Finding Furniture in Farmville

Southern Living, Mar 2005 by Vanhooser, Cassandra M

Shoppers looking for a bargain flock to this town, about an hour west of Richmond.

The town of Farmville, Virginia (population 6,845), is not exactly a place one expects to be embroiled in a traffic jam. But that's precisely what you could find on any given day as shoppers from across the country come to this farming community.

The big draw? Green Front Furniture.

Serendipity and Success

When local entrepreneur Dick Crallé started his business in the mid-1960s, he never would have predicted the success he's had. seeing the trend toward large supermarkets, Dick's father, a Farmville grocer, bought the storefront next door. He charged Dick with expanding into the furniture business.

Early on, the shrewd businessman stumbled upon the secret to his success. He offered quality merchandise at discount prices, something he was able to do because his costs were so low. As his business grew, Dick bought nearby warehouses and storefronts as they came available. Now considered one of the top furniture stores in the nation, Green Front occupies 12 buildings downtown with some 650,000 square feet of showroom space.

"You've got to play fair with people," the Virginian insists. "We never gouge prices."

Shop Till You Drop

Shoppers can spend the better part of the day just perusing the Green Front collection. Dick recommends that customers pick up a map of the stores and a list of manufacturers when they arrive. He also suggests arriving early to avoid the crowds.

There's no point in waiting once you've found what you want either. Dick doesn't slate big blowout sales. He says his prices are already the lowest you'll find anywhere.

As for the future, Dick says his business will continue to evolve as he looks for ways to bring the best deals to his customers. "You can't stop," he says. "I fit ever became stagnant, if something new wasn't happening, I'd probably get bored and sell it."

CASSANDRA M. VANHOOSER

Green Front Furniture Co.: 316 North Main Street, Farmville, VA 23901; (434) 392-5943 or www.greenfront.com. Other locations: Green Front also has smaller stores in Sterling, Virginia, and Raleigh, North Carolina.