Fine Furniture; 1937-10/11

Notes:

Issue of a furniture trade magazine published in Grand Rapids, Mich. It began publication in 1936. and MAGAZINE JOHN A. VANDER VEEN . . . his vras the helping hand (See page 30) October-November • 1937 Two dollars a year 20 cents a copy Grand Rapids, M i c h i g a n *VJ 6336 6335-1 I * 6606 ^ ^ >: •; ** r"--- -••• • • • > . • - k \ - • . • * • • 6610 A COMPLETE and SUPERB SHOWING at GRAND RAPIDS The six wing chairs, shown here, are only a small part of the 76th complete showing of wing chairs, lounging chairs and barrel chairs that will be on display at the James-town Lounge Space, 3rd floor of the Waters- Klingman Building. Two-piece suites, davenports and sofas will round out a beautiful display of lounging furniture in the higher price brackets. Also new additions have been made to the well-known line of Feudal Oak. This furniture is more popular than ever and is a steady profit producer for hundreds of dealers. See the Jamestown Lounge Upholstery and Feudal Oak displays at Jamestown or Grand Rapids. At JAMESTOWN . . October 27 to November 6 At GRAND RAPIDS . . November 1 to 6 JAMESTOWN LOUNGE CO. Jamestown, N. Y. Jamestown Lounge Company's 76th showing at the Waters-Klingman Bidg. FLASH! DON'T MISS our Showing of Promotional Chairs for H O L I D A Y S A L E S . . . SMART DESIGINS . . . NEW FABRICS for Immediate Delivery Our Complete Line, Augmented with Many New Patterns, will Also Be Ready Display at Factory Showrooms o£ the GRAND RAPIDS CHAIR CO. MICHIGAN FURNITURE SHOPS, Inc. GRAND RAPIDS MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE N F W a n ^ exceP*'ona"y 1 1 L W interesting concepts in A. will be shown at the November Market Be sure to see the entire line. It includes coffee, cocktail, end and lamp tables, bookcases, secretaries and dinettes in both modern and traditional; designed and priced to sustain the Hekman reputation for fast-selling, profitable occasional furniture. Reproduction of an 18th Century chest with the added utility of a desk. Serving tray slides in and out beneath the permanent glass top of this d e l i g h t f u l coffee table. - w Two convenient drawers odd to the u t i l i t y of this excellently designed cock-tail table. HEKMAN FURNITURE CO. EXHIBIT WATERS- — B A »J IN n A a • IN C KLINGMAN BLDG. GRAND RAPIDS FlNC FURNITURC the Homefurnishing Magazine from the Furniture Style Center of America VOLUME 2 1937 NUMBER 10 GEORGE F. MACKENZIE, President PHIL S. JOHNSON, General Manager ROD G. MACKENZIE, E d i t o r OCTOBER-NOVEMBER Boiling Wake Page Nine The New Triumvirate, by Rod Mackenzie Model Home Styled on a Budget Furniture Frolics, by Ray Barnes Venetians, Moderns from the 12th Century... New Trucks Have What It Takes What Do You Know, and Are You Sure?.... You Take It from Here, by Ruth Mclnerney The Sketch Book, by Aurelio Bevelacqua In Furniture, Brassware Indicates Breeding, by Phyllis Field Cooper Retailing Tips and Features Man On the Cover Yes, We Grow Mahogany From The Museum of Fine Arts 7 9 11 14 16 17 20 22 23 24 27 28 30 31 32 Directory of Grand Rapids Furniture Salesmen's Club... 34 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. f o r OCTOBER-NOVEMBER, 1937 COMPLETE NEW MODERN LINE OF LATEST CREATIONS Long recognized as a leader in the Modern field, every suite in the RED LION FURNITURE CO. line was designed with the idea in mind of maintaining its established style leadership. Only through meticulous adher-ence to construction, workmanship and finish, has this been accomplished. - • « : • • • • • > * ' • Nc. 408 D. d 1/ No. 208 Dresser EXHIBITION SPACES . . . NEW YORK FURNITURE EXCHANGE - N E W Y O R K WATERS-KLINGMAN B U I L D I N G - G R A N D RAPIDS RED LION FURNITURE CO. RED LION PENNA. We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE We're OPTIMISTS... and who wouldn't be when one's furniture marches off the retail floor necessitating reorders that have kept us busy right through the year? A careful examination of the new covers and numbers you will find in our space this November will show why we continue to be optimistic . . . for it is one of the sweetest lines we've ever been able to offer at a mid-season market. YOU are especially invited to see this showing and learn what it is doing to keep quality sales volume up for hundreds of stores throughout the country. 5th Floor, Keeler Building Vander Ley Bros. GRAND RAPIDS, MICHIGAN Sofas, Chairs, Love Seats, Rockers and Tables. If not attending Market, write for photos, prices and newspaper mats for featured promotions. Distinguished... by Dealer Acceptance from Coast to Coast The sensational reception of MICH-IGAN ARTCRAFT CO. tables is best exemplified in the volume of reorder business now being received. No. 6065 Including modified Chippendale, pro-motionally- priced dropleafs and clever Modern, there will be over 30 new numbers in our exhibition space at the Fall Market — KEELER BUILDING GRAND RAPIDS New ensembles, 4 to !> various type tables in a group, at a unit price, in both Modern and Period styles. Michigan Artcraft Co., inc. SPARTA MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE EVIDENCE X of the TREI1D 0 LEATHER in the > [JLY MARKET A K:~"•*>-." .'•••'-••i-isi ^ @ - * - - And Preference for EAGLE-OTTAWA FINE LEATHERS will be even more evident in November Because style conscious manufacturers who are desirous of supply-ing their alert trade with the most complete lines are aware that Eagle-Ottawa's current leather lines are not equalled for wide color range, enduring wearing qualities, rich beauty and diversity of application. Therefore, Eagle-Ottawa leather, by any plausible forecast (to say nothing of sales records), will be more in evidence in the November Market than in July, which at that time completely dominated all showings where leather was displayed. Consult your nearest Eagle-Ottawa regional sales office for expert and con-structive assistance in any leather problem you may have, or, if you prefer communicate direct with the main office at Grand Haven, Michigan, so that you, too, may be fully prepared to cash in on this obvious trend to leather. Note: An impartial survey of exhibiting manufacturers in the Grand Rapids' July Furniture Market revealed the fact that the most outstanding feature of all the showings was the increased use of leather as a decorative accessory as well as a practical, long wearing covering. Candid camera "shots" made at the time are reproduced here. During Markets see our exhibits at the Waters-Klingman Bldg., Grand Rapids J- Exposition Bldg., High Point EAGLE-OTTAWA LEATHER CO. GRAND HAVEN, MICHIGAN SALES OFFICES New York 2 Park Avenue St. Louis, Mo 1602 Locust Stieet Chicago 912 W. Washington Blvd. Los Angeles, Cal 1012 Broadway Place High Point, N. C 900 North Main San Francisco. Cal 615 Howard Street Portland. Ore 1235 N. W. Glisan StrBBt FINE FURNITURE GET YOUR M E R C H A N D I S E Each of the 189 creative furniture leaders exhibiting here is doing his utmost to make the coming Market the greatest Mid-Season showing of furniture ever held. Each exhibitor has prepared many new and interesting things—novelty furniture for Christmas—items for your February Sales —merchandise in all price ranges ready for immediate or "after-inventory" shipment. While here, at the Merchandise Mart, don't forget the nation's leading lamp and shade, floor covering, house-wares and appliance, curtain and drapery manufacturers are showing many new items not seen on your last trip. MID-SEASON F U R N I T U R E M A R K E T NOv" 1-6 THE MERCHANDISE MART The Great Central Market CHICAGO Wells Street at the River We appreciate your mentioning you saw this in FINE FURNITURE f o r OCTOBER-NOVEMBER, 1937 THE BOILING WAKE Appreciation I have just finished reading the fine article you have been so kind and consid-erate to write regarding my past, present and future, and I have not the words to express to you my sincere appreciation. I say this from the bottom of my heart. T. A. D., New York. It's a Date Thank you for the corsage of approbation. The woodcuts sure are the bee's breakfast, especially the one that typifies the spirit of romance. Whom did you use as a model? The whole magazine is a honey from car-pet slippers to Ipswich, with special mention for "How Much Do You Know?" My score this month was below 70. Guess I'll need some extra coaching from teacher. Think I'd better stay after school? R. M., Chicago. "CASEY" CLAPP • Whose scrivenings on merchandising principles and prac-tices keep his chin continually in line with the "Boiling Wake" barrage. Tem-pered with the salt of humor, the ex-marine quill driver's writings are per-ceptive and piquant. 0 Okay, Pal Just this moment received my copy of FINE FURNITURE and on page 12 you have a great write-up. I would like you to send me 12 copies. J. L., New York. Ask George We have a mahogany table, the top of which is one solid piece, 48 inches wide by 58 inches long by 1% inches thick, and has a beautiful grain. This piece is believed one of the largest and possibly the largest single piece in America. Please give us your advice about adver-tising this table for sale. J. H. D., Thomasville, Ga. We did ask George Lamb, secretary of the Mahogany Ass'n, regarding the table top mentioned in the foregoing letter. And George, quite naturally, found a larger one. —The Editor. He Knows Your letter to FINE FURNITURE MAGA-ZINE has been referred to us by Mr. Mac-kenzie, the editor. The table top you mention is doubtless After a ship has passed, there is left immediately behind a wake of rough water—bubbling, seething and "boiling," particularly if the ship is driven by a propeller. The more active the propeller, the more "boil-ing" the "wake." When each month's publication of FINE FURNITURE goes through the mails to the stores, there takes place a seething, bubbling, "boiling wake" of favorable and un-favorable comment and opinion, and — oh, hell, it means READERS' OPINIONS to you.'—The Editor. one of the larger mahogany table tops to be found in this country, but it certainly is not the largest piece which we have seen. The largest single piece of mahogany that we have ever seen is in New York and is 35 feet long, 5 feet wide, 4 inches thick, with-out a blemish. A mahogany plank 48 inches wide is exceptional, but not unusual. The length of 58 inches is, of course, very short for mahogany as we frequently cut planks up to 30 feet long. The value of your table would be largely in its design and finish or its historical asso-ciations, for although the top is unusual, it is not exceptional enough to command any particular premium in the way of price. G. N. L., Chicago, 111. 0 Duck, Ray The idea which you originated is good and as for the execution of Barnes, I am in favor of it. J. B., Grand Rapids. We'll Try After struggling with your "What Do You Know", I've decided that I better go back to furniture school. Besides, it makes me mad when I find out that the questions are ones that I should know. But it's a swell feature. Keep it up. P. K., Oklahoma City, Oklahoma. A \ "ROD THE RED" MACKENZIE • On whose slender shoulders falls the full fury of "Wake's" deluge. "Readers' Opinions" are the beacon light guiding the editor-woodcutter's selection of ma-terial. His job — to cut and try, yours but to read and sigh. You're Smart Glad to see that you've started a new series of Museum pages. This is truly a fine idea as it encourages, or should encour-age, young sales persons to learn more about furniture history. In this connection your page of questions — (What Do You Know?) is not only interesting, but instructive. Personally, I clip these pages and keep them in a scrap-book as they contain a lot of valuable infor-mation. D. Y. N., Newark, N. J. Art Drew Them Your September issue had a lot of sparkle in it, lively layouts, nice fresh reading matter and a lot of information. Where did Kirk-patrick dig up the antiques for The Sketch Book page? T. S., Chicago, 111. RAY BARNES • Agile-penned lam-pooner, has caused a small cascade of "Boiling Wakes" to descend upon us with his "Furniture Frolicking" page. Ray spurns bow ties and smocks, plays golf and billiards, is a good sleeper. Don't Mention It Thanks very much for the swell build-up. I feel quite swelled up over it. We are making progress but as yet have not com-pleted a budget for the coming year. M. S., San Francisco, Cal. Shrewd Shrew Answering your editorial on "Page Nine" entitled "The Shrewdest Forget", I can vouch for the authenticity of your argument. Just the other day I had a woman in the store who wanted a rug. The one she was after sold for $26.50 in 1934, I believe. Today the same rug is priced at $37.50. All the arguments in the category failed to impress her. I told her honestly about wool prices being higher, labor, etc. She still couldn't see why that rug shouldn't sell for #26.50. And left the store. I bet she's still looking for a $26.50 number. However, this babe did not forget. She was a shrew of the shrewdest. J. L. B., Pittsburgh, Pa. FINE FURNITURE CENTURY The MAHOGANY FINISH that is historically correct for the reproduction of the finer work of those master craftsmen of that golden age of furniture —the wonderful GEORGIAN ERA. Only by the CENTURY MAHOGANY treatment applied to Chippendale, Hepplewhite and other 18th Century reproductions are these classic inter-pretations reproduced in all their traditional loveliness. The deep warm mellow tones and pleasing patina effect produced by the CENTURY MAHOGANY method impart a distinctive character and charm not attainable by any other finishing procedure. Courtesy West Michigan Furniture Co. We will gladly submit finished sample and further information upon request. •MANUFACTURED BY GRAND RAPIDS WOOD FINISHING CO. Established in 1893 GRAND RAPIDS, MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE f o r O C T O B E R - N O V E M B E R , 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. DOZING DOLLARS The let-down in business during the past six weeks belies the fore-casts of prognosticators earlier in the summer, that the final quarter of 1937 would see business volume, the like of which had not been experienced since the grandiose days of '27, '28 and '29. The ancient retail battle cry of "after Labor Day" filled the fetid sum-mer air. But Labor Day came and went. And still the consumer didn't buy. Even the usually de-pendable August sales failed to pry the dollars loose from the unusually wary consumer. Vainly cried the merchant: "Why? Why? Why?" Between moans we entertained ourselves perusing some statistics. Generally employed as sleep-producers, these figures aroused us from our lethargy. Briefly they pointed out, that, industrial employment is at its peak level since 1929; despite labor troubles, pay envelopes are bulkier than they've been since 1930; according to Federal estimates the farmers' income will approximate nine and one-half billion dollars, which is about fifteen hundred million ahead of 1936; even the stockholders in American corporations are cashing in, to the tune of ten million dollars a week, more than in 1936. It certainly stands to reason that SOME of this money is going to find its way into retail channels. Which presents another problem. Is the retailer prepared? According to advance orders, business placed at the recent summer market and orders taken by salesmen on the road since the market, there is going to be an unholy scramble for merchandise the latter