Collection: 1:1 / Institution: Grand Rapids Public Library (Grand Rapids, Mich.) / Topic: Furniture Industry - Detroit Housewives League

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1. Fine Furniture; 1936-05

Notes:: Issue of a furniture trade magazine published in Grand Rapids, Mich. It began publication in 1936. and Two dollars a year Price 20 cents Grand Rapids, Mich. May 1936 Furniture's Proudest The rebirth of Ber-key & Gay becomes dramatically evident as old friends pass through this door-v) a y to the. n ew Berkey & Gay shoiv-rooms. Coat-of-Arms Since 1853 your customers have looked to this shop mark as their protection when buying^ their pride ever after. Berkey OL Ciay announce th.e Premier Showing of tkeiir New Line Following months of thoughtful study and careful planning, the premier showing of the new Berkey & Gay line will be held in the new Berkey & Gay showrooms, located at the factory, plant 1, at the corner of Monroe Avenue and Mason Street, Grand Rapids, Michigan, commencing Friday, May 1, 1936, at 8:00 A.M., and continuing to Saturday, May 9. Backed by its management and personnel, those traditions and policies so successful in past Berkey & Gay history will be faithfully maintained in the future. Only furniture of finest quality, in keeping with Berkey & Gay's cherished reputation, superbly styled by the foremost staff of designers in the country, will be distributed on an exclusive basis by the leading furni-ture and department stores in every community. BERKEY & GAY FURNITURE CO. • GRAND RAPIDS, MICHIGAN S h o w r o o m s a t t h e f a c t o r y , p l a n t 1 , c o r n e r M o n r o e a n d M a s o n We appreciate mentioning you saw this in FINE FURNITURE 1 'Since we put in our department o d^ftk, we have been getting more business from the wealthier families.9' A Carved Oak Living Room, Sold to a Fine Home, Will Advertise Your Store Favorably for Years You can afford to put more effort behind Carved Oak because of the added profit and the adver-tising job it will do for you. You can trade up with Carved Oak. Write us about a display, or see us in May at the Carved Oak Galleries in the Keeler Building at Grand Rapids. Grand Rapids Bookcase & Chair Company Oak Specialists HASTINGS — MICHIGAN We appreciate mentioning you saw this in FINE FURNITURE r FINE FURNITURE REG. V. 8. PAT. OFF. b b l H rAKKbK is a chair around which you may build any number of interesting ensembles for the living room. Victorian in style, it has a smart sophistication that makes it right at home in almost any type of room, with properly selected cover. Let us send you photographs, prices, and tell you how other stores are "going to town" with it. ANNE HATHAWAY is a chair low in price and high in value. When you need some-thing to pull up your sales volume and put you on the map with the home-makers in your trading area, feature Anne Hathaway in your advertising and on your floor. Priced right, comfortable and so attractive that it's a well-nigh irresistible piece. Write for photographs and price lists. ^-/) NAME AND DESIGN REG. U. S. PAT. OFF. CHAIR Vander Ley Bros., Inc. 300 Hall Street GRAND RAPIDS, MICH. FlN€ FURNITUR€ the Homefurnishing Magazine from the Furniture Style Center of America VOLUME 1 1936 NUMBER 1 GEORGE F. MACKENZIE, President PHIL S. IOHNSON. General Manager ROD G. MACKENZIE, E d i t o r •MAY-Cover illustration courtesy Johnson, Handley, Johnson Co. Grand Rapids What's Going on This Market, by Rod Mackenzie 14 Tested Retailing Tips 20 Radio Sales Closed in Store, by Charles N. Tunnell 22 Showmanship Sells Appliances 23 Furniture Frolics, by Ray Barnes 25 Sketch Book, by Frank C. Lee 26 Wonder House Stirs Business 28 The Customers' Viewpoint, by Ruth Mclnerney 31 Floor Coverings, Draperies, Fabrics 32 Public Announcement, by Chet Shafer 37 Today is Pay Day 39 Grand Rapids Assured Museum 40 How D' You Like It? 41 Chicago Market Illustrations 42 Furniture Salesmen's Club 45 Around the Grand Rapids Market 49 Homefurnishing News and Reviews 54 Published monthly by the Furniture Capital Publishing Co., Asso-ciation of Commerce Bldg., Grand Rapids, Mich. Application for acceptance under Act of June 5, 1934, pending. FINE FURNITURE copyright, 1936. No responsibility is assumed for the return of unsolicited manuscripts and photographs. Subscription rates: $2 per year in the United States and American Colonies; $3 in Canada and foreign countries; single copies, 20 cents. We appreciate mentioning you saw this in FINE FURNITURE f o r M A Y . 1 9 3 6 • The comfortable and spacious atmosphere of the Waters-Klingtnan Building corridors make buying less of HALF o* GRAND RAPIDS EXHIBITORS SHOW HERE Exhibitors know their merchandise will be seen in the Waters-Klingman Building because it has the highest percentage of buyer attendance of any building in the market. Its six floors of displays include merchandise in a wide price bracket range. Here, too, you'll find many exclusive service features available. For instance, a free check room, switchboard, complete shipping service, night porter, lunch cart service. No exhibition building in the country can boast a higher percentage of occupancy. WATERS-KLINGMAN BUILDING GRAND RAPIDS, MICHIGAN • The club room on the first floor provides an imposing entrance and an easy place to visit with the many friends you'll meet in this popular exhibition building. PUBLIC LIBRARY 4907-18 FINE FURNITURE "CHARLES P. LIMBERT COMPANY' new exhibition space Jth FLOOR FINE ARTS BLDG.. w CHARLESP LIMBERT CABINET-MAKERS AT THE SPRING MARKET A new line of attractive furniture for the dining room — NINE FINE GROUPS in a variety of period and modern designs in walnut, mahogany and combinations. Also RICHWOOD solid walnut bedroom furniture Charles P. Limbert's merchandise has long been featured by leading scores in America and can be found in modern American homes, club rooms, lounges and hotels. The character of workmanship, style and finish has long been a by-word in American furniture retailing. CHARLES P. LIMBERT COMPANY HOLLAND MICHIGAN We appreciate mentioning you sa^v this in FIXE FURNITURE f o r M A Y , 1 9 3 6 Do you know that Imperial ad-vertising, in May, featuring these and other outstanding table values, will appear in GOOD HOUSEKEEPING and AMERICAS HOME magazines — *'selling" Imperial Tables in more than 3,000,000 selected American homes? DO YOU KNOW • • • that more buyers are expected at the Grand Rapids May Market than at any mid-season showing since 1929? • that for the May Market, Imperial will show the largest number of new tables ever brought out for a mid-season showing? • that with the increased use of tables in the home, and the greatly improved conditions of business generally, that you can look forward to the best table business you have had in years? • that Imperial's new line in smart styling, recognized quality, and attractive prices, with the advertising and merchandising program Imperial have planned for this fall, offer you the greatest opportunity for your business and profits? • that, as for the last 33 years, a cordial welcome, as well as the greatest line of tables in America, awaits you at the Imperial factory showrooms in Grand Rapids? IMPERIAL FURNITURE CO. G R A N D R A P I D S • M I C H I G A N We appreciate mentioning you saw this in FIXE FURXIP FINE FURNITURE No. 332 SOFA SETTING the PACE WITH a NEW LINE Featuring. . . NEW DESIGNS IN MODERN EIGHTEENTH CENTURY AND THE LATEST FABRIC TRENDS Introducing . . . A NEW FEDERAL AMERICAN ENSEMBLE AND SOMETHING DIFFER-ENT IN A PROMOTIONAL GROUP MICHIGAN FURNITURE SHOPS, INC. Manufacturers of UPHOLSTERED FURNITURE GRAND RAPIDS, MICHIGAN Display at the Factory Showrooms of Grand Rapids Chair Co. Representatives: A. L. BRACKETT • E. C. GAMBLE • R. D. THOMAS • G. R. GAMBLE We appreciate mentioning you saw this in FINE FURNITURE f o r M A Y . 1 9 3 S Excerpt, New York Sun, January 18. ... the most interesting99— Charles Messer Stowe Charles Messer Stowe, the recognized furniture authority and furniture editor of the New York Sun, in the January 18th, 1936, issue, said: "Most of the exhibitors produced new groups in traditional design, however, and of these the most interesting was a bedroom suite designed by William Tucker for the Groenleer-Vance Furniture Company of Grand Rapids. The contours followed the lines of the early Chippendale and on the hollowed, chamfered corners were fruit and flower carvings in the manner of Grinling Gibbons, deeply undercut. The mahogany was carefully selected for its florid grain." MAKERS OF FINE FURNITURE GROENLEER-VANCE FURNITURE CO. KEELER BUILDING GRAND RAPIDS, MICHIGAN We appreciate mentioning you saw this in FIXE FURNITURE FINE FURNITURE I THE MARKET BUYER CAN TO MISS More important new lines will be shown at the Grand Rapids Market in May than at any other time in the past five years More important new lines will be shown in Grand Rapids in May than at any of the other market centers! For this market, every exhibi-tor has made a special effort GRAND RAPIDS IVe appreciate mentioning you saw this in FINE FURNITURE f o r M A Y , 1 9 3 6 to bring out new creations of outstanding appeal and value. Indications definitely point to the largest attendance for any mid-season market, at any time, in the long history of the Grand Rapids Market. By all means, make your plans now to attend the most important mid-season market ever held in Grand Rapids — the Market no buyer can afford to miss! MAY 1 to MAY 9 FURNITURE EXPOSITION ASSOCIATION We appreciate mentioning you sazv this in FINE FURNITURE 10 FINE FURNITURE FINE ARTS FURNITURE CO. GRAND RAPIDS, MICHIGAN offers tables and occasional pieces that sell quickly and profitably FINE ARTS FURNITURE CO. affords your customers a variety of patterns to select from that are exquisitely styled, correctly constructed and carrying a finish of permanency. For the May market special emphasis has been placed on traditional patterns, some of them reproductions, in keeping with current trends. It is not difficult to turn your stock of small tables and occasional pieces when you handle Fine Arts creations. DISPLAYED IN WATERS-KLINGM AN BLDG. No. 968 — Georgian mahogany table, top 14" x 24", 23" high. No. 426—Chippendale t r i p o d table, top 24"x24", 26" high. Price $12. No. 1004 •— Hepple-white cocktail table, t o p 18" x 30", 17" high. Price $19.50. We appreciate mentioning you saw this in FINE FURNITURE f o r M A Y . 1 9 3 6 11 ways to "MAKE MONEY" on the KINDEL Line Many stores mark up Kindel fur-niture 125% or more, and find that it still sells in competition to other furniture on their floors, "with a shorter mark-up. Reason: the subtle designs, quality finish, and •well-tailored cabinet-work, make Kindel Furniture look more expensive than it really is. Here is a real way to "make money" when the experiences of others prove you can maintain sales and also maintain such high mark-ups. On the other hand, some very successful stores mark up Kindel furniture 80% or less, and find it an exceedingly profitable line, because it sells more readily than most furniture in its price range, and because it requires practi-cally no servicing of any kind. Large volume sales build both substantial business and satisfac-tory profits. Furthermore, Kin-del's policy of styling eliminates mark-downs. Either policy "makes money" for stores concen-trating on the Kindel line, because the Kindel tradition of quality first has been skillfully com-bined with advanced facilities and efficient operations resulting in more attractive prices and salable value than can be found elsewhere in the realm of fine furniture. KINDEL FURNITURE COMPANY Qrand %apids, ^Michigan SHOWROOMS: 6TH FLOOR, KEELER BUILDING We appreciate mentioning you saw this in FINE FURNITURE 12 FINE FURNITURE The Bedroom Promotion Group Dealer: West Michigan West Michigan will introduce at the May Market a group of 25 mahogany bedroom pieces from 18 th Century sources -which are the answer to the promotion man-ager's prayer. Smoothly designed and tradi-tionally sound, they are the out-come of a long period of creative planning to incorporate the specific sales-appeal features stressed by important retailers who came to us and outlined their need for this group. This is an engineering-built group, with every step of the manufacturing process projected and carefully analyzed to elim- WEST MICHIGAN FURNITURE COMPANY OF HOLLAND Largest Exclusive Bedroom Display in Grand Kapids Market Waters-Klingman Building We appreciate nuati'jning you saw this in FIXE FURNITURE f o r M A Y , 1 9 3 S 13 demanded — Built to their Specifications will be the hot spot -it the May Market inate superfluous motion in construction and valueless details that add to the cost. As a result, there emerges precision-built furni-ture which adheres to quality standards and permits plus-values. Twenty-five flexible pieces capable of a dozen effective combinations, in the price brackets where you make your promotional play. A clean, compelling group with which you can go places. Packed with eye-value and consumer appeal. It will sweeten your bed-room department and provide a source of powerful promotions. Make no commitments in bedroom furni-ture, until you have a look at us in May, and see how close we've come to what you told us you wanted. ft'e appreciate mentioning you saw this in FINE FURNITURE 14 FINE FURNITURE it. The modern wall grouping at the top of the page is manufactured by Imperial Furniture Co., Grand Rapids. The exquisite Hurawood desk. No. 831, is made by the same concern. It has nine drawers, 23"x42" top. Displayed at the factory showrooms. The Victorian chair. No. 1350, is by Charlotte Chair Co., Charlotte, Mich., exhibited in Fine Arts Bldg. What's Going On at the May Market By ROD MACKENZIE Editor, FINE FURNITURE LAST year it was estimated that over 300 million dollars' worth of furni-ture was produced in the United States. This represented a gain of approxi-mately 33^3% over 1934, and according to statistics released by the United States Department of Commerce well over 400 million dollars' worth of house-hold merchandise will be manufactured this year. The all-time record year was 1927 when the production peak was attained with a total volume of 550 million dollars. Whether this latter mark will ever be reached again is debatable, due to the fact that many of the concerns producing furniture in 1927 have passed out of the manufacturing picture. However, 400 million dollars worth of furniture represents a lot of beds, tables, chairs and whatever you make and sell for Johnny Q. Public's home. If the estima-tion approaches within shouting distance of this figure a large majority of the factories will be operating full time and dealers will be increasing their turn-over percentages. Reasons • On page 28 of this issue is a story of a modern model house. Similar promotions in addition to rumblings of a building boom of important magnitude, plus a steady increase in the filing of marriage licenses, substantiate the prophecy of an increase in the sale of homefurnishings for 1936 over that of 1935. Then there's the much-maligned and disputed veterans' bonus, releasing its millions of dollars. And finally, the tragic flood situation will be turned into volume through an enormous replacement market. It has been recalled that following the floods in Ohio and surrounding districts in 1913 a tremendous flow of business resulted. Without