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Stickley Audi @ Co.
October 10,
2012 by in UnCategorized 
By Home Furnishings Business in on October 2012
With foot in two halves of the same furniture worldmanufacturing and retailingthe development of Stickley as a manufacturer is closely tied to its ongoing retail operation, Stickley Audi & Co., with the two sides complementing the other.
We benefit a great deal by being both a manufacturer and a retailer, said Edward Audi, Alfred and Aminys son, and executive vice president and president of Stickleys international division. Our roots are as retailers, and we bring the sensitivity of a retailer to all we do as a manufacturer.
Were very sensitive to issues of distribution, for exampleas retailers, we know how important that is. It helps us as manufacturers because we have a direct connection to consumer trends through our retail showrooms, and it shortens the product development cycle. Were on top of trends in the marketplace, and can respond quickly to where consumers are going, their needs and wants.
The retail experience also helps Stickley think about how it presents itself to customers, and provide the sort of service level it expects from its own vendors.
It enables us to see the difference sales representatives make in building the brand and serving the customer, Aminy Audi, president and CEO, noted. Our dealers have mentioned more than once they felt the fact we are a retailer makes us better manufacturers, because we understand the challenges they face.
In addition to Stickley, the stores carry a range of high-end vendors, but the product assortment varies. With stores ranging from 13,000 to 78,000 square feet and situated in very different regions, Stickley Audi & Co. tailors its presentation accordingly.
We decide based on the marketplace, the size of the location and what we view as saleable product in that market, said Aminy Audi. And, we look at the distribution in that market of other manufacturers as well.
Theres only one showroom dedicated to Stickleythe one in High Point that we use as our Market showroom.
That said, around 65 percent of the product is consistent throughout the markets where Stickley has a retail presence.
Aminy Audi offered an example of how merchandising at individual stores might vary.
In our New York City showroom, in addition to Stickley, well include John Widdicomb, Baker, E.J. Victor, Hancock & Moore, Hickory Chair, Nichols & Stone, Southwood and Bradington-Young, she said. In North Denver, where we have a much smaller showroom, we limit the number of vendors we carry and concentrate on Stickley. We have a few others, but not to the extent we would in White Plains or New York City.