Fine Furniture; 1937-08

Notes:

Issue of a furniture trade magazine published in Grand Rapids, Mich. It began publication in 1936. and MAGAZINE F. W. de la MARE . . . versatility built at the bench (See page 17) Two dollars a year 20 cents a copy AUGUST • 1937 Grand Rapids, M i c h i g a n l1TIWIITiTTmiViirm*iiCMrhHir'rt"rfiTlPiii i'TIHill IITTII PRESENTING New Interpretations of the Old Masters THERE is no substitute for careful thought and thorough research behind quality furniture design. There can be no concession to hurried, harried "mass" production methods in the lexicon of our master craftsmen. Every John Widdicomb creation must ring true to our every exacting test . . . to our severe requirements for sound, seasoned woods; for sturdy and enduring structure; for life-long beauty of finish; for pre-eminence of interpretative designs. JOHN WIDDICOMB COMPANY Grand Rapids, Mich. Factory Showroom, 601 Fifth St. New York Showrooms No. 1 Park Ave. We appreciate your mentioning you saw this in FINE FURNITURE NOTICE—- All prices quoted on illustrative and advertising pages in Fine Furniture are "number"-(double whole-sale)- thus making the.; cost to legitimate home-furnishing merchants one-half the quoted prices, subject to regular terms. PLEASE REMOVE THIS SLIP— upon opening Fine Furniture so that the magazine may be used freely with the consuming trade. Due to price increases announced by manufac-turers, prices quoted are subject to change without notice. to the HUNDREDS of Representative Buyers from 44 states, the District of Columbia and three Provinces of Canada, who visited the 120th semi-annual mar-ket in Grand Rapids and purchased THOUSANDS of dollars' worth of the Nation's finest furniture • • . Thanks a MILLION GRflfiD RflPIDS fURfllTURE EKPOSITIOn flSSOCIATIOn HENRY III:K>I \ \ CHAS. F. CAMPBELL President Secretary We appreciate your mentioning you saw this in FINE FURXITURE FINE FURNITURE CHARACTER IN FURNITURE FINISH Is that undefinable, illusive some-thing that hallmarks better finished furniture with a higher degree of appeal. CHARACTER FINISHED FURNITURE radiates distinctive individuality — uniqueness in charm. Inspires last-ing pride of possession. THIS UNIQUE CHARM — INDIVIDU-ALITY— CHARACTER IN FURNI-TURE FINISH IS ATTAINABLE WITH OUR CHARACTER BUILT-IN PROD-UCTS and simple ivorking instructions — with materials formulated to meet most rigid requirements of exacting furniture craftmasters. The present day demand for better finished jurniture is greater than ever before. We are prepared to help you fulfill that demand. Let our Finishing Laboratory assist you in solving your finishing problems. GRAND RAPIDS WOOD FINISHING COMPANY Grand Rapids, Michigan FlN€ FURNITURC the Homefurnishing Magazine from the Furniture Style Center of America VOLUME 2 1937 NUMBER 8 GEORGE F. MACKENZIE. President PHIL S. JOHNSON. General Manager ROD G. MACKENZIE, E d i t o r -AUGUST-The Boiling Wake 4 Page Nine 9 Confidence in Fall Business Keys Summer Markets, by Rod Mackenzie 10 Chinese Motifs Aid in Selling, by Phyllis Field Cooper. . . 13 The Sketch Book, by Frederick de la Mare 17 When We're "In On the Finish", by Ruth Mclnerney. . . . 18 Customer Control and How to Handle It, by Ralph Spangler 19 Courtesy Pays Dividends 22 Colonianna 23 Furniture Frolics, by Ray Barnes 25 PWA Projects Open New Markets 26 Of Screen Protectors, by Chet Shafer 27 Homefurnishing News 28 Published monthly by the Furniture Capital Publishing Co., 155 Ottawa Ave., N. W., Grand Rapids, Mich. Acceptance under the Act of June 5, 1934, authorized April 30, 1936. FINE FURNI-TURE copyright, 1936. Eastern office: R.K.O. Bid., 1270 Sixth Ave., Room 906, New York City, phone CIRcle 7-4339, S. M. Goldberg, representative. Chicago office: 307 N. Michigan Ave., phone CJENtral 0937-8, Bassler & Weed Co., representatives. Subscription rates: $2 per year in the United States and American Colonies; $3 in Canada and foreign countries; single copies, 20 cents. We appreciate your mentioning you saw this in FIXE FURNITURE f o r AUGUST, 1937 So are your customers! ESTEY'S new Eighteenth Century groups insure acceptance by your better clientele, because every requirement of style, construction and finish has been achieved, through improved production efficiency, thereby making possible superlative values at practically the same prices. DISPLAYED IN WATERS-KLINGMAN BUILDING ESTEY MANUFACTURING CO. OWOSSO MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE THE BOILING WAKE The Pleasure Is Ours I want to express my appreciation to you for the splendid article about me that ap-peared in the June issue of FIXE FURNITURE magazine. It is almost embarrassing to be so flattered and featured in one's own busi-ness circles. The whole thing comes at a very opportune time. F. E. H.. Hastings, Mich. A "We Are Six" Scores I read AVith much interest and enjoyment the article, "We Are Six." by Ruth Mclner-ney, which appeared in your June-July issue. I think the sales tips could very well be used in selling other lines of merchandise also, and am adding the article to my per-sonal file. This "Customer's Viewpoint" series is cer-tainly a good idea. Nothing quite like get-ting outside of your product and taking a good look. It is a bright spot in your very readable book. R. X., Chicago. We're Overcome To my way of thinking, the value of any publication, national magazine or trade journal, is in direct proportion to editorial content of that publication. Having just finished looking over carefully your June- July issue. I feel that it is outstanding in its interesting features and really packed with important helpful editorial matter. For this reason I feel it not only shows splendid progress, but that it is definitely outstanding in the monthly field. (3. A. \V., Grand Rapids. Are You Sure? Your new feature entitled ''What Do You Know?" is both interesting and educa-tional. It is also extremely aggravating, as many of the questions are actually easy, but under pressure of bearing down for the test we have lound that those of us who worked on it. missed out '.m several obvious answers. Keep it up. L. B. T.. Jackson, Mich. To the Deserving We are in receipt of your recent letter and wish to tender our thanks for your recom-mendation of our merchandise to the R. L. Stephens Department Store of Dublin, Ga. \\ e. quite naturally, feel that our mer-chandise is of superior quality and that dealers could do no better than to deal with us; but that you. who must have a rather vast store of information pertaining to all types of furniture, should care to recommend our product to inquiring dealers is extremely gratifying. We are sincerely appreciative and assure you we will justify your action by our service and good furniture. May we again thank you and assure you of our cooperation at all times. F. C. C, Chicago. 0 Quiz Scrapbook As a suggestion for salesmen's scrapbooks, we would like to offer this one, namely, that they keep the questions and answers of your •'What Do You Know?" feature. We hope you arc going to make this a regular one. M. X., Tulsa, Okla. Lighting Is Illuminating We found the article by Helen McKinky on using light to increase sales as most illuminating. (We didn't mean to become facetious!) More articles of this nature would be welcome, we are sure, and espe-cially when written by an authority such as Miss McKinlay. One of our problems has been the lightmg of our store windows, avoiding reflections, etc.. and we think articles along these lines would be greatly appreciated. R. A. S., Schenectady, N. Y. ENSATX Of the Grand Rapids Market A REAL PROMOTIONAL GROUP Our construction cannot be beat; solid mahogany frames, moss and hair-filled, springs tied eight ways, ' M I ' ' ' . • ' - - .-. 1 "'l i!' I . I K ' M I J . •>.! -:en platform • i ' ' i i i i •>." I . I i . 1 ^ ' . - . DISPLAY 6th FLOOR FINE ARTS BUILDING WRITE NOW FOR PHOTOGRAPHS AND PRICES J. BART UPHOLSTERY COMPANY, Inc. ^ GRAND RAPIDS MICHIGAN We appreciate your mentioning you saw tins in FIXE FURNITURE { o r A U G U S T . 1937 r ! Flexible space arrange-ments which are spa-cious, well-lighted, and concentrated. The club room illustrated is com-fortably and tastefully arranged and furnished. TRAFFIC IS HEAVIEST where the STRONG LINES SHOW in the WATERS-KLINGMAN BUILDING . . . EXHIBITORS . . . Allen Chair Co., West Concord, Mass - Third Floor, East Arcadia Furniture Co., Arcadia, Mich Fourth Floor, North Half Atlas Furniture Co., Jamestown, N. Y Fourth Floor, North Bechtold Bros. Upholstering Co., Grand Rapids, Mich. First Floor, North Half Bromberg Galleries, Birmingham, Ala Second Floor, North Half Brower Furniture Co., Grand Rapids, Mich Fifth Floor, East Half Brown Brothers Co., Gardner, Mass Third Floor, East Butler Mfg. Co., Syracuse, N. Y Fourth Floor, North Half Cochran Chair Co., Aurora, Ind First Floor, North Half Conant-Ball Company^ Gardner, Mass Fifth Floor, South Half Davies Furniture Co., Grand Rapids, Mich Sixth Floor, East De Boer Mfg. Co., Syracuse, N. Y First Floor, South Half Doezema Furn. Co., Grand Rapids, Mich., Second Floor, North Half Dutch Woodcraft Shops, Zeeland, Mich Sixth Floor, North Half Eagle-Ottawa Leather Co., Grand Haven, Mich. First Floor, South Half Estey Mfg. Co., Owosso, Mich First Floor, North Half Falcon Mfg. Co., Big Rapids, Mich Fifth Floor, South Half Ficks Reed Co., Cincinnati, Ohio -Third Floor, South Half Fine Arts Furniture Co., Grand Rapids, Mich. Second Floor, South Half Grand Ledge Chair Co., Grand Ledge, Mich. Fifth Floor, North Half G. R. Bedding Co., Grand Rapids, Mich Fourth Floor, South Half G. R. Lounge Co., Grand Rapids, Mich Fourth Floor, North Half G. R. Fancy Furniture Co., Grand Rapids, Mich. Fourth Floor, South Half Grand Rapids Furn. Co.. Grand Rapids, Mich Sixth Floor, North Grand Rapids Upholstering Co., Grand Rapids, Mich. Sixth Floor, South Half Hart Mirror Plate Co., Grand Rapids, Mich. Second Floor, South Half Hekman Furn. Co., Grand Rapids, Mich Third Floor, South Half Herrmann Lamps, Inc., Grand Rapids, Mich. Second Floor, South Half Holland Furniture Co., Holland, Mich Sixth Floor, North Half Iredell Sales Co., New York, N. Y Fourth Floor, North Half Jamestown Lounge Co., Jamestown, N. Y Third Floor, North Half Kozak Studios, Grand Rapids, Mich Second Floor, South Half Kuchins Furn. Mrg. Co., St. Louis, Mo Third Floor, South Half Lentz Table Company, Nashville, Mich Fifth Floor, South Half Loeblein, Inc., Kent, Ohio Second Floor, South Half Mahoney Chair Co., Gardner, Mass _ Third Floor, East Manistee Mfg. Co., Manistee, Mich Third Floor, South Half Mentzer Reed Co., Grand Rapids, Mich Fourth Floor, North Half Murray Furn. Co., Grand Rapids, Mich Sixth Floor, South Half National Chair Co., St. Louis, Mo Fourth Floor, North Half Nagel-Chase Mfg. Co., Chicago, 111 Fourth Floor, North Half F. A. Nichols Co., Gardner, Mass Fourth Floor, North Half O'Hearn Mfg. Co., Gardner, Mass Third Floor, South Half Piaget-Donnelly Co., Grand Rapids, Mich., Second Floor, North Half A. S. Payne, Inc., No. Bennington, Vt —Second Floor, East Rand-McNally & Co., Chicago, 111 Sixth Floor, South Half Red Lion Furn. Co., Red Lion, Pa Fourth Floor, North Half Red Lion Table Co., Red Lion, Pa Fourth Floor, North Half Rockford Chair & Furn. Co., Rockford, 111., Fifth Floor, North Half Rockford National Furn. Co., Rockford, 111 Second Floor, South Shaw Furniture Co., Charlotte, N. C Second Floor, South Half Skandia Furniture Co., Rockford, 111 Sixth Floor, South Half Sligh Company, Charles R., Holland, Mich., Fifth Floor, South Half Henry C. Steul & Sons, Inc., Buffalo, N. Y Fifth Floor, South Warsaw Furniture Mfg. Co., Warsaw, Ky., Fourth Floor, North Half West Michigan Furn. Co., Holland, Mich., Third Floor, North Half W. F. Whitney Co., So. Ashburnham, Mass. Fourth Floor, South Half Williams-Kimp Furniture Co., Grand Rapids, Mich. Fifth Floor, North Half Wolverine Upholstery Co., Grand Rapids, Mich. Fourth Floor, South Half Woodard Furniture Co., Owosso, Mich Second Floor, North Half « YOU'LL FIND IT IN— THE WATERS-KLINGMAN BUILDING" We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE English Occasional Table, No. 112, made in walnut, carved, walnut veneered top, retails at $26.40. PEERLESS for STYLE CONSTRUCTION FINISH SALABILITY are tables by Duncan Phyfe Lamp Table, No. 191-H24, is made in solid mahogany, with swirl mahogany top and rim and retails at $16. ROCKFORD PEERLESS FURNITURE COMPANY ROCKFORD, ILLINOIS v i / S >•>•>•I PERMANENT BEAUTY Presenting a complete line of occasional, office chairs, rockers, diners and chairs for the bedroom and hall that is unequaled in price and quality, the B. R. Smith Co. offers chairs that assure customer satisfaction. No-Sag spring construction, fine, dur-able fabrics, frames of Solid Walnut or Solid Mahog-any, insure beauty as well as comfort and solidity. 