“Gardner-White shines spotlight on bedding” – Furniture Today

Gardner-White shines spotlight on bedding

David Perry — Furniture Today,

Serta’s iComfort lineSerta’s iComfort line is a strong seller at Gardner-White.AUBURN HILLS, Mich. – An expansive, thoughtfully merchandised bedding department greets customers entering the new Gardner-White store here.
As customers gaze out at the open displays that unfold before them, their eyes might come to rest on a place of rest: The dozens of mattresses arrayed in a presentation that extends almost to the front of the store.
“It’s not an accident that our bedding department is close to the front of the store,” said Steve Tronstein, president of this bedding-happy furniture retailer. “Bedding is a big piece of our business. We want our customers to see our mattresses. We want this to be a destination for them.”
There are about 55 mattresses in a sprawling 10,000-square-foot bedding presentation that exceeds many bedding specialty stores in sheer size. But the presentation is unlike the rows of mattresses many sleep shops offer.
The mattresses are arranged in pods, with low walls helping to set them apart. The settings provide some privacy, and the mattresses are displayed at angles to one another, another step that provides separation between customers.
“Usually the bedding presentation is crowded,” said Aime Fitzhugh, vice president of merchandising. “It’s not a pleasant shopping experience. Here, our customers can spread out and try the beds.”
The size of the bedding presentation is a luxury afforded by Gardner-White’s massive new headquarters and warehouse in this Detroit suburb, a 455,000-square-foot monster that puts the retailer in the heart of a prime shopping corridor.A decorative ceilingA decorative ceiling treatment helps set off the mattress department at Gardner-White.
With plenty of space to devote to the critical mattress category, Gardner-White sets up its mattresses in displays that curve across the floor to a back wall. A customer trying a Restonic TempaGel mattress at the back of the department is half a store away from a customer trying a Simmons Beautyrest bed near the front.
Fitzhugh says bedding customers want some privacy when they lie on the beds, and they also want to see a wide mattress selection. Gardner- White delivers on both counts.
“We offer a lot of choices,” he said. “We have a lot of beds for our customers to lie down on and try. And the beds are angled, so we don’t infringe on our customers’ comfort space.”
Gardner-White credits its focus on mattresses to the entry of a bedding specialty retailer in the market some years ago (which is now gone). Gardner- White officials studied those bedding stores carefully – and thought they were fairly well done.
“We started treating bedding as a separate business then,” Steve Tronstein said. He runs the 10-store Gardner-White operation with his wife, Barb, who oversees advertising and handles other duties; daughter Rachel, who just joined the business, and a strong team of experienced retail hands.
“Mattresses,” Steve Tronstein said, “can help your furniture business. So we take mattresses very seriously.”
Gardner-White advertises bedding every week, running different ads for different vendors.
How does the retailer compete with Art Van, another furniture store in the area that emphasizes bedding? “There is enough room in any market for two players,” Steve Tronstein said. The competition has made Gardner-White better, he added.
Gardner-White competes by focusing on what it can control: the mattress values it offers, the customer service it provides, the carefully crafted advertising it creates.

Aime Fitzhugh, second from right, of Gardner-White welcomes Restonic executives Doug Krinsky, left, Bob Quinn and Ron Passaglia to a display of Restonic’s gel-cushioned sleep sets.
Aime Fitzhugh,
Checking out the
Checking out the mattress department at Gardner-White’s new flagship store are Aime Fitzhugh, left, Rachel Tronstein and Steve Tronstein, all of Gardner-White.

