Success Stories: Nathan Anthony
EXTREME CUSTOMER SERVICE HAS ITS REWARDS
Success Stories is a periodic series that spotlights the methods and processes of IHFC exhibitors who are "doing it right."
This spring, amid the bustle and energy that is InterHall, things were especially buzzing in the showroom of Nathan Anthony. Making their first-ever showing at High Point Market, the southern California manufacturer of fine upholstery enjoyed a constant stream of traffic throughout Market. New relationships were forged, business cards were exchanged, conversations were enthusiastic and animated. Most of all, "we wrote orders," said Tina Nicole, company founder and owner (along with husband Khai Mai). "We opened more new accounts than we have since 2004. And, these were better qualified buyers."
Since its founding in 2003, Nathan Anthony has been a fixture at other shows, but never at High Point. Nicole had heard the refrain from others in the industry that High Point was too far to go, that it was shrinking and losing importance, that Las Vegas was the place to be. "Those people couldn't be more wrong," she proclaimed. "I walked the show last fall, in 2008, to see for myself. The minute I walked into IHFC, there was this incredible, positive energy that you could literally feel. All of this movement and activity…people laughing, talking, really engaged with one another. People doing business." She marched into the sales offices and reserved her space in InterHall.
"We were fortunate to have especially visible space in InterHall, where people sitting down to have lunch could look directly into our space," Nicole noted. "Of course, if they were looking into our space at product they hated, we wouldn't have had the success we had." That, she pointed out, is defining characteristic #1 for her company: good product that is fresh, bold and distinctive. "We always bring new product, new covers to a show, and we merchandise it dramatically in our showroom, in a way that gives buyers and designers good ideas for their own retail merchandising."
The look of the products — matching cover to frame — falls to Nicole, the production, product design and custom work to her husband, Mai. "I have a degree in merchandising marketing (she's also a lawyer), and have always had knack for colors and textures," Nicole said. The products' look and the story behind it constitute the Nathan Anthony brand, and the company promotes and protects that brand energetically.
From day one the company has been exclusively domestic. Everything is built and bought in the U.S. "I constantly hear from people, 'you can get this so cheap in China' but we're not interested. I buy from the guy down the street. Now he may import his textiles from Italy or India, but I buy from US companies. Our frames, too, are domestic hardwood, sustainably harvested. We promised ourselves when we started that we would be a U.S. company and we've stayed true to that."
The second half of their brand story revolves around their youth — the company's and the owners' — which is reflected in their personal energy and the vibrancy of their product. "I think it's an advantage in this industry that is so dominated by large, old companies," Nicole observed. "I haven't noticed a lot of young women owners in the furniture industry. I think we bring a fresh perspective to the entire business philosophy, from product to the way we market and merchandise."
Take for instance Nathan Anthony's use of new media. "We send e-newsletters, we're on Facebook, we Twitter," Nicole said. The young company doesn't shy away from new tools; rather, they embrace them and wield them to expand and promote their brand. "Growing our brand is a big reason we came to High Point. It's about more than writing orders. We wanted to be seen by that important audience, to meet designers and media, to introduce ourselves to new reps."
Even though the company sells product across the country and in some international markets, they have only three sales reps, with most accounts as house accounts. "Purposely, we have controlled our growth, to make sure that first and foremost we can meet our commitments," Nicole said.
Therein lies defining characteristic #2: relentless customer service. "In fact," Nicole laughed, "there is a sign posted on the wall here in our office that says 'extreme customer service'. I believe in communication and always getting the answer, calling back, following up. Commitments are the most important thing. If we say delivery in four weeks, we have to deliver in four weeks. It doesn't matter if it's a customer or vendor or editor for a magazine, we honor our commitments."
As a relatively new company in a competitive industry, Nathan Anthony has carved its niche by being true to who they are. "We are a family owned business," Nicole summed up. "Khai handles the production, I handle design and the business side. We named the company after our son. We aren't relying on decades-old history or heredity or family connections to run this business. All we have are our fresh ideas, our commitment and great product."
So far, that's been more than enough.