July/August Western Retailer by Western Retailer Magazine

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Journal of the Western Home Furnishings Association

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2009 Western Retailer of the Year Naturwood Home Furnishings Virginia and Lisa Keyes

CHANGE SERVICE REQUESTED Western Home Furnishings Association 500 Giuseppe Court, #6 Roseville, CA 95678 est.1944

July/August 2009

Journal of the Western Home Furnishings Association

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EDITORIAL STAFF Managing Editor: Melissa Dressler................................ mdressler@whfa.org Publisher: Melissa Robinson............................................ mrobinson@whfa.org

table of contents featured articles

Advertising Manager: Cindi Williams..............................cwilliams@whfa.org 2009 WHFA OFFICERS AND EXECUTIVE COMMITTEE

2009 Retailer of the Year

WHFA PRESIDENT

Naturwood Home Furnishings. . . 10

Marty Cramer - Cramer’s Home Furnishings, Ellensburg, WA...........(509) 933-2172 PRESIDENT ELECT Claudia LeClair - Fiesta Home Furnishings, Scottsdale, AZ...............(480) 951-3239

WHFA Thanks its Members . . . . 16

VICE PRESIDENT Angel Lopez - Dearden’s, Los Angeles, CA........................................(213) 362-9600

Barbo Furniture. . . . . . . . . . . . . . 23

TREASURER Chris Sanders - Everton Mattress Factory, Inc., Twin Falls, ID..........(208) 326-3407 SECRETARY

WHFA Conference Attendees Confirm Networking and Education Key to Success. . . . 24

Valerie Watters - Valerie’s Furniture and Accents, Cave Creek, AZ....(480) 483-3327 EXECUTIVE COMMITTEE CHAIR Keith Koplan - Koplan’s Furniture, Vancouver, WA.............................(360) 695-3388 PAST PRESIDENTS George Nader - Nader’s La Popular, Gardena, CA............................(310) 327-8585 Cherie Rose - The Rose Collection, Los Gatos, CA...........................(408) 395-7773

Mountain Woods Furniture . . . . 27

EXECUTIVE director Sharron Bradley - WHFA, Roseville, CA.............................................(916) 784-7677

New WHFA Programs. . . . . . . . . 29

AT LARGE EXECUTIVE COMMITTEE MEMBers Gary Absalonson - Walker’s Furniture Inc., Spokane, WA.................(509) 533-5500 Howard Haimsohn - Lawrance Contemporary, San Diego, CA.......... (619) 291-1911 Marvin Kerby - Kerby’s Furniture, Mesa, AZ.......................................(480) 834-3888 Lael Thompson - Broyhill Home Collections, Aurora, CO...................(303) 360-9653 WHFA/NHFA Liaison David Harkness - Harkness Furniture, Tacoma, WA...........................(253) 473-1234 WHFA Board Members Gene DeMeerleer - Furniture West, LaGrande, OR...........................(541) 963-5440 Patti Evans - Consignment Plus, Walnut Creek, CA...........................(925) 927-6600 Greg Follett - Follett’s Furniture, Lewiston, ID....................................(208) 743-0177 Eric Foucrier - Linder’s Furniture Mart, Garden Grove, CA................(714) 210-4848 Giff Gates - Gates Furniture, Grants Pass, OR..................................(541) 476-4627 Eric Harms - Black’s Home Furnishings, Yreka, CA...........................(530) 842-3876 Ron Hoesterey - Royal Mattress Company, Inc., Orange, CA............(800) 987-6925 Jerome James - Hafer’s Home Furnishings, Manteca, CA.................(209) 823-2122 Julian Jeppe - Reeds Furniture, Agoura Hills, CA..............................(818) 597-7800 Doug Kays - Premiere Home Furnishings, Los Angeles, CA.............. (310) 268-0811

in every issue

Chuck Kill - Bedmart, Tucson, AZ.......................................................(520) 887-7039 Tim Koerner - Koerner Furniture, Coeur D’Alene, ID..........................(208) 666-1525

Industry Beat . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Karen Kohlman - West Harvard Furniture, Roseburg. OR.................(541) 673-4221 Don Lemieux - Naturwood, Rancho Cordova, CA..............................(916) 638-2424

Board Member Q&A with Greg Follett. . . . . . . . 8

Jeff Lindsley - Lindsley’s Home Furnishings, Grangeville, ID.............(208) 983-1040 Sandy Lundgren - Ideal Home Furnishings, Olympia, WA.................(360) 790-3955 Robert Myers - Ashley Furniture HomeStore, Chico, CA....................(530) 345-2616

contact

Mark Navarra - Jerome’s, San Diego, CA..........................................(858) 753-1549 Michael Nermon - Ergo Customized Comfort, Irvine, CA...................(949) 833-0338 Scott Selden - Selden’s - Tacoma, WA...............................................(253) 922-5700 Sally Servidio - Silverado Home & Design, Napa, CA........................(707) 251-0888 Mike Shuel - Meredith Furniture, Yakima, WA....................................(509) 452-6221 Tom Slater - Slater’s Home Furnishings, Modesto, CA......................(209) 522-9097

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Phone: (800) 422-3778 (12 western states) (916) 784-7677 Online: www.WHFA.org

Pam Wright - Davis Furniture, Wenatchee, WA.................................. (509) 662-4511

WESTERN HOME FURNISHINGS ASSOCIATION STAFF Executive Director: Sharron Bradley................................................(916) 960-0345 Asst. Exec./Marketing Director: Kaprice Crawford..........................(916) 960-0346

Fax:

(916) 784-7697

Mail:

500 Giuseppe Court, Suite 6 Roseville, CA 95678

Business Manager: Janice Carlson..................................................(916) 960-0347

Western Home Furnishings Association is the western affiliate of National Home Furnishings Association

Events Manager: Cindi Williams.......................................................(916) 960-0277 Operations/Warehouse Manager: Jef Spencer...............................(916) 960-0386 Communications Planning Manager: Melissa Robinson................(916) 960-0349 Managing Editor & Webmaster: Melissa Dressler...........................(916) 960-0385 Membership Manager: Michael Hill..................................................(916) 960-0263 Member Services Specialist: Margie Jacobs...................................(916) 960-0199 Member Services Rep: Adam Gardner............................................(916) 960-0291

est.1944

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WHFA

ACADEMY

RRC RETAILER

RESOURCE CENTER

GBTU GPSXBSE

Your Industry. Your Future. Your Decision.

Accounting Assistant: Melody King.................................................(916) 960-2476

Contact WHFA at www.WHFA.org or (800) 422-3778.

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JUly/August 2009

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president’s message All of us that found the time and the means to make the annual conference in Maui were blown away by the sense of family that was present throughout the week. When times are tough all of us want to know that we are not alone; that there are others in the same boat we are in. More than any other conference, we found that in Maui. It was a conference filled with ideas, training and fellowship. There were a couple of things that stood out above all the rest for me. One was the dedication, loyalty and caring that the many sponsors displayed by being there. In a business climate that had a built-in excuse for not sponsoring our association, these manufacturers and vendors stood up and said we want to be a part of the solution. Many of them, knowing that this year would be a struggle for us, stepped up the level of their sponsorship. In my many conversations with the sponsors during conference, the one statement I heard time after time was how they felt a part of the WHFA and were so pleased they could be there. I encourage those of you who were not able to attend to go to www.WHFA.org and look over the list of companies that stepped up for us when we needed them most. Be sure to give these people a minute of your time the next time you have the opportunity. I think most of us agree that business is more fun and profitable when you choose to do it with companies that have our industry’s best interest at heart. I assure you these people do, and they proved it in Maui. Then there was the Retailer of the Year award. The folks from Naturwood in Sacramento were our honorees this year. I have seen many companies win this award over the years, but I have never been so moved by the honest and sincere manner in which the award was received. Being named Retailer of the Year in an industry with as many high quality companies as ours is an honor, no doubt. To win in a year such as the one we have just experienced is a special honor. To see this family of lifelong furniture retailers being so humble and sincere in their acceptance of the award was emotional for all of us. I know there was not a dry eye in the place when they were done. I will always consider that moment one of my most memorable from any conference. This month’s issue is focused on you, our members. Some of you belong for the many excellent moneysaving programs that WHFA has to offer. That is a great reason for being a member. But if that is all you are getting from your membership, you are cheating yourself. The true value is in the friendships and networking you receive by becoming involved. I am certain there are many of us out there that want to be more active in our great organization, but are not sure how to get started. I know this because for years I was on the outside looking in. I hope you will take the time to send me an email or give me a call. I would like to personally help each of you become a bigger part of the WHFA. I know that in the current business climate, it is tough to find the time to get more involved, but I have never met or even heard of anyone that did who didn’t agree it was one the best decisions they have ever made. I hope you will take a minute to contact me, there is a great experience waiting for you! Sincerely,

Marty Cramer 2009 WHFA president Cramer’s Home Furnishings Ellensburg, WA (509) 933-2172 marty@cramershomefurnishings.com

ON THE COVER 2009 Western Home Furnishings Association’s Retailer of the Year, Naturwood Home Furnishings, Rancho Cordova, CA. For the complete story see page 10. Contact WHFA at www.WHFA.org or (800) 422-3778.

