Steinhafels’ “Direct Designs” Furniture – It’s More Than Just a Slogan!

Here at Steinhafels, our Merchandising Team and Buyers are always looking for ways to bring you the best products, at the greatest value. We pride ourselves on carrying a vast array of styles, and staying on top of the latest trends, while still offering traditional pieces as well. As humans we are all unique, and our stores reflect that – offering something for everyone!

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You may have noticed “Direct Designs” in our ads, and on signs across our stores. It’s not just a slogan – the title has true meaning to back it up. It’s a special branding we’ve had on many of our items for awhile, but we wanted to go more in depth into what it actually MEANS.

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In a nutshell, “Direct Designs,” are a result of our buyers traveling across the nation, and the world, to find the best manufacturers. This eliminates the middleman and passes the savings directly to you, our customers.

One of the coolest things I’ve learned since starting to work here is that our buyers travel quite a bit – across North America, and even Asia, to develop relationships directly with the factories producing the beautiful goods we sell in our stores.

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The two main furniture categories that highlight this aspect of our business are Upholstery and Case Goods (Dining and Bedroom). Elaine Haskey and Dawn Still are the lead buyers in each area, respectively. Thanks to these busy ladies for taking the time to explain just what we mean by “Direct Designs.”

The main idea behind “Direct Designs” is eliminating the middleman. Can you briefly talk about this, and why it’s such a good thing for us AND the customer?

“It’s good for the customer when we work directly with factories, because every dollar saved goes back into the quality, features and benefits of the product. In essence we pass the savings on to the customer, and that equates to more value. It’s also good for us because we have something that’s unique and available only at Steinhafels.”

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Our buyers travel the U.S. and the world, finding some of the best deals and most unique items. Do you like that part of the job?

“Yes, traveling to the factories allows us to build relationships and tweak the product design, as well as communicate our quality standards.”

For Bedroom and Dining Room specifically, what makes these products special?

“The products reflect the latest trends and features, and we can bring these to the customer quickly.”

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For Upholstered Furniture specifically, what makes these products special?

“The products feature higher quality materials: Better grade fabrics and leathers, generous padding around the frames, and the newest technology in reclining furniture.”

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As a buyer, is it a rewarding feeling to be so involved in the design and creation process of these items?

“It is a great feeling to be involved in the creation of furniture that’s up to our quality standards –  furniture that we would own personally.”

“Direct Designs” is selling well. Why do you think this is?

“When customers see our Direct Designs product, they quickly realize that they are getting a great product at a great price.”

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I presume a lot of furniture stores have similar programs – what makes ours special?

“Actually, very few furniture stores in the nation have a similar program. For it to work, the company must be large enough to buy in quantity and negotiate great prices.”

Thanks Dawn and Elaine for giving us just a little peek into the process of picking the fabulous furniture we sell in our stores. Come check out our “Direct Designs” selection, today!

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Published by

Steph Graham

The Steinhafels Blog is a chance for us to share our design tips, furniture stories, and community outreach. Thanks for reading. We'd love to hear from you!

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