atmosphere of a former generation with complete Victorian ensembles. SEE OUR COMPLETE LINE AT THE SUMMER MARKET, JUNE 30 to JULY 15 These designs are all reproductions from originals in the possession of the Michigan Furniture Shops anner 274 Chair 275 Rocker *\ Representatives: A. L. Brackett G. R. Gamble E. C. Gamble R. D. Thomas W. C. Evans G. D. Evans •s r 1\ . 1 273 Chair MICHIGAN FURNITURE SHOPS, INC. GRAND RAPIDS MICHIGAN Displayed at the Factory Show Rooms of Grand Rapids Chair Co. We appreciate your mentioning you saw this in FINE FURNITUKE * - * * IN r ^ _ „*..---••• •=•«.- r ii JJ FINE ARTS BUILDING Newest and Most Modern Exhibition Building in Grand Rapids Directly Across the Street from Panttind Hotel YEAR ROUND EXPOSITIONS DAY OR NIGHT Your product shown in the FINE ARTS BUILDING, Grand Rapids, is on display in a "hotel" for merchandise. Constructed for furniture display, it is the only building in Grand Rapids devoted exclusively to furniture exhibits. Floor arrangement, lighting, ventilation and the highest type of general service is conducted in the interest of the furniture and housefurnishing exhibitors. Fine Arts operating H n e A r t S a n d Corporation r * Pantlind Exhibition Buildings We appreciate your mentioning you saw this in FINE FURNITURE 12 FINE FURNITURE Lawrence H. Whiting CHAIRMAN OF THE f URN ITU HE MART, CHICA6D. A SOLCMER, AN ATHLETE, BREAKER. 0 F REOXP5- ONC-E 5OF.RDWEP ^l£, £<?<?, £><?<? <?N HIS OWN SIGNATURE AMP A1APE GOOD. 6R.IT S P E E P ANP THE " 601 NO" SPIR.IT AR£ THE KEyS TO SUCCESS OF THIS VERSATIi-E, COLOSSUS. Peter t. Kroehler KROEHLER /MANUFACTURING CO. Arfhur Kj'rkpa trick HIS DAD TO START IN FURNITURE BUSINESS SN1TH HIS FQR-MEPs^ 5O^a?tMASTER., IH l^93 SINCE THEM, fROM OIUAH COUCHES TO MODERN PIECE5, WITH PLANTS OVER. U.S. AMP JU£T ANOTHER WHO CAME FROM THE FARM. 6RANP RAPWS SCHOOL. OF PE5I6NIN6 AMD SENIORMP/M&ER. ANP KIIRKPATRICK, DES16NECS. tfASTRAVELEP AT HOME ANP A&ROAP. RELAXES WITH-60LF CLU&S ANP F^f+AOPS/ANP ENJo/S IRISH STEW. UNF0LPIN6 OF ANCIEMT SIGN? ANDPE5/6NS, HIS HOE>&y. Robert Lee j NORTH-MEHORJOAV FUR.N. CC. KANSAS CO"/, &EGAW AS A SALESMAN ANP CUMBEP THE LAPDER. TO OHl£F EXECUTIVE POSITION-CP- CRGANirER- O F THE &RAND PLAPIPS FURNITURE INSTITUTE. HCLPS IN SEVERAL &USIME5S FIRMS. HEAD OF I<AMSAS CiTV SCHOOL &OARP. f o r MAY-JUNE. 1937 13 IT WAS A "MUM" MAY MARKET BUT BY NO MEANS A "BUM " ONE IN ATTENDANCE OR BUYING T\ STRANGE, constrained con- Ziservatism on the part of both buyer and vendor pervaded the May Market showings in both Grand Rapids and Chicago. The manufacturer was chary of guar-anteeing prices for any length of time. Although, as a rule, his or-ders were about "caught up," he was making no rash promises of immediate delivery. While, in de-pression times, he strove to keep his chin up off his lap by lifting the corners of his mouth in a brave grin and kidding inquirers (and him-self) that it was a "swell market — best in years — things are sure looking up," this May showing he was extra-cautious not to brag about orders placed. This in itself is paradoxical because, oddly enough, a great many exhibitors, both in Grand Rapids and Chi-cago, actually enjoyed the best mar-ket in many years. This hesitancy, particularly on the part of Grand Rapids manufac-turers, was no doubt due to the ticklish strike situation and the effect it might have on demanding employes. Buyers • On the other side of the picture, retailers were cautious about placing any unusually large advance orders for merchandise. Those from most metropoliton areas especially were waiting to see how the strike furore would affect their own trade and to what extent it would diminish the volume of Sum-mer selling. Then, too, retailers' stocks were not as depleted as much as might have been expected. This condition also has its basic cause in labor difficulties, making them-selves widely felt in resale of all commodities — particularly of lux-ury goods. Slump • Contrary to some pub-lished reports, retail business has NOT been generally favorable dur-ing the first quarter of 1937. But buyers feel that amelioration of labor difficulties generally will again flash a welcome green light. That interest in new merchandise was at a high pitch, and that the July markets will be better than well-attended is certain, however. TURN TO QUALITY American homes will be improved in the next six months in the char-acter and quality of furniture which will move from factories into retail stores. The May market "stepped up" all furniture in fineness of style and worthiness of construction. There was little demand in Grand Rapids for "low end" merchandise. On the other hand, there was activ-ity in the upper brackets, reaching as high as $4,000 and $5,000 retail, for dining and bedroom groups. In the better grades of commercial fur-niture there were more sales of suites costing retail between $500 and $1,000 than have been recorded at any mid-season market for ten years. May records were shattered at Grand Rapids and Chicago. Price increases of from 5 to 15 per cent over January's levels were encountered in most exhibit spaces, although several manufacturers did not boost prices directly. Merchandisers were just as in-sistent as ever upon sweetening their stocks with Modern styles, mostly for bedrooms, although the recent Coronation furore was the probable cause for a distinct revival in Eighteenth Century reproduc-tions. These designs were widely shown and substantially purchased in both market centers — more briskly, in fact, than at any time within the past four years. French Revival • The return of better times also revived interest in French furniture which usually rides the crest of the prosperity wave. Considerable French furni-ture, resplendent with satins, dam-asks, inlays, marqueteries and carv-ings, was shown. A general trend toward traditional furniture, fine upholstery, and quality merchan-dise heralded the return toward better times and more graceful living. French Provincial styling, while not definitely expressed in entire suites to any great extent, was shown In certain refined lines on legs of tables and chairs and case pieces, touches of hardware, and a new "Provincial" finish. Only a few case goods lines showed suites which they claimed to be entirely French Provincial in nature, but the "Provincial