100 Years: Long’s an NYC Landmark

Retail MarketNEW YORK – Long’s Bedding & Interiors is celebrating a major milestone this year: Its 100th anniversary.
     The family-owned business has survived and thrived in the toughest retail market in the country. It offers a full line of mattresses and sleep accessories, meeting the sleep needs of New Yorkers of all types, from ordinary to famous. John Lennon, Mick Jagger and John Kennedy all shopped at Long’s.
     Ask Judie Long the formula for 100 years of success and she says, "It’s a lot of hard work and integrity. And you have to treat people fairly and properly."
     And you have to like what you are doing. "It’s still fun," said Judie, a saleswoman at the company and the wife of third-generation leader Bob Long. "It’s still gratifying."
     Bob and Judie are joined in the business by their daughter, Terri.
     Long’s does business from a cozy store on the Upper West Side of Manhattan, where the company has been located for almost 50 years.
     The retailer has built up a reservoir of trust with its customers. "Consumers trust Long’s," said Bob Long, president. He says the retailer is a brand in its own right.
     Long’s has a stable of brands on the floor, including Aireloom, Eclipse, Therapedic and Englander. Some of those relationships, like the one with Aireloom, go back for decades.
     A more recent relationship is one with Relyon, a British brand established in 1858 that Long’s has carried since 2004. Judie Long rattles off a long list of quality materials in the line, including mohair, Merino wool and cashmere.
     "There is an honesty and integrity to the materials," she said. She says the bed produces an "ahh" moment when a sleeper settles into it.
     Judie Long said the bed base, called a divan, is so well built that it provides a comfortable sleep surface in its own right.
    The Relyon beds at Long’s retail from $2,500 to $13,000. "There are beds that sell for more," Julie Long noted, "but nothing is better quality. We do very well with it. New Yorkers are a funny breed. They are sticklers for quality."
     Over the years, they’ve found that quality at Long’s, which has a long list of satisfied customers, including many of the rich and famous who live in the area.
     "We care and people can sense that," said Judie Long. "We work hard to find the right bed for the customer. It’s all about people and it’s all about caring."
     Retail Bedding Playbook is a regular feature about mattress retailers by David Perry, bedding editor. Ideas for future coverage can be shared with Dave at dperry@furnituretoday.com.

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