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editor’s message As I started writing this letter, I realized this is the 40th issue of Western Retailer magazine that I have put together in my four years as managing editor. In these 40 issues, I have had the privilege of interviewing and writing about talented retailers throughout the west. During all of these interviews, one thing always stands out: the importance of family in this industry. Many of you are a part of a family-owned business, while others think of their competition as a part of their local family and can be seen sharing strategies and stories during industry events — I have never been a part of such a warm and inviting industry. I think it is fitting then that my 40th issue focuses on the family that has become such a large aspect of my life — WHFA members. Featured in this issue are three different WHFA members that all have a focus on family: • WHFA’s 2009 Retailer of the Year, Naturwood Home Furnishings, has been family-owned and operated for over 60 years. John and Virginia Keyes built a furniture empire based on great relationships with their customers, employees, manufacturers and family. Naturwood’s family values and dedication to their customers has been passed down to the fourth generation now entering the business. • Barbo Furniture began in 1934 when a Russian emigrant taught two brothers how to build and refinish furniture. Today, Chris Barbo has learned the craft that his father and uncle once mastered, and with his wife, Holly, they have been furnishing the homes of Bellingham, WA, with fine, sustainable furniture. • Mike and Dee O’Connell, Mountain Woods Furniture, have been manufacturering sustainable log furniture since 1991. Their old-fashioned, handmade log furniture has given them an award-winning product and their close-knit group and service makes most customers feel as though they are a part of their family. Each of these members shows the importance of family within their businesses, and they are a vital part to the entire WHFA family — and so are you. Without our members, there wouldn’t be an association. August is WHFA’s first annual Member Appreciation month and in honor of it, this issue is dedicated to all of you, our members. Thank you for welcoming me into your family for the last 40 issues, and I hope you enjoy!

Melissa “Mel” Dressler Western Retailer managing editor MDressler@whfa.org

looking forward to September 2009 Look for a brand new format with articles in these four sections: • Operational Excellence • It’s All About Sales & Marketing • Showroom Style

Last month’s feature articles are available online at www.WHFA.org.

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• The World Around Us

... Stay tuned!

western retailer

Contact WHFA at www.WHFA.org or (800) 422-3778.

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Welcome to the World of NEW. This September, step into a world of “new” at Las Vegas Market. A world focused on new styles and trends to inspire you—and tempt your customers. Where virtually every manufacturer will be introducing new and exclusive products in all home furnishing and accessory categories—before you see them anywhere else. At a time when “new” is necessary and business-as-usual doesn’t work––come to Las Vegas Market for new products, new promotions, and new events that allow you to win. Enter the world of “new.”

New World. New Way. www.lasvegasmarket.com

industry

beat

NHFA Offers HomeFurnishings.com Webinars to Connect Retailers With Consumers The National Home Furnishings Association (NHFA) launched a new national marketing program and consumer web portal, HomeFurnishings.com, during the High Point Spring Market. For retailers that could not attend the April Market, NHFA will offer informative web seminars on Tuesdays and Thursdays to show how HomeFurnishings.com can increase their retail traffic by using three key elements: a national advertising and promotion program, a furniture industry consumer web portal and a certified retailer program. During the initial program introduction, retailers particularly liked the promotional power of the national advertising program combined with the personalized and informative web portal where the consumer can go to get inspired and research their home furnishings needs. From the main web portal, the consumer can then click through to the closest participating retailer’s customized micro site and learn more about their chosen certified retailer and how he can help them meet their needs. The loop is closed when the consumer clicks through to the retailer’s store website or visits the store to make a purchase. Dave Masin, vice president of sales and marketing for Masins in Seattle, commented that, “For a small investment in HomeFurnishings.com our exposure will be exponentially better than any other medium including web banners and Google ad words. Plus

board

Robert A. McGraw Architect is changing the face of von Hemert Interiors’ 55-year-old store in Laguna Beach. The remodeled store will feature a classic Tuscan style, echoing the design of many homes along the Orange County coastline.

our industry? A The furniture industry is constantly changing and I am inspired by new ideas, innovations and of course the relationships I have made over the years within the world of home furnishings. Also, the ability of most people to openly share what is working or not working within their business is always like a breath of fresh air — and many times I walk away with a great idea to utilize back at my store. Q What are the rules you live by? A I am pretty much like most people in our industry in this sense — I believe in being honest and also in speaking my mind. This doesn’t always have the best outcome but it almost always leads to my learning something or in some rare instances, I teach something to someone else. Q I earned my first paycheck: A Picking up golf balls out of the lake at our local country club. I remember that everyone thought a driving range with floating balls would be so cool. Those same people should have had to wade around in that mucky lake and experience what a leach really feels like when attached to you — anyway, I thought is was great at 10 years old. Q Why did you join WHFA? A I was kind of a carry over from the dissolving of the Northwest NHFA chapter. I was the president of Next Generation at the time (now known as Fast Forward), and when the NW chapter was done I was automatically put on the board of WHFA. I believe I have been their ever since… Today I am a member almost exclusively because of the relationships and abundant networking the group shares.

Q&A with Greg

ne onth tu Every m rd Member a into Bo learn more o Q&A t ur WHFA o about y embers. m board Greg Follett Follett's Furniture 825 Main St Lewiston, ID 83501-1837 (208) 743-0177 boogenz@clearwire.net

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Von Hermet Interiors’ Laguna Beach Location Gets a Face Lift

Q What motivates, invigorates and inspires you about

member

it’s really easy to use.” He went on to say that he thinks, “HomeFurnishings.com will increase the visibility of not only their website but also their store, and it will help to educate their clientele to know exactly what they are searching for.” The NHFA HomeFurnishings.com national promotional program, consumer web portal and Certified HomeFurnishngs.com Retailer program will prelaunch in October 2009 with the national promotional program kicking off in the first quarter of 2010. Webinars will be conducted on Tuesdays at 10 a.m. and Thursdays at 2 p.m. Eastern Time. To attend a webinar please contact Dianne Therry at dtherry@HomeFurnishings.com or call (800) 888-9590 ext 6126 to reserve a date and receive login instructions.

western retailer

Contact WHFA at www.WHFA.org or (800) 422-3778.

The store’s exterior will be composed of natural stone, Stucco plaster and a Mediterranean clay tile roof. Visitors will enter the store through 8 x 10-foot custom mahogany and frosted glass doors adorned with decorative wrought iron grill work and surrounded by custom original tile from commissioned artist Omar Torres. Two large display windows on each side of the doors and smaller windows in the faux second level will be framed with matching wood. A trellis over each of the outlying display windows will provide symmetry around the central grand entrance. “The remodel of our Laguna Beach store will create a more pleasant and inspirational environment for our customers, so we can continue to provide exceptional customer service and an exquisite selection of one of a kind, hand crafted domestic and European home furnishings and accessories,” said Barry von Hemert.

The Kootenai Cancer Center has operated in Coeur d’Alene, ID, since 1987 providing comprehensive cancer care for local residents and conducting clinical research. The center was built through the generous support of the community and relies on community support for programs and services that make a difference in the quality of life for cancer patients in the community.

Koerner Furniture Donates Five Percent of Sales to Kootenai Cancer Center Between Monday, May 4 and Sunday, May 17, Koerner Furniture donated 5 percent of their sales to the Kootenai Health Foundation to benefit the Kootenai Cancer Center, totaling over $4,600. When past owner, Richard Koerner, was diagnosed with brain cancer in 2007, he and his family became a part of the Kootenai Cancer family. While Rich passed away in 2008, his legacy lives on through his sons who want to help others with cancer. Today, Richard’s sons, Tim and Mark, own the business and wanted to give back to the community who has supported them over the years. “When Dad was sick, we spent a lot of time at the Cancer Center and were surprised by the number of families we knew there. Our Dad knew the importance of giving back, and we would like to follow his lead by supporting the work of the Kootenai Cancer Center. They help a lot of families just like yours and ours, through tough times,” Tim said. Contact WHFA at www.WHFA.org or (800) 422-3778.

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JUly/August 2009

2009 Western Retailer of the Year

Naturwood Home Furnishings Rancho Cordova, CA

o the people who drive Highway 50 in Northern California, Naturwood Home Furnishings has become a landmark of the Sacramento area with their iconic clock tower and waterwheel that can be seen from the freeway at their flagship location in Rancho Cordova. When people think of Naturwood Home Furnishings, they know it is a place synonymous with quality furniture, excellent service, and a warm and inviting family. Named as the 2009 Western Retailer of the Year, Naturwood Home Furnishings has been family-owned and operated for over 60 years and places a great emphasis on their relationships with their customers, manufacturers and employees. Many employees have been a part of the Naturwood family for over 20 years, and it is apparent that this close-knit group of people enjoys seeing each other every day. Over the years this closely connected team has perfected retailing excellence.

