Fine Furniture; 1937-01

Notes:

Issue of a furniture trade magazine published in Grand Rapids, Mich. It began publication in 1936. and MAGAZINE MRS. MONABELLE L. KERR A product well displayed is half Two dollars a year 20 cents a copy JANUARY • 1937 Grand Rapids, M i c h i g a n SICA.VELI Prospects of a good selling year look bright indeed. And you can make them even brighter —by covering a large percentage of your 1937 line of furniture with the 1937 fabrics that bear the Ca-Vel label. You naturally expect to find a few innovations among these smart new fabrics. You'll find much more than that! You'll find an array of new colors, new textures, new weaves that present a whole new world of decorative possibilities for all types of furniture—modern, semi-modern, and conventional. The swatches pictured here afford only the merest indication of the infinite variety available. Enter your selling season well equipped for a prosperous year —with furniture covered in the 1937 Ca-Vel fabrics that possess the triple sales appeal of smart style, wide variety, and popular price. COLLINS & AIKMAN CORPORATION 200 Madison Avenue, New York, N. Y. Merchandise Mart, Chicago, 111. Wc.v.-cr* of Ci Yd All Mohair Fabrics Gti. SEE THE CA-VEL EXHIBIT AT THE MID-WINTER MARKET CA-VEL No. 175 Bedroom Suite THE development of this Federal American Bedroom suite resulted from the outstanding success achieved by the matching dining room group. The Federal American Bedroom grouping illustrated is a very worthy contemporary of the Dining Room group that preceded it. Many of the pieces are exact replicas of treasured antiques from the historic homes of old Virginia, when that state stood first in culture and gracious hospitality. Made of all Cuban Mahogany, the ensemble is unusually flexible, containing in all fourteen pieces, with a choice of poster or panel beds in full or twin size, dresser, vanity, dressing table, chest, chair, night stand, bench, and a choice of mirrors. Many other dining room and bedroom groups in a great variety of woods and finishes, as low in price as any dealer dare sell -who expects today's sales to build tomorrow's reputa-tion for dependable furniture and honest values. Several units of the Federal American groups were selected by House & Garden magazine for use in their "Ideal House." On the January market, we offer our 1937 ensemble, the Charleston group comprised of 18 correlative pieces. A bedroom ensemble in which the true American spirit has been expressed, the originals of which are cherished possessions of descendants of America's greatest. THIS IS FINE FURNITURE OF THE YESTERDAYS, TODAY, AND TOMORROW GRAND RAPIDS CHAIR COMPANY Showrooms at the factory only — Take any Yellow Cab We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE No. 1282 vChair STYLED— TAILORED Exclusive patterns and colors in wide range of weaves and fabrics are offered in our in-creased line of sofas, love seats and chairs. Style-tailored, care-fully constructed, the Wolverine living room groups are repro-duced from the best in historic and modern designs. Set in a profitable price range, they insure dealer appreciation and customer acceptance. DISPLAYED IN WATERS-KLINGMAN BLDG. WOLVERINE UPHOLSTERY CO. GRAND RAPIDS MICHIGAN FlN€ FURNITUR€ the Homefurnishing Magazine from the Furniture Style Center of America VOLUME 2 1937 NUMBER 1 GEORGE F. MACKENZIE, President PHIL S. JOHNSON, General Manager ROD G. MACKENZIE, E d i t o r VIRGINIA R. ULRICH, A s s o c i a t e JANUARY-Boiling Wake Page Nine Summer Swings In Merchandise Illustrations. . . 4 9 10 .11 and 27 What Is Interior Decoration? by Phyllis Field Cooper.... 12 Furniture Credit Bureau 14 Furniture Frolics, by Ray Barnes 15 Sales Promotion and Advertising, by Ralph Spangler ... 16 Buying for Buyers 19 Women in Furniture, by Virginia R. Ulrich 20 The Sketch Book, Count Alexis de Sakhnoffsky 22 Retailing Tips 24 Shafer 26 Homefurnishing News and Reviews 28 Journey's End 32 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. Bldg., New York City, phone Murray Hill 23909, S. M. Goldberg, representative. Chicago office: 307 X. Michigan Avc, phone CEXtral 0937-8, Basslcr & 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. for JANUARY. 1937 SALES SATISFACTION Proven popular by the great number of re-orders from dealers, this modernistic porcelain-topped breakfast set, featured exclusively with Tepco tops and Cooper Marvel easy slide leaves, is an outstanding number of the Lewisburg Chair Co. We invite you to inspect the most popularly priced porcelain break-fast suite in the market at our permanent exhibits in the New York Furniture Exchange and at the American Furniture Mart. The new Marvel slide prevents injury to hands, it is not necessary to lift the top, table leaf slides easily and there are no springs to get out of order. DISPLAYED IN AMERICAN FURNITURE MART LEWISBURG CHAIR CO BRIDGEPORT • CONN. We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE THE BOILING WAKE Praise from a Pioneer Forty years ago I bought my first furni-ture in Grand Rapids in the form of a com-bination writing desk, paying for it on the installment plan. Since then I have been on many trails in settling up new countries and I always notice that I find some Grand Rapids furniture with their stamp on the back. The general talk among people is that it is well seasoned before being used, there being none warped or out of shape. Settlers coming here from New York, Iowa, Dakota, Kentucky, even far away as Cali-fornia, have Grand Rapids furniture . . . I would suggest that each piece should have a small silver plated plate placed on it — as to the firm's name, it could be placed so that it would be an ornament which would advertise in a silent way, "Grand Rapids Furniture." Now that the duty is off, or lowered, the companies can invade the markets here more than before, especially the large cen-ters where no matter how times are the newlyweds and wealthy buy as their -wish calls for it . . . Furniture is sold here on time and seldom is it taken back . . . I'm the same age as Henry Ford and played, as boys, together. He's where he is and so am I — a government pensioner. M. O. R., Sunny-Nook, Alberta, Can. 1> FF a Fine Friend I want to thank you for the publicity given my 75th birthday anniversary in the December issue. You certainly put it over and I am proud to know that I have so many fine friends. C. E., Manistee, Mich. Consumer Publication Like your style in FINE FURNITURE MAGA-ZINE, and the practical way you handle the subjects and illustrations. It is brief, inter-esting and attention-getting. A consumer monthly along this same line and circulated among the right type of families the coun-try over would be a tremendous help in merchandising better furniture at better prices. Why not give this some consider-ation? L. M. S., Chicago, 111. Too Stereotyped When I read the various furniture and housefurnishing papers that come to my desk I am impressed with the similarity of one with the other and the stereotyped make-up of the whole group. Then I reach FINE FURNITURE MAGAZINE and it is cer-tainly refreshing to contact one that is en-tirely different in its make-up and editorial content. Keep up the good work as you are hitting along right lines, and I am confident that a lot of store operators feel the same way I do about your magazine, but just neglect to write and tell you about it. J. S. K., Pecos, Texas. Not Too Fast Price raises are necessary, no doubt, due to advancing raw materials and labor, but furniture manufacturers should use caution in these advances. Furniture and house-furnishings are still competitive with many other articles of manufacture for that part of the consumer's dollar that is left after the real necessities have been paid for, and any orgy of price boosting may cause re-grets later. Merchandise must be priced to cover legitimate manufacturing costs plus reasonable overhead and a normal profit. If manufacturers try to shove prices up above those normal requirements orders will prob-ably slack off. I enjoy your magazine and get a lot of good ideas from it. Q. R. M.. Salt Lake City, Utah. — o — Headed for Prominence Enclosed herewith is a Postal money or-der for my subscription to your fine maga-zine. FIXE FURNITURE. The December issue just received is a credit to you folks, and I sincerely trust that it will not be long before your publi-cation is regarded as the outstanding furni-ture organ of the industry. II. G. C, Cedar Rapids, Iowa. Believes in Future I don't believe that I am on the subscrip-tion list for your magazine. I think the magazine is very good, have admired it from the first time I saw it, and am sure that you are going to have a great future with it. I am enclosing check for $2. L. J., New York City. Plenty of Humor Your policy of cartoons and the diet Shafer monolog is excellent. We work hard, get tired, and we do not want too darned much serious stuff hurled at us all in one gob in our trade magazines. Increase the humor. It is an excellent relaxation after a hard day's grind in the store and I'll wager everyone of your readers like it. A. J. F , Kankakee, 111. They All Like It Llere's two dollars for a year's subscrip-tion to FIXE FURNITURE MAGAZINE. Let it come along every month as I read it from cover to cover and so do all the boys in the store, including our truck driver. Keep up the good work. V. H. G., Vincennes, Ind, I have the December issue of FINE FUR-NITURE and notice the sketches on page 29 of myself and several other gentlemen. I wish to thank you for the courtesy ex-tended and the advertising which will nat-urally result from it. I hope to see you at the January market. E. H. M., Celina, Ohio. A Hot One The December issue was certainly a "hot" one. Read your magazine every month and think it's one of the finest in the field. Here's hoping the New Year brings you further success with an informative, to-the-point, never dull magazine. G. B. P., New York City. 0 And Shafer Obliged Was glad to see that Shafer at last admit-ted that his copy was "pretty lousy." A humor page in a trade paper is a fine idea but why not make it amusing? H. S., Three Rivers, Mich. FABRIC FASHIONS EDUCATE T TPHOLSTERY fabric exhibits \J are being successfully used by furniture retailers throughout the country as a lever to increase sales, reports R. N. "Dick" Tandler, up-holstery sales manager for Collins & Aikman Corp. An exhibit demonstrating the wearing qualities of Collins & Aik-man Ca-Vel fabrics and displaying new numbers is made the focal point of a merchandising drive that includes store and window displays and special newspaper copy. Grati-fying sales increases have been re-ported by every store staging the event. Stern & Co., Philadelphia, made a ten-day event of the exhibit, adver-tising it through special newspaper copy inviting the public to attend the educational fabric exhibit. An attractive window display called at-tention to the exhibit and displayed Ca-Vel fabrics both on a revolving pyramid stand and through the use of wide pieces of various numbers draped from floor to ceiling in the back of the window. The exhibit it-self was set up on the living room floor of the store, directly adjacent to the elevators. Surrounding floor suites of furniture were tied in with the display, upholstered in the iden-tical Ca-Vel fabrics seen in the ex-hibit. At the opposite side of the coun-try, Oance Biestman, merchandise manager of John Breuner Co., Sac-ramento, Cal., arranged a similar "Ca-Vel Week" along the lines of the Ca-Vel promotion staged by this store last year. Here the display was placed opposite the furniture on the main aisle of the store near the entrance so that every customer who entered the store had to pass the exhibit. A rug made of Ca-Vel Malta upholstery fabric was placed on the floor and proved an effective stopper. Surrounding the exhibit were forty-two suites finished in dif-ferent Ca-Vel fabrics which tied up with the display. \ 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 hightest type of general service is conducted in the interest of the furniture and house-furnishing exhibitors FINE ARTS CORPORATION operating FINE ARTS and PANTLIND EXHIBITION BUILDINGS We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE The Williamsburg Galleries Superb examples of the best Colonial designs from the golden age of beautiful furniture and furnishings. Featured as news and trends in style by more than 120 publications. Included in this remarkable list are women's magazines, monthlies, weeklies, newspapers and business publications. No wonder more and more stores are getting ready 10 garner continuing profit by installing The Williamsburg Galleries— a franchise with exclusive trading area fully protected. THE WILLIAMSBURG GALLERIES A NORTH CAROLINA CORPORATION 1776 Merchandise Mart Chicago SfilEIENTBL First Choice at Spring Market "VTOU'LL see Molealher and Sheentex everywhere at the Spring markets. Here, a modern easy chair, striking in blonde maple and bone while Spanish Moleather. There, porch furniture, with cushions of sale-making, sea-green Sheentex. Manufacturers every-where are standardizing on these super-quality, pyroxolin-coated fabrics. They're waterproof, washable, have no unpleasant odor, won't stick, peel or crack, and offer 45 brilliant colors to make possible unusual combinations. There's extra profit for YOU in Moleather and Sheentex. Details and big swatch books FREE. Send for them TODAY. *MOLEATHER and SHEENTEX art trade-marked names of Asher & Boretz Pyroxylin-coated fabrics. ASHER & BORETZ, Inc. COATED TEXTILES 900 Broadway at 20th St. New York City • » • ••• •« . « * . ; « • . - . • AN fOUTSTANDING LINE by BETHLEHEM Modern Interpretations of" 1 8th Century Bedroom Furniture Louis XV Chest in French Rosewood with Satinwood Marquetry Inlay To be shown at the January Market in Grand Rapids 3rd Floor—Keeler Building coRPORRTion BETHLEHEM, PA. We appreciate your mentioning you saw this in FINE FURNITURE f o r JANUARY, 1937 ManufaBurers of Fine Bedroom and Dining Room Furniture OlMPLE in outline, restrained in ornament, the Provincial dresser illustrated is typical k-*' of John Widdicomb Company's celebrated craftsmanship . . . We are featuring eighteenth century English and French bedroom and dining room groups for this mar-ket, and as a leader in quality, the John Widdicomb Company is synonymous with the best in furniture endeavor. JOHN WIDDICOMB COMPANY GRAND RAPIDS Showrooms at factory, 601 Fifth St. MICHIGAN New York Showrooms, No. 1 Park Ave. We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE If You Prefer Blondes SEE THEM ON DISPLAY IN GRAND RAPIDS Hundreds of beautiful blonde finishes in a gorgeous array of sparkling, modern colors await you at the Grand Rapids Varnish Corporation studio as a special attraction of the Grand Rapids Furniture Exposition. Designed in correct tone and expertly finished, the Grand Rapids Varnish Corporation exhibit of blonde finishes leads the procession in beauty and selection. View them all on parade — Maple, Mahogany, Walnut, Oak. We invite you to see this premier showing at our factory studio of the newest and most popular of all modern finishes. i : I I GRAND RAPIDS VARNISH CORPORATION Manufacturers of Fine Quality Varnishes — Lacquers — Stains — Enamels GRAND RAPIDS, MICHIGAN We appreciate your mentioning you saw this in FIXE FURX f o r JANUARY, 1937 NINE Though other pages bare the minds Of many men, the credit or The blame I'll bear for what one finds On this, Page Nine.