1708 Merchandise Mart — Chicago R. SMITH CHAIR COMPANY OWENSBORO ,NcoHPoRATEn KENTUCKY We appreciate your mentioning you saw this in FIXE FURNITURE , . - • " / , raft i - * ill FINE ARTS BUILDING Newest and Most Modern Exhibition Building in Grand Rapids Directly Across the Street from Pantlind Hotel YEAR ROUND EXPOSITIONS DAY OR NIGHT Your product shown in the FINE ARTS BUILDING, Grand Rapids, is on display in a "hotel" for merchandise. Constructed for furniture display, it is the only building in Grand Rapids devoted exclusively to furniture exhibits. Floor arrangement, lighting, ventilation and the highest type of general service is conducted in the interest of the furniture and housefurnishing exhibitors. Fine Arts operating F i n e A r t S Ufld Corporation r 6 Pantlind Exhibition Buildings liiiniiiniiin • • iiiiiiiiiiniiiiiipin We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE THE SIGN OF in FINISHING MATERIALS NEW FINISHES ECONOMY METHODS We appreciate your mentioning you saw this in FIXE FURNITURE f o r A U G U S T . 1 9 3 7 PAGE NINE MEMO To: Retailers of Furniture From: Editors of FINE FURNITURE Magazine Subject: Business during Fall and Winter, 1937 Because the Supreme Court packing bill is definitely dead as a dodo; because the strike situation is ameliorated to a great extent; because John L Lewis is being generally dis-credited by even his own organization; because of bumper crops; because a pent-up demand for new merchandise being held back temporarily by labor and governmental troubles is becoming swollen and is ready to break the walls of its dam . . . For these and many other reasons, FINE FURNITURE pre-dicts a surge of consumer demand that will test the resources of retailers and manufacturers to supply. Get set for it by making sure you can get plenty of new merchandise and get it quickly! ff AGAIN — "NAME THE WOODS" Any suggestion or request contributing to better and more nearly ethical practice within the furniture industry is worth serious consideration on the part of manufacturers. Especially so when it comes from retail associations honestly striving to elevate this profession of selling furniture. And so, the recent resolution by the retail furniture association of Columbus, O., that manufacturers "name the woods" on the pieces shown and sold must not be disregarded or laughed off. If it is practicable — if it can be done, then by all means it should be done, for merchants' organizations in other centers probably will repeat, sooner or later, the re-quest of these Ohio merchants. SATURATION BUGABOO ff Just how important is this "saturation point," anyhow? Figures prove that it is a much overrated bugaboo. Con-sider the lowly sadiron. One would generally assume that every home in the country would have an iron, and that's practically true. Market analysis shows that the saturation on electric irons is 93.2% of the wired homes in the coun-try. But what happened in 1936? Almost four million elec-tric irons were sold . . . the second largest and most profit-able iron year in history! There's a vast opportunity for alert retailers to get in on an almost certain boom in electric cookery this year and for many more to come. There were approximately 1,750,000 electric ranges in service the first of this year, yet the mar-ket is only 8% saturated. For the last several years electric-range sales have increased at a rate of more than 50% per year. A conservative estimate for 1937 range sales has been placed at 425,000 units . . . a potential market of $12,600,000 in which the furniture retailer not harassed by too unfavorable competitive conditions should be able to share. There's a vast market still existing for both major and small appliances. Whether it will break wide open this Fall or a bit later remains to be seen, but it might be a good idea for the furniture merchant to prepare for it NOW. MAJOR APPLIANCES? ff Though other pages bare the minds Of many men, the credit or The blame I'll bear for what one finds On this, Page Nine.—The Editor. and protracted headache, particularly on refrigerators, during the summer months. Generally, what promised to be a sen-sational increase in the sale of refrigerators was suddenly and rudely interrupted in May, improved a bit in June and again went into the doldrums during July. This, following a spurt of Spring selling when refrigerator volume almost doubled that of last year, was admittedly discouraging. Lack of public confidence in economic conditions and a renewed fear of unemployment are believed by many mer-chants to be reasons for the summer drop-off in sales, although the majority are convinced that the market for appliances is THERE. This was brought home to the retail-ing world very forcibly in June when new car registrations hit a new high. With Congress adjourned soon, and perhaps with some settlement of the Supreme Court fight in immediate pros-pect, it is entirely possible that Fall selling may come back with a surge. If so, you, as a retailer, are going to experience some brisk demand for the many new major appliances being daily pro-duced by ingenious manufacturers . . . and for appliances that are erroneously construed to be approaching their "saturation point," too. ff The Fall appliance season is just ahead. Many a retailer has his fingers crossed as he views the prospects for the mer-chandising of major electrics, having experienced a severe "That table you sent was made of green wood." 10 FINE FURNITUHE CONFIDENCE IN FALL BUSINESS KEYS By ROD MACKENZIE Editor. FINE FURNITURE FROM an actual buying standpoint in dollar volume, the summer market, just closed, failed to reach former peaks. In the matter of attendance, however, the various market centers reported that they were more than satisfied. As a matter of fact, the American Furniture Mart attendance record showed that the summer market drew more visitors through its doors than any previous one in the building's history, and the Grand Rapids Furniture Exposition Association expressed itself as gratified in many respects. Smaller Buyers • Although many of the large eastern and western representatives failed to put in an appear-ance, an encouraging feature was the increased number of buyers from the smaller stores throughout the coun-try. Quite naturally the large attendance was reflected in the number of orders placed, although individual sales were too small to boost the volume to new levels. Fall Optimism • The increased number of buyers representing smaller stores was taken as an indication that the long-awaited building program is now begin-ning to show signs of activity, having its effect on the homefurnishmg industry. Unanimous was the opinion of manufacturers, dealers and salesmen in predicting an unprecedented fall and winter business. Crops • Orders placed by representatives from the agricultural areas furnished a forecast for the status of the farm product situation. The highest prices in years are expected to be reaped from bumper crops which induced buyers from these trading areas to place orders with more confidence than their brothers from the industrial sections of the country. Volume • However, with the lifting of labor trouble clouds from the industrial horizon, plus gains in the Richard Wheelwright introduced new twin-full bed, at top of page. Georgian breakfront secretary. No. 443, by Warsaw Furniture Mfg. Co. W. F. Whitney Co., Inc., manufactured the Early American group at lower left. Winnebago Mfg. Co. made the solid mahogany, 18th Century English bedroom group, below. •X-^r'-J-.' • • * * • f o r A U G U S T , 1937 11 SUMMER MARKETS stock market, the closing of congress and the settle-ment of the Supreme Court controversy, increased volume is expected to swell the total inaugurated by the farmer-buyers. In fact several times the remark was heard .that it might be extremely difficult to secure merchandise during the latter part of 1937. Prices Up • Price advances remained generally un-changed since the spring market, although many manu-facturers placarded their spaces with signs indicating that prices would not be guaranteed beyond the mar-ket. Although recent labor agitation may have been responsible for small increases in production cost, other materials are reported to have eased off on price rising programs. Nevertheless, it is a pretty safe bet that furniture prices will be higher by December. Styles • Continuing to dominate the style scene was the element of elegance and increased refinement that made its renewed appearance a year ago. A^ore faith-ful adherence to period detail was noticeable in a majority of the 18th Century, English styles. Due undoubtedly to the fact that a preponderance of Chip-pendale and Georgian interpretations had made its appearance in recent markets the more delicate cre-ations of Hepplewhite showed increased strength. That controversial style known as Modern showed signs here and there of increased strength, although many manufacturers have completely abandoned mer-chandise of this character. Concerns that have estab-lished a reputation for the creation of Modern designs showed a desire to deviate from the severe contours, waterfall fronts and other familiar features that have had a tendency to defile this type of furniture. Victorian that entered the style scene with such a flourish two or three markets back continues its surge toward popular acceptance, but solely through the "Forest Hall" chair and Early American grouping by H. T. Cushman Mfg. Co., at top. Blond bar by Rock-Ola Mfg. Co. Mahogany Victorian