Regency Wire - Spring 2022

REGENCY WIRE
SPRING 2022 NEWSLETTER
Affordable Never Looked So Good

Best Foot Forward Like most consumers, my mom had already done her
research and had an idea of what she wanted. She
Todd Jones, Regency VP of Sales soon saw the exact fridge that she’d be searching
for, but it didn’t have a price on it. After waiting 15
On a recent trip to visit my mom during the holidays, she made the minutes, I decided to seek assistance myself as we still
big decision that it was time to upgrade her kitchen appliances. had not been formally greeted. The gentleman who
After picking up a cup of morning joe, we finally head to a well- originally said he’d be with us, forgot we were there as he was sitting
known kitchen and appliances store. on his cell phone. Still wanting information on the price and specs,
I decided to give this guy a shot. Things only went downhill from
Upon arrival, I immediately notice a less than desirable front there. From his lack of knowledge on the products (my mom actually
entrance with outdated and faded POP materials along with a knew more than he did), to the manager not coming out the office to
broken handle as I open the door for my mom. Entering the store, answer further questions regarding financing options, along with the
we see what seems to be 3 salespeople sitting behind desks while unorganized showroom, we decided to leave and go to a competitor
one waves and says he’d be with us in a minute. So, we decided to next door.
make our way to the appliance section and start with refrigerators
first. Long story short, my mom left as not only a new customer, but a
“raving fan” based on her experience!

So, this got me thinking, what would my mom experience if she
visited one of our showrooms. What would the environment look
like? How would she be greeted? Would the RSA have the extensive
knowledge giving her confidence on her purchasing decision?
Would she have met one of our store leaders in the process? These
are questions that we should all be asking ourselves each day as
embark upon this renewed focus on delivering an exceptional Guest
Experience!

Every department and team member plays a vital role in the Guest
Experience journey, and we must commit to putting our “best foot
forward” each day. From store cleanliness, RSA and leadership
floor engagement, to how we answer the phone or how we deliver
furniture, every touch point matters to the overall experience.
So, team Regency, let’s put our “best foot forward” 2022 and deliver
exceptional guest experiences each day!

Sometimes you never know the value of
a moment until it becomes a memory...

Tim Connors
10/6/55 - 1/18/22

“If good things lasted forever, would we appreciate
how precious they are?” – Bill Watterson

Welcome to 2022

Abdul Ayyad, CEO

Looking back at 2021, it’s clear that it was another year where we all had to show our continued ability to adjust to
ever-changing circumstances. However, I also believe that 2021 was a year of many achievements; a year in which
we can look back on several accomplishments.

IN 2021 WE: IN EARLY 2022 WE WILL:

• Added 6 Ashley HomeStores to our portfolio, • Open 4 more Ashley HomeStore locations
making us the largest Ashley Operator in the US in the Boston area

• We opened two Regency hybrid showrooms in • 2 hybrid Ashley / Regency locations in the
Churchville MD and Lexington Park MD Philadelphia area

• Our hybrid Pasadena location opened • Marlo Furniture opened its 6th location in Waldorf

• We sunsetted our Raley’s brand.

This business has taught me a great deal about business and life. In 1999, my goal was to own furniture showrooms that would offer
quality home furnishings at a value. More than 20 years and almost 60 showrooms later, I have been truly blessed to work alongside
incredibly talented collaborators and teammates who helped me bring that vision to life.

I am excited and inspired by the momentum we have created in our company as we continue to strengthen and enhance our strategy.
Make no mistake about it, we thrive because of your incredible hard work, creativity, and dedication.

Let’s continue improving, learning, training and growing!

REGENCY WIRE: March 2022 3

2022: The Year To Elevate!

One Team…One Mission!

Troy Davis words, an increasing SPG indicates that we are improving the quality
and quantity of our customer interactions.
Hello Team RMS, A common question you might have is “how can I affect SPG if I am
Welcome to the 2022 campaign! not part of the sales team?”. The answer is actually “how can you
not?”.
Before I get to what’s ahead in 2022, I want to take a moment
on behalf of our owner and the executive leadership team to Every member of our team in some way impacts the experience
express our gratitude and a big thank you to everyone across of our guest, directly or indirectly. While it is easy to make the
the organization for your valued efforts and contributions to connection of how a sales associate impacts SPG, purchasing
a successful 2021. Thanks to the incredible RMS team, the must provide the right products at the right time at the right
organization grew in sales, expanded with new stores, and price, marketing has to drive motivated customers to our physical
continued building the foundations for ongoing success and new and online stores with an amazing offer, visual merchandising
market development, all in the backdrop of an unpredictable and must ensure we create a compelling shopping environment,
challenging Covid-19 environment. transportation must deliver the product on time and damage
free, finance must accurately report on our business and provide
Team RMS…well done and thank you! timely information so we can understand our operations and make
important decisions, IT must ensure that we have the right systems
In 2022, our thematic goal for the organization is: Elevate! One in place and properly functioning etc…
Team…One Mission! Why elevate? Because for you and the
organization to continue to grow, we believe it is critical that each To summarize, every single member of our team impacts how the
of us and the organization continue to strive for improvement, both guest experiences our Brand!
personal and professional. If one is not growing, they are shrinking.
There is no static. As such, we are challenging ourselves and each of Team RMS, to recap our 2022 thematic goal for the organization is:
you to elevate your game in 2022. Elevate! One Team…One Mission! In 2022, we are again going to
Elevate our game. As one team we are going to focus on our Wildly
As we emerge from a challenging 2021, we believe we will continue Important Goal, or one mission: Improve our Sales Per Guest by
to face uncertainty in 2022 and beyond and we need to continue identifying and effectively executing the key initiatives that will
to elevate every aspect of our operations so we can improve our deliver a superior level of service at every touch point to our valued
customer experience. Our valued customers today have many so customers.
many options and it is the organization that provides the best overall
experience that wins. In 2022, RMS and our customers are going to
win as we yet again elevate our game and guest experience!
As we focus on elevating our game and improving our guest
experience, for our mission in 2022 we have selected Sales
Per Guest (SPG) as our Wildly Important Goal (WIG) for the
organization to measure our progress.

