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Issue of a furniture trade magazine published in Grand Rapids, Mich. It began publication in 1936.
Two dollars a year 20 cents a copy Grand Rapids, Mich. June 1936 Since 1853, furni-ture's proudest coat-of-arms and the greatest sales-man on the retail floor. THE OFFICERS AND DIRECTORS OF Berkey & Gay acknowledge their sincere appreciation for the many expressions of good will and genu-ine interest in the new Berkey & Gay line, so generously manifested during the premier showing in May . . . and based on this enthusiastic response, confidently look for-ward to a record-smashing attendance in July, surpassing any previous Grand Rapids Market. AMERICA'S Carbeb <§ak SPECIALISTS Every month of improving business conditions brings more and more families back into the Carved Oak market — families who for years have had their hearts set on a group of carved oak furniture, and now can afford it. Go after the profits in this rich, expanding market, by maintaining a representative display of carved oak. Sell them Catbeb ©afe Bedrooms when they want to make their homes different Satisfy your customers' desires for variety and difference in their homes by proposing that they furnish at least one room in carved oak. Not necessarily the dining room. Perhaps a fine, masterful bedroom like the one pictured. Or a quiet, dignified library. Or a restful, inviting living room. You will miss important sales this year unless you carry an adequate stock of carved oak. From our hundreds of historic productions you can select a group •which •will add character to your displays and unerringly interest people of cultivated tastes and means to satisfy them. GRAND RAPIDS BOOKCASE & CHAIR COMPANY HASTINGS, MICHIGAN We appreciate mentioning you saw this in FINE FURNITURE F I N E F U R N I T U R E No. 3 6 Modern chair upholstered in fine grade chenille tapestry. Height 3 0", Depth 3 5", Width 3l", Price $5 5.00. number of new living room suites, chairs and davenports will be assembled in our space in the Waters-Klingman Bldg. for the inspection of visiting buyers at the Summer Market — June 29 th to July 18 th. The line consists of modern and traditional designs in a wide range of colorful covers. Wolverine living room pieces have a distinct character in design, covering and tailoring in a popular price range. Please write us concerning your requirements for upholstered furniture. WOLVERINE UPHOLSTERY CO. GRAND RAPIDS MICHIGAN FlN€ FURNITURC the Homefurnishing Magazine from the Furniture Style Center of America VOLUME 1 1936 NUMBER 2 GEORGE F. MACKENZIE. President PHIL S. JOHNSON. General Manager ROD G. MACKENZIE. E d i t o r JUNE-Cover illustration courtesy Baker Furniture Factories, Inc. Holland, Mich. 21 22 24 28 Display Your Outdoor Living Room Furniture Frolics, by Ray Barnes First Quarter Best Since 1930, by Frank E. Seidman After the Market . . What? by Rod Mackenzie The Customer's Viewpoint, by Ruth Mclnerney The Sketch Book, by Henry H. Koster Retailing Tips Leather. . . Enters a Renaissance . An Outsider Gives the Inside, by Gypsie Dysert Bennett 32 Wife Weaves a Career in Wool 35 Colonial Museum Masterpieces 38 Find Your "Turning Point," by Murray C. French 39 "Senator . . Be Seated" 40 Furniture Salesmen's Club 41 Dehorning, by Chet Shafer 43 Around the Grand Rapids Market 45 Homefurnishing News and Reviews 48 Published monthly by the Furniture Capital Publishing Co., Asso-ciation of Commerce Bldg., Grand Rapids, Mich. Acceptance under the Act of June 5, 1934, authorized April 30, 1936. FINE FURNI-TURE copyright, 1936. Eastern office: 545 Fifth Ave., New York City, phone Murray Hill 23909, S. M. Goldberg, representative. Southern office: lli'/i West Washington St., High Point, N. C, phone 2152, C. C. Prince, representative. Subscription rates: $2 per year in the United States and American Colonies; $3 in Canada and foreign countries; single copies, 20 cents. f o r JUNE, 1936 ONLY ONE PLACE has been recognized for over a score of years as the furniture merchandising and style headquarters. KEELER BUILDING