Fine Furniture; 1937-04

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Issue of a furniture trade magazine published in Grand Rapids, Mich. It began publication in 1936. and V MAGAZINE HENRY HEKMAN His success is noteworthy. (See page 27) COMPLETE DIRECTORY OF EXHIBITORS IN FOUR MAJOR SPRING MARKETS, PAGES 51 TO 57 Two dollars a year 20 cents a copy APRIL • 1937 Grand Rapids, M i c h i g a n 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 A-21D48 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 Spring Market. New — unusual chairs, sofas and love seats will be displayed in our space in the Keeler Building. : N (J RALPH MORSE FURNITURE CO. GRAND RAPIDS MICHIGAN // e apputiate \ou) nu ntiomng \ou siw tins in F I M F U R M T I P L NOTICE • • • ALL PRICES QUOTED ON ILLUSTRATIVE AND ADVERTISING PAGES IN FINE FURNITURE ARE "NUMBER"-~(DOUBLE WHOLE-SALE)—- THUS MAKING THE COST TO LEGITIMATE HOME-FURNlSHlNG MERCHANTS ONE-HALF THE QUOTED PRICES, SUBJECT TO REGULAR TERMS. PLEASE REMOVE THIS SLIP % • • UPON OPENING FINE FURNITURE SO THAT THE MAGAZINE MAY BE USED FREELY WITH THE CONSUMING TRADE. DUE TO PRICE INCREASES ANNOUNCED. BY MANUFAC-TURERS, PRICES QUOTED ARE SUBJECT TO CHANGE rf OUT NOTICE. •••:••• ::*:-; ±-*:sm .•"•'• ••'^:.'": . ; f-^'i;?1^"i " ' . •'••- " * i - - . ' •'- ; = i . . - - . v ; : » . . • . > . • V / , . . - • • . .. • • • • : - • . . . . ' • • • . • . . . V - . : • . . • • • . . •• .• •. • • . .• • • • ' . : ' - , : * : ^ ' ' r - : - i . . : - • : •.--•• • .• - - • ; - . . - • ' . • . < : • . . . . . - • • * . ••. . \ . - . . \ y - - .. • - • . - . • . •. • . - • • . - . - . • • ' • -•;' ' - . : ; ? ' j • * ' • ( ? • V : " ^ ! ! V = • ' j : ' - ' ' " . ' ! •'- - ••* ' .'• •'.' :- ' " '• • -^ •:•"•' : / - ^ ; i ' - . . ! ' . " ... ".' . '.••., *••''' "';"""• ;" . " . •' • - i d ' . - . . .I:.. '.••' •J±-i£i£.<&-JtfesM FINE FURNITURE Your Assurance . . . of Quality KINDEL Leaders in Traditional 18th Century Mahogany reproductions and adaptations Specialists in Mahogany for the bedroom Kindel Furniture Co. Grand Rapids Michigan FlN€ FURNITUR€ the Homefurnishing Magazine from the Furniture Style Center of America VOLUME 2 1937 NUMBER 4 GEORGE F. MACKENZIE, President PHIL S. JOHNSON, General Manager ROD G. MACKENZIE, Editor VIRGINIA R. ULRICH, Associate •APRIL-Boiling Wake 7 Page Nine 9 Dramatic Simplicity, by Rod Mackenzie 19 Sales Promotion and Advertising, by Ralph Spangler. . 20 Metropolitan Pieces 23 Color, by Phyllis Field Cooper 24 A Good Sale Is Not Forced 27 The Sketch Book, by Carl G. Bjorncrantz 28 Retailing Tips 30 and 31 Furniture Frolics, by Ray Barnes 33 Merchandising Pages 26 and 34 Remarks on a Market, by A. P. Johnson 35 Floor Covering Pages 32 and 36 Chet Shafer 37 Homefurnishing News and Associations. . . . 38, 40, 42, 44 New Stores 46 and 48 Directory of Furniture Manufacturers 51-57 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 FIXE FURNITURE f o r A P R I L , 1 9 3 7 he ictorian 276 Chair 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 homefurnishing stores in the country are reviving the aristocratic atmosphere of a former generation with complete Victorian ensembles. SEE OUR COMPLETE LINE AT THE SPRING MARKET, APRIL 28 TO MAY 8 These designs are all reproductions from originals in the possession of the Michigan Furniture Shops 283 Chair Representatives: A. L. Brackett G. R. Gamble E. C. Gamble R. D. Thomas W. C. Evans G. D. Evans 358 Settee anner 274 Chair 275 Rocker 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 FURNITURE FINE FURNITURE 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. THE BEST in FURNITURE ENDEAVOR JOHN WIDDICOMB COMPANY Grand Rapids Mich. We appreciate your mentioning you saw this in FINE FURNITURE f o r A P R I L . 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. D1 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 Mfg. Co. Vander Ley Brothers Wood Products Corp. ALL EXHIBITS AIR-CONDITIONED KEELER RUILDING GRAND RAPIDS MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE miD-SERSOn mfliRKETS TO FEPTURE A dining group designed by Gilbert Rohde for the Herman 'Miller Furniture Co., exemplify-ing Mr. Rohde's extraordinary ability to male modern furni-ture express the esthetic pos-sibilities of our industrial age. \ f o r APRIL, 1937 THE BOILING WAKE FF Bound to be Filed Thank you very much on behalf of the Board of Library Commissioners, for the file of the FINE FURNITURE MAGAZINE, which you have so kindly sent as a gift to the Library. We congratulate you on the fine workmanship in the magazine and shall be glad to receive the future numbers regular-ly as they are issued and to bind up the complete volumes for our Furniture Collec-tion. S. H. R., Grand Rapids, Mich. A FF Ads Pull I would be among the first to acknow-ledge the advertising value of FINE FURNI-TURE MAGAZINE; and in addition, I have a personal interest in its General Manager and Editor, which would incline me to give every consideration to its use. B. C. J , Chicago, 111. We Try — I was under the impression that it was your policy to run retail prices on all mer-chandise illustrated in FINE FURNITURE. Have noticed that you've neglected to do this lately either through sheer laziness or change in policy. FF would be upholding its informative aim a great deal better if you saw to it that these prices were in-cluded. Several times I have been inter-ested in a particular group of furniture that had no listed price — which, certainly, is an important factor in selection. In your ads you invariably say, "Priced in a moder-ate range" or words to that effect. How about letting us decide for ourselves by giving the actual prices? C. M. P., Chicago, 111. FF Erred I hope I won't seem too impertinent in the question I'm about to ask — but when is the deadline for your magazine? Maybe my March issue of FINE FURNITURE was held up in the mails — I don't know, but I do know that I never got it until March was almost gone — and I'd about decided to start looking for the April issue, thinking I had been missed on the other. A maga-zine of this type would be much more valuable if you could get it out the first of every month. By the time I receive my copy — most of the news is old — and has been read and re-read in other trade maga-zines that come out earlier. When you're off to such a good start — why don't you check up on the ''release" date and give us a chance to see that whale of a good magazine of yours when it will really be informative as well as interesting reading? L. W. B., Oklahoma City, Okla. 0 Beneficial Bubbling I quite often "bubble" over when it comes to the subject of furniture and home-furnishing in general, for though great strides for the better have taken place with-in the past few years (somewhat retarded perhaps by the "depression") we still have a tremendous way to go yet in order to get the industry functioning 100% efficiently from manufacturer to consumer. The retail end of the problem is sadly in need of improve-ment — some sensible and practical method of merchandising with interior decorating principles properly incorporated into the plan is what is sorely needed at the present time in probably more than half of the retail establishments in both Canada and the U. S. There is one satisfaction in know-ing that FINE FURNITURE is doing a worth-while piece of work in the direction of better merchandising. Those "Customer's Viewpoint" articles are so timely and to the point. How true the statements and criticisms are! And — such cases do not particularly exist in small stores — one finds just such incompetence and inefficiency in the large stores in metropolitan centers. Un-fortunately, SALESMANSHIP has been operating much as domestic service, in that the people entering it (that is, a large majority) have not had TRAIXIXG that would properly prepare them for SELLIXG. I was indeed glad to note that you intend to resume publication of photographs of fur-niture from the Metropolitan Museum of Art — the idea is an excellent one and I am sure will continue to meet with much favor. "Page Nine" and "The Boiling Wake" are features which are most interesting and well-diversified in their contents. With best wishes for the continued suc-cess of FINE FURNITURE MAGAZINE. P. F. C, Winnipeg, Can. 2-Market Mutterings I was greatly interested in your March editorial "Anent Spring Market". I'm get-ting darn sick of this bickering and dicker-ing back and forth over how many markets a year we'll have. Any buyer who really gives the question any thought is all for the two markets a year. (Except, possibly, those who use the market as an excuse for a quarterly spree.) Any manufacturer who's in his right mind will want two markets a year — so that he'll really have a chance to offer us something new. So who in the hell is holding it up? This argument has been going on for about four decades now — and I'm getting sick and tired of it! Maybe, as you say, the decision of the Grand Rapids Furniture Exposition Ass'n to length-en the Spring market period is indicative of encouragement toward two markets a year. If so — more power to 'em — and Godspeed! H. S. S., New York City The Battle is On! In your "Boiling Wake" of March, I noticed a letter entitled "Victorian Monstrosities". I think that C. S. C. has the \vrong slant on the Victorian return. He, I believe, is referring to the rusty relics of horsehair and red plush — which make most of us shudder to recall. However, it is my idea that the present vogue for Victorian in its modified form, is here to stay for a while. There is some good from those former days to be resurrected — even as there was a great deal of bad. The new horsehair cover-ing doesn't prick — and the new Victorian has been designed for greater comfort — doing away with that argument of C. S. C's. Some Victorian. I'll admit, was over-ly ornate, but the designers are doing away with that objection — simplifying it for modern day living. Personally, I'm all for it! The present day Modern creations are what strike horror to my heart — give me the dignity and eloquence that was Victor-ian any day! J. D., St. Louis, Mo. This Victorian controversy is beginning to get heated. What are your opinions on this new vogue? — Editor. Up to the Standard As FINE FURNITURE approaches its first anniversary, I would like to compliment you on the job you have done. It seemed to me that when the first issue came out you had set yourself a very difficult stand-ard to live up to. That you have more than done so is a tribute to all of you. Best wishes for increased success and expanding service to the furniture industry. G. N. L , Chicago, 111. Manufacturers Please Note — I have a suggestion to make which, I think, would greatly improve your publica-tion. Why don't you include prices on all merchandise you illustrate — both in ads and in editorial copy? You give them in some cases — but have offered them less and less in recent issues. They shouldn't be too much trouble to get — and they certainly would add to the value of your merchandise pages. G. B., Grand Rapids. Biographies Score WTio writes the several biographical sketches of men and women in the furniture industry which you run in FIXE FURNI-TURE? Let me say that I think that they're darn clever and interesting. This is one of the features, in my opinion, which makes vour magazine outstanding in the field. Your editorial matter seems to have that same sprightly touch that can make the most cut and dried facts arouse inter-est. Keep up the good work — you're cer-tainly a versatile bunch of writers! P. A., Detroit, Mich. Frolics Return Engagement Sure glad to see that Barnes is "Frolick-ing" again. Omission of this feature after you demonstrated enough originality to in-clude such a page in your trade magazine, seemed unaccountable. Bye the bye, what does one have to do to have Barnes oper-ate on his physiognomy? H. R. O., Memphis, Tenn. Space does not -permit inclusion of all the kicks received because Ray Barnes' "Furni-ture Frolics" was omitted from the Febru-ary issue. Nor is it good business policy, due to the fact that Barnes may get the idea he is really an artist, and worth impor-tant money. However, the ''Little Fellow" slipped out of town for three weeks and the first your Editor knew, his staff cartoonist was "somewhere in Florida," and FINE FUR-NITURE was minus a cartoon page.