In the beginning…  Melissa Dressler Western Retailer managing editor

Naturwood Home Furnishings opened its doors in 1948 on 25th Street and Broadway in Sacramento. Owner Walter A. Keyes, decided to name the store “Naturwood” in order to reflect the quality of unfinished wood furniture that was for sale. Over the years, the business flourished and eventually moved to a larger location on Stockton Boulevard, which was the thriving business center of the day. In 1957, Walter passed away, leaving his 19-year-old son John to assume the responsibility of managing the business for his mother. John loved the furniture industry and it was a part of his livelihood, so he took on the challenge and excelled. A few months later, John met his future wife Virginia and married her two years later — beginning the legacy of a great partnership. Over the years,

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Contact WHFA at www.WHFA.org or (800) 422-3778.

Back row: Johnny, Virginia, Lisa Keyes; seated: John Keyes in 1984

Naturwood Home Furnishings staff

Stockton Blvd. Naturwood Home Furnishings location, Sacramento, CA, 1976

Naturwood Home Furnishings present day

John learned the value of offering customers integrity and quality and made this a top priority. John and Virginia were dedicated to the business and the industry, often working late into the night to get things ready for customers. “I can remember my brother and I would be in bunk beds in the Stockton Boulevard location, and we would be watching TV until we fell asleep. We could smell lacquer because my dad and mom would be spraying it in the back,” Lisa Keyes, president, remembered. “They were always working on something. They would be in the back until 2 to 3 a.m., and then we would leave and on the way home we would stop for french fries at Harvey’s.” In the early 1970s, John recognized the customers’ desire for antique oak reproduction furniture, so he began to manufacture oak balland-claw tables. Having been very successful in the business, John and Virginia decided to make a giant leap and purchased Naturwood from John’s mother. In 1975, they opened a 20,000 square foot retail outlet in nearby Rancho Cordova, CA. John eventually phased out of building his own furniture when demand increased for factory-finished items. Focusing all of his energies into retail, the business continued to thrive. “In 1979, our current property along the highway became available for $75,000. Dad wanted to purchase it, and my mom didn’t,” Lisa said. “I was in the hospital and here comes John Contact WHFA at www.WHFA.org or (800) 422-3778.

wanting me to sign off on his life insurance policy,” Virginia added. By cashing in his life insurance policy, John was able to purchase three acres of land off of the busy Highway 50. Virginia’s parents, Bob and Rose Skamnes, helped John and Virginia design and build the store of their dreams — which included the iconic waterwheel and clock tower. “My grandfather had built a paddlewheel in the backyard of my parents’ house and said that they needed a landmark for the store,” Lisa said. “So my grandfather and my dad cut out parts in his garage and built the landmark with my father helping him.” In 1984, the new two-story, 38,000 square foot store was opened. Twelve years later, an additional 49,000 square feet was added to the building, making it the largest retail furniture showroom in Northern California. In 2000, Naturwood opened a second store location in nearby Roseville and in 2005, the Roseville location was relocated to a larger building of 58,000 square feet on Highway 80. While on an annual fishing trip with business associates and friends Store Locations: Rancho Cordova and Roseville, CA in June 2006, John suffered a massive Type of Store: Full-line heart attack while Year Founded: 1948 reeling in a large Number of Employees: 90+ Tyee-King Salmon. Today Virginia, Number of Store Locations: 2 Showrooms & 1 Outlet chairman, and Lisa Website: www.naturwood.com continue to run a Top Manufacturers: Stuart David, Flexsteel, Stickley, successful business Broyhill & Lane Home Furnishings by keeping John’s original principles WHFA Member Since: 1984 of integrity, quality

At a Glance

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JUly/August 2009

and services in mind. With over 90 employees and a diverse product assortment, Naturwood Home Furnishings is still the place to shop in the greater Sacramento area and has been named “The Best Place to Buy Furniture” the last three years in a row by Sacramento Magazine readers.

The Showroom When customers first walk into the Naturwood showroom, they only see a small portion of the store. The large 87,000 square foot showroom is comprised of highquality, medium price point items and features galleries from Broyhill, Rowe, Flexsteel and Stickley. Naturwood offers customers many special order lines that allows products to be customized to their liking. “We offer products that have a lot of choices in finishes, fabrics, woods, hardware, etc.,” said Lisa. Giving the customer different options makes Naturwood stand out from other stores in the area. “There are very few competitors in our marketplace that do special order to the extent that we do,” said Michelle Howard-Jones, advertising director. Customers will also notice green tags attached to many of the products in the showroom that say “Made in North America”. Trying to meet the needs of consumers who wish to only purchase American made products, Naturwood developed these tags which are attached to all products that are manufactured in the U.S., Canada or Mexico. The tag also informs eco-conscious customers about the origins of where products were made.

Sustainable Retailing Naturwood has always been conscious of the environment around them and has provided customers with a choice of high-quality, sustainable furniture. Over the last few years, the green trend has made more options available and Naturwood has taken advantage of them. “Our focus on sustainability really goes back to John. He was the buyer for the company for many years, and he was very particular in what he would buy,” Don Lemieux, COO, said. “When everyone was out buying other stuff, he was buying good, solid wood products. We have been carrying this type of product for a long time, but now there is a term for it. We sell a lot of solid wood, which eliminates the harmful glues that are used with MDF or plywood furniture. And for every tree that is cut down in the U.S., they are replaced by three more trees.” 12

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Naturwood has many other products to offer the eco-friendly customer and has changed many of its business practices to also be friendlier to the environment. Over the last few years, they switched from using solvent-based lacquers to only water-based lacquers in the warehouse. They also switched their fabric protection plan to a dry plan, so they no longer spray chemicals onto a customer’s upholstery. Five years ago Naturwood partnered with the Sacramento Municipal Utility District and had their entire store relamped for incandescent fluorescent lights, and the warehouse is now set up to have lights automatically turn off in aisles that are not occupied. All of their cardboard is recycled and they are currently looking into different opportunities for recycling their Styrofoam.

Advertising In order to reach Naturwood’s target demographic of women ages 25-54 years of age, they focus their attention on all of the traditional media of newspaper, television and radio and have begun to have an online focus. “There is quite a shift in consumer habits and media, so we are trying to shift with that right now. We have a fairly extensive website, and we are doing marketing with The Sacramento Bee newspaper on their site,” Michelle said. “We also try to get onto radio station websites, so we are getting added value to our traditional advertising and gain that exposure.” Along with their traditional advertising, Naturwood often holds in-store events to commemorate special occasions and holidays. One event that drew a huge crowd to the store was a key promotion that they did in the late 1990s. “We did a direct mail piece with a key inside of it, and customers were to come in and check the lock to see if they had won a room full of furniture,” Michelle said. “We had a huge crowd show up and there was a line of people wrapped around the store and out the door wanting to see if they had the winning key!” Over the past few years their events have become a little more low-key, but they do always

Contact WHFA at www.WHFA.org or (800) 422-3778.

Congratulations to the 2009 WHFA Retailer of the Year and our retail partner,

Naturwood Home Furnishings

These days, there are many resources available for buying furniture. But, how many can offer great style, a product assortment for every room of the home and a strong mixable container program, all with a financially sound company? Wynwood Furniture offers timeless designs that are on trend with what is happening in todayâ&#x20AC;&#x2122;s marketplace. Our careful attention to craftsmanship ensures that we provide superior quality every time. Together with retail-focused price points, we have the furniture that will sell. That is our priority. Wynwoodâ&#x20AC;Ś..Comfort and Style Defined

Las Vegas Showroom - World Market Center Building A, 5th Floor High Point Showroom - Plaza Suites, 4th Floor www.wynwoodfurniture.com

like to create a festive energy with themes. “We try to incorporate some fun things when we do our clearance type events like parking lot sales,” Michelle added. “We have a theme to make it a little more fun for the customers and employees. So with a Hawaiian-themed event, we would all wear Hawaiian shirts and give away a trip to Hawaii.”

The Perfect Delivery Naturwood’s two warehouses are about a mile from the main store location. “We outgrew the first one, which is a fully-racked warehouse with high-cubed storage,” said John Self, operations manager. This warehouse has utilized RFID technology for the last eight years and now has a 99 percent accuracy rating in locating furniture. “The other warehouse is a bulk storage warehouse where we store uncartoned goods. Many of our products come in uncartoned, and we don’t mix the two because it is dangerous for the furniture. Also housed in the second facility is the delivery area, pick-up area, transfer area and a full shop,” John added. The last thing featured in the second warehouse is a 16,000 square foot outlet store featuring close out and discontinued items, which John Keyes called, “The best kept secret in Sacramento”. The Naturwood delivery process is one of the most comprehensive you will find. The day before a delivery is to be made, goods are pulled and staged. At this time, everything is fully assembled to ensure there are no missing pieces or damage. The next component of Naturwood’s Perfect Delivery Concept is the delivery. A year and a half ago they converted from an outside delivery service to doing it all in-house. “Outsourcing our delivery didn’t prove to be effective for us,” said John. “Bringing it in-house gave us more control. Our delivery trucks leave here in the morning and we track them throughout the day. The drivers are responsible to call in at the conclusion of every delivery at which time we survey the customer to make sure their entire shopping experience was exceptional.” If there are any issues with the delivery, a service appointment is made so that the

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problem can be fixed immediately. Since switching to in-house delivery, their customers are more satisfied with their purchases and returns have dropped 95 percent. “Ultimately we thought we would save money on our workers’ compensation, truck leases and manpower by outsourcing the delivery. It ended up that you do save money on those items, but you also sacrifice a lot of the control. Our customers are much happier now that we are making the deliveries,” Lisa said.

