Personal ethic helps entrepreneurial pair find their niche
By Don Kirkland
To any aspiring business person groping for the secrets of success, what Denise and Chuck Haney have to say may sound like they’re giving away the store.
In fact, they’re simply glad to share the concepts that have propelled them to an envious standing among home-furnishing entrepreneurs nationwide.
Their ranking among top companies, however, isn’t as important, they say, as the fact they’ve found a niche that dovetails their personal ethic with what they have learned are sound business practices.
Since 1998, the Haneys have operated Newport Furnishings, a retail store that positions itself 180 degrees from most of its competition. No costly showrooms, no boutique atmosphere, no full-page newspaper ads.
Yet, within their four years of doing business, a benchmark they celebrated April 20, the couple have managed to expand their single Valley location to warehouse stores in Albuquerque, Denver, Minneapolis and Seattle, with more yet to come.
The third quarter of 2002 holds openings in Houston, San Antonio and Columbus, Ohio.
Further proof of their business acumen, if any is needed, lies in the Haneys’ listing among 10 Valleywide nominees for the prestigious Small Business Persons of the Year Award, sponsored for the 15th time by the Phoenix Chamber of Commerce.
“We feel very fortunate,” said Chuck. “The theme we have set for ourselves is ‘built to last.’ So far, it seems to be working.”
The “built to last” theme not only applies to the determination the Haneys seem to possess but to the relationships they’ve developed with their growing cadre of customers.
“When people come to our warehouse, we have no ‘agenda’ of what we want to sell,” Chuck said.
“(Customers) simply come in with a vision and we help them turn it into reality.”
In so doing, Chuck says, Newport operates with a different premise than most other stores.
“We checked out the malls, the Crate & Barrels, the Pottery Barns. They had no-pressure environments but you weren’t getting much service, either,” said Chuck.
And because national statistics show that 80 percent to 90 percent of the home-furnishing buying decisions are made by women, the Haneys tailored their marketing to that demographic.
The result of their studies is a customer base built significantly around referrals, which in addition to demonstrating loyalty helps the stores maintain their low overhead.
As to the “secrets” of their success, Chuck says they are few and basic.
Stay humble, but never be satisfied.
Always be on the lookout for ways to improve.
Do everything you can to keep your employees happy.
Work to help your customers feel that, when they patronize your store, they’ve found “a hidden treasure.”
If these are the elements that have helped the Haneys achieve a remarkable level of success, they’re happy that their vision yielded results. And that they can share those concepts with other aspiring business owners.