part of November and early Decem-ber. Simply because the furniture merchant is idling in the same buying calm as the non-buying public. Perhaps it is rather late now to do much about it, as far as the stocking of Christmas merchandise is concerned. Except, of course, re-ordering, pronto! From a recent editorial in Printer's Ink we quote in this connection: "Record-breaking quantities of merchandise are going to be moved into retail stores during the forthcoming weeks — if the retailer can get it when and as he wants it." And from the producer's angle: "The manufacturer must now get ready for perhaps the biggest re-order volume in his experience. He must make sure he has sufficient merchandise . . . to satisfy a steadily increasing demand from retail stores . . . And then, in his advertising to the retailer — business paper and direct mail — he should hammer hard with the announcement that he can take care of re-orders. A month or so before Christmas he should dramatize his ability to fill eleventh-hour or last-minute orders." Again we question, are you prepared for the awakening of the dozing dollars? Have you the merchandise to meet the inevitable demand? ff ARE YOU SURE? "My score for last month's 'What Do You Know?' was below 70. Perhaps I'd better go to school," wails a corre-spondent after tangling with this tantalizing educational feature. (See page 22.) Inaugurated several months ago, this questionnaire, drawing upon furniture facts that every All Grand Rapids Spaces Open November 1-6 AH exhibition spaces located in the Grand Rapids Market will be open, displaying new merchandise, to visiting furniture buyers during the regular Fall Market, November 1 to 6. Pending settlement of arbitration with labor leaders will in no way interfere with customary marketing procedure. member in the industry should be acquainted with, is paying its way in reader interest. Peering over the heads of a chattering group huddled around a table during the last market, we hoped to witness the signing of a fat contract, or a preview of some designer's pet nightmare. But no, the shouting arose from a ques-tion concerning which one of four prominent case goods manufac-turers named, did NOT advertise nationally, a question propounded in the "What Do You Know?" page. In another space cold cash backed a divergence of opinion regarding a little matter of native woods used in original Early American furniture. Stimulating, maddening in its simplicity, a conning of the quiz readily betrays whether or not the reader is on intimate terms with everyday facts of his trade. Several subscribers advise us that they are making a scrapbook of the pages. Others have unleashed on us their choler — "It's a reflection on our intelligence." We STILL believe it's a good page. JUST VERBIAGE Our choice for the most misused word of the year is "Quality." And particularly as it is used in retail furniture advertisements. With the possible exception of important metropolitan stores, house-furnishing ad men have no apparent regard for honesty in the terminology of their promotional literature. A quick glance through the ad pages of the average daily newspaper substantiates this assertion. Ramp-ant on a field comprising a wildnerness of words and maze of merchandise, riding the challenge to the consumer's intelligence, in extra bold type, is our dog-eared friend, "quality." We ask, what kind of "quality" comes in a three-piece bedroom suite for $39.50? Or a two-piece living room group for $24.75? Don't tell us you have the audacity to believe that the dear, gullible public readily accepts such canards? How much more readily they would accept your store's mes-sage if you promoted the joy of ownership, the wholesome fun in planning and building a home. How about injecting a touch of romance in your ad copy? An appeal other than the hackneyed tripe embodying "reduced prices," "special values," "quality for a price"? Verbiage, brothers, just verbiage. ff JULY BREAKS STRING From September, 1934, to July, 1937, the furniture manu-facturing industry showed a continuous monthly increase. Early in 1937, however, the pace began to slow down, until July, for the first month in three years, slipped out of line with an actual decrease. August did not pull back info the winning column but its decline was not quite as decided as that of the previous month. In spite of this decline eight months' shipments for 1937 showed approximately 40% gain over the same period in 1936, while August shipments were 12% over August, 1936. 10 FINE FURNITURE 'The Record of Quality is Established on ^Precedent f. IHH^^^^HIIHjRHIiHHfli!' i ' 1 " • • • • • ^ WfiK THE reputation for manufacturing a product of quality is not established in a day, or a month, or a year, but over a long period of time. Only through close adherence to manufacturing principles into which has been inculcated a spirit of honest craftsmanship and enduring service, can furniture be truly classified as having quality. Merchandisers of good furniture recognize this all-important factor as existing in JOHN WIDDICOMB creations. They can feature it, but can find no substitute. JOHN WIDDICOMB COMPANY GRAND RAPIDS, MICHIGAN Factory Showroom, 601 Fifth St. NEW YORK SHOWROOMS No. 1 Park Avenue /^e appreciate your mentioning you saw this in FINE FURNITURE f o r OCTOBER-NOVEMBER, 1937 11 THE NEW TRIUMVIRATE Capital • Management • Labor By ROD MACKENZIE Editor. FINE FURNITURE OF acute and increasing interest to business execu-tives is the once-touchy topic of industrial rela-tions. The advent of the Committee for Industrial Organization and its subsequent feud with A. F. of L., has precipitated a situation between capital, manage-ment and labor, the outcome of which is beyond the vision of the most astute economist. Labor Recognition • Industrial events of the past year prove conclusively that capital and management are speedily being pushed into a position of permanently recognizing labor; that maintaining cooperation be-tween labor and management is economically vital to both parties, is throwing the stress of increased respon-sibility directly upon company executives. The wide-spread movement to completely organize labor in the United States, labor's rising strength in local and national politics, make it imperative that INTELLI-GENTLY directed organized labor be granted a voice in business management. Long-proven is the fact that those concerns employ-ing a profit-sharing program are least disturbed by labor unrest, and if the triumvirate composed of capital, management and la-bor is to function cooperatively, each must assume its full share of responsibility. HUMAN ENGINEERING Seeking Policy • Making a de-termined effort to erect a sound policy of labor relations, the Na-tional Association of Manufac-turers employed a research organization to ascertain the fac-tual wants of the worker, his working conditions, his thoughts regarding his boss. Designed to ferret out honest information, a similar investigation conducted last Spring indicated Johnny Q. Public's feelings: "Business hadn't done so well in its rela-tions with its working men . . . that it had failed in its economic and social obligations." Division, But Not Defeat • Whether the A. F. of L. and its offshoot, the C. I. O., effect a union is problematical, and the management who snickers up his sleeve at the spirited battle being conducted between leaders Green and Lewis in the belief that they will eventually annihilate them-selves and their outfits is due for a rough awakening. Labor Speaking before the wood industries division of American Society of Mechanical Engineers. Dr. A. P. Haake. managing director of NAFM, said: "It is not collective bargaining when one side makes all the demands . . . Men are inherently reason-able . . . the great bulk of working men will look fairly on the needs of management, on their own personal interest in keeping management effective and doing their full share toward increasing the amount of goods from which their wages must be paid." Continued Haake: "And so we face the greatest problem of the day. the building of a new science, the developing of . . . human engineering. "The only individual who benefits from the closed shop is the labor organizer who is able to show his men sufficient returns to keep them as voluntary members of his union... "Intelligent labor leadership can go along with the open shop, thereby encour-aging greater production out of which to pay higher wages . . . Intelligent manage-ment will insist on being free to do a good job of managing. "There is an inescapable relation between wages and production. If the worker pro-duces more, he can get more. If he pro-duces less, he is bound to get l e s s . . . no law or human management can change that fact. "Government is a notoriously poor man-ager. It has never initiated any of the great industries. It has all but ruined those which it came to control. "We want free labor in this country... We advise labor to deal with management rather than try to control management..." divided does not imply labor defeated. Organized labor, under capable, sane leadership, sharing with capital and management the vicissitudes and profits of business, will be recognized. Industrial relationships in certain sections of the United States prove this point. Peaceful Valley • Common as labor disputes have been in the United States during the past year, such occurrences are rare in Grand Rapids, where furniture making has been a leading industry for nearly 80 years. A quarter of a century back, a general strike, unsuccessful for labor, paralyzed the industry for many weeks. Since then Grand Rapids craftsmen have built homes, to the wholesome tune of being one of the ranking cities in the country for home owner-ship, now enjoy the distinction of leading the U. S. in automobile ownership per capita for cities in similar population brackets. Quiet was the labor scene in this furniture center until last May when, following the Spring market, the Robert W. Irwin Co., the Macey Co. and the Irwin Seating Co. plants were closed five weeks by strike, threw 1000 men out of work. Following mediation between a municipal committee, a federal labor con-ciliator, manufacturers and shop committees, a wage adjustment was accomplished, industrial peace restored. Storm Clouds • Writing the third and most potent chapter in Grand Rapids' labor vs. manage-ment history, September 17 dawned with a general strike cloud smothering the smoke from the city's many smokestacks. De-manding a closed shop contract providing the check-off system, an immediate increase of 15 cents per hour, followed 301 days later by a standardization of wages and hours throughout the indus-try in the city, one-time tool and die maker Harry Spencer, chief organizer for U. A. W. A. in Grand Rapids, hurled the open-ing threat. War Cry • Challenged the puni-tive Spencer: "Contracts will be presented . . . to manufacturers in rotation. They will have a chance to sign . . . If a manufacturer doesn't sign his factory will be closed." L . * • • ' ' - • " • ' : * iBlilliiil * . . ' ' • • ' ! r<-i»»'i*!r»'W'1™ f o r OCTOBER-NOVEMBER. 1937 13 Headaches • Ominous was the situation when strike pickets paced in front of the Furniture Shops of Amer-ica, Inc., (formerly known as Luce Furniture Co.), Imperial Furniture Co., Gunn Furniture Co., John Widdicomb Co., the Widdicomb Furniture Co., and the Grand Rapids Chair Co. Replying to this action the various managements issued statements that plants would remain open for those who wanted to work, with the municipal authorities assuring police protection, if necessary, in order to preserve order. First violence between strikers and police occurred at Furniture Shops of America, Inc., followed a few days later by a fracas involving, among others, organizer Spencer. "Back-To-Work" • Despite picket lines, proposals and counter-proposals, alleged intimidation on the part of C.I.O. members against non-strikers, an increasing number of workers filtered through the picket lines, punched clocks, until three weeks after the first walk-out, a general "back-to-work" movement was under way. Prime factor in this action was the five cents an hour wage increase "as a reward for loyalty," insti- • •1 Hepplewhite console card table. No. 872, manufactured by Fine Arts Furniture Co., displayed in the Waters- Klingman Bldg. Modern vanity, No. 608, made by the Red Lion Furni-ture Co., displayed in the Waters-Klingman Bldg. tuted by Martin J. Dregge, president of Furniture Shops of America, Inc. Loyalists • Said Dregge: "We are making the same offer (.45 a day for each employe) to those who are out, either because they have been intimidated or because they are C.I.O. members, until further notice." With the exception of John Widdicomb Co. and Gunn Furniture Co., which were among the last plants to be called out, the "back-to-work" movement has gained such momentum that, at the time this is writ-ten, all struck companies are operating practically full crews. Union Doubtful • With removal from the Grand Rap-ids area of Harry Spencer, free under bond of $300 on charges of assaulting a patrolman, realignment of the union organization, the cutting off of furniture work-ers' local No. 481 from the U.A.W.A. and being given an independent charter by C.I.O., a highly organized furniture workers' labor union in Grand Rapids appears remote at the present time. 1. Wm. I. Jaeger Furniture Co., Los Angeles, created the decora-tive California bedroom grouping; handpainted florals with crackle finish. Displayed in Los Angeles Furniture Mart. 2. Early California feeling car-ried out with painted decorations, rawhide wrappings, wrought iron draw pulls, manufactured by Win. J. Jaeger Furniture Co. 3. Los Angeles Period Furniture Co. manufactures the albino modern bedroom suite. Julius Fligelman, president, designed the group with utility in mind, there being a stocking compart-ment in the bench, slipper com-partment in tho vanity, hat hide-away in the chest. 4. Tomlinson of High Point de-veloped the 18th Century bed-room group, finished in Suntone blond mahogany, accented with darker toned leather fronts on cases. Displayed in the Merchan-dise Mart, Chicago. 5. W. F. Whitney, displayed in Waters-Klingman Bldg., Grand Rapids, presents typical Ameri-can maple, Duncan Phyfe influ-ence. 6. Johnson Furniture Co., Grand Rapids, created the smart 18th Century bedroom group. 14 FINE FURNITURE MODEL HOME Styled ON A BUDGET CTYLE for the budget-minded O as well as for the affluent home-maker, can ring up added sales on the retail furniture dealer's cash register. Recognizing this opportu-nity, complete details were made available to 3,000 retailers through Floor Clothing Wardrobe Service for a homefurnishings promotion and local tie-up based on the Style Trend Council's activity in planning furnishings for a series of small model homes. Program • During the past five months, a series of model homes has been built in hundreds of com-munities, averaging $4000 in cost and following one of three FHA floor plans. Local lumber dealers and building contractors, supported by the National Lumber Manufac-turers' Ass'n, have cooperated in an effort to stimulate building. Further cooperation has come from National Small Homes Bureau in the prepar-ation of a publication outlining de-tails for designing, building, equip-ping and furnishing these homes. "Small Homes" • At the invitation of the National Small Homes Bu-reau the Style Trend Council of the Institute of Carpet Manufacturers of America, prepared the homefur-nishings section of this book of "Small Homes." A series of articles, illustrated with drawings of floor plans and color sketches, outlined 1. Conversation group, consisting of sola, lamp table behind, coffee table in front, two chairs with occasional table between, affords good light and group-ing separates living room from dining alcove. Secretary, low book shelves and desk chair (extra chair from dining suite) form a distinct grouping . . . Extension dining table serves for games or study table . . . Matching rugs in living and dining alcove provide uni-form floor, give impression of more space. 