Contains more individual room settings, complete house and apartment group-ings, where buyers spend more time per exhibit than any other exhibition building. BAKER FURNITURE FACTORIES, INC. BARNARD & SIMONDS CO. BENT CO., GEORGE B. BIGELOW-SANFORD CARPET CO. CLORE & HAWKINS COLONIAL MFG. CO. FURNITURE CITY UPHOLSTERY CO. GRAND RAPIDS BOOKCASE & CHAIR CO. GROENLEER-VANCE FURNITURE CO. HEXTER CO., S. M. KAMMAN FURNITURE, INC. KAPLAN FURNITURE CO., INC. KINDEL FURNITURE CO. KITTINGER CO. LUXURY FURNITURE CO. MILLER CLOCK CO., HERMAN MILLER FURNITURE CO., HERMAN MORSE FURNITURE CO., RALPH PAALMAN FURNITURE CO. ROHDE 20th CENTURY HOUSE RUSTIC HICKORY FURNITURE CO. STANLEY CHAIR CO. STATTON FURNITURE MFG. CO. VANDER LEY BROS., INC. WOOD PRODUCTS CORP. KEELER BUILDING GRAND RAPIDS KEELER BUILDING FEATURES Designed exclusively for ex-hibiting of furniture Fireproof FOR YOUR CONVENIENCE Free checking, telephone switch-board, and a complete person-alized service. \ \ \ i> •„ •""i : • : •• Keeler Building We appreciate mentioning you saw this in FINE FURNITURE FINE FURNITURE THE BOILING WAKE The staff of FINE FURNITURE sincerely appreciates the many expressions oi approbation that have been received, verbally and through the mail, relative to Volume 1, Number 1. With the aid of your candid criticisms and sugges-tions it is anticipated that FINE FURNI-TURE will become increasingly useful and earn for itself a definite spot in the homefurnishing industry. Again, we thank you.—The Staff. Haven't Missed Much Sirs: I wish to congratulate you on the fine magazine you have put out for your first issue. I have looked it over carefully and do not see where you have missed very much. I certainly want to be sure to have it de-livered to me regularly so am enclosing $2 for one year's subscription. VV. L. K.., Grand Rapids. Thanks Sirs: A swell periodical. Please enter my subscription for two years. K. S., New York City. — o — Likes Pricing Sirs: FINE FURNITURE is okay. Grand Rapids needs this. Your policy of pricing will be fine. F., Madison, Wis. Reader Interest Great Sirs: I think you have done a very, very nice piece of work, and that you certainly have the greatest amount of reader interest of any of the furniture magazines. I want to compliment you on this and feel that you have done a splendid job. P. W. C, High Point, N. C. We'll Aim to Please Sirs: Your publication is ably edited, beautifully printed and is replete with inter-esting reading matter and information and advertising of a high character. I shall be greatly disappointed if the undertaking does not achieve success of a high order and ulti-mately become the outstanding publication of the cause it represents. E. A. S., Grand Rapids. Contents, Appearance Okay Sirs: We are in receipt of the initial copy of FINE FURNITURE and wish to congratu-late you on both the contents and appear-ance of your magazine, and the writer wishes you great success in this venture. C. D. D., Louisville, Ky. Wanted: Editorials Sirs: The general impression FINE FURNI-TURE made on me was all to the good. 1 liked the restrained headings, the manner in which you juiced it up with humor, the selection of the subject matter, format and the credit you give manufacturers whose photos you display. However, I think you should devote two pages to editorials. The average reader likes to read what the editor has to say even though he might not agree with the senti-ments expressed. They should be interpreta-tive, rather than the critical, carping type. W. V. M., Buffalo, N. Y. Old for its Age Sirs: I note your new magazine appeared for the first time "in the red," although you had fine advertising support. Don't ever let FINE FURNITURE get ''blue." Your first effort has the appearance in content and makeup of an old established magazine, which is no doubt due to the fact that you fellows know what publishing a furniture trade paper is all about. R. B., Grand Rapids. Promises Fulfilled Sirs: Congratulations on your May issue. It bespeaks your prospectus both in ideals and ideas. 