Cardi's Furniture promotes locally made upholstery

Program with Modulus a hit with consumers

Gary Evans -- Furniture Today, December 31, 2009

A print ad for Cardi’s Furniture touts the retailer’s quick-ship program for custom Modulus upholstery. At top, the Cardi brothers show a Modulus sofa in a TV ad.

PAWTUCKET, R.I. — When Rhode Island Lt. Gov. Elizabeth H. Roberts launched her "Buy Local R.I." campaign in 2008, it was already a concept embraced by retailer Cardi's Furniture and upholstery manufacturer Modulus.

Discussions were already going on between the retailer, one of the largest home furnishings dealers in the region, and Modulus, a supplier to the contract and hospitality industry, to launch a residential line to be sold in all seven Cardi's Furniture locations in Rhode Island and Massachusetts. Upholstery started shipping to Cardi's in September.

"We wanted something we could sink our teeth in that was made local," said Nick Cardi, one of three brothers who run the 81-year-old, family-owned business.

The result was a program that would make any lieutenant governor proud. Rhode Island-based Modulus taps local suppliers for wood, steel, foam and even the staple guns used in its factory here.

Cardi's and Modulus earned free media attention on TV and in print for their "Made Locally, Made in the USA" concept. A popular morning television program, "The Rhode Show," produced a segment on the companies' efforts.

"One of the great things on the local story is that (nine) people Modulus had employed earlier and had to lay off have been brought back to work on our product," Cardi said. "It was a win-win situation where local people got to get their jobs back."

That angle resonates in the state, where unemployment is about 13%.

And consumers? "They just love it," said Cardi. "We have posters around the product with a picture of the state and (copy saying) ‘Made in Rhode Island by Rhode Islanders.' Right now the consuming public is saying they're listening to ‘Made in America.' You tell them it's made in Rhode Island, they just can't believe it."

While consumers may feel patriotic about buying American-made products, they'll often go with an import if the can get comparable goods at a better price. "The good thing is that this (Modulus line) is affordable. We just tapped into the wellspring, and it worked," Cardi said.

The proximity of the factory also allowed Cardi's to launch an advertising campaign for a "7-7-7" collection, with seven microfiber colors, seven configurations and delivery in seven days or it's free.

"It hit all the right chords at the right time," Cardi said. The retailer floors five of the seven configurations in its stores.

According to Don Lockard, a partner with Nicholas Besedin in Modulus, the company's business has been centered on the hospitality and health care industries nationally, with residential product sold primarily in the New York metropolitan area.

"So when I came into the business, I wanted to correct that an establish retail business here in New England. This relationship (with Cardi) has afforded our product local exposure in a way that I think can raise the consciousness in the area and make our product something that's popular here eventually," said Lockard.

The furniture is shipped assembled, but commercials featuring the Cardi brothers - Nick, Peter and Ron - demonstrate that the pieces can be disassembled for moving into tight spaces. Besedin and Lockard also note that, like hotels that order extra parts to replace burned or damaged ones, consumers can do likewise.

Most Modulus sofas are in the $799 to $899 price points, about mid-range in the store's line-up.

Besides the TV promotions, the store dedicates a portion of its weekly circulars to the Modulus product.