Rotmans: Designing A Business
Pictured, from left to right, are: Steven, Barry, Ida and Bernie Rotman.
The site of the former Whittall Carpet Mill in College Square in Worcester has a longstanding tradition of providing floor coverings for people's homes.
The changing nature of the business has also required that the company adapt. Yet the more things change, the more they stay the same.
"One of our strong points is the overall philosophy that the family has," Ron said. "The Yankee mentality. We're as honest as the day is long, and if we say we're going to do it, we do it. My grandfather always used to say, ‘We do business on a handshake,' and that's still our philosophy today."
British businessman Matthew Whittall started his carpet factory there in the 1880s. In the 1950s, Ida and Murray Rotman began leasing 10,000 square feet in the old mill, offering rugs, carpets and furniture. Although Whittall is long dead, and looms are no longer used to make carpets at the old mill, the Rotman family has built upon its carpet legacy and created a flourishing business. Complimentary design-a-room service, showroom floors full of furniture and now even TVs have truly made Rotmans a trusted local one-stop shop for everything "home."
BRICK BY BRICK
The Rotman sons who now run the store - Barry, Bernie and Steven - are reminded of their continuing business legacy in the old industrial building every day. Rotmans gradually expanded into more and more mill space, and now takes up more than 200,000 square feet. The company outgrew its long-time catchphrase "Seven stores on five floors under one roof," and now is known as "New England's Largest Furniture and Carpet Store."
"It's an old mill. It's easy to move things around" and accommodate growth, Steven said.
The Rotman brothers have each come to the business in their own time and contributed in unique ways. The company is not a case of too many cooks spoiling the broth, Steven said, but more the trio finding strength in numbers. Though Murray died in 2004, Ida, at 97, still contributes to how Rotmans is run, Steven said, reading up on how other furniture stores do business and sharing insight.
"It's a nice thing to have access to additional expertise and someone to bounce ideas off of," said Steven, 72, the company's president and CEO.
Getting consensus on decisions is part of the way the family works together, as their father did, he said. And "we each have our own personalities and specialize in different areas so we make sure we take advantage of everyone's talents."
The brothers did not always work together. But gradually, as they formed the family team that was to lead Rotmans into the next century, there was room for all. Steven, who owned a collectibles business, joined his parents' company in the early 1960s. Barry, who Steven calls the store's "carpet expert," came on board in 1966 and is company chairman. Bernie, the vice president, who is often seen in many of the Rotmans' TV commercials, joined the family business in the 1980s.
GIVING BACK
The store became more charitable as a result of Bernie's experience as a rabbi, Steven said, as he brought a "higher sensitivity," involving the company in events such as the Walk to Help End Homelessness. Another successful charitable effort began in 1992, when Rotmans teamed up with Donations Clearinghouse. As a free service, customers can have old furniture in good condition picked up. The furniture is then stored at Rotmans and distributed to families who need it through the Central Massachusetts Housing Alliance. Barry Rotman is active in the local chamber of commerce, Steven said, and the company also was recognized by the Worcester Public Schools for its "Reading is Rewarding" story hour program at the store.
Rotmans houses Café Fantastique within its facility, and holds events such as autograph signings by professional athletes, evening concerts and a children's program. But where competitors might offer high-tech laser shows or free candy, Steven said Rotmans doesn't want to go too far in that direction. They would rather keep their philosophy more basic: concentrating on products, customer service and pricing - not entertainment.
The store has fortunately not been affected much by the economic downturn, as many people chose not to try and sell their homes but make their existing home more the way they want it to be.
It's clear Rotmans is expanding its in-home design services, measuring interiors to help customers choose the best items for their lifestyle. And its line of window treatments, TVs and audio systems are fairly new to the store.
While some contemporaries may be thinking retirement, the Rotman brothers are full steam ahead.
"I see us as well into our 80s being very involved in the company," Steven said.
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