If it’s high-end furniture in the Philadelphia market, it’s Oskar Huber Furniture & Design.
Now in transition between the third and fourth generations of family ownership, the store has its roots in the story of an immigrant, Oskar Huber Sr. Trained in his native Germany, he immigrated to the United States in 1921 and initially worked in a furniture shop before striking out on his own about six years later.
Bob Huber Jr., Oskar’s great-great grandson, who oversees locations in Southhampton, Pennsylvania, and Ship Bottom, New Jersey, says that the business’ most important priority right now is putting the right product in front of the customer.
“I think merchandising is going to be the most important at the higher-end level,” he says. “Customers are looking for quality goods that fit their lifestyle. We have a store along the coast, and it is important that the product be able to hold up to the winds, salt air and harsh weather that can occur. Our clients are looking for goods that cannot be found all over the internet or hardware stores.”
Within the outdoor category, Huber has noticed an unusual challenge, which requires sales personnel to more clearly explain the benefits of certain manufacturers.
“Poly lumber furniture has really become a challenging category for us,” he says. “It seems that increased competition both online and locally and a lack of ability to differentiate the goods from low-end to higher-end suppliers in the category has been an issue. Customers see an Adirondack chair or a dining set made out of poly lumber and it is difficult to explain why one is X price and the other is Z price.”
Still, the market is looking good for the coming season.
“I am not predicting a slowdown in 2025,” says Huber. “Our store along the coast is in a unique spot that often is not as affected by overall economic trends. The housing market is still very strong and the amount of new builds is consistent. The median home value in our trading area is $2.1 million and often, the homes are second, third or fourth homes.
To get the word out, Huber says that he is using a mix of several different marketing streams. Some of the store’s new vendors have been getting attention by offering unique products that are up to the store’s standards but in styles not readily available in the market.
And to decide what to carry, Huber says that he considers several things, including “trade exclusivity, quality standards that meet our minimums, unique designs that are not easily knocked off or already in the market and flexibility to customize the offerings to suit our customers’ exact needs.
Fulfilling those customer wants and desires is part of the way the store sets itself apart.
“Everything we offer has the ability to be customized,” he says. “Quality is superior compared to most of our competitors. Service both in-store during the sales process to after-service sales is at a higher level than our competitors. We also have a large assortment in stock for those that need/want immediate delivery.”
Huber says that having outdoor inventory in the same store as indoor has worked out well for the store.
“We are a full-line furniture store and have been selling outdoor for over 10 years,” he says. “I think it is a good thing, better than hardware stores that cannot offer the same service in-store or after delivery that we are set up for. Overall, I think competition is good, setting yourself apart is important, and I think we do a good job overall of doing that.”
Huber says that level of service is what the store uses to deal with online sellers.
“We will match prices along with the services offered if it comes down to it,” says Huber. “All of our product is competitively priced so it doesn’t often. We sell our services and the fact that we are local and most of the times we come out on top.”
Any advice for struggling casual retailers today?
“Differentiate yourselves,” he says. “Look for products that are not all over the place. Come up with a uniqueness that your customers can understand and see. Each and every market is so different, so getting more specific would be challenging.”