influence" as it was ex-pressed, spread itself into uphol-stered as well as case goods lines. Bedroom and dining room lines for the most part stressed Eight-eenth Century English, Queen Anne and French in the higher price brackets. While the Eighteenth Century groups predominated in mahogany a strong tendency toward walnut in French suites was noted. Modern, which has now become entirely rationalized — fre-quent experiments and repetition of good basic designs having cor-; rected most initial faults — has al-most completely replaced borax and settled in the medium and lower price brackets. However, practical-ly all case goods lines, regardless of price, include some modern suites in their selection, and a few quality lines continue to stress certain modern designs. Southern Colonial suites with four-poster beds, wood-framed oval mirrors and heavy spiral turn-ings in solid mahogany or mahog-any veneer appeared as open stock suites in a number of lines and were reported to have received an excellent reception from buyers in the South and Southwest. Finishes * New finishes on maple — blond colors, honey shades and a new smoky tone — as well as col-ored enamel trim and new uphol-stery, excited a renewed interest in this type of furniture. Fruit-col-ored leather slip seats were used on chairs of dinette and dining room groups made of blond and honey maple, and oyster white and pastel tinted oak. While the majority of furniture continues to be scaled to apartment size, there was a tendency to intro-duce some of the more massive pieces to fill the demand for furni-ture for the larger homes. A num-ber of 54-inch vanities, 98-inch tables and extra large arm chairs made their appearance. DAYS "~ •BBSS • » M i l ,!•<,, SALES PROMOTION and ADVERTISING With the May markets come a reminder that it is high time to get ready for the semi-annual sale, so this month Mr. Spangler continues his series with . . . V. Promoting the August Sale by RALPH SPANGLER RALPH SPANGLER, sales promotion and advertising manager of Harbour-Long-mire in Oklahoma City, borrows ideas from all parts of the year to illustrate this article on August promotions. •"THERE are two types of August J. Sales — the first, devoted pri-marily to clearing slow stock, and the other to promoting special pur-chases. Many of you, who follow the latter policy — are already well into plans for that event. Whether your sales will feature ,os».v» = « *>#£ f o r M A Y - J U N E , 1 9 3 7 15 markdowns, or promote merchan-dise specially purchased to sell for a profit — the rapid advance in wholesale prices increases your diffi-culty in creating a sensation. It is hard to take severe mark-downs on merchandise which is rapidly increasing in value. And distressed merchandise — you know that story well. This year, the advertising man will need to dig deep into his bag of tricks if he startles his audience. First, Your Plan • You will have larger sales quotas for August than the month before. Most stores base the advertising budget on the month's planned sales. So you ar-rive at the amount you can use, to do the job. The eternal question is how heavy to hit the opening. Some stores use from three to twelve pages or more. Most stores find it necessary to use from two to three times as much space as usual, to impress the public with the impor-tance of the event. There are two dangers in over-doing the start. If your event is to be a month long, you may not have enough money to keep up the pace. And unless your sales staff can easily be expanded, you may draw more prospective buyers than you can serve. Some authorities suggest 45% of your budget the first 10 days, 20% for the next 10, and 35% for the final period of the month. Be guided by your past experi-ence, your competition, and the sales program planned. We have had excellent results with a three-page start, in each of our last five or six semi-annual sales. NOTE THIS—YOUR PUBLIC WILL ATTACH NO MORE IM-PORTANCE TO YOUR SALE THAN YOU DO! If the amount of newspaper space used, the headlines, illustrations, merchandise offerings, floor and window displays are much the same as usual, you can expect little more response than usual. To get atten-tion you must do the unusual. When you buy a page in the newspaper, it is only white space. What it will do for you, depends on what you do to it. Your best attention-getters in the newspaper are headlines and pic-tures. Occasionally you see a suc-cessful day put across without a picture. But few furniture stores try that two days in succession. 16 FINE FURNITURE RUARY "HSALE Just 30 Stunning MODERN BEDROOMS 88.75 Wednesday NigH ^.,'iit-"™*''"^,"!.-— • • * " Selling the Sale • Let me repeat. Your public will attach no more importance to a sale than you do. Realizing this, many good promo-tion men are devoting real effort, before the official opening, to sell-ing- the sale. Many combine that effort with institutional selline, be-lieving that the more your public thinks of your store, the more re-spect they will have for its offerings. In the Ads Pictured • Lammert's (St. Louis) use a 5 x 14; Robinson's (Detroit) a o x 15; Joseph Home (Pittsburgh) a page — each selling the sale — -zathoiit mentioning a price! Lammert's exploit a group of market samples in an effective 5x16 space. In a fix 14 space. Hecht's (Washington. D. C ) drive hard for the last two days. McCreery's (Pittsburgh) in a clever layout, plav the ''Rising- Prices" story. Gimbel's (Pitts-burgh) pictonally tell the story that prices are up and devote most of the page to selling their sale. For clearance purposes, Freder-ick and Nelson (Seattle) do a mas-ter job with an idea much in vogue now — that of picturing a section of the store floors. Gimbel's (Milwaukee) skillfully handle a special purchase of chairs. (Continued on Page 23) f o r M A Y - J U N E , 1 9 3 7 17 "7/y/ng-on" THE LIVABILITY Dear Dealer • Let's go shopping at your competitor's, disguised as a couple of customers . . . thought you'd like the idea. Chance to see what the old rascal is up to. And all we do is put on a pair of not-very-rose-colored glasses and our identities are as veiled as a Victorian widow. But, ouch! Right away we're see-ing things through the customer's eyes. Never mind, we'll get used to the glare, and once at your competi-tor's, let the Kleig lights blast