—Editor. s) Editorially "Tops" We told your representative when he was here that we have not been in favor of trade paper advertising for several years. How-ever, we can say that your magazine is superior to anything else that we have seen, from an editorial standpoint. Therefore, should we decide to go into trade paper ad-vertising you may be assured we will not forget FINE FURNITURE. F. C. J , Stevens Point, Wis. Baby, Take a Bow Here's my two bucks for a year's worth of the best and most informative magazine in the field! R. R. B., Chicago, 111. FINE FURNITURE J:^ life: Cordially Invite You We of Mersman Bros. Corporation cor-dially invite you to visit our display at the May Market in Chicago. See our large selection of brand new Table Designs — everyone a sure-fire profit-maker. Smart New Streamlined Moderns . . . Beautiful New 17th and 18th Century Patterns . . . and many outstanding Com-mercials. If it's Tables you need — and what Dealer does not — better put MERSMAN at the top of your call list. You can't afford to miss this opportunity for more profit. There's always a big de-mand for Tables — when they're designed and built and priced right! We look forward to seeing you again at the market. MERSMAN BROS. CORP. Celina, Ohio Mersman Modern End Table No. 5613% in Stripe Walnut and Brazilian Rosewood. Felix T. Havemann, Sales Manager Scores of BRAND NEW TABLE NUMBERS at The MAY MARKET in Chicago SPACE 924 \V 1 • ' ! ! • i AMERICAN FURNITURE MART Wi - The Biggest Name in Tables We appreciate your mentioning you saw this in FINE FURNITURE f o r A P R I L , 1 9 3 7 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. YEAR ONE Immediately the presses started rolling on this, the April, Spring Market, issue of FINE FURNITURE MAGAZINE, the staff slumped back in its chairs, heaved sighs of gratifica-tion. For this marks the twelfth number — our first complete year of publication. We ask your indulgence in a bit of exultation! But first, we offer a salaam to those courageous, credulous persons identified as Advertisers, minus whose loyalty and confidence, the job could not have been accomplished. This month we point pride-fully to several new supporters of FINE FURNITURE'S tenets; and, Ladies and Gentlemen, we ARE grateful! Refusing to take ourselves too seriously, assiduously avoid-ing political controversy, constantly cutting and trying in the search for authoritative, meaty material, we are determined to produce a furniture magazine that will have a different swing. Our increasing number of advertisers, our soaring subscription list, are gratifying, but the sound and fury of our "Boiling Wake" — the pulse of the paper — imparts to us the fact that while some of our ideas are pithy, others are punk. The latter condition will be remedied. "The Sketch Book," replete with artistry and historical lore, Ray Barnes' friendly lampooning in "Furniture Frolics," Ruth Mclnerney's capricious diagnosis of retailing practices in "The Customer's Viewpoint," are features that are eliciting widespread com-ment, induce reader interest. "People make news," and by the same token it takes more than furniture to make a furniture store. So we introduced the personal equation — human interest — in the form of biographical sketches, caricature, photographs of furniture men and women, some of national repute, others less re-nowned but performing quietly, diligently, in their own com-munities. "The Man (or Woman) on the Cover," complete with spirited biography, is further evidence of our belief that good fellowship, laughter, and an appreciation of life, are as precious as money when assayed in the final test. Briefly, authoritatively, we have attempted to interpret trends and news of the industry; realizing YOUR limited time for reading, we've tried to make what WE have to say EASY-TO-READ. We've made bulls, performed no miracles, assumed no adamant attitude "for or agin" anything or anyone; but we have tried to give you a magazine embodying practical ideas, currently illustrated, written in a tempo harmonizing with the spirit of today. We're deeply appreciative of your numerous good wishes and loyal support. ff OCTOPUS Feeling that the efforts of retail furniture dealers' asso-ciations to cope with the "borax racket" are inadequate, the New York State Senate is considering a resolution calling for the appointment of a committee to investigate the machina-tions of this vicious method of merchandising. The mulcting of approximately 30 million dollars annually from New York shoppers (a practice not confined to New York state), by fraudulent merchants, is certainly a condition warranting action packing more of a wallop than is possible through prosecution by dealer associations. Impossible as it is to spot a "borax" store, due to the fact that they don't always operate behind a cheap, garish-look-ing front, but often sport a dignified facade, the practices performed on the inside should never leave any doubt in the customer's mind. Although gyp merchandising of this nature is as insidious as cancer, as difficult to cure, we believe that an educational campaign conducted by NRFA and the various state retail associations, in which the veil was torn away, would go far in alleviating this viperous condition. Such articles published in consumer magazines, as, "Only Saps Pay Retail Prices," American Mercury, December, 1936, and "Raw Deal In Furniture," Today, January 16, 1937, reprinted respectively in January and February, Reader's Digest, have a decided effect. They start the consumer thinking. But, like a well-swung golf club, it's the follow through that counts. You'll require more than frankly written articles to tie this octopus down. Just in case you don't know what kind of competition you are up against, we suggest reading the two articles mentioned. ff OMEN The increased number of new stores and the amount of store remodeling in progress causes us to hurl a warning in the direction of you gentlemen who are planning long term financing to fulfill programs of this nature. Most of the prognosticators who were lucky enough to call the turn back in the dark daze of 1928 and 1929, are now forecasting that the next downward swing in the business cycle will occur in 1940. That's not so far distant, so we'd suggest a bit of sagacity being injected in the extent of your remodeling or building program. ff RETRENCHING Undaunted by strikes and floods, the furniture industry is still marching ahead, reports Seidman & Seidman, account-tants and auditors. Compared to February, 1936, orders booked this February (1937), showed a 49% increase, ship-ments were up 60%, payrolls ahead 45% and more than double were the unfilled orders on the books over the iden-tical period last year. Compared with January, new orders in February dropped off 33%, shipments climbed up 29%, factory payrolls showed only 2% increase, unfilled orders slipped in dollar volume 9%. Shipments in February, including cancellations, were considerably short of the unfilled orders on the books at the start of the month, which left an accumulation of unshipped production averaging about six weeks at the end of February. ff 1937 PROFIT Those merchants who expect the tide of business to carry them through to substantial gains during 1937 are laying themselves open to disappointments. Of course, smart oper-ators, those who keep sharp eyes on expenses, employ intel-ligent supervision, will show profits. Increased wages and salaries, social security taxes, additional advertising expendi-tures, new delivery trucks, will make it increasingly difficult to keep expenses sanely related to sales volume. Prices may be higher without the same percentage of volume increase that occurred in 1936. In other words, we anticipate that it will be increasingly more difficult to show a profit this year than it was in 1936. ff 10 FINE FURNITURE Quality -;- Value vs..* 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. No. 678y2 ROCKFORD CHAIR and FURNITURE COMPANY ROCKFORD ILLINOIS Dolly Varden Rocker >J 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? /\gain you are invited to see these beautiful, se-lected Victorian pieces. Solid HondurasMahogany, hand-carved, hand-rubbed finish. New chairs, also tables, styled to match these groupings, will be shown in May. Displayed in the Keeler Building Vander Ley Brothers G R A N D RAPIDS, MICHIGAN • • • Sofas, Chairs, Love Seats, Rockers, and Tables If you will not be in the Market, write for photos, prices Complete newspaper mats for dealers We appreciate your mentioning you saw this in FINE FURNITURE ^<T^9 f o r A P R I L , 1 9 3 7 11 Here you will find the exhibits of the creative furni-ture houses who are major factors in setting the styles—the lines you have to see to know what is going to sell. • While you are here, shop the per-manent displays of floor coverings, lamps, curtains and draperies, toys, housewares, major and electrical appliances, china and glassware, gifts. Nowhere else in the world can you do as efficient a job of "ensemble buying" because all the representative lines are right here under one roof. THE M E R C H A N D I S E MART THE GREAT CENTRAL MARKET, WELLS STREET AT THE RIVER, CHICAGO 12 FINE FURNITURE Announcing OUR NEW MARKET LOCATION We cordially invite our many friends in the retail furniture business to visit our new exhibition space in the WATERS-KLINGMAN BUILDING, GRAND RAPIDS, during the Spring Market. We are confident that our long established quality, style and price range will prove your visit worth while. WATERS-KLINGMAN BUILDING ROCKFORD NATIONAL FURNITURE CO. ROCKFORD ILLINOIS TWO GREflT flDVflriTAGES ACCRUE to DEALERS With Colonial Hall Clocks and Occasional Pieces Two great advantages accrue to dealers who feature Colonial Hall Clocks and Occasional Pieces. First... the inherent quality-appeal of every Colonial creation; second . . . the active promotion put behind the line to bring it to the attention of the people-who-buy. In no respect of style, quality, character and range, has the Colonial line of fine hall clocks and occasional pieces presented for this Market been excelled by previous showings. Beautifully designed, crafted and finished, Colonial reproductions continue to attest to their makers' reputation for finest artistry in mahogany. Nationally Advertised Forceful advertising of Colonial creations in AMERICAN HOME, HOUSE & GARDEN, HOUSE BEAUTIFUL, and BUYING GUIDE FOR THE BRIDE, is automatically direct-ing the attention of more than 1,000,000 people-who-buy to the fact that this dis-tinguished line is available through the better furniture and department stores of the nation. VOU, TOO, Can Profit - - through the advantages that accrue to deal-ers featuring Colonial Hall Clocks and Occasional Pieces. You are cordially invited to view this line at the showrooms of . . . COLOMflL manufacturing Co. 5th FLOOR HEELER BUILDING - Grand Rapids - ffliohigan We appreciate your mentioning you saw this in FINE FURNITURE f o r A P R I L , 1 9 3 7 13 BIRD'S-EYE ^ The Queen of Maples 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 14 FINE FURNITURE STYLES by SLIGH .w,w.,,.,^.-^am,,t,.^:SSf-^. Smartly designed desks and occasional tables, a variety of styles at the Charles R. Sligh space in the Waters-Klingman Building during the Spring market. Buyers are given the oppor-tunity to select a group of six desks from the line, regardless of price or style, and will have the advantage of a special price of one dollar less per desk on the six-desk order. We invite your inspection. No. 2044 DESCRIPTION AND PRICES OF PIECES SHOWN No. 2067 W a i . or Mah. Desk, 42" x 2 I ( /2" x 3 0 " high . . . . $37.00 No. 2167 Same; but with genuine leather t o p 46.00 No. 12 Mah. or Wai. Coffee or Cocktail Table with remov-able glass tray. 2 6 " x [ 6 " x l 8 " high No. 2061 Solid Maple Desk, 42" x 2 1 l / 2 " x 3 0 " h i g h . . . No. 2044 W a i . or Mah. Desk, 48" x 2 4 " x 3 0 " high No. 2144 Same; but with genuine leather top All of above pieces are finished with our "Bar Top" finish 12.50 31.50 54.00 62.00 No. 12 No. 2067 No. 2061 CHARLES R. SLIGH COMPANY HOLLAND MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE f o r A P R I L , 1 9 3 7 15 PERMANENT BEAUTY Presenting a complete line of occasionals, 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 CHAIR COMPANY INCORPORATED KENTUCKY * • ' * I : i 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 Spring Mar-ket. Write for our new catalog just off the press. DESCRIPTION OF PIECES Top: No. 2001 Sheraton Coffee Table; top open. 14 x 34"; 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 14x18"; height, 25"; genuine mahogany. LENTZ TABLE CO. NASHVILLE MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE QUINTUPLETS tg/ 5JV West Michigan Furniture Company Five powerful new bedroom groups for the May Market. Notable for the vigor of their styling. Keyed to popu-lar trends. As fresh and stimulating furniture as ever came from our benches. Precision-built, factory-engi-neered. Destined to play stellar roles in retail merchan-dising plans. Don't miss them. W A T E R S - K L I N G M A N N G LARGEST EXHIBIT OF BEDROOM FURNITURE EXCLUSIVELY IN THE GRAND RAPIDS MARKET f o r A P R I L , 1 9 3 7 17 Flexible space arrange-ments which are spa-cious, well-lighted, and concentrated. The club room illustrated is com-fortably and tastefully arranged and furnished. « • • rw 50 % H- 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 , , , „ , . „ , „ •, •.„• . c . m c *i, v,u Atlas Furniture Co., Jamestown, N. Y Fourth Floor, North Kozak Studios, Grand Rapids Mich. Second Floor, South Half J Kuchms Furn. Mrg. Co., St. Louis, Mo Third I'loor, boutn Hall Bechtold Bros. Upholstering Co., Grand Rapids, Mich. , _, , , „ ,T , .„ „„. , u-j.i, XTI , Q ,,,U H=U First Floor, North Half Lentz Table Company Nashville, Mich Fifth Floor, South Ha Brower Furniture Co., Grand Rapids, Mich Fifth Floor, East Half Loeblem, 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, Mich ... Third Floor, South Half Conant-Ball Company, Gardner, Mass Fifth Floor South Half Mentzer Reed Co., Grand Rapids, Mich.....Fourth Floor North Half _ . „ „ ' , ' ., , ' Murray Furn. Co.. Grand Rapids, Mich Sixth I'loor, boutn Halt 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, III ...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 Estey Mfg. Co., Owosso, Mich First Floor, North Half _. -^ ,, „ ~ j T> -J -HIT- I O J ™ AT -+U tr^if Engender8 Spring Bed Co., Brooklyn, N. Y.. Fifth Floor', South Haif |iaI«p°™r"yncC0NoGraBnenn!nKon' v f " ^ . ^ c o n d ' Root fatt V?^l£l&'?&&tb^-=%$ HZ', louS Half Eand-McNally & Co. Chicago, HI....... Sixth Floor, South Half Pitie- A^-t-c T7,,vr.u^^ r ^ rVflrt^ -Bo-KiAe i\ffir-u Red Lion Furn. Co., Red Lion, Pa Fourth Floor, North Halt fine Arts rurniture LO.> ijrflnci J\apios, lviicn, -r-T i T • n* % * r* T» J T • n T^ 4L -CI XT «.!_ tioif Spcnnd Flnnr Smith Half R e d L l o n Table Co., Red Lion, Pa ...Fourth Floor, North Half Second Floor, South Halt R o c k f o r d C h a i r & F u r n . Co., Rockford, 111., Fifth Floor, North Half Grand Ledge Chair Co., Grand Ledge, Mich. Rockford National Furn. Co., Rockford, 111 Second Floor, South r- r, x, j j - ^ r- J o -j «• r. T?i f t \ FJ?o r ' ? ° r t t Sa!r Shaw Furniture Co., Charlotte, N. C Second Floor, South Half G. R. Bedd<ng Co., Grand Rap.ds Mich.-.Fourth Floor, South Ha f S k a n d i a Furniture Co., Rockford. 111.... Sixth Floor, South Half G. R. Lounge Co., Grand Rapids Mich.. Fourth Floor, North Half g]; h C o m a n y Charles R., Holland, Mich., Fifth Floor, South Half G. R. Fancy Furniture Co., Grand Rapids Mich Henry C Steul & Sons, Inc., 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. West Michigan Furn Co Holland, Mich., Third Floor, North Half Second Floor, South Half W- F - Wlutney Co., So. Ashburnham, Mass, ekman Furn. Co., Grand Rapids, Mich Third Floor, South Half ,,,.