On Bedding : Born into Bedding
For the family that owns Seattle’s Bedrooms & More, selling beds is more than a business—it’s a tradition.
January 2010 By Howard WhitmanFurniture retail is a business that's historically been rooted in the family ownership tradition, and the bedding sector is no exception to that tradition.
One family that can actually chart the course of its history in relation to bedding is the Bradfield clan. The family has grown in parallel to its business, culminating with the establishment of leading Seattle bedding store Bedrooms & More, which is currently staffed by multiple generations of Garfields.
The saga began in 1973 when patriarch Jeff Garfield married Wanda. The Garfields had a variety of retail stores throughout the 1970s and into the 80s, leading up to 1986, when they built a new 7,500-square-foot building and opened a dedicated bedroom furniture and mattresses store. As the business grew, the Garfields expanded into multiple stores, but ultimately bucked business trends by pulling back instead of continuing to expand.
"By 2002, we consolidated to one store with our best sales, delivery and managerial staff," Jeff Garfield recalled. "[I've] found that one well-run and -staffed store is much better [in terms of] income and hassle. With the right product mix, promotion and help, people are willing to travel a little and will find you."
In terms of help, Garfield didn't have to look far, as his key associate was already in-house—literally. "Wanda handled—and continues to handle—the details of the business, from accounting to training, ensuring that the money, returns and receipts are tracked," he said.
In classic family business tradition, the next generation of Garfields are also vital members of the Bedrooms & More team, each finding their own niche within the store.
"All three sons—Thane, 31; Blake, 29; and Drew, 23, work in the business," Garfield stated. "Drew manages our warehouse and directs the delivery crew, keeps track of inventory and returns, and oversees the other warehouse staff. Blake is one of our top salespeople and does our advertising and product development. He also helps with ordering, promoting and merchandising. Thane is in charge of design and merchandising and also handles many customer service items.
As the family continues to grow, more talented folks have been added to the mix. "Thane's wife, Koemlot, and her sister, Chai, help with merchandising and display," Garfield added. "We are looking forward to Blake's wife, Krystal, joining us full-time in the future to do bookkeeping and tracking."
