And They Continue To Work Hard Happily Ever After

"We are an industry leader - that means being a proactive company. We stay on top of what fabrics and colors are selling in traditional and contemporary furniture, then make sure we have these similar styles available for our futon covers. Our goal is to offer the look and feel that the customer wants. If brushed cottons or velvets are hot, then we will make sure to have them in our line. Our customers expect us to deliver product that sells. If we can provide the right futon covers to their stores, then we both will benefit from increased sales," said Binkhorst. Burlington Futon sees its relationship with each account as a partnership, working together. Bobbie Moser of the wholesale team states, "We are very receptive to feedback and even constructive criticism - we can always learn how to do it better."

At the risk of being biased, Binkhorst stresses that it is the cover that sells the entire category. "While the frame and futon are equally integral to the total package, it is the futon cover that completes the perceived value. Merchandising is everything. We are relentless when it comes to dressing up our own store, and we stress constant change with our wholesale accounts. If you were to go to your favorite clothing store and they always had the same merchandise, after a while you would probably start shopping elsewhere. Furniture is no different. People make a habit of coming back if they know they are going to see a new show every time they come into the store, and invariably people buy what they see," he said.

Internally, the company philosophy is based on progressive and socially responsible business principles. In addition to making a quality product and delivering it on time, it is the human element of the company that prevails. "It is the professional and personal relationships that we have developed with our suppliers, coworkers, and customers that make it all worthwhile. The sewn products industry, particularly overseas, has received a lot of negative publicity. We are proud to be able to pay a 'living wage' that is much higher than minimum wage to all our full time employees," he said. In addition, many of Burlington's sewers are refugees from Bosnia, Vietnam, Iraq, and other counties. The company works together with a local agency to teach English as a second language, arrange car loans, and has even succeeded in helping their lead sewer buy a house. "At Burlington Futon, everyone is a valuable asset and a member of the team. Given the small size of the company, we cross train to make the team more versatile. The concept is that we all should be growing and learning to be adaptable as individuals and as a business," said Binkhorst.

While driving back to Providence from the beautiful Vermont countryside, and the college town of Burlington, I thought about what a unique industry this is and what it affords its participants. Mark Binkhorst and company have been able to carve out a great niche for their company, while still retaining all the integrity and essence of what it means to be from Vermont. Rugged individualism, a focus on quality that lasts, and a willingness to give back a part of the profits for the betterment of the community and land.

FL