Saundra’s Furniture Wins the Home Furnishings Association’s Retailer of the Year (Under 50 Employees)
For over 30 years, Saundra’s Furniture in Colville, WA, has been more than just a furniture store—it has been a cornerstone of the community. From offering top-quality furnishings to embracing the local culture with their beloved mascot, Big Al the Bigfoot, Saundra’s Furniture has carved out a unique identity that resonates deeply with customers. Their dedication to exceptional service, community engagement, and innovative business strategies has earned them the prestigious Home Furnishings Association’s Retailer of the Year award for businesses with under 50 employees. Here’s why they stood out among the competition.
A Community Hub, Not Just a Store
One of the most defining aspects of Saundra’s Furniture is its commitment to serving as a gathering place for the Colville community. After recovering from a devastating fire, the store was rebuilt with a fresh vision that included the addition of BIG AL’s Mercantile & Coffee, a heartfelt tribute to Alan Wilma, the late father of Saundra, the store’s owner. This unique space offers far more than just furniture—it provides locally sourced goods like jams, jellies, artisanal sourdough, handcrafted cheeses, and Jabe’s Beef, raised on the family ranch.
The mercantile also features a cozy seating area and an inviting balcony overlooking Main Street, where visitors can sip on coffee while enjoying the scenic view of historic
downtown Colville. Local artwork, Bigfoot-themed novelties, and regional treats like hand-scooped huckleberry milkshakes and root beer floats further enrich the experience, making Saundra’s Furniture a beloved local attraction.
Business Planning with a Purpose
Over the past year, Saundra’s Furniture has pursued several key strategies to expand its reach and strengthen its impact on the community:
- Enhanced Community Engagement: The store increased its partnerships with local producers, expanding the selection of locally sourced goods at BIG AL’s Mercantile. Western oil paintings and handcrafted items by local artists now adorn the 28,000-square-foot showroom.
- Improved Customer Experience: Creating welcoming spaces, such as the balcony and seating area, has transformed the shopping experience into a relaxing and enjoyable event.
- Increased Brand Awareness: A heightened focus on social media and participation in local events led to a noticeable rise in both foot traffic and online engagement.
These initiatives have translated into tangible success, with Saundra’s Furniture experiencing a 5.3% year-over-year increase in sales and a 20% growth in new and repeat customers. Additionally, the company has played a major role in local traditions, such as the annual Christmas Tree Extravaganza & Gala Dinner, which attracts visitors from surrounding counties, Idaho, and even Canada.
A Strong Company Culture
Saundra’s Furniture has cultivated a work environment rooted in integrity, teamwork, and customer service. Employees are not just workers; they are part of a family dedicated to upholding the store’s mission of community engagement and high-quality service. The team actively volunteers with local organizations such as the Chamber of Commerce, Elks, and City Planning Department, reinforcing their deep ties to Colville.
Core values such as honesty, transparency, and fairness are evident in every customer interaction. Staff members provide personalized, knowledgeable service, treating every shopper with respect and care. This people-first approach has contributed to high customer loyalty and a growing reputation as a trusted local business.
Unparalleled Customer Service
At Saundra’s Furniture and BIG AL’s Mercantile, customer service is more than just a transaction—it is about fostering meaningful relationships. From the moment customers walk in, they are met with a warm, welcoming atmosphere. The sales team listens attentively to their needs and provides tailored recommendations, ensuring a stress-free shopping experience.
To maintain high customer satisfaction, the company continuously gathers feedback through in-person conversations, online reviews, and follow-up calls. In addition, they host engaging community events, such as local artisan markets and Chamber “After Hours” gatherings, which bring customers and local producers together in a fun and interactive setting.
Furthermore, Saundra’s Furniture goes beyond standard retail offerings by employing an in-house service team trained in wood, upholstery, and window blind repair. This commitment to quality and post-purchase support underscores their dedication to long-term customer satisfaction.
Commitment to Social Responsibility
Saundra’s Furniture is not just a business—it is a force for good in the community. Their socially responsible initiatives include:
- Supporting Local Agriculture and Schools: The store supplies 10,000 pounds of Jabe’s Beef annually to the Colville School District, ensuring that students have access to nutritious, locally sourced meals.
- Sustainability Efforts: Eco-friendly initiatives include offering area rugs made from recycled fibers, mattresses crafted from recycled plastic bottles, and reusable shopping bags. Energy-efficient lighting has also been installed to reduce electricity consumption.
- Promoting Local Artisans: The showroom highlights handcrafted furniture, artwork, and decor from regional artists, reinforcing the store’s commitment to local craftsmanship.
Looking ahead, Saundra’s Furniture plans to expand these initiatives, exploring additional green certifications and renewable energy options.
A Well-Deserved Recognition
Winning the Home Furnishings Association’s Retailer of the Year (Under 50 Employees) award is a testament to Saundra’s Furniture’s exceptional work in enriching the Colville community. Their ability to seamlessly blend retail with community service, sustainability, and innovation sets them apart as an industry leader.
Through its dedication to high-quality products, outstanding customer service, and a deep-rooted commitment to its hometown, Saundra’s Furniture has proven that a small business can have a big impact—a fitting tribute to Big Al and the legacy of family, community, and excellence that continues to thrive in Colville, WA.