As such, you are going to hear a lot about this key metric in 2022
and beyond.

WHAT IS SALES PER GUEST? 1 The concept of Wildly Important Goal is from an execution model called the 4
Disciplines of Execution that we preview in a separate section of this edition of the
Mathematically, it is simply calculated as “Total Sales / Traffic Regency Wire. Article can be found on page 6.
Guests.” For instance, if a store produces $12,000 in sales and has
40 guests then your SPG is $300 ($12,000 / 40 = $300). This $300
in SPG is made up of 2 key metrics: “Average Sale X Closing Rate”.
To illustrate, if you have a closing rate of 20% and an average sale of
$1,500 then your SPG is $300 (20% X $1500 = $300).
However, Sales Per Guest is so much more than just a calculation.
In essence, it is truly a measurement that captures the experience
our guest has at every touch point across our operations. In other

4 REGENCY WIRE: March 2022

Thriving in 2022 moves them closer to a purchase or away
from one.
Abdul Ayyad, CEO
Ask yourself “what do I want to experience
at every retailer’s touchpoint?” Then ask
yourself, “what do I want our customers to
experience at every touchpoint?”

Customer-driven, customer-centered and customer-focused. This is the vital
trend that will shape our growth and success this year. Our guests must be
at the center of everything we do. However, just knowing this is not enough
to achieve organizational change.

This total customer experience must cover • 88% of people trust online reviews
the entire demand and supply chain and as much as they trust their best
incorporate every aspect of how our products friends’ recommendations.
and services are designed, priced, marketed,
sold, delivered and supported. • One negative review online can
cost up to 30 new customers.

No company is as focused on customers as • It takes at least 12 positive reviews From Apple to Starbucks to Chick-fil-A, it’s
Amazon.com. Its rise to become one of the to cancel out the nasty side effects safe to say we all love their consistency…
globes biggest retailers is a testimony to knowing that anywhere in the world you can
constantly sweating the details of how they of just one negative review. depend on having the same experience.
deal with customers. Amazon.com CEO Jeff
Bezos said: “we’re not competitor-obsessed. This further reinforces that our conviction A great guest experience is everyone’s
We’re customer-obsessed. We start with what must be to inspire our guests, earn their trust, responsibility and a direct correlation to our
the customer needs and we work backwards.” support them through the buying, delivery business outcomes. Let’s win on purpose!
and customer support cycle, and ultimately
Did you know, according to Forbes, make them feel valued.
customer-centric companies are 60% more
profitable than companies that don’t focus on We are always delivering experiences with
customers? each interaction and at each touchpoint; what
fluctuates is whether it’s an experience that
# M y P l e a s u r eTo S e r veYo u
REGENCY WIRE: March 2022
5

The 4 Disciplines
of Execution

Troy Davis

We introduced the 4 Disciplines of Execution to the RMS Senior Leadership Team
and will be implementing this proven methodology into our organization to help
improve the execution and successful delivery of our key initiatives. As noted in the
section 2022: The Year to Elevate! We have identified Sales Per Guest as our Wildly
Important Goal. We have provided an executive book summary to each of our
leaders that can be shared along with additional material to help teach and introduce
this to the organization. Below is a high-level overview if this proven execution
model.

The 4 Disciplines of Execution (4DX) is a simple, repeatable, and proven formula
for executing on your most important strategic priorities in the midst of the
whirlwind. Whirlwind is your day job, or urgent tasks that arise needing immediate
attention that take time, energy and focus away from the wildly important goal (see
“Overcoming Whirlwind” below).

DISCIPLINE 1: FOCUS ON YOUR DISCIPLINE 2: ACT ON LEAD MEASURES
WILDLY IMPORTANT GOAL (WIG)
While a lag measure tells you if you’ve achieved the goal, a lead measure tells you if you are
A WIG is a goal that supersedes all others. If a likely to achieve the goal. Your success will be based on two kinds of measures: Lag & Lead.
WIG is not accomplished the overall project or A lead measure is predictive, meaning that if the lead measure changes, you can predict that

process will fail. the lag measure will also change.

For RMS, our WIG is Sales Per Guest. It’s the A lead measure is also influenceable; it can be influenced by the team.
biggest win we can go after, indicates the quality
SPG is a lag measure. You will work with your leaders to identify and make commitments on
of our guest experience, and is impacted by the most impactful lead measures you can impact now that will lead to SPG improvement.
every single member of our team.

DISCIPLINE 3: KEEP A COMPELLING SCOREBOARD DISCIPLINE 4: CREATE A CADENCE OF
ACCOUNTABILITY
The third discipline is to make sure everyone knows the score at all
times, so that they can tell whether or not they’re winning. There are This is a rhythm of regular and frequent team meetings that focus
four questions to ask when determining if a scoreboard is likely to be on the wildly important goal. These meetings happen weekly,

compelling to the players: sometimes, daily. Ideally, last no more than 20 minutes. The meeting
process:
1: Is it Simple? 2: Can I see it easily? 3: Does it show lead and lag
measures? 4: Can I tell at a glance if I’m winning? Account: Report on Commitments. “I committed to make a
personal call to three customers who gave us lower scores. I did,

and here’s what I learned …”

Review the scoreboard: Learn from successes and failures. “Our
lag measure is green, but we’ve got a challenge with one of our
lead measures that just fell to yellow. Here’s what happened …”

Plan: Clear the path and make new commitments. “I’ll meet with
Bob on our numbers and come back next week with at least
three ideas for helping us improve.”

