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1. Fine Furniture; 1937-03

Notes:: Issue of a furniture trade magazine published in Grand Rapids, Mich. It began publication in 1936. and MAGAZINE GERTRUDE M. HENDRICKS "And still be doing, never done." (See page 20) Two dollars a year 20 cents a copy MARCH • 1937 Grand Rapids, M i c h i g a n ONLY THE GREAT Combining artistry and dependability through three-quarters of a century of service, the John Widdicomb Company has established a precedent for leadership in the manufacture of quality furniture. Employing the finest woods, these superior craftsmen are compar-able to only the great cabinetmakers in their faithful and fine reproductions of the Eighteenth Century. ! > - " . • • . ' . 1 i 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 NOTICE • ALL PRICES QUOTED ON ILLUSTRATIVE AND ADVERTISING PAGES IN FINE FURNITURE ARE "NUMBER"—(DOUBLE WHOLE-SALE)— THUS MAKING THE COST TO LEGITIMATE HOME-FURNISHING MERCHANTS ONE-HALF THE QUOTED PRICES SUBJECT TO REGULAR TERMS. P L E A S E R E M O V E T H I S S L I P > • • ' • . " UPON OPENING FINE FURNITURE SO THAT THE MAGAZINE MAY BE USED FREELY WITH THE CONSUMING TRADE. DUE TO PRICE INCREASES ANNOUNCED BY MANUFAC-TURERS, PRICES QUOTED ARE SUBJECT TO CHANGE WITH-OUT NOTICE. . • I • I • . % * - : 398 Davenport as shown in "N" grade velvet — $159 In Orinoco velvet — $178 flCCEPTANC ASSURED 398 Chair as shown in "N" grade velvet—$84. In Orinoco velvet—$98 Living room groups that are reproduced from the best in historic and modern designs are the notable features of the Wolverine line. Carefully selected fabrics in great variety of colors and weaves are employed in our in-creased line of love seats, chairs and sofas, which have been fashioned to permit profit for the dealer and to satisfy customer demand for exclusive patterns in style-tailored groups. DISPLAYED IN WATERS-KLINGMAN BUILDING WOLVERINE UPHOLSTERY CO, GRAND RAPIDS MICHIGAN We appreciate your mentioning you saw this in FINE FURNITURE FINE FURNITURE »J M» 1 1U mU J j ^1« mm • • » • • • • • • • Your Assurance ... of Quality KINDEL Leaders in Traditional 18th Century Mahogany reproductions and adaptations Specialists in Mahogany for the bedroom Kindel Grand Rapids Furniture Co. Michigan FlN€ FURNITURC the Homefurnishing Magazine from the Furniture Style Center of America VOLUME 2 1937 NUMBER 3 GEORGE F. MACKENZIE, President PHIL S. JOHNSON, General Manager ROD G. MACKENZIE, Editor VIRGINIA R. ULRICH, Associate MARCH-Boiling Wake 5 Page Nine 9 Gliding in Swingtime 10 Sales Promotion and Advertising, by Ralph Spangler 12 Furniture Frolics, by Ray Barnes 15 The Sketch Book, by Fred Hill, Jr 16 Color, by Phyllis Field Cooper ... 18 G. R. Guilders 21 Retailing Tips 22 Among Those Present ... 24 The Home of the Month 25 Homefurnishing News and Associations 26 and 27 Journey's End 28 Published monthly by the Furniture Capital Publishing Co., 155 Ottawa Ave., N. W., Grand Rapids, Mich. Acceptance under the Act of June 5, 1934, authorized April 30, 1936. FINE FURNI-TURE copyright, 1936. Eastern office: R.K.O. Bid., 1270 Sixth Ave., Room 906, New York City, phone CIRcle 74339, S. M. Goldberg, representative. Chicago .office: 307 N. Michigan Ave., phone CENtral 0937-8, Bassler & Weed Co., representatives. Subscription rates: $2 per year in the United States and American Colonies; $3 in Canada and foreign countries; single copies, 20 cents. m m i i i m n m n »TiT¥TiT¥TiTi We appreciate your mentioning you saw this in FIXE FURNITURE f o r M A R C H , 1 9 3 7 i 1 \ \ I I 'I, \Wv i I111) IIOPPORTUDITY 1937 will be a big year for furniture merchants. The great forward sweep of national recovery is gaining momentum every day. And with it, the desire to re-plenish and refurnish homes with good furniture is being translated into active, cash-on-the-line demand. That's why the kind of furniture for which the Grand Rapids Furniture Exposition is traditionally famous, is getting the call today. Thousands of progressive deal-ers can substantiate that fact. Right now, a greatly increased business in Grand Rapids exhibited furni-ture is being done on a nation-wide scale. And ac-cording to all reliable indications, this decided trend is bound to continue with greater impetus during 1937. At the January Market in Grand Rapids, dealers found creative styling and quality construction that definitely set the pace, that presented an unprece-dented array of good promotional merchandise . . . furniture that will run your volume sales to new profit peaks during 1937. Attendance at the November mid-season Market in Grand Rapids showed a 100% increase over the cor-responding market for 1935. The January Market followed the pace set in the fall market and showed a 20% increase over 1936. GRflltD RflPIDS FURI1ITURE Exposmon association iton BARCLAY Dright btars 01 the bhows The various furniture shows gave a splendid "performance" by way of forecasting the increased opportunities of the new selling season. As usual, a number of products stood forth as "star performers." Among these were the smart new fabrics in the 1937 Ca-Vel* line by Collins & Aikman Cor-poration. Shown here are a few of the items most vigorously "applauded" —with orders! Set your stage for a fast-selling season with a representative line of furniture covered with the new Ca-Vel fabrics — the "bright stars" of all the furniture shows. COLLINS Sc AIKMAN CORPORATION I 200 Madison Avenue, New York, N. Y. Merchandise Mart, Chicago, 111. Weavers of Ca=VeI Fabrics All Mohair Fabrics Guaranteed Against Moth Damage for 5 Years! *Reg. U. S. Pat Off f o r M A R C H . 1937 THE BOILING WAKE In Defense of Ads Last month on your ''Boiling Wake" page, P. L. T., Omaha, took exception to my using actual advertisements to show that all classes of dealers, from the borax store to the most exclusive studio type, were using GROUP SELLING to make their cash register ring more often. The article started with the words, ''You have met the furniture man who condemns every other merchant who does not believe just as he does; but you know there arc excellent merchants to be found in each class of store . . . men who make money . . . men who are a credit to their com-munity." No claim is made that these advertise-ments pictured are perfect. Too many of my own creep in, for that. They are used to illustrate ideas. Ideas that can be used by alert merchants in any class of store in any city. Unfortunately for those of us who favor fine furniture, the merchant selling "borax" furniture is too often the quickest to adopt and use the best promo-tional ideas. R. S.. Oklahoma City. Okla. Art for Art's Sake The Paris sketch in connection with Chet Shafer's page was a "'loozy". The less Art has to do with reading-matter the better the effect! G. B. D., Battle Creek. Mich. Profitable Praise I wish to acknowledge the receipt of the magazine FINE FURNITURE. That was a very splendid write-up you gave me and I thank you for your consideration. I also extend to your association my sincere thanks for their good will, and my only hope is that I shall live up to all of the many congratu-lations and best wishes I have received. If I am not imposing upon good nature, I wish you would send a copy of your periodical to the New York Office and also one to my apartment in New York City. T. A. D., Grand Rapids, Mich. We Thank You I wish to take this opportunity to thank you for your kindness in publishing the editorial concerning me m the February issue of FINE FURNITURE. If the statements are deserved one-half as much as they arc appreciated, I should certainly be very happy. However, without your help and that of many others in the Salesmen's Club, our progress during the past three years would have been negligible. I cannot stress sufficiently my appreciation of all that you did to help the cause, especially since you were not actually connected with the sell-ing of furniture and, therefore, your inter-est was entirely an unselfish one. Thank you again and with every good wish— C. R. S.. Jr.'. Holland. Mich. A "Yelp" for Spctngler The occasion of this "outburst" is an appreciative "yelp" for the excellency of the February issue of FIXE FURNITURE, with particular emphasis on the timeliness, practicality and illumination shared by Ralph Spangler, sales promotion and adver-tising director of TIarbour-Longmirc, start-ing on page 15 of this issue. You are doing good work, boys. Probably one of the most conclusive evidences is that you inspire the cooperation of executives of the initative. calibre and accomplishment of Ralph Spang-ler. E. G. W., Grand Rapids, Mich. A Call for Conklin I am very much interested in an article in your February number on page 30, describing the Conkin Refuse Feeding Sys-tem. I would appreciate it very much if you could advise me where I can get detailed information regarding this system. A. H. C, Randolph, Vermont What'sa Matter With Barnes? When Barnes' Furniture Frolics page does more to spice up your magazine than Chet Shafer himself—why do you leave him out in the February issue? Do away with Shafer and have two pages of Barnes. I say! P. M. C, Detroit, Mich. Noticed in the February issue that you've left out Barnes' page. I had hoped that this would be a permanent feature. It gives a personal touch to your magazine that makes it different from other trade papers. Why not continue it? R. G. J., Kalamazoo, Mich. I had always hoped, b'gosh, to pick up some future issue of FINE FURNITURE and find that I had rated Ray Barnes' Furniture Frolics page. Always turn to that page first, just in case . . . There must have been some mistake in the February issue — as you didn't run his "stuff". Am sure that it must have been oversight on your part (with all due respect to the staff) as you must know that his page pulls—and that seems to be your aim. Let's see some more of his "Frolicking"! S. K., Grand Rapids, Mich. Tinkle. Tinkle In the Till Noticed in the February edition of your very fine magazine that you have begun a new feature devoted to Associations and their activities. This is good stuff — and very informative. Thanks for making it easy to find and 1 hope that space permits your running this news separately every month. By the way, here's my $2 for a year's subscription of one of the best furni-ture publications I have ever seen! M. C. M.. Detroit, Mich. 1> Victorian Monstrosities Why all the fuss and turmoil over Vic-torian? It seems as if a good share of all your recent issues have been devoted to this era. Most of us thanked the high heavens to get out of those old horse-hair sofa days when homes had to be grim, chilly and musty to be in style. This revival of Vic-torian, promoted by a few decorators, de-signers and publishers, who, no doubt, have gone "stale" — and arc seeking something "new and different" to spring on the public — give me a pain. That is an era that we are well rid of — and I'm willing to bet that with ail the space you're stuffing with "the grace, beauty and dignity of a style of former generations.'' etc., won't make any of us forget how stiff and uncomfortable those Victorian monstrosities were! C. S. C, Topeka. Kan. Sugar and Spice What has happened to your Furniture Frolics page — and the Metropolitan collec-tion of museum pieces which you ran a while back? The former went a long way toward "spicing" up your publication and making it different from other trade maga-zines. The latter, in my estimation, was one of your best features. Why slump on these two just as you were off to such a splendid start? J. R. M., Houston, Tex. A FF Informative As a constant reader of your valued magazine, 1 am taking the liberty of asking you respectfully to kindly tell me where I could get catalogues and price lists on Furniture Repairing Outfits and Kits; also, on all such materials that are needed for refinishing and patching all kinds of furni-ture and radio cabinets, refrigerators; for repairing porcelain surfaces. J. G., Chicago, 111. 