being pollyannish, the 1936 totals and profits should compensate for some of the dis-couraging figures of the past few years. Prognosticating the style trend of a furniture market is a dangerous pastime. And in quiet moments we doubt its use-fulness. But after talking with numerous manufacturers and imbibing their enthusiasm for certain new suites, loitering over a designer's drafting board and discussing moulding, hardware and finishing trends with supply men, one becomes imbued with the spirit of furniture history in the making. And actually, markets are just that. Wander through the advertising pages of old issues of your business papers illustrating "new market showings." Here you will get a panorama of furniture styles. i o r M A Y , 1 9 3 6 15 1936 Renaissance • But now, another market is about to open. And although some may doubt, a renaissance is in motion. Eighteenth century furniture is being re-born. The pendulum of the inevitable cycle is swinging, swinging slowly, but certainly toward traditional furniture. This does not necessarily imply the abolition or complete extinction of our bitterly fought for contemporary concepts. But it does illumi-nate the fact that we went too rapidly toward the new mode. Modem slowing up • Against the January 1936 market when some manufacturers went 100% modern, others not much less and practically every line boasted at least "one new modern piece," visitors to the May market, particularly in Grand Rapids, will discover what we mean by "1936 Renaissance." One Grand Rapids manufacturer questioned about his modern showing for May said: "I have withdrawn every piece of modern. In some instances I have replaced these items with reproductions." Which may be a trifle strong as he later confessed. "That does not mean that I'll never make modern pieces again. But the demand for modern is not as strong as it was, and I want to see what the consumer reaction is going to be." Estimating the strength of modern is difficult, but we do not believe that such statements as the foregoing forecast the doom of this type of merchandise. In fact it is our humble opinion that modern is here to stay, albeit not in its present form. And further, we venture the guess that furniture of this type will eventually establish itself in two price ranges—quality merchan-dise and low-priced production furniture. The price range between the two levels will be increased consid-erably, adding a larger margin of profit to the manu-facturers of the quality product as their modern in-terpretations assume a more definite character. Upholstery Leads • The one element in the furni-ture manufacturing industry apparently destined to carry the banner for modernism, for the present at least, is upholstered merchandise. One upholstery manufacturer when queried concerning the percentage of modern in his line admitted 30% or better. "And it is increasing constantly," he added. According to reports this is not high, but it indicates the trend. Much of the support for the modern movement in the upholstery end of the business can be traced to the fabric concerns manufacturing upholstery coverings. Coverings are keynoted to comply with prevailing dec-orative trends and as interior decoration is still strongly contemporary, manufacturers of upholstery must fol-low suit. Even in the Eighteenth Century merchandise a touch of modern will be tolerated in chair coverings. One of the important activities in the Grand Rapids This authentic oak interior and iurnishings produced by Grand Rapids Bookcase & Chair Co., Hastings, Mich., known for many years for its superb craftsmanship and fidelity of design. Showrooms in the Keeler Bldg. 16 FINE FURNITURE market is the increased number of representative up-holstered lines exhibited. Never considered a price market, Grand Rapids exhibitors of this type of mer-chandise have now established for themselves a definite place in this field. Design, style, construction and price are available in a wide variety of ranges. Chinese Chippendale living room by the Colonial Mfg. Co., Zeeland. Mich., shown in the Keeler Bldg. Dutch Woodcrait Shops. Zeeland. Mich., manufacture the mahogany drum table. No. 114, 36" top, shown in the Waters-Klingman Bldg. Compared to 1929 • Reports from Grand Rapids exhibiting manufacturers indicate that the May market will attract more furniture buyers than any similar mid-season market since 1929. There are several factors responsible for this prediction. Probably the outstand-ing one is the reopening of Berkey & Gay Furniture Co. The revival of this three-quarters of a century old concern, with its world-wide reputation, is of indis-putable significance and its past contributions to fur-niture market history are among the cherished tradi-tions of the furniture exposition. In the southeast section of the former No. 1 plant, visiting buyers will find a completely redecorated showroom. Grapevine reports give promise that the premier showing of the new line will embrace a comprehensive, diversified and representative selection of patterns and styles and price ranges that will be commensurate with current de-mands. Berkey & Gay officials report definite expres-sions from approximately 400 dealers indicating their intention of attending the reopening of the line. It is therefore estimated that the Grand Rapids market attendance will reach about SSO registrations. Special Exhibits • Other inducements to attend Grand Rapids include displays of the Grand Rapids Furniture Makers Guild, whose officials report that an unusually large number of new patterns (for a pre-season market) have been developed. Another interesting exhibition of more than usual merchandising interest is the coordinated grouping Tho Adam interpretation by the Grand Rapids Chair Co. of the dining room ensemble. No. 937, is made of Cuban and Honduran mahogany, priced at S716 for ten pieces and S508 for eight. 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' ! - ' « • : > . • < . ! p i c a - , \ \ i i k ! i n . - :\^ ;• c l i n i i i " . i-r•• • 1 1 • M I U ! I M 1 . . ' • • •• • • : i •_• !"• • . r ; n i c l 1 5 ; i k < . • r l i m / i - i - i . i n - . ' l i - i f K . H ' - - . [• ^ i ! i '• i i '•• : ' i - i " ' i i . i \ | i i : ; i : i \ | • . T i u i ] i n : . W i - i ' i - : " I r - ••.•••• "> • i ^ i - i a ! I ' . ' - i 1 . Ti' m •! - f i - ! " i l i . ' i k i - r . !•'••:• ".. n y V I - M I " - i l i i - i - \ | M I I - ' M - -:•••.'. ! • • • • • - >•' '•' I u . i - I 1 i r r i i i p v (. • •. \ \ i - : i " ;; i '•! ' . : r r - | • •• i i '! c t • • : 1 1 R . | i i ' - l i i M r k c - l . | i n - • I i - - i : n - e l ; . i ' l ".•"''. ; M - • • ! • > . t ! ! . . - • • • : - • • • I J i - l : . i ! " ! i M : - I i 1 ; r - « i • r . I M ; i : i n I ) I C - - _ - J I - ;•. - i i ' . ' i l ' V - K M " I n V M i ! I ' . l - M - i • • I . - : i . l i ' l i f i t l • •' " ' ! - •_•! l - : i - \ l ' i i ' - . S i i i i " ' 1 l i i 1 <•'< • n i ; • i i • i i ( - p !•' ' . ' - . i 1 ' i - ' - 1 •_•.. i • ."-':• I • € -- D ' i ' : . 1 ! ' I - ; : - J - C T - ' I L : I ! 1 \ - r . j - ' " i " \ ' - > • < . ! '! i - h : K " " l i - _ ••"' I ' 1 i - i ' : i - ! : : . - . : i i i J i I - r . - 1 - : ' ; . i > i i ] ! : i - • . > ' ; • | ) i i - . - . - i - . ' !- ' " • : ( : : . ' i i ' - : i . - . : l i ; l ' : \ . . ' . : d : • • - 1 "!.- i " • \ . ". i - ' i ••'.••• ' •- -\- • . . . . . . . . . . . . • , ; . • . „ ; . „ ;• . i , . . . : i . . . . West Michigan Furniture Co., Holland, Mich-produced the vanity. No. 869. at the top of column. West Michigan's extensive line is dis-played in the Watcrs-Klingman Bldg. The Hep-plewhitc sideboard. No. 84, by Dutch Woodcraft Shops, is done in mahogany and satinwood. The lower sideboard. No. 1884, is by Rockford Chair & Furniture Co., Rockford, 111. It is done in mahogany, walnut or aspen with birch, priced «: S288.S0, ten pieces, and SI 94.50 for eight. The l:nc is shown in Watcrs-Klingman Bldg. Groen-lf- pr-Vnnce Furniture Co., Grand Rapids, displays iheir lino of quality merchandise in the Kcolpr Bldcj. The dresser. No. 880 last piece in column, is made cf ••crtinwood. amaranth bandings, mar-qut- try. gold mirrors n:i:iq::e ormolu mounts. 18 FINE FURNITURE Values Increased • But back to the Renaissance of 1936. This revival of Georgian periods such as Adam, Chippendale, Sheraton and Hepplewhite, is the result, as we said before, of a too rapid swing to modern. With an upward trend of prices and with increased interest on the part of the consumer for home furnishing goods, there is a manifestation by the fur-niture manufacturer to build better merchandise. In contrast to the procedure in force not so long ago of removing everything except the parts actually essen-tial to a piece of furniture, in order to reduce the cost, the reverse is true today. In place of price increases manufacturers appear to be desirous of giving increased values, and rather than eliminating ornament, designers have been instructed to add mouldings and carvings. This revival of 18th Century adaptations is even including Louis XV styles, a furniture period repre-sentative of an area of affluence. It is not improbable that the return of these beautiful furniture fashions forecasts a return of prosperity to this country and re-establishes the fact that the home furnishing industry is a barometer of the economic condition of the country. Prices • The flood situation has furnished cause for concern to buyers of lumber and glass materials. The supply of mirrors, used so profusely in modern furni-ture, is reported to be considerably short of the de-mand, due to the ravages of the recent flood. A similar situation exists in the enormous supply of seasoned hardwoods that have been saturated by overflowing rivers. Before this material can be reseasoned, a lum-ber shortage is almost inevitable. Consequently the furniture buyers anticipating a price rise are expected to place commitments at the May market that ordi-narily would not be given until the summer exhibitions. The all mahogany 18th Century cabinet. No. 110, is by the Dutch Woodcraft Shops. Top 15"x22" and 25" high. The oval, modern kneehole desk. No. 42, is selected irom the line oi the Bay View Furniture Co., Holland, Mich. Top 50" x 24", walnut veneered, priced $65. Modem occasional book stand by Imperial Furniture Co. and chair by the Schoonbeck Co., Grand Rapids. Both displayed at Imperial factory show-rooms. Tripod table. No. 960, made by the Fine Arts Furni-ture Co., Grand Rapids. Top 20" x 20", height 26", leather top. This piece is a reproduction, priced at $17. Shown in the Waters-Klingman Bldg. I; idid - •• • • . , . •Mo1 The modern chair. No. 1950, at the left is by the Charlotte Chair Co., shown in that con-cern's display in the Fine Arts Bldg. The Sheraton secretary. No. 880, is by Bay View- Furniture Co., Holland, Mich., displayed in the American Furniture Mart. Mahogany or walnut veneers, solid writing board, height 77", base 19" x 33", priced at $53. The Chip-pendale cocktail table. No. 2004, mahogany, is by the Fine Arts Furniture Co., displayed in the Waters-Klingman Bldg. Top 20"x36", height 16", price $29. The modern cocktail table. No. 60, is manufactured by Charles R. Sligh Co., Holland, Mich., whose display is in the Waters-Klingman Bldg. Top 36" x 18", height 17". The contemporary desk. No. 2043, is made by the same concern. Top 50" x 25". At the left is a bedroom ensemble by West Michigan Furniture Co., Holland, Mich., No. 880, genuine mahogany, priced 3 pieces $184. Exhibited in the Waters-Klingman Bldg. The office group at the bottom is by the Gunn Furniture Co., Grand Rapids. 20 FINE FURNITURE listed RETAILING TIPS -Room Outfit $17" 3 11,.,, Employees' month at Shan-non's, Tulsa, Oklct., promoted through the use of pictures and statements by the sales iorce in conjunction with regu-lar advertising, has proved a success during the nine years it has been employed. Employees' Month FOR nine consecutive years Shan-non's Furniture Store, Tulsa, Okla., has held an employees' month during January. It is always a suc-cessful promotion. Advertising this year consisted simply in running a picture of one of the store's employees along with the regular advertising, playing up a brief sales statement by the em-ployee. "The purpose of such promotion," states C. J. Caldwell, advertising manager, "is simply to call the at-tention of friends of our salesmen to the fact that they are associated with the store. "We have found that where a proprietor's personal appeal to his friends in a store's advertising will have little noticeable effect, the occasional appeal of an employee will have just the opposite result." Each employee was given a turn, when the week's sales were known as "his week," and the article of which he made a specialty was given play. Generally, however, no single article was pushed above others, although a group outfit, in-cluding a three-room set, sold ex-tremely well. Since the policy of the Tulsa store has been to avoid all special inducement sales, em-ployees' month was limited to the single personal appeal. The advertising copy contained such leaders as: "Lon A. Beddoe says: Aside from selling furniture my chief hobby is playing golf and I like to compare poor kitchen ranges with poor golf clubs, for no matter how hard you try, the ball will not carry where you want it to; thus a poor range ruins that din-ner with which you are trying so hard to make a good impression. I am happy to let all my friends know that I am home from the furniture market with many new ideas, and I am only wait-ing for an opportunity of being of serv-ice to you." One of the unusual revelations of Shannon's employees' month this year was the fact that one of its youngest salesmen, newest in point of service, drew the heaviest re-sponse. Get-Acquainted-No-Cash A"GET-acquainted no-cash" plan which brings the customer into the store on regular weekly visits has been introduced by the Fred Davis Furniture Co., Denver, as one method of increasing store traffic. The basis of the plan is the selec-tion of a demand item—with a new offer every week or two—purchase-able only on weekly credit terms. Some of the items used are lawn-mowers, china sets, bridge lamps, end tables, rugs and radios. The particular weekly demand item selected is advertised in the news-papers to the effect that the cus-tomer's presence and account is re-quested at the Fred Davis Furni-ture Co. with the weekly demand item as his means of introduction. Buying by proxy, for cash, C.O.D. orders, phone orders are not accept-able. The plan is to get the cus-tomer into the store. ''The item is offered to the cus-tomer on terms of $1 down and $1 a week," informs A. J. Gazin, credit manager. "This necessitates weekly visits from each customer and affords a personal contact that is one of the most valuable selling assets to the salesmen and the credit department. It is valuable for the following reasons in their order of importance: (1) Sales re-sistance lowered by repeated visits to the store. (2) Customer notices stock and prices in each visit. (3')i Salesman has opportunity to an-alyze customer's needs and make necessary suggestions. Cash customers enter the store every day, buy a piece of furniture, pay for it and are gone. The sales-man has nothing to show for the sale except the customer's money, his name and address. "The credit customer, on the other hand," says Gazin, "during