2. Maple, 18th Century or small-scaled Modern group would be equally appro-priate in this Style Trend Council bed-room. Furniture is kept to essentials. Twin beds, good-sized chest, average sized boudoir chair, side chair, corner dressing table; little space occupied but convenience provided. A textured rug is used. 3. Conventional living room with all furnishings being kept light and small in scale. Drop leaf table and side chairs may be drawn from wall to serve dining purpose. Room-size rug in rich wine-red shade, may be pebble-weave broadloom, or two-tone allover floral design. Both appropriate for sim-ple, modernized 18th Century scheme. f o r OCTOBER-NOVEMBER. 1937 15 plans and color sketches, outlined helpful directions for furnishing these small homes in tasteful style and within budget prices. The homefurnishings pages of "Small Homes" have been written primarily to meet the needs of fami-lies with limited income. In the article, "Basic Principles of Interior Furnishings," readers are advised to establish a budget and buy the best qualities the budget permits, even if they buy only essentials at the outset. The different furniture periods are discussed in an article on "How to Plan a Decorative Scheme." Here the advantages of Modern, 18th Century, and Early American are pointed out and supplementing this, advice is given as to the type of wool pile floor coverings best suited to that period. Color schemes and the importance of focal points are also discussed. Data • Included are full details of material in these homefurnishings pages with concrete suggestions on how retailers can dramatize them into timely and interesting local promotions. Diagrams of rooms, layouts as featured in the model homes, to-gether with suggested furnishing plans are supplied stores. Sugges-tions for effective display cards, ad-vertisements and other types of an-nouncements are included in the material. Films • Three sound films suitable for showing to customers in after-noon sessions have been prepared by National Small Homes Bureau and are available to stores at a nominal rental cost, or can be bought outright. The film, "Floor Show," deals with suitable floor cov-ering for the budget home; "Within These Walls" shows the important part furniture plays in a room set-ting; "Feathering Your Nest" fea-tures draperies, upholstery, wall paper and all accessories. Modern For Those Who Know How To Use It MODERN groupings of the type illustrated in the setting below, which appeared in October McCall's, have all the qualities of livability, comfort and eye appeal in the aver-age American modern home. Says creator-editor Mary Davies Gillies: "I can ask no higher praise than that you enjoy the room first for its ease, its spaciousness and its rich, warmly colored friendliness. Then discover, as a pleasant after-thought, that it is modern." A generous employment of light, the smooth flowing surfaces of the walls, the adjoining dining room, all lend themselves to the illusion of space, so necessary to the small home and apartment of today. The color scheme, paradoxically, comes from the primitive folk of the South Seas, being established in this mod-ern room through the medium of a Gauguin print — "Tahitian Moun-tains." Colors, carvings, hand-loomed fabrics incorporate warm browns, reds, greens and clay pink. Homespun on the chairs and silky, loose-textured sacking adorns the windows. Alternating 27-inch car-peting of hickory tan and walnut brown affords a luxurious base. The furniture is blond of finish, com-fortable and utilitarian. Eye appeal plus comfort and livability in this contemporary scene. 16 FINE FURNITURE byQ-AY'BARNES OKIA. THE THIRD MP-GEST FUP-NtTUP-E i ^ S ^ STOPE IN THE U.S.A. WiLLIAM HAT TON, ROBERT 3OAU-D, O HAVEN, MICH, I_AP-6&ST UPHOUSTEP-"/ UEATHEP-PUNT IN THE WOP-LP. BlU, LIVE5, EATS AND SLEEPS LEATHEP DEAN Of BUYERS, 91 YE^R-S YOUHCi- HEAD OF THE 1. MO. HIS N/4ME. MAN STILL0PENS HI5 STOP-E AT 7 EVERY p. LYNCH,^P^HDPAP)DS, DOCTOR. OF M ERCHANDlSINa / WHO HA5 (2-EVIVED MAISV SICK- PLETAIL STOP-ES. f o r OCTOBER-NOVEMBER. 1937 17 Ven lan m ODERNS the i2th Century FOR the past few years Madam Consumer has been decidedly Venetian blind conscious. She sees Vene-tian blinds in use on every hand — homes and offices, theatres and railroads — and her curiosity is quickly turned into desire when a proper sales presentation is made. Reliable manufacturers find that there is no "season" on Venetian blinds. Their sales curves continue upward whether it is hot or cold, wet or dry. Venetian Trend • Retailers who have been "on the fence" waiting to see if "it would last," are rapidly falling in line. Some of them had an honest fear that the sale of Venetian blinds interfered with the sale of other items. The following report in a business paper on a recent trade show indicates the Venetian blind trend: "Increasing interest in Venetian blinds was evidenced from the time the Show opened until it closed. Buyers realizing the sale and profit possibilities of this item not only looked over the exhibits but asked many questions . . . and in many instances placed good sized orders." From the 12th Century • Just because Venetian blinds are now the subject of general interest, does not follow that Venetian blinds are a recent innovation, some-thing associated with the modern trend. In fact, Vene-tian blinds have been traced back as far as the 12th Century, and have been used with varying success ever since. The decorative possibilities and the great utility values inherent in Venetian blinds have always been known. Their simplicity and flexible qualities permit them to be manipulated into period or modern settings. Two factors responsible for their widespread use are their utilitarian value and the fact they are fabricated under mass production methods, which brings the price within reach of the mass of consumers. However, 98% of the American homes are still without Venetian blinds. Diffusion Values Important • Light diffusion values of color are important items for the sales person to know, as some colors are better deflectors of light than others. For example, a red blind has color tone — it can be seen a considerable distance away, yet doesn't reflect light as efficiently as a white blind. On the other hand, if the red blind is used in the right surroundings, the difference in reflection factors in percentages, would not be important. Wrongly used, the red blind would be an eyesore. Reflection and Color • In applying scientific engineer-ing against an average Venetian blind color line, the reflection factors would work out near to the following reflection percentages: white 85%, off-whites 70 to 77%, creams 75 to 76%, yellow-buffs 74%, peach 51 to S2%, natural wood (Bass) 51%, gray-suede-pearl 42%, greens, running from light to dark, 66% down to 35%, blues, running from light to dark, 66% down to 21%, rust, less than 30%, and red 14%. The order of efficiency of the colors of an average Venetian blind color line would run about as follows: white; off-white or eggshell; the ivories, running in efficiency from light to dark; yellow; peach; natural wood; suede-pearl-gray; green, running from light to dark; blue, running from light to dark; rust and red. In this line-up the greens and blues are classified fol-lowing suede, pearl or gray, because the 66% reflector ratings outlined in the above paragraphs are given to much lighter blues and greens than are used in Venetian blind color lines. Despite Tremendous Consumer Interest and General Use in Public Buildings, 9 8% of American Homes Remain as Potential Market for Vendors of Venetian Blinds 18 FINE FURNITURE many quarters that a high gloss finish on the. slats is necessary. High gloss finish does reflect the light, but at the same time it mirrors the high brightness, and this mirroring is entirely unnecessary. A soft velvet-type dull gloss reflects the light just as well and it eliminates the mirror effect, is vastly superior to highly glossed Venetian blind slats. Demonstration and Function • In approaching the sale of Venetian blinds a thorough demonstration is required. For that reason it is necessary to bear in mind that a Venetian blind has three basic functions: 1. The proper diffusion of light; 2. Control of ventila-tion; and 3. A means of obtaining privacy. A properly made Venetian blind is an article of interior decoration, but at the same time is a mechan- With Venetian blinds, correct window treat-ment includes glass curtain material, crisscrossed, looped back, straight-hang-ing and in most cases overdraperies should be used . . . Kirsch Co., Sturgis, Venetian blind in-stallations employed in this article. Nonfading Qualities • It is true that some colors are more susceptible to the destructive effects of the actinic rays of the sun under ordinary circumstance. However, modern chemistry, particularly where quality finishing materials are used, can build standard colors for Venetian blind use that are nonfading. Best Sellers • As whites and ivories are the best sellers at the present time, the consumers are getting good reflection values, but as sales people become more proficient the consumers will probably get reflection plus tonal values. Color Treatment • Blinds tend to keep a room cooler in summer and warmer in winter. However, creamy ivories and buffs are warm colors and tend to make a room seem warmer and also have the effect of making a room seem smaller. For example, in any of thou-sands of medium-sized apartments in metropolitan areas, treated with a cream colored blind, at night under the brilliant lighting which most apartments have, the rooms will seem to be uncomfortably warm and stuffy. It would be better to treat these rooms with a cool light green or light blue blind. Dull vs. High Gloss • While on the subject of reflect-ing and diffusing light, there seems to be an opinion in ical unit. Even though it is attractive, it should be so constructed that it can withstand vigorous demonstration. The efficiency of modern quality Venetian blind has been developed to a very high degree, but the funda-mental utility features of the blind itself have not changed. The consumer should be given a thorough understanding of the fundamental utility features, derived from its use. Some sales people overstress the gadgets and omit any discussion of the true value of the three fundamentals. Blind Selling • A consumer, for instance, isn't fully sold if she buys a blind because it is "pretty" or be-cause "everybody has them." She is fully sold, how-ever, if the blind has the proper finish to be "pretty" in its particular environment. Moreover, the sales person can give a dissertation on the fact that the Venetian blind really makes "indirect lighting" pos-sible, that it lends a soft glow to the room, that it does away with glare and eye strain, that it eliminates "lights and shadows." Types -In the market today there are a number of "novelty" blinds featuring certain types of gadgets, but in the main the classifications are: roller top blinds (roller for head member), open top blinds (all working parts exposed), closed top blinds (all working parts for OCTOBER-NOVEMBER. 1937 19 concealed), and a hybrid type which is really an open top with a cornice (facia board) included as a sort of afterthought. The function of this facia board is to cover up the exposed working parts. A Good Blind • In a good Venetian blind head mem-bers should be fully enclosed, concealing all working mechanisms. In order to produce head members in mass production with mathematical precision, to be absolutely straight and non-warping, they should be made of metal. No operating mechanism of any kind should be left exposed to the room or to the exterior of the house. The tilting mechanism should be housed in this metal head member, should be an irreversible worm gear that will not turn except when it is operated by that the slat is impregnated thoroughly, both with the sealing and the finishing coats; when properly finished the impregnation should be so thorough that it is im-possible to separate the sealing coat from the wood or the finishing coats from the sealer . . . The tape should be uniformly woven, of yarn dyed cotton either im-ported or domestic . . . Cords, which should match the tape colors, should be hollow-braided, glazed and nonstretching. Locks • Venetian blind brackets should have positive locks so that blinds cannot come down accidentally. Equalizers on the cords should be so constructed that they cannot catch on the slats. Tilt cord knobs should be made of rubber or of a material that cannot damage the blind, rust or create noise. Sill or "hold down" Offices, schoolrooms, theatres, homes, railroads, steamships, find use for the versatile Vene-tian blind, with color or size almost unlimited. the tilt cord. The tilt cord should be nonslipping as it works over the tilt unit. The cord lock or automatic stop should be located inside the metal head member. It should operate easily and positively without undue wear on the cord and should be constructed heavily enough to stand hard usage. All working parts within this head member should be separately removable so that in cases of breakage or other damage, parts can be replaced without remov-ing the whole top mechanism . . . The entire head mem-ber and working parts should be treated for resistance to corrosion, if the metals used require such treat-ment . . . All punched holes and machined work should be done in a workmanlike manner . . . no sharp edges, no burrs, no haphazard alignments . . . Wood slats should be carefully selected, straight grained, thor-oughly dried and with ends, edges and faces sanded to a smooth finish. Holes should be clean routed, not punched, without burrs on rough edges . . . Bottom rails should be of seasoned wood properly cut and drilled for the reception of cords. These rails should be smoothly sanded on all faces before finishing . . . Metal head members should be carefully sprayed with lacquer and this finish should be baked on . . . Slats and bottom rails should first be filled with a sealing coat, sanded before finishing lacquers are applied . . . The lacquer should be of a high quality and should be so handled Typical wood slat Vene-tian blind, made by the Kirsch Co., Sturgis. brackets should be rustproof. Nickel plated screws should be furnished for installation on wood, Rawl plugs for plaster and self-tapping screws for steel. Market Trends • When a market develops a fast pace quite a few things begin to happen among manufac-turers. There are manufacturers who have been in the market for a long time. Some of these prefer to go along old lines and never make a change. Others, who are more progressive, make some improvements. Newer concerns enter the field with an idea either on a whole product or on part of a product. Others of the oppor-tunist school hop in and hop out of a market and just make "another" product, which is generally cheaper and less satisfactory. Blind Profit • The reliability of the manufacturer is highly important in the sale of Venetian blinds. The profit in blinds consists of handling a steady flow of business with an absolute minimum of service work. Continually servicing blinds reduces their profits. 