When it comes to surviving the test of time, and the challenges of ever-changing economic climates, Sturbridge Yankee Workshop has the secret to success: stay loyal to your roots while changing with the times.
Some might say this is easier said than done, especially at a time when many companies are being forced to do more with less. But, for Sturbridge Yankee, this philosophy has lead to nearly 60 years of success in providing beautifully crafted home furnishings and accessories through its nationally distributed catalogue and now, its online store.
Much of Sturbridge Yankee’s success can be attributed to an unwavering commitment to its New England roots. Founded in Sturbridge, MA in 1953, the company has called Portland, ME its home since 1983. Over the years, the company’s management has made it a point to include locally made products among its selections, and has successfully sold them across the United States.
“At one moment we’ll be processing orders from long-standing customers from Maine and other New England states. At the next we’re filling orders from New York City or L.A.,” says Gary Boisvert, General Manager of Sturbridge Yankee. “When interior designers from New York and L.A. tell us that we’re the only catalog that offers home furnishings with the right look and feel for their clients’ homes, we know we’re offering something very unique. One might think these are distinctly different markets but in fact, they are not. Our customers want high-quality traditional, Shaker and country styles at reasonable prices. In New York, it’s considered chic. In Maine, it’s down-home character.
“Our online store has allowed us to offer many more selections that we can print in the catalogue,” adds Boisvert. “As a traditional catalogue, we had to learn to embrace technology while remembering that thousands of our clients still prefer the catalogue. And now we are building our social networks and finding a whole new way to interact with our customers, get their ideas, and learn from each other.”
Whether catalogue or web, at any given time, at least 34 percent of Sturbridge Yankee’s sales are from locally made products. In fact, over 50 percent of the stock keeping units (SKU) in its current holiday catalog have the “made in the USA” distinction.
“We take pride in knowing that many of our collections are produced from companies right here in New England, with the quality, craftsmanship and style our customers appreciate,” says Sturbridge Yankee Buyer, Linda Jordan.
That explains Sturbridge Yankee’s long history with Rhody Rugs – a Rhode Island-based rug manufacturer, specializing in hand-sewn, braided rugs – a top seller for Sturbridge Yankee.
“Our rugs are 100 percent American made and truly represent New England’s history and heritage,” says Rhody Rugs Owner, Ronnie Agrela. “Braided rugs originated back in the 1600s when the Pilgrims would take scraps of old clothing and fabric and braid them together to make floor coverings. You don’t get much more New England than that! That’s the kind of authenticity that Sturbridge Yankee’s customers have come to know and appreciate and that’s why we’ve enjoyed such a long history of working together with them.”
Similarly, Sturbridge has been working with Town & Country Cabinets for nearly 25 years. Town & Country has created a line of Shaker furniture exclusively for Sturbridge Yankee. The pieces are built right in their Gorham, ME workshop facility.
“When we first began working with Sturbridge, we were designing a few accent tables,” says Town & Country Owner David Smith. “Those products were so successful, that we expanded the line of products we produce exclusively for Sturbridge to include corner tables, bookcases, storage benches, magazine racks, desk organizers and other accent pieces. Customers love the authentic craftsmanship and the fact that the pieces are being created right here in New England.
“We also enjoy this partnership because we share a view of customer service – Sturbridge treats every customer like a neighbor. We like that and consider it a real, New England value,” adds Smith.
“At a time when many companies are turning to mass production to cut costs and increase revenues, we are proud of the fact that we continue to offer unique products made right in our own region,” says Boisvert. “We live by the belief that customers should be treated like neighbors. That’s the New England way. Whether they are from Massachusetts, Michigan or California, our customers are getting a genuine taste of New England ideology with every order.”
Since 1953, Sturbridge Yankee Workshop has been a trusted source for beautifully crafted home furnishings and accessories through its nationally distributed catalogue, and now its online store. From Shaker, traditional and country furnishings and hand-braided rugs to lighting, quilts, wall hangings and collectibles, Sturbridge Yankee Workshop is known for consistent reliability, premium-quality products and world-class service.
From its headquarters in Portland, Maine, Sturbridge Yankee lives by the belief that its customers should be treated like neighbors. Whether bold or cozy, Sturbridge Yankee’s exceptional products at affordable prices will warm any home, making it an inviting place for family and friends.
To browse Sturbridge Yankee’s full line of offerings, or sign up to receive its catalogue, visit www.sturbridgeyankee.com.
