Bob’s furniture store expanding in big way
With 20 locations in works, CEO credits ‘simple’ strategy
It started from one store in 1991 and has exploded into becoming one of the top 10 U.S. furniture chains in the country as customers continue to come on down.
And Bob’s Discount Furniture will open 20 more stores in other states this year, expanding on its current 171 stores across 24 states with 5,100 employees. For perspective of growth, the company had 60 locations heading into 2015.
The first store was in Newington and there are also now locations in Bridgeport, Brookfield, Manchester, New London, Norwalk, Orange, Southington and Taftville.
Bob’s continues to multiply after starting from its Connecticut roots, CEO Bill Barton said, as a result of the core values of honesty, integrity and transparency that were put into place more than three decades ago by founder Bob Kaufman, a Uconn grad who became famous for his advertisements.
“We tell them the truth,” Barton said of the customers.
“We don’t blend things together when it comes to delivery. We quote a price for delivery. We don’t blend it into the price of the product and give them a discount and confuse people,” Barton said as examples.
“Bob founded the company because he thought buying furniture was needlessly confusing. He came out with a revolutionary model of quality, stylish furniture, on style, on trend and at everyday low prices,” he said.
Angeli Gianchandani, who teaches brand marketing at the University of New Haven, said the company has benefited from the surge in remodeling and renovating with a focus on interior design since the pandemic.
Gianchandani also said the company recognizes what customers want and need.
“Behaviors have changed as families want more from their homes,” Gianchandani said. “They want to have a personal space with comfortable and specialized zones for specific household routines, ranging from work to playing with kids.
“The change in behaviors have shifted the needs and wants of consumers … furniture stores like Bob’s have enjoyed the windfall,” Gianchandani said.
“Through the process, stores have gained greater knowledge and data about who their customers are and how to serve them best,” she said.