„• «-• T? n #- ^ x? *J *tt;<.u Herrmann Lamps, Inc., Grand Rapids, Mich ' W.lhams-K.mp Furniture Co., Grand Rapids^. M.ch NQrth ^ Holland Furniture Co., Holland, Mich Sixth Floor, North Half Wolverine Upholstery Co., Grand Rapids,^Mich. ^ ^ ^ ^ ^ ^ 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 18 FINE FURNITURE .;•_• I * • • £ * The three rooms illustrated on this page are typical oi the display spaces in the Klingman Furniture Co.. simple, unadorned, force-fully displaying the mer-chandise. The three suites pictured are manufactured by the Kindel Furniture Co., Grand Rapids, whose mar-ket display is in the Keeler Building. At the top is suite No. Ill, mahogany, retailing, four pieces, $394.50; in the cen-ter. No. 128, mahogany, re-tailing, four pieces, $295; at the bottom, No. 138, mahog-any, retailing, four pieces, at $291. f o r A P R I L , 1937 19 DRAMATIC SIMPLICITY MINUS false windows swathed in draperies, gew-gaws and gimcracks noticeable by their absence, lamps restricted to a minimum, walls painted a neutral color, the display rooms in the Klingman Furniture Co., Grand Rapids, are startling, striking in their sim-plicity; particularly in this era of ultra model room displays where everything is included from an ash tray to a palm tree. Says store manager John Van Dyke: "After all, we're trying to sell furniture. The more simple and restrained we keep the background, the easier it is for the customer to study the detail, finish and style, of the groups. It is my belief that accessories distract the attention and make it difficult to get the customer to concentrate on the furniture. This is particularly true in the merchandising of quality goods." The SO-odd display rooms, including bedroom, din-ing room and living room groups, are part of a grading-up program instituted during the depression. Now sell-ing over 60% Grand Rapids merchandise, including some of the highest quality lines in the market, Van Dyke can honestly boast that his method of display insures the sale of distinctive furniture. Where once Southern lines were necessary in securing volume, the present merchandising plan encompasses a complete by ROD MACKENZIE Editor, FINE FURNITURE Northern schedule of buying. Confidence in the char-acter of the merchandise purchased obviates the neces-sity of relying upon the flash of too often overdone backgrounds. Explains Van Dyke: "We find it is easier to sell a complete suite, seven pieces, when displayed m this simple fashion, with less resistance than we received when we filled the floor with merchandise and tried to sell 'three pieces'." In business for nearly 40 years, the Klingman store enjoys the unique distinction of having coast-to-coast distribution. Last year merchandise was shipped to the states of New York, New Jersey, Virginia and Pennsyl-vania, Indiana, Illinois, Kentucky, Texas and New Mexico. One order went to the American Consul in Madrid, Spain. Former customers forward specifica-tions, desired style, approximate price range, rely upon Van Dyke's knowledge of their past purchases in filling their order. Truly an exemplification of their confidence. musical merchandiser... ADVISING those embryonic furniture men ambitiously toiling toward positions as buy-ers and store managers, John Van Dyke, buyer and store man-ager of Klingman's, Grand Rap-ids, suggests a course that he himself traveled; namely, a train-ing period in a furniture factory. Not only does Van recommend this procedure as being helpful in buying, but invaluable in the science of selling. Immigrating to America from Amsterdam, Holland, where his grandfather had devoted a life-time to the furniture business, Van Dyke proudly relates that he started as a lugger in a fac-tory, subsequently passing through every department in the production curriculum. Graduat-ing from the manufacturing side, he then traveled the retail route — collector, assistant credit man-ager, credit manager, buyer, and ultimately store manager — with only two interruptions—a year on the road as a wholesale salesman and a hitch in Uncle Sam's 7th Division, 55th regiment, infantry headquarter's company, A.E.F. Now in life's prime, Van is ambitiously pointing to the day when he can operate his own store, which supports his profes-sional philosophical belief that a IOHN VAN DYKE . . . Inspires confidence successful career is founded on perseverance and ability to avoid the dangers of discouragement and lost confidence. « Genial, energetic John is a lot! of buyer, his six feet and 214 pounds standing him in good stead on his buying peregrina-tions through the various furni-ture market centers. A keen ap-praiser of merchandise and cus-tomer, he is seldom annoyed by having to take back furniture once it leaves the store. That he inspires confidence is evidenced in an interesting contact with a lady who came into the store, inquired whether she could buy on contract. Being advised that this was possible, although the customary practice was to sell for cash, she deposited $100, returned 30 days later to do her buying. After business hours Van Dyke revels in Italian spaghetti, in-dulges in his hobby, which is music, by playing the organ and piano, relaxes athletically at ten-nis, delights in reading Charles Dickens, and hearing composi-tions by his favorite composer, Victor Herbert. Admits Presi-dent Roosevelt is his favorite public personage. Upon retire-ment — which appears remote when one knows John — he plans subscribing to the "sit-down" .idea, only he plans to do it with an automobile and trailer. FINE FURNITURE sALES PROMOTION and ADVERTISING by RALPH SPANGLER It's but a small jump from his subject of last month — "Promoting Fashion and Fine Furniture"—so the sales promotion and advertising manager of Harbour-Longmire's, Oklahoma City, continues his series with IV. Institutional Advertisins WHEN a going concern is asked to quote a selling-out price, they add to their visible assets a size-able amount for GOOD WILL. Good will includes that good reputation and pres-tige which brings shoppers to a store, seeking things which have not been advertised. If any store had to exist only on the sale of adver-tised merchandise, it would have a slim existence. Those customers who come to the store because of favorable impressions gained m the past, are the cus-tomers who make possible a net profit for the big store. There is no end to the different ways to make favor-able impressions on your public. Barker's Stage Spring Show • The theme was birds! From 22 California birds, they named the season's new colors. Mallard green. Gull gray. Quail brown. Their 30 windows were dramatized with these colors . . . and tie-ups with the bird theme. As you entered the store door, you were handed a couple of pieces of special literature . . . printed for the H v\ anamaker's February sale tags can't come off because fhev never were on! ,'• -'-t:(f>!js»l) a jnfjrt" Bxuf<i«'t Service ll l H OFS t 97 ]9j ?™ r:ri.T;r::;:.:::n:,-r ' I • / '* '•' ^ >>! • ti >/ !' s220 Si' 1 i o r A P R I L , 1 9 3 7 21 occasion. One was an impressive folder on outdoor furniture. Everywhere you turned in the store, there were birds in cages! Real live birds. On the first floor were mal-lard ducks, canvas back ducks, quail — game birds. On another floor, song birds of certain color motifs! Bird motifs on fabrics! Bird colors in room schemes! A prominent feature of the show was the Ipswich Maple House, with the furniture all from Robert Irwin . . . and wallpaper with bird motifs! Much expense and trouble, you say? But can you get equal sales volume and profit without expense and effort ? 97,391 Visitors in less than four weeks — go through Wanamaker's Philadelphia store to see the two-story Cape Cod House! Over 12,000 clocked in a single day! Their Budget story is certain to create favorable impression. Good institutional advertising. As is their ad which says "Wanamaker's February sale tags can't come off because they never were on!" The New York store makes an asset out of their no-sale policy. They, too, have a Cape Cod House. If Someone Asked You, suddenly, to name the out-standing store in your city . . . ten to one you would name the institution that is forever doing things unusual! Joseph Home wanted crowds to see their Ipswich Cottage . . . and the other new things they assembled. So they borrowed from the editors of Life, Time, For-tune, March of Time and the Pittsburgh Sun-Telegraph . . . 300 published and unpublished photos showing every phase of the world's news! . . . including a can-did camera section . . . and privileged pictures of the recent abdication from the British Throne! Macy's Sell Macy's in this spread that would be hard to miss. Even if you were not ready to buy furniture now, you would be tempted to read it. And before you realize — you are reading, "We have more buyers going places for you than any other store in the world . . . Our furniture specialists show manu-facturers how to build better furniture . . . Should you prefer a decorator, our decorating staff, too, will tell you that IT'S YOUR TASTE THAT COUNTS." Wrhen you are ready to turn the page, you've had an-other favorable impression of a great store. And in the same paper on another page they ask "Why buy your most EXPENSIVE furniture at Macy's?" . . . and proceed to tell you the answer. Another favorable impression, m this second Macy ad, comes from the remarkable reproductions of the photographs. Our prediction is that the camera is soon to replace the handmade pictures, in many alert stores. The Lesson of "Life" Magazine points to the impor-tance of pictures. Try to buy a Life magazine 24 hours after it reaches the news stands. The most amazing circulation in magazine history, built overnight •— WITH PICTURES! Quick to feel the drift of popular fancy, Marshall Field's came out in February with this pictorial institu-tional ad on their sale! Human interest stories about a store that fully realizes the importance of keeping in the limelight. Here's a sale advertisement . . . a full page . . . without a price in it I Famous-Barr, in St. Louis, make a spectacular double-spread with their sale of the Trorlicht-Duncker stock. Not institutional advertising, you say! What better reputation would you want for your store than that of having plenty of good values in high class furnishings ! In Dayton, Rike-Kumler's make an effective tie-up with the tremendous influence of consumer magazines . . . and with the best seller — "Gone With the Wind." Up-to-the-minute institutional selling, we call it! 22 FINE FURNITURE . | i ] • FAM0US-8ARR CO. BUYS ENTIRE TRORLOT-DUNCKER NEW STOCK AND [1 INCLUDES THOUSANDS OF DOLLARS THEIR OWN VAST STOCK IN ONE ., MIGHTY SALE! DISCOUNTS OF 15 TO 65M READY THURSDAY AT NINE'"1 ! • • • - - • " - - - "p » _ I I I * - . l n . J . . r i MU •• » „ , II • z ^ i . Picturing Large Assortments of unusual pieces is cer-tain to create favorable impressions. People will say, "That is where I want to buy my furniture. They have such huge assortments there." Last June, Marshall Field's ran this interesting sum-mer ad. As that season approaches, it may give you an inspiration. By picturing the 18 pieces all in one advertisement, they make an impression of good assort-ments which would be lost by advertising these pieces one at a time in omnibus ads. Lammert's, from whom most of us can take lessons in picturing . . . do a real institutional job (and we imagine a goodly amount of selling) with this spread on Chippendale occasional furniture. Boggs and Buhl (Pittsburg) . . . not only printed an out-of-the-ordinary photograph of their furniture floor, in this sale announcement, but they persuaded the Pittsburgh press to accept it with the copy running up and down the page, instead of across. At Harbour-Longmire's, in Oklahoma City, we are running a series of stories about "Unusual Furnishings" . . . this one on a large open stock dining group. Keeping Customers sold on your store is one of your most important institutional jobs. In the near future, we plan an article on this vital subject. Recently one of our interested readers took exception to Adman Spangler's use of actual advertisements to illustrate that all classes of dealers, from borax store to the most exclusive studio type of store, were employ-ing GROUP SELLING to make the cash register ring more often. Spangler explains that the article in ques-tion began: "You have met the furniture man who condemns every other merchant who does not believe just as he does: but you know there are excellent merchants to be found in each class of store . . . men who make money . . . who are a credit to their com-munity." No claim is made that the advertisements illustrated are perfect. They are used solely to delineate ideas. Ideas that can be used by alert dealers in any class store, in any community. Unfortunately for those of you who favor fine furniture, the merchant featuring borax merchandise is more than often the quickest in adopting the best promotional ideas. —Editor .-/*ii*^ MAHSHfll.L FIELD fc CO. Z " ^^z .s& -^s f o r A P R I L . 1 9 3 7 23 HISTORIC EXAMPLES from the METROPOLITAN MUSEUM OF ART Left, Louis XVI commode, embellished with mar-quetry. Right, American 18th Century block front bureau, by John Townsend, from Newport, R, I. Left, 18th Century English mahogany card table. Cen-ter, American gateleg table, about 1675-1780. Right, American Sheraton mahog-any and satinwood card table, about 1790-1800. . ' • ' • Left, 18th Century English Adam commode, about 1770-80, veneered and in-laid with East Indian satin-wood, harewood, boxwood and pheascmtwood. Right, 19th Century American (Pennsylvania) chest of drawers made of pine and poplar with painted deco-rations. 