In our January issue, Steven Bursten wrote a very effective article on becoming a million-dollar manager (see D&WC, January 2003, page 56). He profiled typical million-dollar companies in terms of gross profit, market and in-home versus in-store sales among other attributes. He also pointed out that most of these companies sell non-drapery window coverings as opposed to custom draperies. “Custom drapery selling is not a bad business, but it is more complex. More than complex, it is a different culture,” Bursten wrote. “Custom drapery selling is a consulting, design, ornamental, decorating, emotional and problem-solving business.”
An example of that other culture is this month’s cover story,
David Landy Interiors (see page 22). Almost right from the start
we learn that Landy takes a special approach to his business. “We’d
rather sell a better product at less markup and get the quality
that will stand the test of time,” he says. That’s not
what you’d expect from an average window treatments dealer,
perhaps, but for this consulting, design, ornamental, decorating,
emotional and problem-solving culture, it’s right on the money.
Landy, ASID, sells the special services his firm provides and they
are many. As a designer, Landy’s resources are wide-ranging.
His training, knowledge and experience covers light control, furnishing,
wall and floor covering, floor plans and elevations, even code compliance.
He sells his clients on the long-range value of professional design
and the ultimate livability and psychological effects of living
(or working) in spaces that are done right from the start: colorful,
warm and alive.
What’s more important to us, Landy’s firm understands
the importance of custom drapery treatments from the client’s
point of view: offering good design, privacy and uniqueness. The
firm sells the fabric, the details, the trimmings of its finished
products. “What’s unique is the combination that you’re
putting together . . . the drapery treatment is unique only for
that job,” he tells us.
Most people would call this the sizzle that sells the steak, but
for Landy it’s a main ingredient.