Fire House Casual Living Store, which has five locations across the Charlotte, Raleigh and Greenville, S.C. markets, is remodeling its Greenville and South Charlotte locations this year.
“That means all of our stores will have the same signature look,” says Grant Henegan, company president. “The refreshed stores not only improve our offering and merchandising, but we find it easier to attract design-savvy design consultants who appreciate our fresh, clean, look.”
That the company is taking such a step is in its DNA. Begun more than 35 years ago, it was acquired more recently by Henegan, who made his name as an entrepreneur in several different kinds of businesses. Right about now, Fire House can point to a number of retail awards it has just won. They include the Mary Fruehauf Retail Genius Award in 2020 and the Apollo Award in 2020 and 2021.
It’s the largest retailer of its kind in the Carolinas with a business focus on patio furniture, outdoor wicker furniture and fireplace fixtures for the home, representing such brands as Brown Jordan, Sunbrella, Bennett Jones, Big Green Egg, Mendota and Jotul.
The benefit to the consumer is that the sales staff and managers know the products and the manufacturers—and the stores themselves are in close physical proximity to manufacturers. That means Fire House is in a position to buy direct and pass the savings along to customers.
Henegan said his most recent challenges have centered on supply chain and staffing. For the latter, he is making some changes in-house to drive quality customer service.
“On staffing, we are adding a head of talent position to focus on hiring, training, and retaining talent,” says Henegan. “Good people are our most important resource. Our talent manager is charged with ensuring that not only are our pay rates competitive but that our people receive constant training and support which drives engagement.”
Does he have any new programs or sales tactics? Henegan’s not saying.
“We revise KPI’s every year, which are heavily incentivized, “ he said. “It’s our secret sauce so I can’t say more.”
He did say that the way he sets himself apart from other retailers boils down to two words: “Our people.”
And he added that he doesn’t know whether the increase in full-line furniture stores offering outdoor is having any effect on his business.
“Not that we know of, but it’s impossible to know,” Henegan says. “It is rare that we are quoting against them. We assume they must be doing business but our reputation in all our markets makes us the go-to brand.”