the regular weekly visits to the store, becomes known to most of the store personnel. The salesman greets him. Conversation ensues. The credit customer comes to enjoy visits to the store. "We try to get the cash customer who visits the store once or twice a year, as a credit customer. The main purpose is to arouse his in-terest in the store so he will come in because he wants to. The "no-cash" plan arouses his curiosity or maybe he has a definite need for the de-mand item advertised. Once he is inside the store his sales resistance is lowered by the salesmen them-selves and the displays of stock." i f o r M A Y , 1 9 3 6 21 CLEARING HCUSE An odds and ends outlet. Start summer program in spring with saleable leader. Clearing House rT~lHREE merchandising problems 1 were solved by the establish-ment of a "clearing house" for the Del-Teet Furniture Co., Denver, Colo. First, an outlet for odds and ends that sells this merchandise with a minimum loss. Bargain hunters are attracted where regular mark-downs will not produce results. Secondly, a spot is provided for "saleing" cer-tain items without making it neces-sary to promote an entire group on the price appeal. Thirdly, a corner of the store is put to work that was. formerly of no value from a sales volume standpoint. A nook between the first and sec-ond floors was picked for the "clear-ing house." Here can be found mer-chandise that failed to sell, the re-mainder of a large shipment or shopworn merchandise. The orig-inal and new price are prominently posted, illustrating the saving. The "clearing house" is advertised in window cards as well as by store posters. Summer in Spring ENET Furniture Co., Tulsa, Okla., is developing a summer furniture program that promises success. It is based on two prin-ciples— an early start and a sale-able item as a leader. The plan was worked out by John Cloud, manager, who employed the promo-tion successfully in the sale of more than 400 gliders in a Dallas, Texas, store during the 193S summer sea-son. Cloud uses a glider at a single price and a metal folding refresh-ment table as the key to his sum-mer campaign. "Too many stores postpone their seasonal promotions until too late to do much good," claims Cloud. "This type of mer-chandise should be promoted in early spring advertising." The glider and table are featured in all advertising and spotlighted in window displays. Fabrics for glider coverings are played conspicuously. Another item of importance is the selection of a popular priced glider —$19.95— for the event. The advantages of such a scheme are a concentration on one article with considerable saving by cutting down on the number of patterns, the elimination of customer-confu-sion. In addition to the sale of gliders and refreshment tables other outdoor furniture receives a good play. Fibber, We're Surprised RAND Rapids, to the furniture man, means only one place, but to Fibber McGee, selected world's champion liar this year by the Burlington Liars' Club, it turn-ed out to be quite a different place when he took a flier at a job in the Whittle & Sawdust Furniture Co. during his coast to coast broadcast for a well known wax manufacturer early in February. Fibber didn't know that there is a Grand Rapids, Michigan, Ohio, Minnesota and North Dakota and as a result ended up in Grand Rap-ids, Wis. What the script writer didn't know was that the Wisconsin city changed its name to Wisconsin Rapids several years ago. Down Payment Bonus WE found salesmen anxious to cooperate with us when we cut them in on the profits to be gained by increasing the down pay-ments on washers," said A. B. Piercy, manager of the household appliance department, Hoosier Fur-niture Co., Indianapolis, Ind. The company sells its lowest priced washers for $5 cash, $5 per month. Salesmen were offered a bonus of $1 cash and SO cents monthly for two months if they would obtain $6 cash and $6 a month. Getting $8 down and $8 per month on an appliance formerly sold at $6 cash and $6 per month brought the salesmen $1.25 in cash and 75 cents per month for two months. If they obtained $10 cash and $10 payments from the sale of the next higher priced washing machines they were allowed $1.50 in cash and $1 monthly for two months. The salesman didn't receive credit for the special monthly bonus unless the payment was made within three days from the date due. The cam-paign encouraged prompt payments. FIBBER <S MOLLY McGEE . . . N. B. C. stars who learned about Grand Rapids. 22 FINE FURNITURE RADIO SALES CLOSED IN STORE By CHARLES N. TUNNELL T H E Hart Furniture Co., Dallas, Texas, has no prob- _L lems in handling outside radio salesmen, for no such salesmen are employed, even though this firm, is one of the largest retailers of radios in the entire South. With an annual volume of approximately 2000 radios for the past five years, all sales have been made within the store. Paul R. Berry is in charge of this radio department. There are no other special radio salesmen in the store except that furniture salesmen sell radios when they have a prospect. As this firm does not go to the prospects' homes to make demonstrations and sales, the reverse plan is employed—that of bringing pros-pects to the store. Newspaper and other forms of ad-vertising are used constantly. In most instances the radio copy is run in connection with a general furni-ture advertisement. But at other times, a special radio ad is run separately. Berry explained: "We advertise both our low priced units and the high priced ones. We generally feature one radio, then include various other units in the ad. We have approximately SO sets on the floor at all times that are hooked up ready for demonstra-tion. These sets range in price from #18 to $250. We demonstrate to every prospect that $25 will buy only half as much as $50, and that tone and volume can only be attained by paying a reasonable price for a unit. As a result of this policy, Hart's sets stay sold. Repossessions are less than 2%. About 75% of the sales are for all-wave sets. Average unit sale is $65." Hart's advertise radios at $1 weekly—but this does not mean that the firm accepts a $1 down payment. •v: Above—International Radio Corp., Ann Arbor, Mich., Kadette 66, walnut, six tube, two bands, 13%" long, 9" high, 6" deep, $19.95 list. Below— (small unit) Kadette 400 (battery), completely portable weighing 25 pounds, two distinct tuning ranges cover standard and short wave. Kadette 77, straight grain and burl walnut, seven tube, all world long and short wave, $26.95 list. A minimum payment of 10% is required, and in many instances the sale is cash or a larger down payment. The $1 weekly installment plan applies only to radios selling for less than $50. No radio install-ments extend for more than 12 months. The floor location of this radio department has a great deal to do with its volume of sales. The radio section is located on the first floor of the store, to one side of the cashier's window where all bills are paid. Many midgets are sold but most of these sales are now being made to customers who have better sets for the home and want the small sets for an upstairs room or a bedroom. On the other hand many of the better type models are selling to customers who bought midgets a year or two ago. They were pressed for money at that time, but now with some improvement in income, they are placing the midget in a bedroom and buying a console set for larger rooms in the home. "Some dealers quit selling radios when frost leaves the ground," said Berry, "but our overhead does not stop with summer. Neither does our radio sales. October to Christmas is our best season, but we sell radios every month of the year. We advertise con-sistently during the summer months and close many sales during that season." This radio retailer has no trouble in handling used radios. "An allowance of $12.50 to $15 is made on most good radio sales for trade-in," says Berry, "if the unit we are selling retails for more than $50. We accept no trade-ins for sets under $50. A $15 radio can be reconditioned and sold for $29.95. A better mark-up is averaged on used sets than on new units. Profit on a new radio is never permitted to be tied up entirely in a used set. However, on a sale of a new set at $150, $20 may be allowed on a very good trade-in." Hart's employ one exclusive radio service man. This man made 3030 service calls in 1933 and his 1935 average surpassed this number. The firm charges $1.50 minimum for service calls. Supplementing this service-man's efforts is another employe who installs radios and takes care of service calls that cannot be handled promptly by the regular man. l o r MAY, 1936 23 SHOWMANSHIP SELLS APPLIANCES Dramatizing Kitchen ATHEATRICAL presentation of a model kitchen, with a qual-ity price gas range as the "star," uncovered a profitable market for the Denver Dry Goods Co. The store started "cold" on the promotion as formerly the house furnishings department placed no emphasis on ranges. In adding the new $112.50 line, P. Weill, buyer, had a stage constructed to demon-strate the effectiveness of the new line. Over SO sales resulted. Cooking done on the stage by a local expert gave prospects actual food-results during part of each day of the promotion. In conclud-ing sales, Weill found that women proved more effective than men. "They talk the same language as To dramatize this attitude toward appliance merchandising the Grun-baum appliance division held a three-day "Modern Kitchen Show" tied in with a $1000 prize promo-tion. The show was staged in the appliance section of the store. More than 1500 women attended daily and a supplementary microphone was installed on the first floor where the overflow crowd heard the speakers and 67 pressure cookers were sold in two days. The show was packed with talks and demonstrations by local econ-omists and authorities. A special speaker and demonstrator was Rene Chauveau, instruction chef of an important railroad. Every section of the appliance division came in for stage attention. The washer unit, for example, was , - ' • • > » publicized by demonstrations on how to wash difficult pieces, the general procedure to be followed for best results in starching, stain removal, etc. Talks and demonstra-tions on cake making, bread mak-ing, the preparation of unusual dishes, dramatized the range unit; similarly, a demonstration on refrig-erator- prepared foods and special-ties dramatized the refrigeration section. "But our aim throughout the entire show," emphasized N. R. A'lello, appliance manager, "was to make this more than a cooking dem-onstration. All of our efforts were funneled down to one fine point— that of selling the modern kitchen —which means that we sought to dramatize the part that modern home appliances play in easier, bet-ter and more economical house-keeping." The prize contest conducted in conjunction with the "show" attests to the drawing power of the event with 387 women competing for the washing machine and the ironer offered for the two best letters on the subjects, "Why I Want an Ironer," "Why I Want a Washer." A total of 750 women brought their cakes for entry in the cake baking contest competing for merchandise prizes such as ranges, refrigerators, radios, and 200 women competed for the prizes, similarly large, offered in the bread baking contest. the customer; as a result I find that as far as gas ranges go, a 'one woman to another' is the best sell-ing combination." Further promotion on introducing a new line included main floor aisle displays and a department display against the elevators. Playing up of the unusual construction was made the basis of the display plan. Culinary Competition HPHE Grunbaum Bros. Furniture _L Co., Seattle, aims to have every member of their staff sell home ap-pliances and think in terms of sell-ing the modern kitchen with the idea that the customer viewpoint is the most important factor in con-nection with any appliance. Denver Dry Goods Co. kitchen goes theatrical. M-11* ovet iifty S112.S0 ranges. Cal: h'&.'mg. lelto:-writing appliance tb chaw over 15QQ women, sells 67 pressure cookers in two days. 24 FINE FURNITURE Refrigerator Obsolescense WE no longer accept the state-ment, 'We have an electric refrigerator' as the death knell of a sale," says A. L. George, manager, Rusk Furniture Store, Terre Haute, Ind. "We find out how old the machine is; if it's more than five years old, we talk replacement. During the past year we made 17 replacement sales. "We made a survey of Terre Haute and found that the satura-tion percentage was high. But elec-tric refrigerators have been well merchandised in this territory. We did our share. There are now pos-sibilities on replacement sales. The older refrigerators in use need con-siderable repairs. Housewives are agreeable at times to suggestions to replace their old machines with new units instead of paying for expen-sive repairs. "Then, too, the newer models are decidedly more convenient and at-tractive. Electric refrigerators do not last forever any more than washing machines and irons, so re-placement sales are a factor to be reckoned with." Using the User p E value of "Using the User" X in making sales was conclusively demonstrated by the George P. Pal-mer Co., refrigerator dealers at West Chester, Pa. This company started selling General Electric re-frigerators in 1928, during the first year installing 79 refrigerators. Sales during ensuing years were corre-spondingly good, but the Palmer Co. wanted to do something to make sales leap. The Palmer Co. worked out an idea. The plan was to send a printed questionnaire, with an individually typed letter, to each of the 79 original purchasers of refrigerators, people who had owned a General Electric for seven years or more. The cost, including printing of the questionnaire, stamps and stenographer's time, was only $12.50. In the letter the refrigerator user Mas asked a number of questions: How many times the refrigerator has been out of service, how many service calls were necessary, the monthly current charge for opera-tion of the appliance and whether or not the performance of the re-frigerator had lived up to the claims made for it. The user was asked to be frank, "brutal" if necessary, in replying. The letter also asked per-mission to use the user's name in local sales endeavor. Three days after the 79 letters had been sent out 50% of the users had replied. Within two weeks 52 replies had been received. The total service expense for the 52 units was $21.25. The replies to the question-naires had the best sales argument for use on prospects. The summary of the questionnaires was placed upon a large window placard. It was used in newspaper advertising. Every prospect knew one or more of those users personally. The method of using the user is a natural one for closing sales. The idea, naturally, is best adapted to small communities. Home Show Prospects T A. PALMER, Palmer Furni- J_i. ture Co., Fort Wayne, Ind., finds that exhibiting at a yearly Home Show in his city many pros-pects for furniture are obtained. At the same time a worthwhile educa-tional program can be conducted on quality furniture. '"The advantage of a show of this kind lies in the fact that visitors have plenty of time to inquire con-cerning various products without feeling obliged to buy," said Pal-mer. "Often people are interested in a certain piece of furniture but do not come into a furniture store to inquire about it because they are not quite ready to buy and do not like to walk out without making a purchase. "However, at a home or furniture show it is different. People know that such shows are staged mostly for educational purposes and feel free to ask many questions. "Such a cooperative show helps build up a fine prospect list that can be cashed in on later. It gives an idea as to the general status of the prospects, what items they are in-terested in and what points they like to have explained in detail. You answer more questions at the aver-age home show booth than in your store." Range Costs Nothing '"THROUGH the use of a pay-for- J_ itself credit plan in the promo-tion of new combination ranges, Thompson Furniture Co., Law-renceville, 111., produced a 33% in-crease in sales. They also stepped up sales from the $129.50 to $169.50 ranges with a majority of customers. "We explain that by using our 18-month credit plan the lower price range will save in fuel its small monthly payments," said Leonard Mills, homeware buyer. "The bet-ter range will not quite pay for it-self in 18 months, but most cus-tomers will buy the larger stove due to the credit arrangement." Definite figures are used to illus-trate the saving. The customer's gas range is taken in as the first payment, leaving $6.40 to $6.60 as the monthly payment for the smaller range. The actual savings are listed as follows: 1. Cutting fuel costs in the fur-nace or heating plant. During the spring and autumn heat from the combination range will be sufficient to avoid starting the heating plant. At least two tons of coal, or the equivalent in gas or oil, can be saved in this way. 2. More perfect combustion in the new gas burners, plus insula-tion and heat saving devices, save from one to two dollars on the gas bill of the average household. 