—The Editor. BRIGHT FUTURE The furniture industry, barring unforeseen events that seem hardly probable, should enjoy five of the most prosperous years in its history from January 1st, 1937 to December 31st, 1942. The reasons are self-evident. There is a potential replacement demand in practically every American home. It is doubtful if over 25% of the fur-niture needed and desired has been purchased. This has been due largely to lack of confidence, uncertainty of in-come and the fear that if furniture and furnishings were pur-chased the money expended for this purpose might be need-ed for food or necessities later on. We couid get along with the old sofa and the leg-worn tables, and, we have. With returning confidence and increasing incomes this de-mand will have to be supplied With a healthy building boom in the offing another ele-ment of furniture demand will tax the capacities of the pro-ducing units of this industry and create a demand within the next year that will be difficult to supply. And remember that in 1929 we had from 35% to 40% more factories operating, producing furniture, than we have today. This decreased number of units must supply a greatly increased demand. The furniture manufacturer of today, who has sufficient working capital to buy materials and hire labor, is bound to reap a rich reward if he produces anything worthy of a place in the great American Home. ff SAPPED BY THE SAPS Roundly cussed and vigorously discussed was the recent article by Hannah Lees, "Only Saps Pay Retail Prices," ap-pearing in the December American Mercury. Mrs. Lees rends asunder the retail veil exposing a racket that threatens the very structure of retail homefurnishing business. Quoting Mrs. Lees, "Through various channels, all of them perfectly honest and some of them openly advertised, I have bought a $229 refrigerator for $161, a $99 stove for $59, Venetian blinds at 25% off their retail price, and a mattress at 20% off . . . Every article was a late model of a nation-ally advertised brand. They carried all guarantees that came with the regular retail price. In some cases, the articles were purchased in exactly the same store where the customer would have paid the higher price if he had not come with the magic password." Damaging is the testimony of Hannah Lees because the reading public composed of your own customers has been told in bold terms just what the secret is in buying at whole-sale and discount prices. As we see the picture we do not blame Mrs. Lees so much as the retail stores that permit such practices to be perpe-trated. However, it is probably unfair to hurl the full burden of responsibility onto the retailer inasmuch as the viciousness of the practice emanates from outside sources. Quoting Madame Lees again, "There are two ways in which this wholesale buying by retail customers is done. First through various merchandising organizations who solicit your patronage for articles ranging from wedding presents to oil burners on which I could save from 10% to 40%-" Mrs. Lees adds: "The second way of buying wholesale offers greater savings but requires certain definite connections not exclu-sive at all . . . Many times as many goods are bought through connections as through merchandise services." The insidiousness of the vicious vogue lies in the fact that such "connections" are usually employees and executives of concerns well able to pay legitimate retail prices, such as banks, railroads, insurance companies, universities and hun-dreds of industrial and financial concerns throughout the country. The December issue of National furniture Review mentions a few in New York City alone: Chase National Bank, Standard Oil Co. of New Jersey, The Western Electric Co. and The American Telephone and Telegraph. Obviously, two such contradictory merchandising policies cannot survive. One must give way to the other. Re-quoting Mrs. Lees, "One is certain soon or late to exert enough pressure to drive the other out of existence. But while the economic struggle works itself out and those in the know keep on buying at special figures, the whole thing seems a little unfair to the saps who pay retail prices." Mr. Retailer, here is a challenge. It is reported that ap-proximately $150,000,000 worth of sales is lost to the home-furnishing industry alone, annually, through this demoralizing method of selling furniture, appliances and floor coverings. Perhaps Mrs. Lees was right in her succinct statement that the consumer is a sap for paying retail prices. Personally, we are inclined to believe with Mrs. Lees and that the opprobri-um has been misplaced. But until the national and state re-tail associations assist merchants conscientiously desirous of curbing this merchandising cancer, through a determined counter attack, these leakages will continue to exist. Are you going to sit idly by and have your business "sapped" away? ff COOPERATION The recent election endorsed the New Deal very gener-ously, and now it seems up to business to ascertain the best ways of making prosperity general. The government is not the enemy of legitimate business nor does it want business unduly handicapped, but it does want a square deal for all concerned. No industry, whatever it may be, can afford a weak link in its organization chain. Management must see that all who participate in its success will share in its prosperity. The ulti-mate consumer must shoulder increasing costs of every nature. He cannot pass them on to anyone else. Monopoly cannot arbitrarily fix prices and hope to escape criticism. For those willing to work and with ability to accomplish, jobs must be found, and at the same time prices must be kept within the consumer's ability to purchase if real prosper-ity is to prevail and continue. A more unselfish attitude and a broader horizon is needed in business today. Generosity begets generosity and narrowness begets narrowness. Busi-ness needs more men of understanding who visualize the future sanely and unselfishly. ff HOW ABOUT IT? We have often wondered why the furniture merchants set back and watch while automobile dealers and dress designers reap rewards with style show promotions. What is needed is cooperation between a few enterprising and aggressive mer-chants to exploit the possibilities of a furniture style show. Recently in Louisville, Ky., such a group banded together; staged a homefurnishings exhibition. Total attendance of prospective customers was 46,000, all paying admission to see the new styles in furniture. 10 FINE FURNITURE 1 — Modern metal group by the How-ell Co., St. Charles, 111., shown at the January market in the American Fur-niture Mart. 2 — Triple purpose glider which may be used as lull length bed, chair or lounge; "Glide- A-While," by Mel-lus Bros. <S Co., Inc., Los Angeles, Cal., shown at the Los Angeles Furni-ture Mart. 3 — Knotty pine "Pioneer" group for boy's room is made by Brown- Saltman, Los An-geles, displayed at the Los Angeles Furniture Mart. 4 — Chair No. 7, 28 x 73 inches, by Burton-Dixie, may be used as chaise, deck chair or sin-gle bed, is exhibi-ed at the Amer-ican Furniture Mart and retails for approximately $15. 5 —Chair No. 076, 24x19 inches, manufactured by Old Hickory, is shown at the Mer-chandise Mart. G — Chrome sun-room "Group A" is made by the McKay Co., Pitts-burg, Pa., and is displayed in the American Furniture Mart. f o r JANUARY. 1937 11 Smart sectional group in white enamelled rattan, upholstered in flame and black leather-wove, made by the Heywood-Wakefield Co. Stick rattan arm chair No. R 1514 C (right) retails for $24.30; center section. No. R 1514 A is $19.70 and the stick rattan corner table. No. R 1514 G, which is finished to match, retails at $18. S U M M E R S W I N G S I N . . . T^vEVOTING an extensive main floor display to sum- J_y mer and outdoor merchandise paid dividends for the Davis & Shaw Furniture Co. of Denver. A 15% increase in sales resulted. Naturally a difficult spot in which to merchandise summer furniture, Denver stores have never indulged in extensive promotions of this na-ture, and until last year, Davis & Shaw had never con-sidered them profitable. However, the results obtained warranted the attention given such a venture. Says D. 0. Collins, "The actual opening date, of course, depends on the weather, but we have found that it pays to buy with a March opening in mind. By starting early and running our final clearance event in July, we were able to achieve prac-tically 100% turnover. It isn't im-possible to sel Isummer furniture later, providing the weather remains warm, but experience shows the sea-son and price drop too great to jus-tify carrying on much belond that time. Mainly we're interested in getting a decent profit out of our merchandise in addition to avoiding carry-overs. This plan of operation makes such procedure possible. A factor important to the success of this promotion was the arrange-ment of the display; which occupied the entire center section of the main floor, approximately one-third being devoted to ensemble groupings simi-lar to the merchandise used in the window. These displays, which were given the atmosphere of a summer Troy Sunshade Co- American Furniture Mart. garden, included serving tables and accessories ar-ranged in several different color combniations, accented by various highly-hued umbrellas, and gliders placed near the two aisles. The straight merchandise display which occupied the balance of the center section was divided into three parts according to price ranges. Highest priced items were placed at the front, graded down to the low end at the rear of the floor. Glider price ranges ran from $37.50 to $45 for the top end of the line, down to the low range of $24.50, about one-fourth of the space be-ing devoted to top grades, one-fourth to medium, the balance to low range groups. Sales approximated the proportion of display space used and a very definite grading-up movement was noticed. Advertising was coupled with a continuous large window display, augmented by the extensive main floor showing. The main advertising appeal was carried on in weekly newspaper media illustrated with halftones popular featured gliders. The main floor display served several purposes •— it created extra business through customers coming in to pay bills or purchase other types of merchandise; it speeded up service and simplified selling, which was done entirely by sales-men thoroughly acquainted with the merchandise. No specialty men were used as the regular force relied up-on selling regular customers. 12 FINE FURNITURE WHAT IS INTERIOR DECORATION? PRACTICAL DECORATION AN AID TO INCREASED SALES VOLUME AND PROFIT by PHYLLIS FIELD COOPER TUST what is this thing called interior decoration? J Many housefurnishing salesmen are still asking this question and with justification. If they have seen some of the atrocities we have seen perpetrated in the name of interior decoration, the question is quite in order! Many MIscreators • There are still a good many self-styled interior decorators who, through lack of proper training in the art and a proper conception of the term, look upon interior decoration as representing an over-lavish display of bizarre housefurnishings. They think that frills and furbelows are necessary; that riotous use of color and generally bizarre effects are representative, and that the decrees of "fashion" rather than the prin-ciples of "style" should be rigidly adhered to, but noth-ing could be farther from the truth. Common Sense Decorators • We grant there is a field for the decorator, trained or untrained, who fancies the exoticisms of fashion and enjoys creating such for a type of wealthy clientele. But, for the everyday furni-ture store whose bread and butter comes from the purse of a large and conservative clientele, we suggest that their salesmen should be self-schooled in the fun- 1 • PHYLLIS • FIELD • COOPER,- A LIVING - ROOM 13-0"X 2E-0" The use o£ scaled floor plans with elevations will help any salesman put over sales suggestions with authority, understanding and satisfaction to himself and his customers. i o r JANUARY. 