Butler Bolsters Infrastructure to Accommodate More Growth after Six Years of Double-Digit Expansion

Furniture World Magazine

Butler Specialty Co., an accent furniture specialist based here, has moved aggressively in recent months to accommodate burgeoning sales after six years of sustained double-digit growth. The company has added several key positions and expanded facilities to make room for continuing sales increases. Butler posted a 20 percent sales increase last year despite well-documented challenges posed by a stagnant economy that has forced layoffs and plant closings across the U.S. furniture landscape. “We want to make sure that we build and enhance our company infrastructure as we grow so that we can continue to provide the high level of service to which our customers have grown accustomed,” said Dan Sumner, vice president of sales and marketing. “They absolutely deserve our best efforts and these substantial investments to make this company even stronger.” Founded in Chicago in 1930, Butler designs and manufactures America's broadest, most diverse line of higher end accent and occasional furniture. The company offers more than 500 furniture pieces sold through roughly 3,500 retailers across America. Typically, 70 percent of the line is in stock in Chicago and shipped within a week. Products include chests, tables, benches, chairs, game tables, console cabinets, secretaries, wardrobes, desks, pedestals, mirrors and globes. They are crafted from solid woods and veneers with exquisite inlays, marquetry, fossil stone and marble. Many pieces feature authentic hand-painting. During the past six months, Butler: Has named John Faig director of product development. Faig has spent the past 27 years in furniture retail and understands what sales in furniture and accessory stores. Selected Monty Sihweil as director of account development to help expand its dealer base. Sihweil brings the company 10 years of experience in furniture retail. --Appointed Linda Gonnell director of marketing services. She brings 14 years of experience in marketing with Chicago companies. --Opened a new showroom at the semiannual International Home Furnishings Market in High Point, N.C. The 6,200-square-foot space (IHFC C-354) offers more than twice as much room to display the burgeoning line. The showroom received rave reviews from retail customers at the April market. --Opened a new showroom in San Francisco (Space 405, Mart 1, 1355 Market St.) that is twice as large as its previous space. --Announced plans to secure a substantial space at the new Las Vegas market. --Expanding shipping docks at its Chicago warehouse. Stepped up its advertising and other marketing efforts with "The Brightest Spot In Your Room" campaign. For example, the company is advertising in more trade publications than ever before, has just reconstructed its website, www.butlerspecialty.net, and is producing new point-of-purchase materials, direct-mail pieces and co-op advertising, all reflecting the "Brightest Spot" theme. “We’ve been busy and made good decisions this year to keep Butler in a position to provide customers with the very best service in the industry,” Sumner said. “We simply won’t accept anything less.” Sumner identified four factors that account for Butler's success: "When business is slow, what furniture retailers need is fast-turning, high-profit items, and that's the business we're in," he said. In the mid-'90s, Butler adopted a new design initiative to enhance its quality and to distinguish itself in accent and occasional categories. The company has moved from lower-priced merchandise into more middle and upper price points while stepping up the beauty of its designs and the quality of its craftsmanship. The dealer base has gradually shifted to stores with more discerning, affluent consumers. The company has made steady improvements in its warehousing and shipping, substantially reducing the number of returns caused by goods damaged in transit. Each piece is shrink-wrapped on a pallet before being carefully loaded on a truck.