The 4DX solution defines the discipline it takes to execute a
strategic goal in any organization, but it takes even more discipline

to do it again and again. Your executive leadership team is
focusing on solutions like these to create a culture of execution by

embedding the discipline required to achieve success.

6 REGENCY WIRE: March 2022

New Faces at RMS! Promotions
& Transitions
Tracey Williams, VP of H.R.
MIKE RITTER: In support of our strategic growth
I am extremely pleased to announce and welcome the following initiatives, Michael Ritter is taking on a new role and
new additions to the RMS family along with some exciting responsibilities as the VP of Merchandising and Retail
promotions and transitions to new roles to strengthen our team Operations. Mike has played a key role in successfully
and operational excellence! I know I speak for the team when growing our Ashley division sales for RMS in recent
years. In this new role, Mike will have an integral
I say, WELCOME TO THE RMS FAMILY! opportunity to shape and implement merchandising
and retail operation strategies for the Ashley brand.
ARNIE CAPITANELLI: SVP of Sales, Regency Management We are excited to see the new improvements and key
product metrics that Mike will implement to continue
Services with responsibility over all RMS brands. Arnie (AKA to drive sales, improve efficiencies, and enhance our
ArnieCAP) is a 40-year veteran and student of Sales and Leadership guest experience across all touch points of Regen-
Development and brings a wealth of experience and knowledge to cy Management Services. This new, more focused
our company. Arnie brings as a proven sales expert who started on senior management structure is expected to facilitate
the sales floor and worked his way up to being the CSO of DSG’s improved execution of our strategic execution and
(Dufresne Spencer Group) Ashley HomeStore chain with revenues improve our ability to manage the complexities that
exceeding $1 billion. Prior to that, Arnie was instrumental in the start up and growth of accompany our ongoing expansion.
David’s Bridal and AfterHours Formalwear. Arnie specializes in mapping critical customer
journey touchpoints to create a compelling reason to purchase and be loyal to the brand. I JENNIFER O’CONNELL: In support of our strategic
believe you will find his platform for growing a sales organization and contribution to our growth initiatives, I am very excited to announce that
success to be compelling and inspiring. Feel free to connect with him on LinkedIn, YouTube, Jennifer O’Connell is taking on a new role and respon-
and Twitter. [email protected] sibilities as the VP of Retail Growth & Development.
Please join me in congratulating Jenn for taking on
VADA LUCAS: Senior Director of Sales, Ashley Division. Vada this very important and exciting role. We are delight-
ed to have Jenn playing a key part supporting our
comes to join the Regency Family with over 20 years of retail sales and strategic growth initiatives with her knowledge and
leadership experience with a specialty in acquisitions and new market retail furniture industry experience. Jenn will be fo-
development.He started off his Ashley career as a salesperson in 2007 cusing on Regency Management Services biggest and
in Memphis TN where he was a 3 year $1m+ writer and salesperson most exciting expansion project in the buildout of the
of the year in 2009 for Dufresne Spencer Group (DSG). After joining Boston and Northeast region.
the DSG leadership team in 2010, he climbed the ranks, most recently You my reach Jenn at: [email protected]
as the Regional Manager of the Dallas-Fort Worth Metro, overseeing $110+ million in
sales. Vada helped help others become more successful as DSG grew from 10 stores and MALCOLM FELEKE: Please congratulate Malcom
100m in sales to 100 stores and $1B+ in annual sales across this 10-year period. Vada Feleke on his new role as Regional Manager. Malcom
enjoys spending time in the outdoors with his significant other KJ and their French bulldog started with Regency Furniture in 2008. As a result
Gizzy. He also owns a pecan company in Mississippi loves swimming, motor sports, farming of his success as a selling employee, he was promoted
pecans, traveling, even played poker professionally! [email protected] to management. In 2012, he made the decision to
pursue an opportunity outside of Regency. In 2019,
JAMIE HOLMAN: Director of Training, Regency Malcom returned to the Regency family to open the
AshleyHS Alexandria location as the General Manager.
Management Services. Jamie will focus on the retail sales division As a Regional Manager, Malcolm will oversee Ashley-
for all RMS brands, ensuring our sales team is delivering a world HS’ s in Maryland and Virginia. These stores include
class experience to our customers with world class training. Waldorf, District Heights, Falls Church, Alexandria,
Jamie Holman brings 14 years of furniture selling and training Fairfax, and Lexington Park.
experience with him to RMS. Jamie started selling with Art Van
Furniture and was promoted to managing the new PureSleep TJ MOSE: Please congratulate TJ Mose on his pro-
mattress store and training the new selling process to over 137 stores. His passion for motion to a AshleyHS Regional Manager. TJ brings
developing sales professionals continued as the Regional Education Manager for the start 15 years of previous retail and advertising sales
up Loves Furniture with 27 locations. Jamie is a lifelong resident of Michigan with his wife experience. He started with Regency Management
Michaeline and two children, Levi (8) and Josephine (4) along with their family dog Piper. Services in 2018 as a Sales Manager in our AshleyHS
Hagerstown location. He was quickly promoted to
BARRY DAVIDSON: REGIONAL VP OF SALES & his first General Manager role in 2019 at the Ash-
leyHS Columbia location. As a Regional Manager, TJ
OPERATIONS, NE DIVISION; MA & NH. Barry brings a plethora will oversee stores in our Maryland Region for the
of knowledge, success, and expertise in the furniture industry. We’re AshleyHS brand. These stores include Capital Heights,
excited to see Barry apply his industry experience and successful Columbia, Gaithersburg, and Catonsville.
leadership skills to help grow our business in the Northeast region and
reach our revenue goals for 2022! “I am thrilled to be part of Regency Congratulations to Mike, Jen, Malcom,
Furniture. Opening the Boston/Northeast Market is an exciting
opportunity for the entire team. My previous experience as VP Sales and Operations for and TJ on your new roles! 7
Art Van in Chicago will lend itself to ensuring we are totally engaged in each store opening.
I began my career with Macy’s New York and as a furniture buyer for 5 years along with
positions in both merchandising and store line operations over my 20 years with the
company. My wife Nancy and I live on Cape Cod. We have 2 children and 5 young grandkids.
Even though we live in New England, I am an avid Yankee and Giants fan. I cannot wait to
partner with everyone in our successful opening of Boston.” [email protected]

