New Britain Herald Newspaper, May 7, 1925, Page 3

“QUALITY PLUS SERVICE” 1S ( - ANDREWS CO. SALES POLICY Entire Five Floors and Basement of Main St. Building Devoted To Attractive Display, Visitor Finds— | Concern Observing Its Anniversary Our attention aftracted by a ple. turesque, homelike setting whieh marked the arrangement n the | fouth window of the John A. An- drews & Co. Inc. store yesterday Bfternoon, we paused for a few mMoments to further contemplate g well set out porch plan, to examine more closely the cleverly arrange Iawn seene, comprising a reed furn- fture get. an exquisite floor lamp and bridge lamp and an attractive ham- mock, and to further view the natu- al appearangs of the family group assembled in the layout. Now attractive window displays are not unusual in this day of hus- iness experts, but to this window there semad to be soma fnexplaina- hla grip that arrested one's atten tion and held one's fnterest until it had heen examined n detaf! Belleving that such ingenulty In window arrangement ix deserving of encouragement, we stepped into the store proper to pay eur, compliments to the group of voung and enter- prising busincasmen whom we after- wards learned are in the midst of ahservance of the first year of their | New Britain husiness experience, having taken over the business con ducted by John A. Andrews for 25 years. outeous salesmen engaged in the showing of articles to prospective customers or budying themselves in the thousand and one chores that are part of their daily routine greet ¢d us pleasantly. Our compliments roceived and acknowledged, we were about to depart when it was sug- gested that we tour the store. Hav- ing contemplated the big five store Pullding devoted exclusively the dis- play of the company!s merchandise we were hesitant. We thanked the galesman, but since we were not at that time in the market for furni tura did not feel entitled to the privilege of an inspection of the building and its confents. pleasing revelation it is not only the pros- stomer that finds a wel- 1 ente to us come to the modern ar estahlishment We vitation and we va did the thought struck us very deoply: “Well, after all. isn't this tha very basis of suceess, ‘Quality torviee! " With 1ha entht finds on'v In an organiza- rein the members feel th ustify their every claim by he has 1o can presentation of the goods ofier, the salesm: lead up 1o a point of vantage from hieh the first and main floor might be viewed Our first glimpse brought to us a well arranged setting of furnjture of almost every kind and descripti To the ona side there were table chairs and parlor euites, from o natural reed to the richest ma ,ganics ,lighted bridge and floor Jampa held our 'gaze and fron one 15 the other we looked unfil we had tagen in the entire circle of colorful . through an alcove display. ¥ sottings displaying the last word in furniture art. Here wa found ,also, th phonograph, record, piano roll departments. To the rear of the stors we moved next and found ours at the en- trance to the business office. Our s gulds explained in detall the sales no'fcy and to us it appeared novel There ara no hard and fast rule each case being regarded as a caparate and distinct case, having 1o bearing whatseaver on ths one which preceded it; each customer, provided his suggestions are reason- aule, ts practically allowed to dicta s own terms, From our alesman we learned that pers every station in life in New PBritaln and the surrounding towns, are on the company’s books and many are customers of long standing who for close to a quarter of & century had business dealings with Mr. Andrews and had continued thelr patrouage under the new store owners. Befora going into the upper floors ot the building, our salesman-guide suggested that we step down into the basement, Gas, oil, coal and clectric ranges greeted our eyes as we rounded a turn in the staircase. Pausing a moment for a birdseye view of tha entire setting, we were greeted with such fami names as Magee, Herald and others of llke standing in the stove market, There seemed to be stoves of every make and description, manufactured in every corner of the globe, and calculated to meet the financial possibllities of every kind of a purse On the sida of tha ators opposite that used for the stove display, was an fce box and ice chest layout ‘What was found to be true of t stove department was equally of the ice box department every financlal consideration apparently been in the minds those who stocked the ato K frigerato: 1 from 3 eulated to serva the most « and modest apariment to ica che that might provide for the a progressive