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Mitchell Gold + Bob Williams, an internationally acclaimed home furnishings company offering upholstery, case goods, lighting, rugs, and accessories designed to make people comfortable. Our furnishings are often seen in magazines, on TV and in fine hotels and are available at a growing chain of Mitchell Gold + Bob Williams Signature Stores, as well as national chains and fine independent home-furnishing retailers nationwide.

Mitchell and Bob have instilled the desire in all of us to make the world a more comfortable place. Their dream of having a company with spirit and enthusiasm permeates through our factory in North Carolina. The way they ... or we see it, it's all part of being comfortable.

In 1989 when the economy was unstable, he and his partner, Bob Williams, naively created The Mitchell Gold Co. Since then, despite tough economic times and upheaval in the furniture industry, sales have reached in excess of $100 million. The combination of Gold's years of marketing experience with Williams' talents as art director set the course for Mitchell Gold and changed the furniture industry. One of their earliest ideas, "Relaxed Design," was based on trends they saw in the apparel industry. Designing furniture Bob Williams would want in his own home - comfortable, classic, affordable - he dressed his pieces in relaxed slipcovers of pre-washed fabrics like denim, khaki and velvet. He also addressed the need for a less-intimidating shopping experience by limiting choices to avoid confusing consumers. Along the way, Williams has received numerous awards, including Design 100 awards from Metropolitan Home magazine.

And today, the line, which started with dining chairs, offers both slipcovered and tailored upholstery (including down-blend cushions, premium goose-down-blend and comfortable sleepers), leather, sectionals, beds, ottomans, recliners and yes.. dining chairs. Mitchell Gold + Bob Williams has won accolades from the media, as well as its consumers. Following are some innovations on the company's journey to success:

CUSTOMER SERVICE. "Our emphasis is on taking care of a small and highly select number of customers extremely well," says Gold. "And on training each store's salespeople so that consumers feel safe and satisfied buying from them." To do that, explains Gold, "we added a special group called TAPs (The Answer People), who travel the country doing no selling, but only sharing knowledge of our products."

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