1 am in hearty accord with the sentiments expressed in your column on page 41, "How D'You Like It?" S. M. G., New York City. Pricing Policy Pleases Sirs: Your idea of pricing merchandise is perfect. C. C. P., Boston, Mass. — o — From Cover to Cover Sirs: Have just read FINE FURNITURE from cover to cover. Congratulations and best wishes for your success. A very nice showing of advertising space. B. T. S, Shelbyville, Ind. Shooting High Sirs: I have just had a chance to look over FINE FURNITURE and I hasten to con-gratulate both of you on being the joint fathers of a very splendid book in the fur-niture field. You have certainly set an extremely high standard to match with succeeding issues. Congratulations and best wishes for a real success in your forward-looking service to the furniture industry. G. N. L., Chicago. Interest Plus Sirs: You will receive many congratula-tions on your first issue of FINE FURNITURE but none more sincere than mine. The congratulations you will receive will be well deserved, for I have, over a number of years, observed a lot of furniture publi-cations but I don't believe I have ever seen one with more interest, more real sales and display suggestions, nor nearly so much human feeling than in your first FINE FUR-NITURE. A. T. M., Grand Rapids. Important Contribution Sirs: I have your first number of FINE FURNITURE. While 1 am a layman, yet I have been associated with the furniture business enough to be quite familiar with the different angles of the industry. I feel that the wide circulation of your excellent magazine, going out from our own city, is an important contribution to the industry, and I sincerely hope that you will have the unanimous support of all the furniture men of Grand Rapids, and that you will have general approval throughout the country among the retailers. S. G. B., Grand Rapids. Ah! An Inquiry Sirs: We wish to take this opportunity of thanking you for the publicity given our merchandise by your illustrations in FINE FURNITURE, which was just received. You certainly deserve plenty of credit for this fine work. The writer hopes that the time will come when we can feel justified in cooperating in advertising with you from the standpoint of loyalty to your local pub-lication, which deserves the support of Grand Rapids manufacturers. T. C. W., Grand Rapids. P. S.—Since writing the above we have received an inquiry for the merchandise mentioned, due to your illustrating it. Not bad! « Barnes Registers Sirs: The first issue of your FINE FUR-NITURE publication is exceedingly well done. I have gone through it very carefully and found it interesting, instructive and artistic. Ray Barnes' page is the finest presentation of personals I have ever seen. E. D. S., New York City. We Bow Sirs: We wish to extend our heartiest congratulations and sincere wishes to the publishers of the new furniture monthly magazine, FINE FURNITURE. May their future be bright, hopeful and prosperous. A. C, Grand Rapids. Q Speaks For Itself Sirs: A copy of FINE FURNITURE has just reached our office. I want personally to congratulate you. This is a splendid issue, the general makeup speaks for itself and the cover appearance is unusually at-tractive. I feel sure the advertisements will bring good results. G. H, High Point, N. C. Pricing Idea Clicks Sirs: Your system of quoting prices on illustrations is just what we have advocated. F. A. J., Honesdale, Pa. —o— Sketch Book Rates High Sirs: Your initial number is very good. Frank Lee's contribution is worthy of his tradition and reputation—a standard you will find difficult to uphold. However, good luck. T. J., Jamestown, N. Y. Favorable Reflex Sirs: I got a very fine reflex from thoughtfully reviewing your first "offspring" and hasten congratulations on the calibre safeguarded by the technique employed. Particularly wish to thank you for send-ing a copy to the house. I am delighted to enclose a subscription for one year. E. G. W, Grand Rapids. Quality Sirs: Thanks for the May issue of FINE FURNITURE which I have taken a good deal of pleasure in looking over. You certainly have done a splendid piece of work on it. It is