3. Using the coal range means an additional saving in gas, varying according to the season. Add up the savings and compare total with the small monthly pay-ment. With all the seasons repre-sented in the cost-cutting picture, the 18-month plan of paying for it-self has produced a definite increase in business. Open Air Ironing OPEN air ironing demonstrations are the chief source of leads for ironer sales at Horton's furni-ture, Santa Ana, Cal. The demon-strations are conducted just outside the store door in the vestibule. Here complete facilities are at hand, including a machine, several chairs for garnering prospects from passersby, racks for hanging fin-ished work, etc. The position is ideally suited for the demonstration of appliances, Horton points out. Use of the vestibule in this fashion gives the store an extra window and one more valuable than enclosures because women who are really in-terested will stop, sit down and watch the demonstration. Although the demonstration is conducted by a woman, a salesman is at hand just inside the door. At a nod from the demonstrator he can exit and lead the prospect inside for the conclusion of the deal. f o r MAY, 1 9 3 6 25 U-E PORTED TO "FINE FUP-NITUP-E" WITHIN THE PAST TWO MONTHS-Harrv "Pat CROWE Al THE LAST AUPKET •PAT" PANICKED THB F»^g ^ "FROLICS" WITH HIS K B°SS (iKIP JT.'j FIDDLE HOW OF THE HEW FlNDLAy- \ ^ CBOWE - • x ^ Co. OF COLUMBUS. OHIO- IP you PLEASE MISTEP-PRESIDENT. AtMBASSADORS AT LAP-OE FO{i- THE PUE.NITUP-E PRESIDENT, CHAP-LES C . OF HOLLAND. AND DAVIS 6ENNETT FINE FURNITURE FAMILIAR DESIGNS, INTERPRETED By F A M O U S DESIGNERS ^American Colonial INTERPRETING traditional furniture and adapting X it to commercial purposes, correctly, entails more than a cursory knowledge of the fundamentals of furni-ture design. Where to go for ideas and how to recognize them when found is an art developed only through years of association with furniture history. As an aid to the furtherance of good furniture design and knowledge of what makes it so, FINE FURNITURE inaugurates this department, conducted by designers, successful commercially and having a background that entitles them to discuss authoritatively, a subject of interest to the entire furniture industry. Where do designers get their ideas? A natural, fre-quent and in some cases, embarrassing, question. Frank C. Lee, in this month's Sketch Book, demon-strates how a commercial piece is developed. Having in mind an adaptation of American Colonial, based on Georgian influence, he thumbed through a copy of Wallace' Nutting's Furniture Treasury. Coming upon a mirror that struck his fancy, he saw possibili-ties of developing a commercial suite. The sketch in the left hand corner of the opposite page is a copy from the book — a mirror produced about 1775, with wire wheat ears above the urn which was a feature of Hepplewhite's period and incorporating beaded dec-oration. Now for the transition to commercialism. In the first place the proportion of the pediment on the original mirror is out of scale for current use. It must be reduced in height and altered in silhoutte. The expensive wire wheat ears are replaced with wood carving, as is the gold bead on the face. So much for the mirror. The cabriole leg in the right hand corner is a beauti-ful specimen of Chippendale carving, taken from an-other of Nutting's books. Examination of the exquisite detail on the knee and comparison with the leg on the finished sketch illustrates the modification necessary in reducing genuine motifs to modern production methods and current price trends. The slightly rounded corner is also a deviation from honest Chippendale in favor of commercialism. The acute angle of the purer style is prohibited by production costs. The characteristic claw and ball foot is taken from a Philadelphia low boy, also in Nutting's vol. III. An interesting bit of lore concerning the bracket is that such an addition enhanced the piece it adorned two and often three times its value. Thus we have here assembled several characteristic motifs, indirectly related, and consolidated them into a harmonious single unit. The style is American Colonial, Georgian influence, the wood mahogany and the price — possible in the medium price bracket. HIS DRAWING BOARD HAD WHEELS T"1 HERE'S something incongruous J_ about a 6 foot 3 inch, 210 pound man making his livlihood pushing a pencil around. Yet some of the most colorful, capable, practical artists we've known have been two-fisted he-men. And speaking of color, Frank C. Lee has crowded more than the average man's allot-ment into his life. Following an architecural training at Pratt Insti-tute, Brooklyn, he became a draughtsman in W. & J. Sloane's, New York, designing department, from where Uncle Same recruited him for service in an Ammunition train in France. Between liason duty with the French and American armies, action in the Meuse-Argonne drive, plus activity in the intelli-gence department, his military career was quite complete. So he hurried back to his drawing board at Sloane's. Then a fling with Mar-shall- Field's, designing furniture for U. S. shipping board fleet. Proxim-ity with the sea stirred his wander-lust and he landed in Waring & Gillow's, London, and to date holds the rating of being the only Ameri-can born designer ever to have worked in those famous studios. Thence to Madrid, Spain, and for two years directed the decorating of Ducal estates for Waring & Gil-lows. Berkey & Gay, U. S. _ A., beckoned and in 1922 Frank joined the staff, for nine years. Then followed Landstrom Furniture Corp. and finally a free lance career. Frank is well represented in the new B. & G. line. He is firmly convinced that the taste of the average consumer is slowly but surely improving. His professional aim is to design fast-selling furniture, as beautiful as possible and within the price range of the average consumer. Despite his years-spent-in-Europe background, Frank's memories run to days with old Sloane kindred souls, Millington, Hoffmann, Koster and others, gathered around a "red ink" table d'hote 35 cent dinner. Frank enjoys flying, raises Scotch FRANK C. LEE . . . enjoys "red ink" dinners. terriers, gets a laugh out of the ex-pression "Now what we want is something cheap with a lot of kick in it," and his favorite writing is "Enclosed find check."-THE EDITOR. f o r MAY, 1936 27 ; f» c *. „' u. T v ^ -'V : -: ' \ : -. , 111 / - r: r r » . - , . * « Utilitarian and colorful, thought-fully planned drawer and cup-board space, the Wonder House kitchen is envied by visiting housewives. A Magic Chef stove and Electrolux refrigerator are in-cluded in the equipment. The kitchen-secretary is pictured on the opposite page, with its cook-book library, writing desk and telephone. Hastings Table Co. created the dining room group done in smoke gray with satin chrome finish, upholstered in mulberry satin. See opposite page. Carpathian elm burl, trimmed in pearl gray, this modern bedroom suite by Widdicomb Furniture Co. received visitors' plaudits. Corner of living room showing Chinese patterned, yellow mohair chair, by Mueller Furniture Co. This concern also made the velvet green corduroy davenport. At the bottom of the opposite page is the Wonder House in winter setting. WONDER HOUSE STIRS BUSINESS T7IRST presentation of modern X prefabricated houses for mass consumption occurred at the 1933 Chicago World's Fair. Building authorities forecast the erection of more than six million homes in the United States during the next ten years. A good percentage will be over-the-counter structures, off-springs of Chicago's exhibit, prov-ing that this type of dwelling has rapidly gained momentum and has captivated the imagination of poten-tial home-builders. An instance in point is the "All Gas Wonder House" built by the Grand Rapids Gas Light Co., the first dwelling of its type constructed in the United States showing recent developments in gas appliances for the home. Says Howard T. Fisher, president and chief archi-tect of General Houses, Inc., originators and pioneers of steel panel structures, "We have demonstrated that the prefabricated steel panel dwelling, efficiently plan-ned and economically built for the modern family, is an accomplished fact. . . . Owners are finding their steel houses superior because of the savings in fuel and other maintenance economies." All Gas Wonder House was a dual promotion. Built by the Gas Light Co., Herpolsheimer's department store assumed the responsibility of interior furnishings. Herpolsheimer's hold a Grand Rapids Furniture Makers Guild franchise. "The increasing demand for modern homes," says John Folkema, decorating chief at Herpolsheimer's, "is stimulating the production of modern furniture and this development will prove of special importance to Grand Rapids, long a home-owning city and a center of furniture style creation." Results • Questioned regarding the importance of such a promotion and its value to the store, Folkema answered, "Actual business resulting from the Wonder House is difficult to trace. That is, in dollars and cents. We do know that it has increased interest in home furnishing departments because customers in-quire about combinations similar to those exhibited in the Wonder House. Drapery combinations, floor cover-ings, bedspreads, upholstery coverings are requested." For 25 years Folkema has been assisting Herpol-sheimer's customers in dressing up their homes. Dec-orating jobs have been sold in Illinois, Pennsylvania, California, Montana and recently he received a com-munication from Florida. "This woman heard about the Wonder House and wanted information about it. . . " Stimulant • Interest is higher today in home-beautification than at any time during the past quar-ter century, claims furnisher Folkema, and he attrib-utes the increased interest to the development of modern. "It has definitely freshened the decorative viewpoint. Not that traditional furniture will be rele-gated to the attics and basements, but simply that the ' 4 • 30 FINE FURNITURE Herman Miller Furniture Co. supplied the utility cabinet, Ralph Morse Co. the upholstered chair and Pullman Couch Co. the studio couch for the den. Mahogany modern bedroom group by Johnson, Handley. Johnson Co., chaise lounge by Michigan Seating Co. Mirrored fireplace reflects twin chairs in frieze by Baker Companies, Inc., and acacia coffee table, satin chrome trimmed, by Widdicomb Furniture Co. new forms, colors and spirit of contemporary furnish-ings have intrigued the furnishing-conscious customer." When 7000 persons crowded through Wonder House the opening day (in near zero weather), daily num-bers, up to 1000 a day, continued to show interest and Herpolsheimer's furniture, drapery and floor covering departments showed substantial volume increases, Folkema and his staff commenced to feel that the many days and dollars spent on the promotion were not lost. Decoration • Pleasing, practical and predominately modern, the Wonder House justly rates the attention it has created. For those interested in color schemes, we present briefly the decorative treatment. Simple charm and a feeling of spaciousness affords a pleasant introduction in the reception hall. Black and cream linoleum, grey, white and silver striped wallpaper, lemon-yellow ceiling and yellow gauze cur-tains produce a sense of warmth. A Gilbert Rohde console table in East Indian Laurel faces the entrance. Two cocoa brown and two chalk white walls feature the living room. A rose-tinted mirrored fireplace, in-directly lighted from the mantel, is strikingly modern. Reeded copper andirons complement similar treatment in the mirror, affording classic relief. Chinese Chip-pendale influence enters in minor details, bamboo effect on window cornices and repeated bamboo pattern in the gauze curtains. An emerald green, velvet corduroy davenport is placed against a cocoa colored wall, a yellow mohair chair, a pair of twin chairs, covered in tete de negre frieze with eggshell fringe, a large coffee table in acacia wood trimmed with chrome and a fan-back chair covered in down pigskin, afford color accent. Startling at first is the effect attained in the dining room. Mulberry, silver gray, smoke gray and chalk white. Radical is the idea of matching the mulberry floor covering and ceiling. This is possible only in a room such as this, where one entire wall and half of another adjacent is composed of a solid bank of win-dows. Venetian blinds, drapery treatment and smart window boxes relieve what might have been a most severe effect. Lockweave (Bigelow Sanford) figured carpet throughout the house gives a personal touch, as it can be made to order. The furniture is finished smoke grey with satin chrome trim. Silver gray, walnut and coral accent trim the library smartly. Primarily a library, the studio couch and utility cabinet transform it into an extra bedroom, be-ing adjacent to the powder room with its tiled and enclosed shower bath and full cedar-lined closet. Two horizontally-striped peach and silver papered walls matched by two painted sea green surfaces, give an unusual effect in the master's bedroom. Shades are repeated in the rainbow treatment of the curtains. Mahogany, refined modern, completes the ensemble. Slate blue walls, white ceiling and woodwork, dark gray floor with silver gray and coral design, completes the color symphony of the guest room. Blue chintz curtains with huge white poppy design relieves the severity. The furniture is made of Carpathian elm burl trimmed in pearl gray. The kitchen is completely utilitarian and well lighted. A compact arrangement, U-shaped, permits the lining of three walls with major equipment. Formica is used for wall covering, painted tomato red, chromium strips covering the panel joints, relieved by cream enamel woodwork. An Electrolux refrigerator and Magic Chef stove complete the equipment. Thoughtful planning of drawer and cupboard space is evident. Obviously, the most commented-upon room in Wonder House. 