20 FINE FURNITURE £ f o r OCTOBER-NOVEMBEB, 1937 21 NEW TRUCKS DIGNITY ECONOMY SERVICE HAVE WHAT IT TAKES FEATURE DELIVERY SYSTEM Courtesy Chicago Tribune IN the shifting scene of retail merchandising, the delivery system, with its highly-stylized, super efficient trucks, checking and double checking, repair and other important departments contributing to the customer's well-being, has shown notable advancement in modernization. Tops in Ad Value • From the horse drawn lorry to modern streamlined vehicles is a long hegira. But an important one. As an advertising medium your deliv-ery truck ranks near the top. Thousands see it pass-ing through the streets and gain an impression, favor-able or otherwise, of your establishment. No factor in your merchandising scheme could be more detrimental than a dilapidated, obsolete, weather-beaten delivery van. By the same token, modern equipment instils Frederick Loeser & Co., Inc., Brooklyn, N. Y., is proud of its rolling billboard, with its exceptional advertising value, as shown on the smartly-styled White model van. Hathaway's, New York, employs a dignified Mack model EH truck, 15 feet long, 7 feet wide, 7 feet high. Side gates mounted on concealed hinges with two doors above side gates facilitate loading. Novel in design is this White cab-over-engine model 80S, owned by Henry Morgan & Co., Ltd., Montreal, Que. It is a favorite in the furniture field due to its ample loading space and short overall length. C. B. Howard Co., Indianapolis, Ind., employs the cab-over-engine White van also, but in a streamlined style. J. B. Van Sciver Co., Camden, N. J., established a style in truck equipment with the beautiful modern Mack model EB, tractor-trailer unit. This combination is so closely coupled that it has the appearance of a single unit. Overall dimensions are 45 feet long, 98 inches high at the center. This unit makes daily trips between Camden and Allentown, covering 125 miles per day. Stix, Baer & Fuller, St. Louis, Mo., pride themselves on their colorful, streamlined White cab-over-engine model. confidence in the consumer, a pride in dealing with a merchant obviously on his toes. Saving by Buying • Not alone does the merchant derive benefit from having the public admire his new, shiny fleet of smooth-running trucks. The very oper-ation of these vehicles cuts deep into store budgets, gnaws at profits built up in other departments. It does, unless the merchant is canny enough to realize that new equipment obviates repairs, excessive fuel consumption. Many an astute furniture dealer has saved sufficient through the purchase of new delivery automobiles to pay for their cost. Cost Records • Simple, systematic records of trucking costs will furnish an accurate analysis of your delivery (Please turn to page 33) Dayton's Elder & Johnston Co. prefer a White model, with the seemingly-popular cab-over-engine type, for rapid, depend-able service. H. J. Cohn Furniture Co., Houston, Texas, operate a fleet of five Studebaker trucks, purchased during a 90-day period. The one pictured is 96 inches long, 72 wide, 54 high. In Hartford, Conn., G. Fox & Company have a reputation for handling only quality merchandise, therefore operate an all-quality White model 805 cab-over-engine truck in their furniture delivery service. Short turning radius and overall length, more perfect distribution of weight due to the forward placement of the front axle, are major features in this unit. Robinson Furniture Co., Detroit, Mich., employs a Federal truck of lyi to 2^2-ton capacity with a specially constructed body forfurniture hauling. In the same city the J. L. Hudson Co. uses Federal trucks of 2 to 3-ton capacity. 22 FINE FURNITURE WHAT DO YOU KNOW? and. . . are you sure? 1. Unquestionably one of the most impor-tant developments in the industry in years_ is the Williamsburg restoration. It is being financed by: a—Henry Ford. b—JVPA (Creative Arts Division). c—Rockefeller Foundation. d—A group of manufacturers in vari-ous lines such as silver, glass, etc., headed by Kittinger in the furni-ture division. 2. Check the two statements below as be-ing true or false: a—In the official figures on styles and woods shown at the last market, modern dropped off decidedly. True or false. b—Celanese yarns are now being used in heavy pile fabrics com-parable to high pile mohairs, as well as in light drapery weaves. True or false. 3, Whether you sell carpet or not it is closely enough allied with furniture so that you should know which of the names below has spent hundreds of thousands on campaigns featuring "Lively Wool." a—Mohawk Carpet Mills. b—W. y / . Shane, c—Bigelow Sanford Carpet Co. d—Alexander Smith y Sons, e—Karastan Rug Mills. 4. And which of the same list has spent almost as much on color campaigns fea-turing the slogan "Nearly Right Won't Do"? 5. And, while we're on the subject of car-pet, which of the following are true, which false: a—There is no such thing technically as a Wilton velvet. b—A thirty-six or forty-eight ounce padding means 36 or 48 ounces of gross weight to every square yard. c—Bigelow Sanford manufacture their entire Lokweave line under licenses issued by an upholster-ing fabric mill. d—On any given carpet area, the yardage necessary to cover with 27-inch seamed carpeting is al-ways one-third greater than the square yardage. On the other hand the yardage to cover in Broadloom is always one-fourth less than to cover in 27-inch. 6. Getting back to furniture, a store oper-ated last year had an operating expense of 43.5% of their volume at retail. They maintain a mark-up on cost of 68%. a—They showed a profit of one to five per cent. b—They showed a loss of one to five per cent. c—They showed a profit of five to ten per cent. d—They showed a loss of five to ten per cent. 7. If a customer asks if you have anything in matelasse, she is referring to: a—A new type of high and low warp carpet. b—A definite quality of wool tapestry. c—A fabric on which the design is stitched much as a chintz would be quilted. d—A fabric, usually wool, on which the design has been hand painted. Or maybe the customer asked for a Louis Quinze coffee table. If you knew your stuff you would confine your show-ing to: a—Delicate straight lines with beaded or lightly carved edges and straight fluted legs. b—Graceful curves and shaped legs. c—Relatively heavy pieces with elab-borate carvings and considerable detail. 9. Or maybe you would rather talk about something else. Of course you know that MANOR HOUSE, one of the really high-hat New York lines, is really designed and made in the Middle West by: a—Irwin. b—Kittinger. c—Brower. d—Baker. e—William A. Berkey. f—Century. g—Widdicomb. 10. Beidermeir, that you heard so much of a short time ago, and that still crops up now and then as a sort of synthetic Empire, takes its name from: a—General Adolph Beidermeir. b—Sophia Beidermeir, one of the favorites of the Hapsburgs. c—A purely mythical cartoon char-acter comparable to Uncle Sam or John Bull. d—The one time Province of Beider-meir. 11. All but one of the following lines con-centrate their moden designing on pure functional modern in contrast to the one listed whose modern is still largely classic: a—Widdicomb. b—Dunbar. c—Jo hnson-Handley-Jo hnson. e—Howell. 12. Johnson-Handley-Johnson aided and abetted by the national magazines and several stores, including "Field's," are making quite a "to-do" about their Brit-ish Colonial. Thousands a day saw the "Field" house alone, and hundreds of thousands have read the magazine play-up. If you're an up and coming lad you'll be able to converse intelligently with one of the interested readers, be-cause you'll know that the British Col-ony contributing the basic design was: a—New Guinea, b—Canada, c—Tahiti, d—Tasmania e—Egypt. 13. Think fast on this one, too — thinking twice is going to confuse you. French polishing on new furniture, one of the finest of all finishes, is done on: a—Lacquer, b—Varnish, c—Shellac. d—Oil. 14. You probably have in stock, and are certainly familiar with, the typical "Bull's Eye" mirror — convex glass, round frame, usually with gold balls or stars, and usually surmounted by either an eagle or heavy conventional carving. You would be perfectly correct if you called it: a—Trumeau. b—Girandole, c—Bergere. d—Fauteuil. 15. You, like everyone else in the retail fur-niture game, are selling plenty of lamps of the I.E.S. type. Surely you know, without referring to the tag, what, with all the millions spent on it, I.E.S. stands for: a—Institute of Electrical Science, b—Illuminating Engineering Society, c—Indirect Electrical Science, d—Improved Electric Service. Count five for each question. Perfect score should be 75; 55 is fair; 60 is good; 70 or above is excellent. Number correct Multiply by five for total score- Correct answers on page 43. for OCTOBER-NOVEMBER. 1937 23 We seat ourselves at the customers' round table. ALADY in London will listen to anyone's troubles for #1 an hour. Why not waive the $1 and an-nounce a "Furniture Trouble Shooting Hour"? You'd be surprised what's worrying us about furniture. You'd never think, for instance, that when we look at that glazed chintz boudoir chair, we're wondering about how to keep it fresh and chintzy? Or whether a patterned or a broadloom rug will look better in a small room? Or what period will go with a Provincial French bedroom suite? Squaring Vicious Circle • We seat ourselves at the Customers' Round Table — or make it square, if you prefer to avoid a vicious circle. A lady with a ditto mark between her brows, rises discontentedly. "Mr. Dealer," she says, "have you ever stopped to consider what we homemakers do with our old sofas, dining sets and desks when we buy new ones ? You've gone to great lengths to make buying easy for me — parked my car free, arranged extended payments, offered attractive souvenirs. Meanwhile, one of the biggest obstacles to buying—a houseful of old furniture at home—remains." "Why, bless my soul, madam, that's your problem," you may say in different words. "Our problems are your problems when it comes to furniture," insists Today's Customer. "For months I wanted one of those Georgian breakfront mahogany secretaries. But the old one was there, taking up the allotted space, reminder to economize, a challenge, discouraging further purchase. Possession's Nonplus • "Regardless, I bought the new secretary and advertised the old one as 'for sale, at big sacrifice.' The only applicant was a mover who THE CUSTOMER'S VIEWPOINT by RUTH McBJERNEY assured me his rates were the lowest in town. I tried giving it away. Friends parried, 'What's wrong with it? We've got one ourselves.' Or quipped, 'Secretary? Blond or brunette?' Local charities were more agree-able, though not to be led away from hard reality. 'We'll gladly haul it away for you, lady, if you pay the cartage charges. You see, it's a gamble.' " Dinner on Two • And then the customer troubled with Possessionitis goes on to wail into your ear about the new sofa she so terribly wanted, and the new dining room suite she longed for, and "if you don't mind crowded condition, why don't you come over, sometime. We'll serve you dinner off two dining tables at once. And the parlor looks like a dealer's showroom. But if you have a solution — " Have you? Nautical But Nice • This lady who now rises, has a smile as broad as a slice of watermelon. You smooth out the convex curve of your mouth and shoulders, reassured. Schubert's Serenade couldn't sound more soothing than "I like the way you sell Little Tables, Mr. Merchant." That's her comment. "You antici-pated our table troubles. We wished for the kind that wouldn't tip at a tea cup, scowl, playful shove, or swish of a dust cloth. So you stocked tip-proof tables. They're anchored by their own weight; we call that nautical but nice. We wished for finishes that would be mark resistant, flattering to the wood. You filled the order. We! hankered heavily for dual purpose tables, the kind equally at ease before a low sofa, or a conversational group of higher-seated chairs. You show a variety of these. That was quaint as an old-fashioned cozy, your noticing that rooms and hostesses have favorite little table. We use them again and again because they adapt themselves to tea, bridge, cocktails, sewing and study with comparative ease. "And how did you ever guess what was going on in our heads about lamp tables? Most lamp tables in most homes just naturally attract a current book, smoking things, a box of candy. Lamp tables need generous surfaces. You found kinds that have. And their prices are planned for homes that not lots of jack built." YOU TAKE IT FROM HERE 24 FINE FURNITURE i. • i f •" { . i i V:_ ... . .... .. . - — - "in 0 !! M ) •'* f o r O C T O B E R - N O V E M B E R , 1 9 3 7 25 THE SKETCH Beer... DECORATIVE DETAIL AND BEAUTY OF 18TH CENTURY CONTRASTED WITH SIMPLICITY AND NEATNESS OF MODERN DIRECTLY contrasting the simplicity of Modern design is the highly decorative furniture fabricated during the latter part of the 18th Century. On the opposite page Aurelio Bevelacqua has delineated typ-cal examples of each period, executed with current merchandising possibilities in mind. Receiving his inspiration for the commode from Percy MacQuoid's "Dictionary of English Furniture," Bevelacqua has transmitted the charm, and delicate detail embodied in pieces executed during this era, into a dresser having commercial value today. Original • The original commode has a serpentine front, painted with a ground white, diapered with green network, carrying two ovals filled with Angelica Kauf-man figure subjects. Toward the end of the 18th Cen-tury commodes of this type entered a deterioration, with fine specimens only occasionally being seen. Bevelacqua's illustration was motivated by one of these rare pieces. Beautiful in proportion, with its concave convex front, its fluted pilasters and carved bandings are gilded. The palmated capitals and pineapple feet indi-cated the approach of a new period — Regency. Although the decorative motif is the reason for the charm of the piece, its execution is exquisite. This particular commode was made in mahogany but many were fabricated from satinwood, rosewood, or japanned in imitation of exotic woods; the tops were marble or imitation. (Please turn to page 33) Coin-Caller . . . 