equal in quality to the kind of furni-ture for which Grand Rapids is noted. G. B., Jr., Indianapolis, Ind. f o r JUNE, 1936 The 47 year old factory of Dutch Craftsmen on the Shore of Lake Michigan Bedroom Furniture Specialists Traditional and Modern STRONG PROMOTIONAL GROUPS Can always be found in the lines Year after year retailers look to West Michigan for new ideas in the promotion of bedroom lines. Timely designing and volume-pricing keep the West Michi-gan line out ahead. If you are wondering how to put more life and appeal into your bedroom furniture department, write us. The West Michigan line is com-prehensive in styling, woods and price ranges. It is the largest exclusive display of bedroom furniture in the Grand Rapids Market. WEST MICHIGAN FURNITURE COMPANY HOLLAND, MICHIGAN We appreciate mentioning you saw this in FINE FURNITURE FINE FURNITURE F E D E R A L A M E R I C A N '"-I. G. R. Chair Co. Federal American Suite No. 175 Value is what you buy and sell! Price is what you pay or are paid I N these trite words Charles Francis describes all there is to buying and selling. They apply with particular emphasis to the furniture made by the Grand Rapids Chair Company. Value means worth, excellence, utility, importance. This furniture has these qualities. They are combined in the beauty, artistry, service and long life which for nearly three-quarters of a century have characterized this com-pany's products. The above illustration of a Federal American Bed-room ensemble — successful beyond adventure — is a case in point. Here is revived the charm of old Virginia — perfectly, accurately, honestly. It typifies the period when American colonies were federated — the period from which it takes its name. Here is exemplified the calm simplicity of taste of our fore-bears; the aristocracy of thought as visualized in the things with which they surrounded themselves. We said something about value. There is value in knowing that this furniture is true; that it is what it represents itself to be — an intimate page from out of the story of the past. There is value in the intelligence required to make it true, in the craftsmanship that sets it forth and in the happiness and comfort it will give to those it is designed to serve. Let us repeat — Grand Rapids Chair Company's furniture has value; the type of value that satisfies the dealer and the ultimate consumer. It is always complete — always finished. It is a full measure that remains full in its final evaluation. GRAND RAPIDS CHAIR COMPANY, Grand Rapids, Michigan SHOWROOMS AT FACTORY ONLY —TAKE ANY YELLOW CAB We appreciate mentioning you saw this in FIXE FURNITURE f o r JUNE, 1 9 3 6 This smart Estey Ensemble by Donald Deskey revives an ancient cabinet wood and applies it to this new 20th Century furniture. Prinz-wood (Spanish Elm or Bois de Chypre) was first discovered by Columbus in the West Indies. Ship-builders of the day liked it because it was found to withstand the effect of sea water. Gradually cabinet makers adapted to furniture its beauty of grain and imperviousness to dryness and dampness. After the advent of mahogany and American walnut, this wood was used seldom except for marquetry. Estey now successfully revives it in both its dark and blonde finishes. The grouping shown includes a wide selection in both dining and bed-room, and several pieces are inter-changeable. * • : • • Styled to SELL . . . Priced for PROFIT ESTEY LINES HAVE PROVEN THEIR SALABILITY Practical buyers ordered plenty of Estey merchandise at the May market because this popular line has proved that it outsells competition. Estey styles and price ranges offer your customers oppor-tunity io buy quality merchandise at a price. REASONS: Estey's 18th Century and 20th Century groups are created by leading designers, trained in keeping AHEAD of the field. Economical plant operation enables Estey to offer you MONEY-MAKING mer-chandise. Estey's Georgian dining room, with pieces of generous proportion, yet possesses a daintiness and charm. Finish is the carefully rubbed Estey's Old English Mahogany. The entire