Ask The Expert

Q&A with the President

FormDecor. What does that really mean? In a literal sense, we want to give form to your décor. Whether it’s through our expansive inventory (22,000+ sq. ft. warehouse!) or through personalized service, our goal is to help you achieve the best possible design for your event. Having been established as a leading resource for the….

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FormDecor. What does that really mean? In a literal sense, we want to give form to your décor. Whether it’s through our expansive inventory (22,000+ sq. ft. warehouse!) or through personalized service, our goal is to help you achieve the best possible design for your event. Having been established as a leading resource for the events industry throughout the country for fourteen years we’ve seen our fair share of trends come and go, but one thing remains the same: stylish design. That’s where we come in! We asked Fritz Williams, FormDecor’s president, to go over some details about how FormDecor is different and what keeps event industry professionals coming back year after year.

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Q. FormDecor’s inventory, arguably our strongest feature, is centered around mid-century and modern pieces. Does specializing in a specific style or design help or hinder business?

A. It’s definitely been helpful. First and foremost, I want to be passionate about the products we’ve built our company around, and I can do that with mid-century modern designs. Secondly, 70% of our inventory are authentic and original rentals carefully curated throughout our collection process. While other businesses may find success in offering traditional or run-of-the-mill rentals, we embrace a particular aesthetic and use that to our advantage. We want to be different and offer our clients the opportunity to be creative in their designs by utilizing rare and unique items. That doesn’t mean that we only have Mies van der Rohe and LeCorbusier rentals, we do stay on top of fashion trends so often you’ll see us renting glamorous Hollywood Regency styles or even modern and modular pieces. It’s all based on the needs of our clients!

Q. Here’s a big question: Isn’t it best for furniture rental vendors to diversify and offer event planning and producing services? It seems like it would be an easier opportunity to gain traction in the market.

A. Because of economic trends this was something that a good many vendors were opting to do over the last few years, but having been established in the industry for over 14 years, is something we never felt the need to do. We’re here for one specific reason: to rent iconic furniture. Whether that’s to a tv/film production or special event (think after-party, or VIP Lounge) doesn’t matter; FormDecor specializes in personalized event furniture rental. What does this mean for the planner or producer? It means that we’re not competing on bids for jobs. We’re here as a resource, not a competitor for your business.

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Q. Who are some of FormDecor’s larger clients? What makes a high-end client pick FormDecor?

A. It wouldn’t really be fair to those clients to answer that! If you request confidentiality, we guarantee confidentiality. From unbranded delivery (and yes, we’ve had that request quite often), to complete confidentiality and NDA’s, we’re here for the client in every aspect. While other companies may require you to use their logistics division, we offer our clients the opportunity to use their own in-house solutions if they are more comfortable and require the anonymity. In fact, oftentimes vendors will cross-rent from us to take advantage of our unique items, but we honor our contracts and stay mum.  At the end of the day, FormDecor is not interested in acquiring client information. That’s not the business we are in and we want to remain a customer-orientated, boutique firm.  We look exceptional by making our clients look exceptional. There’s no better publicity we can ask for.

Q. You said the b-word. How is the boutique model sustainable for a furniture rental company?

A. Easier than you’d think! Sometimes we joke, but we never lose sight that FormDecor started with just one chair, an Eames Armshell Chair to be exact.  Wooed by the craftsmanship and aesthetic, it was clear I could build around this chair. I was a collector and I still am, except I’m able to constantly add to our inventory and keep discovering new items to offer our customers. There’s something special about sitting on a piece of history, don’t you think?

Eames Armshell Chair (Chartreuse) 1

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7 Guiding Principles for Business Success

By Jeff Sigler, VP of Sales Do you find yourself wondering why some businesses thrive and others flounder when the going gets tough?  Are there things you can do to help you be more competitive? With a successful business built through the challenges of the past 12 years, FormDecor modern furniture rental has repeatedly proven….

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By Jeff Sigler, VP of Sales

Do you find yourself wondering why some businesses thrive and others flounder when the going gets tough?  Are there things you can do to help you be more competitive?