31 THE T CUSTOMERS' VIEWPOINT We Buy 25% on Impulse By RUTH McINERNEY THE hand that rocks the cradle X rings the cash registers of the nation. We do 85 % of the buying, own 70% of the wealth and hold 65% of the savings accounts. Who is this New Woman? She's impulsive. We buy, 25 % or more, on impulse. No, don't take my word for it. The next time the women members of your family come home from a shopping tour, corner them diplomatically and ask: "Darling, did you plan to buy this and this and this when you started out from the house? Were they on your shopping list?" (Practice say-ing this beforehand because the right intonation is necessary. The lady might feel on the defensive, as she has every right to be.) But a frank reply will sound something like this: "I really didn't intend to buy that and that and that. But, you know, they looked so nice, and such a grand value— I couldn't resist." Impulse Item • Have you made full provision for the fact one-fourth of what we buy is because merchan-dise has been placed and priced attractively? Is the sales scene in your store set for impulse purchas-ing? There are plenty of items around a furniture store that are "naturals" in impulse buying — lamps, scatter rugs, small tables, magazine and knick-knack racks, pictures, lamp shades, bric-a-brac, etc. These are the things that add a great deal to a room for com-paratively little expenditure. They can give a room an entirely fresh personality at small cost. Home-makers are instinctively on the look-out for them. Now, why don't we purchase more of these important little acces-sories at furniture stores? Because they are frequently impulse pur-chases, and in order that the inn-pulse spirit perform unhampered, there must be free buying con-ditions. Open Door • Some stores still have the idea that the instant a customer crosses the threshold she automatically assumes a share of the overhead. Each shopper is ex-pected to play at least one note on the cash register. So we don't go "looking" in some furniture stores. We stay outside, looking in. And window shopping pays a merchant scant dividends without some action in the looking. We continue to patronize—do our looking—make most impulse pur-chases— in the stores where the Open Door policy prevails. "Come in out of the bad weather," advertises Marshall Field & Co. during the rainy season. "See our cheerful departments." More than a quarter of a cen-tury ago Selfridge startled London and the merchandising world by inaugurating such a policy in his store. People actually were not ex-pected to buy when they came in. Department and ten-cent stores fol-lowed suit. But the specialty stores have, for the most part, held out to this very day. Yet every merchant will readily admit that a customer in the store is worth three standing outside looking in. Every furniture store is a poten-tial homemakers' haven. Women go shopping once a day usually. The matter of food is the regular item. You'd expect to find few furnishing items in the shopping bag on the return trip. But look! Here we find a new rug for the bathroom— bought impulsively because the cus-tomer saw it offered in her favorite store as she walked without any deliberate buying intentions through the welcome aisles. The daily shopping map looks a great deal alike everywhere. The customer visits food stores, then de-partment and dime stores. The de-sire to "see what's new" is height-ened by the understood atmosphere of welcome, of freedom from buying obligations. Coaxing Trade • If the house-wives of your community do not include your store on their daily shopping trips, here are some ways to coax them across the threshold: 1. The Open Door Policy. Advertise it. Use it on promo-tional literature—literally the sketch of an open door, wel-come on the mat, and the slo-gan "Come in and look around." 2. Have a "New Idea" sec-tion where housewives can see new goods, or new arrange-ments, or new labor-saving devices. (Please turn to Page 38) Does the Open Door Policy pay? The porch and garden furniture section. McMamis Bros., Elizabeth, N. ]., sells four out of five customers. 32 FINE FURNITURE Floor Coverings... Draperies . . . Fabrics New Fabric Designs Stir Imagination, Coupled with Alert Promotion, Intrigue Customers Why Floor Covering Department Clicked M S. BULL opened a furni- . ture and floor covering store three years ago in Easton, Pa., and developed exceptional business on floor coverings. Bull gives the following reasons: Spent 5% of sales for adver-tising during first year. Spends 4% now. Puts it all into news-paper copy. Claims newspapers can't be beat for coverage and economy. Changes window dis-plays twice a week and ties up each display with newspaper copy. Employs only young salesmen in rug department. Prefers to train young men according to his own ideas. Insists every rug sales-man should take the selling course offered by manufacturers. Features well - known branded lines of floor coverings. Avoids special bargain sale advertising excepting twice a year when he cuts prices on dropped patterns to clean up stock. His salesmen get across the idea that people have to live with their rugs for a 1 Bedspreads offer profit. long time. Makes them glad to pay more and calls it an invest-ment in home satisfaction. Like to send rugs on approval, but always sends salesman along to assist in arranging furnishings and to aid customer in making selection. Opposes commission and bon-us plans for salesmen. Prefers to pay salesmen what they earn. Wants them to do constructive selling. Says bonus systems en-courage improper sales tactics. Employs no linoleum layers. Has this work done on contract basis, so much per square yard, by outside firm of specialists who guarantee workmanship. Knows exactly what each job costs be-fore it is started. Has no over-head for idle employes during dull periods. Doesn't send out felt-base rugs on approval. If customer is in doubt about size, arrangements are made for salesman to visit home, take measurements, get definite decision on size of rug customer wants. Traffic Increased by Bedspread Display 7\ CUSTOMER inside a store x i . may not necessarily make a purchase—but there is more like-lihood of it than if she never came into the store. One of the big jobs of the furniture store is to get customers inside whether or not they buy immediately. Good furniture, well displayed in the window will, of course, at-tract the woman who wants to re-furnish. But it will not attract the casual shopper who, once in the store, may prove to be a good customer. For this reason, there is a def-inite trend towards featuring re-tail merchandise in the lower price ranges. Bedspreads, espe-cially, are well suited to the pur-pose. They fall naturally into the #2, 3, and $4 price ranges. They appeal to women who may not at the moment be interested in $100 or $200 bedroom suites. And they furnish many potential customers an excuse to go into a store and look around. Another good reason for fea-turing spreads is that they show off beds and bedroom furniture to good advantage. A well-cov-ered bed gives a customer a good idea of how it will look in her . . . . * ' • , - 1 . • ' • • < • * » • . . - . • — V - ' \ Swagger, Artloom mohair and cotton : flat weave, ex-pressing smart in-formality. Practical for "soft" uphol-stery. Mallinson Import-ing Co., Inc., Cas-co Bay fabric. No. 12. ^fc..-j»*"»i*m»jf * - • • * Mallinson Import-ing Co., Inc., Ccts-co Bay fabric. No. 13. Parker, Artloom Howard frize, de-parture from plain frizes at plain frize prices. f o r M A Y , 1 9 3 6 33 room. Jacquard spreads are partic-ularly well-suited for this purpose. They come in a wide variety of pat-terns that fit well into any scheme of decoration. Bedspreads offer good profit and quick turnover, can be stocked in comparatively small space and can be featured without taking up addi-tional room. Small Rug Sales Increased 50% rT1HE greatest difficulty in selling J. small rugs is to get the regular salesmen to take an interest in them. New men try to sell small rugs for a time but lose interest after a few weeks. They see regular salesmen making $75 to #100 sales in the time it requires them to make a $5 sale of a small rug. Naturally they try to avoid this business. This problem has been solved by the rug department of the Hoosier Furniture Co., Indianapolis, Ind., by the employment of a specialty girl to handle the selling and estab-lishing of a model stock. Sales have increased 50%. The girl is permitted to sell only small rugs so she really makes an effort to develop volume. Her in-terest is sustained by a reasonable drawing account plus commission. She can, by working hard, make a good wage for a girl. Her draw is the minimum but she always makes considerably more on commissions. At the same time selling overhead has been reduced from about 8% to 6%, a saving for the department of about 25%. This makes possible a proportionately larger profit. L. T. Dixon, rug buyer, finds that this concentration on small rugs de-velops a degree of pride on the part of the sales girl that leads to plus sales. Says Dixon, "She has found that small rugs offer excellent op-portunities for suggestive selling. By taking an interest in them and studying their varied uses, color-applications to decorative schemes she can often sell several rugs to the woman who intends to buy only one." The model stock plan makes it possible to keep plenty of merchan-dise in fast selling items and to re-duce the inventory on slower sellers. The original model was set up on an estimated basis of past selling experience for several months. At present it is altered from time to time to keep up with changing de-mand. The general principle is one of figuring turnover in a given period. If an average of a dozen a week of a certain item is sold, stock is kept up to that mark, filling in when it runs below that point. Color and pattern assortments are complete with stocks of slower sellers notice-ably smaller than fast movers. Display also plays a part in the success of the system. All small rug stock is shown on 18" high tables. They are low enough to permit pil-ing up a lot of stock without mak-ing it appear unwieldy and yet making the stock accessible to the customers. Rug Sales Rise Through Radio WJ. CHAMBERLIN Furniture . Co., Casper, Wyo., put a rug "specialist" (a store employee) on the air for 15 minutes, three times a week. He traced the history of floor coverings from the days when straw was crudely used by primitive people up through the ages to the latest products of the rug maker. To determine listener's interest, the store staged a contest. Contest-ants were asked to telephone the store immediately following the broadcast, quoting exact statements from the broadcast. The prize awarded was a $27.50 rug following each broadcast. "The response was phenomenal," related W. J. Chamberlin. "The number of contestants grew by leaps and bounds from one broadcast to another. The Casper Telephone Exchange with facilities for any ordinary occasion was taxed. "I was present in the Exchange after one broadcast when 2700 tele-phone calls were received. "The influence of the campaign on our rug department was immedi-ate and pronounced. Visitors to the department increased rapidly, sales rocketed." Goodall-Scmford Industries, through their sales division, 1. C. Chase & Co., report interest in their lino of flat fabrics. Iris (left circle), highly decorative, designed to form large vertical columns of leaves and flowers across 50 ' width. Tweed, textured fabric (lower left), 54" for upholsteiy as well as draperies. When employed on furniture often combined with smooth or pile surfaced fab-rics. Sable (riaht circle), 50' slightly serpentined plaid, in six colors. Glencove, 54 textured fabric having effect of open mesh superimposed on flat fabric. ^ 34 FINE FURNITURE Don't fail to see the new Luce lines . . . aco BIG NEW TABLE LINE - PACKED WITH PROFIT FOR DEALERS Completely new, the table line Luce is bringing out at the May Market has what it takes. When it comes to promotion and turnover, you can go places with it. If you remember those famous table lines of the Furniture Shops division of Luce, you'll find this one right up there and a little ahead. 18th Century and modern. Original ideas. Fresh designing. Novel use of woods. Carefully graded in the right price range. f • ' f * * Come out and have lunch with Luce in its beautiful factory dining room, comparable in size and facilities to a fine hotel. Here the furniture men of America congregate for luncheon dur-ing the markets. Traditional Luce values are built into these tables. Closely figured on a volume basis to give you an important price advantage. f o r M A Y . 1 9 3 6 35 have what you go to market to find POWERFUL NEW ADDITIONS TO THE SUCCESS LINE OF BEDROOM AND DINING GROUPS Under Preparation for Months . . . Emphasis on Traditional Luce has been building up its case goods lines for the May Market with important new suites from traditional sources, characterized by a freedom of design which stamps them with originality. Challenging effects have been produced with rare and unusual woods remarkable for their color patterns. These groups are bracketed in the price range where the bulk of public buying is concentrated. They are volume suites for swift turn-over — typical Luce profit-makers for retailers. Don't miss them. LUCE FURNITURE CORPORATION \^^'", TO HELP YOU CAPITALIZE GRAND RAPIDS PRESTIGE IN FURNITURE — ' Luce furniture carries serially num-bered cards certifying Luce Grand Rapids design and workmanship as i well as descriptive sales messages. Entrance to the great Luce plant, one of the oldest and largest in Grand Rapids f" " -r. 36 FINE FURNITURE Spring promotion display at Gimbel Bros., Philadelphia. Fabrics, floor cover-ing, furniture. Arguments Don't Sell MAKE every woman who enters your store compare mentally your new rugs with the rugs in her own home, is one of the sales tips from a "Sales Maker," published by Hardwick & Magee. Going further, the booklet sug-gests cooperation with your custom-ers — not arguments. Be sure to give the impression that you are representing their interest, and not the store. Some additional and pertinent ideas follow: Keep in mind that in seven cases out of ten the excuse "I can't afford it," is just a smoke screen. The customer will always find a way to afford the article if you make her realize its full value . . . The success of any floor cover-ing salesman is almost always in di-rect proportion to his knowledge of the goods he sells . . . Display ex-actly the same rugs or carpets that you advertise . . . Don't talk price until you have to and then only in relation to value . . . In interviewing your customer, it is better to ask the size of the room rather than the size of the rug. Often a cus-tomer thinks she wants a 9x12 when she should have a 9x IS . . . Keep a list of satisfied customers and their phone numbers, and make a definite number of calls each day, suggesting a visit to see some new special offering. Summer Sales Slants IN the merchandising of summer rugs segregation is of vital im-portance. Advertising, appropriate displays and emphasis on salesman-ship are of almost equal importance. Artloom achieves new effect in mod-em Chinese in pattern at top. Two-toned leaf, sprays of Oriental motifs employ tones of orange, rust, blue, gold, green, black. Introduction of modem stripes in orange-rust is new note. Center illustration shows Parker-Wylie Brocado rug combining modern and Colonial motifs. Bold plaid line in brown, henna and blue on sand ground. Florals in contrast-ing colors. Artloom presents the mod-ern number directly above. In addition to the overworked theme that summer rugs afford a change in home furnishing atmos-phere, capitalize on the idea of this type of floor covering being suitable for the guest room, sun room, din-ing room and the recreation room. The promotion of rugs of ade-quate size is gaining in importance in soft surfaced goods, especially where the consumer is learning to use larger rugs than the customary 9x12. Many widths of summer rugs are available and the possibili-ties of promoting a size suitable for individual rooms is limitless. While the superstyled soft surfaced rug is attractive and popular, it is well to remember that the average pocket-book is more likely to be attracted to wool and fibre rugs. This is where salesmanship will have to be exercised. The salesman should be conver-sant with facts on the wearing qual-ities, fastness of colors, of fibre, grass, wool, etc., summer floor cov-erings. Rug displays in the rug depart-ment and throughout the store, ex-hibiting furniture, drapery and floor coverings, will keep your customers summer-rug conscious. The listing of available sizes, colors and prices together with suit-able photographs is important in your advertising program. Be sure that you have adequate stocks, as the method of selling samples has its disadvantages. The end of every season usually finds the buyer with a grand stock of soiled rugs. Ensemble displays like this Masland one sell floor coverings, draperies, furniture. ..