Founded in the mid-1960s by Richard Cralle Jr., Green Front Furniture has strived since its inception to be a one-of-a-kind operation.

The success of Green Front Furniture, the company says, has been inspiring customers to shop at its locations for decades. Founded in the mid-1960s by Richard Cralle Jr., the company has strived since its inception to be a one-of-a-kind operation. Although Cralle may have taken an unusual approach to running his business, Green Front believes his tactics have resulted in a company that overflows with "treasures and bargains."

Based in Farmville, Va., Cralle began by selling only promotional items. He was straight out of college and although he didn't have much experience, he realized he needed to sell items of higher quality, but still offer his customers good deals. The company explains his goal was not to make a fortune quickly, but to establish a formula for success that worked well. He accepted a smaller profit margin rather than add major markups.

"Some criticized his unusual approach, but Cralle knew he could grow the business slowly and still build a faithful customer base with competitive pricing and good products," the company says. "He avoided debt and paid cash for everything when possible. He kept his overhead low, so he didn't have to pass the added expenses on to his customers. Most importantly, he consistently reinvested in the business and improved the inventory."

Because Cralle was operating in the small-town market of Farmville rather than a large city, the company explains, he was able to purchase buildings at lower prices. He also didn't have the hassle of paying big-city taxes in Farmville. Instead, he expanded the business in Farmville through a sort of joint venture with the town.

Green Front explains the town helped Cralle tap into new money sources and draw customers from outside the community. Additionally, after the town acquired several historic tobacco warehouses that were abandoned or sold by their owners, Farmville sold them to Cralle at a low price.

"Although the old buildings needed renovation, Cralle found it less expensive to renovate in Farmville than to pay a year of rent in the city," Green Front says. "In return for the deal he received on the warehouses, Cralle donated several acres of his property to the town to create additional parking and an access to the Appomattox River."

To keep prices low on Green Front's products, the restored buildings weren't lavishly decorated - the company says there are not designer room groups or pricey artwork, which is often found at other furniture retailers. There is no air conditioning, Green Front says, and in the winter, employees wear sweaters to stay warm when the buildings are cold.

"The warehouses, whether too hot or too cold, add a measure of charm to Green Front's interesting character," the company says. "Cralle maintained the integrity of tobacco warehouses when they were renovated, including original hardwood floors, exposed brick walls and wide ceiling beams. Even the previous company's name, visible on the exterior brick, was left intact as a tribute to each building's unique history."

Since its inception, the company notes, the Green Front business has revitalized Farmville and put money back into the community with increased customer traffic and contributions to local non-profit organizations. Because of its importance to the community, the company says, local residents and businesses continue to patronize the business. The largest percentage of customers, however, are from out of town, the company notes.

"Out-of-town visitors stay in local hotels and bed-and-breakfast inns, dine in local restaurants and shop at the variety of small businesses that line the streets of downtown Farmville - all to experience ‘destination shopping' at Green Front Furniture," the company says. "For Green Front - as well as the town of Farmville and its neighboring businesses - cooperation has been a win-win situation." In addition to its Farmville headquarters, Green Front has satellite stores in Sterling, Va., and Raleigh, N.C.

The Biggest Show on Earth
The unique atmosphere of the Green Front operation also has resulted in low employee turnover, the company says. Training is completed via a trial-by-fire method, Green Front explains. The overwhelming inventory and number of buildings mean sales associates can't fully grasp the breadth of information they've gained during training until they've been out on the floor with customers for a while.

"Most employees elect to stay on," the company says. "At Green Front, many employees find a steady job, good pay and benefits and a good working environment - as long as they can accept working on Saturday, which is mandatory because it is the busiest day of the week."

The company notes it also is unconventional in its approach to promotion. Green Front only advertises occasionally, and when it does, it spends a smaller percentage than most of its competitors. Additionally, the Farmville location isn't easy for customers to reach. It is located an hour from any metropolitan area, and isn't open in the evening or on Sunday. Regardless, the operation enjoys steady growth and has been voted Retailer of the Year many times by area organizations.

"We make furniture shopping different," Cralle said in a statement. "You have to have the ‘biggest show on earth' to attract people."

To Cralle, however, having the biggest show on earth means having a selection of merchandise from all over the world, which keeps customers coming back. Middle- to high-end goods and traditional styles, the company explains, dominate the product mix at Green Front.

"Customers love Green Front's flea-market approach to merchandising - the ever-changing displays, relaxed atmosphere with no pressure to buy, open rooms with vast selections, unique mixtures of products and loads of high-end furniture at sharply discounted prices," the company says.

"There is an unusual and eclectic blend of goods that customers can't wait to explore," the company adds. "Furniture and accessories are crammed wall-to-wall and floor-to-ceiling. [We] attempt to maintain cohesion by grouping products together by manufacturer."