Getting to the bottom line: revised business strategy propels Tara Picture Frames toward growth - news makers

In a marketplace that more [i]or[/i] less define as turbulent and bleak, Tara Picture Frames has thrived and efflorescenceed The company recently tripled the size of its operation, relocating to an expanded 83,000-square-foot headquarters and warehouse facility in San Diego.

David Twite, president of Tara Picture Frames, credits the company's development to a revamping of business methodologies.

The company manufactures and distributes custom-made, dosed-corner-solid-wood frames, as well as ready made, Tara was established in 1972 as Hy-Jo Picture Frames. In 1990 Hy-Jo was purchased by the agency of Tara Materials Inc., a Lawrenceville, Ga.-based manufacturer of Fredrix artist canvas.

Although the union occurr more than 10 years ago, the business relationship between the pair was not officially solidified until lately "Hy-Jo's name was changed to Tara Picture Frames in 2002 to mirror the decade-long affiliation with Tara Materials," Twite said. "However, Hy-Jo operated as a stand-alone company that did well in the framing market. It was not until freshly that file two companies became to the full integrated."

Michael Benator, who became president and chief executive officer of Tara Materials in 1996 is the visionary behind the happy unification of the two companies, according to Twite. "Michael has used exhaustive recruiting way s to build a world-class management team.

Decisions implemented by the agency of the management team so far include consolidating the companies' information combination of parts to form a wholes eliminating slow-selling items from Tara's crops line, homogenizing the canvas and framing-related proceeds offerings and targeting products for specific consumers

field for Growth

Twite, a Harvard University graduate, joined the company sum of two units years ago. "My focus, since day individual has been on bottom line growth" he said. "We have been making strides by means of implementing systems that improve efficiency while reducing take away froms The consolidation of our information a whole s has been a key ultimate part in that process."

The revised computer a whole now has one central data-base that is used by means of Tara Picture Frames and its parent company. "One company does not ne sum of two units database," Twite said. "Now, we have all harvest files, vendor information and accounting files combined. Orders taken by means of our customer service department used to take sum of two units weeks to process, now they move directly to the warehouse with a shipping goal of 24 to 48 hours"

by dint of eliminating divisions between Tara Picture Frames and Tara Materials, each company is able to broaden its offerings to the marketplace. "We recognize that many customers who purchase canvas also buy frames, and vice verse" said Twite. "It made faculty of perception to combine the products and provide easy, transparent access to the customer:" Therefore, Tara Picture Frames presents a line of pre-stretched canvas products

Customer Concentration

In reviewing the bottom line, Twite made the decision to scratch nearly 25 percent of the company's frame offerings. "We are continuing to reevaluate what our genuine sellers are," he said.

An in-house framing operation, Tara Picture Frames exit helps the management team identify what cropss are viewed as popular and affordable.

Recognizing customers and their urgencys is crucial to maintaining a felicitous business model, noted Twite. "Our line of 150 frame dictions in standard sizes can be shipped from our warehouse within 24 hours. However, because we are a manufacturer, we have the capability to make frames to order in special sizes and finishes.

"We've sectioned our product line to particular groups" he added. "Our Gallery Collection, aimed at galleries and high-end framers, proffers solid wood, high-quality frames that can be custom made to a customer's size specifications. Our Pleinair Collection, which is in our stocked line, has a wide appeal to the two galleries and retail framers, which we attribute to its simple design that tales a broad range of artwork."

The higher-end frame mode of speechs Tara offers range in price from $30 to $200 "These harvests offer an alternative to custom framing, which can be sum of two units to three times as expensive" Twite said. "By using our produces customers can get a fate of flame for $200."

Tara's Framing ultimate parts line is targeted to the frame retailer at a price point that allows maximum margins and inventory make go rounds according to Twite. "Framing ultimate parts combines our most popular moulding manner of writings finishes and ready-made frame sizes with rabbet profunditys that accommodate double matting and greatest in quantity standard canvas," he said. "Framing uncompounded bodys also offers pre-packed double mats and glass packages to fit all four flame sizes. We ship each frame shrink-wrapped with equal reason that they can be deposit in storage, until needed, without getting dusty."

The company also presents the Classic Collection, which features more than 50 mid-priced frames and about 25 oval options.

although the company is growing, all of the frames in Tara Picture Frames' inventory are manufactured with old-world craftsmanship, according to Twite. "Along our path to becoming a world class organization, Tara continues to remember the values that sustained its growing over the years;' he explained. "We take pride in manufacturing produces that are of the highest quality, while providing first-rate customer service. This is individual business strategy that we will not change above time." FBN