chair and table created by Pullman Couch Co. Federal American bedroom group by American Furniture Co. 12 FINE FURNITURE medium of upholstered and occasional lines. Case goods manufacturers having spent considerable thought and energy in an attempt to keep abreast with the apparent desire for Gay Nineties furniture, showed signs of weakening and several prominent concerns have discontinued their groups. The blond that made such an auspicious debut two or three markets ago also appears to be joining the has-been ranks. An occasional high grade suite executed in exquisite fashion made its appearance, but on the whole, completely blond or bleached suites were noticeable by their absence. Frequently light and dark finished woods were combined in the same piece, or some color had been added, affording a warmth or honey-tone effect that modified the appearance of a strictly bleached wood. Federal and American Empire showed considerable progress but Colonial Maple, as ever, leads the tradi-tional American furniture forces. Stricter adherence to authentic motifs and details was evident in many Colo-nial interpretations. Finishes, of course, varied accord-ing to the whims of the respective manufacturers, but predominant was a new gray-brown finish. Noticeably absent was the old familiar red maple coloring. Dealer Helps • Of added interest were the numerous furniture dealer-help programs in the form of national advertising, mat and copy service for local use, direct mail pieces, etc. Manufacturers once more appear eager to assist the dealer in the distribution of their product, are anxious to cooperate in getting the story of their respective products across to the consuming public. Furniture Week • However, a financial summary of last fall's National Furniture Week promotional cam-paign brings to light a decided lack of interest and enthusiasm on the part of the manufacturer for this particular event, throws the burden of carrying the expense on the dealer. Retailers spent approximately $3,000,000 for news-paper advertising, radio programs and contributions to local cooperative efforts during the 1936 Week, while manufacturers anteed approximately $1,100 to help defray organization expenses. Such a disparity of fig-ures exhibits little interest on the part of the producer. Factory executives are reported to have approved of the plan, its purpose, the method in which it is han-dled. But they haven't said it with assisting funds. Comedian to Furniture REVERSING the formula of the redoubtable furnitureman-comedian Parkyourkarcas who went from furniture to theatrics, Jerry Lipman, salesmanager ex-traordinaire for the reorganized Charles P. Limbert Co., started life as a comedian and switched to furniture. Born in London, England (the year is a dark secret for unre-vealed reasons), and boasting no college education, Jerry's theat-rical conquest brought him eventually to America where he became associated with the early comic movies. Questioned for an excuse for deserting such a prom-ising career he slipped us into his confidence. "In those days I was a bit handsome and the ladies made such a fuss over me that my di-rectors complained about my work, and I was fired." This was all very interesting so we questioned further. "How did you get into the furniture business?" Related Lipman: "Preparatory to returning to London following my dismissal from the moving picture industry I met a friend in New York associated with the furniture business. 'Stick around,' he said, 'I'll help you get a job selling furniture.' That was 30- odd years ago —• I'm still at it. JERRY LIPMAN . . . the ladies made a fuss. Checking reports emanating from the Charles P. Limbert Co. space at the recent market, we find that Lipman as salesman-ager and creator of the new line is very much "still at the furni-ture business." In rebuilding a furniture line, directing its distribution, Lipman has chiseled out for himself a Herculean task. But judging from his past accomplishments nothing in the line of furniture creating, manufacturing or sell-ing is too tough for Lipman. His past experience includes the operation of factories in France, Belgium, Italy and Spain. He made and shipped some of the first Modern art fur-niture to be imported to this country 18 or 20 years ago. In addition, he has organized suc-cessful sales forces, but is espe-cially proud of the fact that he is a creator of successful furniture lines. Having traveled in every country in the world with the exception of China and Japan— why he missed these we failed to inquire—he has an international acquaintance. To meet the affa-ble Lipman and discuss furniture problems with him one readily discovers that there is nothing he would rather do than his present occupation. For one who has such a busy background it is natural to won-der what interests him particu-larly. In Jerry's case we discov-ered there were three elements of more than passing interest—wo-men, theatres, and baseball. Questioned regarding his choice of a public personage he replied with a twinkle in his eye that he played no favorites, but that he had great and enduring admira-tion for the man who laughs. f o r A U G U S T . 1 9 3 7 13 CHINESE MOTIFS AID IN SELLING by PHYLLIS FIELD COOPER rPHERE is scarcely any line of J. decorative merchandise that does not embrace to some extent the de-sign motifs of the Chinese. Since these motifs each bear a symbolic meaning intimately linked with China's early mythology and leg-endary heroes as well as her three religious (Confucianism, Taoism and Buddhism)—what interesting stor-ies every rug, wallpaper, upholstery, drapery, furniture, lamp, china and artwares salesman has to tell his customers! Chinese Influence • To know some-thing of the symbolism of Chinese design gives a salesman the oppor-tunity of "selling" an absorbing story along with his merchandise, which in turn, will place in the eyes of his customers, greater value upon that merchandise. It has been our personal experience that such infor-mation goes a long way toward "clinching" sales with the "shall I, or shall I not buy" type of vacillat-ing customer. It also provides sales-men with keener interest in the sell-ing of their merchandise, be it a Chinese rug, a cloisonne vase, a Chippendale side-chair with its fretted back and damask uphol-stered slipseat bearing the influence of Chinese design, or a Ming porce-lain lamp base of the 14th Century. In so short an article we can only touch upon this most interesting subject but there are worthwhile books to be read that deal with China and her arts, the names of which we will be glad to furnish our readers upon request. Motifs • Though the motifs in antique Chinese art are numerous, the following seven are the most often employed today: the Chinese Fret (often called the Greek Fret or Key), the Swastika, the Circle of Happiness, the Butterfly, the Drag-on, the Sh'ou, and the Bat. Other symbols used are: the Peacock, the Lion, the Phoenix, the Tortoise, the Sacred Urn, the Sword, the Gourd and many, many others. • PHYLLI5 • FIELD-COOPER-'193 7 A BAT MOTIF The Fret • (See No. 1 in sketch) is found more often in Chinese art than any other motif. The Swastika • A symbol of "good luck," has for centuries been a much used motif in art with many peoples in remote parts h ld I i d i d Chinese art motifs and their symbolic meaning can be means of furnishing most interesting "sales talks" and ideas for sales promotions. p of the world. Its name is derived from the Sanscrit (ancient sacred language of the Hindu) word "Svasti" meaning "good pretense." It has also been used by the ancient Greeks, Egyp-tians, Japanese, Chinese, East Indi-ans as well as by the Aztecs and our North and South American Indians as a "good luck" symbol (see No. 2. The Circle of Happiness • (Some-times referred to as the Wheel of Law), is usually represented by a perfect circle or sometimes an ovoid, within which are various Mongolian floral and animal motifs. Since Buddhism embraces reincarnation, it is supposed that when Buddha turns this wheel, a soul passes from one phase of life into another. Thus this wheel symbolizes "eternity." While speaking of circles, we might mention the one representing Yin and Yang, those dual cosmic forces that brought forth the man P'an Ku who shaped chaos into a world for mankind (see No. 3). Chinese mythology has it that the divine dragon, tortoise and phoenix aided P'an Ku in his colossal task. There is much more to this interest-ing story of how the world came to be, according to the early Chinese and it is exemplified in a great deal of their beautiful art work, both ancient and modern. The Butterfly ' Symbolizes "vanity" and is frequently associated with 14 FINE FURNITURE flowers and bats. The Peacock rep-resents "beauty." The Dragon • The Chinese symbol of "sovereignty" and "divinity" is the five-toed Dragon, formerly re-served for the use of the Imperial family and palaces, only. The man-darins were allowed the use of only the three-toed Dragon during the Imperial reign. It is a fabulous ani-mal, scaled like a crocodile, and is usually represented either holding or guarding (from the demons) a round object, the so-called "chin" or pearl of purity. The Shou • Of which there are more than one hundred forms, is a symbol of "prosperity" and is said to signify "Good Wishes of Longevi-ty." Of its many decorative forms, there are three most commonly seen in Chinese rugs, embroideries and porcelains (see No. 4). The Scarab • Or Beetle in Chinese art symbolizes as it does in Egyp-tian art, "creation — resurrection — new life," and is often simulated in these Shou motifs. The Bat • "Happiness" is symbol-ized by the Bat and if five of them appear together, they signify "health," "longevity," "riches," "love of virtue," and a "peaceful end." The Sacred Urn • The receptacle for the ashes of Buddhist priests, is is another motif (much used in rug designs), usually surrounded by a ribbon and other symbols equivalent in meaning to the halo of our Christian religion. The Lion • A fabulous and ferocious appearing animal acting as defender of the law and protector of all sacred Buddhist temples represents "strength," "power" and "author-ity," while the Phoenix, a fabulous bird, signifies "goodness," "benevo-lence," "a bride," and portends "good times" and "happy events." The Tomoye • Is a circular motif used by the Chinese as well as the Japanese and Koreans and repre-sents some ancient idea of elemental forces (see No. 5). The Sceptre • Represents the "Su-preme Deity of Heaven." Its head is a cloud and means "May all Good Wishes be Fulfilled." The Knot • Various formations of the Scroll are said to represent the "sun." Clouds and mountains bear traditional religious significance as does the Knot of Destiny (see No. 6), Bow Knot, Basket, Umbrella, Conch Shell, Canopy and the sacred Buddhistic emblem—the Lotus flower, meaning many descendants, as does also the Bee. The Deer • (Stands for "success," too), the Stork, the Turtle and the Tortoise stand for "longevity," the latter including "immortality," while the Peony signifies "wealth and official power." We would like to add many more symbols and their meanings to