     Tronstein said each of his bedding vendors brings important strengths to the retailer’s bedding program.
He said Simmons has “creative merchants” who know how to get in touch with their customers. He described the TruEnergy Beautyrest line as a good offering and said Beautyrest Black “is an excellent product.”
Tempur-Pedic’s Sleep Experience Center in the middle of the bedding presentation, an interactive retail display module, is effective and gets customers comfortable with Tempur-Pedic’s adjustable beds, Tronstein said.
The Tempur Cloud Supreme, retailing at about $3,000, is the best-seller in the Tempur-Pedic line. It helps Gardner-White elevate its average unit selling prices.
Serta is a longtime vendor. Serta’s iComfort line, on the floor at Gardner-White, represents “one of the biggest successes” in the industry in several years, Tronstein said.
He cited the “great point-of purchase materials” backing iComfort, which he called “a great product.”
Tronstein said the iComfort line is supported with a great selling story, adding that the beds are comfortable and are more affordable than some other memory foam lines. His best-selling iComfort model is at $1,999.
He said his Restonic line brings “great value” to the bedding department. Tronstein likes the TempaGel line of gel memory foam. “Restonic understands the gel story and knows what goes into a comfortable mattress,” he said.
He added that his Restonic partners are strong marketers and merchandisers. “Bob Quinn and his team (at Restonic) are creative thinkers,” Tronstein said.
Those strengths all add up to a strong mattress department at Gardner-White.


As Seen On Fox – “Gardner-White’s new warehouse features recycling facility”

AUBURN HILLS, Mich. (WJBK) – By Robin Schwartz, Fox 2 News

Gardner-White Furniture is about as high tech as they come when it comes to recycling.  The 101-year-old furniture retailer has its own mini recycling facility right on site at its Auburn Hills headquarters.  As you can imagine, they go through plenty of cardboard.  All that furniture comes in some pretty big boxes.

“Either we’re going to pay to have it hauled away and put it in a landfill or this way most of it’s recycled,” said Steve Tracey.

Gardner-White’s president says back in the day they burned it and then all those boxes went into landfills.  Now the cardboard is chopped up into bales that weigh about 1,300 pounds each.  They recycle about 20,000 pounds a week.

The company actually recycles it’s own Styrofoam, too.  It’s sold and reused after being processed through a machine.

“We’re in a world of diminishing or dwindling resources.  We have to make better use of what we have and use it again,” Tracey said.

Gardner-White spent more money up front to be earth friendly when they renovated their new, 455,000 square foot headquarters.  The whole facility is filled with energy efficient LED lighting.  In the warehouse they use motion detectors so the lights only burn when they’re needed, and in the showroom they provide plenty of light at a cooler temperature.

“We’ve done a lot of electronics with Best Buy and we recycle all that product, too,” said Tracey.  “Long term to be environmentally friendly is actually pretty cost efficient.”

The first Gardner-White store opened in 1912.  You can check out their newest facility on North Atlantic near Great Lakes Crossing, and now you know what happens to all those boxes while you’re there.

Watch the video at http://bit.ly/X4lUzZ

Best Sleep Guarantee




We know selecting a mattress can be confusing. At Gardner-White we make it a lot easier thanks to our Best Sleep Guarantee.
With the Gardner-White Best Sleep Guarantee, whether it’s the price you pay or your comfort, we guarantee you’ll enjoy sleeping on your new mattress. Getting a great night’s sleep is important for your good health and overall quality of life. You want a comfortable mattress with the right support for your needs. Here are the five elements of our Best Sleep Guarantee that help make sure you love your new mattress.

Comfort Guarantee

If you’re not sleeping great, we’ll exchange your mattress hassle-free for 180 days.

GUARANTEE: With our Best Sleep Guarantee you can buy with confidence. Because research shows it takes several weeks for your body to adjust to a new mattress you should sleep on your new mattress for a minimum of 30 days. If you are not satisfied with your mattress anytime within 180 days of your original purchase we will be happy to assist you with a one-time reselection.

DETAILS: In order to reselect, mattresses must be clean, undamaged and unstained. In addition, Gardner-White’s Mattress Protection must be purchased prior to delivery of
your mattress and used properly.

The one-time reselection allows you to select another new mattress of equal or greater value (if it a greater value you must pay the difference). The value of the mattress protection, pillows, electronics, gift cards, delivery fee will be deducted from your reselection credit and choice. A delivery fee applies to reselections.

The minimum purchase for 180-day coverage is $999.