*... -L2..1 for MAY, 1936 37 PUBLIC ANNOUNCEMENT . . . by c/.et "Laziest Humorist in the World' Three Rivers, Mich.. April 15.— (Special Dispatch to FINE FURNI-TURE). Readers of FINE FURNITURE the world over are to be congratu-lated on an editorial feature which will run in the columns of FINE FURNITURE (Adv. It) from now on unless something happens. This feature is the direct result of a recasting of a friendship estab- 1 ROD MACKENZIE . . . Called Shaier lazy. Shafer called him scurrilous and pusillanimous. lished during the World War be-tween Rod Mackenzie and Chet Shafer. During the War Rod Mackenzie was a K. P. most of the time in Ambulance Co., No. 339, 310th Sanitary Train. So was Mr. Shafer. Mr. Shafer also served 30 days' punishment as a Latrine Orderly. That's where Mr. Shafer's army record outshines that of Mr. Mac-kenzie. Mr. Mackenzie recently wrote to Mr. Shafer at Three Rivers, Mich., where this particular announcement is now being written. Mr. Mackenzie said he wished Mr. Shafer would write an article a month for his magazine, FINE FURNITURE (Adv. 2t). Mr. Mac-kenzie said in his letter that this was a lot to expect from Mr. Shafer because Mr. Shafer was the "Laziest humorist in the world." Mr. Shafer wrote back to Mr. Mackenzie that he would contribute this article if Mr. Mackenzie would classify him publicly as he had classified him privately: "The laziest humorist in the world." Mr. Mackenzie (Private Mackenzie to me) agreed, and that's that. Mr. Shafer will write a dispatch of some sort for FINE FURNITURE (Adv. 3t) and Mr. Mackenzie will do the sketches. This dispatch will be written in the main offices of the City News Bureau here. The City News Bureau here is located in the old G. A. R. & W. R. C. Hall, one flight up over the Wittenberg Boys' Newsstand, which is located in where Old George Avery used to run his Hay, Feed, Grain, Bean Pods & Middlings Store, and just kitterin' across the street from where Old Levi Knauss ran his Harness, Carriage & Bicycle Repos-itory. (The newsstand is also next door to where Big George Wilshatch used to run his saloon). From this office Private Shafer— (Ah, and what a classic soldier he was!—and Mackenzie, too!)—now writes pieces for the Chicago Jour-nal of Commerce, the Detroit News, the South Bend News-Times and a lot of other publications whose editors don't stand much higher in Mr. Shafer's estimation than the editor of FINE FURNITURE (Adv. 4t). If there is one thing Mr. Shafer don't know very much about it is fine furniture (Adv. St). Neverthe-less, Mr. Shafer will write a piece every month—and will go down to Roody Culver's Furniture Store & Undertaking Parlors so that there will be a furniturial, if not a funereal, flavor to the contributions. Just how Roody will figure in is now uncertain. Roody is an ample figure—bald, well paunched, genial. He runs his place from an office in the back end where there's a warm stove for winter use and an open window for the flies to zoom in, in summer. Roody runs his business tipped back in his chair against the wall—and there's a spot on the wall —a smudge—where his head has rested, lo! these many years. Mr. Shafer may go down to Roody's office and write while Rod does the sketching up in Grand Rapids. Still, on the other hand, he may not. Mr. Shafer might change his mind and write next month's piece from Fred Rohrer's Cigar Store—the-fountain head of learn-ing and wisdom. Wherever—how-ever— Mr. Shafer will write the copy and Mr. Mackenzie will do the art. And if these two buck privates—who won the war single-handed— can't be depended upon, the readers of FINE FURNITURE (Adv. 6t) will have to utter their complaints. In Three Rivers Mr. Shafer lives in the House of the Golden Rathole. The House of the Golden Rathole has a Bright Blue Butt'ry. Mr. Shafer knows everybody in town from Pus Reed, Bill Reed's brother, to Matt VanScooter, the one-ton trucker, who does all of Roody's hauling. At times Mr. Shafer—in his Hoss Coat—"Old Hans"—is re-garded as a little queer. Especially in at the Old Snug Restaurant. Just how Mr. Mackenzie is regarded in his home town is not for Mr. Shafer to say. And what Mr. Shafer thinks of Mr. Mackenzie, privately, might almost match what Mr. Mackenzie thinks of Mr. Shafer. But that's enough of that. CHET SHAFER . . . taken at midnight in a Chicago hotel which accounts for the vigil-ant expression. The world demands reading mat-ter. Therefore, the world gets it. Somehow, it's got to be got. And this is a fit sample of what happens when the demand springs up. Mr. Mackenzie and Mr. Shafer (sketches of whom appear accom-panying this article)*—have agreed *Mr. Shaier is wrong. He jorgot that he said Editor-Artist Mackenzie was "just a shade behind." Why draw pictures when photographs are handy. 38 FINE FURNITURE that the secret of being a success as a writer is to write. But they have also agreed that the secret of a writer's success is the reader's abil-ity to read. As a reader of FINE FURNITURE (Adv. 8 times—and that's enough of that joke, too), you are invited to examine the monthly efforts of Mr. Shafer and Mr. Mac-kenzie. If there's a crumb of some-thing worthwhile contained in them that's just your good luck. If not, it's entirely Mr. Mackenzie's fault. Because, from this end, the articles will be impeccable—gloriously inter-esting human documents. Watch for Privates Shafer & Mac-kenzie's next contribution to FINE FURNITURE. Shun Evil Companions. (yrs) (SGD) CHET SHAFER, "The World's Laziest Humorist." Customers' Viewpoint (Continued from Page 31) 3. Plan a Model Home to which everyone is invited at any time. Give it a perpetual promotional angle by advertis-ing "Come in and see the Model Home with the Ever- Interesting Personality. Small changes of arrangement or fur-nishings give the house new in-dividuality each week. Come in see how it's done—then try out the ideas in your own home." 4. Offer demonstrations of kitchen equipment, cooking schools, table setting contests in which customers are asked to come in and vote. 5. When people come into the store and appear to wish only to look, go easy on the sales approach. Every customer ought to be given time to fit a piece of merchandise into her own homemaking problems. No salesman in the world can help out. When a brisk clerk comes forward with the go-getting manner and says brightly, "May I serve you, madam?" he's neither serving madam nor the store in too many cases. To insist upon showing goods in the face of the customer's obvious disinterest, makes the situation worse with more than one customer. It really requires plenty of experience, intuition and the open-door attitude on the part of the salesman to make a success of the impulse buying habit of women. Here's a display of beautiful lamps. A customer stops because she can't help being drawn to the bright and cheerful articles. In-stantly, she begins to mentally place the article in her home. Will it look better on the con-sole table or on the desk? Will the colors harmonize with the room? Is the price justifiable in view of the pleasure and use the lamp promises to give? Is the quality of the article up to standard? No wonder that nore sales are lost by salesmen than without them — it being impossible to understand a cus-tomer's homemaking perplexi-ties completely. Where the salesperson enters the picture is to contribute accurate informa-tion as to the workmanship and materials of the article, and of-fer interior decorating sugges-tions that are new and practical. 6. Display goods in the window or in the store, glam-orously, with easy visibility, and full details written out on show cards or dramatized in some manner such as an auto-matic display of a washing ma-chine in action. That 66% of all items purchased on impulse were on display was learned in a recent survey conducted by 'ogressive Grocer. People do >t ask for what they do not see. .ibout ten % of the people who pass window displays stop and look. In a small community, the 10% is largely the same crowd. Small wonder that many customers pass some windows without looking at them—because they have been educated to expect to see the same old thing in the same old place, day after day. Impulse purchases are the life-blood of the department and dime stores. Are you getting your share of the things we purchase without inten-tion aforethought? This office grouping by the newly reorganized Stow-Davis Co., Grand Rapids, is representative of this concern's craftsmanship and styling. - — Z^rr- _ . ~ • ._*•. f o r M A Y , 1 9 3 6 39 TODAY IS PAY DAY . . . Legion survey estimates 155 million to be spent by vets for homefurnishings. How much are you going to get—and how? T 7ETERANS of the World War V have a pay day coming during the last half of 1936 that a recent survey conducted by the American Legion Monthly reports will pour over $155,000,000 into the home furnishing business. This amount is in addition to an estimated $623,- 615,793.86 that merchants will re- Veterans -o//k>tyiH-li/h'a, Ofatik- shares the iov of yuu World War Veterans who vvHI receive the bonus, for Hie payment of ihe KJIIIH nurfcs the Hfgmnmg a\ a UCA w of weH-l>em« for ttimj^mds v*. f.imtho thnmshwirt the utv dtui KIP,< County— ini-n ' W i •*• --^OOWC to iht- -Ui*\ ceive on debts incurred during the depression. It is also asserted that another huge amount will be re-leased for home furnishings through the erection of new homes. A break-down of the sum to be spent by veterans for home furnishings fol-lows : Furniture $61,102,102.67 Rugs and Carpets 9,962,551.64 Other house furnishings.- 45,491,700.89 Refrigerators 21,234,632.60 Furnaces (oil or gas) 9,037,103.08 Radios 8,761,112.04 The Legion report further states that veterans will spend from funds supplied by cashing their certifi-cates, $92,451,003.81 on the erec-tion of new homes, and that an ad-ditional $548,604,997 will come from veterans' private funds for the com-pletion of new homes. Repairs on present homes will necessitate $133,341,613.56, while paint jobs will amount to $34,200,215.81. Already merchants throughout the United States are attempting to corrall some of this enormous fund. Payment plans in various forms are making their appearance as in-ducement to the veteran to re-furnish. How Prottas & Levitt, Seattle, plans on cashing in on Veterans' pay day with four separate plans. How Denver Does * Two leading Denver furniture houses—American Furniture Co. and D. F. Blackmer Furniture & Carpet Co.—both de-clare that applying veterans grade very high and rejected accounts are very small. The American Furniture Co., of which Samuel E. Kohn, former president of NRFA is head, has been progressively covering with daily sendings a list of all Denver veterans entitled to the bonus. The multigraphed letter, with fill-in, over Kohn's facsimile signature, contain-ed this invitation: "Come in, choose whatever you want. Pay nothing down. Just agree to pay for your selections when you cash your bonus bonds in June. Your purchases will be delivered at once." Apparently, when house furnish-ings are involved, the great major-ity of veterans are level-headed, and if they are not in a position to buy, they do not respond to "no down payment" advertising. This letter went to all veterans, yet the Amer-ican Furniture Co. reported rejected accounts had been exceptionally small. Response to the mailing has been very heavy and good sales have been traced directly to it. One deal in excess of $1000 was re-ported. However, the majority of sales average $200. (Please turn to Page 43) PkOHASf l ! \ l •. 