this list but limited space prevents us. Factoring—Its Function TT'ACTORING service to members -T of the furniture industry has not been used to any great extent. Not having had occasion nor opportunity to employ such a service—a prac-tice that has been in use for over a hundred years in other industries —there have been frequent ques-tions concerning its application. Most common of these refer to dealer reaction. Howard R. Sluyter, resident manager of the Iselin office in Grand Rapids, has the following to say regarding this vital factor. "It is completely wrong to assume that acceptance of factoring service creates any condition to which the dealer can take exception. On the contrary, the whole idea of the serv-ice is based on the known willing-ness of dealers who join forces with manufacturers in its general adop-tion. I am not speaking of furni-ture dealers specifically but of mer-chants in other lines of business. "When the furniture dealer—who is just as human, honest and intel-ligent as dealers in other lines— has been made familiar with factor-ing operations he will be equally cordial. Factoring could not have endured had this condition not been generally correct. "And why does the dealer accept it so cordially? Candidly, for selfish reasons! Logically, because he realizes—soon or later—that it holds many definite values for him as well as for the manufacturer. Broadly, because he is learning that factoring is looming large in the modern scheme of business economics. "A good dealer is a good business man, with the ability to realize the problems of the other fellow. He is fully conversant with the long-term sales conditions in the furniture in-dustry. He realizes that the furni-ture manufacturer's capitalization must be based on something more than its relation to manufacturing volume. He understands that these relatively large capitalizations result from setting up provisions to finance dealers in the form of long-term credits. And from this he truthfully reasons that the cost of this financ-ing— including its by-products of bad debts, collection costs, book-keeping, etc.—must be added to the cost of the merchandise. "Let the manufacturer be freed from this burden of finance, reasons the dealer, and right away that part of his capital long frozen by long-term credits is diverted to the more advantageous uses of manufacturing and selling, which will in turn bene-fit the dealer. He can buy more ad-vantageously; improve his line; de-velop his markets; render more sales cooperation to his dealers; ship more promptly, and be in posi-tion to cut economic corners in other ways. In all respects, a better manufacturer with whom to do business! "The dealer reasons along this line," explained Sluyter, "with the distinct knowledge that when the manufacturer accepts factoring serv-ice, he—the dealer—continues to re-ceive the customary credit terms that he has always enjoyed—nor is his relationship with the manufac-turer in any way disturbed. His own financial position is affected not one iota except to his possible advantage." Key to Merchandise Shown on Page 15 1 — Woodard Furniture Co., Owosso, Mich., patio group in wrought iron and glass, leather-seated chairs. 2 — Autumn-leai maple group, "Eastern Shore," replica of model found on east-ern shore of Maryland dating back to 1740, manufactured by H. T. Cushman Mfg. Co., No. Bennington, Vt. 3 — Louis XV chair and buffet No. 579, Circassian walnut, marquetry, solid walnut, by the Rockford Superior Furni-ture Co., Rockford, 111. 4 — Mahogany corner cabinet by Drexel Furniture Co., Drexel. N, C. 5 — 18th Century mahogany table and server No. 953, by Grand Rapids Chair Co, 6 — Leather covered chair. No. 3OIIV2, by Berkey & Gay Furniture Co. 7 — Statton Mfg. Co. grouping in Stat-ton House, Keeler BIdg., Grand Rapids. 8 — Blond dining room group by Tom-linson of High Point. f o r A U G U S T , 1937 15 frfl -i : 16 FINE FURNITURE 1 i! J .-' ~ —r" Z. £ v .v • I € 'r. J •...' ,-, r »• T H t ; ^ f o r A U G U S T . 1937 17 THE SKETCH BOCK . . . WINNER OF BRITISH DESIGN AWARD INTERPRETS MODERN MODERN furniture design has traveled many and devious routes since the Paris Exposition in 1925. Although this exposition cannot be given credit for supplying the stimulus to Modern design, it did furnish the spark for the Modern movement of the past ten years. What the current exposition will do, of course, still remains to be seen. From Australia comes our Sketch Book design for this month. Designer-artisan Frederick de la Mare, in his interpretation of a Modern sideboard, reaches back into the pages of 18th Century design. In so doing he indicates the trend current in America to escape from the boxy contour that has characterized much of the American Modern during the past few years. The use of curved shapes, the absence of solid bases and the application of low relief carving affords a pleasing deviation. His use of exotic woods such as Macassar Ebony, cross bandings of this wood and walnut, reverts back to American designers' efforts to achieve unusual effects through the use of colorful veneers. However, the application of Georgian motifs in the carving portrays the English ancestry of this Modern piece. For American consumption merchandise of this char-acter and size is not applicable as is proven by the recent efforts of American designers in scaling-down furniture that is more adaptable for our Modern small homes and apartments. man on the cover ROMANCE of far places is woven into F. W. de la Mare's prize-winning designs. Born in New Zealand April 8, 1904, he was educated in his na-tive land, attending Canterbury College, where swimming, foot-ball, and playing the piano were his favorite extra-curricular ac-tivities. In 1922 he started work at the cabinetmaker's bench in one of New Zealand's largest fur-niture factories. Three years later he became a designer for this factory. The exquisite beauty and artistry of his work brought him first prize in the Australasian competition held in Melbourne, Australia, two successive years; the next year he won the most coveted award for furniture de-sign in the British Empire — the Owen Jones medal. Out of 200 entries from all parts of the Em-pire, de la Mare's designs were unsurpassed. In 1927 de la Mare left New Zealand to go to England, where he continued his designing career at Waring & Gillow's, finding op- FREDERICK de la MARE . . . his interests are diversified and broad. portunity during those four years to visit France, Germany, and America. He returned to Aus-tralia via New Zealand in 1931 to fill his present position as ad-vertising manager and art direc-tor at Watson & Co., Sidney. Like most other men who have achieved, de la Mare pos-sesses a charming modesty and a winning personality. His favorite sport is swimming; his hobby, landscape painting in water color. His pet Scotch terrier is his com-panion during leisure hours. The diversity and breadth of his inter-ests are indicated by others of his favorites: chicken a la Maryland, corn fritters, "The Life of Louis Pasteur," Chopin, Eric Linklat-er's novels, Noel Coward's plays. In his opinion, "After the Thin Man" ranks highest among re-cent movies, and he greatly ad-mires the Duke of Windsor. His ambition is to have his own manufacturing concern. His counsel to those interested in learning his profession is to commence at the bench and ac-quire a thorough, practical knowl-edge on which to build a success-ful designing career. And who could be more competent to ad-vise than de la Mare, who, him-self, has followed that very course to recognition and honor in his chosen profession? 18 FINE FURNITURE WHEN WE'RE "IN ON THE FINISH" by RUTH McINERNEY OHE is one of your custmers and she was saying kJ with a glimmer of glee in her eye: "Junior had tipped over his cup of piping hot choco-late on the new dining room table. Ha, ha, ha. It was funny. Friend Husband, over-exuberant at our Sunday evening supper, upset a tall glass with a tall story. Did I worry about the alcohol cutting the polish to the quick? Not I. I giggled and poured him another. When guests set damp liqueur glasses on chair arms, it bothered me not. Pity • "Even when extra wet weather made other people's bureau drawers stick, then give suddenly, I felt free, easy, immensely superior. Yes, and I pitied other hostesses who knew that dignified guests would be sure to stick to varnished chairs. I felt light as an egg-nogg. "You see, my dealer had let me 'in on the finish'. I knew the bitter and the sweet ends about furniture finishes, and also about the beginning of a good finish. If you start with a good finish when you buy furni-ture, ou needn't worry about the end. You'll finish where you start — the furniture looks as good as the day you bought it. Knowledge • "My dealer had said, 'Madam, a good lacquer finish on a piece of furniture resists alcohol, hot dishes, acids, water, hot liquids. It seals the surface better and thus resists warping. A good synthetic var-nish will do the same. It dusts off easily — just wash quietly in soft soapsuds, rinse thoroughly, polish actively. And the gleam is still there. " 'Notice how all parts are coated with varnish, lac-quer, or shellac to protect against moisture, dryness, insects — inside as well as out, back as well as more evident parts. " 'While the durable is often beautiful, there are fine points besides. Henceforth, our store, instead of hand-ing down finish secrets from father to son, is handing them down from customer to customer. So, if you want a finish that conceals dust, fingermarks, scratches, dents, try the eggshell, satin or semi-gloss finishes. High gloss is like a mirror — reflecting the defects, actually doubling disfigurements. Lovely in the right environment, high gloss was not designed for animated family life. " 'And the grain of exquisite woods shows through clear as sky in summer air. As George Lamb says about mahogany: "the beauty of light and shadow that is the glory of mahogany and the despair of the imita-tion." Poor wood can't live in the rarefied air of a clear finish but must be obscured with thick, heavy stains and varnishes. Superiority • "The carving is clean and free of tool marks, smooth all over, in invisible as well as visible parts. There are no drip marks from the varnish. The furniture has had better preparation, better finishing, better cleaning up. And the hand-rubbed surface is something only skilled human muscles can produce with tireless, patient fingers. "'Why does this finish cost more than that? There are twenty to twenty-two operations in the finishing of a piece of well-finished furniture — about half this number in cheaper pieces. There is less sanding, fewer coats, cheaper materials that do not resist wear as well; there is less of that precious hand polishing, that skilled human element that shines through with the years as though part of the craftsman were embodied in the work. " 'It's with you in love and spirit every minute.' " Living room combining light and dark finishes — blond and darker mahogany. The tables are blond, other furniture, dark. The wall is a blond mahogany veneer. Dinette suite oi blond mahogany, satin finish—uphol-stered in