REGENCY WIRE: March 2022

Growth
Mindset

Troy Davis

There are two main mindsets we can navigate life with: growth and
fixed. Having a growth mindset is essential for success.

For the organization to be at its best, it is important that we too are at
our best. I believe deeply in ongoing personal growth, and I encourage
you to continue to work on your own personal growth as well as that
of your team.

Team RMS, I also believe in the notion that
“leaders are readers” and that we need to
continue to invest in mental nutrition.

In support of these beliefs and our 2022
Elevate thematic goal, in each edition of the
Regency Wire Newsletter, I will provide a
brief summary each month of a book that has
influenced my career and many others.

In this edition of the Regency Wire, I would to a desire to learn and achieve success. The attached pictorial
like to focus on the benefits of a “Growth provides a great summary overview of the differences between a
Mindset”. A few years back I read and then listened to the audio Fixed and a Growth mindset.
version of Carol Dweck’s book “Mindset”. For decades I have been
blessed to work with and meet successful individuals and, as a result, Team I strongly recommend you read and/or listen to Carol’s
can give personal testimony to the fact that growth mindset individuals book “Mindset the New Psychology of Success”. I particularly
dramatically outperform people with a fixed mindset. enjoyed chapters four and five on business and sports. With the
right mindset, we can motivate others and help them improve, as
Growth mindset individuals believe they will improve and get better well as reach our own goals – personal and professional. Dweck
with practice and failures. They have a desire to learn, they embrace reveals what all great leaders, parents, teachers, and athletes
challenges, persist in the face of setbacks, learn from criticism, and are already know, and shows how a simple idea about the brain can
not threatened by but instead find inspiration and take lessons from the create a love of learning and a resilience that is the basis of great
success of others. Growth mindset people look forward to challenges accomplishment in every area. Please take my personal guarantee
because it makes them grow and improve. Make no mistake, failure that in life, both personally and professionally, having the right
still can be painful, but failure does not define growth mindset people. mindset is a critical attribute if not everything.
Failing forward and adopting a thought process that “I just haven’t
figured it out yet…or just haven’t achieved it yet” is a mindset that leads

8 REGENCY WIRE: March 2022

CAP CHRONICLES Thoughts and Insights from the

Customer Advocate Playbook

Arnie Capitanelli, SVP of Sales, R.M.S.

Welcome to the sales organization first installment of the Over the years, this program evolved into a learning system
RMS Newsletter. We are going to call this segment “CAP that is now going to be leveraged to build a truly customer-
Chronicles – Thoughts and Insights from the Customer centric brand with an appetite to become the best retail
Advocate Playbook”. I’d like to start this series off by home furnishings brand in the country. The RMS Playbook
giving everyone some background on how I developed this is built on a simple 4-Layer premise.
platform for driving high performance retail sales teams and
delivering exceptional customer experiences. 1. We know that success comes from having a shared
Belief System for how customers experience the brand
Here is what I know to be true, it does not matter whether
you manage a single store, or you are the President of a 2. We believe in being Disciplined with executing a
large organization consisting of multiple brands. There consistent experience with every customer
is one primary objective for building your brand, driving
performance, and creating lasting relationships; deliver 3. There must be an Awareness of how we are
superior experiences consistently with every current and performing
prospective customer that experiences your brand.
4. Commitment is essential for delivering great
performance.

GOING FORWARD THIS WILL BE KNOWN AS B-D-A-C.

I first created this program in 1997 as a result of building the These four attributes are the cornerstones of CAP and
Sales and Performance Management Platform for David’s will be referenced regularly. Within all 3 RMS brands, it
Bridal when they first launched their brand. Over the next is extremely important that we fully understand that the
10 years the program was honed and developed to the point primary objective of everyone in the company is to serve
where I eventually took it public after writing my first book people and to fulfill the promises we make day in and out as
Retail Street Fight. In 2010, I joined by a small regional we represent the brand to our Guests.
chain of Ashley HomeStores in Memphis, TN. During my 10
years there, this program was critical to growing their chain Note that I did not say service people, or provide service,
from 8 stores with $65mil in sales to 130 stores doing $1.2 or deliver great Customer Service– but “Serve People”; and
billion. serve them beyond their expectations.

The RMS Playbook will provide our sales teams with As we roll out the playbook, we will learn how to develop
the insight, understanding, and techniques needed to a shared Belief System and the steps necessary to create
be successful. Now it can’t do it on its own. We must one within each brand. Once that is defined, we will then go
breathe life into it. It requires practice and an unrelenting into simplifying the Guest Experience, learning how to be an
commitment to develop our customer-facing teams. advocate for our Guests, and understanding performance
trends. So, open yourself up to the principles of The
Playbook and be prepared to #CreateYourGreat.

