In 1937, Ed Conlin Sr. founded the company in Williston, N.D. Conlin's four sons joined him in the business, including his oldest son, Clem, who worked with him in Williston.

At Conlin's Furniture, the entire staff feels a passion for the business. "No matter who you talk to in the company, they really believe in what [Conlin's] is doing," explains Joni Vetterkind, merchandising manager. "That's a unique characteristic of Conlin's."

Based in Billings, Mont., the company operates 17 stores that offer customers mid-price-point furniture. "We've got some really strong partnerships with major vendors," Vetterkind says, including Sealy, La-Z-Boy, Broyhill, Simmons and Palliser. In 1937, Ed Conlin Sr. founded the company in Williston, N.D. Conlin's four sons joined him in the business, including his oldest son, Clem, who worked with him in Williston.

Conlin's son Frank opened a location in Fargo, N.D., while his son John opened a store in Dickinson, N.D. His fourth son, Ed Conlin Jr., opened a location in Jamestown, N.D. From that location, Vetterkind says, Conlin grew a chain of stores that covered six cities. In 1975, Ed Conlin Jr. brought Paul Gunville into the company as a controller. The two grew the company to 17 locations that now cover North and South Dakota, Montana and Wyoming.

In 1994, Ed Conlin Jr.'s son, Joe Conlin, joined the company to implement a computerized accounting system. When both Ed Conlin and Gunville retired, Joe Conlin became both chairman and CEO in 2002. Today, the Conlin family still owns the company, including Ed Conlin Jr. "He's fascinating to talk to because he's still passionate about furniture," Vetterkind says about Conlin. "He's very interested in what we're doing and how we're doing it."

All About Service
Vetterkind joined the company in 2005, after working at HOM Furniture in Minneapolis. "I manage the buying and rebuying teams," she explains, noting that her work at Conlin's has given her the chance to help mold the company.

Vetterkind says that each Conlin's location operates with the mindset of a small, independent store. "It's all about customer service," she says. "I don't know anyone in the company who doesn't understand that customers come first."

Additionally, she says, Conlin's staff has longevity. This has included Marlys Bertsch, a distribution center employee who has worked for the company for 41 years. Vetterkind also names Controller Lollie Ray, who has been with Conlin's for 25 years. "She's a cornerstone for the company," Vetterkind says.

Building on History
According to Vetterkind, Conlin's plans to continue selling quality products and keep its focus on customer service as it grows. "We want to build on what Conlin's is historically about," she says, noting that Conlin's prefers to develop its own distinctive plan as opposed to simply mimicking its competition.

'Ability to be Agile'
The company has recently focused on changing its store displays. "We are in the middle of installing Broyhill galleries throughout the 17-store chain, and at the same time, we are redoing the rest of the [displays] in each store," she explains.

Vetterkind says Conlin's has added new colors, accessories, styles and lighting to the displays. "It really is a complete revamping from top to bottom in terms of how our stores look on the inside," she says. "By the fall, we will have completely re-merchandised all 17 showrooms, so they will all look brand new."

Additionally, Conlin's has re-coordinated the graphics within its advertising campaigns. Vetterkind says the company has been re-branded with new colors and designs that have been applied to its business cards, letterheads, store signage and billboards. "As a smaller company, we have the ability to be agile," she continues. "We can be more creative in what we do, and how we do it."

Best Brands
Vetterkind says Conlin's believes in offering its customers the best brands of furniture and forming partnerships with its suppliers. "We make sure we set up agreements with our vendors that are win-win deals," she says.

Additionally, Conlin's works to purchase products that no other retailer in its market carries. "We want to offer customers something different than they can buy anywhere else," she says. The globalization of the furniture industry has affected the company in both positive and negative ways, she says.

"There are good values out there from China and Far Eastern countries," Vetterkind explains. "You just have to make sure you don't buy the junk.

"We're very picky about who we do business with," she continues, noting that Conlin's tries to carry a mix of both imported and domestic products.

A Global Market
Globalization also has brought down price points in certain categories, she says. To adjust, the company has had to sell more in these categories to earn the same profit.

"That's the biggest challenge of globalization," she states. "It's a win for the customer, in terms of price points. But it's a challenge for retailers."