Giving Back to the Community Having been a part of the greater Sacramento community for the past 61 years, Naturwood feels it is important to support their local community as well as the furniture community. They are very active in supporting numerous organizations from Families First, Salvation Army, Shriners Hospitals for Children, local schools, Sacramento Children’s Receiving Home and many more. “We have done so many things over the years, but one of my favorites was when we did a fingerprinting program for children,” Michelle said. “We partnered with one of the local TV stations, and we would go out and help them with the fingerprinting at different family events.” When Hurricane Katrina hit the Louisiana area in 2005, many of the people were transferred to temporary housing throughout the country — including a local Air Force Base. Naturwood worked with the Red Cross and Salvation Army to furnish apartments at the base and donated a large sum of money to help the victims. “We furnished apartments for the victims at the Air Force Base,” said Lisa. “We also held a big fundraising event at our store, where we raised money from the sales and sent a large check to the Red Cross. That year, we also decided as a staff to forfeit our Christmas party and donated that money as well — in total we gave them about $12,000.” Shortly after John’s death in 2006, the Naturwood team began an annual golf tournament called Friends Remembering Friends, which honors special furniture industry friends of

Contact WHFA at www.WHFA.org or (800) 422-3778.

Waterwheel Fun Facts Northern and Central California who have passed away. All of the money raised from the event is donated to local charities. “It is an industry-wide event, but Naturwood is very involved in the planning of the tournament. Four of us [from Naturwood] are involved on the committee, and we offer our location for meetings,” said Michelle. This year’s tournament is scheduled to take place on September 21 at the Dry Creek Golf Club, with all of the proceeds going to the, Shriners Hospitals for Children.

Honored by the Industry When Naturwood Home Furnishings first learned that they were named the 2009 Western Retailer of the Year there were a lot of tears and tremendous pride felt throughout the company. They were proud and humbled by the honor but also saddened that John was unable to see his company receive such a prestigious award. “I think my parents worked really hard for years, and it is really too bad that my father couldn’t be here. It hurts that he wasn’t here to see it happen,” Lisa said. “I feel he knows what is going on, I believe that,” Don added. “I don’t think that any two people here could deserve this award any more then Virginia and Lisa.” “We all are overjoyed and honored to hear that we are awarded this honor from Western Home Furnishings Association and our peers,” said Virginia. “This award is due to the hard work and dedication of our entire staff. Each employee is a very important member of the entire team that makes the company work so well.” As for the future of this great business, Lisa and Virginia are focusing their energy on keeping the business profitable and their employees happy. There are no immediate plans for expansion of Naturwood, but Lisa says it depends on where the business takes them. With the fourth generation of the Keyes family now entering the business, they will continue the legacy of being a great home furnishings retailer for generations to come.

Contact WHFA at www.WHFA.org or (800) 422-3778.

• • • • • • • •

Built by Robert M. Skamnes and John Keyes in 1988. Will turn with a pint of water Turns 5 revolutions per minute 16’ diameter & 50.24’ in circumference 15,072 revolutions an hour Revolves at 2.85 mph 68.5 miles per day 25,005 miles per year (Distance around the world is 25,000 miles)

Congratulations to Naturwood Home Furnishings on receiving the 2009 WHFA Retailer of the Year award. Your dedication to our studiorowe gallery program is especially appreciated. We toast to your ongoing success.

rowefurniture.com

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JUly/August 2009

WHFA Member Longevity

Thank You For Over 65 Years of Support, Direction and Purpose

estern Home Furnishings Association was formed in 1943 when a group of Southern California retailers banded together for protection and clarification of OPA rules and regulations. The new Association pledged itself to maintain the best possible selling prices and service under war conditions, to improve the retail furniture industry, and express their wish to work handin-hand with the policies of Better Business Bureau of Los Angeles. As WHFA celebrates 65 years of service to retailers, our mission has remained unchanged: banding retailers together for the betterment of their business and the industry. Over the years, WHFA has provided continuous education, discounted programs and services and fought detrimental legislation for its retailers. Throughout the years, members have improved their businesses and gained best ideas through education and networking. WHFA strives to keep members current on industry trends, money-saving ideas and techniques and facilitates retailer-to-retailer best idea exchanges. Members can participate in regional lunchand-learn meetings, annual conferences, seminars at the Las Vegas Market and continuous education through the associationâ&#x20AC;&#x2122;s publication Western Retailer. The development of industry publications and manuals over the years continues to help members streamline their business and keep them on the cutting-edge of retailing. Now members have over 54+ money-saving programs available to help their business in the categories of insurance, finance, advertising, human resource, operations, logistics and management. With new programs being added every year, WHFA has become a virtual one-stop shop for its members when looking for less expensive solutions to business needs. Western Home Furnishings Association would like to thank all its members, sponsors and industry supporters for over 65 years of direction, support and purpose. WHFA was formed by retailers for retailers and your involvement is the key to our success and yours.

Thank You, Your Western Home Furnishings Association Staff

JUly/August 2009

western retailer

Contact WHFA at www.WHFA.org or (800) 422-3778.

Members for 30+ Years

Valley Furniture Co., MT Wagner’s Home Furnishings, MT Wenger Furniture, CA

Members for 20 – 29 Years

Blackledge Furniture Company, OR C S Wo & Sons Ltd, HI Copenhagen Furniture, CA Davis Furniture, WA Dearden’s, CA Eastern – The Furniture Company, CA Ennis Fine Furniture, ID Fedde Furniture Co., CA Flegel’s Home Furniture, CA Gates Home Furnishings, OR Globe Furniture Co., OR Harkness Furniture, WA Henry A Schroeder & Sons, OR Kay Phillips La Popular Furniture, CA Lawrance Furniture, CA La-Z-Boy Furniture Gallery, CA Lompoc Furniture Mart, CA M Jacobs Fine Furniture, OR Mark Brown & Sons Ethan Allen, UT Masins Furniture, WA McCreery’s Furniture Company, CA Pedersen’s Furniture Company, CA Plains Furniture, WY R.C. Willey Furniture, UT Selden’s Interior Furnishings Inc., WA Shleifer Furniture Co, OR

Al’s Furniture Inc., CA Angeles Furniture Co Inc., WA Baby News Stores, CA Barr’s Furniture, CA Beck’s Furniture, CA Behar’s Furniture & Carpets Inc, WA Cal-Mart Furniture, CA Chapanian’s Furniture, CA Conlin’s Furniture Co (corp office), MT Connolly’s Furniture, CA EMW Carpet & Furniture Co., CO Engles Furniture, OR Erickson Furniture Co, WA Erik’s Furniture, CA Flomer Furniture & Appliance, OR Follett’s Furniture, ID Frellen’s Inc., CA Fretwell’s Ethan Allen Gallery, CA Furniture Center Inc., ID Furniture Classics, AK Furniture Enterprises of Alaska, AK Genghis Khan Furniture, CA Hansen’s Furniture, WA

“

Henderson Furniture Inc., CA House of Values, CA Howard Lorton Galleries, CO Jerome’s Furniture Warehouse, CA Jon’s Home Furnishers, CA Josh Underhill’s Family Furniture, WA Joy’s Furniture Galleries, AZ Kaufman Scroggs Home Furnishings, WA Lindsley’s Home Furnishings Inc., ID Low’s Furniture, CA Meredith Furniture Inc., WA Mitchell Litt Antiques, CA Murray’s Furniture, OR Naturwood Home Furnishings Inc., CA Newell Hunt Furniture, WA

continued on page 18

I am a member of WHFA because of their great business

We save so much money on these items, especially with the discount rate on the bankcard program. Also, the networking at the

programs and services that we use.

conferences, not to mention the great locations, allows us to

meet and make friends

”

with some of the best people.

We look forward to meeting them year after year at conference.

Mike Shuel, Meredith Furniture, Yakima, WA One Store Location, WHFA Member Since 1986

Simplify Your Business Life Contact WHFA at www.WHFA.org or (800) 422-3778.