away. More candle-power to you, old searchlight. Solicitude • Look! Your neighbor furniture store is announcing a new model home setup, "Hathaway House," to which the public is cordially and heartily invited. Public, that's you and I, Mr. Dealer. Let's go in. Salesmen to the left, salesmen to the right. Smiles as warm as a politician's palm. "No, thank you, we're merely here to inspect the model home. Thanks, no. We're just looking." We ought to have used stop-and-go gas, Mr. Dealer — for city driving, you know. But carry on, you'll toughen and soon be as hardened as a candid camera-man . . . Oh, all right. Might as well stop and let this salesman tell us about the studio couch that turns into a bed at the first yawn . . . What's that? But you absolutely refuse to hark to the tale of the washing machine which does everything but sew back the buttons on father's shirts? Fifteen minutes — twenty minutes, and still Hatha-way House seems far away. Time and tied — hand and foot. But what a shame not to give the nice dem-onstrator a chance to show that a happy marriage depends upon whether or not the Sunday roast is cooked in an electric oven, and see the salesman just pining away with information about mattresses that take ten years off your age every night, until at the end of a week you're practically ready to go to sleep m the infant's crib. Furniture Becomes Furnishings • Say, we're here. And what a cunning cote it is! Hathaway House hath its way with a customer's heart. That floorful of mer-by RUTH McINERNEY Disguised in a pair of "not-very-rose-colored glasses." our Customer's Viewpointer takes a dealer friend on an excursion through a competitor's model home, points out that many model homes are too much model, not enough home, objects to not being permitted to test the sit-downess of the highly-advertised chairs. Actu-ally, Miss Mclnerney is clamoring for an opportunity to "try on" the livability of the furnishings you're promoting. chandise we shouldered through outside, in here, re-assembles itself into familiar settings. Furniture be-comes furnishings. "Sagless spring construction on all upholstered pieces." Missouri being a state of mind, we suddenly want to be demonstrated to. Sagless. Non-Sit-down-Chairs • Upsedaisy, Mr. Dealer. The saglessness remains unproved. But notice the nice plump side chairs. We're always enthusiastic about non-dieted side chairs. "Wear resistant. Mahogany finish which does not show dust or marks." Alas, a neat little sign warns: "Please do not sit in the chairs." We'll never know just how sweetly supple those chairs are. Mr. Dealer, I see by the way you shift wearily from one foot to the other you're beginning to feel about chairs the way customers do. Affectionate. A chair, any place except in a model home, means "sit down". One of the biggest selling points about a chair — sit-downess. The big leather chair with the ottoman? I knew you'd be just dying to try it out. Seems as comfortable as a mother's arms, doesn't it. Lissom, understanding every curve and corner of the anatomy, especially considerate of the tired business man. "Dur-able, washable leather, solid construction throughout." Sounds reassuring. But hasten not, Mr. Dealer. There's a red cord stretched across its front. In any language it means "Keep off." I > ,\\V* The Pilgrim ensemble, de-signed b Alexander Bukolt, manufactured by Lullabye Furniture Corp., Stevens Point, Wis., displayed in the American Furniture Mart. 18 FINE FUBNITUBE THE SKETCH Beer... DUAL-PURPOSE MODERN DESIGNS ATTRACT ATTENTION IN ATTRACTIVE DISPLAY 7\ FURNITURE BUYER for a large eastern store XXrecently made the statement that the sale of modern in his department had increased 65/f over a year ago. He also averred that while there was much good low-priced modern merchandise his customers were now demanding better, higher-priced groups. For several months we've said there were only two stratas of contemporary furniture — high-priced and that made in the low-priced range. Now there appears on the horizon a movement to fill in the in-between brackets. Merchandise with individuality and a thoughtfully planned functionalism. At the recent Spring market Helen Park designed several groups for The Widdicomb Furniture Co., Grand Rapids, installed them in a completely new showroom, planned with the simplest of backgrounds but replete with color. Display of merchandise being the keynote, window effects and customary accessories were eliminated. However, in her "House for Modern Living" — an important feature of the display — Miss Park developed several rooms with the express pur-pose of demonstrating the interchangeability or dual-purposefulness of her designs. (Continued on Page 22) modernist . . . AUGMENTING our gallery of furniture women (FINE FURNITURE MAGAZINE, Aug., 1936 and Jan., 1937) is Helen Park, with her quiet charm, effi-ciency and distinctive sense of modern interpretation. Her plan-ning and decorating of The Wid-dicomb Furniture Co. showroom, in addition to the designing and styling of the new modern line, is a monument to this slender young lady's ability. "The House for Modern Living," installed in the Widdicomb modern display room as a medium for demon-strating Miss Park's idea of dual-purpose merchandise, elicit-ed well deserved attention. Not unknown to buyers at-tending the Grand Rapids mar-ket is Helen Park, who for four years has created the Ficks Reed Company's sparkling line of summer merchandise. She also designs and styles the modern groups of the E. Wiener Co., Milwaukee, line of upholstered furniture. Fortified with an artistic back-ground gleaned from the School of Applied Arts of the University of Cincinnati, and the Cincinnati Art Academy, which included a course in actual wood-working — primarily indulged in as a hobby, now a definite asset — Helen Park has designed theatrical cos-tumes, created and built custom-made furnishing jobs for clubs, hotels, specialty shops and apart-ments, devoted some time to toy designing and at intervals has HELEN PARK . . . for her an orchid; for a dog, a house. contributed articles on home-furnishing to national magazines. Her intelligent enthusiasm in endeavoring to gain acceptance for a more gracious interpreta-tion of what, for lack of a better name, we call modern furniture, is convincing evidence