24 FINE FURNITURE COLOR... PRINCIPLES AND PRACTICE IN HOMEFURNISHING by PHYLLIS FIELD COOPER Last month Phyllis Field Cooper began an article on "Color Principles and Practice," which discussion is concluded in this issue. / ^ONTIXUIXG our discussion \_^ on color, we must, before go-ing further, mention its THREE ATTRIBUTES, namely: HUE. VALUE and INTENSITY. Hue merely identifies the particular col-or— just another name for "color." VALUE refers to the tonal grada-tions of any color from "light" to "dark," or in other words, from "tints" to "shades." INTENSITY refers to the "luminosity" or "bril-liance" of a color. Color Value • First of all, we must bear in mind that the twelve pris-matic "normal" colors or hues of the spectrum or "color wheel" are colors of FULL INTENSITY —that is. they are as brilliant as it is possible for pigments or dyes to be. We can make them paler, and lighter, how-ever, by adding white to each of them — they then become what are known as TINTS. Then, again, we can produce SHADES of these same colors by adding black to them. These changes produce what is known as VALUE in colors (see chart). A knowledge of color value is essential in interior decoration. If we wish to make a small, dark room appear large and light, we choose colors for our scheme that are "keyed" high in value. Since' colors of FULL INTEN-SITY are brilliant, they react harsh-ly on the nervous system if used too abundantly. Therefore, in the dec-orating of the home, we use such colors sparingly — merely as "ac-centing color notes" in the form of decorative accessories, for the sake of variety and interest in the color scheme. Reduced Intensity • The INTEN-THE TWELVE NORMAL COLORS OF THE STANDARD COLOR SPECTRUM S.7lct—• NEUTRAL GRAY COLOR, VALUE SCALE AND THE. PSYCHOLOGICAL SIGNIFICANCE OF TINTS AND SHADES DELICACY DAINTINESS REFINEMENT LACK OF POWER, SPACIOUSNESS FEMININITY TINTS LOW-LlfiMT / MIDDLE VALUE 15 REPKESENTED m ANY' 1 ONE OF THE TWLVt 5P£CTRUi"! COWKS DI&NITY SOLIDITY POWER. STRENGTH DECREASED 5PACI0U5NES5 MASCULINITY > SHADES < DARK COLORS !F PLACED EUTRAL IED COLORS °f -half intensUt/ GRAY-YELLOW GRAY - ORANGE GRAY - RED GRAY - GREEM GRAY - BLUE GKLAY - VIOLET AGAINST LIGHT COLORS WILL APPEAR BARKER, | LIGHT COLOR"5~) IF PLACED AGAINST DARK COLORS WILL APPEAR, LIGHTER. [ -PHYLLIS • Fl ELD -COOPER- 1937 This chart shows the 12 standard spectrum colors with neutral gray added; neutral-ized colors of one-half intensity and a color value scale giving the psychological significance of tints and shades. SITY of any color can be reduced by NEUTRALIZATION which re-quires that a certain proportion (depending upon the amount of color reduction desired) of its ''com-plement" is necessary, whether one is mixing paints or dyes. Colors which are NEUTRAL-IZED to one-half or less in inten-sity are comparatively easy to use harmoniously m decoration, provid-ed that they are not too radically different in VALUE. The process of NEUTRALIZATION comes through the mixing of primary and secondary colors which produces a color "relationship" that is closer than those of more brilliant quality. Color Charm • Colors of "reduced intensity" (neutralized) may be used in larger areas — especially are such colors m their lighter val-ues (TINTS) desirable for the walls of the average small home. TINTS of "normal" colors (full intensity) are generally too strong in compar-ison and are therefore more diffi-cult to use. The charm of subtle or NEUTRALIZED colors can be more readily appreciated if placed beside those of crude hue (colors of "full intensity"). Colors are also classified as either WARM or COOL. Those classed as WARM are YELLOW, ORANGE and RED (the warmest of all colors), or any derivation of these hues such as rust, copper, brown, gold, etc. GREEN, VIO-LET and BLUTE are classed as COOL colors, blue being the cold-est of all colors. Derivations of these hues such as orchid, mauve, periwinkle blue, royal purple, etc., are included m this classification (see chart). ADVANCING colors are those that contain RED or YELLOW predominantly, while RECEDING colors are those that contain an abundance of BLUE. Contrast and Analogy " There are several kinds of color schemes that may be used in the decoration of in-teriors, but the most common are f o r A P R I L . 1 9 3 7 25 schemes of CONTRAST and of ANALOGY. Fundamentally, a true "harmony of contrast" can only oc-cur when "normal" primary colors are used with their respective "com-plements" (secondary colors) which are in no way related to each other, as red and green; yellow and violet; blue and orange. We have, how-ever, to deal largely in homefurnish-ings with NEUTRALIZED colors (tertiaries and quaternaries) in which case any "harmony of con-trast" color scheme would be one of more or less "related" colors, pos-sessing just enough actual contrast to be classified as a "contrasting analogous" scheme. An ANALOGOUS color scheme would include only those colors that are "related," such as yellow, yel-low- green and green; or, could be of various tones or VALUES of just one color only. For the average home, the "con-trasting analogous" color scheme usually proves the most interesting. Choosing Color Schemes • In planning a color scheme for any room one must consider first, the PURPOSE of the room — then, its EXPOSURE — its SIZE — its gen-eral CHARACTER or PERIOD. For instance, the color scheme of a child's nursery would call for dainty colors of high value — TINTS, in other words, of varying degrees of tonal depth. The scheme for a man's bedroom would call for SHADES of perhaps light or medi-um value, depending upon its par-ticular EXPOSURE. The color scheme for a hall, living room or library in the average home should Ultra-modern and offering unusual merchandising possibilities ate the tables, chairs, even pianos, being fabri-cated of glass or transparent plastic materials. Fine Arts Studio, Inc., Hol-land, Mich., has developed a unique line of tables, employing wood, glass, metal. (1) No. 2021, plate-glass top, center and bottom shelves bird's-eye maple, metal supports, blond finish, retailing for $22; (2) No. 2060, base and back solid mahogany, glass top, revolving center shelf, flesh-colored mirror, chrome support, finished in brown mahogany, retailing at $43; (3) lamp and magazine table, five-ply shelves, chrome supports, blond finish, retails at $11; (4) solid mahogany, five-ply maple veneers, glass top, finished in brown mahogany, ivory shelves, retailing for $28; (5) solid mahogany ends, bird's-eye maple base, plate-glass top, white translucent, elec-trically- lighted glass dome in base, chrome metal parts, retails for $49. be of such VALUE that it is rest-ful to live with and yet colorful enough to be inviting and pleasant. Then, too, every color scheme should possess a dominant color to which the necessary proportions of a con-trasting color or colors are added as a pleasing emphasis, for there must be "balance" in distribution. A sunny EXPOSURE can be modified or subdued by the use of COOL colors in VALUES consistent with the SIZE of the room. The darker the VALUE of a color, espe-cially on the walls, the darker and smaller the room will appear, and vice versa. A cold, dark EXPOS-URE calls for sunny colors of LIGHT VALUES. Schemes employing COOL col-ors call for "accenting" touches of "warm" colors as contrast, while WARM color schemes require "cool" colors. "Grading Up" • The safest rule to follow in planning any color scheme for the average home is to use the lowest value of color for the floor, a consistent and comparatively lighter value of colors for the up-holstery, with draperies either of the same value or lighter. The walls are usually very light, the ceiling being the lightest value of all. . «•••:».. - • { . 1 S5' f o r A P R I L . 1 9 3 7 27 1 — The Viking Twin Studio Couch made by Sleeper, Inc.. Chicago, shows modern Swedish influence in webbed arms. Permanent display at the Amer-ican Furniture Mart. 2 — Chair No. 56, retailing at $44, is manufactured by the Wolverine Uphol-stery Co.. Grand Rapids, Mich., and is shown in the Waters-Klingman Bldg. 3 — Chair No. 4583 is made by E. Weiner Co., Milwaukee, and is dis-played in the American Furniture Mart. 4 — Chair No. 124 with matching otto-man. No. 24. is made by the Grand Rap-ids Bedding Co., and is displayed at the Waters-Klingman Bldg., Grand Rapids. 5 — The Pullman Couch Co., Chicago, have made this studio couch uphol-stered in {lowered mohair as a fore-runner of new advance in styling. Man-ufactured as single or double bed mod-els with removable, innerspring mat-tresses, these studio couches are shown at the American Furniture Mart. 6 — Mahogany chair No. 1451 is manu-factured by the Schoonbeck Cq.. Grand Rapids, and is displayed in their show-rooms at the Imperial Co. 7 — This unusual lounge chair with odd-shaped ottoman is one of the new offerings shown by Romweber in their space at the Merchandise Mart. Uphol-stery is in rough tapestry; hand-carved arms are in Scandinavian vine motif. 8 — The Michigan Seating Co., Jackson, Mich., manufactures chair No. D483, up-holstered in Doepac. Displayed in the Fine Arts Bldg., Grand Rapids. 9 — Chair No. 1284. retailing at $83, is made by the Wolverine Upholstery Co., and is shown in the Waters-Klingman Bldg., Grand Rapids. 10 — No. 1352 sofa is manufactured by Ralph Morse Co., Grand Rapids, Mich., and is exhibited in the Keeler Bldg. A GOOD SALE IS NOT FORCED (The Man on the Cover) OF noteworthy significance in American industrial history is the progress made by boys born under foreign flags. Arriving in a strange country, accosted in un-familiar lingo, confused by curious customs, undaunted, many of them have swept to success. The furni-ture industry is no exception, boast-ing many leaders who have risen from immigrant to executive. Immigrant • At the age of seven, young Henry Hekman arrived from the Netherlands, thirty years later, entered the furniture manufacturing business as president and general manager of the Hekman Furniture Co. in Grand Rapids, where he has operated for the past IS years. Hek-man's success in the furniture in-dustry is noteworthy, considering the fact that his experience (prior to erection of the plant in 1922), had been limited to day labor work in the Phoenix and Luce plants when a young man. As president of the Grand Rap-ids Furniture Exposition Associa-tion, Hekman has been one of the leaders in the move for market reduction. Merchandiser • For six years the plant specialized in the production of spinet desks, in 1927 selling over 20,000 units. Suddendy, the familiar spinet lost favor, and Hekman was forced to change his line. The cur-rent assortment of living room and library furniture, much of it in con-temporary style, is a testimonial to Henry Hekman's sagaciousness as a leader in style trends and merchan-dising. In addition to operating his fur-niture plant, Hekman is associated with his brother, John, in the manu-facture of biscuits, being actively interested in the Hekman Biscuit Co., Grand Rapids, and Dutch Tea Rusk Co., Holland, Mich. Salesman • Advising those inter-ested in following the furniture business, Hekman suggests learning the practical and theoretical angles. Reminisces Hekman, "Confidence is fine for a young saleman, but over-confidence is liable to bring a re-buff. One very helpful experience I had was after being successful for a few subsequent sales, to get a good let-down for being too cocky. It taught me a valuable lesson, that a good sale is not forced, as both buyer and seller should feel like saying 'Thank you' when the deal is made." Likes • Imbued with a deep relig-ious sense, Hekman admits that his career has been built on the philos-ophy of diligently serving his Maker. An active member of the Christian Reformed Church, he designates John Calvin as his favor-ite character in history, the Bible his preferred book, and Handel his choice as leading c omposer. He rates Chief Justic Hughes as num-ber one public personage and in literature favors the writings of Charles Dickens. Not interested in theatres or movies, he appeases his musical inclinations by listening to the Philadelphia Symphony orches-tra. A clever story teller himself, Hekman enjoys nothing better than a well-turned joke. His intention is to remain active as long as health permits, and on the strength of his six feet, 200 pounds of rugged phys-ique, it's a safe bet that Henry will be engaged in the furniture business for some time to come. Novel Ensemble Offer INCLUDING Venetian blinds as 1 part of a bedroom furnishing group sold at a little less than $100, was a novel idea appealing to many customers of Breuner's, Oakland, during a recent anniversary sale. The ensemble featured at $99.80. included, besides a bed, chest and vanity, two Venetian blinds. They were offered only in natural ivory finish with a choice of 29 or 34-inch widths. Each blind was five feet long with two and three-eighths inch slats. Installation charges were extra. Twelve different bedroom groups were available at this price so the ensemble offer met a wide range of preferences and gave Breuner customers a varied selec-tion from which to make a choice. 28 FINE FURNITURE THE SKETCH Beer... IMPORT OF CORRECT SELECTION OF FURNITURE BRASSWARE EXEMPLIFIED IN UNUSUAL SKETCH •"PHE unusual and exquisite rendering on the opposite X page by Carl G. Bjorncrantz, designer and sales manager of the furniture division of the Grand Rapids Brass Co., exemplifiies the importance of correct selec-tion for furniture hardware. Many a suite, otherwise well planned and styled, has missed fire because of erroneous choice of hardware, for brassware, like furni-ture styles, also has a definite historical background. The brass on the Provincial piece illustrated on the opposite page was developed from the brassware on an old French Provincial chest. Maintaining the French peasant feeling of handcraft execution in which the rural cabinetmakers attempted to pattern after the master metalworkers creating for the nobility, the French Provincial brass design pre-sents a simplicity of treatment that enhances rather than detracts from the furniture on which it is used. The touch of crudeness peculiar to French Provincial craftsmanship, coupled with the graceful swing of the design, makes it particularly adaptable to contemporary adaptations of furniture of this character. The clean-cut, somewhat severe, well-tailored designs of the 18th Century English period required decorative brasses to complete their beauty. The English design-ers were constantly experimenting with hardware that would enliven the severity of the furniture. The pointed oval pull, opposite, is a reproduction of a fine old English model. The recent increased demand for 18th Century fur-niture has induced the designers of brassware to new efforts in the development of unusual furniture trim. Authentic, yet unusual in design, the pointed oval pull is an excellent example of modern adaptation of late English hardware. The beauty of its detail, permitting a play of light and shadow, makes this oval pull an ideal finishing touch for 18th Century furniture. brass man G. BJORNCRANTZ, whose exquisitely unusual drawing appears on the opposite page, decided at an early age to become an artist. The fact that he has arrived at the age of 33 with no abundance of hair does not seem to have dampened his enthusiasm. Carl was born in Grand Rapids, his father was a talented artist, so it followed quite naturally that young Bjorn-crantz should eventually land with both feet in the furniture business. In the interim he was art editor for the Colgate Uni-versity Banter, gathered a goodly number of medals for himself and honor for his University as an intercollegiate swimmer. Sum-mer vacations found him devel-oping shoulder and arm muscles in the packing and shipping room of the Stone-Hoult Furniture Co. From the drafting room of the Grand Rapids Store Equipment Corp., Carl ventured into the fur-niture field. Following an apprenticeship in the rod room of the Robert W. Irwin Co., he entered the design- CARL G. BJORNCRANTZ . . . Totes two titles ing department of that concern, where he remained for several years, leaving there in 1935 to design hardware for the Grand Rapids Brass Co. His complete revamping of the furniture line was so successful that one morn-ing he found himself toting an-other title — sales manager of the furniture division. It was in this capacity that we queried him as to his professional aims, and what he thought of wood pulls. Postal regulations will not permit our printing his answer to the latter question, but to the first one he said: "To keep hardware design a vital part of the furni-ture industry." His interpretation of authentic brassware on the opposite page is conclusive evi-dence of his ability. Salesman-artist Bjorncrantz, despite his dual duties at the Brass company, finds time to swim, golf, draw one in the mid-dle or hold a kicker, read Ben Ames Williams and John Gals-worthy. But we warn you, if you own any prints or photo-graphs of fine furniture and brassware that you value, hide them, because Carl's hobby is collecting such material. ^ •?