News
January 7, 2005
Center of Attention
McElhattan, PA—School Libraries, at one time, were comprised of traditional, often-stodgy elements–tall shelves, bulky card cabinets, large tables and uncomfortable chairs. For customers of The Brodart Co., this is a thing of the past. The McElhattan, Pa.-based company has made its mark with a wide variety of library furniture lines and custom products and is working to expand its business worldwide.
According to Chris Frantz, marketing manager for the company’s contract furniture division, Brodart holds a significant portion of the K-12 market. Currently, it is focused on expanding its presence in the public and academic library markets. When customers select Brodart, Frantz says, they benefit from more than 60 years of experience in the industry and are ensured a high-quality product. Those who are looking for a solution based only on economics should look elsewhere, he says. “The quality of our furniture is very high,” he emphasizes. “We still have not gone to the manufacturing method of lowering the quality to lower the price. We have always kept quality high, and people understand they’re buying a quality product. We might be a little higher in price, but our products will last for years to come.”
Similarly, Frantz says, Brodart is not interested in new, untested materials that other companies have embraced. Its products are still made of solid woods with strong, steel-leg plate connections, he explains, and any particle board is high density. All materials, he adds, are thoroughly tested using ANSI-BIFMA standards.
Innovative Identities
Technology has obviously left its mark on the library world, Frantz says. The card cabinet is nearly obsolete, but books haven’t lost much ground. Instead, schools have transformed libraries into media centers and turned them into important focal points. Furniture needs continue to change as technology evolves, Frantz says. For example, computer desks no longer need the depth demanded by traditional monitors with the advent of the flat screen. And nearly every piece of furniture is designed to discreetly accommodate wires of any sort. In the public and academic library markets, communities and institutions are looking to create libraries that are distinct and reflect their identities, he explains. “The trend is these libraries are looking for high design,” Frantz says. “They want a signature piece of furniture for their library, and they want it to have a very customized look. We work with many clients who come to us with an idea, and we will design furniture specifically for them.”
In the past, he says, customization was a feature used only in high-end projects. Today, it is practically across the board. “Everyone wants something special,” he says. “In many cases, they may take something we have and modify it to have a signature feature. It might be a leg design, edge-band design or an inlay of metal.
“Some go as far as to have logos put on furniture,” he continues. “I believe part of the industry’s growth is due to the fact that universities are using libraries as focal points to bring new students in. Many are offering wireless technology and offering laptops.”
Frantz estimates 80 percent of the company’s products sold are standard and the remainder are custom, although sales figures reflect a smaller gap because custom products are more expensive. Currently, Frantz says, Brodart covers the entire United States and has various
dealers in Mexico and Canada, as well as a dealer who sells its products in the Middle East.
“One of the keys to our success is the quality dealer network – they go in and give personal service to institutions in terms of layout work,” he says. “They take our furniture and add that extra personal touch to it.” As the company works to expand its global reach, Frantz says it is constantly working on new lines and examining the needs of its customers.
Several new lines are scheduled to be introduced within the next six to 12 months, he adds.
Frantz says the company’s state-of-the-art facility has been retooled over the past eight to 10 years, establishing it as a manufacturing leader in the market. This commitment to the latest technologies and innovations has allowed Brodart to focus on green products.
Through research, Frantz explains, the company has developed and implemented several changes that meet LEED requirements. These have included emission-free finishing systems that allow Brodart to offer a high-quality, yet environmentally friendly product.
“We will continue watching for new ways to improve our facilities and keep the environment clean,” Frantz emphasizes. “One of our commitments is to ensure all our lumber is purchased within a 150- to 200-mile radius in New York state and Pennsylvania. It’s the highest quality hardwood in red oak and hard maple. We also have other woods available upon request.”
This article was written by Joanna Miller and published by Schofield Media Ltd.