7\ DARK-HAIRED, smiling, ro- -ti-bust chap sat at a luncheon table with four other men. A drink was ordered, lunches were chosen, the tip was paid. For each step of the meal, coins were matched and odd men eliminated from paying. This group has been meeting for some time, and to date Aurelio Bevelacqua has yet to pay for even a napkin. In defense of "Bevey," it must be recorded that he is a good sport—despite the despair he inflicts on his companions — and is ever willing to give the others a chance to get even. Aurelio Bevelacqua was born near Rome, 39 years ago, came to the United States early in life, where he tutored under W. O. Hamlin, at-tended the New York Academy of Designing, and from there entered the designing department of W. & J. Sloane at the age of 18. After five years with that concern he moved to D. S. Hess & Co., later to Kimble & Son. Returning to Sloane's he soon ventured forth again. This time to the Robert W. Irwin Co. in Grand Rapids. During the six years in which he was associated with the Grand Rapids firm, "Bevey" devel-oped a large portion of the quality line produced under the name "Phoenix." Leaving Irwin's in 1932 he opened his own designing service AURELIO BEVELACQUA . . . Custodian of the Designers' canteen. in the Houseman Bldg. and has been free-lancing ever since. Bevelacqua has done work for such concerns as Herman Miller of Zeeland; Kaplin Furniture Co., Cambridge, Mass.; Hill Rom, Batesville, Ind.; Tell City Furniture Co., Tell City, Ind.; The Alden Corp., Asheville, N. C ; Berkey & Gay Furniture Co., Grand Rapids, the reorganized Charles P. Limbert Co., Holland, Mich. In addition to this the young Italian served as an instructor at the Kendall School of Art. "Bevey's" reputation as a host is far flung and includes gatherings at his cottage on Hess Lake, where spaghetti dinners executed by Beve-lacqua precede a hot session of poker. However, his own gusta-torial preference is chicken with mushrooms and peas a la Bevey. Golf — at which he can be defeated — fishing and gardening, consti-tute forms of relaxation, while the gathering of antiques is a special hobby. "Bevey" is active in the doings of the G. R. Furniture De-signers' Ass'n, his customary role being custodian of the canteen at the annual Designers' picnics. His literary selections include Victor Hugo's works, the "Life of Napo-leon," while Verdi appeases his musical being. When "Bevey" re-tires, if he ever does, he wishes to live in the country. This choice is undoubtedly due to his altruistic desire to mitigate the losses of his friends who insist upon encounter-ing his uncanny luck in calling the flip of a coin. •ifi* for OCTOBER-NOVEMBER. 1937 27 . -^>' Ik V ' ' '". ';• ' f *f • < . • The highlight of fine period furniture is in its well designed and carefully executed reproduction brasses. in furniture... BRASSWARE INDICATES BREEDING by PHYLLIS FIELD COOPER WELL-DESIGNED brasses of authentic reproduc-tion are to furniture what good breeding is to a family — they signify an earmark of quality. Rarely, if ever, would one find an excellent quality of brasses and fittings on furniture of inferior design and con-struction. One does, occasionally, find cheap and none too well designed hardware adorning good furniture, but that is the exception rather than the rule. The present day manufacturer of quality period-styled fur-niture realizes the important selling value to both dealer and consumer of reproduction brasses, whether they are merely machine-made or carefully executed by hand. Though there are several well-known firms in the United States that specialize in the making of brasses by old-time hand methods, we have in mind one in particular that can boast of some interesting history behind its enterprise — William Ball, Sr., the orig-inator and maker of "Ball Brasses," replicas of authen-tic examples from the furniture of Early Americana. Early Brassware • About the time American Colonial history was in the making, a forbear of the present Ball was making armor by appointment to the Crown in Devonshire, England. Then, during the latter half of the 18th Century, another forbear, William Ball by name, also located in Philadelphia and engaged in the craft of silversmithing, goldsmithing and the making of furniture brasses. Other succeeding members of this illustrious family were engaged in similar crafts. Hobby to Profession • It is interesting to learn that Ball developed his present business from a mere hobby. Some forty or more years ago, he began collecting Early Americana and often found it difficult, if not almost impossible, to secure suitable brasses for his furniture, for rarely, if ever, was a piece of furniture not without a brass mount or two. Matching originals could rarely be found and those sold by the hardware trade were an inferior substitute for fine antique furniture. (Please turn to page 33) 1 and 3. John Widdicomb Co. adaptations of 18th Century pieces, displayed in factory show-room. 2. Secretary, by Warsaw Furni-ture Mfg. Co., displayed in Waters-Klingman. Bldg., Grand Rapids. 4. Manistee Mfg. Co. interprets Victorian in maple, exhibited in Waters-Klingman Bldg. 5. Oak bedroom group by the Grand Rapids Bookcase & Chair Co., displayed in the Keeler Bldg., Grand Rapids. 6. English chest by the Grand Rapids Chair Co., displayed in the factory showroom. 7. Solid rock maple Early Ameri-can secretary by Conant Ball, shown in Waters-Klingman Bldg. 8 and 9. Swing leg, drop leaf table and buffet from the Dutch Woodcraft Shops, Inc. Calvert Group, made in collaboration with the Holland Furniture Co., dis-played in Waters-Klingman Bldg. 28 FINE FURNITURE RETAILING TIPS and FEATURES Opened-Up Walls . . . Living Library . . . Functional. . . Fire-side Sales . . . Credit Psychology . . . Co-op Range Campaign Opened-Up Walls WORLD'S largest suburban department store," recently opened in Oak Park, 111., by Wieboldt's, Inc., represents what architects consider one of the most significant steps yet observed in the new Glassical Age of commercial construction. Achieving an arresting conception of smart surround-ings that combine not only a highly interesting decora-tive scheme and pleasantly diffused natural daylight for shoppers' convenience, the new type of "opened-up" wall areas of Insulux glass block provide several dis-tinctive advantages heretofore desired but impossible to obtain. Super Display • Customers not only have inviting surroundings that are actually relaxing, but the greatly increased daylight secured serves to assist shoppers in their selection of goods, enables a much more effective display of merchandise and assists in temperature con-trol for this air-conditioned building. Breaking with traditional large store design, Wie-boldt's great structure, designed by Holabird & Root, Chicago, is featured by long panels of glass block. Each of the two horizontal bands of block are five and a half feet wide, creating an unusually striking effect. At the rounded corner of the main entrance, glass block extends from above the marquee almost to the roof, and at night, with interior illumination, the building is a glowing structure of striking beauty. Exploiting • With concealed bulbs in a kaleidoscopic variety of colors, the management can, if it so chooses, take advantage of the translucent glass block walls for a fascinating merchandising idea by changing its night color scheme at will — red, white and blue for the Fourth of July, all green for St. Patrick's Day, reds and greens for Christmas — a color tie-up for any special occasion of the season, or an opportunity to stampede shoppers' interest by merely exploiting: "If our store is blazing red tonight, you can obtain our regular $10 green frocks at $6.95 tomorrow." Living Library TvTOVEMBER brings National Book Week. All over IN the country libraries and business firms are featuring literature for children and adults. The public library in cooperation with the leading department stores can stage a Book Fair, with displays of hundreds of worth while books In order to visualize the proper setting for books in the home, Barker Bros., Los Angeles, erected a large booth at the end of the hall, showing a completely furnished modern library — furniture, draperies, floor coverings, including a sectional bookcase, a big diction-ary and stand, several easy chairs, one of the new interior illuminated globes, magazine rack, appropriate pictures, draperies and rug. Beside each chair was a lighted lamp. Enthusiasm • "It was the best publicity we could possibly have," declared one of the executives, "for it brought our library furniture and accessories to the attention of exactly the class of people we wished to reach — book lovers and home owners who wanted to make their library the most livable room in the house. In no other room is lighting so important, so we gave special attention to the lamps, featuring them as eye-savers." Book Week coming at a time when everyone was concentrating on Christmas, drew an immense crowd every day during the week; many, seeing the har-monious picture of the complete library, immediately decided that a globe for the student, a sectional book-case for Junior, a library chair for Dad, a good read-ing lamp for mother, would make an appropriate gift. Promotion • In the store ad attention was drawn to the library display at the Book Exhibition, with a visit suggested to the store: "Select one or more library pieces that would har-monize with the outfittings of your own library or den." This ad was backed up with a window showing a section of a library, with sectional bookcase, comfortable Shopping is a real pleasure, goods are more effectively dis-played through the applica-tion of long panels of Insulux glass block, translucent but not transparent, in the "world's largest suburban department store," opened by Wieboldt's in Oak Park, 111. The block also is an important aid in temperature control in this million-dollar air-conditioned structure, designed by Hola-bird & Root, Chicago. f o r OCTOBER-NOVEMBER, 1937 29 Book and Furniture window. Barker Bros., Los Angeles chair, reading lamp, and smoking stand, with a card suggesting "Enjoy the Home Evenings." In the Book Department on the main floor there was a Library Nook, fitted up with soft rug, two comfortable chairs, each equipped with an I. E. S. lamp, and several sec-tional bookcases, with a card suggesting "For a lasting Christmas gift, see our Complete Line of library furn-iture and accessories in the Furniture Department." Functional FRESH idea in modern office and reception room furniture, serves three-fold function of being a smart display case for small products, magazine holder and source of indirect illumination. Natural walnut finish in the body of the cabinet and the modern tone are enhanced by the red laquer finish of the display compartment and the slab that surmounts the cabinet. A group of Mazda lamps concealed in correctly formed mat white reflectors in each corner of the display sec-tion casts a uniformly diffused light on products dis-played. This section is protected by movable glass front. Indirect illumination is furnished by the light urn on the slab cap. The urn was designed and pro-duced by Lawrence Blazey, designer and ceramist, the cabinet was designed by Onnie Mankki, members of Designers for Industry, Inc., Cleveland. Fireside Sales A TMOSPHERE has much to do with increasing XX. the sale of fireplace goods," said the furniture department manager of the Davis Co., Chicago. "Those who maintain fireplaces these days are mostly people of culture, who install them for beauty and cheerfulness rather than their actual heating qualities. Such people want all the furnishings in harmony. If the room is fitted up in one of the English periods, or Early Ameri-can, mantel and fireplace goods must match. Booths • "In order to let them see that we had all the appropriate items for these rooms, we fitted up a series of booths along one of the side walls, making the walls of each little room of compo board, four feet high. In each room were a rug, chair, picture, portable mantel and fireplace set of Colonial, Early American, Old English, or Modern. "Portable mantels, priced at $40 have proved a very popular seller. There is a gas log fireplace in each booth with colored bulbs to simulate flames. In front of each fire is a screen, at one side a complete fire set in the type of the period in which the room is furnished. Show Window • "When we started our holiday cam-paign of fireplace goods (if played up effectively they make very appropriate Christmas gifts) we arranged a window featuring same. At each end were portable mantels, in the Colonial and Early American periods (the two most popular selling types), and in the center on a series of white steps, andirons, screens, coal scut-tles, coal and wood boxes and fire sets in brass, bronze and wrought iron. Sales • "Installing the booths featuring the fire sets in different periods more than doubled their sale. We are now frequently asked for fireplace goods appro-priate for period rooms other than the four rooms we have on display. Incidentally, the cheerful and har-monious appearance of the four small rooms increased the demand for individual pieces of period furniture, many of the smaller items being chosen as Christmas gifts." Credit Psychology SEATTLE'S unique credit operation, the Retail Ser-vice Bureau (collective credit channel used by a group of Seattle's retailers), has introduced an innova-tion in retail credits which may be applied by an indi-vidual credit department as well. Pick a Date • Customers, at its inception, were asked to name a statement of time most convenient, according to the date of income receipt or other personal factors governing income. They were given a choice of three statement dates — the 10th, the 20th, the 30th. Bills Three-fold functional case. became due 10 days after the statement issuance date selected. It quickly proved to be an excellent way to make it convenient for more people to pay within the 10-day "courtesy span", at the same time spreads state- 30 FINE FUHNITUHE ment work over a month's time, materially cutting the cost of office operation. Statement Fee • The bureau has now added a rider to the plan deserving mention. This calls for the inclusion in the month's billing of a #1 "statement fee." (Active accounts only.) This is cancelled, however, when the customer pays within the 10-days after state-ment issuance. The larger users of credit •— e.g., those with accounts in excess of $50 —• are given another reduction in the form of a 2% discount on the entire amount due, if paid in 10 days. This new credit set-up is publicized to customers with the catchy title — "Share-The-Savings" plan. Placing a dollar penalty on slow accounts works advantageously in several ways. It fulfills its prime function of stepping up the tempo of accounts receiv-able, but in addition, according to this experience, it has proved valuable in classifying accounts. A customer who passes up the statement fee cancellation is a doubt-ful credit risk. Co-Op Range Campaign TJARRIS-INGLEFIELD, Greeley, Colo., joined with X l four other retail stores and the Home Gas & Electric Co., in a profitable cooperative electric range promotion based on a #25 trade-in allowance. Preparing for the campaign, dealers, their salesmen and the Utility representatives met for an evening din-ner and program. The cooperative details were worked out, and two motion pictures dealing with electric range salesmanship shown. "E. A. R." plan • The Utility undertook to service all ranges sold during the campaign, also explain the "E. A. R." plan, under which its salesmen would get credit for electric range sales on which they had worked, even though a furniture store finally landed the order. loint Ads • The heavy joint advertising was signed by five dealers and the Utility, each having equal prom-inence, but the Utility stood half the cost. This reduced the expense to each retailer to a very low figure. Trade-ins • The campaign began July 26, advertised as, "The greatest electric range campaign in the history of Greeley," and the announcements made it clear the trade-in offer would not be continued after the closing date, August 31. Aside from this, the offer would apply to any kitchen range, turned in on an electric range of any make, at any price, at any of the participating stores. During the campaign, each dealer was given a week's window display at the Utility office. man on the cover CONTRASTING his Holland stoicism, his astuteness in the realm of business, was John A. Vander Veen's inherent sense of humor. Uttered in a sotto voce, it belied the robustness of Jovial John's spirit of conviviality. Born in Holland, Mich., John would have celebrated his seven-tieth birthday next January. A resident of his native city during his entire career, he had been an important factor in its develop-ment, donating liberally to civic projects, and churches, in addi-tion to directing the activities of the Holland Furniture Co., of which he was president. Tireless in his work for the City Mission, Vander Veen helped many a lad over the rough spots in his life, a job performed in his own quiet, secretive way. No one but "J.A." knew how many young men could thank him for having the benefits of a college education. Understanding and lovable, de-spite a severe mien at times, he was ever ready to lend the help-ing hand. Interested in baseball, John personally collected most of the funds necessary for the erec-tion of the grandstand that en- 10HN A. VANDER VEEN, J president of the Holland Fur-niture Co., died October 9, 1937. A sudden heart attack, necessi-tating his removal to the Holland hospital, resulted in his death, two hours later. The reproduction of "J.A.'s" likeness on the cover of this issue, in conjunction with this brief biographical sketch, were intended as tokens of recog-nition for his contributions to in-dustrial and civic affairs, his joy in extending the helping hand, his sense of good fellowship. Set in type before Vander Veen died, it is with the deepest regret that this little history of John had to be turned into an obituary.