ensemble, authentic reproductions of the work of Sheraton, Phyfe and Chippendale, is set off by an un-usual set of Chippendale chairs. While departing from the standard Chippendale designs, they are authentic and graceful. Pieces in this room are augmented by a large open stock of dining iurniture including nine tables, eight sideboards, seven chinas and various servers. All these pieces harmonize and afford innumerable combinations at varying price ranges. DISPLAYED IN WATERS- KLINGM AN BUILDING ESTEY MANUFACTURING CO. OWOSSO M I C H I G A N We appreciate mentioning you saw tins in FIXE FURNITURE FINE FURNITURE No. 343 LOVE SEAT. Mahogany, hair and down. Length, 64 inches WINNING WIDE ACCEPTANCE The reception given our new Eighteenth Century groupings by retailers attending the May Market impels us to increase the scope of this showing for the Summer Exposition, there being a definite general trend toward Eighteenth Century styles. Featuring . . . NEW DESIGNS IN MODERN EIGHTEENTH CENTURY AND THE LATEST FABRIC TRENDS Introducing . . . A NEW FEDERAL AMERICAN ENSEMBLE AND SOMETHING NEW IN A PROMOTION ^GROUP MICHIGAN FURNITURE SHOPS, INC. Manufacturers of UPHOLSTERED FURNITURE G R A N D R A P I D S , M I C H I G A N Display at the Factory Showrooms of Grand Rapids Chair Co. Representatives: A, L. BRACKETT • E. C. GAMBLE • R. D. THOMAS • G. R. GAMBLE We appreciate mentioning you saw this in FIXE FURNITURE J o r J U N E , 1 9 3 6 Excerpt, New York Sun, January 18. ... the most interesting"— Charles Messer Stowe Charles Messer Stowe, the recognized furniture authority and furniture editor of the New York Sun, in the January 18th, 1936, issue, said: "Most of the exhibitors produced new groups in traditional design, however, and of these the most interesting was a bedroom suite designed by William Tucker for the Groenleer-Vance Furniture Company of Grand Rapids. The contours followed the lines of the early Chippendale and on the hollowed, chamfered corners were fruit and flower carvings in the manner of Grinling Gibbons, deeply undercut. The mahogany was carefully selected for its florid grain." MAKERS OF FINE FURNITURE GROENLEER-VANCE FURNITURE CO. KEELER BUILDING GRAND RAPIDS, MICHIGAN We appreciate mentioning you saw this in FINE FURNITURE 10 FINE FURNITURE LEATHER COMES INTO ITS OWN The demand for leather is greater today than at any period in the history of furniture manufacturing. Long a favorite covering for upholstered chairs and office furniture, it has now been accepted as practical for other units of home-furnishings. MANY NEW USES The recent midseason market witnessed a number of important case goods con-cerns employing leather. Tops and fronts of dressers, chests and vanities carried leather. Head and foot boards of beds were covered with leather. Sideboards, servers and tables had leather tops. In addition to being featured in this manner, leather played an important role in the occasional piece and living room displays. MANY GOOD REASONS Leather is not a fad. There are many good reasons for its use. It is practical, clean, durable. Modern production methods have improved the texture and increased the color range, so that decorators, designers and manufacturers interested in employing color in their product will find EAGLE-OTTAWA leather practical. INSIST ON GENUINE EAGLE-OTTAWA LEATHER ON YOUR PRODUCT Leather-topped bedroom group by Johnson, Handley, Johnson Co. We appreciate mentioning xou sazv this in FINE FURXITURE f o r J U N E . 