Every so often, a retailer does something a certain way, and because it does, it’s uniquely prepared to face an unforeseen challenge in the marketplace.
Fruehauf’s Patio of Westminister, CO is an example of that.
No one saw Covid, working from home or cargo-ships-stacked-up-offshore and constantly shifting prices and delivery dates, out there on the horizon just a few years ago.
But as it happens, Fruehauf’s was in the right place, depending as it does on volume and variety, carrying its goods spread out over a 40,000-square-foot showroom.
And that, says Mariah Maydew, president and CEO of Fruehauf’s, is a big part of why it was able to weather the storm.
“Fortunately, our business model already was to sell mostly stock,” Maydew says. “So, we really didn’t have to make too many changes, just order more and order early.
“This is the first year that we have had serious staffing issues. We had to close the store for two days this year because too many employees were out with Covid and other issues. We have hired an additional back-end person, and we are looking to hire another salesperson.”
It has helped that Fruehauf’s is continuing to see unprecedented furniture demand and sales, but that does mean a new tactic in selling.
“We are just making sure to educate the customer to buy now while it’s in stock and before the price goes up,” Maydew says. “This has always been our tactic, but it is even more important now with regular price increases and lead times pushing a year out.”
Growing a business by changing it
Fruehauf’s was a big part of the business community in Boulder and for the past four years, in its new location in Westminister, about 20 miles away.
According to a story in the Boulder (CO) Daily Camera, Mariah’s parents, Vic and Gretchen Fruehauf, moved to the Boulder area in 1962. In 1978, they opened a business: A store focused on selling plants, flowers and gifts, and a landscaping and interior plant maintenance firm.
Fruehauf’s began selling high-end patio furniture alongside its other inventory and it did well. At about the same time, grocery stores and other merchants began selling flowers, plants and other items, so Fruehauf’s began to transition away from landscaping and more toward outdoor furniture, according to the newspaper.
By 2008, the plants and flowers were gone and high-end outdoor furniture, accessories and gifts were in their place. The newspaper reported that the new Fruehauf’s Patio carried high-end casual furniture of teak and ipe, cast aluminum, synthetic wicker and recycled plastic, which appealed to its customer base. In all, Fruehauf’s now carries more than 30 brands, including Fermob, Gloster, Homecrest, Lloyd Flanders, O.W. Lee and Summer Classics, to name a few.
A shopping experience
Fruehauf’s sets itself apart from its competitors, partly by its size and partly, because of its employees.
“We are Colorado’s largest year-round patio furniture store,” Maydew says. “So, we have a large selection and our salespeople are well-trained experts in patio furniture as they sell it year-round, not just seasonally. We also carry giftware and other products that make Fruehauf’s a fun place to shop.”
Maydew said she hasn’t seen any effect from competition among full-line retailers or online sellers.
“It seems that customers would rather go to a store that specializes in a product, as opposed to one that just dabbles,” she says. “And usually with such a large purchase, customers want to see, touch and sit in the product. Plus, we can get it to them right away and they have the peace of mind that we are here if they have any issues.”
Any advice for struggling casual retailers?
“I don’t believe any casual retailer should be struggling right now,” Maydew says. ” In my 20 years in the industry, with high demand and low price resistance, this is the easiest time it has been to sell patio furniture. I hope that doesn’t change dramatically with everything going on in our economy right now.
“However, anytime our store is struggling with an issue, we have a great group of peers in the International Casual Furniture Association that we can turn to for advice,” she continues. “I suggest anyone in this industry, including manufacturers and sales reps, join the ICFA if they aren’t already a member, it is a great resource.”
Fruehauf’s is a great store to work with.
Thanks Janet!