—The Editor. hances the Riverview Ball Park in Holland. Although native to a city boast-ing a furniture making heritage, John Vander Veen did not begin his business career in that indus-try. At the rollicking age of 13 he went to work in his father's hardware store where he labored for eight years, forsaking it only to seek office training in a busi-ness college in Grand Rapids. A year or two later he bought his father out, became sole owner at the age of 23. A few years ago he sold his interest in the store in order that he might devote more time to the Holland Furni-ture Co., in which concern he had purchased stock in 1893. At the age of 30, back in 1897, he was made president of the furniture company, a position he has retained ever since. Rugged in constitution, affable, keen in financial matters, "J.A.'s" busi-ness interests were many and di-versified. In addition to hard-ware and furniture, he was a di-rector of a paper company in Otsego, a knitting mill in Grand Rapids, a bakery company in Holland, a novelty concern in Grand Haven, one of the largest stockholders in another furniture plant in Holland, and served on the Continental Sugar Board. A prominent figure in the Grand Rapids market, "J.A." was anticipating celebration at the January exhibition of his 45 years' association with the furni-ture industry. f o r O C T O B E R - N O V E M B E R . 1937 YES, WE GROW MAHOGANY Indigenous to United States, World's Largest Consumer, Supply is Practically Exhausted IT IS a little known fad so-called madeira tree, rather great abundance on : tip of Florida, is genuine n. For centuries this wood i used for boat-building tives; many of the peo] near this area have seen but are ignorant of the they are genuine mahoga is due, no doubt, to their legendary name, madeira. Name • According to the magazine of The American For-estry Ass'n, there . . . • , • if' . - ' • • • * ' < ; . . • . are several explanations as to why this species is called madeira. One story that is current among old resi-dents of the Florida Keys, is that the name resulted from the Spanish term for mahogany, madera de caobe. Another suggests that the wood is so called because of its similarity in color to the red Madeira wine. Size * The Florida mahogany area can be divided into two distinct divi-sions — the mainland and the Flor-ida Keys, the difference being evi-dent in the character of the wood found in respective parts of the Unheralded is the fact that ma-hogany grows within the bound-rnos of the United States. How-ever, the supply, confined to the lower tip of Florida, is not plenti-ful nor entirely practical for cabi-network. The illustrations show specimens of the one true mahog-any indigenous to the U. S. mahoganies with trunks having a diameter of nearly three feet. On most of the Keys, however, there are few that attain a trunk diam-eter of more than 12 to 18 inches. Use • Pioneer settlers along the lower Florida Keys in the first part of the 19th Century, used the so-called madeira tree for building their boats. Though possessing re-markable strength and amazing re-sistance to decay, mahogany matur-ing on the Keys is hard and liable to be brittle. Hence this wood was less suitable for boat-building than the soft, tough wood found on the mainland. Later, trees were found Madeira Hammock extends east along the lower tip of the Florida peninsula and covers a distance of about 20 miles. Due to its isolated condition, it is rather difficult to reach, the best approach being through Madeira Bay which is within the Bay of Florida. No roads connect it on the north and land travel through the swampy Ever-glades is at all times hazardous. Lore • The pioneers spent much of their time watching for ships wrecked on the Florida reef, for, during the era of sailing vessels, stranded ships were a common spec-tacle. The men living behind the reefs would race to the wrecks, the first one to reach the vessel claim-ing the largest reward. In the small centerboard schooners, rarely over sixty feet long, which these hardy pioneers used to reach the wrecks, as well as for fishing, and as the chief vehicle of communication, ma-hogany was probably employed for its first systematic use. Since then the bulk of the mahogany has been 32 FINE FURNITURE from the . . . MUSEUM o£ FINE ARTS, BOSTON • ' , ; . ' . ; • . . . . • • - I * - » . • : - . " • • • • . - . • • ' • • • . - : ' • • - f o r OCTOBER-NOVEMBER, 1937 33 used in the construction of a wide variety of fishing boats and in the Key West sponging schooners. Their crude external appearance gives no hint of the beautiful cabi-net wood which forms their ribs and frames. More recently, raids on the re-maining supply of the famous spe-cies have been made for cabinet-making purposes. Knowledge is gradually filtering through the area that the so-called maderia tree, eminently successful for boat-build-ing, is really Swietenia mahagoni — genuine mahogany. Museum of Fine Arts, Boston HP HE second instalment of the J. Boston Museum of Fine Arts illustrations appears on the opposite page and depicts typical pieces in the Room from Bath, Me., ca 1803, collection. Unfortunately, photo-graphs of the pieces of furniture actually used in the room were not available, but those illustrated were selected because they are contem-porary in style, suitable in this specific room: 1. Banjo clock by Simon Wil-lard, American 19th Century. 2. Room from Bath, Me., known as "Shepard's Inn." 3. Dressing table after Sheraton, American made, about 1790. 4. Chair with Sheraton influ-ence, American made, circa 1790. 5. Sheraton style side chair, American made (arm chair shown in room setting), circa 1790. 6. Sheraton side chair, American made, circa 1740. 7. American mahogany secre-tary of the 18th Century. 8. American mahogany and satinwood secretary, circa 1790. 9. American mahogany secre-tary, tambour front, circa 1790. Brccsswctre Indicates Breeding (Continued from page 27) Tools Important • It was, then, through necessity that Mr. Ball took up the making of brasses — a hobby in which he found much to absorb him. First of all it was not easy to construct the tools necessary for the making of brasses, that in detail, design and construction would be exact replicas of those exe-cuted by the early craftsmen. It was impossible to secure the ear-marks of hand workmanship with machine tools, and foundries could not cast plates thin enough to resemble the old examples. There were difficulties with modern dies for many of the processes used in the 18th Century were practically a lost art. There was only one thing to do — Ball began reconstructing such tools as were used by the early craftsmen and adapted modern ones to his use. After much experimentation and experience, Ball succeeded in pro-ducing superb replicas — reproduc-tions of the very finest of original examples. Gradually, the hobby ex-tended into a business, with prom-inent art galleries, museums, deal-ers, connoisseurs and others the richer for all this painstaking work. In the making of brasses by hand, even the mixing of metals enters into the process and the finish must also be done by hand. "English Antique" • Effects an aged appearance — a finish in natu-ral antique brass color of mellow quality. Since the coloring matter in every case is fused in the actual metal itself, it is permanent and gives a dull olive green cast to the brass. "Dull Polish" • Is a clean brass finish with a soft lustre resembling old silver. "Redeemed Antique Color" • Is obtained by a repeated rubbing process involving antiquing and re-cleaning by hand — a somewhat more expensive finish suggesting the color of rich old brass that has been polished over and over again for many years. "Full Bright Polish" • Resembles old brass from which all the antique color has been removed, then, highly polished to a golden lustre. It is not difficult, therefore, to realize that in order to secure such patina in modern hand-wrought brasses, entails much time and knowledge, hence the cost which logically exceeds that of machine-made examples. Machine-made Replicas • With all the charm of hand-wrought brasses, we cannot fail to overlook the excel-lent examples of machine-made re-productions and adaptations which our present day manufacturers are producing for use on period-styled furniture of modest price. These die-pressed or cast brasses are in-deed a credit to their producers and without them, modestly priced peri-od furniture would be lamentably incomplete. The exactitude with which preci-sion of design and antique appear-ance is attained in the best grades of machine-made brasses is quite amazing. Since these die-pressed and cast brasses of high quality are pat-terned after fine old traditional ex-amples, the sketch accompanying this article will no doubt be of inter-est. It displays some of the best examples of 18th and 19th Century hand-wrought brasses as produced by the better manufacturers of today. Pictured are a "tear drop" pull, a key, a pierced plate handle, a key plate or escutcheon, an eagle finial, a spun knob, an oval pull, a plate handle, a ring pull, a bail handle with embossed key escutcheon, a lion's head ring pull, a bed bolt shield or cover. The Sketch Book (Continued from page 25) Adaptation • Bevelacqua's adapta-tion has a serpentine front also, but reversed from the plan of the orig-inal. The designer has introduced crotch veneers in place of the paint-ed ovals, although decorative panels could be employed, where the price warranted. A carved moulding is used at the top and base, an inlay line decorates the drawer and door fronts with a painted decoration enhancing the top center drawer. Semi-carved feet simulate the full pineapple effect of the original commode. New Trucks (Continued from page 21) operating expense. What leaks are reducing profits? This truck cost may be divided into two brackets— variable and fixed expense, the first including items that enter into the cost of operation and maintenance; the second, expenses which are known in advance, such as taxes, licenses, wages, depreciation, insur-ance, etc. With the increased traffic problem existing in most localities, routing is an important factor, much time is lost in sending trucks through con-gested streets. Constant experimen-tation in this routine will speed up your service, as will added efficiency at the loading dock. 34 FINE FURNITURE FURNITURE • SALESMEN'S • CLUB of the GRAND RAPIDS FURNITURE EXPOSITION ED. RANSOM, President JACK COOPER. First Vice-President ARTHUR WINDSOR. Second Vice-President CHARLES F. CAMPBELL Secretary-Treasurer CLARK BEIRIGER, Assistant Secretary FRANCIS D. CAMPAU, Counsel AHL, J. N., JR. — 130 Hawley St., Bingham-ton, N. Y. Tel. 4-2876 Business address, same as above. Representing—Grand Ledge Chair Co. ANDERSON, ERNEST H. — 225 Bowen St., Jamestown, N. Y. Tel. 6075. Representing — Atlas Furniture Co., Jamestown, N. Y. ANDERSON, RALPH H. —Oakwood Manor, Grand Rapids, Mich. Tel. 9-3211. Business address, R. W. Irwin Co., Grand Rapids, Mich. Tel. 9-4685. Representing — R. W. Irwin Co. ANDERSON, WM. H. — 2572 Elm St., Den-ver, Colo. Tel. FR0873. Business address, 1127 Wazee St., Denver, Colo. Tel. TA3835. Representing — Furn. City Uph. Co., North-west Chair Co. AYLWARD, J. F. — Chateau Lafayette, Greenwich, Conn. Tel. Greenwich-1999. Business address, 110 East 32nd St., New York City, N. Y. Tel. Caledonia 5-0636. Representing — Murray Furn. Co., Lentz Table Co. BAKER, E. B. F. — P. O. Box 332, 302 Downer Place, Aurora, 111. Representing — Rockford National Furn, Co., G. R. Lounge Co. BAKER, CHAS. V. — Geneva, Ohio. Tel. 498. Business address, Grand Ledge Chair Co., Grand Ledge, Mich. Representing — Grand Ledge Chair Co. BALL, JOE N. — 55 Carlton, S. E., Grand Rapids, Mich. Tel, 8-3413. Representing — Ralph Morse Furn. Co., Holland Furn. Co., Dutch Woodcraft Shops BARKHURST, C. F. — 3508 Mooney Ave., Cincinnati, Ohio. Tel. East 2993. Business address, same as above. Representing — Cochran Chair Co., A. S. Payne, Inc., The Sweat-Comings Co. BARNARD, L. D. — 612 Church St., Evans-ton, III. Tel. Greenleaf 1151. Business ad-dress, c/o Phoenix Chair Co., Furniture Mart, Chicago. Tel. Superior 4100. Repre-senting — Skandia Furniture Co., Phoenix Chair Co., Elite Furniture Co. BARNES, PAUL E. — 134 Moss Ave., Oak-land, Calif. Tel. Piedmont 2733. Business address, same as above. Tel. same. Repre-senting — Peter Engel, Inc., Skandia Furn. Co., Lentz Table Co., The Sheets Mfg. Co. BEIRIGER, CLARK H. — 2334 Argentina Dr., Grand Rapids, Mich. Tel. 5-3993. Business address, 600 Monroe Ave., Grand Rapids, Mich. Tel. 9-6253. Representing — Mueller Furniture Co. BELLAIRE, E. J. — 941 Belklaire, East Grand Rapids, Mich. Tel. 5-3472. Business address, Baker Furniture, Inc., Grand Rap-ids- Holland, Mich. Tel. 8-1359. Represent-ing — Baker Furniture, Inc. BENDEL, LEO —2081 E. 4th St., Brooklyn, N. Y. Business address, 17 West 29th St., New York City. Tel. Bog-44830. Represent-ing — Skandia Furn. Co., S. Karpen & Bros. BENNETT, WILLARD J.