black horsehair. Seen at New American Home, 11th and Michigan Ave.. Chicago. f o r A U G U S T , 1937 13 CUSTOMER CONTROL-AND HOW TO HANDLE IT By RALPH SPANGLER Sales Promotion Manager Harbour-Longmire Co., Oklahoma City Continuing his dissertation on the "Worth of Your Old Customers," Mr. Spangler this month presents a few suggestions on the handling of this important phase of store manage-ment. OXCE a customer is classified as a good prospect for more busi-ness, by some method, mark that card for receiving each general pro-motion mailing piece planned for customer lists. Some stores have periodic "Old Customer Nights" and frequent premium offers which pull a tremendous response. Other stores give their customers the advantage of special buys, courtesy days for sales events, etc. — offers that are not made to the general public. Try, as much as you can, to make them feel that there is an advan-tage in being a customer of your store. Next stage • in the Customer Con-trol Plan . . . is that in which an ac-count nears its final days. It is a distinct advantage to keep good ac-counts active. Once good customers get off your books they are any store's prey. AND IT COSTS YOU MUCH LESS TO SELL TO AN OLD CUSTOMER, THAN TO SELL A NEW CUSTOMER TO TAKE THE OLD ONE'S PLACE! Make a definite effort to sell addi-tional merchandise before the first account is paid out. Proper "NO PAYMENT DOWN" offers bring huge responses. Begin two or three months before the closing date. To those who do not respond to the first effort — mail a second letter a month later. Many stores use a series of three to four letters before they file this name for the last stage of the follow-up. Many stores, when the good ac-count is paid out, mail some sort of a preferred customer card—with a special letter. In the final stage • of Customer Control, "good paid-outs" deserve some sort of a selling effort regu-larly, for months to come. Most stores allow a "good-paid-out" name to remain in their files for two or three years, before finally giving up. All effort need not be made by mail. When the dull season comes, what better group of outside pros-pects could your salespeople call on than "good-paid-outs"? An alert clerk in charge of your Customer Control system can frequently en-list the assistance of the salesman in securing an "add-on" or a "reopen". Department stores frequently car-ry Customer Control through an-other stage than those just listed . . . that in which they endeavor to get the customer who trades in only one or two departments to trade in other departments. So much for the plan of Customer Control. Now for some ideas to go in the actual mailing pieces. Examples • Haverty's (Atlanta, Ga.) start one "Thank You" letter, signed by the Vice-President and Manager, with these words: I want to express my personal appre-ciation for the purchase you made at the store the other day, and welcome you as a new customer of the Haverty Furniture Company. North-Mehornay (Kansas City) in a letter by their president, for the same purpose, say: Personally it affords me real pleasure to welcome you as a new customer, and to acknowledge with my sincere thanks your recent purchase. Naturally, I am anxious to know if our service was pleasing, and if your transaction was satisfactory in every manner. If not, won't you please let me know? And about that same time another letter from the office manager, which started like this: Thanks very much for your nice order. We appreciate it greatly, and want you to feel free to consult with us at any time, whether buying or merely planning. Your first regular payment will be due July 1st. The amount—$15.00. If payment date arranged is not conven-ient, we shall be pleased to rearrange the date for you. We do not send no-tices before each payment. Many stores, which do not main-tain extensive Customer Control systems, send out double postcards, or reply cards, asking the customer to fill in the answers to such ques-tions as these: 1. Was our service satisfactory?. 2. Were the deliverymen careful?.... 3. Did they place your furniture where you wanted it? 4. Did salesman show interest? 5. Was credit department courte-ous ? 6. If you have a complaint, please write it here Another store, seeking to be sure there was no dissatisfaction lurking in the customer's mind, writes: It is the sincere desire of those of us who direct this institution, that each customer be so pleased with what they buy here, and with our service, that each time he or she needs anything for their home, they will think first of . We will appreciate the following infor-mation: 1. Did your purchase reach you on time ? 2. Was it delivered complete and in good order? 3. Comments Pre-Closing • When an account is 60% to 80% paid, it's high time to get busy. Haverty's (Atlanta) have a letter which says: The most important file we have is our list of good customers—friends of our store we are anxious to serve again in adding comfort to their home and enjoyment to their families. Of course, your name is in that file, and we want you to know that we would welcome any additional purchase 20 FINE FURNITURE of furniture which you want to make . . . etc. Another firm that is well within the big store class, has a pre-closing letter that reads like this: It may be of interest to you to know that your account, which has come un-der review by our Executive Committee, is one I personally prize very highly. Periodically, our Executive Commit-tee reviews our accounts and discusses our friends whose accounts have been satisfactory, that their good names may be added to our list of thousands of Preferred Customers," to whom we ex-tend very special credit privileges and service. I am particularly pleased to tell you that your name has ben selected and entered upon our list of "Preferred Customers" and to express our sincere thanks and appreciation for the highly satisfactory manner in which you have conducted your part of our mutual transaction. Your account has but a short time to run, and to you we offer the special privilege and decided advantage of mak-ing further purchases now, without any outlay of cash, no red tape, or any questions being asked . . . etc. (Signed by credit manager) A follow-up letter to be sent if they do not respond to the first car-ries this paragraph: Please remember—no cash necessary —your credit with us is established— no delay, no red tape—just choose any-thing you wish to the amount of your past purchase without any cash outlay —NO MONEY DOWN—buy any rea-sonable amount on the most convenient terms, paying later as best suits your convenience. Paid-Outs • Whose records are good, frequently receive some sort of courtesy cards, as the one pic-tured here from Peterson's (Chi-cago). With the Peterson card goes this letter: Our credit manager has been saying som awfully nice things about you. He tells me that you've made all your pay-ments right on the dot, and that your account is "absolutely O.K." To show you my appreciation for the prompt and courteous way in which you have met your obligation to us, I have obtained permission from Mr. Jurgen Peterson to send you the enclosed "President's Courtesy Card." For the next 30 days, this card enti-tles you to purchase anything in our store'up to $100, and pay'XO MONEY DOWN. Just come to the store, pick out what you want and have it charged to your account. No down payment whatever is necessary. Remember, this card is good for 30 davs onlv. and is not transferable . . . Another store tells the same story in different words: May we pay you a compliment? Every time a payment was due on your account, it reached us right on the dot. It is a mighty fine thing to say of anyone: ''He meets his obligations the minute they become due." To show our appreciation of your promptness and our faith in you, we are making what is, for this store, a very unusual offer, one you can be sure we would not care to broadcast indis-criminately. No doubt you plan to get more things for your home soon. You can select them now, WITH ABSOLUTELY NO PAYMENT DOWN, and divide the paying, much as you did before. May we suggest that you bring this letter when you come to select the furniture and that you show it to the man who waits on you when you figure the budget terms . . . for this privilege is extended only to those who have really earned it. This letter will identify you as one of that group. There is no end to the variety of wording that may be used. Many of these letters are combined with a paragraph on some current mer-chandising promotion (which may or may not be wise). The number of pre-closing letters, and the number of paid-out letters you use is a matter to be determined after a study of your individual problem. It is not difficult to check results on this type of advertising, and eventually, by the trial and error method, you can determine when it is most profitable to begin your campaign, and to close it. The story of "Old Customers' Nights," premium checks, and the circular type efforts that can be used effectively on your Preferred Cus-tomer and Good-Paid-Out lists, is subject matter enough for an article by itself. Qtf KEY TO MERCHANDISE SHOWN ON PAGE 21 1 — Bookcase No. 545, made by the AHegan Furniture Shops, AUegan, Mich., displayed in the Fine Arts Bldg. 2 — Chippendale davenport No. 344, by E. Wiener Co., Milwaukee, exhibited in the American Furniture Mart. 3 — Hall clock and leather chair manu-factured by Colonial Mfg. Co., Zeeland, Mich., displayed in the Keeler Bldg. 4 — Chair No. 57, made by the Wolver-ine Upholstery Co., Grand Rapids, dis-played in the Waters-Klingman Bldg. 5 — Room grouping in the new Statton Mfg. Co., house, displayed in the Keeler Bldg. 6 — Pie-crust table No. 5521, created by the Mersman Bros. Corp., Celina, Ohio, exhibited in the American Furniture Mart. 7 — Coffee table No. 440, by the Falcon Mfg. Co., Big Rapids, Mich., displayed in the Waters-Klingman Bldg. 8 — Tilt-top crotch mahogany table No. 1211, manufactured by Wood Products Corp., Grand Rapids, Mich., displayed the Keeler Bldg. 9 — French chair No. 1430, by the Schoonbeck Co., Grand Rapids, Mich., displayed in showrooms of the Imperial Furniture Co. 10 — Occasional table No. 2016, made by the Lentz Table Co., Nashville, Mich., displayed in the Waters-Klingman Bldg. 11 —Leather covered desk chair No. 879, by the Jasper Chair Co., Jasper, Ind. 12 — Bridge group No. 7159-7158, by the Ferguson Bros. Mfg. Co., Hoboken, N. J., displayed in the American Furniture Mart. 13 — Modern cocktail table No. 2065, manufactured by Michigan Artcraft Co., Sparta, Mich., displayed in the Keeler Bldg. 14 — Victorian chair No. 1954, made by the Charlotte Chair Co., Charlotte, Mich., displayed in the Fine Arts Bldg. 15 — Kneehole desk No. 703, by Kam-man Furniture, Inc., Philadelphia, Pa., displayed in the Keeler Bldg. l o r AUGUST, 1937 21 4 4 P V • * • • . • • 11 IO M&V >:• K, "' STC T.