of the sin-cerity of Miss Park's professional aims. Modernist Helen admits an "awful" weakness for Gilbert and Sullivan's works, but sur-prisingly, her artistic talents do not include musical accomplish-ment; that her favorite sport is sailing, as evidenced in the smart boat bars designed for the Ficks Reed line this year; that her choice of authors is a composite of C. K. Chesterton, James Branch Cabell, John Galsworthy, with just a dash of Christopher Morley. For sheer uniqueness in creat-ing a dual-purpose piece of fur-niture we present Miss Park an orchid. A New York specialty shop with a client who had a small apartment and a dog, but no room for a doghouse, assigned Miss Park the task of solving the problem, which she did by designing a semi-enclosed occa-sional table having a shelf with a cushion thereon, thus affording the small-apartment pet a private room, the family another table. For a hobby, Helen Park is akin to the famous motorman who rode the street car on his day off — she designs her own clothes in her spare time (when-ever that may be). Further, she admits with pardonable pride that her favorite dish is of her own concocting — a mushroom omelette. f o r M A Y - J U N E , 1937 19 20 FINE FURNITURE HISTORICAL EXAMPLES FROM THE METROPOLITAN At the top is a walnut sofa, uphol-stered in mauve velvet, made for "Stenton," home of John Logan, Ger-mantown, Pa., governor from 1674 to 1761. Second is an American sofa, Sher-aton influence, mahogany, and made in Salem, Mass. I !-'i'i r I Third is a Sheraton style sofa in mahogany and satinwood on maple, made in Newburyport, Mass. 7 At the bottom is a mahogany sofa, upholstered in quilted linen taken from the Beekman House, Van Brugh St., New York City, made before 1750. f o r M A Y - J U N E , 1 9 3 7 21 FURNITURE... ITS SELECTION AND ARRANGEMENT FURNITURE salesmen most certainly have to be individuals of untiring endurance to be able to appease "difficult-to-sell customers" and to comply with managers' perpetual appeals for "more sales". The task of fulfilling these demands is rather arduous at times, but no salesman need despair, for one satis-factory solution to the problem is to study the princi-ples of furniture selection and arrangement. Those who are fortified with this knowledge have a bulwark that no customer can possibly question and it will help any salesman to sell more furniture, wisely and honestly. Moving Rooms * We are all familiar with the type of living room that boasts a three-piece taupe mohair suite, plus a few incidental chairs, tables and lamps scattered at random with no thought for the personal by PHYLLIS HELD COOPER comfort of the occupants nor the artistic arrangement of the furnishings. The favorite position of the daven-port, piano, secretary, bookcase or other large pieces of furniture is DIAGONAL — a position that obvi-ously, and often inconveniently, takes up more floor space than necessary; destroys the stability of the structural lines of a room, thus giving the feeling of MOVEMENT, which creates an unrestful, unreposeful, not to say disturbing atmosphere at times. More than likely, too, the selection of the furniture was made thoughtlessly, with no idea of whether it was in correct scale to the room or to the associated PLAN NO. 1 | -PHYLLIS •'FIELD • COOPER.-1957• PLAN NO.E • SCALE • 0 1 2. , 3 4 5 6 7 D w I a Q ! !) ! 1 i 1 THIS LIVING-ROOM HAS BEEN "FURNISHED WITHOUT CAREFUL THOUGHT A5 TO COMFORT OK ARTISTIC BALANCE IN FURNITURE ARRANGEMENT. THIS PLAN 5H0W5 THE SAME LIVING-ROOM AND FURNITURE WITH 50ME HJRNI5HINGS ADDED AND REARRANGED FOR THE. SAKE OF COMFORT, CONVENIENCE AND ARTISTIC .BALANCE. A thorough knowledge of the fundamental principles of furniture arrangement gives salesmen an opportunity to more ably increase their sales. 22 FINE FURNITURE furnishings; no thought as to its properly fitting the needs and comfort of the family using it. We have all seen the elephantine davenport hobnobbing with a diminutive three-legged "tottery" end table, and per-haps a floor lamp fairly swathed in colored silks, braid and fringe by which no one could read in genuine comfort! Floor Plan Selling • We have seen the chairs in such rooms disassociated from the reading tables — the lamps of incorrect height and poor illuminating quali-ties and not always placed for the best reading comfort — in other words such rooms have been furnished without any preconceived plan. In analyzing them. one usually finds that if the furnishings are rearranged according to the prmciples of interior decoration, more furniture can be added, arranged for greater comfort as well as artistic charm. To achieve this, we recom-mend the "floor plan and elevations" method of selling furniture. Such a plan gives salesmen the opportunity of tact-fully suggesting to their customers, various alterations in choice of furniture and its re-arrangement for the sake of comfort and artistry in the home. It also per-mits salesmen to suggest the use of additional pieces of furniture without seeming to be "forcing" merchan-dise upon their customers. A "floor plan and elevations" sketched to a scale of one-quarter of an inch to the foot has the added advantage of helping customers to visualize a room in its entirety—'it is a more convincing method of selling furniture and one which will minimize customer dissatisfaction (see sketch). It also gives a salesman the opportunity to ask numerous and necessary ques-tions as to the type of home and room; style of present furnishings (if any); how the family uses or intends to use the room to be furnished; is it large or small, dark or light, and so forth, without seeming to be too inquisitive. Without such information it is impossible for any salesman to sell furniture as it should be sold. One might as well expect an architect to plan a house for a family without knowing how many people expect-ed to occupy it — without knowing how many rooms were required and how the home was to be used — where the home was to be situated — size of individual rooms and so forth. In just one article, the subject of furniture selection and arrangement cannot very well be discussed thor-oughly, so bearing this in mind, we shall simply touch the "high spots". We shall leave the rest of this interesting subject to be gleaned from two excellent books, the titles of