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Western Home Furnishings Association 800.422.3778 • www.WHFA.org

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JUly/August 2009

continued from page 17 Noriega Furniture, CA Olsen’s Furniture, WA PTS Home & Office Furniture, CA Rapport Co. Inc., CA Robbins House of Furniture & Carpet One, CA Runge Furniture Company, ID Shannon’s House, Inc., CA Shaw’s Furniture & Appliance, WA Shock’s The Home Comfort Store, CA Siesta Sleep Center / JSS Inc., CA Sit N’ Sleep, CA Slater’s Home Furnishings, CA Sterling Furniture, UT TFT Interiors, CA The Mattress Factory, OR The Sleep Train, CA Wada King Interiors, CA Walker Furniture, NV West Harvard Furniture, OR Wilson’s of Redmond, OR Wood & Things Inc, WA

Member for 15 – 19 Years

Advantage Rental / Purchase, CA Allen Discount Furniture, CA American Furniture Warehouse, CO American Oak Wholesalers & Auction Co., CA Banner Mattress, CA Beds For Less, Inc., OR Bitterroot Furniture, MT Boulevard Home Furnishings, UT Byers Guide Training & Consulting, CA Carpets Plus, CA Ciao Interiors, MT City Design, CA Colorado Style, CO Continental Furniture, WA Copenhagen Interiors, CA Curry’s Furniture, CA Design & Interiors, CA Designer Furniture Gallery, UT DJ Bettencourt Furniture Gallery, OR Don Willis Furniture, WA Dowd Interiors, CA East-West Furnishings Inc, DBA Futon’s & Such, CA Fashion Furniture, CA Fenton Maclaren, CA Fishel’s, OR Flairmont Furniture Carpet One, CO Frank’s Furniture, CA Furniture Center, CA 18

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Furniture West, WA Furniture West, Inc., OR Great American Home Furnishings, OR H.J. Garrett Furniture, CA Hafer’s Home Furnishings, CA Hampton Furniture Co, OR Hank Coca’s Downtown Furniture, CA HomeSpace / WorkSpace, CA International Storage Systems, Inc, TX It’s Bedtime, WA J. Edgar Anderson Furniture, CA Kerby’s Furniture, AZ Koerner Furniture, ID Krahn’s Home Furnishings, ID L. Johnson Furniture Inc, OR La Popular Furniture, CA Lawrence Contract Furnishers, CA La-Z-Boy Furniture Galleries, CO La-Z-Boy Furniture Galleries, NV La-Z-Boy Furniture Galleries / Las Vegas, NV La-Z-Boy Furniture Galleries / MGM Galleries, CA Lyon’s Furniture & Sleep Center Inc, WA Marchant Home Furnishings, WA Mattress Factory Outlet, WA Mattress King, MT Murphy’s Furniture, OR Neuvie, CA Patio & Dining Lifestyles, CO Peninsula Floors & Furnishings, WA Phillips Furniture & Appliance, NV PJs Sleep Co., Inc., CA Poppleton’s Interiors, CA Randahl Ramos Studios, CA Red Door Interiors, CA Reeds Furniture, CA Rock Bottom World of Furniture, CA Rosso’s Furniture, CA Salmon’s Furniture Galleries, CA Sandpoint Furniture/Carpet One, ID Sierra Timberline, CA Sleep N Aire Mattress, CA State Compensation Ins. Fund, CA Sylvan Furniture, ID The Dalles Furniture Co, OR The Furniture Store, CA The Mattress Stop, CA The Oaktree & More, AZ The Rose Collection, CA Three Brothers Furniture, CA Tobias Consultants Inc., CA Tucker’s Valley Furniture, Inc., CA Ulferts Furniture, Inc., CA Weatherby’s Furniture, CA

Member for 10 – 14 years A Bedder Bed & Furniture Co., CA ACI - The Display People, OR Al Davis Furniture, CA American Furniture Galleries, CA American General Finance, IN Andrews Furniture Galleries, OR Ashley Furniture HomeStore, CA

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Ashley Furniture Homestore, AZ Associated Volume Buyers, CA Babies A Lot, CA Baker Brothers, CA Barron’s Home Furnishings, OR Bedfellows, CA Bedroom Express, CA Bel Red Furniture, WA Benfatti’s, Inc., CO Ben’s Furniture TV Appliances, CO Bill DeGroot’s Floor Service, CA Billiards & Barstools, CA Billiards Depot, CA Black’s Home Furnishings, CA Brenner’s Furniture, OR California Backyard, CA California Design Center, AZ Carls Furniture, CA Carroll’s Paint & Floor Coverings, CA Casual Dining & Bar Stools, CA Century Lighting, CA Charles Furniture Co., CA Circa A.D., Inc., CA Classic Antique, OR Commercial Home Furnishings, ID Connie’s Mattresses & More, CA Consignment Plus Home Furnishings Inc, CA Contents Interiors, AZ Cramer’s Home Furnishings, WA Daylight Home, Lighting & Patio, CA Delivery Solutions Inc, CA Del-Teet Furniture, WA Design Center Associates, CA Don’s Carpets, CA Emmett Eiland Oriental Rugs, CA Ethan Allen, CA Evan’s Furniture Galleries, CA Exclusive Furnishings, CA Executive Furniture Leasing, FL Flayanna Rogers, CA Fort Bragg Furniture Mart Inc, CA Furbelows Fabrics, CA Furniture Innovation, CA Furniture N Mattress City, CA Furniture USA, CA Genji Antiques, CA Hall’s Furniture & Appliance, CA Hannah’s Home Furnishings, CA Holbrook’s Clearance Center, CA Hollywood Bed & Spring Mfg. Co., CA Hoot Judkins Furniture, CA Inland Design Center, CA Innovative Delivery Systems, Inc, CA Irish Peddlers Furniture Emporium, Inc., NV Italy 2000, CA Joe Fenton, CA Kelly’s Future, CA Ken Schoenfeld Furniture, WA Kids ‘N Cribs, CA Kim’s Flooring & Construction, CA Laid-Rite Floor Covering, CA La-Z-Boy Furniture Galleries, OR

Contact WHFA at www.WHFA.org or (800) 422-3778.

La-Z-Boy Furniture Galleries, OR Leaders Centro Del Hogar, CA Liberty Glenn, NV Linder’s Furniture, CA Living Styles Fine Furn. Galleries, CA Ludeman’s Fireplace & Patio, OR Mancini’s Sleep World, CA Marti’s Interiors, OR Mattress Land, CA Michi’s Floor Co., CA Miller & Sons Floor Covering, CA Mountain Timber Furnishings, CO Muebleria Guadalajara, CA Mum’s Place, CA Murphy Beds of CA, Inc., CA Nader’s LaPopular Furniture Stores, CA National Furniture Liquidators, CA Nomadic Arts, CA Nor-Tech Flooring, CA North East Furniture, UT North Valley Mattress & Oak, CA Norwood Furniture Sales, Inc., AZ Oak Warehouse, CA Oceanic Arts, CA Outwest Furniture, Inc., CA Parmer’s Fine Furniture, CA Pine Trader Antiques, CA Premium Floor Covering, Inc., CA Resource Associates, Inc., CA Roby’s Furniture, OR

y Monthl ecial ts Sp c u d o r P

Rocker World of Arizona Inc., AZ RooMax by March Enterprises, Inc, CA Roxco Discount Furniture, CA Royal Mattress Company, Inc., CA Russell’s Fine Furniture, CA Sam Clar Office Furniture, CA Saundra’s Furniture & Design, WA Scan Home Inc., AK Sequoia Billiard Supply, CA Sleep City, CA STC Interiors Inc, CA Sukman’s Inc., AZ Sun Valley Decor Shoppe, CA Sunrise Home, CA Taylor Moore Design Group, CA Teak Emporium, CA The Caretakers dba: Joel Jones Furniture, CA The Trading Post, CA Thomasville Home Furnishings of Orange City, CA TR Trading Company, CA Tradeway Stores, CA Valley Furniture, MT Viking Trader, CA Vintage Oak, UT Water Street Antiques, CA West Coast Carpet Installations, CA West World Imports, CA Willits Furniture Center, CA Wilson’s Furniture, WA Woods Furniture, Inc, CA

yourspace Home Furnishings, CA Yuma Furniture Gallery, AZ

Member for 5 – 9 years

Accent Carpets, CA Advanced Comfort Tech. DBA/ Intelli-Bed, UT Aegean Designing Whims, CA Against The Grain, CA Ambience Furniture, CA American Wholesale Furniture, CA Appleton Furniture and Design Ltd., MT Arizona Leather Company, CA Ashley Furniture Home Store, CA Ashley Furniture Homestore / Furniture Homestores, CA At Home, CA Atmosphere Interiors, CA Aven Furniture, CA Banner Carpets & Drapery, CA Bassett Furniture Direct, WA Bassett Furniture Direct of California, CA Bassham Furniture, NV Beautiwood Furniture, CA Bedrooms & More, WA Bedrooms Direct, CA Benjamin’s Home Furnishings, OR Best Buy Furniture, CA Better Beds & Furniture, CA Bordona’s Oakdale Furniture, CA

continued on page 20

30% OFF*

On All Furniture Sliders by

Mixing things up in your showroom has just been made EZ. Summer is the time to revamp your showroom design by moving your vignettes and giving your store a new look. Your showroom staff will appreciate the back-saving convenience and safety of using the EZ Move system. Simply place your heavy products on the moves and push them into position. No heavy lifting or tilting on dollies required. Available for both carpet and hard surface applications. Call, fax or order online today.