0 What —No Meat? It seems to me that Phyllis Field Cooper should spend a little more time writing to the retailer as long as she has chosen a trade paper "as her market. Her articles so far are grand stuff for the consumer — but since when has FINE FURNITURE sold on the news stand? Her last article on room back-grounds may be instructive and interesting reading for Mrs. Modern Homemakcr—-but it sure doesn't have much meat for us manufacturers. Why not have more articles of the Ralph Spangler type which are more constructive and really give us ideas.' P. M. 'I.. New York City. — o — Cozy — If Fantastic In my opinion, the best and most interest-ing feature of your magazine is the Sketch Book. This is really a good idea — with a punch in it! Only one so far that I object to — and that was the group of "stream-lined" furniture by an outstanding designer which you ran in the January issue. Why does one want to suggest speed in a chair? Presumably the home is a place of rest — the chair a thing to sit on in comfort. Your suggestion of using the hassock illustrated as being suitable for studio parties is cer-tainly cozy — if fantastic. The party would certainly be going good by the time eight persons seated themselves on one hassock "four back to back on the top and four on the extensions at the base." Presumably the four at the top would rest their feet on the heads of the four at the bottom. Oh, well, in these days, I guess anything goes. B'. P., Detroit, Mich. Hats Off! Was certainly interested in seeing the list of New Stores you ran in February FF. It seemed just like old times — the list was so lengthy. That is the best indication I've had so far that we're really coming out of the depression and getting a taste of pros-perity. You certainly have to take your hat off to Everett Westervelt. Peoples Furni-ture Co., San Bernardino. Cal. That 500% increase in sales sounded pretty good to me — and no one realizes better than I how much cold-blooded nerve it takes during these times to invest a lot of money in ad-vertising and modernizing a store in the hopes that the gamble will be well repaid. S. J. R., Kalamazoo, Mich. FINE FURNITURE it i i l SOLID COMFORT Customers in demanding smartness of style, combined with faultless construction of durable materials, are secure in their choice of Charlotte solids. That dealers every-where are supplying the cus-tomer demand for solid woods is shown by the constant re-orders for Charlotte suites. Sturdy, styled to sell, Char-lotte groups assure a lifetime of service, comfort and en-joyment. Bedroom group, No. 218, is made in mahogany and cherry and retails at $216, four pieces. DISPLAYED IN AMERICAN FURNITURE MART CHARLOTTE FURNITURE CO. Charlotte Michigan We appreciate your mentioning you saw this in FINE FURNITURE f o r M A R C H , 1937 " YOU'LL FIND IT IN— THE WATERS-KLINGMAN BUILDING" THE CREAM of the FURNITURE CROP At the Buyers' Headquarters where 50%—j— of the Grand Rapids Exhibits are shown The home of the most complete assortment of decorative homefurnishing merchandise, the WATERS-KLINGMAN BUILDING with its flexible space arrangements and personalized service, is Grand Rapids' most popular exhibition building. EXHIBITORS ALLEN CHAIR CO. AMERICAN AUTO-FELT CORP. ARCADIA FURNITURE CO. 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. GRAND LEDGE CHAIR CO. G. R. BEDDING CO. G. R. FANCY FURNITURE 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. McKIM & 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 & FURN. CO. SHAW MFG. CO. SKANDIA FURNITURE CO. CHARLES R. SLIGH COMPANY STICKLEY BROS. CORP. THANHARDTBURGER 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 yoit saw this in FINE FURNITURE FINE FURNITURE PAR EXCELLENCE! Grand Rapids Wood Finishing Company QUALITY exemplified Glazing Colors and Wiping Oil Stains Through research and execution of fine reproduction finishes—these antiquing necessities have been brought to the highest standard of excellence. Easy working qualities, freedom from settling, correct drying properties, silky tex-ture and fastness to light, make them welcome requisites in the production of better furniture finishing. Sample gladly furnished upon request. GRAND RAPIDS WOOD FINISHING CO. "Everything for Finishing Wood" Grand Rapids, Michigan ASSURED CONSTRUCTION The Chippendale Kidney Sofa illustrated is indicative of our aim to supply authentic design, beauty and comfort combined with the finest of materials and workmanship. Down cushioned, this sofa is hand-carved and has a channelled back, assuring the construction satisfaction for which Grand Rapids Lounge pieces are noted. GRAND RAPIDS LOUNGE CO. GRAND RAPIDS Complete Showing at the Grand Rapids Furniture Market MICHIGAN We appreciate your mentioning you saw this in FIXE FURXITUKE f o r MARCH, 1 9 3 7 PAGE NINE ANENT SPRING MARKET Indicative of encouragement toward the two markets a year plan, was the decision of the Grand Rapids Furniture Exposition Association to lengthen the Spring market period. Previously a six day session, the coming exhibition period opening April 28, will run for ten days, closing May 8. Such action presages the placing of increasing importance upon the Spring and Fall shows as buying periods over the Summer and Winter markets. This is further evidenced by the action of the Grand Rapids Market Directors in shortening the Summer show from three to two weeks. According to market officials the May 1936 Grand Rapids market showed an increase of 400% over the average May attendance of the previous four years. Despite the confusion and contradiction resulting from market polls, surveys and endorsements, the volume of business placed is the final test; and it is generally conceded that more orders were written during the last November market than during the longer January show. Present indications, despite strikes, hell and high water, are that the coming Spring market will see a tidy volume of business being placed, and especially if merchants want prompt shipments for fall. Because even August sales are no longer held in August but commence in July, therefore necessitating earlier placement of orders. Hence the longer and more important Spring market. ff SHOWS TO SHOW In completing plans for the promotion of homefurnishing shows to be staged in over 30 American cities during 1937, the National Retail Furniture Assn. is taking a page from the automotive industry. Sponsored by a local newspaper and supported by the sale of space to homefurnishing retailers, the plan should go far in creating public interest for furni-ture and homefurnishings. A recent show in Louisville, Ky., attracted over 48,000 persons and the miniature model vil-lage of this Louisville exhibit reproduced in the American Furniture Mart during the winter show, was an outstanding point of interest. Coupled with the building boom and the multitude of improvements adaptable to modern homes it is natural that homefurnishing shows would dovetail with this movement. The popularity of the Home Builders and Food Exposition shows being staged throughout the country is evidence of the interest in things connected with the home. In one city of 160,000 people, over 38,000 persons visited the one-week 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. show, paying $.25 a head. On the strength of such perform-ances we are firmly convinced that a furniture and home-furnishing show exhibiting new style trends in furniture, the new and beautiful in draperies and curtains, intelligent appli-cation of interior decoration principles, the correct use of color, as well as methods and styles in covering floors, would be a tremendous stimulant for increased volume and building of good will. ff AD SKEPTICS Merchants recognized as successful advertisers apply definite principles in gaining public confidence. The average reader of advertising is a skeptic, therefore it is vital that your advertising story be shot straight from the shoulder, truthfully, and supported with honest merchandising methods. More persons are kept away from stores through exaggerated advertising claims than are brought in by similar methods. Successful advertising men know that the first purpose of advertising is to create demand. An advertisement that is merely informative is missing fire. Says Joe Lynch, nationally known merchandising counsel: "The average life of the morning newspaper is 29 minutes and the afternoon journal consumes 45 minutes of the aver-age reader's time . . . Unless merchandise is purchased the day after it is advertised, time, money and newspaper space are wasted." On the strength of Lynch's statement, it is obvious that every factor connected with the increasing of the store's business must be timed to the daily advertising program — this means an intelligent sales force acquainted with the day's program, coordinated window and floor dis-plays and an honest merchandising policy. Public confidence is a powerful asset to any business and a store with a superior clientele would make a serious error in attempting to promote a $59.50 living room suite, while a merchant catering to a cheap clientele would be equally wrong in attempting to merchandise a $650 suite. One store cannot sell everyone but the advertising appeal to the cheaper clientele can have just as much interest and inspire as much confidence as that of a merchant catering to a more elite trade. After all, the purpose of advertising is to create desire, sell goods, and make profits for the merchant. Good advertising is an insurance for future profits. ff STORAGE MOVING Packing Shipping Phone 9-3293 BLODGETT PACKING & STORAGE CO. Lloyd room above shows attractive arrangement oi summer furnish-ings. Portable sailboat bar is made by Ficks-Reed, Cincinnati, shown in Waters-Klingman Blag., as is the Beach Basket, No. 7090SUW. GLIDING IN SWINGTIME EVIDENTLY AMERICA is looking for comfort out of doors this summer, if the profusion of streamlined glid-ers, spring suspension chairs, steamer chairs, the variety of garden umbrellas, at the January market was any indi-cation of what is to come. Everything is on wheels; porta-bility being evidenced in low-slung reclining chairs resting on rear wheels, tea carts that resemble everything from sailboats to covered wagons; sun chaises that slip into position to provide full length sleeping quarters; umbrellas with flat Egyptian tops, square pagoda tops, flat bell tops, scalloped tops, many even equipped with lighting facilities. Colors run rampant; high style colors in gliders and enamel-ed furniture — used either on frames or on the fabrics, in-clude gray, yellow, coral, burgundy and maroon; all "out-of- door" colors. In rattan suites, natural finishes definitely take the lead and the "white-with" still is popular combined with bright reds, cobalt blues, and dark greens. Deep brown is the newest contribution to summer furniture that is high-styled. In fabrics, plaids, diagonals and stripes as well as large i o r M A R C H . 