With a successful business built through the challenges of the past 12 years, FormDecor modern furniture rental has repeatedly proven its strength and resilience both creatively and financially.  Below are the 7 guiding principles that have seen us through:

1)    Fiscal responsibility – Constantly evaluate your business for financial “leaks”.  Do you have any unnecessary expenditures?  Are employees being tasked efficiently?  Do you have an emotional attachment to part of your business that is not performing well?  Are administrative tasks standardized to ensure efficiency AND prevent costly errors?  Answers to these questions may evolve over time depending on employee abilities and client demand.  Be diligent and don’t be afraid to make changes that will keep you competitive.

2)    Core competency – Determine what it is that you do well and focus your efforts AND your clients’ attention on that expertise.  Be honest with yourself… there is something you know your business does as well or better than your competition.  Are you promoting that clearly and concisely to your current and potential customers?  Or are you confusing the matter by trying to be everything to everybody?  FOCUS your business around your core competency and build a network of resources that can fulfill your clients’ other needs.  Your customers will appreciate the insight and honesty while viewing you as a helpful resource that can connect them with a network of other services (like your ISES network!).

3)    Market niche – What makes you different from all the other businesses in your industry?  In a list of similar businesses, what would prompt someone to choose you?  Differentiating your product/service from the competition is one way to develop a strong client following.  Every business is unique simply because the people that staff that business are unique individuals.  What is your distinctive business personality or your exclusive product feature?  Are you promoting that?

4)    Service – People want to do business with people that make their job easier or more pleasant.  Try to view your product and service from the perspective of your customer.  If you were your customer, what would impress you?  (i.e. timeliness, friendliness, efficiency, helpfulness, follow-up, reliability, etc.)  Most qualities that people attribute to good customer service don’t even cost you anything more to provide.  Customer service is a mindset.  Are you and your staff in the right mindset to provide top-notch service?

5)    Stay current – Keep up on the trends in your industry.  Face it, very little stays the same in any industry.  You don’t want to be left behind!  Keep abreast of technology, design trends, and service trends… and then take it one step further!  Not only must you offer your clients what they need now, you should also be prepared to offer them something different, unique or better for the future.  We live in a “been there/done that” culture – keeping it fresh and relevant is essential to long-term business success.

6)    Upgrade – Whenever you have time and resources, don’t rest on your laurels, UPGRADE your product or service to be even more appealing to your customers!  No business runs so perfectly that there’s no room for improvement.  Look for those things that you could do better, and figure out a way to improve them.  And make sure your customers know about your business enhancements.  They will appreciate it even more if you make them look good to their clients.

7)    “Cast your net wider” – Always continue to build your client base.  Because there are so many factors affecting the success of any industry, there will always be flux in your active client list.  To keep from getting caught short, a two-pronged approach to client development is ideal… (1) Ensure you keep in touch with existing customers and provide them with a good reason to return to you in the future, and (2) Constantly expose yourself to new prospective customers.  Look outside the obvious pool of customers to cultivate new markets.  NETWORK and listen to other people’s suggestions for new leads.  As you develop networking relationships, your network will talk about your product to others, becoming a de facto extension of your sales force!

Whether you’re just starting your business or have been established for many years, the above 7 principles will help to keep you competitive.  In a tough economy, you will greatly improve your chances of success by consistently fine-tuning your business to serve your customers better.  It takes insight and effort, but there really is no alternative if you expect to compete.  As some wise man once said, “You cannot sit on the road to success, for if you do, you will get run over!”

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Dear Fritz… May 2012

Dear Fritz, I love Pinterest and I can’t get enough of it.  When I follow FormDecor on Pinterest, should I follow all boards or just a few? What could I expect by following you? Signed, Anita Pinsome Dear Anita: Pinterest enthusiasts, like all of us at FormDecor, are pinning like crazy! From colors and furniture,….

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Dear Fritz,

I love Pinterest and I can’t get enough of it.  When I follow FormDecor on Pinterest, should I follow all boards or just a few? What could I expect by following you?

Signed,

Anita Pinsome

Dear Anita: Pinterest enthusiasts, like all of us at FormDecor, are pinning like crazy! From colors and furniture, to style and art, FormDecor is definitely one to follow.

