Freed's: Third generation and going strong

Freed's Homefurnishings is the largest furniture store in Dallas, with 110,000 square feet of furniture and accessories and average annual sales of $15 million to $20 million. Owner Howard Freed, who took over the business in 1991, is a third-generation retailer whose grandfather started the company in 1938.

"We try to be a category killer in every department," Freed said. "We have the largest selection of home theater chairs, curio cabinets, bedrooms, dining rooms, entertainment centers, home office and youth out of all the full-line stores in town."

Freed's youth department carries furniture and accessories from Legacy Classic, Palliser, Sealy, Lea Inds., Powell, Riverside, Standard and Pulaski. Freed shops the High Point, Tupelo and Las Vegas markets for product.

Twin beds typically retail for about $299–$599 and loft beds are $1,099.

While its sheer size and selection are draws for the retailer, Freed also does a lot of marketing and advertising to promote his store.

"We have two tent sales each year to draw traffic," Freed said. "We advertise on TV and radio for Martin Luther King Day, President's Day, Memorial Day, July 4th, Labor Day, Thanksgiving, Christmas and New Year's, and we've also sent out direct mail offers."

Freed also has an informational Web site, www.freeds.net, and offers delivery and design services.

"One of our most effective marketing efforts stems from our location and our membership in the North Dallas Design District," Freed said. "We're a group of several stores who promote events together to bring traffic to the district. We pool our dollars and efforts and it's been a great success."

As a large furniture retailer with years of experience, Freed has noticed lots of changes in the industry. Furniture prices have come down because of the "China influence" while the cost of freight has escalated thanks to the increase in container and fuel costs. He's noticed that the next generation of shoppers doesn't like much of the opulently carved merchandise coming out of China. Instead they prefer smaller scaled furniture and cleaner, more modern looks.

Freed's biggest day-to-day challenge is keeping his inventory flowing. He has containers arriving from overseas and said it's often either feast or famine.

"My warehouse is full but I'm often out of the items our customers want," he said. "It was much easier to flow goods when they were produced domestically."

A self-proclaimed category killer, Freed advises those going into retailing now should either specialize and stay small or plan to be big because "the day of the mom and pop furniture store is long gone."

Modern looks in furniture and bedding help capture the tween customer at Freed's Homefurnishings.

Powell's Monster collection appeals to boys and offers lots of storage and work space options.

Being a part of the North Dallas Design District enables Freed to get more bang for his marketing buck.

Freed's shows about 20 youth groups on its. Themes are set with accents and bedding ensembles and include everything from modern looks to cowboy classics.