-. •••H 22 FINE FURNITURE COURTESY PAYS DIVIDENDS IN DOLLARS AND KNOWLEDGE rTlHE traveling salesman calls from time to time upon X the retail furniture proprietor or buyer for several reasons: First. He is employed by the manufacturer to find outlets for the manufacturer's products. Second. The salesman has to make a living for himself and naturally enjoys courteous treatment. Third. The traveling salesman is performing a real service for the retailer by coming to his place of busi-ness and by giving the business man an opportunity to buy without leaving his store or office, and to get posted on what's what. Salesman vs. Buyer • It is obvious that the traveling salesmen, then, is an important link in the chain which has its beginning in intelligent workmanship activities somewhere, and ends ultimately in the consuming public. Cooperation is a helpful factor. In a certain city which is well supplied with furni-ture stores, traveling salesmen find that they meet with altogether different treatment in two of the leading-furniture establishments. The owner of one of these stores we will call "Waterby" for the sake of identification. John Waterby inherited the business from his father and with it a good deal of money. If it weren't for that, it is a question whether he would be in the picture very long, although at the present time his stock is large and apparently he is fairly prosperous. Spurning Solicitation • The trouble with John Waterby is that he has earned—and well-earned—the dislike of nearly every traveling salesman who calls upon him. There are a good many who give his store a wide berth. Now as most of us know, a traveling salesman for furniture lines expects to average four or five calls a day. Some days he will make more and other days he will make less. His business is to bring to the attention of the dealer, seasonable and meritorious offerings of merchandise, and then to go on to the next prospect. "Be Seein' You" • When traveling salesmen call upon John Waterby, he is quite in the habit of saying, "I'll be busy for a short time, but if you'll have a seat, I'll see you as soon as I can." Then he'll go into his office and be occupied for some time, giving directions, open-ing his mail, checking up on certain affairs, perhaps going to different departments for some reason or other. The morning will roll away, and perhaps John Waterby will pass very near to one or more traveling sales people several times. Then as likely as not he will pause, pull out his watch and say, "I'll not be able to see you before lunch. Drop in after lunch and I'll try to be at liberty." Many and many a time the waiting salesmen are held up and given a very short, brusque interview late in the afternoon or just before closing time. Possibly all that interview will amount to will be something like this: "I'm afraid I'm not in need of anything from your line today. Perhaps I'll do business with you some other time." Indignation Rife • When the sales folks get together and compare notes on their treatment by John Water-by, they wax more and more indignant, and some of them have cut him out altogether, especially as he seems to be buying of houses selling low-priced and rather showy goods. Is it to be wondered at then, that these men whose time, as well as John Waterby's, means money, for the most part detest him? Traveling Educators • The other furniture man whom we will call "Richard Rugby," began, as it were, on a shoestring. His ambition was to build up a following of customers who would appreciate quality merchandise fairly priced. He was perfectly well aware at the first that he didn't know much about furniture buying or old or new furniture. He was wise enough to look upon each traveling salesman as some one from whom he could learn something. If one of these men came in during the morning and found him busy, he would stop long enough to extend a friendly greeting and to say frankly, "Now I'm going to be busy for the next hour and a half or two hours. If you have any other calls you want to make, go ahead, then come back and see me later and we'll decide what's what." The result of Richard Rugby's policy has been to make friends of the traveling salesmen. They like him personally. They know that they will always get a square deal. At first, his orders were of necessity small, but as business has increased and he has become estab-lished, his stock has become better and better balanced, and quality goods only are to be found on his floors. Courtesy Pays Off • Many a time a salesman has given him a helpful and money-making tip, such as, "The price on this line of mattresses is to be increased the first of next month. If you can handle a larger order now, you will be prepared to keep the price where it is and to get busmes which otherwise might go to competitors." Richard Rugby has built up a fine business among people of discrimination, and has featured the slogan: "Where Prices and Quality are Right." Cooperation • Richard Rugby finds that it isn't so hard to please people and to satisfy them at the time of the sale, but what really counts is keeping them satisfied and pleased as long as the furniture is in use. He has found also that the matter of price after a time is forgotten, but that quality and appreciation both tell their own story as time goes on. The customer who buys a certain expensive or very comfortable chair or studio couch today may not be in the market for one like it very soon, if ever. But having confidence in his dealer, he will return to him. And so Rugby has applied practices with his cus-tomers learned in his dealings with traveling salesmen. It certainly pays to be considerate of the traveling men who are in the field permanently and who can be depended upon to do their best for the retail dealers, who in their turn give them a good break. f o r A U G U S T , 1937 23 COLONIANNA— MERCHANDISING COLONIAL IN A COLONIAN COMMUNITY WALTER C. CROSS, native Virginian and for the past eight years active head of the J. S. Crawford Co., leading furniture dealers of Portsmouth, Va., came naturally by his interest in Colonial furniture, because of the fact that "Ole Virginny" once was the seat of Colonial culture and today is the repository of many priceless relics of the early days of the English Colonies. Whether his interest was strictly aesthetic at the start, or whether it had a strong basis of business acumen, matters little, but what is important is that he put his knowledge of Colonial furniture to a very practical use and is leading the way for other retailers to take advantage of the opportunity to build up a strong trade in authentic reproductions. Colonial Conscious • In Cross' opinion Colonial furniture has the advantage of an appeal that knows no seasons. Coupled with styles that have endured for three centuries with growing popularity, Cross consistently has plugged Colonial, is convinced that the results warrant all effort expended and expense incurred. Background • The Portsmouth furniture dealer is widely known in the trade because in addition to his more than 13 years' expe-rience in the retail end, he put in 17 years as the representative of leading furniture manu-facturers. In his experience of 31 years Cross had an opportunity to study the furniture trade from start to finish. He took full advan-tage of this background and as a result when he became active head of the Portsmouth concern seven years ago he brought with him valuable knowledge of sources of supply, personal acquaintance with manufacturers, plus a deep knowledge of what constitutes good furniture, what makes inferior furniture a liability to sell. Toward the close of the depression years, Cross canvassed the situation facing himself and all other retail furniture dealers. States Morton • "My observations convinced me that it would not be possible for my busi-ness to grow, or even to exist as it was, hold-ing its own, unless new business was created." Although knowledge of Colonials and an-tiques was general in his trade territory, Cross decided that more specific knowledge must Entrance to Colonial Galleries, J. S. Crawford Co., Portsmouth, Va., where a successful merchandising plan was developed for the promotion of Colonial furniture by Walter C. Cross, (center) president of the concern. Grouping (below) shows corner of interior of Galleries, illustrating typical merchandise. 24 FINE FURNITURE be given the public to arouse and maintain interest. Preparation • Despite his years of experience in the furniture field, he realized first off that he must equip himself so as to be a few jumps ahead of the customer and able to intelligently answer all questions. He spent many months in the win-ter of 1935 and the spring of 1936 adding to his already well stocked fund of Colonial design, becoming familiar with details of styles that mark different periods and those niceties of construction that mark the difference between the carelessly-manufactured, alleged Colonial re-productions, and the authentic copies. Historic public buildings, national shrines and even private homes in Virginia, North Carolina, the Dis-trict of Columbia and Maryland were visited by Cross during this period of personal preparation. He conferred with manufacturers, selecting authentic reproductions al-ready in production and encourag-ing the making of others. He as-sisted manufacturers in the impor-tant task of locating desirable pieces of genuine Colonial furniture to be reproduced. Finishing his personal training and completing the task of estab-lishing a dependable source of sup-ply, Cross established his "Colonial Galleries," where furniture is dis-played in appropriate surroundings. An entrance to the galleries was constructed in the store near the main entrance in the best Colonial design. In various rooms set aside for the purpose, splendid pieces of quality furniture faithfully copying the best items of the three periods of Colonial design, were displayed with the proper setting of rugs, lights and wall coverings. Showrooms Sell • Cross states that by displaying Colonial ensembles he has done a real favor to his cus-tomers, reducing their shopping task, making it possible for them to visualize how the pieces will look in their own homes, encouraging them to add to what pieces they now have. With all other arrangements com-plete. Cross turned his attention to the public. He sponsored several bus trips by parties of 30 ladies, wives of successful business and professional men, club leaders and SIMMONS CHOSEN HEAD OF MART R. M. Simmons, vice-president of the American Furniture Co., Mar-tinsville, Virginia, has been elected chairman of the board of governors of the American Furniture Mart of Chicago for the new year. Joseph Lane of Chattanooga is new vice-chairman. Simmons, long identified with the furniture manufacturing industry in this section, becomes head of the governing board of the firm oper-ating the American Furniture Mart building. FURNITURE MARKET DATES MIDSEASON MARKETS Grand Rapids November 1-6 Chicago November 1-6 BOSTON FALL FURNITURE SHOW Mechanics Building, Week of Aug. 30 women prominent m the trade area. The trips were to Williamsburg, where Rockefeller millions have re-stored the ancient capital to its for-mer beauty. There genuine Colo-nials were seen in natural settings and interest was aroused to a high pitch among the women of the community. Colonicmna • Climaxing all that had gone before, Cross invited the public to attend a formal opening