—864 Iroquois Dr., Grand Rapids, Mich. Tel. 5-4396. Business address, 300 Hall St., Grand Rapids, Mich. Tel. 3-2931. Representing — Herman Miller Furn. Co., Herman Miller Clock Co., Van-der Ley Bros., Inc. BERGELIN, ROBERT B. — 206 Charles, Grand Rapids, Mich. Tel. 8-8483. Business address, Robt. W. Irwin Co., Grand Rapids, Mich. Tel. 9-4685. Representing — R. W. Irwin Co. BERWANGER, A. —30 Cottage, Mt. Vernon, N. Y. Representing — Rockford National Furn. Co. BIRDSEYE, CHAS. E. —101 Lincoln Ave., Syracuse, N. Y. Tel. 5-3360. Representing — Jamestown Table Co., Hale Company, F. A. Nichols Co., Iredell Sales Co., Warsaw Furn. Mfg. Co. . BIRT, C. LESLIE —1900 Jefferson Ave., Grand Rapids, Mich. Tel. 3-7474. Business address, Berkey & Gay Furn. Co., Grand Rapids, Mich. Tel. 8-1234, Representing — Berkey & Gay. BISAILLON, L. E. — 2560 Elmwood Ave., East Grand Rapids, Mich. Business address, Mueller Furn. Co., Grand Rapids, Mich. Tel. 9-6253. Representing — Mueller Furn. Co. BOGARD, GLENN H. — 1451 Tamarack, N. W., Grand Rapids, Mich. Tel. 7-6409. Busi-ness address, Grand Rapids Bedding Co., Grand Rapids, Mich. Tel. 9-4169. Repre-senting — Grand Rapids Bedding Co. BOMBERGER, IRWIN S. — 443 N. Eighth St., Lebanon, Pa. Tel. 68J. Business ad-dress, same as above. Tel. same. Represent-ing— Mueller Furn. Co., Wm. A. Berkey Furn. Co., Brickwede Bros. Co BONDY, W J. — 778 Santa Ray Ave., Oak-land, Calif. Tel. Glencourt 0285. Business address, same as above. Tel. same. Repre-senting — Barnard-Simonds Co., Holland Furn. Co., Dutch Woodcraft Shops, Statton Furn. Mfg. Co., John B. Salterini Co., Hart Mirror Plate Co., Kaplan Furniture Co. BOWEN, JACK —294 Rosewood Ave., S. E., Grand Rapids, Mich. Tel. 9-6486. Business address, Kindel Furniture Co., Grand Rap-ids, Mich. Tel. 3-3676. Representing — Kindel Furn. Co. BOWMAN, JOHN M. — 1689 Merchandise Mart, Chicago, 111. Representing — Henry C. Steul & Sons, Inc. BRACKETT, ARTHUR L. — 949 Pinecrest, S. E., Grand Rapids, Mich. Tel. 3-2350. Business address, Grand Rapids Chair Co., Grand Rapids, Mich. Tel. 7-2421. Repre-senting — Grand Rapids Chair Co., Michi-gan Furn. Shops, Hart Mirror Plate Co. BRESSLER, W. H. — 55 West 95th St., New York City. Tel. Riverside 96407. Business address, 206 Lexington Ave., New York City. Tel. Caledonia 58841. Representing— Warsaw Furn. Mfg. Co., Manistee Mfg. Co. BRIGGS, SANFORD C — 330 Ann St., N.E., Grand Rapids, Mich. Tel. 7-1565. Business address, 23 Summer, Grand Rapids, Mich. Tel. 9-4685. Representing — Robt. W. Irwin BROOKS, CHAS. C, JR. —83-44 Lefferts Blvd., Kew Gardens, L. I. Business address, 11 E. 31st St., New York. Tel. Murray Hill 4-0796. Representing — Conant-Ball Co. BROOKS, HERBERT E. — 114 Pearl St., Gardner, Mass. Tel. 1695. Business address, Conant-Ball Co., Gardner, Mass. Tel. 95. Representing — Conant-Ball Co. BROWN, KENNETH H. — 129 W. 10th St., New York. Representing •— Estey Mfg. Co. BROWNLEE, ROBERT F. — Box 1174, Charlotte, N. C. Representing — W. F. Whitney Co., Inc. BROWNLEY, O. C. — 3747 Nortoma Rd., Baltimore, Md. Representing—Davis-Birely Table Co. BRYANT, NATE —22 Grand Ave., Grand Rapids, Mich. Tel. 9-4781. Business ad-dress, Widdicomb Furn. Co., Grand Rapids, Mich. Tel. 8-1255. Representing — Widdi-comb Furn. Co., Hastings Table Co., Ralph Morse Furn. Co. BUITEN, JOHN — 1000 Worden St., Grand Rapids, Mich. Tel. 5-4470. Business ad-dress, 601 5th St., Grand Rapids, Mich. Tel. 9-7211. Representing — John Widdicomb Co. BULLOCK, A. A.— 2528 N. Maryland Ave., Milwaukee, Wis. Tel. Lakeside 4772. Busi-ness address, same as above. Tel. same. Representing—Gunn Furniture Co., Lyon Metal Products, Inc. BULLOCK, FRANK W., JR. — 1840 Marin Ave., Berkeley, Calif. Tel. Ashberry 2214. Business address, same as above. Tel. same. Representing — Colonial Mfg. Co., Herman Miller Furn. Co. BULLWINKEL, JOHN H. — 43 Grove St., Bloomfield, N. J. Business address, same as above. Representing — Loeblein, Inc., Coch-ran Chair Co. BURRETT, A. P.— 151 Lincoln Blvd., Ken-more, Buffalo, N. Y. Tel. Riverside 1447. Business address, same as above. Tel. same. Representing — Jamestown Lounge Co., Charles R. Sligh Co., Williams-Kimp Furn. Co. BUS, ANDRE —2521 Berwick Dr., East Grand Rapids, Mich. Business address, Keeler Bldg., Grand Rapids, Mich. Tel. 8-9532. Designing for Furn. City Upholster-ing Co., Grand Rapids Bookcase & Chair Co., Paalman Furn. Co. BUTLER, C. W. — Hotel Samuels, James-town, N. Y. Representing — Atlas Furn. Co. BUTLER, R. E. — 1235 James St., Syracuse, N. Y. Representing — Butler Mfg. Co. CALDER, R. G. — Business address, John-son Furn. Co., Grand Rapids, Mich. Tel. 5-1161. Representing — Johnson Furn. Co., Johnson-Handley-Johnson Furn. Co. CAMPBELL, CHAS. F. — 17 Prospect, S. E., Grand Rapids, Mich. Tel. 9-5924. Busi-ness address, 821 Mich. Trust Bldg., Grand Rapids, Mich. Tel. 9-5771. Sec.-Treas. G. R. Furn. Expos. Assn., Sec.-Treas. Furn. Salesmen's Club CARLIN, C. L. — 30 Sheridan Ave., HoHo- Kus, N. J. Tel. Ridgewood, N. J. Tel. 65720 R. Business address, same as above. Rep-resenting — Grand Ledge Chair Co. CARLSON, HENRY N. — 1795 Beacon St., Brookline, Mass. Tel. Asp. 8055. Business address, same as above. Tel. same. Repre-senting — Union National Furn. Co., Van-der Ley Bros. CARR, HARRY M. — 215 Edgerton St., Rochester, New York. Tel. Monroe 2699. Business address, Hastings St., Rochester, N. Y., Tel. Glenwood 2600. Representing — Barnard-Simonds Co., Inc.; William A. Berkey Furn. Co.; David Milch (Mirrors). CASSADA, ORRIE S. — 1047 Calvin Ave., Grand Rapids, Mich. Tel. 5-1242. Busi-ness address, Berkey & Gay Furn., Grand Rapids, Mich. Tel. 81234. Representing — Berkey & Gay Furn. Co., Hekman Furni-ture Co., Charlotte Chair Co. CHAFFEE, L. LENTZ — Lentz Table Co., Nashville, Mich. CHILDS, WARREN C. — 8004 Ridge Ave., Roxborough, Phila., Penna. Tel, Roxboro 1977W. Business address, same as above. Tel. same. Representing — Statton Furni-ture Co. COLIE, E. F. — 76 Warwick Ave., Win-netka, 111. Business address, Kittinger Co., Buffalo, N. Y. Representing — Kittinger Co. COLLINS, FRANCIS P. — 8233 Evans Ave., Chicago, 111. Tel. Tri. 5537. Busi-ness address, Merchandise Mart, Chicago, 111. Tel. Har. 2725. Representing — Robt. W. Irwin Co. COLLINS, GEORGE F — 507 Union, S. E., Grand Rapids, Mich. Business address, Ralph Morse Furn. Co., Grand Rapids, Mich. Tel. 9-6772. Representing — Ralph Morse Furn. Co., Widdicomb Furn. Co., Hastings Table Co. COMER, HARRY A. — 152 No. Detroit St., Los. Angeles, Calif. Tel. W. H. 5761. Busi-ness address, same as above. Representing — Jamestown Lounge Co COOK, ALVIN J. — 110 Howard St., Grand Haven, Mich. Business address, Eagle- Ottawa Leather Co., Grand Haven, Mich. Representing — Eagle-Ottawa Leather Co. COOPER, JACK N. — 10 Park Terrace East, New York, N. Y. Tel. Lorraine 7- 6661. Business address, same as above. Tel. same. Representing — West Michigan Furn. Co., Kuchins Furn. Mfg. Co. CORBETT, MATT M. — 1031 So. Hill St., Los Angeles, Calif. Tel. Pros. 3494. Busi-ness address, same as above. Tel. same. Representing — Associated Factories, Inc., Charles R. Sligh Co., Hellam Furn. Co., Star Furn. Co., Youngsville Mfg. Co, L. & J. G. Stickley Co., Colonial Desk Co., Rockford Desk Co. CORNELIUS, P. C. — 367 Benjamin Ave., S. E., Grand Rapids, Mich. Tel. 81946. Business address, 442 7th St., N. W., Grand Rapids, Mich. Tel. 8-1241. Representing — Wolverine Upholstering Co. COVELL, JOHN C. — 1612 Sherman, Grand Rapids, Mich. Tel. 5-6669. Business ad-dress, Grand Rapids Chair Co., Grand Rap-ids, Mich. Tel. 7-2421. Representing — Grand Rapids Chair Co. CRAGIN, ARTHUR B. — 11 Newell Road., Wakefield, Mass. Tel. Crystal 1699W. Busi-ness address same as above. Representing — Woodard Furn. Co., Star Furniture Co., Youngsville Mfg. Co. CRANE, THOMAS —Dunemere Lane, East Hampton, Long Island, N. Y. Tel. 276. Business address, The Lotus Club, 110 West 57th St., New York. Tel. Circle 7-0890. Representing — Grand Rapids Chair Co. DANIELS, E. W. — Business address, 560 Michigan Trust Bldg., Grand Rapids, Mich. D'ARCHANGEL, J. N. — 701 Griggs St., S. E., Grand Rapids. Business address, 40-50 Market W., Grand Rapids, Mich. Tel. 8-5727. Representing — J. N. D'Archangel Upholstering Co. i o r O C T O B E R - N O V E M B E R . 1937 35 Year 'Round Expositions ^ DAY and NIGHT FINE ARTS BUILDING Directly across the street from the Pantlind Hotel, the center of furniture activities in Grand Rapids, the FINE ARTS BUILDING is the newest and most modern Exhibition Building in this Famous Market. Nearly 100% of the buyers visiting the Grand Rapids Market will visit your display if your line is shown in the FINE ARTS BUILDING, due to its exceptional facilities for displaying merchandise and its convenience to the Pantlind Hotel, headquarters for all furniture activities. It is the only building in the FURNITURE CAPITAL, constructed exclusively for furniture displays and devoted exclusively to furniture exhibits. Furniture manufacturers are its sole tenants and all services of the building including lighting, floor arrangement, ventilation, etc., are conducted in their interest. Some choice space available at rental rates that will make your displays very profitable. Write today for complete details. Fine Arts Corporation Operating Fine Arts and Pantlind Exhibition Buildings We appreciate your mentioning you saw this in FINE FURNITURE 36 FINE FURNITURE DARE, SARA R. — 1024 Lake Drive, Grand Rapids, Mich. Tel. 9-3669. Business address, Keeler Bldg., Grand Rapids. Tel. 8-1542. Representing Ralph Morse Furn. Co., Grand Rapids Furn. Co. DAVIES, ALBERT S. — 2211 Union, S. E., Grand Rapids, Mich. Tel. 5-4725. Business address, same as above. Representing — Davies Furniture Co., Indianapolis Chair & Furn. Co., Reliable Furn. Mfg. Co. DAVIES, B. L. — c/o Michigan Seating Co., Jackson, Mich. Tel. 4522. Business address —• same as above. Tel. same. Representing •— Michigan Seating Co. DE BOER, J. HENRY —1544 S. State., Syracuse, N. Y. Tel. 4-1459. Business ad-dress, De Boer Mfg. Co., 104 S. State. Tel. 2-6195. Representing — De Boer Mfg. Co. DE LANY, WM. — 582 Lafayette, S. E., Grand Rapids, Mich. Tel. 8-5506. Business address, 140 Front, S. W., Grand Rapids, Mich. Tel. 9-3548. Representing — Furni-ture City Uph. Co., Wood Products Corp. DEMPSTER, THOS., JR. — 414 Cheshire Dr., N. W., Grand Rapids, Mich. Tel. 7-6332. Business address, 209 Front Ave., N. W., Grand Rapids, Mich. Tel. 9-4301. Repre-senting — West-Dempster Co., Furniture Photographers; Ullman Co., Photogravures Catalogs. DENT, T. ASHLEY — Business address, Berkey & Gay Furn. Co., Grand Rapids, Mich. Tel. 8-1234. Representing — Berkey & Gay Furniture Co. DETWEILER, ALAN WOOD —1759 Barr Ave., Crafton, Pa. Tel. Walnut 3157. Busi-ness address, Robert W. Irwin Co., Grand Rapids, Mich. Representing — Robert W. Irwin Co. DILLON, WM. J. — 47 Stewart, S. W., Grand Rapids, Mich. Tel. 3-6331. Business address — Mueller Furn. Co., Grand Rapids, Mich. Tel. 9-6253. Representing — Mueller Furn. Co. DOWNEY, DON — 19 W. 70 Terrace, Kan-sas City, Mo. Tel. Jackson 5226. Business address, 522 Finance Bldg., Kansas City, Mo. Tel. Harrison 2453. Representing — Furniture City Upholstering Co., Bernhardt Furn. Co.; Empire Case Goods Co. DOWNEY, HARRY — 1062 Jefferson Ave., Grand Rapids, Mich. Tel. 3-7281. Business address, same as above. Representing — Fur-niture City Uph. Co., Chas. P. Limbert Co. DYER, LOUIS S.—240 Alpine Place, Tuck-ahoe, N. Y. Tel. Tuckahoe 6140R. Business address, 152 West 42 St., N. Y. C. Tel. Wisconsin 7-6805. Representing — Grand Rapids Bookcase & Chair Co. EICHMANN, HARRY M. — 4548 No. Lawn-dale Ave., Chicago, 111. Tel. Keystone 2683. Business address, same as above. Represent-ing — Herman Miller Furn. Co., Herman Miller Clock Co., Kamman Furn., Inc. ELLES, E. J. — 354 So. Cochrane Ave., Char-lotte, Mich. Tel. 89. Business address, Charlotte Chair Co., Charlotte, Mich. Tel. 305. Representing — Charlotte Chair Co. EMMONS, HERBERT C. — 310 Meridian Ave., South Pasadena, Calif. Tel. Hu. 5470. Business address, same as above. Represent-ing— Wm. A. Berkey Furn. Co.; John Widdicomb Company; West Michigan Furn. Co. ENGEL WALTER M. —1800 Albemarle Road, Brooklyn, N. Y. Tel. Ing. 2-0357. Business address, 206 Lexington Ave., New York. Tel. Cal. 5-1270. Representing — Tell City Furn. Co., McDowell Furn. Co., J. L. Metz Furn. Co. EPPINGER, J. M. — 51 Stuyvesant Ave., Larchmont, New York. Tel. Larchmont 377. Business address, 32 East 57 St., New York, N. Y. Tel. Wickersham 2-5696. Representing — Herman Miller Furn. Co., and Herman Miller Clock Co. EVANS, GEO. D.—267 S. Reeves Dr., Beverly Hills, Calif. Tel. Oxford 8571. Busi-ness address, same as above. Representing—• Baker Furniture, Inc., Grand Rapids Furn. Co., Michigan Furniture Shops, Aulsbrook & Jones. EVANS, W. C. — 1830 Pendleton St., Colum-bia, S. C. Tel. 2-2051. Business address, Baker Furniture, Inc., Grand Rapids, Mich. Representing—Baker Furn. Co., Inc.; West Michigan Furn. Co., Grand Rapids Furn. Co., Michigan Furniture Shops. FIELD, B. P. — 449 Glenwood Ave., Grand Rapids, Mich. Tel. 9-2837. Business address, Gunn Furn. Co., Grand Rapids, Mich. Tel. 7-2471. Representing—Gunn Furn. Co. FLEISCHMAN, ARTHUR H. — 140 Linden Ave., Buffalo, N. Y. Representing — Henry C. Steul & Sons, Inc. FORD, J. E. — 150 Fuller Ave., S. E., Grand Rapids, Mich. Tel. 9-2320. Business address, same as above. Representing — J. E. Ford Co., Capital Furniture Co., J. Bernard Co., Inc., Williams Furn. Co. FORSLUND, CARL V. — 722 Ardmore, Grand Rapids, Mich. Tel. 5-2225. Business address, 133 E. Fulton, Grand Rapids, Mich. Tel. 9-2225. Representing — Shaw-Forslund, Retail Store. FOSTER, EUGENE W. — 8602 111th St., Richmond Hill, New York. Tel. VI. 7-1274. Business address, 470 Fourth Ave., N. Y. C. Tel. M. H. 4-5510. Representing — Johnson Furn. Co., Johnson-Handley-Johnson. FOSTER, WILLIAM H. — 480 Ridgewood Road, Maplewood, New Jejrsey. Tel. South Orange 2-9332. Business address, same as above. Representing —• Paalman Furn. Co., Henry C. Steul & Sons, Inc. FOWLER, CARL E. — 1421 Franklin St., S. E., Grand Rapids, Mich. Tel. 5-6851. Business address, The Widdicomb Furn. Co., Grand Rapids, Mich. Tel. 8-1255. Repre-senting — The Widdicomb Furn. Co., Has-tings Table Co. FREY, OTTO J. — 927 Giddings Ave., Grand Rapids, Mich. Tel. 3-4785. Business address, Robert W. Irwin Co., Grand Rapids, Mich. Tel. 9-4685. Representing — Robert W. Irwin Co. FULLER, R. F. — 938 Ogden Ave., Grand Rapids, Mich. Tel. 3-2463. Business address, Keeler Bldg., Grand Rapids, Mich. Tel. 8-1542. Representing—Colonial Mfg. Co. GALA VAN, EDW. — 7520 N. Claremont Ave., Chicago, 111. Tel. Briargate 9735. Represent-ing — Atlas Furniture Co. GAMBLE, EDWIN C. — 1727 Franklin St., Grand Rapids, Mich. Tel. 3-5326. Business address, 200 Commerce, Grand Rapids, Mich. Tel. 8-7559. Representing — Michigan Furniture Shops, Inc., Colonial Manufactur-ing, Charles P. Limbert. GAMBLE, GORDON — 529 Fairview Ave., Grand Rapids, Mich. Tel. 8-3996. Business address, Michigan Furn. Shops, Grand Rap-ids, Mich. Tel. 8-7559. Representing — Michigan Furn. Shops. GANS, I. I. — 225 Eastern Parkway, Brook-lyn, N. Y. Tel. Nevins 8-4642. Business ad-dress, 206 Lexington Ave., New York City, N. Y. Tel. Caledonia 5-1160. Representing — Retan Furn. Co., Bay View Furn. Co., Una-gusta Mfg. Corp. GLOCK, CHARLES C. — 1 University Place, New York, N. Y. Tel. Gr. 7-1032. Business address, Art in Industry, 32 East 57, New York, N. Y. Tel. PI. 3-2412. Representing — Statton Furn. Mfg. Co. GOLDSTEIN, HARRY W. — 23 W. 73rd St., New York. Representing — Cochran Chair Co., Empire Case Goods Co. GOODWILL, FRANCIS — 1 Pine St., Lake-wood, N. Y. Tel. 2871. Business address, Jamestown Lounge Co., Jamestown, N. Y. Tel. 5154. Representing—Jamestown Lounge Co., Charles R. Sligh Co. GORMAN, A. P.