1937 11 stylized florals, penguins, yacht scenes, are predominate, with nautical motifs still holding-sway. Pyroxylin fabrics, of heavier weights than previously used, as well as waterproof ducks and treated chintzes are the popular coverings. Streamlining is greatly in evidence in all types of summer merchandise but perhaps in no product is this so manifest as in gliders. Great attention is concentrated on end panels which slope back slightly, the arms skillfully shaped and occasionally horizontal metal strips or louvers aid in creating the illusion of a form molded for swift movement. Kidney-shaped gliders — love seat gliders — canopied gliders — gliders with bolsters •— gliders with wire screen panels — are but a few of the treat-ments that lend new interest to the field. Above, new model glider is made by the Kittle Mig. Co.. Los Angeles, and is shown at the Los Angeles Furniture Mart. Below, water-proof tete-a-tete lounge in bright colors is made by E. D. Taylor, Pasadena, Cal., and is displayed at the Los Angeles Furniture Mart. At the right, from top to bottom, the semi-circular settee. No. 7020SU, and the beach chair are manufactured by Ficks-Reed as is the umbrella stand. No. 7022SUX. •i. s FINE FURNITURE ALES PROMOTION and ADVERTISING by RALPH SPANGLER Following the first of the series — GROUP SELLING, in January — the sales pro-motion and advertising manager at Harbour-Longmire's, (Oklahoma City) started a discussion last month, which he continues here, on — Promotion Fashion and Fine Furniture AN Eskimo and a native of the tropics might differ i i o n what cold is. Two merchants may differ in their ideas of what fine furniture is . . . or of what constitutes fashion. But no store — big or small — can afford to ignore fashion. All stores like to sell their highest-price merchandise. So we continue with a dis-cussion of this topic. Already we have mentioned rotogravure, good store magazines . . . and the use of dramatized store shows to bring in the right prospects to see your "fine furni-tire." For to sell fine furniture you must first show it to those who can buy! Traffic Getters • The idea of model homes, inside or outside of your store . . . is not new. But model homes can always be done, or re-done, in a manner that makes a new story. The possibilities of attracting the right people by your displays, is limited only by your own powers of imagination. For instance — Kresge's "HOME IN THE SKY." A pre-fabricated, air-conditioned modern house of steel . . . built on the roof of their Newark, New Jersey, department store. As proof of the completeness of de-tail . . . transporting thousands of loads of top soil — mm . ^ w / MA3SKALL , FIELD & COMPANY _ nukes AMERICAS GREATEST to surround the house with a garden! No interest in model homes? Mr. Denburg, their merchandise man-ager, wrote me in January that approximately 100,000 people had visited the house! Remember . . . to sell fashion, and your better fur-niture, you must arrange for the right people to see it. That is a fundamental. Williamsburg Restoration • This will be the subject of many a skillful promotion, during the months to come. Just before their river went wild, Stewarts (Louisville) made Williamsburg the theme of a model home — outside their store. Watch alert stores all over the country take advantage of the flood of publicity being poured into the pages of consumer magazines on this subject. April and A'lay will be timely months for this purpose. Making Store Bungalows Sell • Wanamaker's public-ity must have been inspired with new ideals when they dropped off the "Sale Standard" last fall. If we were selecting the store doing the Number 1 job of publiciz-ing homefurnishings . . . they would certainly be in the race. Read their ads. They are full of what it takes to get you into their store . . . of what it takes to get you into the buying mood. Notice how they dramatize this BUDGET SERV-ICE story with a "real Two-Story home . . . practi-cally lifted bodily from Springfield . . . and set down on their Sixth Floor." Furniture for all five rooms under $600! You may not approve of that low a budget. But those prices will attract the great middle classes. And Wanamaker's let the cat out of the bag with — "See the 47 other budget groups arranged around the Grand Court on our 6th floor. That is where you'll find the better things." Dramatizing Sales • The old February Sale appears in a new costume calculated to bring in more of those who can and will buy. The ads have a background of ' " • " ' l i 'hippendale- FINE FURNITURE fashion . . . often centered in model rooms and up-to-the- minute shops. In Philadelphia, Strawbridge and Clothier — with their 2-3/10th acres, their 18th Century Shop, Colonial Hall, Modern Way, Town House 1937, Maple Court. And Lit Brothers with "100 Rooms Designed for Modern Living." In Chicago, Marshall Field's Pilgrim Shop . . . fur-nished with very fine cherry and maple, becomes a part of their sale. Notice how they introduce lower prices with the open stock group at the bottom of the page. Don't you feel an added sense of value on the modern furniture featured in their page — "CUSTOMERS PREFER BLONDE": Would you question its fashion-rightness ? In New York — Macy's go a step farther, effectively establishing themselves as the fashion "Centre." You have often said that price without quality means noth-ing. Now add the lines — price without fashion means nothing. \ ou who have tried to move some off-color merchandise in your February Sale, may be in better position to realize the truth of this last statement. Chippendale • A period much in the limelight on the pages of consumer magazines, is featured by Wana-maker's and Stern Brothers, in New York . . . in lower price brackets. Barnett's, New Orleans — make good use of small space with a similar story. In Oklahoma City, Harbour-Longmire's take advan-tage of recent stories on Victorian furniture, in House and Garden, and American Home, and were well pleased with the results. But • You who are in smaller stores say that you can-not build pre-fabricated houses on your roof. No store is too small to be benefitted by a vision of what their customers would like. That vision will be very different in the small mid-western town and New *\ ork City. But the smallest store can find some way of dramatizing their selling story. Let me leave this thought. The day is rapidly pass-ing when the only consideration is how many pieces . . . and what price. Time marches on . . . and the old generation of buyers is being rapidly replaced with a new one . . . schooled overnight with radio . . . mov-ies . . . magazines, so that there is always real danger that your customers know more about furniture than the people who are trying to sell them. Study this fashion problem. i o r M A R C H , 1 9 3 7 15 John VAN STORCA1GR. KLING/MAN FUR.N. CO., GRAND RAPIDS. OJU5ANIST, PtAHlST, WORLPWARVEJ 4NP TRAVELER.. HIS FAVORITE SOHG-AU I SWEET AtySTEltyOP LIFE/7 PLANS TO A " S I / Jerry O'CONNER SALtS MANAGED \NE5T MICHIGAN FURJM. CO., HOLLAND, A1/CH- AN ENGINEER THE GA5 BUSINESS INTO THE FURJi INDUSTRY A 0O/HP4RAT/VE AND POPULAR IN THE Charles KlHDEL.sfL. PR.ES, K/NDEL FURN\ CO., GRAND R.APIPS. HO&5YIST E/TMORPINAR// VIOLIN VIRTUOSO, PAINTS P/CTURES/ PRAWS SILHOUETTES, HIS CHRISTMAS CAR-PS/ &NJCYS GOLF ANP FISHIN6 - A L L THIS/ONLY A PART OF ENTHUSIASTIC REPEKTOIRE James J. M6R.. KEELER. A NAT/VE SON ANP OF RAPIPS. FISHERMAN AND GOLFER.. PREFERS JAMES FENIMOK^ COOP^. fDR. HIS AMP e>AH SOUTHERN ST/LE, FOR • • : TUMMV,- AMD— :i| i SCHUAA.KViCE /O-MN»i THAT QNE 16 FINE FUHNITURE V-. X . ,^> ,•?•**>.. " • . . ' • / ' '•I / • • - - >V • ••• - - J J i o r M A R C H , 1 9 3 7 17 THE SKETCH Beer... VICTORIAN NOT ALL REPELLENT BUT SHOWS A SPIRIT OF SIMPLE AND HONEST CRAFTSMANSHIP /^OUTSTANDING among the contributions of the *—J Victorian epoch, glorified by its plush parlors, four-bustled women, whatnots, hooked rugs, hair wreaths, Currier and Ives prints, waxed flowers and crystal chandeliers, are the gracefully curved chairs and sofas with their fruit or flower carving and inviting informality. That everything Victorian is not repellent has been proven by the recent wide acceptance of reproductions from this former era — for many of the contributions from Victorian have what the furniture of earlier centuries enjoys — a spirit of craftsmanship, simple and honest. Many persons have the mistaken idea that this was the era that immediately followed the War, but author-ities have it that the Victorian period is representative of the first artistic concepts of American life in 1850, which vividly portrayed those years of toil, effort and enterprise. Built for efficiency, the furniture of this period has become increasingly adaptable to the pres-ent search for utility as combined with charm. As in every outstanding era, there are many pieces which are grotesque in their austerity; crude and funereal in their ornate ornamentation, but certain products have emerged which in a remarkably short time have become universally admired and accepted. Vastly superior to much of the poorly designed, machine-made furniture of today, Victorian furniture excels in one thing in particular — wood. Never does one encounter more beautiful maple nor crotch mahog-any more carefully or intelligently applied than was employed in the Victorian originals. In design, Victorian furniture falls into three classes, the first distinguished by plain mouldings and crotch veneer; the second, showing flowers in high-relief carv-ing, and the third, which is less popular, bearing ornate fruit carvings. The groups from the first class are undoubtedly the most popular — and they are the type from which today's reproductions are being made for use in the modern home. Time has played its part in attaching more sentiment to this style than any other originating in America; time, and an increasing number of designers who have been reviving all that is best in the Victorian era. Typ-ical of the interesting examples of this revival are the suavely elegant and subtly-lined Victorian pieces styled by designer Fred Hill, our Sketch Book artist of the month. His interpretations are modified somewhat for use and adaptation to the modern home. In a word, they are Modern Victorian, restrained in the use of the former frills and furbelows, yet not losing any of the distinctive dignity for which the former era has become outstandingly notable. A^^^w-V • • piper FRED E. HILL, JR. . . . Vitalizes Victorian HAVING a dad who was a furniture manufacturer and | designer of his own line, it was quite natural that Fred E. Hill, Jr., should become inoculated with the furniture bug. His early association with the furniture in-dustry came through selling the Hastings Table Co. line in the showrooms during school vaca-tion. Freddie then reversed the usual procedure by deserting sales and going through a com-plete factory training in the Wid-dicomb Furniture Co. Follow-ing a period of apprenticeship in George Pike's studio, he then launched into the free lance de-signing field. Successfully oper-ating his own studio for the past several years, he has been in-strumental in helping develop some of the most successful com-mercial lines in the market. As a collector of antique fur-niture and curios Fred was well fortified with Victorian dogma when the current trend appeared on the decorative horizon. He has one of the most complete files on that period. Despite his success as a "Victorian," young Fred proves his versatility by being equally facile with period and contemporary styles. A graduate of the University of Michigan, pipe-smoking Hill — he has a collection of over 30 in his office — was active in un-dergraduate activities having edited the Gargoyle in addition to supplying cartoons and carica-tures for his paper. In addition he was active in dramatics as a designer of scenery and a master of make-up. Exposing further evidence of his versatility, Hill names as his favorite authors, 0. Henry, Kip-ling, Service, Hemingway and his leading composer, Beethoven, with Charles Evans Hughes as his favorite public personage and a school of guppies for his pets. 18 FINE FURNITURE \ If 1. This double-decker bed is art authentic copy of a Norwegian bed. seen at the Janu-ary International H o m ef u r n i s h - ings Show in the Merchandise Mart, Chicago. 