DAN HEATH
Press-Republican
PLATTSBURGH — A Wendell's Furniture store at Champlain Centre should be open by March.
Beds, sofas and chairs will fill the 17,000-square-foot space where Borders sold books.
"Plattsburgh has been on our radar screen for three to four years," said owner Wendell Farrell. "When the Borders space became open, it became a good opportunity for us."
THREE SITES SO FAR
Farrell said the company has seen a lot of Plattsburgh people who travel to their Vermont locations to buy furniture.
"I think this is going to work very well for us. We already have name and brand recognition in Plattsburgh. We bring a more diverse price point, with entry-level and high-end furniture."
The company has three Vermont locations: the flagship in Colchester, a site in St. Albans and a Wendell's Vermont Bed Store in South Burlington. The latter offers Vermont-made bedroom furniture and a variety of mattress products.
FAMILY BUSINESS
It is a family-run business, Farrell said. His son, Ryan Farrell, is vice president of operations and his daughter, Tara Farrell, is vice president of sales and marketing.
He hopes the business will one day grow to include a third generation, as some of his grandchildren have appeared in company commercials.
Wendell's Furniture carries brands such as Ohio-based Norwalk Furniture, Iowa-based Flexsteel and Mississippi-based Southern Motion.
The Vermont Bed Store features mattresses from companies such as Tempur-Pedic, Comfort-Pedic and Simmons.
Wendell said Tara is the family's mattress specialist. She has helped develop a new Wendell's mattress brand, which will be introduced at the Plattsburgh location.
Wendell's Furniture is proud to focus on lines made in the United States, Wendell said.
SERVICE FOCUS
The company has built a reputation for service, he said.
"Wendell's has a reputation for taking care of the customer. That's our claim to fame."
His office is located where he can see customers enter the store, so he can go out and greet them in person. He said he even makes some house calls to address issues.
"People are happy to see Wendell, himself, come to their house," he said.
On the occasions a problem does arise, his staff views it as an opportunity to show customers why they are going to be happy to shop at Wendell's.
"We always, always find a solution for the customer. We enjoy that — it's not a chore."
Customers appreciate other little things they offer, such as free chocolate, Wendell said.
HALF-DOZEN JOBS
While it's not common to find a furniture store in a mall, he credits Champlain Centre with putting together a deal he couldn't refuse. He has signed an agreement for the Borders space, and the utility accounts are now in their name.
Wendell said he plans to hire five to seven people, including salespeople, managers and delivery staff.
The company is still young, he noted. He started the business in July 1999 with only 12 pieces of furniture.
"We've grown very fast. It's because of our relationship with people."
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