This kid has really grown up

Jamestown, N.C.— Any visitor to the High Point area likely has seen the 85-foot-tall highboy that graces the façade of Furnitureland South off Business 85 here. It's a striking statement, and tells consumers — myself included, when I first moved to the area — "This is where you come to buy furniture." On a clear day, you can even see it from the air.

The retailer says its complex here is the world's largest home furnishings showplace, and with more than 1 million square feet of display space, that's not hard to believe. The complex features the Showroom, which is dedicated to manufacturers' galleries; the Mart, which shows furniture by category, such as leather, outdoor, home office and youth; a Clearance Center; and its own restaurant.

With youth case goods from Young America, A.P. Inds., Broyhill, Lea, Lexington, Vaughan and Berg, textiles from California Kids, and a wide range of accessories, the company has its bases covered in both youth and infant.

Furnitureland South was started in the 1960s by Darrell and Stella Harris in a small, 5,000-square-foot building in High Point that sold market samples. Today, the couple's sons, Jeff and Jason Harris, are involved in the business as executive vice presidents.

During the first year, Darrell Harris did everything himself, including deliveries and servicing. Today, he's CEO, and is usually in the showrooms on Saturdays.

"It's a true American success story," said Jeff Harris. "Everything they've ever made in this business, they've poured right back in. They've been in a continual state of growth."

By 1977, Darrell Harris had built his first showroom at 17,000 square feet, and in 1980 he was expanding again with a 20,000-square-foot addition that displayed furniture in gallery settings.

In 1988, Harris built a 104,000-square-foot corporate and distribution center on the site of the present complex, and in 1990 added another 228,000-square-feet of showroom space, putting everything under one roof.

But the biggest growth was still to come. The company grew ten-fold in the next decade, said Jason Harris, from $18 million in sales in 1990 to $180 million in 2000.

"Persistence was key for Dad," said Jason, who said the family's goal is to have world-class selection, service, pricing and merchandising.

The company always sold youth furniture, and began with Stanley and Lexington youth galleries. But by 1999, when the present-day Mart was built, the family saw the need for a full youth gallery, and dedicated 30,000 square feet to the growing category.

With 80% of the company's business coming from outside North Carolina, Furnitureland South's business model is a bit different from most stores.

"People are here a lot of times to furnish their entire homes," said Jason. And with the key customer falling into an age range that often includes children at home, "It's a natural for us to fill up their two to three rooms where they have children," he said.

But the store does more than just sell furniture. Many customers visit Furnitureland South not merely to buy furniture but to get decorating ideas as well — so much so that the store has partnered with Sherman Williams to showcase hot new paint colors on the walls of its vignettes.

"A lot of people say, 'I want to do a room just like that'," said Libby Payne, youth gallery manager, and sales associates can provide them with the exact paint color so they can replicate the look at home.

Customers also get ideas from the company's slick-stock catalog, which is mailed to 500,000 customers every six months and features several pages devoted to youth rooms.

While 90% of the merchandise is special-order, Payne reports most youth products are delivered within four weeks. A 250,000-square-foot distribution center was built in 2001 and features a 40-foot-tall racking system.

"It really allowed us to change how we process goods," said Jeff Harris. "We bring it in, stage it, inspect it and blanket wrap it (for delivery)."

Delivery charges are based on zones and weight, ranging from 35 cents to 75 cents a pound, and Furnitureland South uses a combination of employee and second-party drivers who both deliver and set up the furniture.

And where do all these people across the country — and the world — hear about Furnitureland South? Mostly the old-fashioned way: word of mouth.

"The size of the place has made its own name," said Jeff Harris, along with the fact that High Point is widely known as the furniture market capital, which draws people from all over.

The Harrises also do quite a bit with technology, and the company's comprehensive Web site helps customers navigate the store before they arrive, and includes information on travel and hotels. They've also had success lately with e-mail marketing.

When customers do arrive at Furnitureland South, they are greeted at a reception area and assigned one of 190 salespeople, who help guide them through the sprawling displays.

Many salespeople have a design background, and the store offers full interior design expertise and advice to customers. In the Mart, each section has its own gallery manager, who acts as the expert on that particular category.

Pieces are displayed with hangtags that feature a suggested retail price, and direct customers to ask their sales associates for the Furnitureland South price, which typically is 35% to 50% lower. That approach is designed to avoid the reprinting of hundreds of thousands of tags as prices fluctuate, and to encourage customers to get involved with their sales associates.

"Every customer who comes here, comes here to have a world-class shopping experience," said Jeff Harris. "There's no way you can have a world-class experience without someone to take you through."

The youth department is arranged loosely by manufacturer, so customers can get a clear feel for the style and price point they're looking for. An area with accent seating is set up in front of a video monitor that plays "Shrek," something Payne said she chose because both adults and kids like it.

Complete vignettes are set up with colorful accent walls in hip, trendy colors — some with stripes or other patterns — and other bold merchandising ideas, including many looks for tween and teens.

"We really want to sell the whole package — the linens, the accessories, the rugs," said Jason Harris. "It's kind of inspirational.... We're not a cookie-cutter place to buy furniture."

Berg is Furnitureland South's fastest-growing non-traditional manufacturer, with lofts like this that appeal to moms and kids alike.

This vignette from Lea blends a surf theme with traditional case goods for a look that's all tween

Brothers Jeff, left, and Jason Harris, with their wives Stacey and Jenny, have seven children between them. From the back: Tanner, holding 7-month-old Jace; Sydney, Kendall; Caroline, Sarah Parker and Lindsay.

The store recently has added A.P. Inds. to its mix, and is having success with the Mary-Kate and Ashley line.