ARNIECAP

REGENCY WIRE: March 2022 9

Super Simple
Upgrades For Your
Home Office

Michael Geraci, Ashley Regional
Visual Merchandising Manager

With the recent culture change in our working environment, desk from a standard desk to a standing desk, this can also increase
from working in the office every day, to a hybrid system, where productivity. Another element of a productive work environment is a
the workforce is allowed to work from home for part of the simple soft light desk lamp. Soft lighting can really enhance your optics
work week. With this being the case with most employers, the and mental health. Giving your home office a soft glow, a warm cozy
workforce has had to adapt to that type of system by establishing feeling that may contribute to a less stressful day in your home office.
an office in their home. Although where we work might have
changed, the work we do hasn’t. Jobs can be stressful. To help get Electronics: Staying focused, on task and on time has never been
your home office up to par, here are some super simple upgrades more essential, and smart assistants like Amazon Alexa, and Google
to make your home office your own. assistant can help you do just that. A large external monitor or dual
monitors can allow you to increase in multi-tasking, by allowing you to
Décor: Your home office should represent who you are. Make it have multiple windows open at one time. Last but certainly not least
your own by adding some of your personality to liven it up. Start a wireless charging station. This allows you to charge most phones,
with the color pallet, a new paint job with a new color can create headphones, and smart watches wirelessly. ensuring that your device
a quick upgrade to your home office. Adding some greenery to and accessories are juiced and ready for you when you need them.
warm up the space. Photos of loved ones or attractive art prints
can also make your home office comfortable.

Furniture: Majority of the workforce is sitting for most of the
workday, and an ergonomic chair can really give your back some
love and additional lumbar support to allow you to get your
work done with ease. If sitting isn’t your style, changing your

Bedding Insights: and win, but how? We are arming ourselves with the (2) biggest
Nectar and Purple names in on-line (DTC) bedding… Purple and Nectar and adjusting
our bedding assortment to carry the best brands/models the
Chris Schollenberger, V.P. Bedding industry has to offer. 

Can you think of any other item that you own that you use more than your We can’t just win
mattress?   Yet when it comes to purchasing a mattress, most people want to this cyber war by
invest as little as possible. Why do you think that is?  having them on our
floors and adjusting
It’s because no one has taken the time to educate them on how our assortment, so
important a great night sleep is to their overall health and wellness.   what’s our strategy
for winning?  Our
Getting the proper quantity and quality of sleep is a good predictor strategy is to beat
of health and longevity of life.  Sleep science hasn’t been around very them by providing
long. The practice of medicine dates back almost 60,000 years, yet a better guest
sleep science has only been around since 1845. The medical community experience.  Here
has just recently started to link certain disease and conditions to sleep are some of the
quality and duration. Diseases and conditions like, type 2 diabetes, advantages RMS
cardiovascular disease, Alzheimer’s, obesity, depression, and certain has over these
cancers. Educating your guest on the benefits of getting a great on-line (DTC)
night’s sleep will lead to a longer and heathier life for them and more companies: Long-
commission dollars in your pocket.  Term financing,
try it before you
In the midst of the COVID-19 pandemic, consumers have been driven buy it, the ability
on-line to purchase consumer goods like mattresses. There are now an to compare DTC
estimated 175 on-line mattress companies which are trying to erode product against the top mattress brands under one roof, take it
brick and mortar balance of share in the industry.  with them today, and YOU!!! 

Let’s face it, we are at war…a cyber war. This is a war that we must fight Become a student of sleep, pitch payment versus price, and follow
the Regency Way. Discuss how to get a better night’s sleep with
every guest! FIGHT TO WIN!!! 

10 REGENCY WIRE: March 2022

What’s Trending This year the furniture trend is all about sculptural furniture with
In 2022? Eric Bauer, lots of curves. A curved form
is subconsciously read as safe,
Director of Visual Merchandising friendly and welcoming. No
more modern design with hard
Say goodbye to all-white and boucle everything: 2022’s interior edges. With people craving a
designs are all about warm interiors and return to nature. Research feeling of protection, I think
that shows the direct influence that our homes have, not only on our softer shapes and angles will be
moods, but our health and well-being. So, is it any wonder that in a big trend in 2022. You’ll see
2022 - our third year in to a global pandemic — the top design trends this in furniture like dining and
focus on creating spaces that put us emotionally at ease. occasional tables, beds, end
tables and sofas. We’re also
So, what are our senses drawn to in 2022? I going to see a lot more curved
predict the rise of warm shades and texture on the round edges in architecture
wall. Every paint company has released their color like doors and archways and
of the year for 2022 and it’s all a different shade in decor such as mirrors and
of sage green. Between Benjamin Moore ‘October pillows.
Mist’, Behr ‘Breezeway’, and Sherwin Williams
‘Evergreen Fog’, be prepared to see a lot of green Another trend that has been evolving over time and going full-
this year on accent walls, kitchen cabinets and force into 2022 is high-tech homes. Design continues to evolve
furniture. with new advances in technology. We’re even seeing designers
embrace virtual design by leveraging powerful new technology.
Goodbye years of ‘Modern Farmhouse’, ‘Mid-century Mod’, and We are seeing more and more smart-home designs integrated into
‘Boho’. This year we are going to see ‘Wabi-sabi’. The Japanese homes like smart lamps, smart blinds and smart vacuums.
philosophy
of seeing We are going to see a lot of warm woods come back in style but
beauty in not in the 80’s
imperfection; honey orange
vintage tones. More of a
handmade grey-undertone
vessel or and muted warm
polished wood finish. We
brass, copper will see this in
items that will kitchen cabinetry,
patina with furniture and
age. Think floors. The trend
stoneware, terracotta, marble and travertine used from backsplashes is starting to get
to bathtubs, furniture, and decorative objects. The raw, imperfect away from the
nature of these organic materials adds depth and intrigue while dark wood toned
mimicking the calming, restorative ambiance of the outdoors. This wood floors and going more to a softer more natural feel.
lure back to nature has also sparked an interest in large trees at home,
from olive trees to magnolias. 2022 is still the year for adding wall moldings into your design.
We’ve seen shiplap and 3D trim designs on walls in the past. But
Another design style we this year we are
are going to see more of going to see
is a ‘Traditional’ approach picture frame
mixed with modern. It moldings come
is cozy, a little nostalgic, back, pairing well
and adds story-telling to with sculptural
a home. We’ll see these furniture. We
trends in light fixtures, in are also going
wall art such as portraits to keep seeing
and oil paintings, rugs, vertical slats and
and wallpaper. But fluted trim in
unlike our grandparents’ both wall designs
interiors, this “traditional” and furniture
feel is more curated, design.
becoming the backdrop for
contemporary-shaped soft I’m looking forward to 2022 and our Visual Merchandising Team
furnishings given an added touch of glamor. will implement elements of these designs into our showrooms. Our
goal as a team is to make sure every guest has a great experience
while shopping with us and, have them tell their friends that they
were inspired by the way we represent design within out stores.