-.• ' A n; - f • - " • • 30 FINE FURNITURE RETAILING TIPS TABLE SETTING TOURNAMENT • SERVICE EXPENSE OUT • SIMULATED HOMES • KITCHEN AMONG DRAPERIES Bring Your Own Silver OALES have been noticeably in-lO creased in the George Cater Furniture Co., Anniston, Ala., by the promotion of various contests among the women's clubs of that city. A recent table-setting tourna-ment was promoted in which the women were asked to bring their own silverware, the dining room tables, chairs and china being fur-nished by the store. This contest resulted in the attendance of 446 women who visited the store in two and one-half hours. Frequently, Cater's sponsors a contest for the most attractively fur-nished rooms in which pieces from their own stock are used. For the winning room as selected by the judges, a prize of $25 is offered to the club which is sponsoring the event, and as a rule, from 200 to 400 women visit the store to see the display, according to George Cater, manager of the store. Explains Cater, "Our tournament rooms, being sheet rock enclosures, are located on the second floor, so that visitors to the exhibits have to pass through our ground floor dis-plays, and, of the host of club mem-bers who attend, some are sure to see items they want whether in-cluded in the actual exhibits or in our showrooms." Manager Cater believes that the displays aid in selling complete ensembles; women being delighted with some of the room exhibits, and consequently desiring to transfer the whole layout to their own homes. This is particularly true of brides, who come to get innumerable ideas which help them to furnish their homes. Comfortable seats are provided just outside the display rooms and the contests are turned into real social occasions by the serving of tea. According to Cater, the argu-ments often grow warm as to the proper dining room etiquette or the arrangement of the lighting in the living room, and many women tarry to add their bit to the discussion. "After each contest, the model rooms are kept on display for sev-eral weeks, and many customers Victorian Dresser No. 705, is manu-factured by the Herman Miller Fur-niture Co., Holland, Mich., and is shown in the Keeler Bldg., Grand Rapids, Mich. Retails at S589.S0 for four pieces. coming in to view them depart as new customers. The various organ-izations which take part in these events include women's missionary societies, literary clubs and the Axis club, all of which are usually look-ing for some way in which to raise money and are delighted with our proposition, noticeably increasing our sales thereby," concluded Con-testman Cater. Service Expense Out M S. YOUNG & CO., Allen- . town, Pa., developed suc-cessful plans to merchandise electric refrigerators but plans to eliminate service troubles have been unusually effective. Having sold more than 300 electric refrigerators, the store anticipated receiving enough service calls to employ a man for that purpose. After carrying a service man on the payroll for some time it was found that there were not enough service calls to warrant this expense. Instead, the management found it more economical to pass on service calls to a local refrigeration expert handling work on a contract basis. R. A. Marcks, refrigeration man-ager at Young's, explained why it has been possible to avoid large numbers of service calls "When we sell an electric refrig-erator," said Marcks, "we are as anxious to have that refrigerator trouble-free, as we are to earn the profit on its sale. It is an estab-lished fact that when service calls are received from new owners the trouble in most cases is due to improper care or neglect. We have been able to eliminate most of these calls by advising new owners what constitutes proper attention to a mechanical refrigerator. "While we, like other dealers, furnish detailed instruction sheets with every refrigerator (which are usually lost), we do not forget the new owner. A record is kept of each refrigerator sold and on these rec- Fischer Furniture Co., Chicago, made No. 1939V2 Bunkbed, maple finished, hardwood, with detachable twin beds, springs, ladder, for $39 complete. f o r A P R I L , 1937 31 ords we note the date and details regarding every call that has been made, whether for service or in-struction. "For instance, when one of our salesmen is in the vicinity of a home in which one of our refrig-erators has been installed, he will call on the owner. If anything re-quires adjustment he will make a note of it and report to the office. "In the case of new owners, these friendly calls are of real impor-tance. Frequently we discover that after several months of use a re-frigerator has not been defrosted simply because the owner neglected to follow instructions. By explain-ing this matter we avoid a future service call. Simulated Home Stirs Sales T TNIQUE is the model house, U "Bide-A-Wee Cottage," built on the second floor of the Wood- Peavy Furniture Co., Macon, Ga., in that the front wall, the big pil-lars of the front porch, are built solidly of brick, the upper portions stone, the roof wood, to simulate as nearly as possible the average southern home. An unusual feature of this built-in house is that several of the windows open directly upon the street, making "natural" light possible, adding to the home atmos-phere. The complete furniture set-tings are changed every two weeks, often even more frequently. Says manager E. B. Durham, "Our brick cottage is known far and wide, and has sold more furniture for us than any other form of pro-motion we have used. It is adver-tised frequently, always with good results. Last fall, the local news-paper conducted an amateur house planning contest, offering several cash prizes for the best ground plans and sketches of the completed house. The contest ran for a month, attracted wide attention, resulted in the submission of hundreds of plans. We secured space on the same page as the one on which the contest was announced, ran an ad: " 'Your floor plan, plus our furni-ture, will make an ideal combina- Duncan Phyfe sofa. No. 395, is made by the Wol-verine Upholstery Co., Grand Rapids, Mich., shown in Waters-Kling-man Bldg., retails at $150. tion. No matter what style of home you like, we have the correct style of furniture to correspond with it, from Early American to the new-est modern. Visit Bide-A-Wee Cot-tage on our second floor, where you will always find a correctly fur-nished home.' "We kept this space all during the campaign, changing our ad each week, but always bringing out the fact that it is furniture that really makes the home, and calling atten-tion to furnishings of our brick cot-tage." The cottage was promoted again when a number of building material firms of the city sponsored a con-test, offering a series of prizes for photos which best showed before and after house improvements. One stipulation was that all materials used in re-conditioning must be pur-chased from one of the advertisers on the page. The Wood-Peavy Co. entered the contest, the only furni-ture store in the city to do so, ran a different ad each week stressing the vast improvement made in a home by the installing of new fur-niture, window shades, lamps. After final decision had been made, all photos submitted were distributed to the different firms whose materi-als had been used in modernizing. Wood-Peavy made a window dis-play of these photos, in which was centered a large picture of Bide-A-Wee Cottage, intimating that most of the people who bought furniture and entered pictures in the contest, chose these furnishings from the model home. In regard to advertising and pro-motions, Durham explains, "August and December are our two biggest months, the ones in which we do the most advertising. Just to be different, I suppose, we do not put on a February Sale as do the ma-jority of furniture firms. Our real reason for avoiding this is that we Kneehole desk. No. 139, is manu-factured by the Bay View Furni-ture Co., Holland, Mich., and is dis-played in the American Furniture Mart. Retails at $29.90. handle only quality furniture, and do not see the need of cheapening it during a certain month." Kitchen Among Draperies J\ MODEL kitchen in the drapery i l department is decidedly uncon-ventional, yet that is where the American Furniture Co., Denver, recently installed one and with marked success. First, declares O. P. Jones of the housefurnishings department, the setting is more favorable in the up-stairs department. Kitchen appli-ances, properly arranged and care-fully selected as to color harmony, have added eye appeal in a setting of beautiful draperies and floor cov-erings. No large stock of major appliances such as must be carried in a store's regular housefurnish-ings department detracts from the unified impression which should be given by a complete kitchen set-up. Second, use of a separate location gives an added traffic benefit. Peo-ple coming to the store for draperies or floor coverings see the display, and buy. Third, there is a better chance to make a complete kitchen sale, or at least a higher individual unit sale, when the model kitchen is entirely separate from the department. The customer doesn't see lower-priced merchandise the minute she steps out the door of the kitchen. The location is also conducive to increased drapery and floor cover-ings sales. The room is fitted with proper kitchen curtains; the walls, floor and drainboard of the sink are covered with linoleum. Prac-tically every linoleum customer sees the model kitchen first. Every 30 to 60 days the model kitchen is changed. The equipment shown includes: Sink and drainboai'ds, breakfast table with china, glassware, silver and linens, refrigerators, kitchen cabinet, cooking utensils and range. 32 FINE FURNITURE Display Drama IN conjunction with the Educa-tional Fashion Show prepared by the Institute of Carpet Manu-facturers of America, many lead-ing stores throughout the country have been promoting displays of the same type, dramatizing car-pet showings. No. 1, from the Ensemble Style Exhibit, Chicago, demonstrates the versatility of sand shade broadloom, showing it to be equally effective in Early American or Modern setting. No. 2, an Institute display calling at-tention to the fact that wall space is a star salesman. No. 3 is an Abraham & Straus display in which the roll of broadloom is dramatized against an ensemble display. Ensemble Style Exhibit suggested display No. 4 in which five different patterns and shades of broadloom are attractively shown. No. 5, also a feature of the Ensemble Style Exhibit, is a novel and striking idea for won-dow display in which broadloom in harmonizing shades serves as backdrop for cut-outs. BOOKS ON COLOR As a supplement to the article on "Color Principles," page 24, Phyllis Field Cooper suggests this list of books on color use as being helpful to the homefumishing salesman.— Editor. "THE THEORY AND PRACTICE OF COLOR": Bonnie E. Snow and Hugo B. Froehlich. Published by Talens School Products, Inc., Chi-cago. Contains nine full-page, hand-painted color charts; simple, informative text splendidly pre-sented for the layman. Price, $4.50. "COLOR VALUE": C. R. Clifford. Pub-lished by Clifford & Lawton. 373 Fourth Ave., New York City. In-valuable to the homefumishing salesman. Price $1.50 "PRACTICAL COLOR SIMPLIFIED": William J. Miskella, M. E. Published by Finishing Research Laborator-ies, Inc., Chicago. Contains an ex-cellent and practical color chart with pivoted arrow and triangle for locating correct color combinations. Price $3.00 "COLOR-SENSE TRAINING AND COLOR USING": E. J. Taylor. Pub-lished by David McKay Co., Wash-ington Square, Philadelphia. Con-tains 17 diagrammatic color plates. Price $1.50 "COLOR AND ITS APPLICATIONS" and "THE LANGUAGE OF COL-OR": M. Luckiesh, physicist of the Nela Research Laboratory, Nation-al Lamp Works of General Electric Co.. Nela Park, Cleveland, O. f o r A P R I L , 1 9 3 7 33 by CB CHATFIELO "CHAT" i s ONE OF THE OEANS OF THE FP-ATPFN G?UlTE A PHILO5OPHEP— - - AND ENJOYS 1SQTBIN6 BETTEP-THAN A RED HOT PI5CU9SION. THP.EE GENERATIONS ARNES F. S+uart FOOTE. ^ IMPEPIAl- FUP-NITUP-ECO, A FOUISDEP--MEMD6P. AND VICE-PP-ES OP O'P-- FUP-NtTUP-E MAKEP-6 Outl^D - HAS SERVED AS PP-ES. G-P-- FUP-NITUP-E MAMUFAC7UP£fis "AND 6-P-. James O. MCK1NSE/ CHA IP-MAN OF THE &OAP-D - - OF MAPSHAU. FIELD'S, ACT IVE IN OPERATION OF CHICAGO'S MEP-CHANDISE MART, FOP-MEP- con-E^e PPOPE5SOI1- AND ACCOUNTANT • - PLAYS GOLF AND P-IPfS H0P5EBACK-AT HIS HOME - IN LAKE FOP-EST. I I I . . •' S.C.ROSENTHAL. f i t HAS A P-ECOP-p OF AQ I y£APS OF COHTINU0U5 SEPVICE 1 V INTttE P-ET^ILFUPN\TUP-E ^ BUSINESS, DIPECTIN&7HE FA'IP^STOPE.IN BlNCxHAMTON Y. FP-OM THE TIME IT WAS A SMALL-VARIETY SHOP WITH AN 18 FT- FRONT- 0 11 for APRIL, 1937 35 1 — Colonial Mfg. Co., Zeeland, Mich., No. 2690 secretary, in mahogany; 84" high, 34" wide, 17" deep. Displayed in the Keeler Bldg. 2 — Maple living room group by the Statton Furniture Mfg. Co., Hagerstown, Md., shown in the Keeler Bldg. 3 — Rockford Chair & Furniture Co., Rockford, 111., No. G79-3 mahogany book-case and desk; 87" high. 49" wide by 17" deep. $190 retail. Shown in the Waters-Klingman Bldg. 4 — A decorated drum table. No. 1324, 20" top, 26" high, by the Imperial Fur-niture Co., Grand Rapids, displayed in the factory showrooms. 