Furniture World 07-08.2008.pdf

Attract The High Income

Resort Furniture Customer!

Customers who love classic bar furniture

and entertaining at home...

find Darafeev Home Resort Furniture irresistible. Easily transform

dining area into a gaming resort ready for cocktails, texas holdem,

bumper pool, chess, blackjack, poker, checkers, bridge and more!

The best choice for customers who are

excited by fine and obvious quality...

Darafeev furniture is the ultimate resort furniture seen in upscale clubs such as

the Valley Hunt Club, Pasadena, CA and Champions Golf Club, Houston, TX.

Fine materials, superb American craftsmanship and many custom options make

Darafeev Resort Furniture designs fun and easy to sell.

Barstools

Bars

Cafe Stools

Game Tables

Pub Tables

Accessories

Perfect for

customers

who want to

encourage quality family time...

Darafeev Resort Furniture brings families together;

not staring at the TV, but in a healthy interactive way.

Darafeev dining tables and chairs are the ultimate in

style and comfort. These Resort style designs cannot

be found in every furniture store up and down the

street. And nobody will even guess their completely

hidden multipurpose identity.

Designers love Darafeev Resort Furniture...

Darafeev Resort Furniture is available in 24 Standard finishes, 600 fabrics

and unlimited options. Designers and design savvy customers love

Darafeev’s innovative displays that close sales in a minimum of

display area.

Sell Resort Furniture

Through Alternative Channels!

Many Darafeev retailers achieve high volume sales

by marketing the line to local country clubs ...

yacht clubs, nursing homes, fine restaurants, corporate clients and builders.

Luxurious custom made furniture that is crafted to exacting quality standards.

Since 1959 Darafeev has been the number one choice of elite retailers for their

“Home Resort” style furniture. Made in the USA from American hardwoods with

quick shipping programs. More fun to sell. More profits to earn!

VISIT US IN LAS VEGAS - WMC BLDG. A-132 CALL FOR A FREE CD CATALOG

www.darafeev.com Phone 800-227-7866 fax 800-664-4329

IN THIS ISSUE

Cover Photo: Photographed at the Robinson May House in Beverly Hills

CA, this 1912 home provides a stately backdrop for Darafeev Resort

Furniture’s Ponce De Leon club chairs and Chateau Dining/Gaming table

with matching bar and barstools. Only the finest American hardwoods

are used, since 1959, to create an elegant setting for family fun or a

luxurious party. “You Dream It, We Build It” is the Darafeev campaign for

the upcoming Las Vegas furniture market. See page 1 in this issue or visit

www.darafeev.com for more information.

OPERATIONS management

12 INEXPENSIVE SHOWROOM

RENOVATIONS - BIG IMPACT

Some quick steps you can take to

refresh your store and give it some new

energy for about $20 per square foot.

26 REDUCE YOUR FUEL

COSTS IN SEVEN EASY STEPS

Now is the time to look at your delivery

systems, in-home service/sales calls and

driver education.

30 MODERN WAYS TO

MAXIMIZE GMROI - PART 1

This article will highlight some modern

ways to increase your GMROI by using

technology to pull in extra customers

and move merchandise while minimiz-

ing costs.

58 RETAIL PROFILE

Renate Karger is racking up the sales in

a small footprint store by creating a

unique brand and an innovative shop-

ping experience.

MARKETING management

04 IT IS TIME TO MANAGE

YOUR ONLINE REPUTATION

Online reputation management refers

to tracking all social media websites,

blogs, pod casts, wikis, videos and other

online content that mentions your

company’s brand, its products or ser-

vices.

50 CURE FOR BUSINESS BLUES

Examples of how some furniture entre-

preneurs are turning the tide in a neg-

ative business climate.

SALES SKILLS / management

08 I WANT A RAISE!

A new series by Wendy Liddle that illu-

minates the lighter side of retail home

furnishings sales and sales manage-

ment.

18 HELP YOUR BEDDING

CUSTOMERS TO BUY - PART 2

Series explores the physiology of sleep,

value promises and how to convey these

messages at the point of sale. Plus,

bonus sales techniques that will help any

sales associate to make more sales.

37 SPECIAL SUPPLEMENT:

AREA RUGS FOR EVERY BUDGET

Eight pages of valuable rug sales and

design tips, marketing ideas and text on

rug construction, fibers, styles, quality

features and cleaning.

45 STAYING ALIVE DURING

TOUGH TIMES -PART 6

Here are some suggestions for staying

alive, and maybe even doing better, in

these tough times

DEPARTMENTS

66 BEST SELLING DESIGNS

FURNITURE WORLD editors’ picks of

best selling furniture and accessory

designs.

FURNITURE WORLD MAGAZINE BPA Association of Business Publishers

1333A North Ave. #437, New Rochelle, NY 10804

Tel: 914-235-3095 Fax: 914-235-3278 www.furninfo.com

Publisher Barton Bienenstock barton@furninfo.com

Editor Russell Bienenstock russ@furninfo.com

Vice President Sales Thelma Mason Davis thelma@furninfo.com

Associate Publisher Larry Stein larryboy303@gmail.com

Sales Manager Eastern Region Gary Siegel gary@furninfo.com

Account Executive Eastern Region Jon Siegel jon@furninfo.com

Associate Editor S.T. Bienenstock editor@furninfo.com

Canadian & Feature Editor Janet Holt-Johnstone editor@furninfo.com

Art/ Design Editor Barbara Bienenstock barbara@furninfo.com

Comptroller Gifford Dorival gifford@furninfo.com

Design Feature Editor Cathy Finney editor@furninfo.com

Sales Education Feature Editor Cathy Finney editor@furninfo.com

Marketing Feature Editor Larry Mullins editor@furninfo.com

FURNITURE WORLD: (ISSN0738-890X) - Published every other month by Towse Publishing Co., 1333-A North Avenue, #437

New Rochelle, NY 10804. Subscription: $19 per year; $39.00 for 3 years, $29 Canada, $4/copy; Foreign $89; (U.S. cur-

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2 FURNITURE WORLD July/August 2008

The Business Solutions Magazine For Furniture Retailers

FOUNDED 1870 • Visit www.furninfo.com The Industry’s Most Extensive Furniture Site

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