— 217 School St., Belmont, Mass. Tel. Bel. 3643. Business address, same as above. Representing — A. S. Payne, Inc., Rockford Nat'l Furn. Co., Bechtold Bros. Uph. Co., Wood Products Corp., Cochran Chair Co. GREENE, JOHN L. — 2066 Wealthy St., Grand Rapids, Mich., Tel. 5-3841. Business address, Luce Furniture Co., Grand Rapids, Mich. Tel. 9-4621. Representing—Luce Furn. Co. GREEN, LEWIS A. — 826 Pinecrest Ave., S. E., East Grand Rapids, Mich. Tel. 5-6960. Business address, Wm. A. Berkey Furn. Co., Grand Rapids, Mich. Tel. 8-5613. Represent-ing — Wm. A. Berkey Furn. Co. GREGSON, ROBT. B. — 80 Harding Ave., Clifton, N. J. Business address, 1893 Elm-wood Ave., Buffalo, New York. Tel. Riv. 3070. Representing —• Kittinger Co. GRISWOLD, JOSEPH G., JR.—432 Foun-tain St., Grand Rapids, Mich. Tel. 9-2043. Business address, c/o The Widdicomb Furn. Co., Grand Rapids, Mich. Tel. 8-1255. Rep-resenting — The Widdicomb Furniture Co., Hastings Table Co., Ralph Morse Furn. Co. HAAS, O. STEPHEN — 1216 So. West St., Kalamazoo, Mich. Tel. 2-6636. Business ad-dress, 802 Monroe Ave., N. W., Grand Rap-ids, Mich. Tel. 8-4131. Representing — Fine Arts Furn. Co. HAEBERLEIN, ROBERT W. — 424 Mon-astery Ave., Philadelphia, Pa. Tel. Rox. 2285J. Business address, same as above. Representing —• Iredell Sales Co., Conti-nental Furn. Co., F. A. Nichols Co. HAMM, C. E. — 227 Howard, Grand Haven, Mich. Tel. 596W. Business address, Eagle- Ottawa Leather Co., Grand Haven, Mich. Tel. 8. Representing—Eagle-Ottawa Leather Company. HANNEWYK, BENJAMIN J. — 400 E. 59th St., New York, N. Y. Tel. EL 5-0264. Busi-ness address, 101 Park Ave., New York, N. Y. Tel. Le 2-2037. Representing — Ber-key & Gay Furn. Co. HANSON, KENNETH B. — 617 Grove St., Evanston, 111. Tel. Greenleaf 8156. Business address, 1628 Merchandise Mart, Chciago, 111. Tel. Superior 5479. Representing — Fine Arts Furn. Co., National Furn. Co. HARRIS, ROBERT W. — 18 Fuller Ave., S. E., Grand Rapids, Mich. Business address, Waters-Klingman Bldg., Grand Rapids, Mich. Tel. 8-1002. Representing — Wolverine Uph. Co., Lentz Table Co., Arcadia Furn. HART, EDW. R. — Business address, 62 W. 47th St., New York, N. Y. Tel. Bryant 9-6278. Representing—Widdicomb Furn. Co., Hastings Table Co. HATHAWAY, B. A., JR. — Spring Lake, Mich. Business address, Estey Mfg. Co., Owosso, Mich. Representing — Estey Mfg. Co. HAWORTH, W. E. — 304 S. Prairie St., Whitewater, Wisconsin. Tel. 195-M. Busi-ness address, same as above. Representing — West Michigan Furn. Co., Sterling Sweeper Co., H. Neuer Glass Co., Brown Bros. Co., Volckman Furn. Mfg. Co. HEALEY, LEONARD H. — 88-15 172nd St., Jamaica, N. Y. Tel. Rep. 9-3162. Business address, same as above. Representing—Wol-verine Upholstering Co. HERRICK, R. WILLIAM —R. 2, Spring Lake. Mich. Tel. 7116F3. Business address, Stickley Bros. Corp., Grand Rapids, Mich. Tel. 5-2191. Representing—Stickley Bros. HERRSCHER, GEO. L. — 1143 Worden St., Grand Rapids, Mich. Tel. 5-2381. Business address, c/o Fine Arts Corp., Grand Rapids, Mich. Tel. 8-1363. Representing — Fine Arts Bldg., Grand Rapids, Mich. HICKS, EDWIN N. — 753 College Ave., S. E., Grand Rapids, Mich. Tel. 5-5269. Business address, Waters-Klingman Bldg., Grand Rapids, Mich. Tel. 9-4161. Represent-ing •—• Grand Ledge Chair Co. HICKS, RUSSELL A.—417 Cambridge Blvd., S. E., Grand Rapids, Mich. Tel. 8-1610. Business address, Robert W. Irwin Co., Grand Rapids, Mich. Tel. 9-4685. Represent-ing — Robert W. Irwin Co. HILL, LAWRENCE A.— 51 Grand Ave., N. E., Grand Rapids, Mich. Tel. 8-8055. Business address, Keeler Bldg., Grand Rap-ids, Mich. Tel. 8-1542. Representing — Stat-ton Furniture Mfg. Co. HOBSON, IRVIN B. — 6001 34th Place, N. W., Washington, D. C. Tel. Emerson 1968. Business address, same as above. Rep-resenting — Estey Mfg. Co., Falcon Mfg. Co., J. W. Whitlock Co., Mentzer-Reed Furn. Co. HODGMAN, HOWARD P. — 131 East Elm St., Greenwich, Conn. Tel. 2562J. Business address, same as above. Representing — Baker Furniture, Inc., L. & J. G. Stickley Co. HOGAN, PHILIP —43 Woodcliff Rd., Wellesley Hills, Mass. Tel. Wellesley 2063. Representing — Henry C. Steul & Sons, Inc. HOLMES, B. J. —1301 Sigsbee St., Grand Rapids, Mich. Tel. 8-9434. Business address, Waters-Klingman Bldg., Grand Rapids, Mich. Tel. 9-4161. Representing — Holland Furniture Co., Dutch Woodcraft Shops. HORNER, F. C. "JACK" — 1811 Cumberland St., Rockford, 111. Tel. Forest 1755. Business address, same as above. Representing — Charlotte Chair Co., Skandia Furn. Co., Davis-Birely Table Co. HOULT, W. A. —132 East 36th St., New York, N. Y. Tel. Lex. 2-1939. Business ad-dress, 383 Madison Ave., New York, N. Y. Tel. Wis. 2-4930. Representing — Luce Fur-niture Corp. HOWARD, J. B. — 411 Union, S. E., Grand Rapids, Mich. Tel. 8-0678. Business address, 1661 Monroe Ave., N. W., Grand Rapids, Mich. Tel. 7-2421. Representing — Grand Rapids Chair Co. HOWELL, J. H. — 2014 E. 7th St., Char-lotte, N. C. Business address, same as above. Representing — Charlotte Chair Co., Shaw Mfg. Co., Warsaw Furn. Co., Red Lion Table Co. HULDIN, SAM—227 Warren Ave., S. E., Grand Rapids, Mich. Tel. 8-4111. Business address, 442 7th St., N. W., Grand Rapids, Mich. Tel. 8-1241. Representing — Wolverine Uph. Co., Carrom Co. HURD, HAYNES A.— 312 Carlton Ave., Grand Rapids, Mich. Tel. 8-5430. Business address, same. HURST, ROBERT—24 Fern St., Floral Park, Long Island. Tel. Floral Park 985. Business address, 40 E. 34th St., New York, N. Y. Tel. Cal. 5-5485. Representing — Baker Furniture, Inc. IRISH, C. W. — 333 Richard Terrace, Grand Rapids, Mich. Tel. 8-1017. Business address, Keeler Bldg., Grand Rapids, Mich. Tel. 8-1359. Representing—Baker Furniture, Inc. JACKSON, W. S.—1316 Sheridan Ave., Plym-outh, Mich. Tel. 637. Business address, same as above. Representing — The Nurre Companies, Inc., Arcadia Furn. Co., Logan Co. JEDELLE, O. F. —108 W. California Ave., Columbus, Ohio. Tel. La. 3245. Business ad-dress, same as above. Representing — Grand Rapids Lounge Co., Royal-Wilhelm Furn. Co., Crane & McMahon, Inc. JENNINGS, ABRAM —339 Morris Ave., S. E., Grand Rapids, Mich. Tel. 8-5605. Business address, Barnard & Simonds Co., Rochester, N. Y. Representing — Barnard & Simonds Co. for OCTOBER-NOVEMBER, 1937 37 GOOD BUSINESS DEPENDS UPON GOOD MERCHANDISING You Can Control the Buying Habits of Your Community Through Good Merchandising Why blame conditions when your sales and net profits are not up to normal? Why not get the business in spite of an apparent "let-down" in business by employing new and better merchandising methods? You can utilize the same methods which have brought to other aggressive furniture stores a month to month and year to year increase in total sales volume and improved net profits. We can say truthfully that it is possible for you to do exactly what these other furniture merchants have done (names fur-nished on request) through the medium of the Joseph P. Lynch method of ten-day special sales. This service offers a solution to the perplexing merchandising problems of today and its efficiency has been thoroughly tested and demonstrated by some of America's keenest merchandisers. This plan establishes public confidence, sells the policies of your store, exerts a powerful permanent influence on your year's sales totals, injects enthusiasm into your sales organization and applies mass psychology to advertising, selling, arrangement of merchandise and many other factors which have to do with good merchandising. Best of all, this plan is clean-cut, the name of the Joseph P. Lynch organization does not appear as connected in any way with your store, you approve all advertising, place your own prices on all merchandise, handle all cash, and, in fact, every detail connected with this plan is such that it will bear your most searching careful investigation. J WRITE OR WIRE NOW FOR OUR FREE PLANS Space in this advertise-ment permits our giving you only a brief idea as to the intimate details of the Joseph P. Lynch Sales Plan. Our complete outline goes thoroughly into detail — tells you exactly what we do — how we do it — and what it costs you for our services. This is gladly sent you without obligation upon request and we urge you to write or wire us imme-diately. Surely if some of Amer-ica's largest and most reputable stores place their confidence in us why should you hesitate? Send for it today. We promise you will not be disappointed. V. r Many of America's finest retail stores are building exceptional sales volume and net profits through the use of Joseph P. Lynch 10-Day Special Sales. Write, wire, phone, or visit our office while visiting the Grand Rap-ids market and let us give you full details of our 10-Day Special Sales Plan. No obligation. Our complete outline goes thoroughly into details — tells you exactly what we do — how we do it — and what it costs you for our services. This is gladly sent you upon request without obliga-tion, and we urge you to "write or wire us immediately. Surely if some of America's largest and most success-ful stores engage us to conduct their special sales — stores with stocks ranging from $15,000 to well over a million dollars — why should you hesitate to use our plan? Write today. We promise you'll not be disappointed. Address All Correspondence to THE JOSEPH P. LYNCH SALES CO. 148-154 LOUIS ST., GRAND RAPIDS, MICH. We appreciate your mentioning you saw this in FINE FURNITURE 38 FINE FURNITURE JOHNSON, A. P.— 356 Cherry St., S. E., Grand Rapids, Mich. Tel. 9-2198. Business address, Lyon & Ottawa, Grand Rapids, Mich. Tel. 8-1263. Representing — Grand Rapids Furn. Expos. Assn. JOHNSON, DUDLEY W. — 1416 Crenshaw Blvd., Los Angeles, Calif. Tel. PA-6288. Business address, same as above. Represent-ing — Fine Arts Furn. Co. JOHNSON, E. P. — 201 Earl Rd., Michigan City, Ind. Tel. 836. Business address, c/o Williams-Kimp Furn. Co., Grand Rapids, Mich. Representing — Conant-Ball Co., Wil-liams- Kimp Furn. Co., Brower Furn. Co. JOHNSON, FLOYD O. — 603 Harding Ave., Jamestown, N. Y. Representing—Atlas Fur-niture Co. JOHNSON, PHIL S. —1354 Sigsbee St., S. E., Grand Rapids, Mich. Tel. 8-4568. Busi-ness address, 155 Ottawa Ave., N. W., Grand Rapids, Mich. Tel. 9-4938. Representing — Furniture Capital Pub. Co., publishers of Fine Furniture Magazine. JOHNSON, URBAN A. — 1005 Iroquois Dr., Grand Rapids, Mich. Tel. 3-3802. Business address, Imperial Furn. Co., Grand Rapids, Mich. Tel. 7-2451. Representing — Imperial Furn. Co., Grand Rapids Chair Co., The Schoonbeck Co. JONES, C. RUSSELL — 1019 San Lucia Dr., Grand Rapids, Mich. Tel. 5-6971. Business address, West Michigan Furn. Co., Holland, Mich. Representing — West Michigan Furni- JONES, FRANK S. — 616 Lincoln Ave., N. W,. Grand Rapids, Mich. Tel. 8-2617. Business address, same as above. Represent-ing — Bechtold Bros. Uph. Co., Wood Prod-ucts Table Corp. JONES, PAUL W. — 21 N. Prospect, Grand Rapids, Mich. Tel. 9-5710. Business address, Waters-Klingman Bldg., Grand Rapids, Mich. Representing—Holland Furniture Co., Dutch Woodcraft Shops; Charlotte Chair Co. JONES, RUSSELL N. — 749 Livingston Ave., N. E., Grand Rapids, Mich. Tel. 8-5697. Business address, Johnson Furn. Co., Grand Rapids, Mich. Tel. 5-1161. Represent-ing — Johnson Furn. Co., Johnson-Handley- Johnson Co. KAMMAN, DANIEL L. — 307 Wellesley Road, Philadelphia, Penna. Tel. CHE. 5277. Business address, Kamman Furn., Inc., 1201 Chestnut St., Phila., Pa. Tel. RIT. 6723. Representing — George B. Bent, Clore & Hawkins, Stanley Chair Co., K. Nicholson Furn. Co., Pava & Co., McParland Furn. Co. KAMMAN, I. B. — 35 Brompton Rd., Great Neck, L. I., New York. Tel. Great Neck 3012. Business address, 1201 Chestnut St., Phila., Pa. Tel. Rittenhouse 6723. Represent-ing — Geo. B. Bent Co., Clore & Hawkins, Stanley Chair Co., K. Nicholson Furn. Co., Pava & Co., Kamman Furn., Inc. KAYE, HENRY G. — 245 Madison Ave., S. E., Grand Rapids, Mich. Tel. 8-6947. Business address, 47 Market St., Grand Rap-ids, Mich. Tel. 8-5613. Representing — Wm. A. Berkey Furn. Co. KEENEY, TOM O. —1128 S. E. 1st St., Evansville, Ind. Tel. 2-4340. Business ad-dress, same as above. Representing — Grand Ledge Chair Co., Rockford Chair & Furni-ture Co., Lentz Table Co. KERR, R. STANLEY — Meadow Road, Riv-erside, Conn. Tel. Old Greenwich 7-1505. Business address, 40 E. 34th St., Rm. 1513, New York, N. Y. Tel. Caledonia 5-3957. Representing — W. F. Whitney Co., Inc. KIEKINTVELD, CHESTER — 2228 Horton Ave., Grand Rapids, Mich. Tel. 3-8837. Business address, Keeler Bldg., Grand Rap-ids, Mich. Tel. 8-9222. Representing—Grand Rapids Bookcase & Chair Co., Paalman Furn. Co. KINDEL, TOM —735 San Jose Dr., Grand Rapids, Mich. Tel. 5-4147. Business address, Kindel Furn. Co., Grand Rapids, Mich. Tel. 3-3676. Representing — Kindel Furn. Co. KINNEY, F. L. — 766 Belmont Ave., Seattle, Wash. Tel. CA 5829. Business address, same as above. Representing — Kindel Furn, Co., W. F. Whitney Co., Grand Rapids Bookcase 8c Chair Co., Paalman Furn. Co., Kozak Studios. KNOX, VAN W. — Pine Bluff, Ark. Tel. 1048. Business address, same as above. Rep-resenting — Johnson Furn. Co., Johnson- Handley-Johnson, Chas. R. Sligh Co., Val-entine- Seaver Co., H. T. Cushman Mfg. Co. KOECHER, WM. —3258 No. 17th St., Phila-delphia, Pa. Tel. Radcliff 7969. Business ad-dress, same as above. Representing — B. L. Erstein, H. T. Cushman Mfg. Co., Tell City Chair Co. KOZAK, JOHN A. — 1815 Coit Ave., N. E., Grand Rapids, Mich. Tel. 7-2233. Business address, 640 Front, N. W., Grand Rapids, Mich. Tel. 8-5461. Representing — Kozak Studios. KUCHINS, HARRY — 7210 Henderson Road, St. Louis, Mo. Tel. Evergreen 3046. Busi-ness address, 826 Palm St., St. Louis, Mo. Tel. Central 5057. Representing — Kuchins Furn. Mfg. Co. KUHLMAN, C. S. — 209 West Center St., Fostoria, Ohio. Tel. 309-M. Business address, same as above. Representing — West Mich-igan Furn. Co., Charlotte Chair Co., Davis- Birely Table Co. KUIPER, CHESTER E. — 214 West Fif-teenth St., Holland, Mich. Tel. 9307. Busi-ness address, same as above. Representing— Holland Furniture Co., Dutch Woodcraft Shops, Grand Rapids Lounge Co. LARAMY, M. M. — 609 Stanley Ter., N. E., Grand Rapids, Mich. Tel. 8-0383. Business address, same as above. Representing — Estey Mfg. Co., Arcadia Furn. Co. LAUFERSKY, W. J. —1250 Covell Rd., Grand Rapids, Mich. Tel. 7-5477. Business address, same as above. Representing — Kuchins Mfg. Co., Morganton Furn. Co. LAUTERHAHN, CECIL M. — 645 Worden St., Grand Rapids, Mich. Business address, Kindel Furn. Co., Grand Rapids, Mich. Tel. 3-3676. Representing — Kindel Furniture Co. LEE, WILLIAM S. — 306 Briarwood Ave., East Grand Rapids, Mich. Tel. 8-4812. Busi-ness address, Fine Arts Bldg., Grand Rap-ids, Mich. Tel. 8-136-3. Representing — Charlotte Chair Co., Davis-Birely Table Co., Holland Furn. Co. and Dutch Woodcraft Shops. LOEBLEIN, D. D. — Kent, Ohio. Business address, Loeblein, Inc., Kent, Ohio. Repre-senting — Loeblein, Inc. LOEBLEIN, T. T. — Kent, Ohio. Business address, Loeblein, Inc., Kent, Ohio. Repre-senting — Loeblein, Inc. LOCKHART, DAVID H. — 3041 Central Ave., Indianapolis, Ind. Tel. TAL. 3586. Business address, same as above. Repesent-ing — Drexel Furn. Co., Benard L. Erstein, Murray Furn. Co. LONG, W. I.— 170 Vine St., Chillicothe, Ohio. Tel. 906-A. Business address, Statton Furn. Mfg. Co., Hagerstown, Md. Tel. 2455. Representing — Statton Furniture Mfg. Co. LUTZ, CHARLES F. — 130 B

Date Created:

1937-10-01T00:00:00Z

Data Provider:

Grand Rapids Public Library (Grand Rapids, Mich.)

Collection:

2:9

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/87