4 ' 40 FINE FURNITURE GRAND RAPIDS ASSURED MUSEUM A SAMUEL G. BUCKNER . . . Grand Rapids is in-debted to him. LONG cherished dream by the city of Grand Rapids has been realized," said Samuel G. Buckner, chairman of the special furni-ture museum committee of the Association of Commerce, March S, when he presented Mayor William Timmers with deeds to the T. Stewart White home, 427 E. Fulton St. The city commission voted unanimously to accept the property. A WPA project calling for an estimated expenditure of $24,200 for remodeling the house and appropriately landscaping the grounds was approved for submission to the federal authorities. In addition to a federal grant of $19,000, Buckner's com-mittee raised $12,000 locally. A maintenance fund, not to exceed $3000 is to be provided by the city. The Grand Rapids Furniture Manufacturers' Association has agreed to the financing and securing of the ex-hibits. Value of Museum • Need for such a building has long been felt in Grand Rapids. In fact, the late Wil-liam H. Gay, while president of Berkey & Gay Furni-ture Co., expressed the desirability of such a museum, for in addition to its value as an advertisement of the product for which Grand Rapids is renowned, it offers a decided educational function for those directly asso-ciated with the creation of furniture styles. However, it remained for Buckner, in his capacity as chairman of the publicity committee of the Association of Com-merce, to fulfill the dream. Since last June when Sam Buckner first conceived his museum idea, he has worked tirelessly to attain his goal. His enthusiasm has been inspiring and the acceptance of the gift by the city climaxes a campaign of many months by the museum committee. Past and Present • As publicity man for the Asso-ciation of Commerce (in addition to selling insurance), Sam's duty has been to make America Grand Rapids conscious. Important, nationally-known industries have developed in the city but in scouting around for pro-motable ideas, none of them afforded the material fur-nished in the historical romance and background of the furniture industry. Then why not a building housing such historical interest? Gems of the past and con-temporary masterpieces! How they're created and fab-ricated. Excelsior! A furniture museum! Buckner launched his campaign and his next step was to sell the idea to the furniture manufacturers, the public, the city commission and the federal administration. No mean job this. His reason for soliciting aid from the government was due to the fact that his original plan included the erection of a new building. This idea was obviated by suggestion that the White home might be secured. Here was one of the old, dignified residences of Grand Rapids, idle, and admirably adaptable archi-tecturally to the museum project. Negotiations with the White heirs resulted in Buck-ner's obtaining the property. He then swung into action with a drive to secure $12,000 in cash upon which the government grant of $19,000 was contingent. A sub-stantial part of this sum was subscribed by the Grand Rapids furniture manufacturers, and other groups and individuals contributed generously. Home of Grand Rapids furniture museum, housing authentic antiques, contem-porary ensembles, manufacturing processes and progressive historical exhibit. f o r M A Y , 1 9 3 6 41 Operation • A committee composed of seven mem-bers including two manufacturers, two furniture de-signers and three citizens not directly connected with the furniture industry has been suggested for operation of the museum. The assembling of the exhibits will be detailed to persons versed in the authentication of an-tiques, exactitude of reproductions and others qualified to pass upon the suitability of contemporary furniture. The White home has four floors with ample space for an extensive museum program. One suggestion for the juxtaposition of the exhibits calls for a static dis-play demonstrating furniture manufacturing operations. This exhibit would be located on the first floor which is slightly sub-level. On the second floor, which is hand-somely decorated with hand carving in solid mahogany woodwork, would be placed authentic antiques and faithful reproductions. The third floor would contain models of the best contemporary Grand Rapids furni-ture. This display would operate on a rotating plan with several manufacturers being represented for a specified time. The fourth floor would be devoted to progressive exhibition of Grand Rapids furniture dating from the inception of the industry in that town during the middle of the 19th century. Assured • The museum means a realization of a dream of those interested not solely in the educational and cultural welfare of the city, but in the future devel-opment of the furniture industry. Said Buckner: "Grand Rapids which has the cultural background for a museum is a logical center for one. Boston and Cin-cinnati have such institutions. And I am told that the furniture exhibit in the New York Metropolitan Museum was established at a cost of approximately $2,000,000. The Grand Rapids museum, however, will be much more than merely a collection of antiques. Its contemporary displays, exhibit of manufacturing processes and progressive historical presentation will make it an educational institution worthy of the city and industry it represents. Grand Rapids vitally needs a museum for its citizenry, visiting dealers, tourist and convention guests." Committee • Grand Rapids Furniture Museum committee has sent to Emerson W. Bliss, chairman of the art and museum board, the recommendations for membership on a committee or board to operate the new furniture museum. Those suggested are Buckner, Robert W. Irwin and John M. Brower, representing the furniture manufacturers; William Millington, rep-resenting the Grand Rapids Furniture Designers asso-ciation; Miss Frances Dexter, representing women's groups interested in the museum project, and Edgar R. Somes, . director of the David Wolcott Kendall Memorial school and a teacher of designing and home decorating. Furniture Library AN adjunct to the furniture museum will be the . Ryerson Library. Here librarian Samuel H. Ranck has assembled the finest and most complete collection of furniture literature in the United States. The furniture library is not only used by local de-signers and furniture historians but by correspondence inquiry representing hundreds of letters a year seeking authentic furniture design information. A list of pub-lications dealing with modern furniture as developed in America, Britain, Sweden, Germany, France and other countries complete the collection. How D'You Jjke It? As for Aims FINE FURNITURE aims to devote its efforts to the best interests of the home-furnishing industry. Be you dealer or decorator, man-ufacturer or designer, cub salesman on the floor or the oldest furniture man on the road—you'll find some-thing to interest and inform you in each issue. Leading with To accomplish this at one wallop is Our Chin impossible. A first issue cannot be perfect even, though the model has been carefully planned. Changes are inevitable and this is where you—the reader—enter the picture. As this is a magazine for you, it is important that we have your comments and suggestions. How have we started? Are we on the right track? Let's have it. Our chin is out!! Physical We have tried to make this magazine Appearance attractive without being high-hattish. Smashing layouts and elaborate type faces have given way to useful illustrations and read-able type. Again we solicit your suggestions. Do you like the convenient size? Monthly Here's a tough one. What to put in a Features monthly homefurnishing business magazine and keep you all satisfied. George Horace Lorimer, renowned editor of the Saturday Evening Post, once said something to this effect: "If someone likes everything in your magazine, there's something wrong with it." We have scheduled several features that we think will be of interest and also entertaining. What do you think? You Tell Us What do you want us to discuss? Do you want more pictures? Are you inter-ested in more news of your fellow homefurnishers? Does your ad man howl for specimen advertisements? Is your credit man threatening to quit because you hound him about his collection letters being lousy? Would you like to know how Brother Smith down the street manages to keep his customers ? We've no cards up our sleeve but we will try to give you what you want—providing you tell us. Our After consulting some very special friends Advertisers on the advisability of launching FINE FURNITURE at this time we felt somewhat like the negro boy who asked his friend where he'd been. "Lookin' fo' work, brudder." His friend replied: "Man, yo' cu'osity sho as hell's gwine get yo' in trubble yet." However, the confidence displayed by our advertising friends in this initial issue is more than gratifying. And we have much confidence in the future of the furniture industry. We suggest a careful perusal of the advertising pages of this magazine. They con-tain styles and values of reliable concerns interested in participating in the upward trend of home furnishings. —THE EDITOR. 42 FINE FURNITURE Vv for MAY, 1936 43 An adaptation of the sleigh bed is shown in this striking suite (Upper left) by Kroehler Mfg. Co., exhibited in the American Furniture Mart, made of walnut and white leather. Butt walnut and zebrawood is employed in modern style in the dining room suite by Showers Bros., Inc., Blooming-ton, Ind. The rounded tops of the buffet lift up, revealing silvered compartments. Chairs are upholstered in washable fabrics. Displayed in the American Furniture Mart. Old Hickory Furniture Co.. Martinsville, Ind., produced the pine dining room ensemble (left center) and displays it in the Merchandise Mart. Primi-tive pioneer motifs were the source of inspiration. The modern bedroom group in bird's eye maple and quilted maple panels, trimmed in gold hardware is by Crane & Mc- Mahon, St. Mary's, Ohio. A 36" circular mirror and extra-ordinary amount of drawer space make the vanity a special value. Shown in the American Furniture Mart. White Furniture Co., Mebane, N. C, identify Carolina crafts-men in developing authentic southern antiques. Lower left shows an exact reproduction of a suite made for John C. Calhoun, southern statesman, about 1814, It is made of cherry, curly sycamore and tulipwood. Mushroom and bell turnings are typical. Three pieces retail for $175. Shown in the Merchandise Mart. Landstrom Furniture Corp., Rockford, 111., created the modern fruitwood bedroom suite. The sole decoration is a routed design on the foot-board of the bed. Grooves on the bottom of the drawers serve as pulls. This suite is shown in American Furniture Mart. TODAY IS PAY DAY . . . {Continued from Page 39) The standards established for ap-plicants are high. There is careful verification of the bonus payment which will be received. Other obli-gations are considered. Character is important. Ordinarily, the vet-eran must be employed. Except for the terms, papers signed are identical with those of other instalment sales. The cus-tomer simply gives his word that he will meet the promissory note out of bonus proceeds. Important fact, reported also by the D. F. Blackmer store, is that a large number of applicants are ready to embark on immediate small monthly payments. The Blackmer store has an-nounced its special bonus terms in general newspaper advertising. Its policies are very similar to those of the American Furniture Co. Ifs? • "What if the buyer should die before his bonus is paid?" "What if the family should tire of the goods and after June 15 refuse to make payments?" "What if de-lay occurs and the buyer, instead of getting his cash in June, does not receive it for several months there-after?" "What if the buyer, on re-ceipt of his cash, spends it for something else?" These Denver stores concede the risk suggested by these queries. However, they believe that care exercised in granting the low terms will adequately safeguard them and create an average risk condition as favorable as that incurred on the run of their sales. In addition, the great sales-building power of special bonus terms is recognized. Policies • One Denver store, Joslin's, is aggressively cultivating veteran instalment business with a Bonus Thrift Club, featuring special terms. On a canvass of local instal-ments trades, it was discovered that large aggregate sales on low terms would be made in coming months. Policies are being formulated. Letter shops report considerable inquiry for veteran lists. One list with a veterans' organization source showing upward of 7000 Denver veterans, is being placed exclusively with one buyer in each trade. The average bonus payment in Denver will be around $700. A majority of Denver credit men bail the bonus as a great collection opportunity. If plans work out, many a "P. & L." account will be converted into cash next June. Easy terms—lowest terms—bud-get terms arranged. These and other phrases describing the con-venience of credit and terms within the furniture industry have been re-placed by a Seattle store—Prottas & Levitt—by a specific "4-Way— to—Pay" chart presented to its cus-tomers via newspaper copy. The pay chart is readily under-stood by the customer with the most hardy of don't-like-figures complexes. For purchases of $15 to $500 it computes what the first pay-ment is, number of subsequent pay-ments and in what amounts, de-pendent upon which of the four dif-ferent pays plans is selected. The advantage of the plan, from the customer viewpoint, is that it en-ables the home maker to choose the plan of payment best suited to indi-vidual requirements. Actually, points out Gale Robin-son, advertising manager, the cus-tomer is often led to purchase more when the payment plan is thus ad-vertised. She knows exactly to what purchase lengths she may go and still not strain the budget. The Prottas & Levitt publicized and official "schedule of payments" is reduced exactly one-half for World War veterans. Replacement Contest AVARIANT from the write-a-letter of 100 words or less variety of consumer contest was used recently by the Standard Fur-niture Co., Indianapolis, Ind. The 9000 entries for the $500 worth of merchandise prizes indicate that people enjoy a contest that exacts something more than writing a letter. This contest was called a "Furni-ture Placement Contest," and was based on a booklet produced by the Standard Furniture Co. for cus-tomer distribution. The booklet con-tained floor charts of a seven-room house and an insert leaflet with miniature drawings of living room, bedroom, dining room and kitchen furnishings. Floor charts and furni-ture were drawn to the same scale. The contestant cut out the mini-ature pieces of furniture and after determining what size to have the given room, arranged and pasted the furniture on the floor chart. A checkup of the first thousand entries received revealed that the contest was attracting the best type of adult mind—real buyers—and only 3 % of the entries were juveniles. 