CURRENT ISSUE
| Cover Story |
| Columns |
| Updating a Tradition |
| Cover Story | |
| By Joanna Miller | |
| Monday, 02 January 2006 | |
 Lloyd/Flanders patented a new process for the manufacturing of wicker, in which wicker fabric was woven from a twisted fiber made of craft paper, in 1917. Founded by Marshall B. Lloyd, the company patented a new process for the manufacturing of wicker, in which wicker fabric was woven from a twisted fiber made of craft paper, in 1917. According to Dale Campbell, vice president of sales and marketing, this innovation was the beginning of a new category of furniture that could be mass-produced. The company called its line Lloyd Loom. Today, Campbell says, the company's long history instills confidence in customers and sets it apart. Today, however, the market is shifting and expanding, Campbell explains, partly because more people are using wicker furniture exclusively outdoors. “Ten years ago, there were two prominent wicker furniture companies in the United States – Lloyd/Flanders and Lane Venture,” he says. “Today, there are 52. Out of that 52, 50 are all vinyl, resin or some type of alternative synthetic.” Lloyd/Flanders recently introduced its first line of vinyl products and plans to offer three or four more this year. “We're separating ourselves from the competition by offering both indoor/ outdoor loom products and outdoor vinyl lines,” he says. “Our market reach is going to be more with the indoor/outdoor market with loom products, and vinyl is geared toward pool and patio environments that are exposed to the constant challenges of the environmental elements.” The company's hand-woven vinyl products use small strands, emulating its original loom strands. “It takes a lot more time to hand weave, so this is viewed as a high-end product,” Campbell says. “The [feel] of this weave is very similar to the loom.” Market Changes Campbell says Lloyd/Flanders still has the largest market share of the indoor/ outdoor market, but the piece of pie is shrinking as competition expands and customers gravitate toward vinyl outdoor products. “As far as our position in the industry, we are one of the most respected companies in our industry,” he says. “We choose not to sell against our specialty retailers by selling to the mass retail market. We certainly don't want to create confusion by offering the same product and marketing strategies to the mass marketers, diluting the value our specialty customers see in Lloyd/ Flanders.” Lloyd/Flanders offers custom upholstery services utilizing both its own custom fabrics and customers’ own materials. Last year, Lloyd/Flanders introduced hand-rub finishes that give the pieces a more mature, warm look vs. the bright and shiny look of new furniture. It has been a popular addition, Campbell notes. “It gives our furniture a look of historical presence and warmth that comes from years of gathering and tying a personal collection together.” Lloyd/Flanders operates its primary manufacturing plant in Menominee, Mich., with a secondary plant and distribution facility in Fort Smith, Ark., and a partner in China, “Sunroca,” that produces both loom and vinyl special product. The U.S. operations employ a staff of 390. “Training is one of the biggest, ongoing events right now,” Campbell says. “We are working with a company on reorganizing our manufacturing processes in Menominee. We are retraining all our staff. For example, we're changing how we accept and process orders through our system, taking our previous 22 days delivery lead time down to 10 days. Every employee has become a part of this transition and a champion of the process. “It will allow us to deliver a quality product to the most discerning customers much more quickly,” he continues. “This will give us a huge advantage over import companies, building custom furniture and achieving a 10-day period. It's one of the more exciting things we've done in the last 15 years. “It's the same quality and high-fashion product with half the lead time. The American consumer has less time to shop with today's demand on both spouses working full time. That does not change the fact that we all live in a microwave society.” Lean Journey Campbell says lean manufacturing is an important part of the restructuring process and has been adopted by every department and employee. “Everyone has taken ownership in it,” he says. “We've created a new company culture while remaining true to the things we've done in the past. Everyone still wants the best, but they want it yesterday.” Lloyd/Flanders will continue to focus on keeping lead times down and developing its alternatives to loom products for outdoor use. He notes other recent innovations and says the company is always working to improve its products. “Prior to our most recent product developments, the aluminum frame was exposed, creating some resistance to using our product indoors,” he says. “Now, we are wrapping all tubes with the same loom material so it looks like vintage rattan. We also have a machine that creates an open weave without having someone hand weave it.” The company has received the Casual Furniture Retailer Association's Manufacturer of the Year award twice in the last five years, Campbell says. “We've been nominated five years in a row, and I believe we've got a great chance to win again if we remain focused on our customers’ needs,” he says. Lloyd/Flanders also won the Lillian B award for design. “Our products are always very cutting-edge,” he says. “A lot of thought goes into every design. “Our products have a unique characteristic that designers respect and promote with their customers.” |
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