1937 13 NO FRILLS OR FURBELOWS • • • ERRONEOUSLY, but perhaps not without some raison d'etre the term "interior decora-tion" causes the average furni-ture salesman to lift an eyebrow and mutter, "Frills, fussiness and furbelows." With the inaugura-tion of a home planning depart-ment, FINE FURNITURE MAGA-ZINE aims to demonstrate in a practical — not pedantic — man-ner, how the average furniture merchant can enlist the science of home-decoration among his meth-ods of increasing annual turn-over, selling better merchandise and interesting new customers, the bulk of them in the average income brackets. The value of this service is two-fold. Primarily educational, its secondary merit is the inclu-sion of a "dealer inquiry service," believed a necessary adjunct to such a department. In fact, the numerous inquiries received per-taining to home-planning prob-lems were instrumental in prompting the incorporation of material of this character among the regular monthly features. Equipped with a 20-year back-ground of academic, technical and practical training in her sub-ject, Phyllis Field Cooper is no curb-theorist, has the answers to many of the furniture stores' dec-orative dilemmas. Says Mrs. Cooper, "Little do I blame furniture salesmen for their disdainful attitude toward the principles of home-furnishing design, that for the lack of a bet-ter name we call 'interior decor-ation.' Much of this feeling can be traced to notebook nonsense perpetuated by impractical and insufficiently trained art-school students. What the average home-maker of modest means desires are practical ideas in cor-rect home-planning and furnish-ing; and the merchant and staff ideas that can be employed in achieving this end. Mrs. Cooper's artistic ability developed rapidly in some of the country's leading art schools, promoted her to an instructor-ship and at one time the oper-ation of her own commercial art studio. Her own sketches illus-trating this series of articles are testimony of her talent. Several years' experience in the home decoration advisory bureau of Marshall Field & Co., in addi-tion to several other retail furni-ture store connections, handling interior decoration and promo-tional work, such as creating ad-vertising copy and window dis-plays, fortified Mrs. Cooper with retail experience in the building of a career as decorative consult-ant. Through her reputation estab-lished in contacts with women's clubs, school groups and similar organizations, the lecture plat-form and syndicated newspaper column soon solicited the services PHYLLIS FIELD COOPER of "Phyllis Marsh." Illustrated-by- the-author-articles written for the Chicago Sunday Tribune, the Winnipeg Free Press, and other papers extended her reputation as an authority on home-plan-ning. Supplementing these writ-ings were feature articles for leading trade papers in the home-furnishing field. In 1928 at the first Berkey & Gay Retail Salesmen's Confer-ence, and also at the National Retail Furniture Institute, she was a featured speaker. Says Mrs. Cooper again: "It is my intention to write this se-ries of articles from a practical point of view that they may serve the dealer as well as the manufacturer, profitably." damental principles of straightforward, common sense interior decoration. Purpose • It shall be the purpose of this department to disseminate interior decoration information in a plain and understandable manner. We sincerely feel that every housefurnishings salesman should have a full knowledge and a proper understanding of what interior decoration actually means. That interior dec-oration is a science as well as an art of vital importance to the welfare of the American home, cannot be dis-puted. Definition • Fundamentally, interior decoration is the art and science of decorating interiors for the sake of beauty, comfort and convenience, according to definite and well-established art principles. It means that all housefurnishings should be laid out according to a carefully conceived plan — no element or phase of the art should be overlooked. We do not find architects, or even carpenters for that matter, attempting to build without a preconceived plan to follow in which every necessary element of building has been considered. Then, why should we attempt to decorate a home with-out a similar plan — a plan in which the principles of good art as well as the science of comfort and conven-ience are observed? Informed Salesmen • Haphazard decorating is still being done by uninformed homemakers with the usual disappointing results, for which many salespeople must take the blame. For that reason it is essential that the housefurnishing salesman should be well-informed in the principles of interior decoration, in a position to properly assist his customers in formulating adequate plans to serve their every need in home beautifying and comfort. Whether a customer knows a great deal about inte-rior decorating or nothing at all, the well-informed salesman is always at an advantage and many times is able to increase the amount of his sales by his under-standing of the subject. Too often, interior decoration is associated only with luxury and expense. This is an erroneous idea, for the 14 FINE FURNITURE simplest little cottage can be inex-pensively and attractively furnished, strictly according to interior decor-ation principles. This substantiates the fact, therefore, that every home should be decorated consistently — according to its style, size, and the income of the owner. Too often this is not done, with the result that $1.98 end tables, a couple of $8.95 chairs and a $39.50 chesterfield are found adorning a genuine Oriental rug costing perhaps $300 to $500! Such inconsistency is contrary to the principles of correct interior dec-oration. Selection and Arrangement • To quote in part one excellent author-ity on the subject — Bernard Jak-way, author of "The Principles of Interior Decoration" — "In a fine sense interior decoration is one of the creative arts . . . that while the decorator creates an artistic whole he does not create the indi-vidual units by means of which that whole is built up . . . he does not design and weave his own rugs, or print his own wallpapers or cre-tonnes, or build his own tables and chairs. What he does is to select such things as he may require from stocks designed and made by others, and to combine and arrange the things so selected in such a way as to fashion a harmonious and beauti-ful whole. Interior decoration, there-fore, is in an emphatic and peculiar sense an art of selection and ar-rangement." In speaking further upon the sub-ject of interior decoration, Mr. Jak-way says: "It consists in a super-structure of practice resting upon a substructure of principle, and any genuinely productive study of it must begin with its foundation." Next month the author will discuss some of the principles of interior decoration and their practical application.—Ed. FURNITURE CREDIT BUREAU T^URNITURE dealers can save ± themselves considerable expense in obtaining credit reports by oper-ating their own cooperative credit agency, judging from the success of the Birmingham Furniture Dealers Assn. Organized some 25 years ago, the Association has grown in service until it now has a staff of seven employes and credit files which in-clude the names of more than 300,- 000 persons. The Association oper-ates on a cost basis, according to Ira F. Randall, secretary-manager, supplying verbal reports to its mem-bers at 20 cents each flat rate and 30 cents for written reports. This compares with a price of 37j/2 cents and up for similar reports by regu-lar credit reporting bureaus. Credit files of the Association have become so complete that a number of other business concerns not in the furniture business have been permitted to take advantage of the credit service offered, paying their part of the expense. The Asso-ciation now numbers 260 clients. A-fembers of the Birmingham Elec-tric Refrigeration Bureau of which Randall is also secretary-manager, clear credit information through the Association also. Most furniture dealers sell electric refrigerators, so that the two organizations work to-gether to advantage. In nearly all the cases the Asso-ciation furnishes the information, IRA F. RANDALL . . . "we also render other services . . leaving the decision as to the accept-ance or rejection of the application for credit up to the individual dealer. In one case, however, the Associa-tion actually passed on the appli-cant's credit for a refrigerator man-ufacturer. For this service a charge of 75 cents per report is made. Most reports are made direct to the dealer over the telephone, four trunk lines being maintained for this purpose. Where a report is re-quested on a man not fully covered by files in hand, further information is obtained, usually by telephone, from his employer, business and personal acquaintances. Such in-quiries usually cover points as to the person's full name, address, age, whether married or single, employer, salary, permanency of position, habits, etc. Besides paying a flat sum for credit reports, members of the Asso-ciation pay sustaining dues ranging from $42.50 to $120 a year depend-ing on the volume of business done. Said Randall, "In addition to the credit reports, the Association ren-ders a number of other services to members. On each business day we send out a bulletin which gives the bank clearings, removals with the new and the old addresses, bank-ruptcy petitions, debtors' petitions, marriage licenses, divorce petitions, repossessions, deaths, births and conditional sales. This information coming across the dealer's desk in easily digestible form can be used in many ways. "Taxation matters and other prob-lems of the dealer continually re-ceive the attention of the Associa-tion. Sometime ago we succeeded in having a law repealed which re-quired dealers to pay a recording fee on lease sale contracts. Now they do not have to file contracts of less than $200, thus being saved considerable expense. "Through the influence of the association the city was induced to pass an ordinance requiring transfer companies to make a report on all families moved. We relay this in-formation daily to the dealers and it is quite helpful to them in keep-ing track of furniture or other mer-chandise on which they may have a lien. "Only recently a delegation repre-senting the Association called on a legislative committee in protest against an almost confiscatory tax on refrigerator dealers, ranging up to $100 per year in the larger cities. We explained that electric refriger-ators are largely handled by furni-ture and other general stores which already pay various ad valorem and income taxes and that refrigerators are already subject to a federal ex-cise tax. With this appeal the com-mittee agreed to make the tax nom-inal, ranging from $5 to $25 accord-ing to the size of the dealer. "Most recent step of the Associa-tion was the organization of the Birmingham Better Homes Bureau with Mrs. Mabel Ford Leake as director. This bureau will handle public relations, sponsoring home shows and style exhibits and similar activities." for JANUARY, 1937 15 urniture Frolics \KI\SH 1 COULD CLOUT '&M WITH THAT SAMf EAS OF FUP-NITUP-& 4CTWIT/ SHOULD ENTITLE M.J. TO &E CALLED THE OF THE 25 ygAP-5 , OP TNE SoUTH£P-H FUP-NITUP-& MANUFACTUP-PR-S 4flSN. V/OPK-S HARD, PLAYS HAP-O. /4.CtEHIU9 IN TP-AT-FIC-PP- OBLEMS, 4 DIPLOMAT. A P-\CrHl CtOOO TO THE LEFT - WILLIAM O "Sco-rry" , CTP-AND RAPIDS , Bop-N IN SCOTLAND. 4PPP-EHTICED (N &1P-DS &6-<>S, NATUP-6 AND P/ilNTINCi , HI5 HOBBIES /WET HIS WIF& ON THE STA&& IN A STO£K- COMPAHY1. AHO K-ILT5 AT THE WEDDINCr SUPEP--SALESMAH FOP- (JTRAND Q.AP1DS CHAIP-CO 1NTHE CE.MTP-AL WEST i^EAP-ED IN THE LUM&EP-INU ATMOSPHEP-E of CADILLAC' MiCH, TP-AINED IN FOP-ESTP-Y SCHOOLS. HE IS AH EXPERT L0< ANP ALSO g-OLLS OTHEP- THIND, TO HJS.PP.OFIT-If YOU KNOW WHAT \V& MEAN'. FINE FURNITURE sALES PROMOTION and ADVERTISING by RALPH SPANGLER We asked Ralph Spangler, Harbour-Longmire Co., Oklahoma City, to do a series of articles for us . . . reviewing merchandising and advertsing ideas that appeal to retailers . . . a series planned for quick reading. Here is the first. Remember, it is the idea he is presenting . . . which explains why he so often illustrates with only part of an ad. L-,-« YOU have met the furniture man who condemns every other merchant who does not believe just as he does. But you know that there are excellent merchants to be found in each class of store . . . men who make money . . . men who are a credit to their community. So we give you plans and ideas for each class of store. To assist you in picking more quickly the ones that will appeal to you, let's divide stores into three groups . . . according to their choice of advertising appeals: CLASS A — aggressive stores using price, terms and premiums . . . appealing primarily to the wage earner. (Class A would include what are commonly called borax stores.) CLASS B — aggressive stores using a little higher price range in their advertising . . . combining p r i c e w i t h s t y l e , a n d q u a l i t y . . . t o r e a c h the middle classes. (In this group would come most of the larger furniture stores . . . and department stores.) CLASS C — those stores, shops and studios who limit their efforts quite largely to seeking pres-tige. ' " . . t .C..!=ir'"' ..•-l-- ! = * i T - • • " " ' • • -4 • > • • \ r • ' . : : • . . . for JANUARY. 