5 — A new note in dining rooms, com-bining modern with upholstered host and hostess chairs. Dining room suite by the Thomasville Chair Co., Thomas-ville, N. C, upholstered chairs by S. J. Campbell, Chicago, shown in the Amer-ican Furniture Mart. 6 — A Chippendale occasional table. No. 510, 20" top, 27" high, by the Alle-gan Furniture Shops, Allegan, Mich., exhibited in the Fine Arts Bldg. 7 — The Romweber Co., Batesville, Ind., makes the two Scandinavian pieces. No. 5-162 coffee table and magazine rack, 18x24" top, and the No. 5-105 bookcase, 57" high, 10x13" top; shown in the Merchandise Mart. 8 — Chippendale bedroom group, three pieces. $169 retail, by the West Mich-igan Furniture Co.. Holland, Mich., shown in the Waters-Klingman Bldg. 9 — Chippendale cocktail table. No. 3684, in mahogany, by the Brandt Cabi-net Works, Hagerstown, Md. Top 33" x 22", height 18", displayed at the Mer-chandise Mart. 10 — Kneehole desk. No. 58, made by the Bay View Furniture Co., Holland, Mich., top 42 x 21", height 29%", exhibit-ed in the Waters-Klingman Bldg. 11 — 18th Century mahogany group by the Rockford Superior Furniture Co., Rockford, 111., displayed in the American Furniture Mart. 12 — Modern living room group by the Herman Miller Furniture Co., Zeeland, Mich. Displayed in the Keeler Bldg. REMARKS ON A MARKET By A. P. JOHNSON Educational Director of G. R. Furniture Exposition Ass'n WOULD you know, to a fairly accurate approximation, what you will find at the Grand Rapids Spring Furniture Exposition—April 28 to May 8—in furniture—its pur-pose, type, breed, classification, number of pieces, name and ances-try, manufacturer, how, why and where you can profit by having this furniture on your retail floors— and, finally, why you should be here at the crack of the market dawn? Then glance this over. There will be upwards of 100,000 pieces of furniture RECKONED IN INDIVIDUAL SAMPLES ONLY. Multiply these in produc-tion, by different sizes, styles and finishes, decoration, etc., using the variant of 12 in case goods (aver-age number of different specifica-tions in which the suite may be had) and by anywhere between 25 and 50 in upholstered products (dif-ference in colors, fabrics, etc., now in vogue) and you have an array which approaches the million mark. In this total will be shown ap-proximately 1,600 suites in bedroom and dining room products, many of which are interchangeable, making for greater variety and larger totals. New suites will exceed the 550 mark and there will be in excess of 2,500 new living room and occa-sional pieces. There will be upwards of 42 new finishes, bleaches and tones, and in the vicinity of 172 new designs and colors in fabrics. More than 100 new gadgets, conveniences and spe-cialties have been recorded by ex-hibitors and between 40 and 50 new pieces of furniture serving new and different purposes heretofore un-heard of. Furniture will be made in 39 out of 45 recognized and accepted his-toric styles since Adam and Eve, not including the variations of mod-ern and new concepts of design. A significant indication Is an in-crease in Modern and in furniture having modern influences. As against the January market there will be more new Modern pieces, more Early English and Jacobean than have appeared in several markets. The largest increase will be in Eighteenth Century English, both in case goods and upholstered products. New Eighteenth Century English suites will include: 98 bedroom, 104 dining room and 576 living room and occasional pieces; approx-imately 519 of these in mahogany and 257 in walnut and choice in 123. In Early English furniture there will be upwards of 45 bedroom suites, 33 dining room, 70 or more for the living room, library and occasional pieces, desks, etc.; woods used being oak, walnut, mahogany, and maple. A leaning toward Eighteenth Cen-tury French living room furniture will be manifest in new creations. Of these there are promised 120 living room, library and occasional pieces in a multiplicity of woods, 16 dining room suites in mahogany and walnut and 14 bedroom suites. Satinwood trim and delicate lateral inlays are a feature in a number of these patterns. Approximately 20 manufacturers will show Modern furniture in all types. Of these there will be ap-proximately 56 new suites; in stand-ard woods used, walnut and mahog-any break even, other woods being blister maple, acacia, maple burl, prinzwood and dark bandings. From eight to 10 new Provincial suites, French and Italian, are on the sample griddle for May, largely in walnut. There will be upwards of 20 new living room patterns in this style; and three new Swedish suites are promised in chestnut, oak, butternut. In the American Empire group, including American Colonial, Dun-can Phyfe, American Empire, Fed-eral, Biedemeier, there will be con-siderable activity. Some 32 new bed-room suites in these types and about 20 for the dining room will be shown; approximately 62 new liv-ing room pieces, including uphol-stered products, are promised. Wood content will run from solid mahog-any and walnut to maple and but-ternut. Bleached woods, blanches and blonds are significantly popular. In so-called "unstyled" furniture there will be in the neighborhood of 16 bedroom suites, 12 dining room, 30-40 new occasional pieces. 36 FINE FURNITURE Dramatized Reduction AN unusual promotion planned . by Breuner's, Oakland, CaL, store, was the dramatization of a 10% price reduction by issuing invi-tations in letter form to customers, enclosing an admission card on which the customer's name was hand-written. This card was to ad-mit the bearer and family to the store between 7 and 10 p.m. on the designated night, entitled the hold-er to "a dividend of $1" on each $10 purchase that was made on "Dividend Night." This dividend could be applied on anything except merchandise on which manufac-turers had established resale prices. A guest card was also enclosed with the letter, the customer being re-quired to sign it as a sponsor, could then give it to some friend whom he thought would be interested. In the invitation, Breuner's ex-plained that the purpose of "Old Customer Dividend Night" was to show appreciation to old customers for their patronage, that the divi-dends ran from $1 to $100, accord-ing to amount purchased, that ad-mission would be by ticket only. Realizing that the mere an-nouncement of a 10% reduction on merchandise would attract only a few at the most, Breuner's applied psychology, made the reduction tangible, explained in the invitation: :;You can save $1 on each $10 worth of homefurnishings you buy. For example: You save $5 on each pur-chase of $50; $10 on a purchase of $100; $100 on a purchase of $1000. Every department is included . . . "You can save $1 to $100 on all kinds of homefurnishings on 'Divi-dend Night'." Regarding the guest card, the in-vitation informed, "We talked about this big event to a few of our old customers and they requested per-mission to bring one friend who wasn't a Breuner customer, but who should be. So, we are issuing one guest card to each old customer." The patron was also informed that anything purchased on the night set aside might be put on his account in the regular manner. No. 1 is a gold bedspread valued at $2000 which was shown at Merchan-dise Mart Gift Show by Feika Im-ports; No. 2 is an ensemble style trend exhibit; window display of small rugs. No. 3, is irom Mandel Bros., Chicago, as is the! window displaying popular draperies. No. 4. f o r A P R I L , 1 9 3 7 37 CHET SHAFER "LAZIEST HUMORIST IN THE WORLD" CHANTS A LAMENT Woodcutter. ROD MACKENZIE SHAFER " . . . there's no friendly tread on the floor above." Three Rivers, Mich., April 1 — (Special dispatch to FINE FURNI-TURE). The afternoon sun is bright — flooding in over letters and papers. But it's unusually quiet up here in the offices of the City News Bu-reau today — for there's no friendly tread on the floor above. Vic Van Horn isn't up there any more. They held his funeral yesterday — and buried him over in the Fifth Ward—the cemetery—and—after ten years — it's going to be just a little bit lonely without the sounds of his presence — one flight up. Victor Hugo Van Horn was a photographer. He was of the Old School — of the Wet Plate. He learned his profession under Skinny Anderson, in the days of the cast-iron headclamp and the diamond-seated posing chair. Up in his studio he had a cast-iron masterpiece of a stove— gray-flecked with match scratches. He had a pair of storm alaska rubbers that he wore for 21 years—it would have been 22 next fall, with some patching he just did. He never swept out his place since 1901 — although occasionally someone would do it for him. He accumu-lated his ashes in nondescript con-tainers — and carried them down the stairs and out in the alley — once a year — in the springtime. Only lately he was starting to think about doing this annual chore. Vic came down the other morning with his wife's wedding ring. He said he had to have it en-larged — for the third time — since their marriage. That afternoon he sat on his stool, humped over, doing some re-block-ing. Lollypop Lane was up there — telling about the time he used to run the Kandy Kitchen over in the Burns Block and he bought his first consignment of sody pop and made a window display out of it — and the next day delegations of women from three churches came down and protested. "'They said that's what started young folks on the way to more serious drinkin'," Lollypop said. Then Lollypop remembered the time when Aaron Z. Hatfield ran the Music Store. "Yeh," said Vic, looking up from his work, "an' his feet were so small he had to wear women's shoes." The next day Lollypop was up there and so was Odd Johnson, and Odd was commenting on the wood-en eagle with its claws full of ar-rows that Vic's father — Old Judge Wes Van Horn — had carved out right after he was discharged from the Northern Army. Vic said he was always going to keep that and he went over to loosen up the light bulb that holds back the water in his wooden washing tank. Then he dropped dead. The afternoon sun is going under a cloud now — now out again to cast a bright diagonal shadow over this sheet of copy paper. It's quiet up here in the offices of the City News Bureau — for there's no friendly tread — no foot-steps of understood companionship — on the floor above. Vic — the Wet-Plate Impressario — isn't up there any more. yrs (sgd) Chet Shafer. "They said that's what started young folks on the way to more serious drinking," Lollypop said. 38 FINE FURNITURE Homefurnishing News and Reviews . . . To Assist Englcmder Named assistant to President Max Eng-lander, Englander Spring Bed Co., Brooklyn, N. Y., is Richard Lemberg, Chicago, who has been identified with the administrative, manufacturing and selling phases of the furniture industry for 15 years. Lemberg's creative ability, marketing experience, will play a major role in the direction of styling, production, distribution, in England-er's 1937 expansion program, and the ap-pointment marks another forward step in the development of the Brooklyn firm to a new position of prominence in the bedding and institutional field. G. R. Museum Progress According to recent announcement by Robert W. Irwin, chairman of the furniture museum commission, Grand Rapids, Mich., the Metropolitan Museum of New York has promised cooperation with the new Grand Rapids Furniture Museum, includ-ing a series of loan exhibits of furniture, drawings, and other material. Metropolitan officials characterized the Grand Rapids Furniture Museum, as now planned, "as the only one of its kind in the world." Chairman of the committee for historical exhibits of Grand Rapids furniture, Edgar Somes, has asked that anyone having in-formation of historical Grand Rapids pieces communicate with him; the committee, in-cluding James B. Howard, A. P. Johnson. reports several valuable gifts already volun-teered. The committee is seeking examples made in Grand Rapids from 1870-1880, in-cluding spool beds, late Victorian wash stands, high glass dressers, high beds, the Centennial groups made for the Philadel-phia exposition, walnut trees characteristic of that period; is particularly interested in any furniture made in Grand Rapids before 1860. Other types of furniture wanted include Victorian furniture of the next decade; oak dining room furniture which appeared after the turn of the century sporting carved grif-fins and caryatids reminiscent of the "Re-naissance of the Renaissance"; examples of the earlier mission furniture; the Empire Colonial style in mahogany with S-scroll, pineapple, carved ornament, and veneered columns. Credit will be given donors in the de-scriptive matter placed upon the suites: it is desired that all contributions be free and clear of conditions other than that after they have been donated they will become a part of the museum's permanent inventory; due to lack of funds for exhibits, the museum can accept contributions only. RICHARD LEMBERG . . . Directs Englander's expansion program. G. R. Lounge Leases Space The Grand Rapids Lounge Co., Grand Rapids, Mich., just closed a term lease for space in the north section of the second floor of the Waters-Klingman Building, where their line will be permanently displayed, according to announcement by Peter D'Archangel, General Manager. D'Archangel reports business exceptionally good and sales increasing in the better end of the line. He will have a large number of new samples on display in the Spring Style Market. F. T. Shiverick Vacancies Filled Named vice-president and buyer-mer-chandiser manager respectively for the Tobey Furniture Co., Chicago, were Walter O. Luscombe, Jr. and Louis H. Luttering, to fill the vacancies caused by the death of Francis T. Shiverick. Previous to his appointment as vice-president, Luscombe was a member of the board of directors, which office he continues to hold. Luttering was assistant to Francis Shiverick up to the time of his death. Added to the duties of A. H. Dahike, head of the decorating department, is the buying of living room furniture. Jonathan Tobey Morley has been named assistant treasurer of the firm; S. J. Speicher con-tinues as sales manager. Everybody Sells at Hummel's Talbert Expands Activities The Talbert Lumber & Veneer Co., main office at Cincinnati, Ohio, Band Saw and A eneer Mills at Sardinia, Ohio, have been extensive operators in Indiana, Ohio, and Kentucky for the past 46 years. During this time they have operated 12 mills, pro-ducing all varieties of hardwoods, but have made a