which we give at the end of this article. Know Needs • The salesman's first consideration in selling furniture is SELECTION, which means that the customer's budget has to be considered; the style of the home and any furnishings which it may already have; size of the room to be furnished; how the furni-ture is to be used and how the room is going to serve its occupants, for every home should be furnished to best serve the needs and requirements cf those occupying it. Room Relationship • The second consideration is the proper ARRANGEMENT of the furniture chosen, having regard for COMFORT and ARTISTIC CHARM. To achieve these elements, the selection must be carefully done to meet all requirements, and in arranging the furniture, its scale should be consistent with the size of the room and all associated furniture; there should be variety and contrast without loss of artistic continuity; there should be a dominant center of interest in every room supported by sub-dominant centers of interest; both occult as well as bi-symmetrical balance should play a part in furnishing the home; furniture should be well-balanced, each piece with the other, giving a feeling of unity throughout the room without omitting any element of comfort or conven-ience; there should be consistent relationship in the design of the furniture, be it of "period style" or nondescript. For Decoration Study • For those salesmen who are desirous of increasing their sales and adding permanent and regular customers to their list of clientele, we would suggest that they read and study the following interesting books. "The Principles of Interior Decor-ation" will give any salesman an excellent start, as it fully describes the fundamental principles upon which correct decorating is based. It is by Bernard C. Jak-way. now of the American Walnut Mfr's Ass'n and at one time University Extension Lecturer in Interior Decoration. L niversity of California. He was also Merchandising and Educational Director of the National Homefurnishing Program. Another book that has proved both interesting and profitable to salesmen is Ross Crane's "Interior Decor-ation" — A Practical Study Course and Reference Book for Furniture Men containing 144 pages of text and 142 illustrations, some in full color. Chapter III is devoted entirely to the subject of furniture arrange-ment and its principles. THE SKETCH BOOK (Continued from. Page 18) For example, one room follows the plan of a normal, average bedroom. Adjoining this is a setting designed for a modern one-room apartment, employing the group exhibited in the bedroom, with the pieces serv-ing dual roles, composing a living room during the dav, bedroom at night. The beds shown in Miss Park's illustration on on page nineteen are exhibited in these settings, with the headboard and its companion night stands being affixed to a special studio couch base, thus forming a complete ensemble of couch and end tables for living room use. Working closely with the factory, Miss Park has developed a line of modern aimed at the "in-between," medium-priced consumer. Her use of functionalism has been restricted to the practical rather than the dramatic custom-built scheme. Supplementing the Widdicomb groups are seating pieces from the Wiener Co., also created by Miss Park. Color and unusual finishes are dominant features of her work. f o r M A Y - J U N E . 1 9 3 7 23 SALES PROMOTION (Continued from Page 16) You can make use of their idea — $16,842 worth for $10,872. Many stores have done excellently with a composite picture of a group of merchandise — pricing each indi-vidually, in this manner. A vari-ation is used by Gimbel's (New York) also picturing a mass of mer-chandise in a composite picture — but using only one price — as this $19. Trick Layouts help to create the impression of something extraordi-nary going on. The Bon Marche (Seattle) has an idea for you in their living room layout. They were unfortunate m their reproduc-tion, as you need contrasts in the drawings for halftone reproduction. In the Harbour-Longmire (Okla-home City) promotion, there is a clearance idea. 33 dressers, vani-ties, chests — formerly $27.50 to $65.00 values — all at the one price — $24.75. It pulled well. Schoenfeld's (Seattle) use their space to sell their sale — $30,000 worth at %, J^, and j4 less! $100,000 Modernization Sale! Gomprecht and Benesch (Balti-more) stress those important last two days! Macy's (New York) offer a new manner of grouping halftone pic-tures. One piece much larger than the other two — but all halftones. Many stores make effective use of small space to keep interest in the middle of a long sale. Note how Paine's (Boston) go after night crowds with this table special. Lam-mert's (St. Louis) can give most of us a lesson in the use of small ads. Circulars • You may dignify them by using rotogravure, and calling them supplements, but you know what I mean. Many stores find this type of ad-vertising successful producers for major sales. They can be delivered where you want them to go, a cer-tain section one day, another a day or two later — to keep the crowds coming. Circulars have the advan-tage of making a big impression at first sight. Your public knows you are having a sale. But don't count on the circular to keep business coming 30 days. It won't do it. If your budget does not permit the circular in addition to more-than-usual newspaper space, you will do well to think twice be-fore publishing the circular. Method of distribution will have much to do with a circular's suc-cess, especially if yours is a store selling medium and higher priced merchandise. Lammert's in St. Louis mailed 25,000 of their 24-page rotogravure section last August, and 125,000 were delivered by Western Union messengers — a dependable service. Because they show so much mer-chandise, circulars must be planned far in advance. It is highly im-portant to begin now, if you are considering one. • »nniimmm»imtimmnimiii!iin»iimmiminnnmiinminiiinmmmmimimnmmi PEERLESS TABLES All the Name Implies Duncan Phyfe Lamp Table, No. 191-H24, is made in solid mahogany, with swirl mahogany top and rim and retails at $16. Dealers throughout the coun-try acclaim PEERLESS TABLES for their faultless construction, superior style and the fact that they are priced within a bracket that makes them available