NAME OF STORE:
Hilda Flack Interiors

PROFILE:
Hilda Flack Interiors operated multiple interior design stores throughout the south Atlantic states. These stores were recognized as one of the nation’s most respected resources for discriminating customers. Clients included not only the “rich and famous” from West Palm Beach Florida, but also those with an almost unlimited budget. Vendor resources on display included Baker, Henredon, Ferguson Copeland, EJ Victor, Marge Carson, Ralph Lauren, Sherrill, Maitland-Smith, Drexel, and many others.

In early 2003, Hilda Flack Interiors determined their stores in Atlanta Georgia required “promotion assistance” from an outside source. They hired a consultant based upon the receipt of a previous mass mailing and the advice of one other “high-end” dealer. After less than three weeks of activity, Hilda Flack Interiors realized that the promoter they had chosen, despite being referenced by the New York Times as being “reliable”, would not benefit Flack’s business. Hilda Flack terminated the promotion. After this experience, the owners of Hilda Flack Interiors considered all “promotion consultants” to be inappropriate for their high-end client base.

In discussing the possibility of converting one of the Hilda Flack Interior Atlanta Georgia stores to a dedicated vendor format, Hilda Flack was introduced to Deere Park Associates as the only home furnishing consultant that “produced proven results”. She was reluctant to trust another promoter with her reputation, but, after extensive strategy sessions with Richard Glabman, the president of Deere Park Associates, Hilda Flack engaged Deere Park Associates to develop a long-term comprehensive strategy for the stores in the Atlanta market.

OBJECTIVE:
Exit slow selling and obsolete inventory while recovering full inventory costs, increase sales in all stores, reposition the Atlanta stores, and reverse the negative results of the former promoter. Generate a “Sale Profit” in a specific event, while preserving the reputation and image of existing operations.

RESULTS:
Starting in September 2003, and using only dedicated sales associates and management from Deere Park Associates, the Hilda Flack Interior Cobb Parkway promotion achieved all objectives of the client. “Results” of the project in the words of Hilda Flack were an, “outstanding success”. Under supervision of Deere Park Associates management and with the use of Deere Park Associates resources and personnel, the previous annual sales volume of the Cobb Parkway store was more than doubled to almost Four Million Dollars in less than ninety days of promotion activity. Net sale profit was 17% after all expenses and Hilda Flack recovered all cost of the Starting Inventory sold plus retained the event profit.

Hilda Flack Interiors expanded their relationship with Deere Park Associates to include consulting and promotions on other projects and stores. They continued their long-term strategy for the Atlanta market over the next three years, using Deere Park Associates exclusively as an advisor, promoter and resource. Riaya Kanso, the Chief Executive Officer of Hilda Flack Interiors summarized his association with Deere Park Associates, saying, “We are a stronger company today because of the services of Deere Park Associates. We look forward to continuing to work with them many years in the future.”

▶For additional information, refer to the FLACK’s letter on the “References” page.