2. The a t t r a c t i v e dining room group is made by the Kittinger Co.. Buf-falo. N. Y., and is exhibited in, the K e e l e r Bldg., Grand Rapids. 3. This handsome dresser from the Robert W. Irwin Co., Grand Rap-ids, is displayed in their factory showrooms. 4. The m o d e r n vanity and bed are made in Pal-dao Crotch by the Joerns Bros. Fur-niture Co., Stevens Point, Wis., and are part of a bedroom g r o u p of four pieces, retailing at $316. Exhibited at the American Fur-niture Mart, Chi-cago. 5. West Michigan Furniture Co., Hol-land, Mich., man-ufacture the bed-room group. No. 896, which retails at $340 complete, and is shown in the Waters-Kling-man Bldg., Grand Rapids. 6. No. 800 Swedish Peasant group in butternut veneers and gum is man-ufactured by the Estey Mfg. Co., Owosso, Mich.; s h o w n in t h e Waters - Klingman Bldg., Grand Rap-ids; retails for ap-proximately $230 complete. f o r M A R C H . 1937 19 COLOR... PRINCIPLES AND PRACTICE IN HOMEFURNISHING by PHYLLIS FIELD COOPER is one phase of interior v_xdecoration that plays a major role, psychologically as well as deco-ratively. If used properly it is cap-able of giving the greatest kind of pleasure and satisfaction to one's aesthetic sense. If used improperly and without knowledge of color principles, it can totally ruin what otherwise might be a fine interior — it can be most disturbing and disquieting, in fact unbearable. Then again, it can be so insipid (lacking in color) as to be dull and uninter-esting, producing a lethargic atmos-phere. Balanced Ration • Every home should receive a properly balanced ration of color — enough to make its atmosphere pleasantly exhila-rating but not exciting or unrestful. To be able to do this successfully requires at least some knowledge: of color principles. Color schemes should not be based purely upon personal likes and dislikes or upon the fashion of the moment — rather they should have a very definite and fundamental reason for exist-ing or being planned. A knowledge of the fundamental principles of color will fortify any homefurnishings salesman against "consumer resistance". It gives a salesman prestige in the eyes of his customers and if he uses his color knowledge correctly as well as dip-lomatically, it will prove a sales stimulus. "Home-Planning Advisers" • The majority of women are eager to have correctly decorated homes and will be found susceptible to sound and tactful advice on color. It will not be long before one's customers will be replacing the old blue and taupe mohair "borax" suite with some-thing more suitable — discarding the bright yellow or rose "boudoir-ish" SATIN pillows adorning the MOHAIR — supplanting the eye-impairing rose or green shaded reading lamps for styles that are USABLE — also more artistic. •PHYLLIS -FIELD • COOPER.-1957 WHITE BLACK FI&. 2 SECONDARY COLORS sr,d SECONDARY COLORS "'gtay The three primary colors with the aid oi black and white, in dyes and pigments, produce the countless numbers of hues found in fabrics, wallpapers and rugs. Think of the hundreds not to say thousands of homemakers in towns and cities throughout the country who need sound, practical advice — to be made more home-conscious through personal contact with an adviser. What a constant turn-over in homefurnishings could be realized if only more salesmen would become practical "home planning advisers" (in case the term "inter-ior decorator" is disliked)! Be Color Conscious • In order to become thoroughly "color consci-ous" one should try a little mixing of color pigments with either water colors or oils. A water color box containing the three primary colors RED, BLUE and YELLOW, also BLACK and WHITE, a camel's hair brush, a piece of water color paper and a few samples of fabric will answer for a first experiment in color matching. This experiment-al method is an excellent way to get interested in color and properly acquainted with it. One should sup-plement these experiments with the reading of books on the subject and the constant observance of interiors wherein color schemes have been well-planned or otherwise. Such study is of untold value to the homefurnishing salesman. The PRIMARY colors, red, blue, and yellow are separate and distinct colors in no way related to each other (see Fig. 1.). In other words they cannot be produced by the admixture of any other two or more colors. These three colors with the aid of black and white are capable, through mixing, of producing all the known hues in their many shades and tints. Primary Principles • It must also be borne in mind that the prin-ciples that govern the mixing of pigments are not the same as those that govern the control of color in light. For instance, in pigments, white is the absence of color, while in light it is composed of all colors. In like manner, black in pigments contains equal parts of the three primary colors, while in light it 20 FINE FURNITURE represents the absence of color, as night. The SECONDARY colors of the spectrum "wheel" are: orange, green and violet. ORANGE is pro-duced by combining equal parts of blue and yellow. GREEN is pro-duced by mixing equal parts of yellow and blue, while VIOLET is produced by mixing equal parts of red and blue (see Fig. 2). In other words, combining any two of the "unrelated" primary colors pro-duces a "related" secondary color — an analogous color of which we will speak later. All charts showing the twelve spectrum colors include a center disc in gray. This particular hue of gray is absolutely NEUTRAL and can be produced by the mixture of equal parts of any two COMPLE-MENTARY colors — yellow with violet or violet with yellow; green with red or red with green; orange with blue or blue with orange. Since every color chart is standardized, COMPLEMENTARY colors are "fixed" and are always to be found opposite each other on the spectrum chart or "wheel" (see Fig. 3). Color "Complements" • When one color is placed in close proximity to its complement, as for instance red with green — blue with orange — yellow with violet, each will enhance or intensify the other color. A green will appear much more intense and brilliant beside its complement (red) than if placed beside a non-complementing color such as yellow, gray, brown or blue. It will, how-ever, react to some extent on the associated non-complementing color, having a slight tendency to suggest a bit of the complement in the as-sociated color. This is just one of many interesting experiments which will prove helpful in planning color schemes and combining upholstered furniture correctlv. Mrs. Cooper will continue on Color Principles in March FINE FURNITURE.—EDITOR. FORMULA FOR SUCCESS (The Lady on the Cover) TAKE one iron will to achieve, mix thoroughly with an equal amount of perseverance; one active-ly alert mind with equal parts of enthusiasm and interest; season well with graciousness and under-standing; temper the mixture in the furnace of furniture industry, and you have a composite picture of one woman who overcame man prejudice, rose to the heights. "I do not believe in retiring." In one phrase, one of the most tireless and enthusiastic captains of the fur-niture world, summed up her formula for success. No sit-down striker was Mrs. G. A. Hendricks when March 26, 1936, her husband, civic leader, outstanding contribu-tor to Grand Rapids' furniture ex-positions, died. Always his personal confidante, Hendricks discussed with his wife in detail his problems and plans to promote the furniture industry in Grand Rapids. Conse-quently, Gertrude Hendricks was well equipped to harness the horses of her husband's career; took over the rems with a firm and compe-tent hand. Today as president of the Fine Arts Corporation, operat-ing the Fine Arts and Pantlind Ex-hibition Buildings, Mrs. Hendiicks has paved her way through the prejudiced predictions of those who hold warped notions that women are unendowed with business sense. Disrupting the supposition that there are but 24 hours in a day, Gertrude Hendricks has found time to raise two children competently, organizing the Grand Rapids Wom-en's City Club, serving subsequent-ly in all its official capacities on the side. As Midas' touch turned all to gold, so Mrs. Hendrick's capable hands turn nonentities into promi-nent civic and national functions. Vice-chairman of the auxiliary de-partment of the Red Cross during the war, at home she worked at the organization of the Grand Rapids Women's Golf Assn., extending it the following year to include all Western Michigan female golfers into the West Michigan Golf Assn. A firm believer in personal liberty, Mrs. Hendricks became Western Michigan Chairman of the Women's Organization for National Prohibi-tion Repeal—-this in spite of the fact that she is a dry by choice. When the depression had most of the world temporarily stymied, she threw herself into welfare relief work in Grand Rapids at the re-quest of city officials. Ardent ad-mirer of the Republican Party, Mrs. Hendricks, from 1932 to the present, has been chairman of the Ways and Means Committee of the Republican Women's Federation of Michigan, which, under her compe-tent direction, exceeded all expecta-tions of Federation national officers during the recent campaign. As a pet lover, she finds ample time for her dogs, horses, birds; plays the piano for relaxation. With gardening as a hobby, Mrs. Hen-dricks was not content merely to putter; became vice-president of the Kent Garden Club; was instru-mental in organizing many such clubs throughout the state. Now a fishing enthusiast, probably no one will express surprise if she turns this hobby, too, into an avocation, bettering, promoting organized Fishing Associations about the country. Checkup Belore Delivery ""PIME spent in the checkup of 1 every electric washer before it leaves the store for a demonstration is excellent insurance in the opinion of Herbert Lundy of the Lundy Electric Co., Wilkes-Barre, Pa. Lundy should know what he is talking about for he recently sold a three-carload shipment of washers within two months. The shipment was the largest ever sent to a dealer in the Wilkes-Barre district. "We are careful in our checkup of each washer before it leaves the store for a demonstration," he says. "Improper lubrication, a squeak at some point, is enough to change the decision of a customer. Each washer is thoroughly tested so that all parts operate freely, with a minimum of noise." A 10-day demonstration offer was an important factor in the promo-tion for the three-car shipment. A deposit was required on every washer placed for demonstration. If the prospect purchased, the de-posit became the down payment and arrangements for further pay-ments were made to suit the cus-tomer's paying ability. "We checked up on every appli-cation for demonstration," states Lundy. "If the customer was re-ported as a good credit risk a nom-inal deposit of $5 was asked. If the information was rather vague or not so favorable, we increased the deposit requirement. If the prospect decided not to keep the washer we called for it and refunded the money." Salesmen were instructed in every detail so that the home demonstra-tion became routine in placing a washer that already had been 90% sold to the customer. i o r MARCH. 