display i we found to b was also a to metal hed ness, thesa two departments held fascination a ed for saveral minutes’ § : We walned t conclngion nd in m m |the assortment By exact count [thero were 0 planos on the floor, |, yet each scemed to have ample |spaco to display its beauties with. | | out breaking the charm of the entire scene. Closer inveatigation of the instru- ments furnished us with the infor- | | matlon that the store is the sales| auartors for such pianos as Shnoin- | ger, Cahle & Nelson, Radcliffe and | Wurlitzer. — Our friend, the sales- | man, appeared most enthusiastic | concerning the plano department | and ho volunteered the Information | that the stora owners liad davoted | much tlme and attention to the question of stocking this feature of |, the store, Several plano agencles | had been submitted ‘and were under | consideration. The planos, being of attractive design and an article | bringing a high price, it appeared at first thought safe to plek any group of several possible groups | and offer the merchandisa to the public with a fair probablility of | satisfaction. The group of business- | men pondered over the question for | hours and the ultimate decision was a thorough investigation of companies making every b plano, the record of performance | and the expressions of fhose who had purchased, far after all it seems | only the proper procedurs to follow | the dictates of this latter group, they reasoned. Some days after- wards, the investigators came back with their report that the instru ments now on &le wera thaer cholces. They confided to their | colleagues t a smaller margin of | profit must be taken in tha interest | of customer.satisfaction and it was unanimously agreed to take this ep. Again we offered our compliments, but our modest salesman very conrleously suggested a few minutes of inspection of the plano scarf and ry departments. Com nes ably the best one-word deseription that might be given of this feature of t | store. The tapestry a ed careful 1y the buying ri. as evi dent to us that thosa who made th leetions must have first gor operation of into his own . let us describe | which was many on the third floor, | visited by us. Tt must he apparent that one article of furniturs, to stand out as more striking than the others in the An.| drews atore, must b a piece pof | merchandise that is greatly out of ordinary h was the French inlald dining n suite, the group to which we Consistl a buffet, table ha eloset, rving tabin and six chalrs, it pre d a striking ap | peara Each piece had ) iniay of hune picces of ] por trayir I it The bowl! and fruit were worked ont in natur red from colors with wood gat The designs were finished in natura t painting of any sort Il st her and say it wa tha most remarkable specimen | it has ever been our privilege to view Wa were advised that the Grand Rapids Furniture Co, of Grand Rap ids, Mic of the leading furniture making concerns in a dis trict where niture occuples a position simllar o that eccupied by the hardware industry in our own city, designed and made the set {Although we were anxious to remain r a more detalled study of this suite, wa felt rewarded after our walk through the department had brought us upon 2 after suite ranging from the simple and fnex- pensive oaks to the elaborate ma hoganles and others destgned in tha old Itallan Menaissance period. Ta ble lamps in a variety of hues and deslgns also ca ain we entered tha waiting elevator and found ourselves on thae ! h flcora floor given over to bedroom furniture and mat The ext a displays of ssers and beds from the oak to e butt and burl walnut impre with the com i ¥8 found thr re longest has to Aller and pet 1 items of the entire was t mattress and while wr NEW BRITAIN DAILY HERALD, THURSDAY, MAY 7, 1925 (A ANDREWS ESTABLISHED 1899 1—The Home of New Britain's Greater Furni- ture Store—5 floors and hasement devoted exclu- sively to furnishings of homes. 2—One of the usual at- tractive window displays 3—A glimpse of the main floor — showing general office at the rear, {—A view of the Stove and Refrigerator depart- ments, d—DMetal Bed and House- furnishings departments 6—A corner of second floor showing but a few of the many Living Room Suites. A peep at the Piano S—Just a corner of 3rd floor which is en v devoted to Din Room Suites. —~An aisle on the d4th loor which is devoted to Sedroom Furniture - Springs, Mattresses and Beddings. 0—A view of part of the fth floor—showing Rug lepartment in rear. 1—The Finishing Dept. re each piece of furniture is refinished hefore delivery 12—Fleet of trucl ays at vo 13—War where 14—Warchousc where e we