specialty of the highest quality of Quartered White Oak lumber and veneers. They have recently added to their previous activities the manufacture of walnut veneers and lumber, specializing in spliced and half-round long wood and walnut butts. They are located in one of the best sections of the country, obtaining the best quality of tim-ber, particularly in walnut and white oak. W. E. Talbert, president of the company, recovered from a recent automobile accident, is again in active management of the affairs of the company. A. F. Vollette, who has been connected with some of the largest walnut manufacturers for the past several years, is now connected with the Talbert Lumber & Veneer Co. B & G "Here's How" ''Here's How", a new merchandising, sales and ad manual for the spring of 1937, re-cently issued by Berkey & Gay Furniture Co., Grand Rapids, is a 32-page booklet, the bulk of which shows sample ads, offers some information for salesmen. The follow-ing ideas are stressed: That people buy good furniture not for utility but for style, beauty, and to satisfy their sense of im-portance; the need for good floor displays and consistent advertising is emphasized. Hummel's Hustlers Every spring L. Hummel's Sons of Potts-ville, Pa., check previous years' sales rec-ords and plan aggressive merchandising drives wherever a low point may have occurred during a former year. In this man-ner, the valleys are disappearing, and the general average of monthly sales volume is climbing steadily. In such sales meetings as this, preliminary plans are worked out, and last minute instructions are given by store executives. Present in this group are, back row, left to right: Oscar Hummel, Harry Hummel, O. Lee Hummel, C. C. Burkhart, John M. Morrison, J. Weston, Tony Walheiser and Charles Hummel; front row, left to right: Benny Roder, George Hockgardel, Herman Napholtz, George Knowles, Tommy Smeltzer, Fred Schrimpf and William Moser. Hummel's employ forty-one persons in their organization. Mahogany Ass'n Bulletin Declaring that it is to be hoped that the Federal Trade Commission will promptly hand down a final decision in respect to the use of the name mahogany so as to prevent further deception of the purchasing public through the device of geographical prefixes, a lengthy bulletin has been issued by the Mahogany Ass'n dealing with the status of African mahogany and "Philip-pine Mahogany". Ass'n bulletin states that recent statement made by the Philippine Mahogany Manufacturers' Import Ass'n to the effect that "the Federal Trade Com-mission's rulings established the names 'Philippine Mahogany' and 'African Mahog-any' as proper names for the Philippine and f o r A P H I L . 1 9 3 7 39 NOTICE To Owners of Retail Stores, Manufacturing Plants and Jobbing Houses If you want to retire from business — liquidate your mer-chandise stocks, fixtures and equipment, FOR SPOT CASH — collect accounts — and where desired, lease your building — Write, wire, phone or mail coupon below for full details of our NEW PLAN of liquidation, now being used by some of America's largest retail, manufacturing and wholesale houses. The plan will be sent free of obligation on request — all cor-respondence and results of our plan will be held in strictest confidence. RAPIDS LIQUIDATING CO. Liquidators of Retail Stores, Manufacturing Plants and Jobbing Houses FIRST FLOOR PENINSULAR BUILDING GRAND RAPIDS, MICH. GRAND RAPIDS LIQUIDATING COMPANY, First Floor Peninsular Building, Grand Rapids, Michigan. Gentlemen — Please furnish us, free of obligation, details of your new Liquidation Plan. Please check below. • HAVE REPRESENTATIVE CALL Q MAIL DETAILS OF PLAN Firm Street Gty State Address reply to PLEASE CHECK We want to liquidate • Merchandise Q Fixtures • Collect Accounts • Lease our building We appreciate your mentioning you saw this in FINE FURNITURE 40 FINE FURNITURE Homefurnishing News and Reviews African woods respectively," has given rise to much misunderstanding among manufac-turers of wood products. Declares the Mahogany Ass'n bulletin, "The Federal Trade Commission has never issued any formal decision or formal ruling in respect to African mahogany; until the commission issues a formal decision, affirmed by the courts, no person manufacturing articles from African mahogany need use the prefix 'African' in the advertisement and sale of such products." According to the current bulletin, the Federal Trade Commission is now engaged in an informal investigation as to whether there is any substance in the contention put forward by those interested in Philip-pine hardwoods that African mahogany is not in fact genuine mahogany and is not entitled to the use of the name mahogany. It is further pointed out that "'Philippine Mahogany" is a trade name applied to red Lauan, white Lauan, Tanguile, and various other Philippine hardwoods belonging to a different tree family from that which pro-duces genuine mahogany. A petition is said to be pending before the Federal Trade Commission as a result of extensive surveys by the National Better Business Bureau which asks that the use of the name mahogany or any other name of similar import, in connection with the advertisement and sale of these Philippine hardwoods or products made therefrom, be prohibited. Simmons' Outlook Good President of Simmons Co., Grant Sim-mons, at the annual meeting of the com-pany held in New York recently, stated that orders for the first two months of this year were substantially ahead of those of a year ago; that the outlook is very bright for the rest of the year. Simmons disclosed that during 1936 the company purchased and sold approximately 60,000,000 yards of cloth through its sub-sidiary, the Rosemary Co., of which the Simmons Co. purchased 23%. Net income for 1936 was $4,003,306, of which bedding business netted $3,200,000, textile business approximately $825,000. Vacancy created on the directorate by the resignation of H. R. Drummond was filled by O. G. Pritchard; stockholders ap-proved registering the $10,000,000 deben-tures which the company announced a few weeks ago. Bosse Heads Hardwood Ass'n Selected to head the Hardwood Dimen-sion Manufacturers Ass'n, Louisville, Ky., was Louis J. Bosse, former cost and pro-duction manager of Globe-Bosse-World Fur-niture Co., Evansville, Ind. Field cost en-gineer concerned with consulting and edu-cational cost work in various furniture cen-ters throughout the country as a member of the National Ass'n of Furniture Manu-facturers, in 1935 Bosse became manager of the bureau of accounting for the Na-tional Ass'n. Incorporated in 1930, the Hardwood Dimension Manufacturers' Ass'n issued the first rules of grade covering the products of this industry in 1931. New rules issued in 1936 in conjunction with the Bureau of Standards of the U.S. Department of Com-merce, made it necessary for all Associa-tion members to render certificates of origin with invoices indicating that the product is manufactured in accordance with the high standards which the Association has established for its members. ft Detroit Union to Meet A meeting has been arranged between the Detroit Furniture Salesmen's Union. No. 742, affiliated with the A. F. of L. and a committee from the Furniture Dealers Ass'n which will be held for the discussion M A R K E T S Jamestown April 26 to May 5 Grand Rapids April 28 to May 8 Chicago Furniture Mart and Merchandise Mart May 3 to 8 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 of reduction of hours and complete closing on Sunday. At a recent meeting of the salesmen's union a number of members working in neighborhood stores stated that they were subject to long hours of work, running from 54 to 75 hours per week, in-cluding seven days and nights. The Detroit furniture union is one of the strongest locals among unions with a membership that includes a considerable number of both large and small stores in downtown and outlying sections. All union men in this area in buying furniture are urged to ask the salesmen to show union card before making purchase. Furniture Mirs. Ass'n Meets New director of the Furniture Manufac-turers' Ass'n elected at the annual meeting held at the Los Angeles Furniture Mart is Herman Kranz, vice-president of Morris Furniture Manufacturing Co., to succeed Joseph Siskin, vice-president of Los Angeles Furniture Manufacturing Co. President of Los Angeles Period Furniture Co., Julius Fligelman. and president and owner of Gil-lespie Co., F. H. Gillespie, were re-elected, the other six members of the Board to remain in office for terms which vary from one to three years. A gain in retail buyer attendance of 60% at the Mart was reported for 1936; 17,256 buyers having been registered for the year 1935 as compared with 29,776 buyers in 1936. Retailers visited the Mart from 40 states, from Canada, Mexico, Hawaiian Is-lands, the South Sea Islands, Australia, South and Central America, and New Zealand. "Chair oi the Month" A '•Chair of the Month" program has been established by the California Chair Co., Los Angeles, in which a special num-ber is offered to the retail trade each month to retail at approximately $20. According to Roy Bodine, one of the owners, special effort is made to stress quality in these chair specials, literature with enclosed up-holstery fabric sample being sent each month to 2500 dealers. The Mahogany Question Local representative of the Philippine Mahogany Manufacturers' Import Ass'n, D. R. Forbes, has declared that the question of Philippine mahogany versus so-called gen-uine mahogany was settled by the Federal Trade Commission six years ago. Forbes explained that with respect to Philippine mahogany, the matter was settled by stip-ulation whereby a number of the larger im-porters agreed to use the prefix "Philippine" when referring to their type of mahogany; that the trade is abiding by this ruling. According to Forbes, the Federal Trade Commission has thus far declined to reopen the case against the Philippine association; that no investigation is under way in con-nection with Philippine mahogany. An informal investigation of African ma-hogany to determine whether or not it is genuine and entitled to the use of the name mahogany, is being carried on by the FTC, although no formal complaints have been issued in this connection, it is said, and FTC officials decline to comment. Gutterson and Rau to Speak To give the individual floor covering and furniture dealers a better view of manufac-turers' products, Herbert Gutterson, presi-dent of the Institute of Carpet Manufac-turers of America, at the invitation of Ros-coe R. Rau, executive vice-president of the NRFA, will visit important cities in the Southwest during late April to attend group meetings of retail furniture and department store executives. Both Gutterson and Rau will be featured speakers at the State con-vention of the Retail Furniture Ass'n of Texas to be held in Houston, April 19-20. Gutterson will present to this group the activities sponsored by the institute to stim-ulate consumer interest and sales on Amer-ican- loomed, wool pile carpets and rugs. At this convention, Textiles Education Bureau will present an educational fashion show. Home Furnishers' Meet Elected president of the Home Furnish-ers' Ass'n of New England was Morris Bernstein of the Edward Caldwell Co., Woburn, Mass. Howard Josselyn, C. E. Osgood Co., was chosen treasurer, Alonzo E. Yont, secretary and attorney. i o i APRIL, 1937 41 HOOKING the OLD HORN/ At the Tender Age of One Year THE first time we sailed our skimmer at the publication hatrack and sent out a NEW and DISTINCTIVE magazine we gave the furniture field exactly what it wanted. The entire trade gave us a big hand. That was just a year ago. Read our "Boiling Wake" page and we believe vou'll admit we've registered a bull's-eye for reader interest. Applause isn't all from retailers, either. Volume of advertising is increas-ing and this number carries several new national accounts. So the manufac-turers like us, too! More worthwhile editorial features are being added each number — that's only one reason why. There isn't a furniture retailer, designer, manufac-turer's salesman or manufacturer who can afford to miss reading FINE FURNITURE MAGAZINE. And it's EASY TO READ, too! So hang up your hat and set awhile. You're in swell company. (The "ante" is small, too) TWO DOLLARS A YEAR Three dollars for two years Four dollars for three years FINE FURNITURE MAGAZINE | Circulation Manager | FINE FURNITURE MAGAZINE | 155 Ottawa Ave., N. W. I Grand Rapids, Michigan | Please enter my subscription to FINE j FURNITURE for years. I Check is enclosed • Please bill me • I Name I Store City ! We a-ppreciate your mentioning you saw this in FINE FURNITURE 42 FINE FURNITURE Homefurnishing News and Keeler Air-Cooled The Keeler Exhibition Building, Grand Rapids, will be the first building of its kind to be entirely air-conditioned; equipment to be completely installed in time for the opening of the Spring Style Market, April 28, according to James J. Ryskamp, man-ager. The equipment room on the top floor of the building occupies 1200 square feet and 100,000 cubic feet of cooled air is forced through the air system per minute. All exhibition spaces have, therefore, a com-plete change of 75% re-circulating air and Keeping Keeler BIdg. Cool 25% fresh air each minute. To complete the new system, 12 tons of equipment were required, 500 gallons of 51 degree water being pumped per minute to maintain proper temperature throughout the building. S. Ceil. Retail Ass'n News The appointment of two field secretaries, O. R. Roberts and Carroll A. Stilson, has been announced by the Retail Furniture Ass'n of Southern California. Roberts and Stilson will specialize in the development of appliance programs and their policing. According to Phil Battelle. executive-secre-tary, the Ass'n has been vigorously attack-ing the various trade evils which have prevented its membership from making rea-sonable profits; has now developed com-plete programs which are in effect in con-nection with furniture, floor coverings, gas ranges, refrigerators, draperies, Venetian blinds. Winston-Salem Ass'n News Announcement was made that the spring opening of Winston-Salem, N.C., furniture houses was to be April 8, at a recent meeting of the Retail Furniture Dealers Ass'n, at which a committee to handle pub-licity for the opening was named, including A. E. Fowler and H. G. Lewis, H. H. Jones Co. L. F. Herndon, president of the asso-ciation, tendered resignation as he