Mattresses $499 – $999 will have a 60-day comfort guarantee and are subject to the same guidelines. Reselections on clearance, floor samples, pillows, foundations and adjustable bases are excluded. (Minimum purchase is based on the queen-size price point for each model.)

Lowest Price or It’s Free
We beat any price – any day – or your mattress is free.

GUARANTEE: If within 30 days of your purchase of a mattress set from Gardner-White you find the exact same merchandise with identical electronics or extras (brand and model) currently advertised by any local stocking dealer we will cheerfully refund the difference plus 10% or it is FREE! If Gardner-White offers the same product at a lower price within 30 days we will refund the difference.

DETAILS: To challenge a price, bring the competitor’s advertisement into the store with your Gardner-White receipt. We will send the request for refund to our customer service department. They will review the information and when appropriate issue credit to your account or mail a refund within 10 business days of receipt. The “competitor’s advertisement” doesn’t apply to clearance, floor models, vendor rollbacks or rebates, door busters and special financing. A “local stocking dealer” is a store front located in Wayne, Oakland and Macomb counties. Internet-only sites are excluded.

Best Selection
No one carries more models of premium brand-name mattresses all in-stock and ready for FREE Same Day Delivery.

We have the largest selection of specialty name-brand mattresses in Michigan. No one stocks more Serta Perfect Sleeper, iComfort by Serta, iSeries by Serta, Tempur-Pedic, Aireloom, Beautyrest and Restonic models.

Bedding Experts
Professional factory-trained Bedding Experts listen to your needs and use their extensive knowledge to guide you to the right choice.

Our sales associates undergo rigorous training and testing from each manufacturer. Only a select number of individuals who meet the highest standards earn the right to be called Bedding Experts. We know every mattress shopper is different. Our Bedding Experts are here to listen to you and answer your questions. They will assist you in selecting the mattress that is right for you.

Free Premier Same Day Delivery
Only Gardner-White gives you “Premier” Same Day Delivery absolutely free. Includes removal of your old mattress and set-up of your new set. An $89.99 value.

Minimum purchase for free delivery is $699 – must be within designated delivery area. To be eligible for pick-up of old bedding, bedding must be clean and unstained.

NOTE: “Best Sleep Guarantee” cannot be combined or layered with any other guarantee or exchange policy.

Giveaway Rules & Guidelines

Updated for Find the Clovers Contest at 2:00PM 2/20/2014
Contest ends Monday, March 17, 2014. Winner will be announced on Facebook 3/17/2014. Only one entry allowed per Facebook user. Winner must have valid postal code or be able to pick up prize at Gardner-White location (TBD). Winner will be selected at random from valid contestants (those who guess correctly) and contacted via Facebook. Although we strive to never have to, Gardner-White reserves the right to change all contest rules, guidelines and content as necessary without notice. We do not share or sell customer information to third parties. Please direct questions and concerns to tylerk@gardner-white.com
Updated for Love Your Pet Day Photo Contest at 2:00PM 2/20/2014
Must live within delivery area or able to pick up from Gardner-White. Contest ends Sunday, Feb. 23. Winner will be announced on Facebook 2/24. Only one entry allowed per Facebook user. Winner must live within delivery area or be able to pick up prize at Gardner-White location (TBD). Winner will be selected at random and contacted via email. All photo entries will be uploaded to the official Gardner-White Facebook page. If you want your photo to be removed or not uploaded at all, send us a direct message via Facebook and we will remove it. Although we strive to never have to, Gardner-White reserves the right to change all contest rules, guidelines and content as necessary without notice. We do not share or sell customer information to third parties. Please direct questions and concerns to tylerk@gardner-white.com
Updated for Big Picture Package Giveaway at 2:00PM 1/5/2014