to a wide range of customers. THE ROCKFORD PEER-LESS FURNITURE COM-PANY offers a wide variety of tables, desks and novel-ties that are all the name implies — peerless. English Occasional Table, No. 112, made in walnut, carved, walnut veneered top, retails at $26.40. ROCKFORD PEERLESS FURNITURE COMPANY Rockford Illinois We appreciate your mentioning you saw this in FINE FURNITURE 24 FINE FURNITURE BE OffTHE JUMP ~\ **K ~ BUT BE SURE 70 LAND RIGHT Nearly every Furniture and Millwork concern in America uses at least one of PERKINS' Glues or Products. Perkins has a system, coast to coast, for mak-ing RUSH deliveries with Machine Gun-Fire Precision. Pull the trigger any time — We always carry an extra load. PERKINS GLUE COMPANY Originators and Manufacturers of Vegetable and Coldide Glue .Manufacturers of Casein Glue LANSDALE, PA., U. S. A. lii l RECOGIIIZED RESULTS Patton-McCray poster beds are famous as profit-able promotional products. Constructed from the best cabinet woods, by master craftsmen, this recognized line of beds is an outstanding contribu-tion to your furniture stock. Customer interest is assured through our claim of "Satisfaction Guaranteed." No. 370 Spindle Bed $24.50 each packed two to a crate Pfluon-fllcCRflv Componv Bluff ton, Indiana ^^^1 Dolly Varden Rocker True to Period, but Styled for Present-Day Homes Wouldn't you prefer the line which others attempt to imitate, but which leads today in sales volume on retail floors, as always? Again you are invited to see these beautiful se-lected Victorian pieces. Solid Honduras Mahogany, hand-carved, hand-rubbed finish. New chairs, also tables, styled to match these groupings, will be shown i in May. ^ Displayed in the Keeler Building (s 5 Vander Ley Brothers I G R A N D RAPIDS, M I C H I G A N J • • * / Sofas, Chairs, Love Seats, Rockers, and Tables If you will not be in the Market, write for photos, prices Complete newspaper mats for dealers ^fV appreciate your mentioning you saw this in FINE FURNITURE f o r MAY-JUNE. 1937 25 • / i 4 HIGH in QUALITY— Low in COST t- ) • Presenting a complete line of Studio Couches, Bed Springs, Mattresses and Pillows of all types and Superior Quality, the Grand Rapids Bedding Company products are unsurpassed in Value and Construction. Having spent nearly half a century in facilitating produc-tion of these Quality Products, we are able to offer the Best in a Moderate Price Range acceptable to all. A double duty Davenport with Twin or Full Size Beds, Inner Spring Mattresses and Bedding Compartment. Illustration below shows Davenport extended into Twin Bed form; ideal for the One-Room Apartment and small home. As a Member of the Master Bedding Makers of America, we build AMERICA'S FINEST MATTRESS Spring Base, Spring Edge, Spring Cushion, Spring Back. PERMANENT DISPLAY—WATERS-KLINGMAN BUILDING The GRAND RAPIDS BEDDING CO. Grand Rapids Michigan We appreciate your mentioning you saw this in FINE FURNITUKE 26 FINE FURNITURE HOME FURNISHING NEWS Newport Exposition Homefurmshmgs Exposition, April 1, sponsored by the Benware Furniture Co., Newport, Vt., included the showing of the latest and complete lines of homefurnishings. Prizes were offered at the exposition, among them, a Speed Queen Electric washer, Philco radio, Axminster rug, Beauty Rest mattress, English lounge chair, club chair, inner spring mattress, Perfection cook stove, Foster bed spring, and many other articles of value. Illinois Ass'n Meets Elected to the board of the Illinois Retail Furniture Ass'n, at a recent meeting, was L. H. Cohn, proprietor of Conn's Furniture Store, Taylorville, 111. The Illinois Retail Furniture Ass'n is a division of the XRFA. Wright Succeeds Herzog Recently appointed manager of the Phoe-nix Furniture Store. Columbia, S. C was Sidney W. Wright, to succeed Alva H. Iler-zog, who is now traveling with the Majestic Radio and Television Co. in the southeast. E. H. Selling will continue to serve m the capacity of assistant manager to the Colum-bia firm. Southern Convention The annual meeting of the Southern Retail Furniture Ass'n is to be held in the King Cotton hotel, Greensboro, X. C, May 27 and 28. G. P. Meadows, chairman of the publicity committee, predicts at least 300 of the leading furniture men from Virginia, North Carolina and South Caro-lina will be present. The convention will terminate with the annual banquet, May 28. Arrangements have been made for an exceptionally attrac-tive program, including addresses by a num-ber of prominent speakers. This organization had its inception in 1903 as the Virginia Retail Furniture Ass'n. In 1912 retail furniture dealers in the two Carolinas became identified with the organ-ization, which since that time has been known as the Southern Retail Furniture Ass'n. Present officers of the association are as follows: A. J. Daffron, of Richmond, Va., presi-dent; I. S. Rainwater, of Florence, S. C, vice-president; John A. Gilmon, of Char-lottesville, Va., secretary-treasurer; George T. King, of Greensboro, field secretary; E. A. Snead. of Clifton Forge, Va., president emeritus. New Upholstery Plant I)avis-\\ heeler. Inc., recently organized Allegan. Mich., manufacturers, plan to begin making upholstered chairs. The Imperial Carving Co. will provide frames and carvings lor the chairs. The preferred stock in the new concern was purchased by 33 local residents. The firm will employ about 40 men. Samples were shown for the first, time in the May furni-ture market at Grand Rapids. A. F. S. Stores Report Increase Nearly LiO stores of the Associated Furni-ture Stores Corp.. Chicago, report business as about 10 per cent ahead of 1936. Its officials anticipate that, with the return of a more stable general situation, sales during the remainder of 1937 will show a still greater percentage gain. 78% Need Furniture Seventy-eight per cent of the families building new homes arc m the market for new furniture, concludes a survey by J. Douglas \ eith of •.he Lniversity of Chi-cago's School of Business. Questionnaires were mailed to the heads of 8^6 families who built, new homes during 1934-193^: 157, from 27 States, answered. New Majestic Radio Plant X. L. Cohen, president of the Majestic Radio S: Television Corp., has announced that the entire plant and general offices of the organization are now located m a new building at 50th and Rockwell Sts.. in the heart of the famous Kenwood manufactur-ing district, Chicago, The new plant, thoroughly fireproofed, occupies an area of 90.000 square feet, and is complete!