1937 17 > • I \ : What To Do • Ahead are inventories . . . markets . . . and often an awk-ward spot before the February Sale. CONSIDER THE IDEA OF SELLING GROUPS — Call them by any name you wish. Class (A) stores will say outfits. Class (B) stores will say ensembles. But by whatever name you call it . . . GROUP SELL-ING PAYS! Group Selling • Illustrated here are examples of how group selling is suc-cessfully promoted by each type. (B) Larger stores frequently make no attempt to conceal the prices of in-dividual pieces used. Notice how Mar-shall Field in these August promotions pictured here, adds the separate pieces and gives the total price for each room. If your budget does not permit the use of full pages and such elaborate art work, present one room-group at a time. Ludwig Baumann, Abraham & Straus, Sterns, Spear's and Blooming-dales have each used single-room ma-ple ensembles very effectively. (B) In one of the Harbour-Long-mire maple groups, individual prices were listed . . . in the other only the total price was given. There seemed to be little difference in their pulling power. (B) For the stores that carry china, glass and lines, the tableware ensem-ble shows how the group idea may be applied to other merchandise than suites of furniture. (B) (C) John M. Smith and Hath-away's create a desire for the related -i.1-"-. 18 FINE FURNITURE pieces with their excellent pictur-ing . . . but they carefully keep you from confusing them with a "borax" store by pricing only the single pieces. (A) Going to the other ex-treme, stores like Niss, Michaels Bros., Hellrung & Grimm, Spear's, are equally careful to price only the complete group. Those of you who have tried it continue to be surprised at how often you increase sales by actu-al raising prices of a group to an even figure you want to feature! There is something about the psychology of group merchandis-ing which implies that you are offering a bargain whether you say it or not . . . and the idea continues to pull! Plan As You Buy • (A) (B) (€) — THE TIME TO PLAN GROUP SELLING IS AT MARKET! If you hope to get the most from the use of this idea . . . plan your groups as you buy them. Infinitely greater pulling power can be added if you do this . . . rather than trusting that by selecting a well balanced selling-stock you will have in it what you need for ad-vertising outfits and ensembles. (A) (B) (C)—Not only group selling, but all major promotions should be planned as you do the buying. An ever increasing num-ber of alert manufacturers are providing the type of promotion helps for which the stores ask and the manufacturer will often pass on to you promotion ideas which he has gathered from successful retailers in other parts of the country. (A) (B) (C) Back to the group-selling idea . . . don't over-look another fundamental. The highest priced furniture you car-ry will not attract as many pros-pects to your store as your lower and medium price ranges. But you can greatly speed up the selling of the upper price levels if you display on your floor . . . beside the advertised groups ... other groups which step-up the price. On each group, use the same general type of card which you use on the advertised spe-cial. Make it appear that you consider one as good a value as the other. It is not necessary to use "pressure" to lift your aver-age selling price above the adver-tised level . . . if you do a prop-er job of displaying the "step-ups." ' The customer herself more often than otherwise, ~vi!l ask your salesman about ;/,v more expensive things . . . (A) (B) (C) When in doubt about what to advenisc . . . con-sider a group! l-l* ill Illn-i <oni|i!«>l<> Ifcoom OulfilN I . I • " • ' • • • ; ; • • • • • t i i . 1 * " ' " . - ' • • ? • • - * * AUGUST SALE f o r J A N U A R Y , 1937 19 buying for buyers 1 I 'HE Skans Furniture Co., Omaha, J. Neb., markets for cash or de-ferred payments, interest at the legal rate being demanded if the latter plan is selected, and, in either case, G. A. Skans, buyer and senior partner, makes a visit to the home after the furniture has been placed. He often makes suggestions to the housewife as to a change of arrange-ment and this visit is usually grate-fully accepted. States Skans, "There are two rea-sons for this visit to the home: to see that the customer is getting the most use and beauty possible, and to note if there are pieces still lack-ing that would improve the comfort and beauty of the home." Each year Buyer Skans spends thirty days visiting the modern fur-niture factories of the East where he not only picks up new ideas to suggest to patrons, but also learns to a large extent just what can be sold before making final selections. When a new shipment of furniture, hand-picked, arrives, Skans looks up a record which is kept of his visits, and learns just which of his customers he thinks would be inter-ested in the new pieces, writes a brief letter describing the piece just received, and how it would enhance her home. According to Skans, the com-pany's success is dependent on the three elements — quality, comfort, beauty — in order of importance, and the reputation built up by the store is that Skans' is synonymous with quality. Advertising usually follows the display of one item at a time and the same plan is carried out in window displays which show only one suite at a time. Such dis-play and advertising concentrates attention and, Skans has discovered, tends to increase the number of immediate sales. Skans Fine Furniture Within The Budget Confines of All DISCRIMINATING housewives no longer select, even the least important piece of furniture without first shopping at Skans Fur-niture Co. For they have long since learned that Skans carry only the loveliest pieces . that their furniture is selected by connoisseurs who know good furniture l"^~' tolerate commonplace coverings nor ha their prices are always moderate pensive location, have mastered the en add to price tickets. If it's a living room, bedroom or i an occasional piece such as a chai they have it. Beautiful furnituri their budget plan if you wish Furniture such as the lovely dining room suite sketched above, is typical of Skan's beautiful collec-tion of modern and period Specimen advertising of the Skans Furniture Co., Omaha, Neb. One suite or group is featured at a time in the window dis-plays and the advertising program usually follows the same policy. Replace That ']unk' in Your Home With Furniture from Skans THERE ARE a lot of us who have developed blind spots in our eyes for horribly junky furn.ture in our homes. We Know that old fireside chair is an atrocity . . the dining room table looks like something we won in a raffle. But we do nothing about it. "Junk" . . that's what your friends are saying about it and you'll be smartic do something about it. Drop into the Skans Furniture Co. at^2rra Snd Farnam . . . see the perfectly stunning things they have: on the floor . . . and take a peek at their low prices. Two or three purchases will make your home look attrac-tive _ . __ wnn't fn=t vnn much . . . and they'll be glad to I small service is true service HAVING actually fashioned fine furniture in his early days in the furniture business as an uphol-ster's apprentice with the James-town Lounge Co., it was inevitable that when G. A. Skans decided to enter the retail end of the industry he should then develop a profession-al policy of merchandising nothing but the best. With ten members of his family occupied in the furniture business, Skans entered the field himself at the age of 13, first as ap-prentice, then as salesman for the Retting Furniture Co., Grand Rap-ids, Mich., from where he later be-came associated with the Limbert Co. Trekked to Omaha, becoming assistant to Wilber Brant, Orchard & Wilhelm Co., and finally, April 24, 1918, opened his own retail store in Omaha. Today, as president and general manager of Skans Furniture Co., one of the leaders in Omaha, Neb., Skans aims to sell service as well as furniture; believes that the mer-chant should take a personal inter-est in his customers, put himself in their shoes so to speak, then sell them the best in groups that are most appropriate for their respec-tive homes. This present service-selling reverts back to his recollec-tions of early days of conglomerated displays when he was obsessed with the desire to aid the customer by making exhibits more related, more attractive. Believes that to be suc-cessful one should make a lifetime study of actual construction, histor-ical background, color schemes and artistic arrangement. In spite of the fact that fishing is a hobby with him, he admits a preference for steak and baked po-tatoes rather than any food of the sea. Enjoys the more active sports of wrestling and baseball, but, in spare moments there is nothing he would rather do than putter in his garden—raising old-fashioned flow-ers. Poetry-peruser Skans reads Walt Whitman for relaxation, mulls over Mozart's musical masterpieces, re-views boyhood pranks through the writings of Mark Twain, admires Al Smith as an outstanding public personage, choses the "Magnificent Obsession" as his favorite movie. 20 FINE FURNITURE \ JUNE E. COWLISHAW IN an industry preeminently dominated by men, para-doxically operated for the gratification of women, only the most meager reports have appeared concern-ing their activities in the furniture and homefurnishing business. Motivated by the desire to espouse the cause of "Women in Furniture," the editors of FINE FURNI-TURE MAGAZINE instituted their now famous gallery of furniture women. (FINE FURNITURE MAGAZINE, Aug. 1936.) In championing the suffrage of furniture feminin-ity we have included a school ma'am who became a merchant, a draughtsman who rose to designer, a business woman by bequest, and others. Signalizing the growing importance of their place in the industry, these pages carry the stories of two inter-esting, vital additions to the "gallery." Meet June E. Cowlishaw, general-manager of the Grand Rapids Woodfinishing Co., Grand Rapids, Mich., and Mona-belle L. Kerr, stylist for the W. F. Whitney Co., South Ashburnham, Mass. — Editor. WOMEN in "What furniture can give such finish to a room as a ten-der woman's face? and is there any harmony of tints that has such stirrings of delight as the sweet modulations of her voice}" George Eliot. "I believe that I was unusually fortunate in the op-portunity I had for acquiring practical business expe-rience, in these days of specialization, positions that afford women an opportunity to 'learn the business' in its various phases are somewhat rare, but I started out with a comparatively new and growing business. I had the good fortune to begin under an executive who was willing to take a chance on my inexperience, who had confidence in my ability to learn and in my initi-ative. Consequently, in the course of time, I was learn-ing something about the general business routine of that office — and factory, and as the business grew, I hope I too grew!" With a strictly feminine instinct of concealing her age, Miss Cowlishaw admits having been born Aug. 20, is five feet five, weighs 140; believes that the home-furnishing business fosters appreciation of the fine and beautiful and interest in lovely homes, arouses ambition to build and improve living conditions; carries out her philosophy in practice, making her home a hobby, spending many spare moments in its beautification. Great ambition and perseverance have resulted in Miss Cowlishaw achieving her unique position in the furniture industry. In revealing the "Open Sesame" to her success she advises the novice to acquire all aca-demic learning possible, to keep in mind a need for diligence and a desire to serve. With a hope for more leisure some day in which to steno to manager EVIDENTLY, the sage who stated that "Woman's place is in the home," never warmed the mourner's bench at the Grand Rapids Woodfinishing Co. office, waiting to see the general manager. If he had he'd have changed his aphorism to "Woman's place is where you find her," because he'd have been told that Miss Cowlishaw was busy dictating. Presently he'd have been admitted to a tidy office, greeted by a personable, businesslike young woman, who'd invite him to state his business. June Cowlishaw, attractively efficient, has very defi-nitely made a place for herself in a business unfre-quented by women executives. A comparatively few years ago, with little or no experience, a minimum of knowledge concerning the furniture industry, much less the wood finishing angle, she inveigled a typing job from an uncle at the Grand Rapids Woodfinishing Co. Dubbed "that stenograph-er," the lady decided to show 'em; proceeded to leave the misnomer far behind in her meteoric rise from bookkeeper to assistant treasurer, from secretary to secretary-treasurer-general manager of the company. Modestly, claims that she owes everything to Uncle, the late A. H. Simpson. One of the new Whitney displays created by Mrs. Kerr, illustrating an arrangement for a small apartment. for JANUARY, 1937 21 FURNITURE by VIRGINIA RUTH ULRICH enjoy her own lovely home, this fair-haired femme of finishing further desires to visit England, the home of her forefathers. As a favorite dish she chooses potato salad, admits a yen for watching the Detroit Tigers in action, reads Warwick Deeping, centers her historical admiration upon Queen Victoria, while her current public interest is focused upon Charles Augustus Lind-berg. The enchanting melodies of Victor Herbert de-light her musical pulse and the "Barretts of Wimpole Street" along with "Green Pastures" stir her dramatic sense. From steno to general-manager is more than a long jump — it's a career, and especially in a business where women are prominent by their absence. And June Cowlishaw's fear of being unable to grow in some direc-tion other than in stature has been dissipated. Her place, according to the sage, may be in the home, but unequivocably she has won her spurs in riding