1937 21 GRAND RAPIDS GUILDERS—QUALITY SELLERS Above: Herman E. Rcis, Re is Furniture Co., South Bond, Ind. Success on a side strcot. Right: W. M. Romoy, Romuy Furniture Co., Rich-mond, Ind. Splendidly typ-ical of the second genera-tion. Left: John Scott, A. Lund-berg, Frcnch-Bassett & Scott. Duluth, Minn. Or-ders from the interna-tional boundary lino. Right: Jennie M. Page, W. R. Weinman, Page Furniture Co., Williams-port, Pa. Bigger and bet-ter business rooters. WAV*- Above: Karl Ebenhack, Ebonhack Bros., Chilli-cotho, O. Their windows stop the traific, sell the goods. Below: Ward B. Hendee, Brown. Curlis & Brown, Syracuse, II. Y. Success story in two year's achievement. Above: A.1 Mason, A. C. Ma-son Co., Chippewa Falls, Wis. Because he believes in quality, he sells it. Miss G. Gottlieb. Ted Gottlieb, Porter Furniture Co., Racine, Wis. Their personalities reflect in their progress. I. Mittleman, S. Horvitz, Modern Furniture Co., Fall River, Mass. Have mastered the challenge of the "Cotton City" of New England. 22 FINE FURNITURE RETAILING TIPS CEDAR-DUST TRAILS • DORMANCY CONTROL • TAILORED FLOORS SOCIAL-CALL SALES • PICTURE PORTFOLIO Cedar-Dust Trails Chests /^EDAR-DUST trails in the win- \ ' dow of the Strawn-Tucker Furniture Co., Little Rock, Ark., have successfully promoted the firm's cedar chest line. Based on the theory that the public is apt to forget that cedar chests actually have cedar in them and that the wood has certain insect-killing vir-tues, the Little Rock Store has chosen this apt way to remind buy-ers of the fact. The major window before the store is filled with the chests to be sold, suitably and well arranged. A strip across the front, about 25x3 feet, is left clear, is blocked off by cedar logs. Along the resulting "path," cedar sawdust has been laid, and although there are no signs to indicate what it is, suggestion plays it part. Window cards at the side of the path advertise chests shown as carrying "a free insurance policy against moth damage"; show trucks carting off dead insects. Company officials report that the window drew highly satisfactory results in inquiries, sales; that the promotion was particularly good for reminding buyers that some of the walnut chests are cedar lined. Dormancy Control /CUSTOMERS who have not V / used their accounts for a peri-od of ten years are represented by addressograph plates arranged al-phabetically in files at Grunbaum Bros. Furniture Co., Seattle, Wash. Twice a year, Dec. 1, June 1, these inactives are solicited by direct mail, often in "Special Credit In-vitation" form which certifies that the recipient is on the store's "pre-ferred customer list, is to be accord-ed special consideration as to terms, service, and all the advantages of our institution." Customer names are addressographed on the cards, addresses are kept up to date by use of post office form 3547, postage for which is guaranteed. Currently, 26,000 on the inactive list, although many are not actually inactive, but dormant. Records re-veal that after heavy buying months, these so-called inactives top new account openings by 22% to as high as 60%; yearly reports show that 70% of the volume of Grun-baum Bros, is derived from old cus-tomers, store friends kept on repeat via the plan rooted in a conviction that a customer should not be rele-gated to the inactive morgue be-cause of two, three, even 10 years of non-buying. "See Your Own Window" WINDOWS built in the curtain and drapery department of the J. C. Penney Co., Denver, Colo., give an absolute and clear idea how the curtains selected will look m the same type of windows in the customer's home. Two of the win-dows typify those in the average front room, another is a replica of the French door; there are small casement windows, cottage and bathroom sets, bay-windows. At-tractive backdrops of wallpaper, chairs, tables, lamps, add to the display, and the curtains, instead of being stacked on shelves or in drawers, are hung on wire rods which fit over the full-sized windows for which they are appropriate. Draperies not on display are hung in racks which fold flat against a side wall of the department. The doubt, so often prevalent in the customer's mind as to the suit-ability for her home of the curtains she may select, is erased by the "see your own window" method and percentage of returns is lowered to the minimum, making for steady and sure sales. Sales Solicited by "Social Calls" O OCIAL calls, by appointment, O made in the evening upon old customers of the Citizen's Furniture Store, North Little Rock, Ark., have resulted in a 50% increase in lino-leum sales during the past year, ac-cording to A. J. Andrews, owner-operator. Such a system has been found particularly adaptable to sell-ing the felt base floor covering, An-drews finds. The salesman, care-fully prepared for his call by a card index "follow-up" system, is able to act rather as a consultant, assisting the family to complete its furnish-ing needs. Thus, he is able to see the kitchen first-hand, or any other room in the house, where he may be able to suggest the laying of lino-leum; directs his suggestions accord-ing to the informational card which tells him whether or not the cus-tomer is likely to be in the market for linoleum. These records are made out at the time of any cus-tomer's last contact with the store; follow-up is generally made within 30 days after the card is filed. Another important item in the firm's build-up of felt base rug sales has been more frequent purchase of stock by the store. Says Andrews, "We have been buying our linole-ums oftener, keeping less on hand at a time. This way, we keep up with the newer patterns more close-ly than in the past and turn them more rapidly. Total stock on hand has been reduced from 80 patterns formerly carried to 30. The "See Your Own Window" display in the curtain and drapery department at J. C. Penney Co., Denver, Colo,, shows the customer the most suitable selection for her own home. f o r MARCH. 1937 23 Water Heater Market T ARGE furniture and homefur- J_i nishing stores with facilities for merchandising heavy-ticket items are beginning to show active inter-est in electric water-heaters, espe-cially in communities where public utilities are willing to co-operate. The water-heater market has opened up amazingly. Five years ago favorable water-heater rates were limited and fewer than a mil-lion families could afford them. To-day favorable rates are available to ten million families. Sales of water-heaters are reflect-ing this development and are sur-passing even the fondest hopes of the electrical industry. As an exam-ple, during the first six months of 1936 Westinghouse reports its deal-ers have increased their sales over 70% above last year's figures. Many homefurnishmg merchants are investigating the profit possibil-ities of water-heaters, which have "graduated" from the status of a pioneer product along with electric refrigerators. —c— Floor Problems for 80% AT the "service bureau" main- . tained by the Bon Marche for homefurnishing problems 80% of the queries deal with floor treat-ment, according to Miss Florence Walsh who is in charge. Color ques-tions constitute the bulk of this 80% majority, for customers are a bit hesitant about departing from the taupes, tans and grays without getting advice. The new floor-coverings, especially the broad-looms, are so vibrant in color that Mrs. Modern Homemaker wants instruction before she buys. Says Miss Walsh, "Women also like to get advice on textures. They realize that blending the textures in a room is as important as working for color harmony. How to blend periods and types in a room con-stitutes another problem. For in-stance, a customer who is attracted to a rug in modern design will wonder if she may suitably combine it with existing furnishings, not all of them after the modern manner." The bureau is strategically located adjacent to a series of seven dem-onstration rooms. Supplementing these rooms are files which are com-plete with texture and color sam-ples, as well as sample lengths of drapery materials and samples of floor coverings. There are also directories of architects, contractors, carpenters, floor finishers, for it is important, merchandisingly speak-ing, that the bureau contact often takes place during the time of ren-ovating or building, and floors are put in with the precise idea of fin-ishing them with the new decora-tion- colored rugs and linoleums. \ ^ V A heavy-duty type of water-healer adaptable for use chiefly in the basement of the home, is one of the Kelvinator line of five electric water-heaters. To give complete support, it is equipped with broom-high legs of sturdy cast iron. Avail-able in 60 or 80-gallon capacity. The bureau is now rounding out its first year of service to home-makers, and marks a milestone in a most ambitious campaign for the Bon Marche homefurnishing section. Selling Tailored Floors SALESMEN in the linoleum de-partment of the Bon Marche, Seattle, are being taught the impor-tance of being sales-minded in the creative direction. In a word, this section concentrates on selling the tailored floor—the creative idea! "When it is considered," points out W. Lilley, linoleum buyer, "that selling the tailored floor means a unit sale step-up of some 33J^% over selling 'just linoleum,' the im-portance of being sales-minded in the creative direction cannot be over-estimated. Modernized ap-proach means working with color in a big way; particularly does it call for working with samples to show how a different border effect will do just the right thing, colorwise." In following through on the mod-ernized approach, the customer is shown the full color illustrations which demonstrate what decoration accomplishments are possible with the new offerings in linoleum. Picture Portfolio K NEATLY constructed cabinet, MX. having as one of its features pressed-board leaves which fold down on hinges like the pages of a huge book, designed by R. E. Hecker for his studio in the Har-bour- Longmire Co., of Oklahoma City, has greatly facilitated the showing of unframed prints. The cabinet, six feet high, ap-proximately two feet deep and prac-tically as wide as tall, contains at the bottom two half-width drawers and one full-width drawer. Above this, the front of the cabinet folds down in such a way that the round handles, placed vertically on the opening leaf and hinged there from the top of the "handles," drop to form supporting legs. Upon this resulting table a series of pressed-board leaves, each hinged to the points of a tiny stair-like tier inside the cabinet, may be brought to rest. The leaves provide a filing-unit for large pictures otherwise difficult to handle, smaller prints being placed in the drawers. The cylindrical handles, four smaller ones placed horizontally on the drawers and the two larger verticals on the drop-front above the drawers, give the cabinet a neat-ly modernistic effect, at the same time providing for utility in the necessary support for the drop-leaf. Book-like portfolio, designed by R. E. Hecker, Harbour-Longmire Co., Okla., facilitates showing of un-framed prints. Above is the cabi-net as it appears when closed; below illustrates the filing leaves inside. MON6TH0SE PRESENT. .. C.9.DEXTER6.R.CHA1RC0. 