REGENCY WIRE: March 2022 11

The Green Sofa How Financing Impacts the
We Can’t Stop
Talking About Customer Experience

Leslie Colvin, Jen O’Connell, VP Retail Growth & Development

Director of Visual EVERY CUSTOMER IS A FINANCE Financing further enhances the customer
Merchandising CUSTOMER! As an organization, you experience by building brand loyalty.
Regency/Marlo hear us beat the drum on this all the time. According to a recent TD Bank study,”39%
Here at RMS, each of us understands the of shoppers are more likely to shop with
There is something about a great statement impact that financing has on our sales, a particular retailer if they offered a no or
piece that is timeless.. our commissions, and our Sales per Guest low-interest installment loan option.” We
(SPG). But there is another benefit to offer terms that meet everyone’s needs.
With its deep rich green color, tufted detailing, offering financing to every customer, and Our partners take opportunity to reach out
and velvety soft fabric, the hunter-green that is the positive impact financing has to existing (and past) customers, offering
Juniper sofa is the must-have piece right now. on the overall customer experience. incentives to return. Keeping us active and in
What’s not to love? Juniper’s sleek modern the customer’s mind fosters that relationship
frame can be dressed up with fun furry or which makes us the first brand that comes
sequined pillows for an old Hollywood glam to mind. And, according to TD Bank, “62%
look. Or, pair it with bohemian patterned of shoppers choose the same brand when
pillows, a geometric-patterned throw, and a making a major purchase.”
cowhide rug for an edgy urban look. Like all
things classic and timeless, this beauty can do Have you ever wanted to buy a big ticket Lastly, financing can provide our guests with
no wrong. item, but were surprised at the overall a level of reassurance in their purchase. A
cost? You typically have two choices: recent study found that ‘66% of consumers
Juniper gives the same vibes as an excellent walk away or settle for something similar sought financing options for major purchase
quality leather jacket. The outfit you pair the that is not 100% what you had your heart more frequently than they did prior to the
coat with may change many times over the set on. In both scenarios, you are less start of Covid-19.’ This is because financing
years, but that leather jacket will be that one than 100% happy. Financing can turn that creates equal, easy to understand payment
piece that elevates your appearance every feeling around for our guests. plans. And with supply chain issues being
time you put it on to complete the look. somewhat challenging, financing allows the
That same versatility, especially in these It allows the guest to afford the piece customer to not pay for their purchase in
unprecedented times, is what our consumers that they have their heart set on and full up front using cash or a credit card. This
are looking for with every purchase. This sofa provides them with the ability to afford frees up cash for everyday and emergency
does just that; if a consumer’s taste shifts additional pieces or accessories to expenses that may occur again, providing
from chic blue painted walls to a more rustic further enhance their home. some financial security to our guests.
faux brick finish, the Juniper would continue
to fit right in. As we work with our Financing providers to
enhance our finance offerings and processes,
Buyers can’t stop talking about this sofa we hope that you will continue to use
because finding a staple piece similar to that financing as a way to enhance our overall
quality leather coat is rare. When you find it, customer experience.
you move quickly and share your find with a
few trusted friends along the way. Even the Cashflow & Profit: would show profit in January but zero
most novice furniture shopper can see that Do You Know the cash flow in January. In February,
this piece will go the distance and transition Difference? these metrics would be reversed –
in their home through many seasons to come. zero profit and positive cash flow.
Make sure your team is knowledgeable about Craig Jones, C.F.O.
the versatility of this frame and shares that One key element of accounting is
with our shoppers, and it is sure to be an easy Many people mistake profit for cash flow and the difference between earned and
and fun sale. while both are important measures of the health incurred income and expenses. It is
of a business, the distinction is an important one... possible to EARN money but never
12 receive it. Returning back to our shoe
A company can be profitable but go bankrupt example, if you sell a pair of shoes
if there is not enough cash flow. Cash flow is and the customer receives the shoes
relatively straight forward, this is the amount of but does not pay you, this would be
money coming into or out of your bank account. earned income and count towards
It’s easy to see how much cash you have at any your profit.
time by looking at your bank statement. Profit
however, is the financial gain or loss during a However, you never received the
period of time and this number isn’t always linked cash into your bank account and
to the cash received. therefore you have zero cash flow.
The same relationship between
This complex topic is best illustrated with an earned and incurred expenses also
example: If you sell a pair of shoes in January, but exists in accounting and comes
your customer doesn’t pay you until February, you down to how long it takes you to pay
vendor bills.
REGENCY WIRE: March 2022

Inflatgate: Supply Chain

Mark Stuart, President

You’ve read the news. The supply chain… Fractured. The
supply chain… Cracking. The supply chain… Breaking.