}" modern m every respect. Among the outstanding physical features of the new factory is the complete daylighting which, it is understood, will materially in-crease the efficiency of the workers. The capacity of the new plant, in which the most up-to-date equipment is being in-stalled, is estimated at 2.^00 receivers daily. W L KIMERLY — STUD! O — WATERS-KLINGMAM BLD, and the personnel of the company in its new headquarters will approximate 1,500 persons. C L A S S I F I E D A D S FOR SALE • Furniture Store, old, estab-lished, in fine Boston suburb; mostly cash business with good opportunity for expan-sion; buyer must have $5,000. Good reason for selling. Box 141, FINE FURNITURE, Grand Rapids, Mich. DESIGNER wanted by designer. Must be creative and step ahead of trends; original idea and good perspective man; fast worker; excellent in modern and period case goods and novelties. Steady work. State salary and full particulars. Box 137, FINE FURNI-TURE, Grand Rapids, Mich. William W. Flusser Furniture Representative 42 East 32nd Street A ezv York City Chicago Office — 15U E. Erie St. MAILING LISTS POLKS GET OUR FREE REFERENCE , BOOfiafuC MAILING CATALOG Gives counts and prices on accurate guaranteed mailing lists of all classes of business enter-prises in the U. S. Wholesalers-—Retailers— Manufacturers 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 Statis-tics. Producers of Direct Mail Advertising. VAN LINES HLniMit IT OACh'.W. JMLUJ , i.i STORAGE MOVING Packing Shipping Phone 9-3293 BLODGETT PACKING & STORAGE CO. for MAY-JUNE, 1937 27 POPULAR-PRICED PLAY-SET Washburn juvenile furniture for the play-room, porch and lawn, is built for service in non-destructible, rustproof steel. Finished in high grade enamel, these sets are offered in a variety of attractive colors, including apple green, orange, dark red. No. 620 set, illus-trated, including one table, two chairs, com-plete in carton, shipping weight 23 lbs., retails at $6.50. WASHBURN MFG. CO. Eokomo Indiana Lrediis and, (olkcdom LYON w . LYON F//FURPTUIVE MERCANTILE AGENCY ARTHUR S. LYON, General Manager Est. 1876—Publishers of LYON-RED BOOK The nationally recognized CREDIT AND COLLECTION AGENCY of the FURNITURE INDUSTRY and trades kindred—Carpet—Upholstering—Baby Carriage — Refrigerator — Stove — Housef urnishing and Undertaking BOOK OF RATINGS—CREDIT REPORTS—COLLECTIONS Naw York, N. Y Boston, Mass Philadelphia, Pa Cincinnati, Ohio Chicago, 111 Grand Rapids, Mich... High Point, N. C Los Angelas, Cal OFFICES 185 Madison Ava. -North Station Industrial Building 12 South 12th St. 6 E. Fourth St. 201 North Walls Street Association of Commarca Bldg. Wachovia Bank Bldg. 12th St. at Broadway OLD COLONY MAPLE * * * * True Maple loveliness is faithfully portrayed in Early 18th Century New England Colonial Reproductions — foremost of today's preference maple furniture. in But reproduction is faithfully and completely portrayed only when the true New England Colonial Honey- Amber Color Toning is reproduced. This is authentically and economi-cally achieved by the use of our OLD COLONY MAPLE WIPING STAIN, SEMI-GLOSS LACQUER AND POLISHING WAX. We will gladly furnish you with fur-ther information on this outstanding Maple finish, also supply you with master color panel, with your sample order for materials. GRAND RAPIDS WOOD FINISHING COMPANY Grand Rapids, Michigan We appreciate your mentioning you saw this m FINE FURXITUKE 28 FINE FURNITURE Flexible space arrange-ments which are spa-cious, well-lighted, and concentrated. The club room illustrated is com-fortably and tastefully arranged and furnished. 50 % + of Grand Rapids Exhibits Every buyer who comes to Grand Rapids makes at least one visit to the Waters-Klingman Building where buying is easy, selection is great. . . . EXHIBITORS . . . Allen Chair Co., West Concord, Mass Third Floor, East Jamestown Lounge Co., Jamestown, N. Y Third Floor, North Half Arcadia Furniture Co., Arcadia, Mich Fourth Floor, North Half „ , _ „ , _ , . , , , . , „ , „, „ .. u ,r Atlas Furniture Co., Jamestown, N. Y Fourth Floor, North ^oza^Stud^, G r a n ^ p ^ M ^ . . . ^ Floor, |outh Half Bechtold Bros. Upholstering Co., Grand Rapids, Mich. T _, , . ~ ,T , ... ,-. , -cr*, TM C *U XJ \C 6 First Floor North Half Lentz Table Company, Nashville, Mich Fifth Floor, South Halt Brower Furniture Co., Grand Rapids, Mich Fifth Floor, East Half Loeblein, Inc., Kent, Ohio Second Floor, South Half Brown Brothers Co., Gardner, Mass Third Floor, East McKim & Cochran Furn Co., Madison, Ind Second Floor, East Butler Mfg. Co., Syracuse, N. Y Fourth Floor, North Half Mahoney Chair Co., Gardner, Mass Third Floor, East Cochran Chair Co., Aurora, Ind First Floor, North Half Manistee Mfg Co., Manistee, Michu--- -/Third Floor, South Half Conant-Ball Company, Gardner, Mass Fifth Fbor, South Ha.f Mentzer Ree^d Co Grand R.£d. ^ . - . . F o u r t h Floor North Half Davies Furniture Co., Grand Rapids, Mich Sixth Floor, East Doezema Furn. Co., Grand Rapids, Mich., Second Floor, North Half National Chair Co., St. Louis, Mo Fourth Floor, North Half Dutch Woodcraft Shops, Zeeland, Mich Sixth Floor, North Half Nagel-Chase Mfg. Co., Chicago, 111 Fourth Floor, North Half _ , _ . . „,. , F. A. Nichols Co., Gardner, Mass Fourth Floor, North Half Eagle-Ottawa Leather Co., Grand Haven, Mich. First Floor South Half O'Hearn Mfg. Co., Gardner, Mass Third Floor, South Half & S S^g^^^rWn^-Y:;^ ^ £3n Hal, -get-Donnelly ^ Gr^Rapids, Mich. S e c o n d ^ Nor* Half Falcon Mfg. Co., Big Rapids, Mich Fifth Floor, South Half _ , „ „ „ „ _ „, . T11 c;«»t. ui c,,»i, Wolf Ficks Reed Co., Cincinnati, Ohio Third Floor South Half Rand-McNally & Co., Chicago, 111. S xth Floor, South Half Fine Arts FiiT-niti,r«> r» r r a n j T?an,-^= M^v, Red Lion Furn. Co., Red Lion, Pa fourth Floor, North rialt *ine Arts Furniture Co., Grand Rapids, Mich. Red L i o n T a b l e c ' R e d L i P a Fourth F l o o r j N o r t h Half Second Floor, South Half Rockford C h a i r & F u r n . COj R o c k f o r d , 111., Fifth Floor, North Half Grand Ledge Chair Co., Grand Ledge, Mich. Rockford National Furn. Co., Rockford, 111 Second Floor, South r- T» t, JJ- r- r* J „ -J ,»• v T?ifthu F^?o r ' 'S0"? Sa!r Shaw Furniture Co., Charlotte, N. C Second Floor, South Half G. R. Bedding Co., Grand Rapids, Mich.....Fourth Floor, South Half Skandia Furniture Co., Rockford, 111 Sixth Floor, South Half G. R. Lounge Co., Grand Rapids, Mich. Fourth Floor, North Half s u h Company, Charles R., Holland, Mich., Fifth Floor, South Half G. R. Fancy Furniture Co., Grand Rapids, Mich H * c s ^ & g In Buffalo N. y Fifth Floor, South Fourth Floor, South Half * _,, „ Grand Rapids Furn. Co., Grand Rapids, Mich Sixth Floor, North Thanhardt-Burger Corp., LaPorte, Ind Fourth Floor, East Gunn Furniture Co., Grand Rapids, Mich., Second Floor, North Half Warsaw Furniture Mfg. Co., Warsaw, Ky., Fourth Floor, North Half Hart Mirror Plate Co., Grand Rapids, Mich R . ^ IrSo^A-n^^^^^^ ^ ^ ^ "" Second Moor, South Half J ' T?nnri-ii Tri^nt- CmitJ, TTnif Hekman Furn. Co., Grand Rapids, Mich Third Floor, South Half __rM1. „. „ n r A T? -A TUT U Herrmann Lamps, 'inc., Grand" Rapids, Mich. _ t h „ ,f ^ ^ ^ ^ V ^ ^ C ° - G r a n d ^ ^ F i f f h R o o r , North Half HcUand Furniture Co., Holland, Mich S FIOOII North Half Wolverine Upholstery Co., Grand Rapids^Mkh. ^ ^ ^ ^ ^ Iredell Sales Co., New York, N. Y Fourth Floor, North Half Woodard Furniture Co., Owosso, Mich Second Floor, North Half « YOU'LL FIND IT IN^ THE WATERS-KLINGMAN BUILDING" We appreciate your mentioning you saw this in FINE FURNITURE f o r M A Y - J U N E . 1 9 3 7 29 PERMANENT BEAUTY I Presenting a complete line of occasional, office chairs, rockers, diners and chairs for the bedroom and hall that is unequaled in price and quality, the B. R. Smith Co. offers chairs that assure customer satisfaction. No-Sag spring construction, fine, dur-able fabrics, frames of Solid Walnut or Solid Mahog-any, insure beauty as well as comfort and solidity. 1708 Merchandise Mart — Chicago R. SMITH CHAIR INCORPORATED KENTUCKY TALBERT LUMBER & VENEER CO. SARDINIA, OHIO Manufacturers of WALNUT AND QUARTERED OAK VENEERS WALNUT AND QUARTERED OAK LUMBER HIGH GRADE WALNUT LUMBER AND VENEERS We specialize and have our Own Band Mills HIGH GRADE QUARTERED OAK LUMBER AND VENEERS We appreciate your mentioning you saw this in FINE FURNITURE 30 FINE FURNITURE Smartly Styled to match your customer's purse If you're looking for new numbers to brighten up your floor, priced so that you can promote them readily and obtain a speedy turnover, visit our space in the Waters-Klingman Build-ing, at Grand Rapids, during the Summer Market. Write for our new catalog just off the press. DESCRIPTION OF PIECES Top: No. 2001 Sheraton Cofiee Table; top open. 14x34"; closed, 14 x 19"; height, 20"; genuine walnut or mahog-any. Center: No. 2000 Sheraton Lamp Table; top. 16 x 16"; height 24"; genuine walnut or mahogany. Bottom: No. 1740 American Sheraton Commode End Table; top 14 x 18"; height, 25"; genuine mahogany. LENTZ TABLE CO. NASHVILLE MICHIGAN Easier To " Work " — Easier To Sell/ THE fact that 87% of our Moleather sales today are ''repeats" is significant. Manufacturers and uphol-sterers have found it easier to use — easier to "mould'' to the required design. And, of course, Moleather's wider range of brilliant, fast colors; its many ''talking points" make sell-ing easier, too. Immediate deliveries make possible minimum inventories. Aiay we send YOU Free Swatch Book and full details? \Slli:it & BORETZ, Inc. COATED TEXTILES Dept C, 900 Broadway New York, N. Y. I I I I JANUARY 1937 REVISION NOW READY of the BUYER'S GUIDE For Twenty Years the ONLY Com-plete and Authentic Reference Guide in the Furniture Industry with listings of all Furniture, Bedding and Uphol-stery Manufacturers . . . Established Trade Circulation . . . A limited number ONLY of sale copies available . . . Forwarded upon receipt of $3.00 and returnable with refund if not suited to your needs. THE NATIONAL RETAIL FURNITURE AGENCY 314 Anderson Buildins, Grand Rapids, Michigan rat #utbe | We appreciate your mentioning you saw this in FINE FURNITURE l o r MAY-JUNE. 1937 31 BIRD'S-EYE — The Queen of Maples i No. 489—retailing four pieces, '"' $266.50; seven pieces, $313.50. As the leader in the manufacture of bird's-eye maple bedroom groups, the MANI-STEE MANUFACTURING COMPANY is ably qualified to supply your store with merchandise that will add zest to your maple department. Long recognized as the Queen of Maples, our strikingly blond Modern and exquisitely finished and styled regular bird's-eye maple suites afford discrim-inating customers the opportunity of injecting a "different" note in their home-furnishing scheme. Visit our space in the Waters-Klingman Building and satisfy yourself that our prices are right. Complete line of all kinds of Maple Furniture, Solid and Straight Grained, and Bird's-eye Veneered Maple in Blond, Colonial Brown and Old Hickory Finishes. Displayed in WATERS-KLINGMAN Building MANISTEE MANUFACTURING CO. MANISTEE MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE 32 FINE FURNITURE No. 4040 No. 4017 SUMMER MARKET In accordance with the increasing demand for a combine of beauty and utility, the Fine Arts Studio offers a most comprehensive line of occasional tables produced in Modern designs. In their clean-cut craftsmanship and adaptability, these pieces are a credit to the Grand Rapids showing of quality furniture at the Keeler Building. No. 4090 FINE ARTS STUDIO HOLLAND MICHIGAN = • < = ! Quality -:- Value # . J ?•• 1 No. 679-4 Outstanding in quality value and noted for ready salability, the Rockford Chair and Fur-niture Company's kneehole desks and secre-taries are reproductions of the highest grade of traditional styles. Offering almost unlim-ited selection in a medium price range, we also feature well-styled furniture for the din-ing room and bedroom in a variety of woods and decorative treatments. Displayed in Waters-Klingman Bldg. •Mm-: ' . - • • • • • • J -• No. 678% , ROCKFORD CHAIR and FURNITURE COMPANY = ROCKFORD ILLINOIS We appreciate your mentioning you saw this in FINE FURNITURE

Date Created:

1937-05-01T00:00:00Z

Data Provider:

Grand Rapids Public Library (Grand Rapids, Mich.)

Collection:

2:5

Subject Topic:

Periodicals and Furniture Industry

Language:

English

Rights:

© Grand Rapids Public Library. All Rights Reserved.

URL:

http://cdm16055.contentdm.oclc.org/cdm/ref/collection/p16055coll20/id/71