6 BERNiE WARREN CENTURY PUttN.CO. ROBERT W . j R w i ^ ROBERT W.lRWlM CO. &CHARUE KURtHINy WEST MICH.FURN.CO, T.E.M'MAMARA, BOSTON STORB.MILWAUkEE 6USSCHALL6R &U.U MAHAR & H COUP CHAMBERLAIN Co E.H.R0OT& SALLY DAVIS, UtT BROS., PHILADELPHIA N,H. FELTON CS.H0WARDCO.,, 1NDIANAP0U5 JACKOUSAN,CHARLfc«,R.SUGH CO. ARTMOR6ANST6RN MtcntGA LOS ANGELES FU3V0 VVQOO, HARV6Y WOOD CO, MIDLAND, MICH, HERMAN PAQEB 6 J.P, WAVKER.. <*A. SrOWERS CO., HOUSTON PHILO STATION, STATTO F4RM.MFG Co. DANCER DOLLY BELLE BERT K1-1M6 3AK6R. SROJ, LOS ANGELES JACK FOGZDHAM, 6EO. INNE6 CO., WICHITA, KAN. C.J,W!TZ.EL(£ P. BOND^ PRED L06SER CO.., BROOKL^ JERRY O'CONNOR, JACKCOOPER £ BILL PO MtCWtQAN FRW C •W CARRUTHERS M. Q ' N E i LU CO.,"AKRON G A.G. OLSON TED SIMPSON. J06SCHER 6 H.JORDAN, AKOC!AT6C> ORVGOOOS co. NE HENR-f SRAOL.EY £. P.C. SCMAEFP6R., AvOAM C O., 0y cp-Al. O M.P. STRICKLAND & ^R^&eA.^^l:b.lHB5J_H_eK!^N G.^.STOWERSCO.; SAN ANTONIO r * ? ? RE^"»ENT(RESP &.R.MARKET ASSOCIATION HARRY W6ST6ATE CHARLES R.SLIGH CO. TOMMf "THOMASj S.R CHAlRCO, IOU1S 0LACY, MAtTRE D'HOTEi PAMTUI^ tfTEO &AWBLE, MICH.PUftN.SHOP i o r M A R C H , 1937 25 •FURTHERING appreciation of X good home design, construction, furnishing and interior decoration, McCall's Magazine has sponsored a new "Home of the Month" as a tie-up with an outstandingly success-ful 1936 campaign. (FINE FURNI-TURE, July, 1936). Last year 65 model homes were built in various parts of the country, many exhibit-ed completely furnished; today all of them have been sold and are occupied. Well over half a million home seekers went through these model homes, coming away with a better appreciation of good con-struction, adaptable homefurnish-ings; the far-sighted furniture deal-ers who took advantage of the plan reporting substantial sales increases. Designed by J. Ivan Dise, the house is of brick veneer, contains approximately 17,000 cubic feet and has a large living room, dining room, kitchen, three bedrooms at a cost, fully equipped, between #6,000 and $7,000. Modern in convenience, the house has air-conditioning, weather stripping, pressure caulking, outside wall and ceiling insulation, tiled bath and kitchen, year-round automatic hot water, full-sized cel-lar with stationary laundry tubs, lavatory, space for future game room. With this background for modern comfortable living, Mary D a v i s Gillies, decorator of the March "Home of the Month," with the pur-pose of promoting quality furnish-ings, has offered a three-year fur-nishing program, the first year being devoted to buying good lighting and seating equipment; the suggested second-year budget involving the buying of comfort, the room being completed the third year with the purchasing of attractive and appro-priate accessories. The main feature of this progres-sive buying plan is based on the theory that it is better to sell a customer several good pieces of furniture — with additional pieces to be bought at a future date, than to try to sell a complete ensemble of cheap furniture which can only result in customer dissatisfaction, dealer loss; a sensible method of furniture, rug and accessory selling which many of the leading home-furmshing stores in the country are taking instant advantage of. In the first-year picture above, the chief invest-ment in the living room of the McCall "Home of the Month." was for a good sofa, two handsome chairs; lamps, small tables, inexpensive curtains and prints. Second shows the comfort-buying year which suggests good floor-covering, book-cases, cornices, Venetian blinds, and the third year illustrates the finished room made charming with attractive accessories. "THE HOME OF THE MONTH" A Three-Year Plan For A Living Room 26 FINE FURNITURE Homefurnishing News and Reviews . . . Museum Appropriation An appropriation of $1500 by the Grand Rapids city commission to take care of the purchase of such equipment and fur-nishings as Venetian blinds and lighting fixtures, has made it possible for work to proceed on the Grand Rapids Furniture Museum. Having already spent the $6,000 which it raised for remodeling the residence of the late T. Stewart White for the pro-ject, the museum commission has received the $1,500 appropriated by the city as a transfer of that amount from the $3,000 maintenance fund which the city will ap-propriate annually. Work of gathering material for the exhibits is proceeding more slowly than expected, it is announced, especially those exhibits which are arranged for historical significance. It is expected, however, that the formal opening of the furniture museum will be set for the May or summer furniture market. D Mrs. Green Elected Head Named president of Ypsilanti Reed Furni-ture Co., Ionia Mich., was Mrs. Helen A. Green, widow of former Gov. Fred W. Green; followed by the announcement that no changes are contemplated for company officials or policies. Other directors who will continue are Fred A. Chapman, now warden of Michigan reformatory; Howard C. Law-rence, former State treasurer and State banking commissioner, now associated with Michigan Trust Co., Grand Rapids, Mich., and M. M. Reed, all of whom have been identified with the firm many years. . 0 B. R. Smith Shows in M. Mart Space has been leased in the Merchan-dise Mart, Chicago, by the Warren Furni-ture Co., Chicago, and the B. R. Smith Chair Co., Inc., Owensboro, Ky. President W. C. Martinson of the Warren Co. will be in charge of the Merchandise Mart offices: Smith Chair Co. leased 1.148 square feet. G. R. Bookcase Elects Elected president of the Grand Rapids Bookcase & Chair Co., Hastings, Mich., was Chester B. Stem, New Albany, Ind. Other officials include: vice-president. James Bristol; secretary, Kellar Stem; treasurer, Charles Potts. In addition to the officers, the directors include Warren Brown, Grand Rapids. Jack Stem, Hastings. Fred Mueller Re-Elected Head of the Mueller Furniture Co., Grand Rapids, Mich., and of the National Ass'n of Furniture Manufacturers. Frederick H. Mueller was re-elected president of the Grand Rapids Furniture Makers Guild. Other Guild officers were re-elected as fol-lows: Vice-president, F. Stuart Foote. secretary-treasurer and general manager of Imperial Furniture Co.; secretary-treasurer, Earl M. Johnson, secretary-treasurer, John-son Furniture Co.; Ed G. Weir continuing as business manager of the Guild. Plans to make the Guild Merchandising Program, introduced at the January market, an annual affair, have been tentatively made. Demands for the Guild booklet illus-trating the pieces in the Guild group for use by the dealer as direct mail advertising are strong; well over 250,000 copies having been ordered. The complete group makes a carload; many stores were reported to have purchased two complete groups, mer-chandise being scheduled for delivery early in April; merchandising program to be staged by Guild stores the first week in May. Landstrom—Wallace—Bouwkamp Associated with William Bouwkamp in the reorganization of the Luxury Furniture Co., are Edgar 0. Landstrom, former vice-presi-dent and manager of the Berkey & Gay- Furniture Co.. and E. A. Wallace, Jr., for-mer vice-president and assistant treasurer of Berkey & Gay. Bouwkamp recently purchased part assets of the Luxury firm; it is understood the new organization will take the name of the Grand Rapids Uphols-tering Co., which Bouwkamp recently acquired. Dent Assumes B <X G Duties T. Ashley Dent, whose appointment as general manager of Berkey & Gay Furniture Co. awaits only the approval of the firm's M A R K E T S GRAND RAPIDS April 28-May 8 lune 30-July 15 CHICAGO Furniture Mart and Merchandise Mart May 3-8 July 5-17 HIGH POINT July 19-31 LOS ANGELES July 26-31 directors, has arrived from New \'ork to assume his duties. Dent stated that he is prepared to put into immediate effect plans for important additions to Berkey & Gay line, making it one of the outstanding achievements of the May market, showing the marked progress made by Berkey & Gay during its first year of reorganization. New Columbia Course The Extension division of Columbia Uni-versity offers a course on '•Contemporary Interior Materials and Color," conducted by Theodor Carl Muller. designer, at the Spring Session when materials and methods will be dealt with from a practical standpoint. Studies will include recent developments in metals, synthetics, plastics, textiles, wood, glass, papers, compositions, and the import-tant new surrogates as well as other medi-ums which comprise the vast industrial source. Bases of color theories, their appli-cations in the light of physics, chemistry, psychology, aesthetics, will be presented and a greater understanding of the consumer in terms of reactions to color and materials will be stressed as a growing factor in the effectiveness of contemporary work. Classes will meet on Wednesdav from 6:25 to 8:15. New Englander Program Recent step in reorganization program of Englander Spring Bed Co., Brooklyn, N. Y., is the announcement by Max Englander, president, of important revisions in sales organization of bedding and institutional furniture manufacturing firm. Englander plan of gradually resuming national dis-tribution is revealed in this sales reorgani-zation which is as follows: Alex Blau, Law-rence, L. L, Metropolitan area; Louis Bush, New York City, Metropolitan area; Morris Franzblau, Brooklyn, N. Y., Metropolitan area; Gene Herz, New York City, Pennsyl-vania, Maryland, District of Columbia, Albany, N. Y., several special accounts; D. C. Laemmle, Jamaica, L. I., Contract Department; John R. Shatz, Brooklyn, N. Y., Contract Department; John H. Bull-winkel, Bloomfield, N. J., Pennsylvania, New York; E. F. Pagington, Greenfield, Mass.. New England; Morris Berkowitz, Brooklyn, Metropolitan area. Knox Plant in Full Swing