the horses of industry. her hobby—~her career JL (The Lady on the Cover) MOST everyone boasts a hobby, but few are privi-leged to indulge it to the extent of turning it into a career. Our comely lady on the cover this month proves the exception to the rule. Monabelle L. Kerr, after graduation from Ohio State University, discovered that teaching the subject held no particular thrill, al-though she had a genuine appreciation for things artis-tic. But before she was able to direct her artistic enthusiasm into self-chosen channels, war appeared over the horizon and our disgruntled art tutor entered the Weaker Reed hospital in Washington, D.C., as a civilian employe, where she poured her vivacious, ener-getic self into occupational therapy, assisting disabled veterans in taking their minds off their disabilities. Here Monabelle's artistry was demonstrated in teaching the boys arts and crafts such as toy-making, leather tooling, book binding and basket weaving. But, on with Monabelle's furniture saga. Marriage to R. Stanley Kerr, whom she met while attending Ohio State University, followed. Kerr repre-sented the third generation of furniture merchants in his family, he and his father at that time operating their own store. Then tragedy stalked into Mrs. Kerr's life and forced her to turn to something that would occupy her mentally and physically. Ironically, as it had aided the Walter Reed veterans, artistic expression now proved an anchorage for her. Entering her hus-band's store she suddenly found herself enthusiastically making suggestions to customers regarding the correct draperies to use with such and such a rug, aiding in the grouping of furniture ensembles, selling lamps, in fact, becoming completely absorbed in the business of fur-nishing homes. Presently, Monabelle was doing the MONABELLE L. KERR buying for the drapery and lamp departments and her artistry was being felt in the store's displays. Her theory on this subject is worth quoting: "A product well displayed is half sold." Recalls Mrs. Kerr, in retrospect of the early days of her furniture career: "All went well — the world was not a hard place in which to live after all — increases in salary, success on all sides. And we believed the world was like that, until one day that scrawny ghost called "Depression" laid a calculating hand on our shoulders. Life became more difficult and it seemed expedient to close our store and seek new fields to conquer." Dented but not daunted by the depression, Mrs. Kerr and partner-husband contacted the W. F. Whitney Co., South Ashburnham, Mass., and began to promote furniture sales through model house displays in stores throughout the country. Proving the Pitkin paradox that "Life Begins at Forty," Mrs. Kerr has in four years' association with the Whitney Co., established a well-deserved reputation as an interior decorating authority; altruistically proclaims that a portion of the fortune she and her husband hope to amass will be spent in making homes for poor children more attrac-tive; believes that the home has definite influence on youth, instilling ideals of beauty and contentment, that the solution of many of our social problems lies in a healthy home environment. In all too few leisure moments, the lady, peering into the future toward retirement, hopes to find herself in a southern clime where she can loll, watching a blue sea, breathing the fragrance of semi-tropic flowers, with lackeys dancing attendance to her every indolent whim. (For one possessed with such enthusiasm for her work, we doubt the realization of this dream!) Pal as well as partner, Mrs. Kerr is an active fisher-man, loves movies and flower-gardening. She finds shrimps baked with eggs the most palatable dish, "Gone with the Wind" the most digestible book, chooses George Washington as a favorite historical character, conforms with most of her sex in admiration of Ex-King Edward, delights in the "Desert Love Song," grows romantic with Irving Berlin melodies and has visited every large city in the United States, boasts of no pet but her boy, "Doug." 22 FINE FURNITURE THE SKETCH Beer... FOR TOMORROW'S MODERNS SAKHNOFFSKVS INTERPRETATIONS MOTIVATED BY AUTOMOTIVE AND INDUSTRIAL INFLUENCE CURRENT modern design in furnishings has not lost all the eccentricities of early modern, but, as someone well expressed it, "Modern has lost its self-consciousness." The result is that now it fits into our lives in a reasonable and practicable way. Clean-cut efficiency of modern inventions; the comfort of smooth, shining metal, easily cleaned; the sweeping, beautiful lines of a piece of furniture especially designed to fill a need, all have lent themselves to making modern de-sign an established style. The trend is toward graceful, moving lines rather than the severe and angular effects commonly associated with the term. Count Alexis de Sakhnoffsky, internationally famed designer, has been called "the father of streamlining." Notable achievements attained in the cause of modern design in every field, with many famous makes of auto-mobiles responding to the touch of his genius, his in-terests have ranged all the way from wrist watches to refrigerators, from men's wearing apparel to washers, from fences to furniture. With a firm belief that the era of modern furniture has only just begun, Sakhnoffsky explains: "After the first few steps in the direction of modern furniture, we saw simplified shapes composed of geometric forms in exaggerated neutral colors, but we have gradually got-ten away from these square effects which are too the-atrical for an interior intended for daily living, the static lines of most so-called modern furniture having presented altogether too much contrast with the mod-ern tempo of life." Sakhnoffsky has tried to interpret the background in which we actually live and to find a way to suggest the moving spirit of our era without sacrificing the features of comfort and convenience so essential in livable fur-niture . . . and with great success. The wind-swept sketches on the opposite page, designed for Rosemary, Inc., one of the largest manufacturers of furniture fab-rics in the country, are typical of Sakhnoffsky's inter-pretation of livable modernism. Description of the pieces illustrated is important in grasping Sakhnoffsky's motives for "streamlining" furniture. At the top is a wind-swept studio couch featuring padded head rest running the full length of the couch and encircling a round table, housing concealed lights between the top plate and the padded roll; has two compartments below for books. In the center, the para-bolic arm chair features: (1) Brass or copper rail around the back cushion; (2) Twin ash trays swept down on each side of the front of the arm rests, and (3) Hinged arm rests moving over a ratchet and ad-justable to any angle of the elbow. At the bottom is a modern hassock designed to form chummy social groups for gay parties in restricted quarters. Will accommodate eight people, four sitting back to back on the top, the other four on the tapered extensions around the bottom. ALEXIS de SAKHNOFFSKY . . . Even his furniture is wind-swept. PACING the country with stream-lined styling, from beer-barrels to fences, fountain pens to gas stoves, versatile Count Alexis de Sakhnoffsky turns on the power of his creativeness, throws his enthusi-astic ability into gear and heads for the furniture industry. Russian by birth, Sakhnoffsky's life has been far removed from the prosaic, timed to the pace of his au-tomotive creations, dating from a necessarily hurried, penniless depar-ture from Red Russia. Movement, wind-swept, is the medium in which all of his designs are expressed, inspired by his hobby for fast automobiles. "Alex" at vari-ous times designed infants' layettes in Paris, was a mechanical engineer in Switzerland, art director and de-signer for a custom body concern in Brussels. One of his first creations arousing comment was a mottled aluminum sports car for big game hunting, developed for the Prince de Ligne. After competing as an ama-teur race driver in a number of con-tinental meets, he began an inten-sive study of streamlining, attract-ing the attention of American manu-facturers who introduced him to the United States. His most recent en-deavors in "beautification" include furnishings for home and office. Sakhnoffsky, suave, perceptive, tailored to the degree suggested by "Esquire," for which magazine he is an outstanding contributor, com-bines that rare phenomena of artist and salesman. A master of color, line and technical form, he is aptly able to portray for his client the virgin idea, transmit it into a sale. f o r JANUARY. 1937 23 24 FINE FURNITURE RETAILING TIPS COURTYARD WINDOW • TAILORED FLOORS • LIVABLE LAMPS YOUNG AGE • SURVEY SELLING Courtyard Courts Attention SAN JOSE, Calif., annually cele-brates the colorful Fiesta de la Rosas, an early Californian floral festival, bringing visitors from all southern California. The merchants enter heartily into the spirit of the carnival, all leading firms arranging appropriate windows. One of the most striking was that of Robin-son's, who displayed the courtyard of a beautiful iSpanish-American home. The house itself was shown in the rear, and in the foreground were plots of turf, graveled walks. An urnful of ferns, several jar-dinieres with living plants, a foun-tain, sundial, stone garden benches and lawn chairs afforded atmos-phere. To add human interest the display included two figures — a Spanish cavalier and a beautiful senorita. The furniture, symbolic of the Fiesta, was also thoroughly practical, as hundreds of homes throughout California are of the Spanish type, and the display offer-ed many suggestions for adding to one's stock of appropriate garden furniture. Selling Linoleum Ideas TINOLEUM merchandising of the J i creative type is carried on in the floor-covering section of Fred-erick & Nelson, Seattle, in a special linoleum shop which has been niched off from the rest of the section by walls of linoleum rolls. A table holds manufacturers' sample books, con-taining samples of the new plain finished linoleums, and there are chairs about for those wishing ad-vice on this type of floor-covering. The plain designs, having been cut into strips of %" and }i" in Striking window display used by Robinson & Co., San lose, Cal., in celebra-tion of the annual Fiesta de la Rosas, • 0 •# */*/*• new ideas underfoot in «»»«• Pieces 2- Curved ve cor 3- The «feain«.. , f r £ t l O n s se three new not only and e 4 they a h If you re tired of the nvert-,V.,,.1 u,_u, ™e Frederick & Nelson, Seattle, ad featuring tailored floors. (Right) Powers Furniture Co., Portland, Ore., 70th anniversary show window. width as well as the usual inch-width strips, are used to make the creative linoleum sale to customers interested in new ideas. All effects are demonstrated on a frame which accommodates a 3 x 6-inch linoleum sample and a section of a continu-ous cove corner. A potent best seller is a border effect combined of sev-eral plain linoleums in the desired colors, plus a marbleized linoleum design for the major part of the floor. Advertising for this department is correspondingly creative in char-acter, for this outstanding Western store has hit upon the plan of sell-ing linoleum not as such — but is selling the creative idea. 70 Years Young rPHE Powers Furniture Co., Port- X land, Ore., this year celebrated its 70th anniversary with an anni-versary sale, show windows filled with bargains and relics of the days when the institution was founded. One window that attracted wide-spread interest, especially from pio-neer citizens of Portland and vicin-ity, had a shadow box draped in black, within which was a large cut-out replica of their original building. The floor of the box was covered with muddy earth, showing the con-dition of the business streets in the early days. Little delivery wagons and carry-alls, drawn by horses, were hitched in front of the big barnlike structure, and a card called attention to the fact that they had been doing business since 1866. Remodeling for Profit AN increase of 250% in lamp , departments, 50% in bedding and rug departments, has been f o r J A N U A R Y , 1 9 3 7 25 effected at the Kunzelman Esser Co., Milwaukee, Wis., where an ex-tensive remodeling program embrac-ing many departments was recently completed. Lee Kunzelman, Jr., attributes most of these increases to the fine layout of the remodeled depart-ments which include bedding, rug and radio departments among others. Says Kunzelman, "We have ad-vertised the remodeling of various departments considerably and have found a large number of people anxious to come to see the new lay-out. Many have recommended the store to their friends, with the re-sult that we have done more busi-ness. It pays to modernize a store, to light departments more fully and to make everything bright, yet harmonious. People buy furniture to brighten their homes, to make them more comfortable, and a fur-niture store where such pieces are displayed should also be as modern as is practical." The firm has condensed its bed-ding department and installed better lighting equipment. Only 12 sam-ples of mattresses are shown, rang-ing in price from #9.95 to #39.50, according to Kunzelman, who added that springs shown range from $3.98 to $39.50. All the beds shown are for display purposes only, and the bed which a customer chooses from this display is taken from the ware-house, the buyer being assured, therefore, of getting a new bed. The new rug department at this modern furniture store is one of the largest and most complete in Mil-waukee. The Broadlooms, condensed so far as display space is concerned, are displayed in full rolls. The lino-leum department, which is furnished with comfortable chairs for cus-tomers deciding on patterns, dis-plays stock in bins, which show the various patterns to good advantage. The radio department has also been rebuilt, and on one side is an unusual tube display which is on a rack, four feet six inches high, and which has indirect lighting reflecting on the cut-out letters, "Philco." The department carries only this one make of radios, Kunzelman believ-ing that one should concentrate on one make. He declares that the radio unit sale at this store is about $79 for recent months, that midget radio business has dropped off con-siderably, and that the $105 console model is one of their best sellers. The radios used in the display are on raised platforms about 20 inches deep, under which there has been placed hair padding to minimize shock. These new and remodeled de-partments are but the beginning of Survey — Then Sell HPHE survey method proves profit-x able in selling appliances at the Hack Co., Mahanoy City, Pa. The The bedding and floor-covoiing departments at the Kunzelman Enact Co., which, when re-modeled, effected great sales incrpasos. k.