Our Big Picture Package Giveaway consists of one (1) person winning a gift worth up $2499 to use at any Gardner-White Furniture store. Contestants must live within delivery area or have the means to pick up their furniture from our warehouse. Contestants must “like” our Facebook page prior to entry. Upon entering you receive one entry. If you tweet the link provided, you earn another entry. When you share the contest, you will receive one extra entry per person that enters through the link you post to your wall or Twitter feed. Contest rules, regulations and guidelines are subject to change. Prize may only be applied to in-stock items. Please direct any questions or concerns to tylerk@gardner-white.com

Updated for $2,500 Giveaway at 2:00PM 7/3/2013

This 4th of July we are giving one lucky person the opportunity to win a $2,500 shopping spree. To enter, go to our Facebook page and “Like” it on this page. We ask that you enter valid information as if you are the winner, we can verify your information with you.

Updated for Win any Sofa at 2:30PM 6/08/2013

You can enter to win a free sofa through our Facebook for a limited time. This is the first time we are doing a “Voting” contest so we need to establish a few rules.

1. We encourage users to post one photo of either what sofa they would like to win, or a photo of their current sofa.

2. We discourage cheaters. Every entry is given a unique URL which we can check to see where it might be posted on other websites to “Vote for Incentive” or “make me win” via paying per vote.

Updated for $5,000 Giveaway at 1:45PM 5/16/2013

With our Epic sale we want to give someone a shopping spree like no other. Being that furniture is a necessity, we know this giveaway will help shape the life of one family. We ask the following:

From Facebook: Watch our video, register to win and share your entry with your friends. When your friends click your share and enter, you automatically get more entries per referral! 

From website (during active registration): Enter a valid email account, because that will be our only reliable way of entering.

If you enter and you don’t live within the delivery zone, you can still win, but you will be responsible to pick up the merchandise from your choice of our 10 stores.

After running this giveaway for almost a year now, we have come to love it. However, we have also come to learn that unfortunately, that there are people who want to cheat you out of your fair shot at winning.

We do this giveaway every week because we firmly believe it is only fair to our beloved family of customers and fans that we protect their right to have a fun experience in hopes to be selected as one of our winners.

If you have never participated in our weekly Fan-Tastic Friday Giveaway, all that we ask is that you let us know what product in our current ad you like, or want. You can find the ad on our website at: www.Gardner-White.com/weekly/ad.php

Here is the extension of our rules to protect you and give your family its best opportunity at winning free money.

Fan-Tastic Friday Giveaway

Every Friday we choose to run the Giveaway, 5 people will be initially chosen at random to win, and winners will stay if qualified per the following regulations.

1)   Identity and Legality of Name on Facebook

A. Per Facebook the following is required: Facebook is a community where people use their real identities. We require everyone to provide their real names, so you always know who you’re connecting with. This helps keep our community safe. (Source: http://www.facebook.com/help/292517374180078/)

B. Per Law, representing yourself as someone else is classified as Identity Theft.

The Identity Theft and Assumption Deterrence Act of 1998 (18 U.S.C.S.  § 1028) makes identity theft a federal crime, carrying penalties of up to 15 years imprisonment and a maximum fine of $250,000.

(Source: http://www.ibls.com/internet_law_news_portal_view.aspx?s=latestnews&id=2177)

C. Our contest requires you to post as a Facebook User. Your name on Facebook must represent your Legal Name. Failure to represent yourself as your Legal Identity will permanently disqualify you from entering our online contests.

2) Contest Winning and Redemption

D. We blacklist posters who are attempting to misrepresent themselves, by using any and numerous fake Facebook Accounts.

E. The age of the winner must be factual and over 18 years. Households may have one entry per person that qualifies and is using a valid Facebook Account. Only (2) Two winning certificates may be redeemed upon purchase at a Gardner-White Furniture store. This also includes any other redeemable Certificates you may acquire through us in any other manner. You and any other winners involved must produce Identification matching the Gift Certificates.


Q: I don’t live in Michigan, can I still enter your contests?

A: If you win furniture, you have to be able to pick it up or receive delivery. Also, you must be a Michigan resident.


Q: How do I know if I live in the delivery zone?

A: Visit www.Gardner-White.com and enter your ZIP code.