The main upholstery unit of the former Knox plants, High Point, X. C , have been bought by J. Vassie Wilson and associates, including outside interests who will bring the factory into immediate operation with a large-scale production of living room furniture. One of the largest and best equip-ped plants for production of medium to low-priced living room suites in the South, when formerly operated by Wilson the daily-capacity was 400 suites. Activity is to be concentrated on a short line of popular-priced merchandise; is now in full product-ion. A Luxury Assets Sold Assets in the bankruptcy case of Emil F. Rohde, trading as the Luxury Furni-ture Co., have been sold to the following parties: William Bouwkamp, Grand Rapids, factory equipment, for $450, factory sup-plies, $800, office furniture and equipment, $135; McKay-Dembinsky, Inc., covers, $475; A. Stillman, New York, finished furniture, $750; E. Posner, Detroit, frames, $500. A 5% dividend to general unsecured creditors has been declared. B. & G. Englander Product The Englander Spring Bed Co., Brooklyn, N. Y., is preparing to manufacture for Berkey & Gay Furniture Co., Grand Rapids, a high quality box spring and inner spring mattress to be sold only through Berkey & Gay salesmen, merchandised exclusively through Berkey & Gay franchise dealers, according to Frank D. McKay, board chair-man. An imported Belgian damask cover of exclusive design and patented construction improvements are features of these new products which will retail at $39.50. The mattresses and springs also are available in an especially durable 8 oz. Biltmore ticking in five attractive solid colors with contrasting bindings and buttons, available in blue, peach, orchid, green and tan. The imported damask covers come m blue, rose, green, orchid and walnut. All border seams are finished with contrasting tape edges, the most modern method of in-suring straight edges and proper tailoring. Strap handles hive been attached to both sides of the springs and mattresses to facili-tate handling. f o r M A R C H . 1937 27 Associations and their activities Credit Men's Club Instigated and directed by Ira F. Randall, secretary-manager of the Birmingham Furni-ture Ass'n, was a Credit Men's Club for members of the Association, with following officers elected: T. A. Nickol, president; J. S. Saraohn, vice-president; Ira F. Randall, secretary-treasurer. Constructive, helpful work along credit lines is the aim of the club, members being optimistic over concerted effort for advance-ment, betterment of conditions and prob-lems that now confront Birmingham credit managers. 0 Wollers Re-Elected Head Re-elected president of the Milwaukee Furniture Dealers' Ass'n at the annual meeting at the Republican House. Mil-waukee, Wis., Jan. 26, was George Wolters. Henry Wittak was re-elected vice-president; G. J. Butenhoff, treasurer; Theodore Stickle, secretary. Elected to the board of directors were LeRoy Kunzclmann and Heinz Hilbert. 0 New NRFA Program New NRFA program for promoting home-furnishings through the entire year embraces four parts; a weekly news feature release to be sold to one newspaper in each city; series of newspaper ads with the slogan "Happiness for Sale," (copyrighted); a calendar of seasonal promotions; home-furnishing shows in cities throughout the country in conjunction with newspapers and the Wingo Exhibition Engineering Co. Plans will be handled through the various associations in furniture, floor coverings and related fields, retail group acting as clearing house. 0 Diederich Heads Cal. Ass'n Unanimously elected president of the Retail Furniture Ass'n of California, was P. M. Diederich, manager of L. Lion & Sons Co., San Jose, to succeed Ernest C. Neilsen. Other officers elected were: Ed-ward Lachman, chairman of the board; G. A. Lenoir, George H. Stevenson, Harry Saxe, L. M. Barker, vice-presidents; Philip Harris, treasurer; George W. Fitch, manag-ing director. Resolutions were adopted to invite National Ass'n of Furniture Manu-facturers and National Retail Furniture Ass'n to hold their respective 1939 con-ventions in San Francisco during the oper-ation period of Golden Gate International Exposition. Cleveland Ass'n Elects New officers of the Cleveland Retail Furniture Dealers' Ass'n include: A. J. Kane, president; Al Reidy, vice-president; James J. Vyhnal, treasurer, A. L. Federman, secretary, re-elected. NRFA Reports 21% Increase Increase of 21% in 1936 sales volume, compared with that of 1935, is indicated for stores reporting to Controllers Division of NRFA in the December report which summarizes figures from 38 organizations operating approximately 172 stores. Stores in South Atlantic. Southeast Central, South-west Central sections of the country showed greatest increase with 27% gain in sales. Nationwide typical gain of 1936 over 1934 was 37%; Pacific Coast section leading with an increase of 52%. December, 1936, ex-ceeded November by 28%; December, 1935 by 21%; Pacific Coast again leading in December-November comparison with 45% gain. New England, Middle Atlantic, North-east, Central sections lead the list of in-creases in the December, 1936-December, 1935, comparison with 27% gain in sales. Anderson Re-Elected Head Re-elected president of the Furniture Manufacturers' Building, Inc., permanent exposition building of the Jamestown furni-ture market, was Frank O. Anderson. Other officers elected are: Ralph S. Sheldon, vice-president; Frederick P. Hall, secretary and treasurer, and Henri M. Hall, assistant sec-retary and assistant treasurer. Directors elected include: Ralph C. Sheldon, Frank O. Anderson. Charles F. Reilly, Richard Peart, Frederick P. Hall. Sokol Heads Ass'n President of Sokol Bros. Furniture Co., Birmingham, Ala., Harry Sokol has been elected president of the Birmingham Furni-ture Dealers' Ass'n succeeding Roy Coats. Other officers elected were W. W. Faulkner, first vice-president; Ben Watson, second vice-president; E. L. Klimmer, third vice-president; Sidney Braswell, fourth vice-president; J. M. Wallace, treasurer, and Ira F. Randall, re-elected secretary-mana-ager. Sokol stated that he proposes to organ-ize credit managers and also collectors in the furniture business. Baltimore Ass'n Head Elected president of the Retail Furniture Ass'n of Baltimore was Harry Sandier. Other officers include Alvm Blum, vice-president; W. T. Littlepage, treasurer; Walter B. R. Wright, secretary, managing director. RFDA Election Elected president of the Retail Furni-ture Dealers' Ass'n, was L. Kenneth Schoen-feld; managing director-elect was Theodore S. Coy, Seattle, Wash. Milo W. Bekins Honored Milo W. Bekins, head of Bekins Van & Storage Co., Los Angeles, former president of the California Storage Ass'n, past active committee chairman, director of National Furniture Warehousemen's Ass'n has been elected head of the National Ass'n. NRFA to Affiliate With ARF Members of the National Retail Furni-ture Ass'n have been informed of a pro-posed affiliation of NRFA with the Ameri-can Retail Federation. Furniture merchants have been advised that the association executive committee voted to accept the ARF invitation, making it conditional upon the federation's agreement that the NRFA would have freedom to speak for itself on controversial matters, that the federation would not speak for it without the NRFA's approval. The bulletin notes that ARF has justified itself as a fact-finding and legis-lative research body which is greatly needed by retailers generally. Breuner Re-elected Elected vice-president of NRFA for the fourth consecutive year was Louis J. Breu-ner, head of the Breuner Furniture Co., Berkeley and Oakland. Cal. Denny Heads Blackmer's Former vice-president, general manager of the Blackmer Furniture Co., Denver, Colo., Harry C. Denny, was elected president of the company at a recent meeting of the board of directors of which D. F. Blackmer, founder, president for 34 years, is chairman. Denny, vice-president of Chicago's National Furniture Ass'n, contemplates new improve-ments this year for Blackmer's at the firm's new location at 1542 Lawrence St. New Stowers Manager President of G. A. Stowers Furniture Co., San Antonio, Tex., M. P. Strickland re-cently announced the appointment of Wil-liam S. Holman as manager. Holman is past president of San Antonio Retail Credit Ass'n, vice-president of Associated Retail Credit Men of Texas, director of San An-tonio Retail Merchants' Ass'n. Wider Variety of Woods According to J. H. Smith, president of J. H. Smith Veneer Co., a wider variety of woods than shown at previous markets made their appearance in January, particularly marked in the higher priced groups. A num-ber of Grand Rapids manufacturers intro-duced "limited edition" furniture, made of woods of which there is limited supply, thus presenting a new sales and merchandising approach for the retailer. The tendency to lighter woods and to new light or colored finishes was strong in all price brackets. Prominently featured in modern furniture of the lower-price range were such light woods as ayous, prima vera, aspen, maple in bleached versions. In the moderate price field, new light finishes secured by selection of wood as well as by bleaches was strong; prominent among woods used was Circas-sian, French walnut, olive burl, Carpathian elm burl, American oak. A "More for Your Money" Recent book released by the Chemical Publishing Co., Inc., N. Y., "More for Your Money," by H. Bennett, tells the consumer how to get his money's worth and avoid danger to his health as well as purse. Unlike recent "guinea pig" books, no product names are used but in simple language the book tells how anyone can know what he is buying, how to make the proper selection. Reveals many startling facts about the subterfuges, misrepresentations used as buy-ing lures; answers hundreds of questions that should protect the consumer from be-ing imposed upon when buying cosmetics, radios, automobiles, foods, liquor, clothing, furniture, floor-coverings and other products. Salesmanship Guidebook A new manual for the retail salesman of hard surface flooring, The Salesmanship Guidebook, prepared by the Armstrong Bu-reau of Retail Merchandising, published by the Armstrong Cork Products Co., contains a new basic plan of sales attack, developed out of years of study, field research, experi-mental selling. A plan specifically created for hard surface floorings, a method of sell-ing that grows directly out of the special-ized conditions surrounding this type of merchandise, in addition to a wealth of reference information is condensed in small book form. 23 FINE FURNITURE JOURNEY'S END C L A S S I F I E D ADS SAYBOLT—Philadelphia, Pa. Edward W. Saybolt, 69, founder and for 21 years an active member of the Patten Furniture Co., Philadelphia, Pa., died sud-denly Jan. 31. HOLSAPPLE—Anderson, Ind. Harry Clyde Holsapple, 45. formerly a merchant and undertaker at Martinsville and Paragon, manager of the furniture department in Ward's store, Anderson, Ind., died Feb. 1 following a heart attack. ZINKLER—Salt Lake City, Utah Joseph Zinkler, 84, manager for 15 years of Volker Furniture Co., president of Utah Window Shade Co., died Jan. 21 following a heart attack. BUTTENBAUM—Jersey City, N. J. Frederick J. Buttenbaum. 