FormDecor’s pin boards are grouped by color, style, furniture category, events and more… a valuable environment that is different from the comprehensive product catalog on FormDecor.com. You should absolutely follow all of our unique boards as you never know what new furniture designs or collections we’ll come up with next! You can even see what our team members are pinning to their boards! And you won’t want to miss what gets pinned next… It could be the 2nd Quarter Giveaway! {Hint! Hint!}

By following FormDecor on Pinterest, you’ll experience a thematic environment of design, style and color that goes above and beyond the current trends. Like White Hot or Going Green at the Altar… From designing a wedding or event to providing the additional touches to a TV set, movie or exhibit booth, Pinterest has taken designing and inspiring others to a whole new level.

To facilitate your thematic experience, FormDecor has recently enhanced the FormDecor product pages to include the Pinterest “Pin it” button. You can now “pin” any FormDecor furniture design to any of your boards. Simply click the “Pin it” button & you’re done!

What are you waiting for? Start your pin-gines & get to pinning!

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Dear Fritz…

Q: My budgets have shrunk! How can FormDecor help me succeed in this restrictive economy? A: We understand that budgets are particularly tight in the current economic environment. So our sales service is focused on being more than just an “order desk”. Think of us as your partner…. we have the design knowledge and business….

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Q: My budgets have shrunk! How can FormDecor help me succeed in this restrictive economy?

A: We understand that budgets are particularly tight in the current economic environment. So our sales service is focused on being more than just an “order desk”. Think of us as your partner…. we have the design knowledge and business expertise to help you select rental furniture that will meet your style and budget objectives. Let us know what you need… we’re innovative and flexible because we understand the demands on your business. As always,… your success is our success!

Q: Why does FormDecor have so many one-of-a-kind furniture items?

A: While FormDecor offers multiples of many popular designs, true style is created of many elements. With our style-based inventory, you will create environments– not just seating. Rather than using a single design repeated ad nauseam, FormDecor provides abundant options to create a set, event, or exhbit that is unique and eye-catching. And by re-styling one-of-a-kind vintage furniture, we recycle good design while creating truly original options for you. Refer to the “complimentary designs” on each FormDecor catalog page to help guide you. Or let us personally help you select the right elements. Then sit back and enjoy the compliments for your exceptional vision!

Q: What is your secret to success in the current economy?

A: Like everyone these days, we have had to make some tough business decisions, but these tough choices have made us stronger. We attribute FormDecor’s continued success to our efforts to diversify our client base, consolidate operations, reduce overhead, and focus on the quality of our products and services. THE RESULT: Our operations are even more efficient, and our products and services are more diverse, better quality and a better value! By focusing on you r needs for quality, selection and affordability, we are ensuring mutual success for years to come!

Q: How can I utilize FormDecor’s furniture for my tradeshow exhibits outside of the So Cal area?

A: For our clients that market luxury quality products and services, it is sometimes imperative that you have access to unique, iconic furniture designs in order to accomplish your marketing objectives. While our premium-quality delivery service is available throughout Southern California , of course you still need the same high quality shipping service beyond our region, too! That’s why FormDecor has cultivated shipping resources that match our high standards for service. We recommend SEKO Worldwide for reliable and affordable tradeshow shipping. Call us and we’ll connect you with a SEKO representative who is familiar with FormDecor operations and the special needs of our clients. Just one more way that FormDecor supports your best efforts!

Q: Why should I rent from FormDecor? How is FormDecor different?

A: There is so much competition to produce a better event or tradeshow. When it comes to choosing furniture, FormDecor offers a diverse selection of modern styles with authentic designer and style recognition… an extrasophistication that will stand out from the crowd. By setting trends (rather than just following them!), FormDecor will help you select options that will get YOU noticed for your impeccable taste. As well, ourattentive service from design selection through delivery helps you to rest easier knowing that you are supported by a team of professionals. When it comes toiconic design and superior service, FormDecor wants to make sure you arecompletely satisfied!

Q: Can I come to your showroom to pick out furniture?

A: Sure!… but time is money. Save time by using FormDecor’s comprehensive website to select and organize your furniture rental. Each catalog page links to a high resolution image… many items even have alternate views for your discernment! Ideally, once you log in, all your project planning resources are right at your fingertips! Still need to see it in person? No problem. While FormDecor’s warehouse is not a fancy showroom, you are certainly welcome to visit us in LaPalma, CA. Simply contact us at (714) 367-9272 to set up an appointment anytime!

Fritz Williams is the president & founder of FormDecor, Inc. Submit your questions – send an email to info@formdecor.com

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