When it comes to office furniture, Frank Bernard is the go-to guy among Valley businesses. For more than 40 years, the CEO has grown Bernards Office Furniture from a small-office design and furnishing business into an established contract furniture dealer that represents more than 200 manufacturers. The Woodland Hills-based company has sold furnishings to major clients such as California State University, Northridge, Hilton Woodland Hills and Providence Tarzana Medical Center. And it sells everything from storage cabinets and conference tables to patient chairs for medical offices. Bernards doesn’t advertise much — it has benefited from client referrals and word of mouth business that has spanned decades. The company’s longevity, coupled with its strategic effort to meet the furnishing demands of growing medical institutions and universities, has helped Bernards stay afloat during very challenging years in the office furniture industry. “What sets us apart is that we’ve been around for a long time and we have a great reputation and we’ve got good sales people that really know the product,” Bernard said. According to data from The Business and Institutional Furniture Manufacturer’s Association, the value of the office furniture market in the United States saw a significant decline in 2009, when it dipped nearly 30 percent to $7.8 billion from $11.1 billion the previous year. Indeed, it’s been a tough few years for Bernards, too. Sales dipped 12 percent to $4.3 million in 2010, compared to $4.9 million for the previous year. But Bernard predicts a slight uptick in sales for 2011, saying revenues are projected to climb 5 percent this year. “More companies should do what Bernards has done in doing more work with facilities and designers,” said Terry Rodenbeck, president of manufacturer representation group Rodenbeck Associates. “People relying on walk-in business are hurting a lot more right now.” The early days Furniture sales were not part of Bernard’s master plan for the future. Fresh out of college, the young architecture student pursued a career in space planning for commercial buildings and even landed a job with Gruen Associates for a few years. As an increasing number of clients requested him to find furniture for their offices, Bernard found he had a knack for sales and eventually left architecture altogether to start Bernards Office Furniture in 1974. “I discovered I could make more money selling furniture than I could drawing space plans,” he said. The company, which initially consisted of two employees, set up shop in Encino on Ventura Boulevard. Despite its prime location on a street known for its retail and high-foot traffic, business at Bernards was growing at a slow and steady pace. During the company’s development, Bernard’s wife and children also joined the business, selling and helping out in daily operations. FOUNDED: 1974 HEADQUARTERS: Woodland Hills Core of Business: Office furniture sales NUmber of Employees 2011: 18 Revenues in 2009: $4.9 million Revenues in 2010: $4.3 million It wasn’t until his move in 1997 to the company’s current 5,000-square-foot Warner Center showroom that Bernards saw an uptick in business. Hoping the enterprise neighborhood would attract contract clients and “facility” business, Bernard said he threw himself into networking and community involvement. “I began attending meetings, knocking on doors and got involved with local Chambers (of commerce),” Bernard said. He also began marketing more, pursuing online advertising and appearing in the yellow pages, though word-of-mouth quickly spread about his offerings and service. Catering to the business community Bernard says his background in architecture and eye for design have been instrumental keeping up with the demands of some local big name clients. Rodenbeck, who has known Bernard since his early years spent working in architecture, said Bernard’s showroom is always stocked with “Grade-A” furniture and salespeople looking to give customers state-of-the-art designs that align with the modern market. Simplistic styles with little embellishments and accents are on the rise as well ergonomic furniture, which offers bodily support and comfort, Bernard said. “People are looking for cleaner modern designs,” he added. Technological innovations also have influenced offices, with more businesses scrapping the traditional “cubicle” format. And savvy office furniture retailers such as Bernards are beginning to adopt new designs in panel furniture to create a minimalistic work station with smaller partitions, Rodenbeck said. “The new modular format is becoming more popular,” he said. Nino Antonacci, director of property management and facilities for Dole Food Company Inc. said Bernard’s selection of VIA Seating, a comfort-focused line of chairs that adjust to conform to various body sizes and shapes, has kept him coming back to the retailer for the past five years. “They are a great supplier in that category,” Antonacci said. “The customer service and turnaround time is outstanding. They’ll personally deliver to the office.” To date, Bernards has outfitted Dole’s Westlake Village offices with more than 100 chairs as well as some keyboards, desks and book cases. Working in a five-star building, Antonacci said he doesn’t want “employees sitting in anything substandard.” “(Bernards) just has great quality and great price,” he said. “They’re pretty well-known in the Valley.” While many independent office furniture dealers have had to close up shop, Bernards is still standing. “Our industry has probably shrunk a good 25 percent over the past few years,” Rodenbeck said. “Frank (Bernard) has been able to continue to pay their bills and there’s a lot to be said about that.” Bernard is blunt about his business over recent years, calling it “lousy.” Still, he’s optimistic about the future. Stocked with cutting edge design and a capable workforce, Bernard said he’s ready for the New Year and the business it will bring. He’s even looking to hire. “We’ve got room to get bigger,” Bernard said. “If I had the right sales person walk in here, I’d hire them on the spot.”
Furnishing the Valley
