See Ashley in booth 1048 at RentDirect PrimeTime!
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Country’s top furniture company focuses on RTO as a major channel of distribution

Country’s top furniture company focuses on RTO as a major channel of distribution - contact Jim Williams at 615-370-4184 for more information.

GMROI sounds more like a term you’d hear from an accountant than one touted by a furniture manufacturer. But Ashley Furniture Industries is hardly your typical furniture company. As the nation’s top-selling furniture brand, Ashley has continued to differentiate its offerings by working with customers as a partner in profit.

“What some other companies might call ‘sales reps’ our company calls ‘marketing specialists’. There is an important difference. Ashley is not just selling furniture to rental stores. We are providing solutions to help operators run their businesses more profitably,” said Jim Williams, Vice President of Sales for Ashley’s Upholstery Division.

“One term we like to talk about is that our high production standards and flexible programs make Ashley is the leader in GMROI – Gross Margin Return on Inventory. Ashley products are priced right and built to withstand the wear and tear of the rental business, ultimately leading to higher margins for the rental companies who choose us.”

Ashley makes such a compelling case for their product, it’s hard to understand why a rental dealer wouldn’t choose them. Because of the size of their manufacturing operations, Ashley offers just about every type of furniture an RTO store would require. 22 separate product categories can be shipped together on one truck from Ashley.

“Our delivery programs are probably one of the most important benefits to the rental industry. We hold the inventory for our rental partners since we know most don’t have the luxury of warehouse space. We set low minimums and our delivery times are definitely quicker-than-average for the industry. Ashley’s fleet of delivery trucks is company-owned, and we service the entire country from five strategically placed distribution centers.”

Ashley executives recognize it takes more than just the ability to make good furniture to keep their number-one position in the industry. That’s why they aren’t shy about touting the four cornerstones of their business model: quality, style, selection and service. These four principles are the basis for every decision Ashley makes and they also support the company’s simple but direct mission statement: “We want to be the best furniture company.”

Ashley continues to become a part of overall American culture via an aggressive product placement program that puts their furniture in popular television and movies from Extreme Makeover: Home Edition to the blockbuster film Mr. and Mrs. Smith. Oh, and don’t forget The Price is Right. But that’s just part of what Ashley wants you to remember.

POINT DIRECT: Ashley is the best-merchandised product line in the industry. Period.

Ashley is a proud participant in the 2006 RentDirect PrimeTime! buying Show, August 20-23, 2006 at the Venetian in Las Vegas, Nevada.

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