Factories closed due to covid concerns. Ports in shut and more. How, you repeat? By seeking out and locating opportunity
down. Countries in complete lockdown. Drivers paying more for fuel, buys. Containers to divert? We’ll take ‘em! Showrooms to sell? We’ll
working with restricted drive times, and convoys clogging the roads. take ‘em! Cancelled or stranded product? They’re ours! Need more to
Containers are absent, lost and missing. Vessels are floating, adrift, make a cutting? Make it 3 more cans!
and anchored. 100+ vessels wait to berth outside US ports. As of this
writing, we await reopening from the many-days-long Chinese New As even more broken, cracked, and fractured the supply chain
Year celebration. The list goes on, and the list goes on, and the list may become, you can rest easy knowing Regency will aggressively
goes on, all adding pressure to an already fragile supply chain. accept the challenge to fulfill the needs of our customers. We will do
this together by finding new, inventive, and creative ways to bring
Yep, that’s world news. Yep, that’s the world headlines. furniture—the very life blood of our existence--to our warehouses.
We will take care of our customer needs!
Fortunately, Regency is not in the business to read world news and Damn the Supply Chain...
read world headlines. Regency is in the business to make and read
their own news. How, you ask? By expanding our sourcing to make THIS IS OURS!
new opportunities. New opportunities in Mexico. New opportunities
in Brazil. New opportunities in Italy. New opportunities in Turkey. All
while seeking new alliances along the Baltic coast.

How, you ask again? By engaging with and building new partnerships
within “Furniture World”. You know them better as Oak Furniture
West, Rotta, Kuka, Equitable Trading, Nicoletti, Gabba, Razgat, AKM,

Why the Most Successful Businesses
Engage in Brand Storytelling

Tara A. Kelly, Director of Marketing & Advertising

A good ad stands the test of time, sparks nostalgic feelings, warming relationship that every single viewer could connect with.
and has the potential to become a viral sensation. Budweiser made itself relevant simply by creating that experience.
They’ve continued that iconic friendship between a horse and his
Every year, the Super Bowl unleashes a wave of entertaining
commercials. This is the one time when people actually care to sit canine friend through 2022’s Super Bowl ad.
around and analyze the ads from popular companies like Doritos,
Ford, and Mountain Dew. Since the very first television commercial
ran…for $9…more than 75 years ago, television advertising has
grown into a $75 billion/year industry.

You might remember Budweiser’s very popular “Puppy Love”
Superbowl ad and wonder what does a dog and a horse have in
common with beer? Nothing.

Budweiser’s heartwarming 2014 Puppy Love Super Bowl commercial Other Great Super Bowl Ads
has been ranked the most popular ad ever to air in the 50+ year
history of the NFL’s premier event. When the puppy is adopted Betty White for Snickers Tabasco, “Mosquito” Apple – 1984
and has to leave his heartbroken friend behind, the Clydesdales
force a dramatic intervention. That, of course, is when Passenger’s Volkswagen – The Force Esurance, “Sorta McDonalds –
weepy song “Let Her Go” swells to its dramatic crescendo. What’s Pharmacy” The Showdown
notable about the commercial is that viewers didn’t realize they were ETrades Talking Baby
watching a beer commercial until the very last frame. Talk about a Budweiser, “Frogs” Wendy’s - Where’s The
marketing touchdown! How much time did Budweiser’s commercial Pepsi – We Will Rock You Beef
spend focusing on beer? Absolutely none. Why did this particular Amazon Alexa,
commercial stand the test of time, and is still talked about as one of FedEx, “The Lollipop “Ordering Dog Food”
the best Super Bowl ads ever? The ad focused on portraying a heart- Guild”

REGENCY WIRE: March 2022 13

Maximum Potential: POSITIVE MEETINGS

Successfully Managing Your Team Far too many managers make the mistake
of only having meetings when the stuff is
Parham Azadi, Marlo VP of Sales hitting the fan. Not all meetings should be all-
hands-on-deck disaster recovery meetings.
Running a successful business isn’t easy. BUILD LEADERS It’s important to have positive, celebratory
Often, it takes an army of administrators, meetings
managers, and operations staff to effectively Although managing a team requires you to be when small
maintain and grow. Team management is one THE leader, that doesn’t mean you shouldn’t milestones are
of the key components to making the entire try and grow and foster future leaders within met, and to
operation run smoothly, and its important to your team. It’s human psychology, everyone applaud the
understand what makes a good team leader. wants to feel as though their voices are hard work of
Here, we’re going to take a look at a few heard, that they have a say in the direction the team. Even
ways you can be a better manager, and get of a project, and that there is opportunity for if the team isn’t
the most out of your teams. advancement for them beyond the project at performing
hand. Empowering team members to make up to
EXTREME OWNERSHIP leader-like decisions from time to time can expectations,
help boost morale. Also, you never know try and find a
Extreme ownership is a leadership principle what kind of great talent you have on your few positives
popularized by former Navy Seal leader team until you give it a chance to flourish. to encourage
Jocko Willink. If you’ve had the pleasure of them. Double
reading one of Jocko’s books, or listening CLARITY IS KING down on their
to him speak, then you’ll understand what strengths and
makes him so effective. To put it simply: For a team to feel confident in their support them as they improve.
Leaders MUST OWN everything in their output, they need to be absolutely certain
world. That means the failures, the pain that they’re performing the given task as SHOW YOU CARE
points, the shortcomings of each team expected. Efficient leaders and managers The fact that you’re reading the article
member. That’s ALL on the leader. If a leader always give detailed, yet concise instructions. shows that you do care about improving your
displays this attitude, his team will follow Also, once instructions are given, managers management skills, and most of that comes
him or her anywhere. They, themselves, will should also have an open-door policy for down to how you support and empower
take ownership of the project and feel that clarification questions regarding the project. your team. Use some of the tips above, and
they have a stake in its success. Extreme This leads to a well-oiled machine that you’ll be well on your way to being a rockstar
ownership is a powerful motivator, and understands the job, and their place within leader!
should now be overlooked. the team.