Save 30%* on Furniture Sliders from the WHFA Products Program.

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Western Home Furnishings Association

Call Jef Spencer, warehouse manager, today to place an order. (916) 960-0386 • (800) 422-3778 • www.WHFA.org

Contact WHFA at www.WHFA.org or (800) 422-3778.

western retailer

*Save 30% off non-member pricing

JUly/August 2009

Harbor Light Furniture & Flooring, MT Hardings Furniture, CA Harrington Home Furniture Outlet, CA Haus & Home Interiors, CA Hauser’s Patio, CA Heritage Reflections, ID Home & Garden, CA Home Collections, OR Homecrafters, MT Homelegance, Inc, CA House of Kustom, AK Hutchinson’s Furniture of Lake Havasu, AZ Ideal Home Furnishings, WA Inhouse Design Studio, CA Inner Living by Shannon Michelle, Inc, CA Interiors, CO Interiors, CA Isaak’s Home Furnishings, WA Jaben Holdings, Inc., CA Jamestown Manor-Ethan Allen, CA JBS Showroom, CA JM Design Center, CA JR Furniture USA, Inc., OR Juniper Hill Furniture & Access., NV Kantor’s Discount Office Furniture, CA Larry Sleight Sales, CA Larson’s Home Furnishings, OR Las Vegas International Furniture Inc., NV La-Z-Boy Furniture Galleries, WA La-Z-Boy Furniture Galleries, CA Lifestyle Furniture, CA Martel Interiors & Home Furnishings Inc., CA Matthews Mattress, CA Mattress Showroom, CA Meridith Baer & Associates, CA Mesquite Furniture, NV Metro Home / Metro Cooks!, AK Michael Alan Distinctive Home Furn., AZ Midway Appliance, CA Minerva’s Furniture, CA Mission Mattress, MT Mogheli’s Furniture, CA Mor Furniture, CA Muebleria Del Sol, AZ Nader’s Furniture, CA National Bedrooms & Furniture, WA North Coast Floor Store Inc, CA Oasis Bedroom, AZ O’Keefe & Lawler, Inc, WA Old Town Furniture, CA On The Web Marketing, NV One Stop Home Furnishings, WA Pomegranate Home, CA Praetzel’s Fine Furniture, CA Premiere Home Furnishings, CA Prestige Furniture, CA Professional Diversified Flooring, CA Ramos Furniture, CA Richard Kirishian Rugs & Home, WA

continued from page 19 Brett Interiors, AZ Brownstone, Inc., CA Burris Window Shades, CA California Futons, CA Canevari’s Carpet, CA Cascade Furniture LLC, WA Certified Flooring, CA Complete Suite Furniture, WA Concepts Furniture & Accessories, CO Copenhagen Imports, AZ CornerStone Interiors, ID Corona Furniture Co., CA Country Oak and Stoves, CA Creson’s Mattress Gallery, CA Crown Bedrooms, UT David’s TV & Appliance, WA Davidson’s Furniture & Interiors, CA Design Galleria By Valentine, CA Design House Furniture, CA Design House Furniture Galleries Inc, CA Design Source Furniture, AZ Designs In Oak Furniture, CA Dome Inc., CA Double D Furniture, AZ Dream World Design, UT Drees, Inc., WA Easy Life Furniture Inc, CA Elbrus Furniture Company, OR Eldredge Furniture, UT Elizabeth Michaels Inc, CA Ergo Customized Comfort, CA Escalate Retail, CA Eureka Floor Carpet One, CA European Sleep Design, Inc., CA Everton Mattress Factory, Inc., ID Fendon’s Furniture & Reupholstery, CA Fiesta Furnishings/ Brix Home, AZ Foliage Furniture & Interiors LLC, CA Fossil Creek Galleries dba LA-Z-Boy Furniture Galleries, CO Furniture 101, CA Furniture Direct, NV Furniture Factory Direct, WA Furniture Plus & Decor, CA Furniture Warehouse, OR Furniture With Flair, OR Gary O Furniture, CA Gerber’s Furniture, AZ Good Night Mattress, CA Griffith Furniture, WA

JUly/August 2009

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Richland Bell Furniture, Inc., WA Samuel’s Furniture, WA Sandra Parbury Interiors, CA Selmer’s Home Furnishings, Inc., WA Shafer’s Fine Furniture, CA Sierra Furniture Company, CA Silverado Home Catalog & Design, CA Slater Furniture Company, CA Sleep America, AZ Sofy’s Furniture, CA Sonshine Furniture Today/ Broyhill Home Collections, CO Southeast Furniture Warehouse, Inc., AK Sparks HomeStore, AZ SPCI and Companies, CO Stuart-David, Inc., CA Sugar House Furniture, UT The Furniture & Appliance Outlet, CA The Furniture Connexion, OR The Inkwell Home Store, OR The Living Room, MT The Mattress Store, CA The Rug Warehouse, CA The Sleep Shop, CO The Sleep Shop Inc., CA The Sleep Shoppe, CA The Tin Roof, WA The Total Home, MT Thomasville of Portland, OR Tongass Trading Co., Inc, AK Tracy Furniture, CA Twitchell’s Furniture, OR United Furniture, CA United Furniture Club, CA Urner’s Inc., CA Valerie’s Furniture & Accents, AZ Valley Furniture, CA Walker’s Furniture Inc, WA Warisan Asian Antiques & Furn., CA Wasatch Home Furnishings, UT WE Bedding Corporation, CA Webster Furniture, WA Westside Design Furniture LLC, AZ Westside Furniture, CA Windmill Home Furnishings, CA Woodland Furniture, CA World Market Center, LLC, NV Wurts Carpets and Interiors, CA

Contact WHFA at www.WHFA.org or (800) 422-3778.

RRC

Retailer

Educate

Resource Center

The RRC is brought to you by:

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access

The RRC is here to help grow your business as well as your bottom-line with:

connect

• Seminars • Industry Information • Business Solutions

World Market Center, Las Vegas

September 14 – 17, 2009

Building B, 16th Floor | Building C, 5th Floor

Complimentary Hot Spot Cafe: Computers, coffee & cookies (available all day) Breakfast for Buyers: (Mon - Thurs 7:30 – 9:00 a.m.) Power Hour: Beer, wine & lite bites (Mon - Thurs. 4:00 – 5:00 p.m.)

Building B, 16th Floor

Seminars: 19 business seminars throughout market. www.WHFA.org: Visit for a full list of activities at the RRC.

Contact WHFA at www.WHFA.org or (800) 422-3778.

western retailer

JUly/August 2009

RRC

Retailer

Resource Center

The RRC is brought to you by:

Make the most of Market with FREE Seminars

Time 8:30 -9:30am

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Building B, 16th Floor Mon., September 14

Tues., September 15

Wed., September 16

Thurs., September 17

Success in Spite of the Economy

Road Map to Sales Success

Five Secrets to Better Bedding Sales

Philip Gutsell GutSELL & Associates

Mark Lacey The Furniture Training Company

Gerry Morris Sleep Trust

Non-Negotiable Sales and Customer Service Standards

FREE Business Education

• FREE Business Education • FREE Business Education •

Brad Huisken IAS Training

3:30 - 4:30pm

2:00 - 3:00pm

12:30pm - 1:30pm

10:00 - 11:30am

Academy Series ~ Social Media

Social Media 101: Is It Really Worth All the Hype?

E-Commerce & The State of Media for Retail Furniture

David Lively The Lively Merchant

Internet Success Made Easy (And Made for Your Budget)

“How to get NEW CUSTOMERS into your store EVERY DAY!”

Great Employees Aren't Sea-Monkeys

Andy Bernstein FurnitureDealer.net

Daryl Oldenkamp Color Ad, Inc.

Every Customer Counts!

Email Marketing — How to Get Started RIGHT!

Wondering How to Get Online Shoppers to Visit Your Brick & Mortar Store? Hosted by: NHFA and Sharon Gillis, JGSullivan Interactive

Arnie Capitanelli Experience Relationship Programs

10 Proven Steps to Increase Profits with a Successful Promotion Denise Scattergood Sale-in-a-Box

Ken Mahar Email Broadcast

GenerationSpeak! Rich Kizer & Georganne Bender Kizer & Bender Speaking!

Phyllis Zaepfel PROFITgroups

She's Just Not That into Your Offer! Horich Parks Lebow Advertising

Successful Advertising in the Digital Age — Websites, Social Media and E-Promotions Doug Knorr Knorr Marketing Group It is Not Business As Usual in Today's Real Estate Market Julius M. Feinblum Julius M. Feinblum Real Estate, Inc. Fear is No Longer a Factor Software Conversions — Not what they used to be! Mark VanWinkle Storis, Inc.