of the Colonial Galleries. He im-ported speakers of acknowledged preeminence in the field of Colonials and antiquities. Visitors to the store on opening night were welcomed by young men and ladies in Colonial costume. There was music by a Negro string band and songs of the old South. Chief advantage of the entire pro-gram, Cross believes, is that it has definitely established in the public's mind that his store is the logical place to shop for authentic Colonials. One of many new Eighteenth Century bedroom suites introduced at Summer Market by John Widdicomb Co., Grand Rapids f o r A U G U S T , 1937 25 furniture frolics FURNITURE PESIGNER, GRANP A DESIGNING PENCIL WJTH A TOUCH OF KING MIDA5, SUCCESS WITH EVERY STROKE. A POPULAR. FELLOW, GOOD AH/ER, LOVER CF FUN AND WHAT HAVE YOU. A FASH'CN PLATE OF HAWKS EARL M. JOHUSON SEC- t-TdBAS. JOHNSON FURAl. CO-jOHA/ SON-WANPLEy-JDH/VSON AMP SAME. OFFICE WITH 6. R. FURN- MAK£RS G^"-P- PRODUCTION OPERATION, HIS SPEC/ALTy. SPORT ENTHUSIAST 'N SPITE OF ALL HIS ACHIEVEMENTS- A GRAND RAPIPS VARNI5H CORPORATION-A VERITABLE DYNAMO EITHER. AT WORK OR PLAY. FISHES, GOLFS, HUNTS, WV1LS, ETC. AUTHORITY ON FURNITURE FINISHES. POSSESSOR OF A HOST OF FRI£NP5 ANP A PERSONALITY THAT HOLDS THEM. JUST ANOTHER. yOUN6 BO1/ ON THE WAY UP ED6AR (Pxf) BENHZTT J.F 5ENNETT STUVIOS, TOLEPO, OHIO. A /MERCHANPISIN6 EXPERT/ AMALYST OF FURNITURE PCSI6N ANP STORE OPERATION. HAS A FANCY FLARE FOR-. WRITING F-URNlTURe ARTICLES. A KEEN KNOWLEDGE Of THE FURNITURE (SAME &ACKED UP BY A SPLENPIP REQU1SITE-THE FLAVOR-Of A DECIDED HUMOROUS TWIST FINE FURNITURE PWA PROJECTS CREATE MARKETS •"THOUSANDS of families, in the X past denied all luxuries and many of the bare necessities of life, are now moving into the spic and span slum-clearance projects built by the Public Works Administration in 36 cities. A number of these big housing communities have been completed and families are living in projects in Atlanta, Miami, Mont-gomery, Ala., and Atlantic City. Tenants for many more are now be-ing selected. There are 51 of the big developments in the national program of PWA, which will accom-modate close to 100,000 persons. Most of these families moving into these low-rent and slum-clear-ance projects will have the advan-tage of "middle class" living condi-tions, including well-lighted and heated quarters that are clean, eco-nomical, and comfortable. These families will also become acquaint-ed, for the first time, with such con-veniences as health-giving super-vised playgrounds for their children, food and money-saving electric re-frigerators, actual adequate phys-ical space for decent and wholesome living, and other conveniences to raise their standard of living. As many of these projects near completion they are arousing inter-est, not only among the prospective tenants and inhabitants of the com-munities in which they are located, 19 E 1.467 0 1.853 jQ 660 f ] • IILWAUKEE.W1S 0ETBOIT, MICH CLEVELAND O BUFFALO NY / " U IENECTADY,NY 1.022 0 'BOSTON, MA5S ,47 0 STAMFORD, CONN 2.124- B NEW YORK N V CAMDEN.N J 278 0 ATLANTIC CITY N J 259 0 275 WASHI* 122 COLUM 214 aJGTON D C RBIA.S C 0 Showing where 16,697 electric refrigerators will be installed, and how many families will benefit by them. This government purchase was the largest order ever recorded in the history of refrigeration, and is indicative of the seriousness with which Uncle Sam is entering and considering the housing question. but among the members of the ar-chitects, builders, contractors, and would-be homeowners. With the domestic building program going far ahead of previous years these low-rent and slum-clearance houses have come in for a lion's share of atten-tion, as they incorporate many new and interesting features of building and housing. One of the outstanding contribu-tions to better living in these PWA projects has been the installation of planned kitchens, with electric re-frigerators. The government pur-chased 16,697 electric refrigerators from one manufacturer to install in these dwellings, and already several hundred of these units have been sent to the various projects and in-stalled, ready for the new tenants. Electric refrigeration was supplied to these dwellings, not as a luxury in any sense of the word, but because this method of food preservation was more economical, convenient, and healthful than any other means known. TRAILS NEW SALES WITH TRAILER IN an effort to increase business, Hummel's Furniture store, Potts-ville, Pa., has organized a home service division to sell refrigerators, ranges, radios, washers, vacuum cleaners and other electrical appli-ances throughout their trade area. Salesmen in this division work outside the store, in order to take their products closer to the prospect, use a commercial trailer coach. 0. Lee Hummel, store official, is enthusiastic over the new service that the trailer enables the store to provide. When the trailer was first placed in service, newspaper adver-tising told readers to watch for the coach in their neighborhood. The city was invited to examine its spa-cious interior, which was fitted with the newest things in electrical appli-ances. A gleaming white refriger-ator, a simplified and thrifty elec-tric range, a new washing machine, and vacuum cleaners were included in the trailer display, as well as sev-eral radios. All that it was neces-sary for citizens of Pottsville to do, if they cared to examine the trailer, was to telephone the store or write and the coach would call at their door with its experienced operators ready to show the superior features of 1937 electrical appliances in the trailer. "Unquestionably," Mr. Hummel said, "taking merchandise directly to the prospects frequently closes many sales it would be impossible to make with catalogs and pictures." f o r A U G U S T . 1937 27 OF SCREEN PROTECTORS by CHET SHAFER Three Rivers, Mich., July 22. (Spe-cial dispatch to FINE FURNITURE) — Just the other day I started to go down to interview Roody Culver again—down at his Undertaking & Embalming Parlors. And I was about halfway down there when I suddenly remembered that we got into quite a mix-up about Roody last year—just about this same time. I was trying to think just how that untoward incident came out—prob-ably a Red Letter Day for the City News Bureau—when I ran into Al GREENSIDES. You don't know Al from Adam's Off Ox, which, I have learned since, was named Adolph. But Al works for Uncle Chancey Orton, who lives in the big brick house down on the Anglin' Road. And Al gave me an idea which I think will be of inter-est to your readers. AI's Idea • Al said he and Aunt Addie —• (that's Uncle Chancey's wife — she was a Barton)—were rummaging around in a cupboard the other day and they came across some screen protectors for roasts and side dishes at the dinner table. He said the protectors were in various sizes, and were covered with wire screening—and had handles on them—so they could be set over the steaming dishes during fly-time. "Mighty handy, they were," com-mented Al. I told Al I couldn't remember of my folks ever using any such con-traptions. Said I: Society Screens • "We just fought off th' flies — an' when th' meal was over my Mother spread out mos-quito- nettin' t' cover ever'thing — peaked up by the castor with th' vinegar cruet." Fly-time Boon • Then I told Al I was out watching Clive Rockwell out in the Knobs west of town do his milking the other day and I thought maybe somebody could in-vent a screen protector big enough to set over a cow—during fly-time—• which is pretty much 24 hours a day on a farm. But Al came back and said the thing to do was to try and endow a cow with some of the attributes of a pug-dog—so it would have about V/i to Z'l/i spiral turns to its tail— and then it would not switch the milker in the face. So—that's what I'm trying to explain to you, Mr. Mackenzie — and that's that it might pay some-body to either start making screen set-overs for dining room tables— or else screen set-overs for cows. And any retailer who'll display a line like Al says is down at Uncle Chancey & Aunt Addie Orton's, will be conferring a priceless boon on humanity. And you'll agree with me that what humanity needs today is more priceless boons — especially in fly-time. yrs (sgd) Chet Shafer. The One-Time Wolf of Wall Street. In reproducing this unusual selection of fine 18th Century pieces, LENTZ offers the dealers of America a type of merchandise that is admirably suited for promotional purposes. The individual pieces are exquisitely executed and have been carefully selected from the most authentic sources. The name LENTZ guarantees the most discriminating customer accurate English adaptations. Two finishes — the Old World and LENTZ — insure lasting beauty LENTZ TABLE COMPANY NASHVILLE MICHIGAN L ^ ^ ... . . . . . . We appreciate your mentioning you saw this in FINE FURNITURE 28 FINE FURNITURE HOME FURNISHING NEWS Eagle-Ottawa Exhibits More than $11,000 worth of leather and leather merchandise was exhibited recently by the Eagle-Ottawa Leather Co. in col-laboration with manufacturers of leather products, at the Hatton Recreational Hall in Grand Haven. Particularly interesting to the thousands of visitors were the leather fitments, cos-tumes and equipment used by prominent screen stars in recent movie productions. Among the most notable was Cardinal Richelieu's saddle, a leather belt and dagger sheath worn by one of the Mauch twins in "The Prince and the Pauper," Charles Laughton's whip used in "Mutiny on the Bounty," leather articles from "The Garden of Allah," and a number of popular "Westerns." More than 300 leather hides of different grains, grades and colors, a descriptive out-line of the manufacturing processes, an enormous stack of tanbark, presented a com-prehensive picture of the leather industry. A world map aided in visualizing the dozens of foreign countries to which Eagle-Ottawa leathers are shipped. Commercial products exhibited included shoes, furniture, luggage, sporting goods, bus seats, desk accessories and wearing apparel. Object of the exhibition was to acquaint employes of the company with the diversity of finished articles that they help to manu-facture in Eagle-Ottawa plants. Angle Elected by Carrom Co. James L. Angle has been elected to the board of directors, as vice-president in charge of production, of the Carrom Co. of Ludington, Mich. The firm, long known for its line of game boards, card tables and chairs, and other game room equipment, presented a new line of period designs in card tables and chairs with a new type con-cealed hardware at the July market in the American Furniture Mart. They also showed for the first time a most complete baseball game combined with the Carrom and Crokinole board. Business Scenes "Behind the Scenes of Business," by analyst Roy A. Foulke. Dun and Bradstreet, is a comprehensive study of 47,980 balance sheets taken over a period of the past five years, containing 60 sets of important bal-ance sheets and operating ratios among manufacturers, wholesalers and retailers as against 54 lines covered in the previous edi-tion. Widely applied in business, the tables have also been introduced m economic classes in leading American colleges