is to be transferred to Haverty Furniture Co.. Dal-las, Tex.; A. E. Fowler, vice-president of the association, was named president; Frank Morris, vice-president. Public accountant, Carbis A. Walker, spoke at the meeting, tracing taxes from their origin to one of the newest forms, social security assess-ments. Magnet-O-Sign Kit A variety of sign kits with movable mag-netic letters for all types of retail stores, manufactured by the Magnet-O-Signs Corp., Chicago, 111., are available for making pro-fessional looking bulletins, announcements, show cards, price cards. Magnet-O-Sign let-ters, numerals and characters have per-manent magnets imbedded in them which adhere to the metal backgrounds furnished with the kits; no adhesives, slots or pins being required to hold letters in position. Backgrounds are of sheet metal, finished in wide variety of forms, are easily washed and letters are furnished in three sizes in any colors. Kimerly-Shaw, Inc., Opens Kimerly-Shaw, Inc., new retail furniture store opened at 1206 W. Michigan Ave., Jackson, Mich., April 10, following an extensive remodeling, redecorating campaign. Officers of the new corporation are: Pres-ident, B. L. Davies: vice-president, H. E. Shaw secretary-treasurer. Ursel Kimerly. Davies is head of the Michigan Seating Co., Grand Rapids; Shaw was formerly connected with the service department of the Michigan Seating Co.: Mrs. Kimerly, a graduate of Chicago Art Institute, has had extensive experience in decorating. The new firm offers lamps, gifts, pottery, furniture, featuring Modern and 18th Cen-tury English ensembles. Facilities offered to patrons include home layouts, arrangement suggestions, color schemes and advice con-cerning period groupings. Eagle-Ottawa Presents C. E. Iknim, in charge of the Eagle- Ottawa Leather Co. space, first floor. South, Vv aters-Klingman Building, announces that all furniture salesmen and furniture de-signers visiting the company's colorful dis-play during the Spring Market, will re-ceive a complimentary gift of an unusual leather article. With increased space the display will feature the new colors available, demonstrate the many uses for leather in furniture. Display at Merchandise Mart Warren Furniture Co., 215 W. Ontario St.. Chicago, has leased space at the Mer-chandise Mart, as has the B. R. Smith Chair Co.. Inc., Owensboro, Ky., the latter having leased 1,148 square feet. Goldstein Moves Offices Xew York representative of the Empire Case Goods Co., Jamestown, X. Y., Coch-ran Chair Co.. Aurora, Ind., Harry W. Gold-stein has moved his offices from the New York Furniture Exchange to his residence at 23 West 73 rd St. , A Furniture Mart Forecast Anticipating a sane, healthy spring mar-ket, with a substantial attendance of some 2,500 buyers, officials of the American Furniture Mart and approximately 850 homefurnishings exhibitors are preparing to give buyers attractive new merchandise, real values and merchandising helps. According to Mart officials, expectations are that the 1937 spring market will differ from mid-season markets of the past few years in that certain economic conditions tend to have a stablizing and healthy effect upon buying. The recent flood in the Mississippi and Ohio river valleys has opened a large replacement market and con-siderable buying is expected to fill these demands. With salaries and wages up and living standards rising to a higher level, a demand for more luxury merchandise is anticipated. Magnets Hold Letters In forecasting styles, it is believed that 18th Century styles and those of the Louis' will have some competition from Queen Anne and French Provincial models. Experience has taught master finishers the possibilities of working with bleaches and buyers attending the spring market will find that walnut has taken on a new mellow golden color (a number of the French and 18th Century suites will appear in this wood) and that many of the suites, due to the expert use of bleaches and fin-ishes, will have new beauty and richness closely resembling the color and beauty of the original creations. Highlighting and shading has in many instances replaced gilding and fancy veneering and the new suites will be simpler in line and richer in color, relying upon finish, beauty of the wood and careful carving* for distinction. In the low end where modern is now the undisputed leader, it is believed hard-ware will be one of the most important features of the suites, which for the most part will follow simple, conservative basic lines. In the tipper bracket, modern is expected to make its appearance in maho-gany to a greater extent than heretofore and in many instances it is expected to be in direct competition to 18th Centurj styles. There is an excellent possibility that s number of cherry suites, both in blond« and natural colors, will make their appear-ance, a few introduced in January having been well received by the dealers. Oyster white oak in dinette suites and paste! tinted oaks seem to be one of the out-standing successes of the current season f o r A P R I L , 1937 43 VALUES That will Surprise You! The Desk Sensation of the Spring Market No. 139, Victorian Kneehole Desk, $35 Five-ply Mahogany or Walnut Tops Other Desks Priced As Low As $21.90 1424 AMERICAN FURNITURE MART BAY VIEW FURNITURE COMPANY HOLLAND MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE 44 FINE FURNITURE JOURNEY'S END HYMAS—Salt Lake City. Utah Willis LaRoy Hymas, part owner of the Eleventh East Furniture Co., died March 5 following a heart attack. HERMANSON—Dell Rapids, S. D. H. J. Hermanson, 68, furniture dealer for 31 years in Dell Rapids, S. D.. died March 10. RUSSELL—Cleveland, O. Dr. Bert S. Russell, 59, president of Vincent-Barstow Co. for 20 years until about five years ago, died March IS of a heart attack at his place of business, the Premier Furniture Co., Cleveland, 0. \ VAN AUSDAL—Dayton, O. Charles Van Ausdal, 72, for many years head of I. and C. Van Ausdal, homefurnish-ers and decorators, Dayton. O., died March 12 in Philadelphia. OSSIAN—Sioux City, la. Clemens F. Ossian, 43, a member of the Moore-Ossian Furniture Co.. Sioux City, la., died March 15, at his home, following a long illness. C L A S S I F I E D A D S Classified rates: Undisplayed, 5 cents per word. Minimum charge $2. Display rate, $5 per column inch. One inch minimum. Minimum display advertise-ment accepted, 2 inches. Classified charges payable in advance. Ten per cent discount for three or more insertions. PLANT MANAGER, FACTORY SUPER-INTENDENT • Furniture and Allied lines. With Industrial Engineering background and 23 years' practical experience. Highest type executive, broad experience. A producing works manager and production man with ability to assume entire charge. Married. Age 43. Box 140, FINE FURNITURE, Grand Rapids, Michigan. GRAND RAPIDS UPHOLSTERED LINE • Suites and chairs (see adv. in this issue). Prefer man who has covered territory and sold the better stores; and with a knowledge of upholstered furniture. Commission basis only. GRAND RAPIDS LOUNGE COM-PANY, 1610 Marshall Ave., S. E., Grand Rapids. Mich. WANTED • A good retail furniture sales-man with decorative knowledge and ability and a proven sales record. Inquiries confi-dential. The J. F. Bennett Studios, Inc., Toledo, Ohio. WANTED • Reliable sales representatives for an attractive line of portable electric lamps for the furniture and allied trades. Product nationally known. Liberal commiss-ion. State qualifications, references, terri-tory and lines now handling in first letter. Box 132, FINE FURNITURE, Grand Rapids, Mich. COST ACCOUNTANT AND PRODUC-TION MANAGER • Now employed de-sires change to permanent and better posit-ion. Capable of installing and operating cost system and budgetary control book-keeping methods. Eight years furniture experience. College graduate. 32 years old. Married. Excellent references. Box 135, FIXE 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. DESIGNS, DETAILS of AMERICAN FURNITURE ANTIQUES from 1675 to 1875 Copies of interesting old furniture made accurately, also designs of bedroom and din-ing room groups, as suggested by these old pieces.—L. E. Morehouse. North St., Greenwich, Conn. William W. Flusser Furniture Representative 42 East 32nd Street Xew York City Chicago Office —15If E. Erie St. FULL COVERAGE FINE FURNITURE display and class-ified advertisements reach the cream of the retail furniture trade, covering retail furniture and housefumishing stores, department stores with furni-ture and housefumishing departments and interior decorators. Reader interest, large distribution and low cost of advertising, distribu-tion considered, make FINE FURNI-TURE a sure fire medium for maximum results. Full information and rates on request. Address Fine Furniture Magazine Grand Rapids Michigan W L K1MERLY — STl/DI O — WATERS-KLINGMAW BLQ, Gr«i.tVt> MAILING LISTS POLKS Subscribe for FINE FURNITURE $2 per year in United States GET OUR FREE REFERENCE OOK^W MAILING |LIST 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. •*•»'.' 1 STORAGE MOVING Packing Shipping Phone 9-3293 BLODGETT PACKING & STORAGE CO. f o r A P R I L , 1937 45 1837 1937 Illustration by courtesy of Vander Ley Brothers. We Return to VICTORIAN! This welcome revival of one of America's outstanding designs in furniture demands the true Victorian treatment of finish — De-signed exclusively for this individual style. Authentic results are assured with Victor-ian Mahogany No. 1031 and Victorian Wal-nut No. 3342. Indorsed and recommended by foremost furniture designers. Let us supply your finish-ing requirements for your Victorian Mahogany and Walnut creations. Finished color panels will be included with initial shipment of color mate-rials. GRAND RAPIDS WOOD FINISHING CO. Grand Rapids, Michigan We appreciate yout mentioning you saw tins in FINE FURNITURE 46 FINE FURNITURE FIRM NAME AKRON FURN. CO.f ALBERT'S FURN. CO. ALMO FURN. CORP AMARILLO FURN. CO.f AMERICAN FURN. CO.* APEX HOME SUPPLY STORE ARMSTRONG, INC CHAS. I. BARRON CO.* BASE LINE FURN. CO.f BRIDGES FURN. CO COOK FURN. STORE EAGLIN FURN. STORE EAST TO WEST STORES ELECTRIC SALES CORP. GLAZIER FURN. STORE HAHN FURN. STORE HANNAH FURN. STORE HANSON FURN. CO HAROLD FURN. CO HILL FURN. CO.* HOOPER FURN. CO.f (Formerly Ford-Levy) HOUSEHOLD APPLIANCE CO. HOUSEHOLD UTILITIES CO. HUDSON'S FURN. STOREf HUMBOLDT FURN. CO IDEAL FURN. STOREf ^Branch store or N EW CITY Akron O. Hempslead, N. Y. Yonkers. N. Y. Amccrillo, Tex Milwaukee, Wis. Phoenix, Ariz. Memphis, Term. Zanesville, O. San Bernardino, Cal. Charlotte, N. C Columbia, Tenn. Madison. Ind. Des Moines, la. Petersburg, Va. Wabash, Ind Pittsburgh, Pa. Blanchester, O Worthington, Minn. Pittston, Pa Moline, 111 Phoenix, Ariz. Saginaw, Mich. Kansas City, Kan. Princeton, 111. Humboldt, la. Toledo, O. unit of chain. S T O R E S STREET AND NUMBER 209 S. Main St. Front St. New Main St. Polk St. W. Lincoln Ave. W. Washington St Main St. E Street S. Tryon St. S. Main St E. Main St. Locust St. Wythe St West Canal St Braddock Ave Tenth St. S. Main St. Fifth Ave . . . . W. Genesee Minnesota Ave Monroe St "^Change PROPRIETORS Max Bear N. Albert, S. Albert Chas. Albert, M. Rosenthal, E. T. Burk J. Grant . Owen Armstrong .A. N. Davidson Ed Woli, J. Bolles J. H. Bridges Frank Cook Ida Eaglin J. L. Smith . S. B. Carter A. Glazier .A. L. Hannah N. L. Hanson H. Howell R. S. Hooper C. J. Lacey . E. D. Jarnette E. Raslow L. L. Goodson of name or address. DATE OPENED March 10 March 6 March 14 March 4 March 15 March 6 . Feb. 29 March 27 April 1 April 1 March 15 March 11 March 10 March 15 March 20 March 19 March 20 March 9 March 11 Feb. 22 March 13 March 27 Feb. 20 Feb. 12 March 12 March 9 MODERNIZATION AT SCHOENFELDS1 WITH A VIEW to making shopping for homefurnishings as leisurely and comfortable a procedure as can be arranged, the third generation furniture men Schoenfelds of Seattle, Wash., have started a $100,000 modernization program by which they plan to make the new Schoenfelds' Standard Furniture Co. one of the most beautiful and inter-esting furniture stores on the west coast. Large show windows for display purposes are a feature of the outside of the building; many specialty shops within constitute the merchandising theme. A lounge and writing room for the convenience of customers is one of the new service provisions. \ l o r APRIL, 1937 47 \ • • ' / i i HIGH in QUALITY— Low in COST i -A • • • ! 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 FURNITURE 48 FINE FURNITURE N FIRM NAME KENMORE FURN. CO KIMBRELL FURN. STORE* LANDAU FURN. CO.f LEATH & CO LOEB FURN. STORE LOOMIS FURNITURE CO. LOORY'S FURN. STORE MARTINSBURG FURN. CO MILLER'S DEPT. STOREf MULWITZ CO.* NEFF FURN. CO.f NICKLAS FURN. CO PRATT FURN. CO RABB-SMITH CO REDD FURN CO.f RHODES-DAY FURN. CO.f RUSTIN FURN. CO.f SHARP FURN. CO.. G. C. STANLY FURN. CO.f (Formerly Morgan Furn. Co.) SURRY FURN. CO SWEET FURN. STORE TRAVALINI FURN TREECE-HARDIN FURNITURE CO.f WOLFE FURN. CO. EW STORE CITY Kenmore. N. Y. Charlotte, N. C. . . Wilkes-Barre, Pa. Saginaw, Mich . Marion, O. . Enid, Okla. . Dover, N. J. Martinsburg, W. Va. Knoxville, Tenn. . . Greenwich, Conn . Cresco, la . Martinsburg, W. Va. . . Boise, Ida . . Greensboro, N. C. . . Toledo, O Taylorsville, N. C. Columbia, S. C. . . Lexington, Ky. . . . Albeimarle, N. C Elkin, N. C . Twin Falls, Ida. Richmond, Cal. Colorado Springs, Colo. . Houston, Tex S Contin STREET AND NUMBER . Delaware Ave. East Trade St. S. Main St. N. Franklin St South Main W. Blackwell St. W. King St Gay Ave Greenwich Ave. S. Queen St. . Main St N. Elm St. 206 Main St. 1715 Main 343 W. Short St N. First East Main St E. Main Ave. MacDonald Ave 28 S. Tejon . Main St ued PROPRIETORS H. Sapowitch .. H. E. Hilles . . . H. Landau . .. R. M. Scallin . . A. L. Loeb . .. C. E. Loomis H. Loory . R. C. Kilmer ..]. D. Varnell ...C. R. Neff . . . Arthur Krauss Frank Pratt . . Wm. Rabb, R. Smith . . Dale Redd .. C. Elledge, A. Hadley . . . W. D. Rustin G. C. Sharp . Carl Wood . W. Darnell . . Bert Sweet . R. Travalini Lee Treece . . . H. Goldstein DATE OPENED Feb. 11 Feb. 12 March 25 March 12 . . . M a y 1 . March 4 Feb. 19 March 12 March 7 April 1 . April 1 March 10 . Feb. 13 March 10 March 16 Feb. 18 Feb. 28 Feb. 11 March 2 March 5 . April 1 . March 6 Feb. 28 March 21 ^Branch store or unit of chain. •fChange of name or a

Date Created:

1937-04-01T00:00:00Z

Data Provider:

Grand Rapids Public Library (Grand Rapids, Mich.)

Collection:

2:4

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/122