1 9 3 6 11 Oafe bedroom grotip by Grand Rapids Bookcase & Chair Co., leather panels on bed, leather tops on cases. Belo-w, leather chair by Michigan Furniture Shops, Inc. LEATHER IS THE VOGUE The constant efforts of the EAGLE-OTTAWA LEATHER COMPANY to produce new effects in keeping with modern style trends has widened the use of leather as a furniture accessory. While the many new colors and textures are applicable to modern groupings, leather is particularly adaptable to 18 th Century furniture. Main Office: GRAND HAVEN, MICHIGAN Tanneries: GRAND HAVEN, WHITEHALL, M I C H I G A N Branches: 912 W. Washington Blvd., Chicago 2 Park Avenue, New York City 1602 Locust Street, St. Louis 1012-14 Broadway Place, Los Angeles 5 69 Howard St., San Francisco A. T. Wishart, High Point, N. C. Mosehart-Schleeter, 211 Caroline St., Houston, Texas J. J. Smith, 123 8 N. W. Glisan S:., Portland, Oregon William Hatton, chairman of the board of Eagle-Ottawa Leather Company, says : "There is nothing like leather, there never has been and probably never -will be. Pro-viding, of course, it is good leather." EAGLE-OTTAWA LEATHER CO. WORLD'S LARGEST TANNERS OF UPHOLSTERY LEATHER We appreciate mentioning you saw this in FINE FURNITURE 12 FINE FURNITURE Lloyd Mfg. Co.. Menomin.ee, Mich., is the creator of the "Outdoor Living Room" at the top of the page. The middle setting is group No. 1 of the McKay Co., Pittsburgh, Pa., designed by Salvatore Bevelacqua. The fur-nishings in the lower display is manufactured by the Howell Go., St. Charles, 111. The chair on the oppo-site page is No. 335 in the Troy Sunshade Co. line and the chaisette No. 5, is made by Burton-Dixie Corp. f o r J U N E , 1 9 3 6 13 —<•- UVI.O ENSEMBLE business in summer furniture has proved a lucra-tive item for the American Furniture Co., Denver, Colo. Last year the firm sold extra pieces to about 25% of its glider customers, according to P. K. Schwartz, sales manager. This record was made despite cramped quarters in its base-ment. "I'm thoroughly convinced," Schwartz states, "that any store which can in any way make room for a main floor section in which different ensembles would be shown on grass mat foun-dations and against backgrounds of lattice-work or other 'atmos-pheric' settings, would find it very profitable. This merchandise is certainly well adapted for such dramatization." The Denver store offered gliders, chairs and tables in the higher price ranges in attractive ensembles in a corner of the china and glassware and silver departments. Ice-tea sets and other similar summer glassware items were worked in nicely with the larger merchandise. In the peak of the season suitable glassware was shown on each table displayed and suggested with every table sale. The merchandise was "spotlighted" in front of the basement. It was the first thing a customer saw on reaching the bottom of the stairway or getting out of the elevator. The lower priced goods were kept in a separate room at one side of the basement where the customer could look over them at leisure. Some idea of what can be accomplished in increasing the size of the unit sale, even in the lower price ranges, through featuring the ensemble idea, may be had from the following example. The best selling popularly priced glider last year was a $19.75 number. By suggesting a chair at from $8.50 to $10 and a table at from 14 FINE FURNITURE To the left is an F. Brower & Co., Lex-ington, Ky., display of summer iurniture built around a model house. The fibre stool. No. L-47GC, is by Ypsilanti Heed Furniture Co., Ionia, Mich. The metal cane back and seat chair. No. 120LC, is by the Durham Mfg. Co., Muncie, Ind. The Hettrick Co., Toledo, Ohio, makes the steel and canvas chair while Ypsil-anti Reed makes the easy chair. No. L-47C (Flex-web), at the bottom of the page. The umbrella group at the bottom of the page is manufactured by the Durham Mfg. Co., table No. 1202H-42, chair No. 100 and umbrella No. 8TV-812. $3.75 to $5, along with the $19.75 glider, the depart-ment built many a sale up to around $35. While convenience and comfort were valuable talk-ing points, the most effective appeal was based on the idea of appearance improvement possible with one or two additional pieces. Chairs and tables in contrasting colors were suggested to "liven up" the porch or yard. Metal chairs with wire bottoms and tables having re-movable tray tops were found especially popular. Umbrellas never have been very popular in Denver, due to the city's great distance from any sizeable body of water. But the American created a greater than usual demand by featuring them in ensembles includ-ing chairs and tables. The most popular seller was a $34.50 combination including