Create Your Own Stimulus Package Brad Huisken IAS Training

Contact WHFA at www.WHFA.org or (800) 422-3778. western retailer full seminar descriptions at www.whfa.org

JUly/August 2009

Member Profile

Barbo Furniture Brings Eco-friendly Furniture to Washington by Melissa Dressler

n 1934, Barbo Furniture began as a refinishing and furniture building company. A Russian immigrant taught Chris Barbo’s father and uncle the skilled trade of furniture building and eventually passed the tradition down to Chris himself. Today, Chris and his wife Holly have created a successful business that still focuses on furniture making and selling well-made, sustainable products. “We come at the furniture business from a different point-of-view because we have personally torn apart, repaired and custom-made furniture,” Holly said. “We are very much furniture snobs. I tease people that I am on a 12step program, and I am not going to get off. There are two parts of our business Barbo Furniture and Barbo Enterprises: The Barbo Furniture side is the retail side and the Enterprises side is the custom-building and restoration side.” Since Holly has worked for many years in the building and restoration side of the business, she now has a very critical eye when she is working with her reps for new product lines. “I always ask my reps a ton of questions because I want to know the furniture is well made. I want to know if it has mortise and tenon, does it have corner blocks, does it have wood glue and screws, etc? I may even get as technical as wanting to know the chain of custody of the frame, but at the very least, I want to know that a product is hardwood. If an item doesn’t meet my standards, I don’t carry the line,” she said. Holly and Chris’ strict standards on what they sell has made them leaders in the industry on providing sustainable furniture. When the term “green” became the new trend in the industry, Holly and Chris often became frustrated that the focus was only on the materials portion of the eco-friendly revolution. “In 2007, Margaret Casey wrote an article for Home Furnishings Business magazine that frustrated me because it was good but didn’t go far enough,” said Holly. “I wrote her an email, and we got into a conversation about our viewpoints. Eventually I began to write for the magazine, and I joined the Sustainable Furniture Council. Within a month, I had my tag system devised that explains each aspect that goes into the green equation. The tag is separated into three equal Contact WHFA at www.WHFA.org or (800) 422-3778.

parts: materials, construction and carbon footprint.” Today on Holly’s showroom floor, each product features this tag. The three sections are given a grade of five, for very ecofriendly, to one, not eco-friendly. Barbo Furniture has several pieces on the floor that are ranked as all fives, and the majority of the floor is ranked at fours and fives. About 15 percent of the floor contains a one, which is usually in the carbon footprint category. “That means they are made offshore,” Holly said. “Most of my floor is domestically made, but I am not against purchasing products from China or Vietnam, as long as it meets my standards. The consumer has the right to make that decision.” Holly also created an in-store DVD for retailers to educate the consumer on sustainable furniture. The DVD can be played on a loop in the store and it explains each aspect of the green pie: materials, construction and carbon footprint. “It is my firm belief that we need to explain these concepts to the customer first so they understand the importance of purchasing eco-friendly products,” she said. “So I made the DVD. Stores can purchase it to play in their store or in an area where they have their green products*. I do often hear the argument that it will invalidate the other products in your showroom and make them look bad, but I see it as a way of informing the customer and starting a conversation about the products with the salesperson.” The efforts that Holly and Chris have made over the years has made them successful, even during a slow economy. Thankfully, the custom furniture side of the business has continued to grow. With their focus on Store Location: Bellingham, WA sustainability and Type of Store: Full-line quality products, Year Founded: 1999 the company is sure to see continued Number of Employees: 1 growth as consumer Number of Store Locations: 1 awareness grows. Website: www.barbofurniture.com *Contact WHFA at WHFA Member Since: 2007 (800) 422-3778 to

At a Glance

purchase a DVD today.

western retailer

JUly/August 2009

es Furniture n, The Dallife’s Home to p m a H n R in Rife, es and Jea Bonnie Jonwith Tammy and Kev y n a p Com Furniture

Whfa Conference Attendees Confirm Networking and Education Key To Success

Lael Thomps , Broyhill om and Jake Croon e Collect ss, Selden’s HH ome Furnishiions, ngs

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s WHFA’s 2009 conference attendees stepped off the plane and took in their first breath of the tropical Maui air, they knew they were in paradise. Set at the beachside Westin Maui Resort and Spa, May 17 – 19, the 2009 Conference & Expo promised attendees a chance to expand their minds while escaping to paradise and it delivered. This year’s conference delivered quality education, inspiration and new ideas to everyone in attendance. "The WHFA Conference was rich with innovative, motivational and practical ideas and solutions... many of which I was able to implement immediately in my store. It was time well spent, and just what I needed to return feeling refreshed and re-energized,” said Patti Evans, Consignment Plus Home Furnishings, Walnut Creek, CA. The three-day conference started off with the energizing opening session, How to Succeed, Stay Sane, and Have Fun at Work, presented by David Rabiner, Rabiner Resources. Rabiner showed retailers how small shifts in their attitude can influence the attitude of everyone around them. Afterwards, attendees enjoyed a delicious opening night dinner oceanside and then attended the second annual Late Night Lounge. NHFA President Mike Spiller, Spiller Furniture Stores, Tuscaloosa, AL, got the crowd on their feet and dancing with his many turns at the karaoke machine. Throughout the evening, retailers kept lining up for their turn on the karaoke machine. One crowd favorite was the musical grouping of Spiller, Howard Haimsohn, Lawrance Contemporary, San Diego, CA, Ralph Farrar, Fiesta Furnishings, Scottsdale, AZ., and Doug Kays, Premiere Home Furnishing, Pacific Palisades, CA., with their rendition of the Blues Brothers’ Soul Man. Monday and Tuesday mornings started off with the all new EXpresso EXpo, which offered attendees 20-minute shots of education. This different approach to education within an Expo environment gave attendees a large amount of information within a short period of time. The EXpresso EXpo proved to be a valuable addition to the conference line-up with retailers staying the entire time to listen to the quick and informative educational sessions. “I thought the EXpresso Expo was a fresh addition to conference,” said Lael Thompson, Broyhill Home Collections, Denver, CO. “It gave everyone concentrated shots of knowledge from some of the industry’s brightest thinkers. I enjoyed getting quick bursts of insights into how I can tune up my business and succeed in these tough times.” The EXpresso EXpo sessions were followed by in-depth breakouts that focused on social media, sales, advertising and marketing and the mind of the mattress buyer. Leslie Carothers, The Kaleidoscope Partnership, explained the value of search engine optimization and Twitter to a standing-room only group of retailers and vendors while Craig McAndrews, The Retail Institute, worked one-on-one with an intimate group of mattress retailers.

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“I thought this year’s conference was one of the best yet. The topics were timely and the speakers were interesting, and I certainly received several great ‘take-aways’ from each session I attended,” said Haimsohn. Another highlight of the conference was the always popular Cabana Roundtables where retailers sat shoulder-to-shoulder and share their moneysaving and profit-keeping ideas. Set under the warm Maui sky, the cabana roundtables allowed attendees to share knowledge with each other in areas such as: social networking, marketing, operations, bedding stores and sales. The closing session, Extraordinary Visions, left attendees awed and inspired. National Geographic photojournalist Dewitt Jones wove a motivational story encouraging attendees to not settle for the status quo but to always strive for extraordinary. Sharing beautiful photographs taken during his adventures, Jones had every attendee at the end of the session looking for the extraordinary in their lives and business. The inspirational messages throughout the conference gave many attendees a new feeling of strength and hope for the future. First time conference attendee Dustyn Mattes, Furniture West, Moses Lake, WA, said that he left feeling as though he could overcome anything in this current economy. “As I was driving around Maui, I noticed rocks balancing on top of each other. To many tourists, it is believed to mean something, like a superstition, however these rocks are just placed on top of each other for no apparent reason,” he said. “The rocks reminded me that a single rock out on the ledge alone seems meaningless and weak, but if many rocks are placed together and if built correctly, they can form something strong that can stand up to and winds of change. By being a part of the WHFA conference, I no longer feel like the wind of this economy will knock any of us off the support structure that is the WHFA.” The WHFA Conference ended Tuesday night with the Retailer of the Year Gala, sponsored by Serta International. Emcee Ron Hoesterey, president of Royal Mattress, presented a $500 and $1,000 gift card to the Expo game winners Nancy Absalonson, Walker’s Furniture, and Jeff Weinstein, Mattress Factory, respectively. The evening closed with the presentation of the 2009 Western Retailer of the Year Award to Virginia and Lisa Keyes, Naturwood Home Furnishings, Rancho Cordova, CA. Naturwood was honored for their 61 years of business and dedication to providing customers with quality home furnishings and immense service to the local community. Their heartfelt acceptance speech honored the memory of Virginia’s husband and Lisa’s father, John Keyes, who passed away in 2006. The celebration concluded with music, dancing and the chance to enjoy conversation with new friends and associates. The 2010 WHFA Conference and Expo will be held next May 2-4 in Southern California. For more photos and information on the 2009 WHFA Conference and Expo, visit the WHFA Conference microsite at www.WHFAconference.com.