71. manager of the former William Gulden Furniture Co., Union City, died Jan. 26. after a month's illness. {i HEINS—Charleston, S. C. Emil F. Heins, 76. president of Cowper-thwait's, Inc., Charleston furniture store, head of the Home Finance Co., died Feb. 12. BAISCH—Cleveland, Ohio Frederick W. Baisch. one of the founders of the Conrad-Baisch-Kroehle Co., Cleve-land, 0.. died Feb. 15 in Stuttgart, Ger-many where he had made his home since 1922. LERAAN—Duluth, Minn. Anders A. Lcraan, 76, pioneer Superior furniture dealer and funeral director, died Feb. 16 after a long illness. RUSNAK—Chicago, 111. Samuel Rusnak, 70. pioneer Chicago furni-ture dealer and president of Rusnak Bros., Inc., died Feb. 18 at Miami Beach, Fla. Rusnak had been engaged in the manufact-uring and retail furniture business for the last 45 years. ADAMS—Washington, D. C. Edward Beckley Adams. 67. founder and former president of E. B. Adams & Co., dealers in hotel supplies and household furnishings, died Feb. 18 after a long illness. Active in a number of organizations. Adams was a former president of the Retail Credit Men's Ass'n. ACHTENBERG—St. Joseph, Mo. A. D. Achtenbcrg. 81, proprietor of the old Red Star Furniture Co., St. Joseph. Mo., died Feb. 17, in Kansas City. GREENROCK—Newark, N. J. Morris Greenrock, 57, president of the Star Furniture Co., Bloomfield, N. J.. and the Star Quilt Co., Newark, died Feb. 17 after an illness of several months. STONES—Newburgh, N. Y. Charles I. Stones. 68. prominent Xewburgh furniture dealer for almost half a century, died Feb. 22 following a month's illness. Since 1906, he had headed the oldest furni-ture house in Newburgh. one of the earliest established businesses of any kind in the city, which was formerly known as Peck & YanDalfsen's. now called Charles J. Stones Co. Prominent in Masonic organizations. Stones was a member of the Newburgh Merchants' Ass'n. FRANK—Bartlesville, Okla. J. M. Frank. 86. retired furniture dealer of Bartlesville. Okla.. died Feb. 14 after a two weeks' illness. KENDRICK—Boston, Mass. Charles A. Kendrick. 46. auditor and office manager at Paine Furniture Co., Bos-ton, died Feb. 26 after a four months' illness. BENJAMIN—Cleveland, Ohio Fred W. Benjamin. 63, wholesale carpet and rug broker, associated with the F. W. Benjamin Co.. Cleveland, O., died after three days' illness Feb. 24. COHEN—Peoria, 111. Klijah Wofe Cohen. 80. pioneer merchant and founder of Cohen Furniture Co.. Peoria, 111., died Feb. 27 of pneumonia. Mr. Cohen founded his business of furniture, stove and household repairing in central Illinois 59 years ago. Flood-Damaged Plants Open That Evansville, Ind. furniture plants are gradually resuming operation following the disastrous flood, that deliveries will not be greatly delayed, is the general belief of the plant owners. Two of the Globe- Bosse-World plants are now be'ng operated, the third plant will be re-opened within a few days, according to Edward Ploeger. president. The Monitor plant is open: Nat-ional Furniture Co., Regal Cabinet Co.. are expected to commence operations shortly. Although many of the plants were damaged, it was stated that some of the plants could have operated steadily during flood time had it not been for shortage of the water supply and enforced military rule. Retail furniture dealers in some sections were hit harder than manufacturing plants; practically all are re-opened for business at the present time, however, many dealers reporting that they are already swamped with orders, particularly for shades, rugs. linoleums, electrical supplies. Michaels New Ad Manager The appointment of Miss Rowena Huber, former advertising manager of Hartman's Furniture Co., Chicago, as advertising man-ager of J. Michaels, Inc., has been an-nounced by Joseph Michaels, Jr., president of the firm. Classified rates: Undisplayed, 5 cents per word. Minimum charge $2. Display rate, $5 per column inch. One inch minimum. Minimum display advertise-ment accepted, 2 inches. Classified charges payable in advance. Ten per cent discount for three or more insertions. WANTED • Reliable sales representatives for an attractive line of portable electric lamps for the furniture and allied trades. Product nationally known. Liberal commiss-ion. State qualifications, references, terri-tory and lines now handling in first letter. Box 132, FINE FURNITURE, Grand Rapids. Mich. COST ACCOUNTANT AND PRODUC-TION MANAGER • Now employed de-sires change to permanent and better posit-ion. Capable of installing and operating cost system and budgetary control book-keeping methods. Eight years furniture experience. College graduate. 32 years old. Married. Excellent references. Box 135, FIXE FURNITURE, Grand Rapids, Mich. William W. Flusser Furniture Representative 42 East 32nd Street New York City Chicago Office —15lt E. Erie St. W LKIMERLY — STUDI O — WATERS-KLINGMAW BLD, Gr«MVC> RAPIDS MAILING LISTS GET OUR FREE REFERENCE BOOKtmC MAILING I LIST CATALOG Gives counts and prices on accurate guaranteed mailing lists of all classes of business enter-prises in the U. S. Wholesalers—Retailers— Manufacturers by classification and state. Also hundreds of selections of individuals such as professional men, auto owners, income lists, etc. Write today for your copy R.L.POLK&CO. Polk Bldg.—Detroit, Mich. Branches in Principal Cities World's Largest City Directory Publishers Mailing List Compilers. Business Statis-tics. Producers ot Direct Mail Advertising. f o r M A R C H , 1 9 3 7 29 N E W STORES FIRM NAME MERVIS FURN. CO. BLUMER FURN. STORE LEATH FURN. CO.f PHOENIX FURN. CO.f BRIGHTON FURN. STORE HOME FURN. CO.f BURNS FURN. STORE CUT RATE FURN. STOREf NOEL FURN. CO.f SWEIGART FURN. CO HAWKINS FURN. STORE KOOS BROS.* SHERROD Bros. & CARTER Furn. Store, MODERN FURN. HOME SEGUIN FURN. CO MARTINSBURG FURN. CO.f RHODES-COLLINS FURNITURE CO.f LANDAU'S, INC.f FREEMAN FURN. CO.f (Formerly Katzmccn-Freeman Store) CARFAGNA FURN. STORE BUMGARDNER-HODGE FURN. CO. ANDTNUMBER PROPRIETORS Ellwood City, Pa. M. Mervis Hermann, Mo Hugo Blumer Kalamazoo, Mich East Michigan Ave.....]. L. Stewart Houston, Texas Pearl St. Cheviot, O. Central Ave J. Hendker Ft. Dodge, la. 907 Central Ave. Trauerman Arnett, Okla W. Burns Marshalltown, la. W. Main St R. Bailey San Antonio, Tex 116 W. Commerce G. Noel Trenton, Mo Main St W. Sweigart Tulsa, Okla Boulder Ave E. Hawkins Railway, N. J. St. George Ave C. Koos, E. Koos Slaton, Tex Nick Carter San Angelo, Tex W. Beauregard St. Mrs. Braatelien Seguin, Tex Martinsburg, W. Va W. King St R. C. Kilmer Burlington, N. C. S. Main St G. R. Brass Wilkes-Barre, Pa. S. Main St Isadore Landau BRADBURY FURN. CO FLESHER FURN. CO ROY FURN. CO GOOD HOUSEKEEPING SHOP Gouverneur, N. Y. Turtle Creek, Pa. Spencer, la Clanton, Ala. Maiden, Mass Syracuse, N. Y Springfield, O. "'Branch store or unit of chain. Clinton St. Howard Freeman S32 Penn Ave. Henry Carfagna M. O. Bumgardner W. B. Hodge J. W. Bradbury Pleasant St. P. Flesher, L. Meltzer N. Salina St G. F. Roy 14 W. High St M. Long, L. Stoker ^Change of name or address. DATE OPENED Feb. 1 Jan. 29 March 1 Feb. 2 Jan. 30 Jan. 21 Jan. 21 Jan. 26 Jan. 31 Jan. 29 Jan. 24 Jan. 24 Jan. 15 Jan. 17 Jan. 22 Jan. 22 Jan. 22 April 1 Jan. 20 Jan. 21 Jan. 28 Feb. 4 Feb. 12 Feb. 12 Feb. 14 SHIEIEIMTIEX Spring Is Here! T71 VERY WHERE Shcentex swatch books are working overtime today. • ^ A super-quality pyroxylin-coated fabric that's waterproof, "washable, won't crack or peel, Sheentex pleases porch, garden and terrace furniture designers by offering a wider range of fast, uniform colors, making possible strikingly beautiful combinations. It pleases manu-facturers with orders piling up, because large stocks on h#nd assure IMMEDIATE DELIVERIES to fill every need. Send TODAY for details and FREE swatch book! *SHEENTEX is a trade-marked name of Aslier & Boretz Pyroxylin-coated fabric. ASHER & BORETZ, Inc. COATED TEXTILES Dept. C, 900 Broadway New York City Credits and MIL (Met LYON rUr\NITUr\E MERCANTILE AGENCY AltTHUK S. LYON, General Manager Est. 1876—Publishers of LYON-RED BOOK The nationally recognized CREDIT AND COLLECTION AGENCY of the FURNITURE INDUSTRY and trades kindred—Carpet—Upholstering—Baby Carriage — Refrigerator — Stove — Housefurnishing 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, III - 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 ' . « . • • » • «»•» » » m x u u • • 30 FINE FURNITURE IMPROVED BUSINESS AND PROFITS Through Ethical Sales Events In Your Store The Joseph P. Lynch plan of success-fully merchandising furniture and housefurnishings merits your very careful consideration, for the follow-ing reasons: JOSEPH P. LYNCH . . . president of the Joseph P. Lynch Sales Company, who personally supervises all sales plans of his successful sales company. I You will convert merchandise into cash, with a satisfactory - margin of profit, more quickly than by any other method. 2 At the same time that you are reducing inventories and build- • ing up your cash balances you will be increasing the popu-larity and prestige of your store in your community. 3 Your sales-people will receive training in merchandising • through association with the Joseph P. Lynch experts that will be of inestimable value to you in the months and years following your sale. 4 You will be dealing with an organization that has been • successfully conducting sales of retail furniture and house-furnishing stocks for over a quarter of a century for many of the leading stores in the United States and Canada. A letter will bring uncontrovertible proof of the success of these sales events. 5 There are no reactions after a Joseph P. Lynch sale. There is • an increasing daily sales improvement as compared to the previous year. Such a sale has a vitalizing effect on your entire store personnel and is equivalent to a course in merchandising for your entire sales organization. When you attend the Grand Rapids Winter Show you are cordially invited to visit the Joseph P. Lynch Sales Company offices and discuss your merchandising problems with our Mr. Joseph P. Lynch. If you will state your problems fully and frankly he will give you his best judg-ment and advice without any obligation on your part. JOSEPH P. LYNCH SALES COMPANY General Office 148-154 Louis Street Grand Rapids. Michigan We appreciate your mentioning you saw this in FINE FURNITURE ! . " • • • * . . • - • • • . * . * \ - i*: "'• 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 32 FINE FURNITURE AUTHENTICALLY STYLED Embodying details of genuine historical interest, the PYNCHON HALL GROUP in mahogany is notable for its adherence to authentically styled Colonial furniture. The details of the dressers, vanities, chests, such as the spool turnings and reeded posts were taken from an Eighteenth Century sideboard found in Pynchon Hall, Connecticut, copied in the true spirit of the period. The PYNCHON HALL GROUP includes correlated pieces that are an outstanding achievement by ESTEY in the re-creation of Colonial furniture. DISPLAYED IN WATERS-KLINGMAN BUILDING ESTEY MANUFACTURING CO. OWOSSO MICHIGAN We appreciate your mentioning you saw this in FINE FURKITURE
Date Created:: 1937-03-01T00:00:00Z
Data Provider:: Grand Rapids Public Library (Grand Rapids, Mich.)
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