& *,. • > an extensive program, according to Kunzelman, who plans to further increase his merchandising efforts during 1936-37. Livable Lamp Displays p best method for increasing _L lamp sales is to display them in natural surroundings, according to Mary Ward, buyer for Daniels & Fisher Stores Co., Denver, Colo., where a series of rooms in the fur-niture department have been out-fitted with furniture, draperies and appropriate lamps. Explained Miss Ward, "When a customer sees 50 lamps grouped about on the floor, another 50 on tables or in show cases, even though many are illuminated, it is difficult for her to visualize just how a lamp she admires is going to look in a home." The store has found that due to this method of display and also due to the better grade of lamps which have been put out by manufac-turers, lamp sales have been better during the past season than they have for many years. Exceptionally good has been the volume of busi-ness done with $4.50 table lamps, while sales in floor lamps have ranged from $5 to $150 — white, ivory still being best sellers—and a big demand for silk shades has been noted. radio. It she owns all these items, he will ascertain how old each one is and if satisfactory. Then he pro-ceeds to determine whether she can be interested in replacements of any appliances. "No salesman can memorize all the data derived from such a sur-vey," states S. W. Hepler, sales manager. "We furnish them with sheets on which to list the detailed information. He notes the results of each interview, when demonstra-tions are to be made, the date when he is to make a return call." These sheets are turned in each day and the names of live prospects are noted on file cards on which additional information is later re-corded from succeeding interviews. Thus a complete record is main-tained of every item sold. The serial number of every major appli-ance stocked is also recorded. In another column is listed the date sold, to whom, followed by the name of the sales person. Addi-tional columns are provided for re-possession. The policy regarding reposses-sions is fair to the customer and to the store. When there is default in payments the appliance is brought back to the store with the under-standing that it will be held for 60 days. If the defaulted payments are adjusted within that time, the appliance is again returned to the customer. 26 FINE FURNITURE omancing ictorian usic by Chet Shafer "LAZIEST HUMORIST IN THE WORLD" . HREE RIVERS, Mich., Jan. 1. (Special Dis-patch to FINE FURNI-TURE). Now that the globe-girdling ballot has been taken, let us go on to other piquant scenes. Of the 800,000 readers of FINE FURNITURE, 98.2% or approximately one-seventeenth, supported me in my determination never to go down to Roody Culver's Undertaking Parlors & Furniture Conservatory. The remaining read-ers were negligible. It is an awful thing in this life to become negli-gible. But after I got down to Roo-dy's that Sunday night to find the place closed — I made up my mind to go down the next day. Roody had sold out. And someone had opened up a miniature golf course — with tables for pedro. And then I saw, someplace, where the pianny is coming back. And my spirits rose. Good Ole Pianny • It's no tough task for me to go back to a day in our period — when I've spent an entire Sunday evening over an or-gan or a pianny . . . until the old folks finally — and reluctantly — went on upstairs to bed. I've turned the pages on "Arrawanna," "Tony Boy."' "Just Before the Bat-tle, Mother"' — and who remembers Chet Shafer and Edcutter Mackenzie wish you all a Happy New Year. CHET SHAFER "All you need, boys, is the right chord." the swelling in the throat that came. "When Night falls, dear, I think of you-oo, And I wonder, If you are true-oo-oo." Horsehair Sofy • Of course, every now and then you'd have to go out in the kitchen with your gal to get a drink of water. That interrupted some — the singing. The old clock would tick around. Then, after the sounds from upstairs indicated that the golden moment had arrived, you'd turn down the wick in the lamp with the big be-flowered globe on the parlor stand. You didn't dast turn it down too far — so it would go out. But you had to get it turned down to assure a proper dimness. And then — sometimes it was the horsehair sofy — you tried to make up for all the time you wasted singing those gems. Lights Out • I'm glad to see the pianny coming back. I'm glad because it's going to mean that a lot of young folks may stick around the parlors of our na-tion— particularly on Sunday nights —• and do their vocalizing. Victorian — the pianny — Yes. But — and this to the everlasting credit of all furniture dealers who are promoting its return — it's the inspiration for action. yrs (sgd) Chet Shafer And all you need, boys, is the right chord. f o r J A N U A R Y . 1 9 3 7 27 1 — Stand No. 525, 14x20 top, 29 in-ches high, is made by the Allegan Furniture Shops, Allegan, Mich., and is shown at the Fine Arts Bldg. 2 — No. 619 vani-ty, top 19x52 in-ches, is manulac-tured by the Union Furniture Co., Batesville, Ind., and is displayed at the American Furniture Mart. 3 — Dutch Wood-craft Shops, Zee-land, Mich., made the mahogany tier table. No. 130, tops 24, 18, 12; 35 in-ches high, and re-tailing at $31.50, is exhibited at Waters - Klingman Bldg. 'f fit. ' r H- 4 — "Zephyr" mo-dern kneehole desk. No. 125, with black and silver louvres, top 42x22 inches, retails at $59.50 and is made by the Bay View Furniture Co., Hol-land, Mich., who display at the American Furni-ture Mart. 5 — St. John's Ta-ble Co., Cadillac, Mich., in their tra-ditional Early American group show the corner cabinet. No. 1271- K, 16x34, 65 in-ches high, retail-ing at $35.50, and No. 1279-C chair at the American Furniture Mart. 6 — No. 570 ma-ple and maple cluster modern suite, iour pieces retailing at $273.50, displayed at the Waters - Klingman Bldg., is made by the Estey Mfg. Co., Owosso, Mich. Va-nity illustrated is priced at $90.50; night-table at $30. 7 — Maple desk. No. 2061, top, 42 x 21, retails at $33 and is made by the Charles R. Sligh Co., Holland, Mich., shown at the Waters-Kling-man Bldg. . . . . . . . • - • • - ! • / • • - - • - l r* 28 FINE FURNITURE Homefurnishing News and Reviews Berkey & Gay Week Marking the first anniversary of the re-vival of one of the most famous names in furniture, will be Berkey & Gay Week, to be observed April 10 to 17. The merchan-dising program centers about two featured suites, the Coronation dining group and the Princess Elizabeth bedroom group. (Dec. FINE FURNITURE, page 44.) Both suites embody many of the finest traditions of 18th century cabinet making, due to exten-sive research of the Berkey & Gay design-ing staff. It is believed that these two suites will achieve an outstanding importance on the retail floor not only by virtue of the coronation interest and the great merchan-dising and advertising program in leading consumer publications, but also due to the fact that they are included among suites selected for the "Ideal House" promotion in the April issue of House and Garden. A complete merchandising program, in-cluding display, direct mail, newspaper ad-vertising, has been prepared for presentation at the January market m addition to the extensive national advertising program. Western Spring Market "Streamlining Progress" is the timely slogan to be featured throughout the Spring Market week, Feb. 1-6, of the Western Fur-niture Exchange which will be held at the present location, 180 Xew Montgomery St., San Francisco, for the last time before its removal to the new Exchange and Merchan-dise Mart next summer. It is anticipated that attendance will be the largest ever, homefurnishing dealers be-ing m need of new merchandise, will rely on the great central market where the offerings of leading manufacturers from East to West including furniture, floor covering products, radios, gas and electric appliances, curtains, draperies and accessories, lamps, giftwares, in wide variety of style and design, will be presented. Spring Market week, say Exchange ex-hibitors, will usher in a new era of Stream-line Progress in the Western homefurnishing industry and with the stock market boom-ing, a rising tide of dividend payments, wrage bonuses putting more money into cir-culation, employment increasing, wages go-ing up, with the knowledge that no in-creased taxes are planned by the Adminis-tration and writh every known factor point-ing toward vastly increased spending by America's home-makers, it is high time for manufacturers and retailers to "get set" for the Streamlined Progress which will typify all progressive lines of endeavor in 1937. Market attractions will include daily luncheon gatherings, the 12th session of the Western Furniture Institute, the fifth semi-annual Radio and Appliance Trade dinner. Group Management for B. & G. The Berkey & Gay Furniture Corp. will be operated under a group management plan in the future, according to statement of Abe Dembinsky, Secretary. The plan involves appointment of heads of various divisions who are made respons-ible for the functioning of their departments. Meetings of department heads are held fre-quently for general discussion of entire oper-ations. Through this method complete co-ordination of the entire organization is assured. Dembinsky reports that the new plan has JERRY O'CONNER . . . Is West Michigan's new sales man-ager. resulted in increased production and notice-ably increased efficiency in management. Davidson-Boutell Corp. Formed Organization of the Davidson-Boutell Co., to own and operate the Davidson Furniture Co., Kansas City, Mo., and Boutell Bros., Minneapolis, Minn., was announced by S. Davidson, head of Davidson Co. The new-corporation is one of two formed to take over the entire Davidson furniture store in-terests in Des Momes, Minneapolis, Kansas City, Waterloo, Iowa and Tulsa, Okla. Lewisburg Expands The Lewisburg Chair Co. of Connecticut, due to the large volume of business done in 1936. have found it necessary to make an addition to the plant in order to take care of great increase m production. The newr 1937 line will be shown in Janu-ary at the Lewisburg space in the American Furniture Mart, Chicago, and at the Xew York Furniture Exchange, both being year 'round exhibitions. Los Angeles Winter Market According to A. V. McDonald, managing director of the Los Angeles Furniture Mart, the new and better lines of homefurnishings to be shown at the Los Angeles winter mar-ket, opening Jan. 25, will bring the furni-ture industry further into new high recovery territory. The most concerted, impressive drive for business in the history of Western markets will be launched by manufacturers encouraged by the new and favorable freight rates which will result in a saving in landed costs for dealers in many sections of the country and by increasing interest of deal-ers in distant states and foreign countries in homefurnishings exhibited in Los Angeles. Building improvements, new decorative schemes for display spaces which will set off the new merchandise, are now under way. New furniture styles adapted to the modern mode and the best in traditional will be dis-played by manufacturers who have put into their creations the most improved construc-tions, upholstery fabrics, finishes. There will be more blonde creations than previously, chief among them being plati-num grey, a smooth, translucent finish with high polish. Walnut in butt and oriental veneers will be the predominating wood, with some oak, maple, mahogany, Philippine ma-hogany. In the mahogany field, there will be different finishes ranging from dark brown to deep red, representing authentic shades used by the 18th century craftsmen Sheraton, Chippendale, Heppelwhite, Adam Brothers, Duncan Phyfe. Lesser known woods for occasional pieces, trimming, will include lacewood, satinwood (in darker fin-ish than usual) avodire, acacia, myrtle, Bu-binga. Knotty pine in sand and rawhide shades will be featured in nautical and pio-neer suites. In addition to the extensive market pro-gram, the Furniture Manufacturers' Assn. is planning an entertainment schedule for dealers and families, among which will be various trips to Hollywood, resorts, Los An-geles suburbs; climaxed by dancing at the Biltmore Bowl. Negotiations with rail car-riers for more favorable rail rates for out-of-state dealers are being made. New Buettner Buyer Appointed general merchandise buyer for the Buettner Furniture Co., St. Louis, Mo., was Harry W. Kornhardt. Lewisburg Chair Co., Conn., recently expanded to meet increased production. l o r JANUARY. 