44 FINE FURNITURE Housing the CHARACTER LINES of the Market Exclusive Exhibits Are Maintained the Year 'Round by the Following Nationally Known Lines BAKER FURNITURE FACTORIES, INC. BARNARD & SIMONDS CO. BENT CO., GEORGE B. BIGELOW-SANFORD CARPET CO. CLORE & HAWKINS COLONIAL MFG. CO. FURNITURE CITY UPHOLSTERY CO. GRAND RAPIDS BOOKCASE & CHAIR CO. GROENLEER-VANCE FURNITURE CO. HEXTER CO., S. M. KAMMAN FURNITURE, INC. KAPLAN FURNITURE CO., INC. KINDEL FURNITURE CO. KITTINGER CO. LUXURY FURNITURE CO. MILLER CLOCK CO., HERMAN MILLER FURNITURE CO., HERMAN MORSE FURNITURE CO., RALPH PAALMAN FURNITURE CO. ROHDE 20th CENTURY HOUSE RUSTIC HICKORY FURNITURE CO. STANLEY CHAIR CO. STATTON FURNITURE MFG. CO. VANDER LEY BROS., INC. WHITLOCK & CO., J. W. WOOD PRODUCTS CORP. KEELER BUILDING GRAND RAPIDS MICHIGAN Every Modern Convenience KAPLAN JOINS KEELER GROUP Kaplan Furniture Company, Inc., Cambridge, Massachu-setts, exclusive manufactur-ers of correct traditional Colonial furniture, will make their initial showing in the Keeler Building in the Spring Market, May 1st to 9th inclusive. Keeler Building We appreciate mentioning you sazv this in FIXE FURNITURE i o r MAY. 1936 45 FURNITURE-SALESMEN'S-CLUB of the GRAND RAPIDS FURNITURE EXPOSITION CHARLES R. SLIGH. JR., President JACK COOPER, 1st Vice-President ART WINDSOR, 2nd Vice-President CHARLES F. CAMPBELL, Secretary-Treasurer Origin and Progress • The Fur-niture Salesmen's Club was organ-ized in the Fall of 1933 when a plan was forwarded to all the mar-ket salesmen. The response came in the form of several preliminary meetings under the direction of Carl Fowler, Ed Ransom, Homer Tibbs and Charles Campbell. As a result of these meetings, a general gather-ing of salesmen was called on No- CHARLES R. SLIGH, JR. . . . chief oi the ambassadors. vember 10, 1933. About 100 sales-men attended. Carl Fowler was named temporary chairman and Campbell, secretary pro-tern. Com-mittees were appointed to draw up the constitution and by-laws, to provide club rooms, plan and ar-range a banquet for the January market and to outline a campaign for membership. The first membership meeting and banquet of the Furniture Sales-men's Club of the Grand Rapids Furniture Exposition Association was held in the Pantlind Hotel ball-room with over 300 salesmen and their guests attending. Charles F. Reiley of the Jamestown Lounge Co. addressed the club. Following the entertainment program, election of officers took place and a definite or-ganization was effected. The follow-ing directors were chosen to serve for one year: Carl Fowler, Charles Burkhardt, Walter Schaeffer, Oscar Perry, Charles Campbell, Art Wind-sor, Tom Wanty, Bill Herrick, Abe Jennings, Charles R. Sligh, Jr., Nate Bryant and Arthur Brackett. Officers for the first year of the or-ganization were President Fowler, first vice-president Burkhardt, sec-ond vice-president Sligh, and secre-tary- treasurer Campbell. In order that salesmen represent-ing furniture manufacturing exhibi-tors not operating in Grand Rapids might have a voice in the club's activities, the board of directors was split between representatives of Grand Rapids' manufacturers and outside exhibitors. By-Laws • The purposes of the club are described in Article 3 of the by-laws as follows: "It shall be the purpose of this Association: to effect a closer unity of interests around the Grand Rapids Furniture Exposition. To combat abuses and unethical practices in the wholesale merchandising of furniture. To elevate selling practices to a higher standard of performance. To foster closer cooperation among sales-men representing lines shown in Grand Rapids, and incidentally to promote sociability and good will among the salesmen who make Grand Rapids their market home and buyers of furniture who attend the Grand Rapids Furniture Exposi-tion." Article 4 imposes qualifications for membership thus: "Membership in this Club shall be open to Sales Executives and Salesmen representing firms showing in the Grand Rapids Furniture Ex-position and to others with active interest in designing, advertising, promoting and displaying lines ex-hibited in Grand Rapids, whose ap-plications have been approved by the Board of Directors or the Executive Committee." A code of ethics was also adopted by the Club and subscribed to by its individual members: 1. I will always support the Grand Rapids Markets, and will endeavor to create added interest in these Markets. 2. I will always be considerate of my fellow-salesman's time, and will not unnecessarily engage myself with a buyer while other salesmen are in waiting. 3. I will never intentionally de-prive my fellow-salesman of his op- THIS PAGE The position of the furniture sales-man is one of the most important in the industry. He is an ambas-sador for manufacturer and market through his constant and alert con-tact with the dealer. Without a doubt the Grand Rapids Furniture Salesmen's Club has developed into one of the strongest factors in the Grand Rapids market. It is composed of young, aggressive men—future leaders in the indus-try. Recognizing these facts the staff of FINE FURNITURE decided to devote a page or two to the affairs of this wide-awake organ-ization. It is the salesmen's page, a forum of their expressions, ideas, wit and doings. "Charlie" Sligh, 1936 president, has outlined in this first issue the origin and progress of the club. We feel that it will be of interest not only to the boys, but also to their thou-sands of dealer friends. portunity to confer with a buyer, nor in any manner interfere with his conference with a buyer. 4. I will always assist my fellow-salesman in all business relations. 5. In the performance of my du-ties, I will at all times strive to bring added respect and prestige to my profession, and to my fellow-salesman. 6. I will never interest myself in, nor entertain a proposal by either buyer, manufacturer or salesman to reproduce another manufacturer's pattern. 46 FINE FURNITURE The first few months of the club's existence found it handicapped by the serious illness of Fowler and the death of Burkhardt. However, be-ing a young organization with plenty of determination, it con-tinued to progress. One of the outstanding gather-ings during the early days of its organization was a memorable eve-ning at Ramona Park. An outdoor dinner and vaudeville show enter-tained about 600 furniture men in attendance at the summer market. In fact the success of this outing convinced the club that some out-standing feature should be a part of each major market. The entertainment during the 1935 January market was under the direction of Ed Somes who ar-ranged a continuous program throughout the market. In defray-ing the expenses of this program the club assessed each member and solicited funds from exhibiting manufacturers. Directors chosen for the next year were: Chet Kiekintveld, Art Wind-sor, Jack Cooper, Abe Tennings. Bill Herrick, Charles R. Sligh, Jr., Carl Fowler, Tom Wanty, Nate Bryant, Charles Campbell, Ed Ransom and Art Bracket. The officers for the ensuing year were: President, Sligh; first vice-presi-dent, Cooper; second vice-president, Windsor and Campbell was re-elected secretary and treasurer. Promotions • The Furniture Salesmen's Club activities reached their zenith with a grand Ball dur-ing the 1935 summer market. A fine professional show entertained during the entire market. As an added incentive, tickets were sold to the Ball which entitled the holder to a chance on furniture prizes con-tributed by manufacturers. The re-port of the finance committee was gratifyingly in the black. Following the success of the sum-mer market entertainment, the club doubted a more ambitious program could be fulfilled. However, the 1936 winter market entertainment and ball sponsored by the Sales-men's Club will long be remem-bered. An automobile was given away as first prize and the program financed on a basis similar to that employed the previous market. The popularity of the nightly floor show was evidenced by the many congratulatory letters re-ceived from furniture dealers all over the country and the capacity nightly attendance. Too much credit cannot be given our old friends Bill Dornfield, Doris Hurtig, and Gus Howard for their assis-tance. The "Furniture Frolics" have definitely established them-selves in the Grand Rapids Market. At the annual meeting held dur-ing the January market, the follow-ing two new directors were chosen: Clark Beiriger and Larry Hill, re-placing Wanty and Jennings. The officers for 1936 remained the same with the exception of Beiriger who was elected assistant secretary. The officers were pleased to report that the January show, although more elaborate than the July per-formance, incurred less expense and that the club was able to inaugurate a new year with a nice bank balance. Duty • From a most inauspi-cious beginning and during the most depressed time in the history of our country, our organization has de-veloped into one of the really potent factors in the promotion of the Grand Rapids market. Although a reputation has been established as official entertainers we must remem-ber that our aims include the better-ing of business ethics among furni-ture salesmen. It is also evident through the club's correspondence that it can be of assistance in many ways to buyers who visit the Grand Rapids market. As furniture salesmen representing Grand Rap-ids we are ambassadors for the Fur-niture Capital. Our first duty is to support this market and endeavor to create added interest in further-ing this cause. CHARLES R. SLIGH, JR. —o— Koster to Free Lance Henry H. Koster, for the past nine years staff designer with John-son Bros. Furniture Co. and John-son, Handley, Johnson Co., Grand Rapids, recently announced the in-auguration of a designing service under his own name. Koster was associated for 12 years with the de-signing department of W. & J. Sloane, New York, before coming to Grand Rapids. His commercial designs the past few years have attracted national recognition from such authorities as Charles Messer Stowe, furniture editor of the New York Sun and other homefurmshing editors of metropolitan dailies and consumer magazines. His modern interpreta-tions have been a feature of the Grand Rapids market for several seasons, while his traditional adap-tations, particularly several devel-oped exclusively for the Grand Rap-ids Furniture Makers Guild, have been outstanding successes. Koster is a former president of the Grand Rapids Designer's Association. Meet RAY BARNES . AY the right is an action picture of Ray Barnes, "the Old Gen-tleman," at work (?) on one of his numerous pages. Statistics on Ray show that he has filled 634 Sunday newspaper pages with "Razzing the Rapids" and that his "Funny Signs" (that's what he calls them) are dis-played in dailies from coast to coast and from Cuba to Canada. He sports no bow tie nor smock and has a white man's haircut. When questioned about his connection with the furniture trade Ray spoke with becoming modesty. "I have probably quick-sketched more fur-niture men than any other cartoon- . "Furniture Frolicer" ist in the country." We believe him, because for years the little fellow had a studio during market seasons in the Luce Furniture Co. show-rooms. Ray's first contribution to this magazine appears on page 25. It will be a monthly event. But carry-ing out the tradition of all cartoon-ists, Ray believes in letting his readers do most of his work. This gives him more time for golf, bil-liards and sleep. In case you missed the subtlety of this request, Ray is anxious to have you do his think-ing for "Furniture Frolics." Ideas, that's what he's after. RAY BARNES . . . can explain his own cartoons. f o r M A Y . 1 9 3 6 47 Well constructed and correctly styled living room furniture No. 1404 Mahogany Chair Width 37" Height 40" Depth 33" No. 1400 Sofa Length 80" Height 37" Depth 33" Showrooms at Imperial Furniture Company May Market showing May I to 9 June-July showing June 29 to July 18 THE SCHOONBECK COMPANY 50 WEALTHY STREET, S. W. GRAND RAPIDS, MICHIGAN We appreciate mentioning you saw this in FrxE FURNITURE 48 FINE FURNITURE - . - ; • . * y V'SOSKE HAND -TUFTED ORIGINAL RUG CREATIONS O f f e r un r e s t r i c t e d f o r i n d i v i d u a l ex It will be easier to meet your clients' wishes in an impressive manner, if you lay the proper foundation for your decorative scheme, in a hand-tufted, custom-made V'Soske Rug. These rugged weaves are so versatile that they place no restriction on your creative ability. From the austere simplicity of a colonial background to the decorative effects of the French masters, or the refreshing' tempo of a modern motif, every V'Soske rug is specially created to meet the exact requirements of size, shape, color and design. Any design and color can be carried out in this expressive medium to give your work the stamp of artistic individuality on which reputations are built. Obviously, individuality can not be cataloged. We will however, cooperate with you to the minutest detail, if you submit your requirements. reedom p r e s s i o n V'SOSKE SHOPS ORIGINAL CREATORS OF HAND-CARVED RUGS 301 SCRIBNER AVE., N. W. GRAND RAPIDS, MICHIGAN 515 MADISON AVENUE, NEW YORK, N. Y. 820 N. MICHIGAN AVENUE, CHICAGO, ILL FIELDING HOTEL, SAN FRANCISCO, CALIF. We appreciate mentioning yon saw this in FINE FURNITURE f o r M A Y , 1 9 3 6 49 Spring Market, May I — 9 Summer Market, June 29 — July Luce Representatives Announced Martin J. Dregge, general manager of the Luce Furniture Co., which returned to the manufacturing field this year, has announced the following sales organization: Eastern metropolitan representative for New York, Philadelphia and Baltimore, Earl B. Chubb of New York; middle east, Everell S. Brower; midwest, John L. Greene; south, Phil Raiguel; New England, Louis Foote Reynolds; Michigan and Indiana, John Pyl-man; Pacific coast, C. R. Davis, H. C. Baker and C. F. Knoeppel at San Francisco; Den-ver, J. George Saxton; Seattle and the northwest, Ray Waymire. G. R. Furniture Co. Grand Rapids Furniture Co., which for many years produced high-grade dining room groups, discontinued this type of product about a year ago and introduced a line of quality occasional pieces, in both traditional and modern. The line is shown in the Fine Arts Bldg. Eber W. Irwin, president and general manager and one of the founders of the concern, continues to direct the company. Robert Irwin, his son, has been identified with the company for more than 15 years. He is in charge of sales and designing. The sales organization includes R. William Her-rick in the east, Leo F. Troy in the central west and George D. Evans and his son, W. C. Evans, in the west and south. Hendricks Dies Suddenly Gustave A. Hendricks, 58, prominent in the Grand Rapids furniture industry for over 25 years, died March 26 at his home. Death resulted from a sudden heart attack. "Gus" Hendricks was best known as the directing head of the Fine Arts Furniture Corp., which operated the Pantlind Exhibi-tion and Fine Arts buildings. These two structures were erected during 1924 and 1925 as private developments, but Hendricks vis-ioned them as units of a furniture capital building, which he planned to erect to a OPTIMISM . . . This modern Kindel plant, illus-trated below, is being enlarged. height of 34 stories on the present site of the Civic Auditorium. The advent of the recent depression shattered this dream. Hendricks was a native of Huntington, Ind., came to Grand Rapids in 1903 as a sales representative of Burroughs Adding Machine Co., formed the Adjustable Table Co. the following year and within a few years established the White Steel Sanitary Furniture Co., of which he was manager until his death. In 1923 he purchased the Berkey & Gay administration building. This real estate move proved to be the inception of the Pantlind and Fine Arts buildings promotion. Hendricks was active in state Republican circles, served for three years as chairman of the Mackinaw Island State Park Com-mission. He was an ardent sportsman, lover of outdoors and was never happier than when entertaining his many friends at his beautiful summer home, Octagon Castle, Biteley, Mich. Besides his widow, Gertrude M. Hend-ricks, he is survived by a son, Gustave A., Jr., and a daughter, Carolyn. Kindel Enlarges Factory An indication of recent business gains and an anticipation of industrial improvement is the announcement of Charles J. Kindel, Sr., president of the Kindel Furniture Co., of plans for an addition to their present plant. Construction which started about the last of April will increase the production capacity of the plant by 30%. The additional equipment, which is part of the expansion program, will afford a bal-anced production and tend to expedite serv-ice and make for additional economy. Stow-Davis Reorganized Grand Rapids was assured continuation of one of its oldest and nationally famous in-dustries when articles of incorporation were filed in Lansing recently by the Stow-Davis Furniture Co. The new company has been organized to acquire the assets, business and goodwill of the former company of the same name, which filed a voluntary petition in bankruptcy. The management of the company will be in the hands of men long identified with FRANK D. McKAY . . . "I have kept my word." prominent Grand Rapids industries. Officers are: President, Joseph R. McCarger; vice-president and general manager, Robert H. Bennett; treas
Date Created:: 1936-05-01T00:00:00Z
Data Provider:: Grand Rapids Public Library (Grand Rapids, Mich.)
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