an umbrella, four folding chairs and a table. The china and glassware department took full advan-tage of the presence of the summer merchandise. Many women who had no intention of buying major mer-chandise appeared in the basement to browse about the china and glassware section. The girls would show them the furniture and in many cases arouse their interest. A'linor item floor traffic thus was converted into potential business on major articles. f o r JUNE. 1936 15 In other cases sales of outdoor glassware were made to yield additional business on porch and garden tables. When a customer had purchased a colorful serving set the girl would point out that its appearance would be greatly enhanced by an attractive table. Consistent newspaper advertising probably did more than any one thing to bring people directly to this department. Throughout the season a sizeable news-paper ad on this merchandise was used at least two or three times a week. Following out a new advertis-ing policy in which only one or two lines were featured in an ad, the company used more exclusive outdoor furniture advertising than ever before. Employes Educated • Another western store that has successfully featured outdoor furniture is Heliums Furniture Co., Wichita, Kan. This store stresses the education of its employes in sales points on this type of furniture. These lessons are held in advance of the outdoor furniture season. Lessons include instruction on woods, their weathering qualities and strength. They learn how wooden frames are constructed, why certain woods warp and why some rustic furniture will not peel. Long time service from frames is featured as a vital element in the choice of lawn furniture. Knowledge of fabrics also receive attention, as the majority of women buyers know more about materials than the average furniture salesman. The difference between canvas weights is also studied and points are taken on the strength of seams. Construction is studied, and it is demonstrated that the placements of bolts on certain pieces is important from a structural viewpoint. The umbrella group above is made by the Hetlrick Mig. Co. Glider No. 1 is by Troy Sunshade Co., Troy, Ohio, No. 357; the settee No. 2, is by Ypsilanti Reed Fumniture Co.; glider No. 3 is No. QW-95V2 in the Hettrick Co. line, and group No. 5 is by the same con-cern; glider No. 4 is No. 651 coil bed glider, "Sleepy- Deck," made by Burton-Dixie Corp., Chicago, 111. i ! . - - . k k ..» . . . v - ; • • • • , ; • , • ; • . > ? . . " • / • 16 FINE FURNITURE ture Frolics Bernard F. MCLAIN O PRESIDENT. NATIONAL P.ETAIL FURNITUP-E ASSOCIATION. THREE TIMES PRESIDENT, TEXAS P-ETAIL FURNITURE ASSOCIATION. CHAIP-MAN OF THE COUNCIL OF TEXAS R-EX4ILER.S /4SSOC/ATIONS. 4T NOTRE DAME, PREP HE CAPTAINED HIS FOOTBALL, BASEBALL ] AND TRACK-TEAMS — AHO is STII-L A pR.erry GrOOD BALL CAP-P-lEP— • A SIDELINE WE THE HART FUP-NITUP.E CO . IM DALLAS. TEXAS. "Commodore" Gordon GAMBLE NWHO WORKS AT THE MICHIGAN FURNITURE SHOPS, GRAND RAPIDS, /ND PLAYS AT SAfLlNCr 13OATS. MO D E.R.N - -O^THE CREAK- _ AND P-HVTHM OF THE HOCRIK' CrfAlP-r ^ //lANUFACTup-ER-SOLD FIVE TIMES AS MAHY THIS YEAFL • Nelle J. ROOD Y DEPT. ORCHAP-D AND WlLHELM CO- . SHE "GOES'POP— &AR- RIN&S.C/1T5 AND Do&S - - AND FP-IED CHICK-EN . A SLIP ( COVER. WOULD HIDE mZ-s—^r-l Sl+E \% INTERESTED IN SCOUTINO AND is CAPTAIN OF A ScouT TP-OUP . IN OMAHA. AISO_^ IK CHUB.CH O/0P-K-- AS A SUNOAV5CHOO(_ 5 f o r J U N E , 1 9 3 6 17 FIRST QUARTER BEST SINCE 1930 For Furniture Manufacturers FRANK E. SEIDMAN . . . Industry decidedly better. HPHE first quarter of 1936 was de- X cidedly better for the average furniture manufacturer than the comparative period in any year since 1930. New orders exceeded those booked in the first three months of 1935 by 25%. 