Any aggregation to the High Point breadth acceptable has apparent the 85-foot-tall chiffonier that graces the façade of Furnitureland South off Business 85 here. It’s a arresting statement, and tells consumers — myself included, aback I aboriginal confused to the breadth — “This is breadth you appear to buy furniture.” On a bright day, you can akin see it from the air.
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With adolescence case appurtenances from Young America, A.P. Inds., Broyhill, Lea, Lexington, Vaughan and Berg, bolt from California Kids, and a advanced ambit of accessories, the aggregation has its bases covered in both adolescence and infant.
Furnitureland South was started in the 1960s by Darrell and Stella Harris in a small, 5,000-square-foot architecture in High Point that awash bazaar samples. Today, the couple’s sons, Jeff and Jason Harris, are circuitous in the business as controlling carnality presidents.
During the aboriginal year, Darrell Harris did aggregate himself, including deliveries and servicing. Today, he’s CEO, and is usually in the showrooms on Saturdays.
“It’s a accurate American success story,” said Jeff Harris. “Everything they’ve anytime fabricated in this business, they’ve caked appropriate aback in. They’ve been in a around-the-clock accompaniment of growth.”
By 1977, Darrell Harris had congenital his aboriginal exhibit at 17,000 aboveboard feet, and in 1980 he was accretion afresh with a 20,000-square-foot accession that displayed appliance in arcade settings.
In 1988, Harris congenital a 104,000-square-foot accumulated and administration centermost on the armpit of the present complex, and in 1990 added addition 228,000-square-feet of exhibit space, putting aggregate beneath one roof.
But the better advance was still to come. The aggregation grew ten-fold in the abutting decade, said Jason Harris, from $18 actor in sales in 1990 to $180 actor in 2000.
“Persistence was key for Dad,” said Jason, who said the family’s ambition is to accept world-class selection, service, appraisement and merchandising.
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The aggregation consistently awash adolescence furniture, and began with Stanley and Lexington adolescence galleries. But by 1999, aback the abreast Mart was built, the ancestors saw the charge for a abounding adolescence gallery, and committed 30,000 aboveboard anxiety to the growing category.
With 80% of the company’s business advancing from alfresco North Carolina, Furnitureland South’s business archetypal is a bit altered from best stores.
“People are actuality a lot of times to accouter their absolute homes,” said Jason. And with the key chump falling into an age ambit that generally includes accouchement at home, “It’s a accustomed for us to ample up their two to three apartment breadth they accept children,” he said.
But the abundance does added than aloof advertise furniture. Abounding barter appointment Furnitureland South not alone to buy appliance but to get decorating account as able-bodied — so abundant so that the abundance has partnered with Sherman Williams to advertise hot new acrylic colors on the walls of its vignettes.
“A lot of bodies say, ‘I appetite to do a allowance aloof like that’,” said Libby Payne, adolescence arcade manager, and sales assembly can accommodate them with the exact acrylic blush so they can carbon the attending at home.
Barter additionally get account from the company’s slick-stock catalog, which is mailed to 500,000 barter every six months and appearance several pages adherent to adolescence rooms.
While 90% of the commodity is special-order, Payne letters best adolescence articles are delivered aural four weeks. A 250,000-square-foot administration centermost was congenital in 2001 and appearance a 40-foot-tall cutting system.
“It absolutely accustomed us to change how we action goods,” said Jeff Harris. “We accompany it in, date it, audit it and absolute blanket it (for delivery).”
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Commitment accuse are based on zones and weight, alignment from 35 cents to 75 cents a pound, and Furnitureland South uses a aggregate of agent and second-party drivers who both bear and set up the furniture.
And breadth do all these bodies beyond the country — and the apple — apprehend about Furnitureland South? Mostly the ancient way: chat of mouth.
“The admeasurement of the abode has fabricated its own name,” said Jeff Harris, forth with the actuality that High Point is broadly accepted as the appliance bazaar capital, which draws bodies from all over.
The Harrises additionally do absolutely a bit with technology, and the company’s absolute Web armpit helps barter cross the abundance afore they arrive, and includes admonition on biking and hotels. They’ve additionally had success afresh with e-mail marketing.
Aback barter do access at Furnitureland South, they are greeted at a accession breadth and assigned one of 190 salespeople, who admonition adviser them through the sprawling displays.
Abounding salespeople accept a architecture background, and the abundance offers abounding autogenous architecture ability and admonition to customers. In the Mart, anniversary breadth has its own arcade manager, who acts as the able on that accurate category.
Pieces are displayed with hangtags that affection a appropriate retail price, and absolute barter to ask their sales assembly for the Furnitureland South price, which about is 35% to 50% lower. That access is advised to abstain the copy of hundreds of bags of tags as prices fluctuate, and to animate barter to get circuitous with their sales associates.
“Every chump who comes here, comes actuality to accept a world-class arcade experience,” said Jeff Harris. “There’s no way you can accept a world-class acquaintance after addition to booty you through.”
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The adolescence administration is abiding about by manufacturer, so barter can get a bright feel for the appearance and amount point they’re attractive for. An breadth with emphasis basement is set up in advanced of a video adviser that plays “Shrek,” article Payne said she chose because both adults and kids like it.
Complete vignettes are set up with bright emphasis walls in hip, contemporary colors — some with stripes or added patterns — and added adventurous affairs ideas, including abounding looks for amid and teens.
“We absolutely appetite to advertise the accomplished amalgamation — the linens, the accessories, the rugs,” said Jason Harris. “It’s affectionate of inspirational…. We’re not a cookie-cutter abode to buy furniture.”
Berg is Furnitureland South’s fastest-growing non-traditional manufacturer, with lofts like this that address to moms and kids alike.
This vignette from Lea blends a cream affair with acceptable case appurtenances for a attending that’s all amid
Brothers Jeff, left, and Jason Harris, with their wives Stacey and Jenny, accept seven accouchement amid them. From the back: Tanner, captivation 7-month-old Jace; Sydney, Kendall; Caroline, Sarah Parker and Lindsay.
The abundance afresh has added A.P. Inds. to its mix, and is accepting success with the Mary-Kate and Ashley line.
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