1937 29 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 30 FINE FURNITURE Homefumishing News and Reviews Mueller Sees Better Business According to recent statement of Frede-rick H. Mueller, president of Mueller Furni-ture Co., Grand Rapids, and of the Nation-al Ass'n of Furniture Manufacturers, the Grand Rapids furniture industry is employ-ing at least 8000' men, approximately 15% of the total employees in the city. The ma-jority of furniture factories in Grand Rap-ids are operating at practically full force. Pointed out Mueller, "Any man who is a good, skilled furniture worker can find em-ployment in the plants here, for, although there is not a shortage of skilled labor in the industry, I think there is a place for every skilled workman who wants a job." Records show that steadily rising pay-rolls have increased at least two and a half times the depression lows of 1932, 1933, and this year total payrolls are approximately 40% above the total of last year. "In addition," continued Mueller, ''there has been in the last year steady work which has made the furniture worker's pay envel-ope the envy of others, who although they may have received a higher hourly rate, have not had continuity of employment." 3 Tacoma Stores Consolidate Consolidating their interests, the Standard Furniture Co., the Washington Furniture Mfg. Co., and L. Schoenfeld & Sons, Ta-coma, Wash., have formed a new company, to be known as Schoenfeld's, Inc., Berman Schoenfeld, president of the new firm, an-nounced Dec. 3. The individual firms will retain their former names; other officers of the new firm arc: L. K. Schoenfeld, A. VV. Wormwood and Ralph A. Schoenfeld, vice-presidents; Berman Schoenfeld, Jr., treas-urer; Herbert A. Schoenfeld, secretary, and Melville Monheimer, assistant secretary-treasurer. O'Brien At Adams, Inc. Announcement of the appointment of R. J. O'Brien as manager of the Des Moines, la., branch of Adams Wholesalers, Inc., was made Dec. 6, by Fred Adams, Waterloo, la., president of the company. The firm is a distributor for Norge house-hold appliances, including electric refriger-ators, washing machines, ironers, air condi-tioning equipment, electric and gas ranges, oil and gas burners and stokers. Anniversary Sale Four floors of the modernized furniture store, Miller & Dobrin, Inc., Passaic, N.J., have been re-arranged for their double anni-versary sale which is in celebration of the store's 10th year in business, its first at its present location. The firm also announced Dec. 4, salary increases ranging from 10% to 15% for all employees, based on the fact that reports show 1936 to be one of their best years. Standard Co. Largest With the addition of 25,000 feet of floor space, the Standard Furniture Co., San Diego, Cal., covers more space (116,000 feet) than any other furniture store in the country, according to Joe Dryer, head of the company. Says Dryer, "This doesn't mean that there aren't larger stores in the country, but none of them deals exclusively in furniture." In the new addition is an already popular feature, "Furniture Lane," 14 model rooms built into the outer 15 feet of the section, a paved walk extending from the sidewalk back along the show-windows, making the rooms available to public view during all hours. Rigney Heads Assn. Named president of the Dallas Retail Furniture Assn. was F. L. Rigney, at the annual meeting of the organization Dec. 10. Other officers elected were J. W. Stanford, vice-president; H. McManus, secretary-treasurer, and Directors Louis F. Rick, C. B. Anderson, S. N. Cathey, William Kelley. High Peak for Pianos President of the National Piano Manufac-turers Assn., L. P. Bull, recently announced that 1936 has been the biggest year for the piano industry m a decade and that a fur-ther increase in piano sales, higher prices, plant expansion, lie ahead of the industry in 1937. Said Bull, ''This year piano shipments reached a high peak; the industry has accu-mulated the biggest backlog of unfilled or-ders ever reported." Piano shipments during 1936 rose 36% above shipments in 193S and were 242% greater than in the low year, 1932, and un-filled orders are sufficient to run the entire industry at capacity for a full month, ac-cording to Bull. Figures show that sales this year show a rise in dollar volume, retail, from around #6.000.000 in 1932 to $20,- 000,000 in 1936. Responsible for a good part of the pres-ent demand is the restyling of the piano, making it smaller and in period styles which are more adaptable in the modern home. New Whitney Features Styled and planned by Monabelle L. Kerr, R. Stanley Kerr, W. F. Whitney Co., South Ashburnham, Mass., two model showrooms, eight feet deep with plate glass fronts, will be featured in the Whitney display in the Waters-Klingman Bldg., at the January mar-ket. Large enough for a model house, they may be easily converted into displays for store windows. In each, bedroom and living room respectively, New England groups will be used, peasant decoration in red, white and blue; a floor-covering in the bedroom by Firth from the Farmhouse group will be shown for the first time. The living room is pine-panelled on one side, the remainder being papered in authentic copy of Marble-head. Other new features to be shown will be a new finish, Heirloom maple, amber colored, copied from an heirloom highboy in the Whitney family, a de luxe upholstered line with hair and down filling. The Whitney house will not be discarded, but the most perfect example of New England house is being sought. Doezema Co. Leases New Site The Doezema Furniture Co., manufac-turers of carved bedroom, dining room fur-niture, has leased the building at 519-23 Monroe Ave., more than doubling their floor space thereby. The lease will run for three years, includes an option to purchase the property which it plans to occupy by March 1 with about 75 men employed. Child Craft Moves General offices of the Child Craft Guild, formerly in the Architect's Bldg., Detroit, are now located in the offices of their asso-ciates, the Carrom Co., at Ludington, Mich. Plans for the two companies' 1937 program include complete re-arranging of factory; re-tooling in order to produce a larger line of children's nursery furniture in addition to a line of institutional furniture, Toy Depart-ment tables and chairs. Piser's Pay Bonus A Christmas cash bonus of $5000 was paid to the 100 employees of the Piser Fur-niture Co., New York, according to an an-nouncement made by president Jack Selig, Sr., which represented at least a week's sal-ary to each employee, determined by length of service. Perfection Catalogue The 1937 catalogue of the Perfection Stove Co., Cleveland, Ohio, is an informative 52- paged booklet of full color illustrations which include devices for cooking, refriger-ating, space heating and water heating. The Perfection Stove Co. refrigerators and air-conditioning heating plants are sold through exclusive distributors and dealers on a fran-chise basis, and separate catalogues are is-sued by these divisions. Englander Shows In Waters-Klingman Announcement is made by Frank D. Mc- Kay that the complete lines of the Englan-der Spring Bed Co., Brooklyn, N.Y., will be shown in the Waters-Klingman Bldg., Grand Rapids, and the Merchandise Mart, Chicago. . Royal-Wilhelm Ads J. O. Buckeridge & Co., Inc., Detroit, has been appointed to handle advertising of Royal Wilhelm Co., Sturgis, Mich., a furni-ture manufacturing company which has en-tered the trailer field; will use magazines, business papers, direct mail, as a medium. Katzman-Freeman Dissolved Announcement has been made that the present Katzman-Freeman Furniture Co., Gouverneur, N.Y., was dissolved by the partners following a sale of its $25,000 stock of home furnishings, Dec. 4. Howard Free-man, owner of half-interest in the company, assumed complete ownership Jan. 1, at which time the firm became known as the Freeman Furniture Store. f o r JANUARY, 1937 31 JOHN I. SHAFER HARDWOOD CO. SOUTH BEND, INDIANA 'Phone 3-3108 Saw Mill — Sparta, Tennessee Service Yard Modern Dry Kiln Steam Heated Storage Shed Logansport, Indiana A full line of Air Dried and Kiln Dried Indiana and Tennessee Hardwoods, Including Hard and Soft Maple, Oak, Poplar and Walnut Immediate Shipment by Rail or Overnight Delivery by Our Own Truck Only the highest grade im-ported waxes and pure tur-pentine are employed. A little Asco goes a long way. SATISFACTORY RESULTS GUARANTEED Sample upon request Prepared by ASCO CHEMICAL COMPANY 239-43 Alabama Avenue Brooklyn, New York Makers of Asco Leather and Saddle Soap THE FINISH IS IMPORTANT Preserve It With A S C O " Quality as high as the Alps " Asco is an outstanding Polishing Paste for finishing purposes. Enhances the beauty of all fine Wood and Leather Furniture, etc. Produces a brilliant lustre. Protects surfaces from discol-oration. Reg. U. S. Pat. Off. SETH PARKER a Victorian styled chair, modernly sophisticated, will fit in almost any type of room with a properly selected cover. It also permits the building of numerous inter-esting living room ensembles. ANNE HATHAWAY is a high-in-value chair in a price range that enables you to feature it in your advertising and your floor displays. Let us send you photographs and prices on these two chairs that are proving sale-builders in many important stores. Name and Design Reg. U. S. Pat. Off. CHAIR Vander Ley Bros, •wish their customers and the trade a happy and prosperous New Year. Vander Ley Bros., Inc. 300 Hall Street GRAND RAPIDS, MICH. Permanent showroom, Keeler Bldg. We appreciate your mentioning you saw this in FINE FURNITURE 32 FINE FURNITURE Homefurnishing News and Reviews Penn Employees Exempt Expenses which would otherwise devolve upon their employees under the Social Se-curity Act beginning Jan. 1, will be borne by the Penn Furniture Co., which maintains branch stores in Johnstown, Pa.. Altoona and Somerset, Pa., according to recent an-nouncement made by Isador Klatzkin. man-ager of the Johnstown store. This ar-rangement was decided upon in accordance with the national trend of companies and corporations to provide wage increases or bonuses for their workers, and includes pay-ment by the company of both employers' and employees' assessments of the social se-curity program. 50-Year Celebration Chairman of the Board of the Eagle-Ottawa Co., William Hatton, recently celebrated an anniversary representing his 50th year in this country. Just one-half a century ago, "Bill" arrived in the United States, a poor many, a hospital, a gymnasium to his home town. A sincere American, his aim is to do things which he feels will be for the best interest and welfare of the American people. Regarding the great tannery which he has developed with so much success, Hatton says, ''There is nothing like leather, there never has been and probably never will be. Providing, of course, it is good leather." Dykeman At Fancher's William Dykeman, formerly connected with the Jamestown Mantel Co., has ac-quired an interest in Fancher Furniture Co., Salamanca, was elected a director, general manager of the company. 1st Ad Campaign The first consumer advertising campaign in the 50-year history of the Artloom Rug Corp.. Philadelphia, will be handled by J. Walter Thompson Co. '..:.< i >* "Bill" Hatton, Eagle-Ottawa Leather Co., celebrates 50th anniversary with iamily get-together. immigrant boy from Ireland. Coming over in steerage, his first job was to look for work. Became a man of prominence in the business world in this country and abroad; well-known throughout the state in public affairs, he has been a great benefactor in Grand Haven, the community m which he lives. Has given well paid employment to Robinson Heads Charlotte Assn. Elected president of the Charlotte Retail Furniture Dealers Assn. was Harold G. Robinson at the annual meeting Dec. 17. Other officers elected were: A. R. Edwards, vice-president; C. M. Farris, secretary-treasurer; O. A. McKeithan, public relations chairman. Bird Cage Book The Andrew B. Hendryx Co., New Haven, Conn., has issued its 45th catalogue which marks the current peak of its accomplish-ments in the manufacture of quality bird cages. Prepared with the definite purpose of making it easy for retailers to buy and to sell Hendryx products, this booklet is illustrated with various bird cage styles and constructions, the prices of which are marked double wholesale. JOURNEY'S END HOOVER—Middletown, Ohio Marshall M. Hoover, 60, manager of the Middletown F. Cappel Furniture store, died suddenly Nov. 10 of a cerebral hemorrhage. HALL—Ardmore, Oklahoma Cyrus P. Hall, 70, widely known Ard-more furniture dealer, died Nov. 12, after a several days' illness. KELLEY—Delaware, Ohio Lawrence P. Keliey, 57, owner of the Blair-Kelley Furniture Store, Delaware, Ohio, died Nov. 29, after a heart attack. ANDERSON, Franklin, Pa. Robert T. Anderson, 64, Franklin furni-ture dealer, died unexpectedly Dec. 3. BUTLER—Wilmington, Pa. John F. Butler, 32, vice-president of the P. J. Butler Furniture Co., died Dec. 4 after a three weeks' illness. WINBERG—Chicago, 111. Ray Winbcrg, brother-in-law of Michael J. Karpen, president of the Los Angeles firm of S. Karpen & Bros., was killed in an elevated train wreck Nov. 23. KELLOG—Los Angeles, Cal. Charles M. Kellog, 53, president of the California Furniture Shops, Los Angeles, died suddenly at Hot Springs, Ark., Nov. 20. A member of the Furniture Manufac-turers' Assn., Kellogg had been in the furni-ture business approximately 15 years. STORAGE MOVING Packing Shipping Phone 9-3293| I BLODGETT PACKING & STORAGE CO. f o r JANUARY, 1937 33 -";•«£, The MOST ECONOMICAL ROOM HEATER MULTIGLO ELECTRIC HEATER ; The MULTIGLO is unlike any heater you have ever seen before. It is the first genuinely practical device ever created for auxiliary heating needs. The MULTIGLO is only 15" high, weighs but 5% pounds. It is round and contains six heating elements with a convex chromium reflector behind each. The MULTIGLO represents an entirely new departure in room heating devices and does not throw a beam in one single direction. It heats the entire room. Plug into a wall socket and immediately the cold air is absorbed, heated and diffused in every direction. This constant diffusion and air replacement causes a natural circulation of healthful warmed air that penetrates every part of the room. The MULTIGLO can be placed anywhere or used any-where with no possibility of damaging fine furniture. A handle on MULTIGLO, which folds snugly away when not in use, makes it possible to conveniently carry the heater to any part of the house where heat is needed. GUARANTEE. The MULTIGLO is guaranteed for two years against defective workmanship or parts. The company agrees to replace or repair any defective parts which may develop under normal use provided the MUL-TIGLO is used on the voltage circuits marked on the name plate. Quick heat when you want it, in any room. Warm floors to protect the children from drafts. No room is "hard to heat" if you have a Multiglo. Easily car-ried from one room to another. Handsome appearance adds beauty to any room. Harmonizes with any color scheme. The perfect heater for trailer and the home. Can be used in both. Retail price $16.50— subject to regular discounts as indicated in this Magazine. Patented and Manufactured by C. T. ELECTRIC CO., Div. J. C. Mfg. Co. Jackson, Michigan, U. S. A. We appreciate your mentioning you saw this m FIXE FURNITURE 34 FINE FURNITURE J S-EYE NEW YORK IF YOU aimed an arrow at the heart of New York, you would likely hit Hotel McAlpin. This fine hotel is one block from Penn Station, five minutes from Grand Cen-tral, across the street from the world's greatest department stores, one block from Fifth Avenue and its smart shops, four minutes walk from the Theatre District . . . 