40% of 1926 • January started the year off with a 37% increase over January, 1935. Then came February with its severe storms and the industry just about holding its own. March again saw an upward swing, however, with orders nearly one-third greater than in March, 1935. As compared with the first quarter of the peak year, 1926, this year's orders were only approxi-mately 40%, but on the other hand, a comparison with 1933 shows this year's orders at 217%. Written exclusively for FINE FURNITURE By FRANK E. SEIDMAN Mr. Seidmcm's picture of improvement in furniture manufacturing sharply delineates the opportunity for even greater achievement in the future, when clear thinking shall interpret this purely factual report. The retailer is provided like incentive to give open throttle to his merchan-dising machine with the full knowledge that the industry supplying him as well as the public patronizing him is more confident and more pros-perous than at any time in six years. To quote pertinent points made by Floyd Parsons in a recent issue of Advertising and Selling: "Probably there never was a time when the people of America were so READY AND ANXIOUS TO GO AHEAD. Certainly there never was a day when the tools and materials necessary in the creation of prosperity WERE SO NUMEROUS AND CLOSE AT HAND * * * There is justification for the belief that genius in invention and organization will continue to be rewarded * * * We stand on the threshold of unequalled industrial accomplishment. The future is bright with promise."—Editor. Shipments • Shipments during the quarter averaged 38% better than in 1935, with each successive month showing a smaller increase over the comparative month last year. In January, the increase was 53%; in February, 43%; and in March, 21%. Cancellations were nominal in January, but heavy in February and March. Unfilled Orders • Unfilled orders at the end of the quarter repre-sented approximately one month's shipments at the current rate of operations. There were unfilled orders at March 31, 1936, approx-imating 30% of the unfilled orders on hand at the same date in 1926, but they were nearly four times the unfilled orders at the end of March, 1933. The record for unfilled orders at March 31, since 1933, is as fol-lows: March 31, 1933 100 March 31, 1934 188 March 31, 1935 262 March 31, 1936 363 Operations • Reporting plants took on very few new employes during the quarter and the number on the rolls at the end of March was only 10% higher than at the same date in 1935. Dollar payrolls for the three months, however, were up 28%. Plant operations for the quarter—giving weight both to the number of employes and to the hours worked — averaged approxi-mately 45% of the 1926 operations. This compares with 34% during the first three months of 1935. Plant operation statistics, as here used, do not take into consideration the plants that have been closed during recent years but are based on re-porting plants only. NEW ORDERS IO JO 3O AO 5O 6O 7O 8O 9 1927 1928 1929 1930 1931 1932 1933 1934 1935 I93fe • • i M • • • i • i • i O IC 1926 1927 1928 1929 1930 1931 1932 1933 1934 1935 1936 P 1 1 D 2 LN' O 3 r O -4 k OF 0 5 • • 1 • ••1 El 0 G : O 7 TI< O 8 : Oh : IS O 1 J-JO UNFILLED OR (O 2O 3O -4O 5O 6O 7 1927 1928 1929 1930 1931 1932 1933 1934 1935 1936 - - — •1 •1 1 • Dl 0 8O 9 SO ItX) First quarter. First quarter. At March 31. 18 FINE FURNITURE ^After the ^Market. . . What? By ROD MACKENZIE Editor. FINE FURNITURE WHAT justification is there for a slump in summer merchandising? For years it has been the habit of merchants to bemoan the fact that business was "rotten" during the socalled vacation period. Recent surveys conducted by national concerns have afforded information revealing interesting facts that almost prove the summer slump idea a fallacy. It is our opinion that lack of sales in the summer months is due to a reduction of summer advertising appropria-tions. Merchants' objections in the past have been that customers were following summer pursuits, precluding ability of reaching them through magazines, news-papers and, in recent years, radios. The validity of this argument, with particular ref-erence to radio, can best be answered by checking the sales volume of receiving sets. According to figures received from Radio Retailing for 1935, the "summer season"—July, August and September

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