MARCH: National embraces global cultures, cuisines and make informed food choices and develop
Nutrition Month! inclusion, plus showcases the expertise sound eating and physical activity habits
of registered dietitian nutritionists. they can follow all year long. The Academy
Tracey Williams, VP of HR encourages seeking the advice of registered
“The theme Celebrate a World of Flavors dietitian nutritionists – the food and nutrition
National Nutrition Month® is an annual campaign gives every culture a place at the table,” experts who can help develop individualized
created by the Academy of Nutrition and said registered dietitian nutritionist eating and activity plans to meet people’s
Dietetics. During the month of March, everyone Libby Mills, a national spokesperson for health goals.
is invited to learn about making informed food the Academy of Nutrition and Dietetics
choices and developing healthful eating and in Philadelphia, Pa. “Celebrating the Follow National Nutrition Month® on
physical activity habits. cultural heritage, traditions and recipes the Academy’s social media channels
from all people is a tasty way to nourish including Facebook and Twitter using
Originally instituted in 1973 as merely a week, ourselves, learn about one another and #NationalNutritionMonth.
this campaign was expanded to a month in 1980s find appreciation in our diversity.”
as a reflection of the growing interest in nutrition. https://www.eatright.org/food/resources/national-nutrition-month
The 2022 theme, Celebrate a World of Flavors, During National Nutrition Month®, the
Academy encourages everyone to

14 REGENCY WIRE: March 2022

Hidden Leadership Traps That
Threaten Long-Term Success

Mike Ritter, VP of Merchandising & Retail Operations

As we head into another year of going after targets and work, it can be easy to get caught up and ignore
the niggling issues that, if left untreated, will eventually hold you back from future progress and ongoing
success. Over the years I’ve seen five key traps to which leaders can fall prey:

AMBITION TRAP
For leaders who are used to success and always doing well, success can be
addictive. You don’t know how to step back from striving for it, and when the
pressure at work rises, your solution is to just work harder and keep going. You
fear that if you take your foot off the accelerator, you’ll no longer succeed.

EXPECTATION TRAP
For leaders who are constantly living up to the expectations of those around them,
admitting that they are struggling and over-worked seems impossible. You are so
focused on doing what you should do, you never get around to doing what you
could do. When the pressure gets too much, you hide the impact and never share
how you’re feeling. You worry that if you admit you are tired and struggling, people
will think less of you.

BUSYNESS TRAP

It was Socrates who said, ‘Beware the barrenness of a busy life’. For leaders who
are caught up being busy and always ‘on’ they struggle to say ‘no’, to slow down
or to switch off. When the pressure gets too much, you’re likely to explode, as you’re already close to burn out. You will likely
regularly sacrifice time with family and loved ones and your health for work. Work comes first and you see being busy as part
of who you are. Be aware, this isn’t a sustainable approach and eventually your body will force you to stop.

TRANSLATION TRAP
Many leaders have worked hard to get to their position, and yet once they get there, they find they aren’t as happy as they
thought they’d be. You feel lost in translation – you wanted this role, and now you’ve got it, the role doesn’t fulfil or inspire you.
You feel like you have lost your way and that your purpose is missing. At the same time, you worry that if you change course,
you’ll make the wrong decision, or you don’t know how to change because what you are currently doing is all you know.

SELF-CARE TRAP
Many leaders run their life on adrenalin, not taking enough time to care for their mind, body and spirit. You forget that putting
self-care needs first is a critical act of leadership. You are likely to feel run down, tired and over-worked and you say to yourself
‘I’ll get on to this tomorrow’, but tomorrow never comes. One day you’ll wake up and find that exhaustion, adrenal fatigue or
some other health issue has stopped you in your tracks.
These traps are not single and isolated. In fact, they frequently overlap. When you fall into one or more of these traps, the
impacts will include such things as social isolation and dislocation, poor health outcomes, negative impacts on team members,
deteriorating social and family relationships, and, over time, an impact on your career outcomes and therefore your career
prospects.

As John Lennon once remarked, ‘Life is what happens to you while you’re busy making other plans’, so let’s
make sure that your life takes the twists and turns you want it to take in 2022.

REGENCY WIRE: March 2022 15

REGENCY WIRE

SPRING 2022 NEWSLETTER

MARLO ALEXANDRIA REGENCY BRANDYWINE ASHLEY GAITHERSBURG

Samar was incredibly My experience at Regency was Ish Verma was very helpful
communicative, patient, absolutely amazing. It was in helping find the sofa I needed
and a pleasure to be around. my first time ever furniture
for my apartment.
When you go in, shopping. Johnnie...was super
ask for her! helpful, friendly, and made the Highly recommend Ish when
whole shopping super easy!! vising Ashley Furniture
- Julie L. Home Store.
I...will be returning! - Michael R.
- Danielle W.

REGENCY GLEN BURNIE ASHLEY POTTSTOWN MARLO ROCKVILLE

Meera...was very nice and Charles was so very nice, 3 generations of my family have
gave us time to browse to find professional, and helpful and purchased furniture from Marlo.
went above and beyond to We always work with...Natalia.
what we were looking for.
help us find what we were [She] is very knowledgeable,
Everyone there was so nice looking for!! He, along with the professional, and personable.
and friendly. Made furniture store manager, gave us a great She give excellent advice and
deal... Will definitely shop here provides exemplary customer
shopping enjoyable. service. Highly recommend!
- John L. again!!
- Barbara M. - Lana G.

Affordable Never Looked So Good