Sedlak waves flag with 'Made in America' sale
By Clint Engel -- Furniture Today, August 2, 2004
Solon, Ohio — No one has to ask John Sedlak twice for his take on the Chinese bedroom antidumping issue that has divided the industry.
The president of retailer Sedlak Interiors here is all for boosting the price of Chinese imports. Anything less than the nearly 11% average import duties preliminarily assessed to a large class of the bedroom importers is "not enough," he said.
"A lot of people are losing their jobs in America," said the 79-year old World War II veteran. "I'm doing everything in my power to keep this country strong."
That's why Sedlak just wrapped up its first "Made in America" sale. Sure, it fell within the July 4 holiday, but he said that was coincidental. The driving force, he said, was the dumping issue, the continuing loss of domestic jobs to foreign competition and Sedlak's own patriotism.
Beginning June 24, he flew the Stars and Stripes proudly at the store's 143,000-square-foot showroom in this Cleveland suburb. In the natural areas around the store's parking lot and up the main walkway, the retailer planted some 30 small U.S. flags. During the two-and-a-half-week promotion, salesmen were required to where American flag ties and saleswomen donned red, white and blue scarves.
All the sales tags looked like flags. In a television spot, John Sedlak and other family members showed off some of the made-in-America furniture on sale, including a sofa (noting that most upholstery is U.S.-made) and a chest of drawers in solid cherry and maple. The background music in the spot: "Battle Hymn of the Republic."
Sedlak estimated at least 75% of the goods in his store are made, or mostly made, in America and that about 40% of the store was promoted for the event. It included goods from Hancock & Moore, Canal Dover, Century, Stickley, Henkel-Harris, Leisters, Wesley Allen, Lorts, Madison Square, Sealy and Stearns & Foster.
The sale started slow but built momentum and ended phenomenally, Sedlak said.
He wouldn't provide sales figures, but estimated business was up about 14% for the period from the year before. In addition to good traffic and sales, some 150 people called during the event to praise the store. The event ended July 10.
"It was good for America and it was good for our store," he said. "The best thing, though you can't take it to the bank, is the goodwill we created for Sedlak Interiors."
Asked if consumers are asking specifically for U.S.-made product, Sedlak said no, "but when you tell them it's made in America, they do listen and it helps you close the deal."
During World War II Sedlak served in the Army's 222nd Infantry Regiment, a group that recently received a presidential citation for "extraordinary heroism." The honor stemmed from a night in January 1945, when, under heavy enemy fire in France, the undermanned regiment held its position despite losing 237 men.
For the store, Sedlak said he does buy imports, but only because he has to stay competitive. And that's one of the reasons he wasn't so surprised by the so-so start to the event. People tend to vote with their pocketbooks, he said, and it's hard to beat some of the values coming from overseas.
Still, he said he's bothered by the loss of so many U.S. manufacturing and other jobs to other countries.
"This is why I felt it necessary to showcase ... the best that our American furniture manufacturers have to offer," he said. "We must work together to keep America going and to help it reach greater and higher heights."
