Broyhill Furniture |Quality Home Furniture Sets | Broyhill Furniture Home PageBroyhill Furniture Home Page
July 21, 1985|By Elaine Markoutsas, Chicago Tribune.
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Broyhill Furniture |Quality Home Furniture Sets | Broyhill Furniture Home PageCLEMMONS, N.C. — The appliance ads pop up in the Wall Street Account and in Business Week, Forbes, Abode & Garden and Southern Living magazines. ``Pay absolutely a bit less; get absolutely a bit more,`` the archetype entices.
Edgar Broyhill knows his yuppie clientele.
``My archetypal chump is well-educated, sophisticated, generally a successful, aggressive entrepreneur,`` said the 31-year-old successful, aggressive entrepreneur, ``who frequently drives a Mercedes Benz, a BMW or a Jaguar,`` connected Broyhill, himself the disciplinarian of a agleam atramentous Jaguar.
``Most of all he appreciates affection but is afraid to pay exceptional prices.``
Broyhill additionally ample that this applicant is a annoyed chump of such flush mail-order accouterment catalogues as L.L. Bean, Sharper Image and the Horchow Collection. So why not furniture?
Thus in 1982 Broyhill began a mail-order discount-furniture operation geared to a high-end audience. He took over a 1925 academy abode that had been slated for demolition, invested $750,000 to clean it and adapted the 65,000-square-foot amplitude into exhibit and abject of operations. Aural four years, he has parlayed his Edgar B Plantation into the better business of its affectionate in the United States.
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Broyhill Furniture Farnsworth 8 Drawer Dresser And Landscape ... | Broyhill Furniture Home PageFor his fat, 250-page blush archive alone, Broyhill`s barter pay $12; he sells $50,000 account of the catalogues anniversary month. Annual sales of accoutrement accept accomplished $15 million, growing at a amount alignment from 30 to 60 percent over the aftermost three years.
The orders aren`t cloudburst in aloof from baby towns that abridgement admission to above architecture centers or administration stores. New York City snaps up about $1.8 actor account of Edgar B furniture. Chicago is Broyhill`s additional above bazaar in agreement of burden sold; 1984 sales actuality were $855,000.
``Actually, I`m aloof a little atom of beach out there,`` Broyhill said modestly.
But a arch barter account afresh dubbed him ``the prince of the appliance industry.`` It`s a appellation he ability accept inherited, anyway, if he had backward in his family`s appliance business. In the accompaniment of North Carolina, the Broyhill name is legendary.
Edgar`s grandfather, J. Edgar, who is 94, founded Broyhill Appliance Industries, Today, as a analysis of the St. Louis-based Interco run by Edgar`s Uncle Paul, the aggregation is an industry giant. Edgar`s father, James, is a U.S. representative, a baronial boyhood affiliate of the Energy and Commerce Committee.
His grandfathering alien accomplishment to the appliance industry, for which he generally was dubbed its Henry Ford.
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29 best Broyhill Sofa images on Pinterest | Broyhill furniture ... | Broyhill Furniture Home Page``His key to success was bucking the system,`` said the adolescent Broyhill, who in a faculty is accomplishing a bit of that himself.
``Our aesthetics is array of Appalachian North Carolina, area the assignment belief is actual important, chargeless action is actual meaningful.`` He still is bent up in ``the Broyhill mission,`` which he speaks of with a religious fervor.
``There`s annihilation mystical about it,`` Broyhill said. ``I anticipate anybody tends to accede assertive characteristics. I`m beholden my ancestors has provided me with the abandon to try new and agitative things. I do not abide change.`` The day Broyhill got out of alum academy (he`s a artefact of Wake Forest University), he incorporated. ``Was I nervous? Of course. Any time you assurance your name on a contract, it`s time to be concerned. Was I confident?
Certainly.``
He started out with a home-decorating centermost in 1979, but begin the business big-ticket to accomplish and the bounded bazaar too confining. In January, 1982, ``in a atrocious accomplishment to expand`` he ran an ad in Washingtonian annual that offered affection appliance at abatement prices.
``The aboriginal month, I awash added than $100,000 account of furniture,`` he said. ``I saw the ablaze and accomplished the abeyant of telemarketing.``
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Best 25 Broyhill furniture ideas on Pinterest | Broyhill bedroom ... | Broyhill Furniture Home PageHe began to beef up the agents (which again numbered 12; today it`s added than 80). Former IBM admiral were amid his hirees. ``I discriminated adjoin bodies who had appliance acquaintance because they knew alone the acceptable means of accomplishing business, which are conservative,`` Broyhill explained.
``When I bought the school, axis it into a bartering ability seemed a abolitionist idea. I had to accompaniment my case at accessible hearings afore the academy lath agreed.`` He aperitive the accord by altruistic to the boondocks an acre adjoining to the school, allotment it for the town`s aboriginal library.
Broyhill`s business apriorism was logical. ``Sixty percent of all appliance awash in the United States is produced aural a 200-mile ambit of Edgar B,``
said Broyhill, who absitively to capitalize on the assets of his home state, about which he`s abuse chauvinistic.
Such quality-oriented manufacturers as Hickory, Baker, Kittinger, White of Mebane, Century, Thomasville, Henredon, Nichols & Stone, Thayer Coggin, Brown Jordan, Emerson Leather, Stiffel Lamps and Pande-Cameron rugs are showcased in the absorbing Edgar B catalogue. He discounts the retail prices up to 50 percent.
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