Perry's Furniture succeeds with strong values, reputation
David Perry, Bedding editor -- Furniture Today, September 14, 2008
BELFAST, Me. — Perry's Furniture, a fixture in this city high on Maine's mid-coast, finds success in bedding with a combination of strong values and a sterling reputation for service.
“People trust us,” said Kimberly Perry, a fifth-generation Belfast resident, who is general manager of the retailer. “It's just a matter of them finding the right feel for them. They know, when they come in, that if it doesn't work out, we will take care of them. They know we will stand behind them 110%.”
Perry's Furniture offers an eye-catching venue for travelers passing by on Belmont Avenue. The retailer transformed an old chicken barn here into a unique three-story furniture store, which occupies a peaceful plot of land on a horse farm.
“It certainly does draw people's attention,” Perry said. “We have some people say, 'I've driven by for 30 years and never been in here. I've always wanted to see what's in here.'”
What's in the bedding department, located on the second floor, are beds by Englander and Tempur-Pedic. The sunny bedding department is illuminated by skylights, and mirrors add depth to the room.
Perry is a firm believer in consistent bedding advertising, and she stars in the company's TV commercials. “You're the girl on TV and you are waiting on me” is a comment she sometimes hears when she's on the sales floor.
The Perry name is a well-established one in Belfast. Kim's parents, Doug and Dotty, started the business in 1978. “We have built a strong business over the last 30 years,” Kimberly Perry said. “We are growing every year. We have found a niche here. We have a loyal following.”
Just as Belfast residents appreciate the relationship they enjoy with Perry's Furniture, the retailer appreciates its long-standing bond with Englander. “We have a fabulous relationship with Englander,” Kimberly Perry said. “From Dale Dean (her Englander rep) to Mark Savel and Chuck Warshaver (executives of Englander's World Sleep Products licensee), to the products they offer and the consistent vision they have in looking to the future, when you have all that working for you, you can't fail.”
Perry's has long done well with latex bedding, a type of bedding that Kimberly Perry favors. “I could sleep on anything,” she said. “I choose to sleep on latex.” Her personal endorsement is a powerful influence on consumers.
Perry's has carried Englander bedding for 18 years. Tempur-Pedic's memory foam beds were added two years ago. “Tempur-Pedic resonates with consumers because of its mass advertising,” Perry said. “Everyone thinks they have to try that product.”
Perry believes new eco-friendly beds by Englander will play well with her customers. “We are in a green community, and we are contemplating some success with this category,” she said. “We are hopeful that the strong story Englander is bringing to us with eco beds will take off.” New organic mattresses from Englander should do well, she believes.
But Perry noted that “there is a lot of misinformation out there” about green products. “Companies are using the 'pure' and 'natural' words too much,” she said, noting that Englander's commitment to maintaining its integrity in the category is a big plus.
Bedding is a key performer for Perry's. Asked what she likes best about selling mattresses, Perry responded: “The margins. If I could take that space in the bedding department and spread it out among the store, life would be fantastic.”
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