Clueless couple makes hip store work
Perseverance pays off for South Carolina independent
By Sheila Long O'Mara -- Furniture Today, January 20, 2003
Columbia, S.C. — When Beth and George Fisher became furniture retailers in 1996, they admittedly were clueless about the industry and the ups and downs of running a furniture store.
Looking back, the Fishers say it was a blessing in disguise that they went into their first retail venture virtually blind. Otherwise, they may never have opened Strobler Home Furnishings.
"We didn't know the first thing about the furniture business," said George Fisher, who owns and runs the store with Beth, his wife and business partner. "It really was sink or swim, and we treaded water for a long while."
The Fishers' perseverance and a willingness to learn and evolve have made them successful furniture merchants.
They opened Strobler in 1996 through a licensing agreement with a store in Mount Pleasant, S.C. The look was straight out of the Pottery Barn and Crate & Barrel catalogs.
"At that time, there were no stores like that around," said Beth Fisher, the merchandising side of the duo. The likelihood of either of those retailers setting up shop here is slim, added George, the store's financial wizard.
Armed with Beth's apparel background and George's sales experience, the Fishers launched Strobler in a space formerly occupied by a restaurant.
"We realized early on that we didn't know anything about the business," George said. "We kept trying this, that and the other thing until we got it right."
By the fifth year, they'd gotten it right and Strobler netted a profit. In 2002, the store posted sales of just over $1 million from its 5,800-square-foot selling floor.
Success at Strobler prompted the Fishers to branch out and embark on another retail venture, and in December 2001 they opened a franchised Norwalk — The Furniture Idea (see story on facing page).
The licensing agreement that launched Strobler ended in 1998, and it's now a one-store entity that continues to evolve. If product isn't selling, it's changed. If employees don't cut it, they're gone. If a consumer wants a floor model, it's sold and out the door the same day. Nothing is nailed down.
The store, in the heart of Columbia's design district, is a unique mix of Rowe upholstery, case goods from smaller producers, direct imports from Indonesia and a wealth of lighting, rugs, top-of-the-bed and other accessories. The goal is value at a great price, Beth said.
"That's where our strength lies — offering product with a great look for a medium price," she said. "We've learned that it has to be a strong look."
Darker finishes outsell clear-coat and lighter finishes, and best-selling cases tend to have a distinctly aged look. George said it's important to educate consumers about the store's Indonesian imports and the fact that they tend to creak, squeak and crack to offer additional character.
When the store opened, sales were about 60% furniture and 40% accessories. Furniture now constitutes 75% of sales, Beth said, with upholstery at 47% of total sales, followed by the Indonesian imports.
The store caters to two distinct consumer groups, with the bulk of the business coming from the 25- to 40-year-old set, newly married and decorating a first home. The other core customer is an older group furnishing second homes either on the coast or in the mountains.
A subset of those two groups is the consumer who is outfitting dens, playrooms and other casual areas of their home with the relaxed, eclectic styles Strobler features.
Customers tend to be loyal and return when shopping for additional rooms or when adding accent pieces. Advertising consists of direct-mail pieces, often a postcard, sent about every two months to the store's list of some 5,500 customers. Promotions typically highlight a piece or two at a time.
"I think people in the area think it's hip to shop here," George said. "We offer a with-it look and a with-it staff."
That with-it staff has a keen interest in design and is known for assisting consumers with decorating decisions. Beth said the sales team conducts in-home consultations with customers, sketches out room plans and takes different accessories to try in the home.
"We're looking to make that a bigger part of our business," she said.