and universities. The effects of age and over-expansion in business enterprises, the need for a personal "conscience" in the management of larger corporations, are included in new chapters in the current edition. Says Foulke: "Xo individual can antici-pate trends of the next year or next decade by the evidence now in hand. The best antidote for business conjecture is hard work." Substantiating this statement the author points to a group of companies who made money every year of the depression while concerns in similar lines were involved in serious losses or failures. ELECTRIFIED KITCHEN TREND GROWS Information received from fifty-three utility companies represent-ing all sections of the United States shows that a total of 25,647 home kitchens were modernized electrically by customers of these companies during 1936, the National Kitchen Modernizing Bureau reports. Of these kitchens, 15,784 were electrified by the installation or range and refrigerator, while in 9,863 other kitchens, electric water heaters were installed in addition to the electric ranges and refrigerators. All-electric kitchens open for inspection by the public played an important part in achieving this result. A total of 370 such kitchens were reported in the areas served by the 53 compa-nies, or an average of seven kitchens per company. CLASSIFIED ADS FOB SALE • Complete furniture plant equipped with woodworking tools, spray booths and all accessories necessary for the manufacture of furniture. Plant switch con-nected with two railroads. Overnight truck service to points in Illinois, Indiana and Ohio. Free light, water and city taxes for five years. Box 145, FINE FURNITURE, Grand Rapids, Mich. Do you have calls for unusual fur-niture? Are you looking for sales-men, wholesale or retail? FINE FURNITURE'S classified ads bring results. WLKIMERLY — STUDIO — WATERS-KLINGMAW BLQ, MAILING LISTS POLKS GET OUR FREE REFERENCE BOOKMUC MAILING | LIST CATALOG Gives counts and prices on accurate guaranteed mailing lists of all classes of business enter-prises in the U. S. Wholesalers—Retailers- Manufacturers by classification and state. Also hundreds of selections of individuals such as professional men, auto owners, income lists, etc. Write today for your copy R.L.POLK&CO. Polk BIdg.—Detroit, Mich. Branches in Principal Cities World's Largest City Directory Publishers Mailing List Compilers. Business Statis-tics. Producers ot Direct Mail Advertising. STORAGE MOVING Packing Shipping Phone 9-3293 • BLODGETT PACKING & STORAGE CO. f o r AUGUST. 1937 29 TALBERT LUMBER & VENEER CO SARDINIA, OHIO Manufacturers of WALNUT AND QUARTERED OAK VENEERS WALNUT AND QUARTERED OAK LUMBER HIGH GRADE WALNUT LUMBER AND VENEERS We specialize and have our Own Band Mills HIGH GRADE QUARTERED OAK LUMBER AND VENEERS NOT NEW—BUT NEWS! There's nothing "new" about Moleather. It's still the same eye-catching, long-wearing, leather-like fabric it al-ways was. It still offers a wider range of fast, uniform colors and the added advantages that make such good dealer selling points. What's NEWS about it is that every furniture manufacturer who ever tried it, still uses it—most of them in ever-increasing quantities. May we send YOU details and swatch book? ASHER & RORETZ, Inc. COATED TEXTILES Dept. C, 900 Broadway New York, N. Y. KCV6D TO voLume Poster beds by Patton-McCray are admirably suited to constant use and profitable promotion — can be used frequently as attractive leaders. Yet they are fine merchandise, sturdily built by master craftsmen. Your customers, as well as your store, are fully protected by our well-known policy of "Satisfaction Guaranteed." No. 372 Poster Bed $21.70 each packed two in a crate PfiTTon-fllcCRflv Compflnv Bluffton, Indiana We appreciate your mentioning you saw this in FINE FURNITURE 30 FINE FURNITURE Available wm~ A FEW CHOICE FRANCHISES One of the world's leading typewriter manufacturers has a few choice fran-chises available. THE LINE in question has been strong-ly advertised both nationally and locally for many years. It appeals to every price class. It is a wonderful account opener. WIDE PROFIT-MARGIN is offered. Granted you have a conveniently locat-ed store and a record as a successful merchandiser, you will make money handling this line. If interested, write at once—no obligation. Let us show you what many other stores in your line have done. Address Box F. F. 7, FINE FURNITURE, 155 Ottawa Ave., N. W., Grand Rapids, Mich. ADVERTISERS' INDEX Asher & Boretz, Inc 29 Bart Upholstery Co., 1 4 Blodgett Packing & Storage Co 28 Buyer's Guide 30 Estey Mfg. Co 3 Fine Arts Building 7 Grand Rapids Furniture Exposition Assn 1 Grand Rapids Varnish Corp 8 Grand Rapids Wood Finishing Co 2 Iselin Co., William 31 Irwin Co., Robert W Back cover Kimerly, W. L 28 Lentz Table Co 27 Lynch Sales Co., Joseph P 32 Lyon Furniture Mercantile Agency 30 Patton-McCray Co 29 Perkins Glue Co 31 Polk Co., R. L 28 Resinous Products & Chemical Co 31 Rockford Peerless Furniture Co 6 Smith Chair Co., B. R 6 Talbert Lumber & Veneer Co 29 Waters-Klingman Building 5 Weiman Company Inside back cover Widdicomb Co., John Inside front cover Credits and, (g/lecfiom LYON LYON URtJnURf MERCANTILE AGENCY S 3 ARTHUR S. LYON, General Manager Est. 1876—Publishers of LYOTS-RED BOOK The nationally recognized CREDIT AND COLLECTION AGENCY of the FURNITURE INDUSTRY and trades kindred—Carpet—Upholstering—Baby Carriage — Refrigerator — Stove — Housef urnishing and Undertaking BOOK OF RATINGS—CREDIT REPORTS COLLECTIONS N.w York, N. Y.. Boston, Mas*. Philadelphia, Pa... Cincinnati. Ohio.... Chicago, Ill Grand Rapids, Mich... High Point, N. C Loa Angelas, Cal. OFFICES 185 Madi.on AT.. —North Station Industrial Building 12 South 12th St. , 6 E, Fourth St. .201 North Walls Street ...Association %i Commere* BIdg. Wachovia Bank Bldg. 12th St. at Broadway I I JANUARY 1937 REVISION NOW READY of the BUYER'S GUIDE For Twenty Years the ONLY Com-plete and Authentic Reference Guide in the Furniture Industry with listings of all Furniture, Bedding and Uphol-stery Manufacturers . . . Established Trade Circulation . . . A limited number ONLY of sale copies available . . . Forwarded upon receipt of $3.00 and returnable with refund if not suited to your needs. THE NATIONAL RETAIL FURNITURE AGENCY 314 Anderson Building, Grand Rapids, Michigan We appreciate your mentioning you saw this in FINE FURNITURE f o r A U G U S T , 1 9 3 7 31 Tutnltute Manu-kactu.te.ii Vo A/ot A/eed EXTRA-CAPITAL • What many of them DO need is the more advan-tageous use of their present capital. • Too much is tied up in financing. Too little left free for manufacturing and selling. • Giving long-term credits may be traditionally cor-rect. But, from the viewpoint of modern economic practice, it is WRONG. And quite unnecessary. • Doing business for spot cash will release—for diversion to more productive purposes — that part of your capital now frozen by finance. • You CAN do business this way by Factoring your sales. You get your money at once; dealers get the customary long-term credits. You have no credit losses and no collection costs. • Factoring Service — long and favorably known in certain branches of the furniture industry — is now extended on a broad basis to manufacturers by a company in business for 129 years. Write or wire for particulars or arrange for an interview. - 7a dot6- 357 FOURTH AVENUE NEW YORK CITY GRAND RAPIDS, MICHIGAN TRUST BUILDING HOWARD R. SLUYTER, Resident Manager Why Stumble or Hold Your Breath hoping for good results, when there's a smooth road, with freedom of mind, that will give you glued-up constructions that are a pleasure for everyone? We prefer to show you how good we can glue up YOUR constructions, the money we can save you, plus the addi-tion of the requirements you would like rather than taking your time in telling how BIG we are and how BIG the other fellow is we sold last week. We are sure we can please you "tickle" your Cash Register. and know PERKINS GLUE COMPANY Originators and Manufacturers of Vegetable and Coldide Glues Manufacturers of Casein Glue LANSDALE, PENNA., U.S.A. TEGO-BONDING FULFILLS A REPUTATION PLYWOOD bonded with Tego film has now been long established as a mate-rial in a class by itself. It is not simply "resin-bonded" or "hot-plate plywood": it is the product of an efficient production method based on the resin film adhesive specifically de-signed for it. In demanding Tego plywood, the mar-ket expects performance otherwise unobtainable. For it carries the repu-tation created by millions of square feet produced monthly for scores of uses from coast to coast. It also carries the reputation of the maker of Tego Resin Film, a pioneer in the entire broad field of synthetic resins. Tego Resin Film is manufactured by The Resinous Products and Chemical Company, Inc., Philadelphia, Pa. RESINOUS PRODUCTS We appreciate your mentioning you saw this in FINE FURNITURE 32 FINE FURNITURE IMPROVED BUSINESS AND PROFITS Through Ethical Sales Events In Your Store The Joseph P. Lynch plan of success-fully merchandising furniture and housefurnishings merits your very careful consideration, for the follow-ing reasons: JOSEPH P. LYNCH . . . president of the Joseph P. Lynch Sales Company, who personally supervises all sales plans of his successful sales company. I You will convert merchandise into cash, with a satisfactory • margin of profit, more quickly than by any other method. 2 At the same time that you are reducing inventories and build- • ing up your cash balances you will be increasing the popu-larity and prestige of your store in your community. 3 Your sales-people will receive training in merchandising • through association with the Joseph P. Lynch experts that will be of inestimable value to you in the months and years following your sale. 4 You will be dealing with an organization that has been • successfully conducting sales of retail furniture and house-furnishing stocks for over a quarter of a century for many of the leading stores in the United States and Canada. A letter will bring uncontrovertible proof of the success of these sales events. 5 There are no reactions after a Joseph P. Lynch sale. There is • an increasing daily sales improvement as compared to the previous year. Such a sale has a vitalizing effect on your entire store personnel and is equivalent to a course in merchandising for your entire sales organization. When you attend the Grand Rapids Winter Show you are cordially invited to visit the Joseph P. Lynch Sales Company offices and discuss your merchandising problems with our Mr. Joseph P. Lynch. If you will state your problems fully and frankly he will give you his best judg-ment and advice without any obligation on your part. JOSEPH P. LYNCH SALES COMPANY General Office 148-154 Louis Street Grand Rapids, Michigan We appreciate your mentioning you saw this in FINE FURNITURE

Date Created:

1937-08-01T00:00:00Z

Data Provider:

Grand Rapids Public Library (Grand Rapids, Mich.)

Collection:

2:7

Subject Topic:

Periodicals and Furniture Industry

Language:

English

Rights:

© Grand Rapids Public Library. All Rights Reserved.

URL:

http://cdm16055.contentdm.oclc.org/cdm/ref/collection/p16055coll20/id/7