A Real Transformation

When Schlichter and Barton discovered the Lotz Wood company, its main business was making component parts. “When we took over the company we had to react to the business that already existed. Quote this, quote that, we survived during the first months on the ongoing business the company was already doing. That was the basis of our cash flow when we started,” said Schlichter. “We made clock faces, cutting boards for the Kohler Company, all kinds of things, and we still have a very diversified, and very satisfied client base.”
“We had machines to make anything you could imagine,” added Barton, “In fact we had to move out four trailer loads of machinery to make room for our furniture line, and today futon furniture is the main focus of our plan.”
Making the transition from parts production to their ultimate goal took a while, but the company soon began to produce futon frames in solid ash. “We had already made the decision to build real furniture after seeing the potential, years earlier at Davis (Furniture),” said Barton. They now had their own factory and it was time to test their theories in the real world.
They started with some simple mission looks. Back in 1983 Barton was building fine furniture in the Stickley style in his own shop. “I had my own shop back then and I was doing a lot of architectural work in the Stickley style,” said Barton. “When Barbara Striesand bought a Stickley Hutch for $100,000.00 Stickley’s Craftsman or Mission style became very popular,” he said. “That’s where we got our inspiration for the 10,000, our most popular futon frame,” said Schlichter, who quickly added, “It has always been our intention to build real furniture. Why make something that essentially becomes a throw away’ when you can create a product that will stand the test of time?”
“We both grew up around antiques,” said Barton. “If we could take the products we made this year and project out a hundred years, our futon frames, (the way we build them), the 10,000, all our high end futon frames, we believe that they will still be in use. By then they would be antiques,” added Schlichter “And essentially that’s what we want to make; furniture that will become tomorrow’s antiques.”
I asked the partners what they thought it would take for this product category to survive. “In our minds the future will be played out in the traditional retail store,” said Schlichter. “We are now building standard size bed frames and case goods, all designed to compliment our futon frames. We want to be perceived as a full line furniture manufacturing company that has built its reputation on fine craftsmanship and quality, convertible futon furniture.”

 “These other products will help convince retailers that we’re for real, and that we understand what it takes to be a supplier to the typical retailer in the home furnishings industry,” said Eddy Botelho, the company’s National Sales Manager. Botelho, a former retailer and furniture rep, heads up the marketing for the company. “We are finding more and more dealers that are beginning to understand what we are all about,” said Botelho, who added, “But when you operate at the top end of an industry that is perceived as a poor cousin by the rest of the world, you really have your work cut out for you.”
“One of the many things that sets us apart from many other furniture manufacturers is our In-Stock’ program. Operating at a 90% fill rate, we believe we are able to turn orders around faster than anyone else in the industry. This enables our customers to maintain a lower overhead by placing orders more frequently. Our commitment to customer service is also second to none. We always strive to achieve complete satisfaction with our product,” said Erika Alix, Inside Sales and Customer Service Manager.

continues on next page