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Manufacturer Profile Handcrafted Log Furniture Makes Mountain Woods Furniture Stand Out by Melissa Dressler

At a Glance Location: Laramie, WY Type of Business: Manufacturer Year Founded: 1991 Number of Employees: 19 Website: www.mountainwoodsfurniture.com WHFA Member Since: 2007

Contact WHFA at www.WHFA.org or (800) 422-3778.

anufacturing aspen and pine log furniture since 1991, Mountain Woods Furniture is known for their award-winning, rustic log furniture for the living room, dining room, bedroom and office. The company has since added a second aspen line and a new reclaimed wood line, The Wyoming Collection to its rustic furniture line-up. From humble beginnings of one person, Mountain Woods Furniture now occupies a 22,000 square foot manufacturing plant in Laramie, WY. Today, experienced and skilled craftspeople use oldfashioned building techniques to create their high-quality products. As a founding member of the Sustainable Furniture Council, owners Mike and Dee O’Connell value and incorporate sustainable practices into every aspect of their manufacturing business. While the manufacturing of products made by Mountain Woods Furniture is very labor intensive, the results and client retention rate are worth the efforts. All of the wood for the aspen and reclaimed lines is purchased from local suppliers, which helps keep the company’s carbon footprint low. Once the wood is in-house, the aspen logs are peeled by hand with a draw blade. “We don’t have automatic peelers because it takes off too much of the character that lies just under the bark,” Dee said. “We have individuals whose jobs are to peel using the draw blade.” From there, the wood is finely sanded and utilized for the appropriate project. “If we are doing a custom piece, or a piece that requires extra gnarly wood, the builder will choose which wood he wants for that project,” Dee added. The wood is then run through milling equipment or saws and assembled to create the specific product. “Our product quality and shipping capabilities are what makes our company unique,” Dee said. “Being an American manufacturer of renewable wood products feels great. We take the environment into account in all of our decisions, and our retail partners enjoy the added benefits of marketing a sustainable, made in the USA brand.” In order to reduce waste from the manufacturing process, Mountain Woods Furniture invested in piping laid throughout their flooring and uses 85 percent of their wood byproducts to heat the facility. “We are always looking for ways to operate efficiently — which affects all of our bottom lines,” Dee added. Attention to detail is another important aspect of the service and products that Mountain Woods Furniture provides. “Our customers say it is our service that makes us unique,” Dee said. “Our clients are always pleasantly surprised by our attention to detail as well as to the attention the product gets on their showroom floor. It seems to be a product that is very comforting to people — and they truly enjoy having it in their home.” Mountain Woods Furniture supplies rustic furnishings for retailers throughout the U.S. and Canada. They also do a great deal of custom work and have created many unique items for various celebrities over the last 18 years. For more information on Mountain Woods Furniture, visit their website at www.mountainwoodsfurniture.com. Melissa Dressler, Western Retailer managing editor. western retailer

JUly/August 2009

Submit Your Nominations for the 2010 WHFA Board of Directors The Board of Directors is vital part of the progress and growth of your association. WHFA depends on strong, quality leadership and needs your recommendations for members you feel would represent WHFA and the furniture industry in a professional manner. Remember that members are free to nominate themselves. A full description of Board Member Benefits and Obligations is available at www.WHFA.org. To nominate a WHFA member for the Board of Directors, log on to www.WHFA.org and fill out the form before August 14, 2009. If you have any questions regarding the criteria for the Board of Directors, please call or email Sharron Bradley, WHFA executive director at (916) 784-7677 or (800) 422-3778, sbradley@whfa.org. Thank you for participating in the growth and prosperity of our industry and your 100 percent member-owned association.

WHFA Board of Directors Meet in Maui for Spring Board Meeting

efore the WHFA Conference and Expo in Maui, your all-volunteer Board of Directors met for two days of meetings, providing future direction for the association. This dedicated group of professionals worked diligently on approving new association programs, reviewing finances, membership and the future of the association. Three new programs were approved during the meeting: gift registry, online catalogs and self-service credit kiosk (for more information, read the New Programs Announcement on the next page). The board was also given an informative presentation on the NHFA Consumer Awareness program, HomeFurnishings.com. The culmination of the board meeting was a cocktail reception for board members and VIPs held in the Presidential Suite. The suite had sweeping views of the beach and many enjoyed watching the beautiful sunset while networking with each other. Board member Valerie Watters, Valerie’s Furniture and Accents, Cave Creek, AZ, ended the evening by showing everyone her hidden talent of creating music with spoons. The Western Home Furnishings Association Board is dedicated to carrying through the mission of its members and committed to enhancing the value of the Association. The Board will next meet October 1 – 3 in Portland, OR.

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Contact WHFA at www.WHFA.org or (800) 422-3778.

New Programs Announcement

WHFA Board of Directors Approve Three New Programs

t the recent WHFA Board Meeting, the directors approved the following programs as the newest programs for WHFA members. Members now have access to a Gift Registry, Online Catalog Library and In-Store Financing Kiosk all at member discounts.

Gift Registry WHFA is excited to offer members a new marketing solution with Marcole, a leading provider of interactive shopping and gift registry solutions for retailers since 1991. This independent retailer edition does not require additional software or a long-term contract. Create additional sales by offering customers the opportunity to create their own gift registries. Today, gift registries are used for more than just weddings. They can be created for baby showers, housewarmings, birthdays, anniversaries, charities, home improvements and much more.

Online Catalog Library

Kaprice Crawford WHFA marketing director

The Online Catalog Library, through Marcole, allows you to quickly and easily add product information and images to your website. • Enable your customers to view an unlimited product assortment online • Intuitive multi-path navigation makes it fast and easy to find the right product • Item information can be extracted from POS and managed by non-technical personnel. • Use as a product information system only or add optional e-commerce functionality and accept orders online • User interface customized to reflect your branding • Use as a stand alone system — or tightly integrate with Gift Registry program

SELF SERVICE CREDIT KIOSK WHFA and Versatile have partnered to bring you an affordable self service credit kiosk. Now you can make applying for credit convenient and private for your customers without tying up valuable staff time. Benefits of having a kiosk at the front of your store include: • An increase in your average ticket sale (studies show a 30 percent increase). Consumers spend more when they know how much credit they have available. • Higher close ratios because approved consumers will stay and buy. • More consumers apply for credit when the process is private. • Consumers are more likely to come back and purchase again with a private label card. Rent, lease or purchase kiosks all at member pricing.

Contact WHFA at www.WHFA.org or (800) 422-3778.

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Call to get started on any of these programs today (800) 422-3778

JUly/August 2009

Tour the WHFA website at www.WHFA.org > This month’s stop . . . WHFAvoice.com Western Home Furnishings Association

About WHFA

Membership

Home

Education & Events

Community

Store

Member Login

Resources

Dealer Locator

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Site Search

Get Involved

To view the W visit www.W HFA Voice, HFAvoice.c om.

WHFAVOICE.com

WHFAvoice.com is your legislative information and grassroots action website for the home furnishings industry. This advocacy link will provide you with up-to-date information regarding legislation under consideration at the state and federal level. You can use the powerful tools here to voice your opinion directly to your elected officials on issues that are important to your business and to our industry. Please visit this website regularly to learn about and evaluate the many issues that impact us every day and to facilitate communication to your respective elected officials. Western Home Furnishings Association • www.WHFA.org • (800) 422-3778

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Contact: Cindi Williams, WHFA Events Manager, 500 Giuseppe Court, Ste. 6, Roseville, CA 95678. (916) 960-0277 E-mail: cwilliams@whfa.org. Subscriptions: $35.00/year, USA. Published by Western Home Furnishings Association, a National Home Furnishings Association affiliate, in the interests of retail home furnishings dealers, manufacturers, distributors and sales people. Distributed to retail merchants handling furniture, accessories, bedding, floor coverings, and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. Mailing list compiled by WHFA. Official publication of Western Home Furnishings Association, which is responsible for editorial content and advertising policy. The views expressed in articles appearing in Western Retailer are not necessarily those of Western Home Furnishings Association. Western Retailer magazine is copyrighted by Western Home Furnishings Association. July/August 2009, all rights reserved.

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JUly/August 2009

western retailer

Western Retailer is read by more than 10,000 home furnishing retail store personnel handling furniture, accessories, bedding, floorcovering and specialty home furnishings in Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming.

marketing philosophy: Western Retailer focuses on western market trends in the furniture, bedding, flooring and accessories industry. It highlights industry finance, state legislation, retail store layout and design, transportation, retail advertising trends, retail store computerization, insurance, succession planning and industry social events.

Contact WHFA at www.WHFA.org or (800) 422-3778.

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WHFA and Argo Select Specialized insurance services for the furniture store industry As a furniture retailer who appreciates well designed, quality products, consider the advantages of partnering with an insurer who shares those values. Argo Select is a specialist in retail insurance. We offer unique coverage such as our Retail Furniture Advantage endorsement, and safety resources customized for the furniture store industry. Call to learn how Argo Select can help protect your store through an insurance program designed to ﬁt the distinctive needs of your business. Argo Select is pleased to be endorsed by the Western Home Furnishings Association as the preferred provider of insurance and loss control services to its member stores.

For additional information, please contact: Jerry Landers 800 777 3602  jlanders@argogroupus.com WHFA  800 422 3778  mbrship@whfa.org est.1944