15 minutes from Wall Street . . . Search where you will, you won't find a more con-venient location in New York. JOHN J. WOELFLE, Manager. $n .50 per day * Single -ROOMS WITH BATH FROM- $/l .00 per day T1 Double H.50 per day Twin-bedded HOTEL McALPIN "The Center of Convenience" BROADWAY AT 34th ST., NEW YORK CITY • • A GENUINE OPPORTUNITY FOR REAL SALESMEN KAMMAN FURNITURE, Inc., creators of "KANAKINS" and leading designers and producers of "STYLE AT A PRICE" furniture, are expanding their activities and desire high grade salesmen to sell Boudoir Chairs, unusual Maple Floor Lamps, Maple Chairs and luxurious Lounge Chairs, and a short line of Modern Dinettes in these territories: New England; Maryland, Delaware and Washington, D.C.; Western Pennsylvania and West Virginia; South-ern New Jersey; Indiana except Indianapolis; Illinois and Wisconsin, except Chicago and Milwaukee; Minne-sota and the Dakotas; Iowa, Nebraska, Missouri; Kan-sas, Oklahoma; and all of the Southern States. Write full details to Kamman Furniture, Inc., 1201 Chest-nut St., Philadelphia, Penna., or apply during market at our exhibit on 7th Floor, Keeler Bldg, Grand Rapids, Michigan. • • JUST ASK US If you need Furniture . . . House Furnishings . . . Salesmen in your store or factory or any information pertaining to the Furniture and House-Furnishing industry . . . JUST ASK US FINE FURNITURE 1 55 Ottawa Ave. N. W. Grand Rapids, Mich. Martha Hixon rocker, No. 700, mahogany $25.90, walnut $23.90. DURA BEAUTY... Offering a complete line of occasional, office chairs, rockers, diners, and chairs for the bed-room and hall, the B. R. Smith Chair Co. pre-sents a line that is unequaled in price and quality. All frames are of solid walnut and mahogany. We never substitute. The No-Sag spring construction employed insures solid, comfortable as well as decorative chairs. 1708 MERCHANDISE MART CHICAGO AT THE JANUARY MARKET R. SMITH CHAIR COMPANY INCORPORATED i o r JANUARY, 1937 35 GRAND RAPIDS' MOST POPULAR EXHIBITION BUILDING Here you will see the lines that represent the cream of the furniture industry. In the Waters-Klingman Building are housed FIFTY PER-CENT of all the exhibits in the Grand Rapids Market. EVERY BUYER who has attended the last two Grand Rapids markets has paid at least ONE VISIT to the Waters-Klingman spaces. Why ? Because only in the Waters-Klingman Building can he find a complete assortment of decorative home furnishing merchandise to meet his every requirement. " YOU'LL FIND IT IN— THE WATERS-KLINGMAN BUILDING" ALLEN CHAIR CO. ARCADIA FURNITURE CO. AMERICAN AUTO-FELT CORP. BARTON FURNITURE CO. J. BART UPHOLSTERY CO. BECHTOLD BROS. UPH. CO. BOBB FURNITURE CO. BROWER FURNITURE CO. BROWN BROTHERS CO. COCHRAN CHAIR CO. CONANT-BALL COMPANY CUYAHOGA FURNITURE & LAMP CO. DA VIES FURNITURE CO. DOEZEMA FURNITURE CO. DUTCH WOODCRAFT SHOPS EAGLE-OTTAWA LEATHER CO. ESTEY MFG. CO. FALCON MFG. CO. FICKS REED CO. FINE ARTS FURNITURE CO. EXHIBITORS GRAND LEDGE CHAIR CO. G. R. FANCY FURNITURE CO. G. R. BEDDING CO. GRAND RAPIDS LOUNGE CO. GUNN FURNITURE CO. HART MIRROR PLATE CO. HERMAN FURNITURE CO. HERRMANN LAMPS, INC. HOLLAND FURNITURE CO. ICOVE MFG. CO. JAMESTOWN LOUNGE CO. KOZAK STUDIOS KUCHINS FURN. MFG. CO. LENTZ TABLE COMPANY LOEBLEIN, INC. MoKIM & COCHRAN FURN. CO. MANISTEE MFG. CO. MENTZER REED COMPANY MURRAY FURNITURE CO. F. A. NICHOLS CO. O'HEARN MFG. CO. A. S. PAYNE, INC. PIAGET-DONNELLY CO. RAND-McNALLY & CO. RED LION FURNITURE CO. RED LION TABLE CO. ROCKFORD CHAIR & FTJRN. CO. SHAW MFG. CO. SKANDIA FURNITURE CO. CHARLES R. SLIGH COMPANY STICKLEY BROS. CORP. THANHARDT-BURGER CORP. U. S. FURN. SHOPS, INC. WARSAW FURN. MFG. CO. WEST MICHIGAN FURN. CO. W. F. WHITNEY CO. WILLIAMS-KIMP FURN. CO. WOLVERINE UPHOLSTERY CO. WOODARD FURNITURE CO. We appreciate your mentioning you saw this in FINE FURNITURE 36 FINE FURNITURE C L A S S I F I E D ADS Classified rates: Undisplayed, 5 cents per word. Minimum charge $2. Display rate, $5 per column, inch. One inch minimum. Minimum display advertise-ment accepted. 2 inches. Classified charges payable in advance. Ten pet cent discount for three or more insertions. Do you have calls for unusual fur-niture? Are you looking for sales-men, wholesale or retail? FINE FURNITURE'S classified ads bring results. PLYABLE-LAK-ER-FIL (Patsnt Pending) Sixty glazes in natural and colors for furniture, boat bungs, canvas decks, im-perfections in wood, metal and concrete. Fast drying, non-shrinking, stain able; water, alkali, lacquer and highly acid proof. Sample can parcel post 15c anywhere in the U.S.A. (Give color and purpose.) PLYABLE-LAK-ER-FIL COMPANY LANSING, MICH. FULL COVERAGE FINE FURNITURE display and class-ified advertisements reach the cream of the retail furniture trade, covering retail furniture and housefurnishing stores, department stores with furni-ture and housefurnishing departments and interior decorators. Reader interests, large distribution and low cost of advertising, distribu-tion considered, make FINE FURNI-TURE a sure fire medium for maximum results. Full information and rates on request. Address Fine Furniture Magazine Grand Rapids Michigan FOR SALE • Best rug racks, same as new. We have one hundred—12 ft; twenty-four— 8 ft. 3 in. x 10 ft. 6 in.; eighteen—6 x 9; six—7 ft. 6 in. x 9; sixty—36 x 72 arms; one—KEEN 27-in. display rack at half price. Andre & Andre, Jacksonville, 111. MAILING LISTS GET OUR FREE REFERENCE MAILING CATALOG W L KIMERLY — STUDIO — WATERS-KLINGMAIV BLQ, RAPIDS William Furniture 42 East New w. Flusser Representative 52nd York Street City WANTED • Experienced salesmen or show-room connections for high grade bedroom line. Now showing in Grand Rapids. Ad-dress FINE FURNITURE office, Box 125,, giving full particulars. Gives counts and piices 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 sucK as professional men, auto owners, income lists, etc. Write today for your copy R.L.POLK&CO. Polk Bldg.—Detroit, Mich. Branches in Principal Cities World's Largest City Directory Publishers Mailing List Compilers. Business Statis-tics. Producers of Direct Mail Advertising. Subscribe for FINE FURNITURE $2 per year in United States CHARLOTTE SOLIDS SCORE Enlightened dealers supply the increas-ing customer demand for SOLID walnut or SOLID maple by showing Charlotte suites. Smartness of design and style combined with faultless con-struction will bring the satisfaction that results in future profits. Recog-nition of the importance of careful construction and durable materials has been proven by the demand for Charlotte SOLIDS. DISPLAYED IN AMERICAN FURNITURE MART No. 217 dresser base and mirror in solid blonde maple, solid wood dust-proofing, wood pulls with chromium band. Three pieces, $132. Four pieces, $(92. CHARLOTTE FURNITURE COMPANY CHARLOTTE MICHIGAN We appreciate your mentioning you saw this \% FIXE FURXITURE f o r J A N U A R Y , 1937 37 Fl N EST AN D LARGEST HOTEL A warm cordiality, an atmosphere of rare beauty and good taste and a sincere regard for your well-being await you HERE. Our modern facilities—service and the fine foods that make comfortable living away from home enjoyable, are yours to command. 750 OUTSIDE ROOMS WITH BATHS oosevehr AIR CONDITIONED ROOMS AT LOW COST We appreciate your mentioning you saw this in FINE FURNITURE 38 FINE FURNITURE - - •• . " j K TEGO-BONDING MEANS EXPOSURE-PROOF PLYWOOD PLYWOOD that is really proof to water, weather and mold has become an established commercial product in the past two years. Tego-bonding,—gluing with dry resin film adhesive,—has made the avail-ability of such a material a fact. Tego-bonded plywood offers not merely improved resistance to moisture and exposure breakdown. It offers perma-nent assurance against delamination due to glue deterioration, whether from water, climate changes or mold growth. Tego Glue Film is manufactured by THE RESINOUS PRODUCTS AND CHEMICAL CO., Inc., Philadelphia. RESINOUS PRODUCTS A D V E R T I S E R S ' I N D E X Asco Chemical Co 31 Asher & Boretz, Inc 6 Bethlehem Furniture Corp 6 Blodgett Packing & Storage Co 32 Charlotte Furniture Co . . 36 Collins & Aikman Corp Inside Front Cover C. T. Electric Co 33 Fine Arts Building 5 Fischer Furniture Co 38 Grand Rapids Chair Co. . . 1 Grand Rapids Furniture Exposition Assn. Inside Back Cover Grand Rapids Varnish Co. 8 Grand Rapids Wood Finishing Co 40 Harrison Hotel 39 Irwin Co., Robert W Back Cover Lewisburg Chair Co. 3 Lynch Sales Co., Joseph P 29 Lyon Furniture Mercantile Agency 39 McAlpin Hotel 34 Paalman Furniture Co 39 Resinous Products 38 Roosevelt Hotel 37 Shafer, John I 31 Smith Chair Co., B. R 34 Vander Ley Bros., Inc 31 Waters-Klingman Bldg 35 Widdicomb Co., John 7 The Williamsburg Galleries 6 Wolverine Upholstery Co 2 SAFEST BUNKBED BUILT ~ " * - - ' • • ' ' • • • - • " — - • " • ' ' - ' • * ' - * : . Dressers and Chiffon-iers, Free Wheeling Center Bearing Drawer Guide by "FISCHER" This maple finished, hardwood, bunkbed with detachable twin beds, springs, guard rail and ladder, suitable for juveniles or adults, 80" long, 40" wide, 67" high. $39 COMPLETE Photos and prices furnished upon request FISCHER FURNITURE CO. 400-418 North May St. Chicago, Illinois We appreciate your mentioning you saw this in FINE FURNITURE f o r J A N U A R Y , 1 9 3 7 39 Credits am (Mediom, TA "^ - LYON A EBEJsSSi^r / / •Kf 7 LI vvIN /rU^ITU^E MERCANTILE AGENCY ARTHUR S. LYON, General Manager Est. 1876—Publishers of LYOIS-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 OFFICES N«w York, N. Y 185 Madison Av». Boston, Mass ..North Station Industrial Building Philadelphia, Pa 12 South 12th St. Cincinnati, Ohio - _ 6 E. Fourth St. Chicago, 111 „ 201 North Wells Street Grand Rapids, Mich Association of Commerce Bldg. High Point, N. C _ Wachovia Bank Bldg. Los Angeles, Cal „ 12th St. at Broadway FREE RADIO LOUD SPEAKER CIRCULATING ICE WATER TUB BATH OR SHOWER In Every Room . . With Direct Entrance to Hotel RATES— P w , m f $ 2 . 0 0 Single r r o m \ $3.00 Double HARRISON HOTEL HARRISON STREET (Just OH Michigan Blvd.) ANDREW C. WEISBURG, President EDWARD W. JACKS, Manager I L L U S T R A T E D B O O K L E T S E N T U P O N R E Q U E S T FOR TWENTY YEARS PAALMAN HAS BUILT QUALITY Quality of style; quality of workman-ship; quality of materials have been strikingly evident in Paalman's 20-year quality reign. The unusual values in the Paalman line are the result of a well defined designing and manufactur-ing policy. In line with today's upward trend in preference for better furniture, we have executed fresh designs for our diversified display which are priced to enable you to realize profit — and to satisfy the customer demand for value and economy. Don't fail to see the new Cellarette in the January Market. Cocktail table, No. 2805 (above). Hospitality table, No. 101 (below). PAALMAN FURNITURE COMPANY GRAND RAPIDS, MICH. Display 4th Floor Keeler Building 40 FINE FURNITURE f NOW is the Time to Prepare for the Forthcoming Demand for CUSTOM FINISHES In French Provincial, Victorian and Peasant Creations, as well as for the Traditional styles in this Mellow Patina Treatment. Our LABORATORY has produced this Custom Finish effect by a more simplified and Economical Procedure, and with Greater Finish Durability than is possible by the European Method. Our Service Department will gladly furnish full information for producing this type of finish, or will apply same to your wood in the cor-rect color treatment for any of the periods in which you may be inter-ested. EVERYTHING k FOR i . FINISHING . WOOD - GRAND RAPIDS WOOD FINISHING CO. Grand Rapids, Michigan We appreciate your mentioning you saw this in FINE FURNITURE

Date Created:

1937-01-01T00:00:00Z

Data Provider:

Grand Rapids Public Library (Grand Rapids, Mich.)

Collection:

2:1

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/85