Bedrock Values at the Core of Four-Generation All Makes Office Furniture Company
Working in a family business can be a blessing or a curse. Families that make it work are to be commended. Ones that make it work over four generations are rare indeed. This is a story about such a family and their office furniture business based in Omaha, Neb. Harry Ferer taught the business to his son-in-law, the late Lazier Kavich, who taught the business to his son, Larry Kavich, who in turn showed the ropes to his children, Jeff and Amee, who run it today. The piece originally appeared in the Jewish Press about six years ago.
Bedrock Values at the Core of Four-Generation All Makes Office Furniture Company
©by Leo Adam Biga
Originally appeared in The Jewish Press
As Omaha family businesses go, All Makes Office Furniture Company is one of the oldest and largest still operating. The fourth generation family members running things today stick to the same core principals, values and philosophies that have guided the business since dapper Russian immigrant Harry Ferer founded it in 1918.
A go-getter, Ferer became a star agent for the Royal Typewriter Co. and the Ediphone, an early dictation machine patented by inventor Thomas Alva Edison, whom Ferer knew. Ferer built his own company through hustle and guile, traits his successors have shown in growing the family business. Son-in-law Lazier Kavich entered the fold in 1938 and helped move All Makes forward by adding new lines, earning a reputation for fairness along the way. Lazier taught the business to his son, Larry Kavich, whose energy, people skills and “do the right thing” motto drew in new business. Larry, in turn, taught his children the ropes and now they run things. Larry’s son, Jeff Kavich, is president/CEO of All Makes Omaha and Jeff’s sister, Amee Zetzman, is president/CEO of Lincoln, Neb. and Urbandale, Iowa. The legacy continues. Only time will tell if Jeff’s or Amy’s kids one day carry the torch.
All Makes evolved over these 88 years into a full-service center that outfits offices of every size, located virtually anywhere, with products that range from the latest in work station systems to used desks, chairs and files. The company does more than just sell stuff. It also designs and installs office spaces for all kinds of settings, offering expertise that makes today’s technology-rich environments user-friendly.
Any firm as long-lasting as this one adapts to meet the needs of customers in changing business climates. Through world wars, economic downturns and industry trends, All Makes stays the course, each generation adding fresh ideas to the mix.
Much has changed since Harry Ferer opened his downtown typewriter sales, rental and repair shop. When Lazier Kavich came aboard, the business added office furniture to complement the automated machines it carried. In 1950 All Makes moved to its present location at 2558 Farnam Street. By the 1960s the company added the first of its branch showrooms and stores. Once Larry Kavich joined in the mid-’60s, high end contract furniture became the staple. He expanded the business physically and enhanced its position as a multi-product, multi-service center. He continues as chairman today, wintering in Arizona.
Under Jeff’s and Amee’s watch from the late 1990s on, All Makes has added to its facilities, including new showrooms and warehouses, made a series of renovations, grown the company’s design division and expanded into international markets.
Yes, much has changed. Then again, people are still people and business is still business. Office furniture may be wired today, but getting repeat customers still comes down to treating folks right, qualities sorely missing from so many service providers today. Jeff and Amee keep alive All Makes’ service-first credo, drawing on lessons from two masters in the art of the deal — their grandfather and father.
“Certainly the products have changed and the industry has changed,” Jeff said, “but as far as learning the passion — and taking that home every night with you and always thinking about how to make things better and how to do the right thing — I got that every day from both my grandpa and my dad. It came so naturally, it would have been impossible, I think, for me to feel or act or do any differently.”
As kids, Jeff and Amee were always around the business, working there summers. He learned all facets — from stock and sales to delivery and installation. She applied her gift for number-crunching to the company books.
“Summers, when my friends were spending every day at the pool, I was here in the back room sweeping floors, fixing typewriters, working in the warehouse. I installed furniture, I delivered furniture, I drove the truck. I’ve done everything except billing,” he said. “I look back now and say it was fun and wouldn’t change a thing, Back then, when my buddies were going to the pool, I probably wished I was, too.”
But he knew where his destiny lay.
“I knew from an early age I was carving a path for me into the business and everything I was learning then would only come to benefit me later,” he said. “I knew that this is what I wanted to do. I went to the University of Kansas for a couple years and decided it was time to come home and go to work. You know, my career started in 1990 — 16 years ago, but I can say I’ve been here 30 years because I worked here summers from grade school through college. When I’d come home from college my father and I would talk about the business. Even in high school, if something big was happening here, we discussed things over the weekend. Growing up, dinner table conversations happened all the time. So, as long as I can remember I’ve kind of known and talked the language of All Makes.”
For the young Amee, the business wasn’t so much a career path to follow as a place she felt obligated to pitch in. Her math and computer skills were put to use.
“When I was in the 7th grade they’d bring me in a little desk to sit in the middle of my grandfather and Nancy Mudra, who’s been here over 30 years, and I learned how to compute commissions. When I was more high school age they gave me one of the first portable computers — a huge thing with a screen that popped down…They said, ‘There’s a new program called Lotus and we need you to figure out how we can get the commissions from this giant ledger book into the computer,’ and that was my project. Every time, they saved projects for me. Like one summer all I did was purge the bookkeeping files and make new folders.”
As a boy Jeff accompanied his dad on business trips. Trussed-up in a coat-and-tie, the little boy said little but absorbed much as Daddy made deals.
“I was there watching him do what he does best and that’s an education you won’t learn at Wharton School of Finance,” he said.
When Lazier, who passed in 1996, wasn’t playing cards or handicapping the ponies, he was striking bargains that brought in new business or that added to his overstuffed back office, which has been preserved intact as a kind of memorial. The walls and shelves are still filled with kitsch collectibles. He loved acquiring things in bulk in order to give them away, like the drawer of surplus watches he kept. True to his salvage roots, he built All Makes’ used office furniture segment, now called All Makes on Two, which still accounts for a robust volume of sales today. Sections of two floors, plus the basement, practically sag from all the used items on display.
At one time, three generations of Kaviches drew wages together. “It was something special that I’ll never forget and I know it’s so rare and something few people get to experience,” Jeff said. Lazier, the old-school wheeler-dealer who started in the junk business, was the elder statesman. He read the mail, saw a few old customers and played cards with his cronies in his office. “This is what he loved,” Jeff said. Larry was the dynamic leader closing deals in the showroom, on the phone or on the road. Jeff and Amee were the fresh-from-college upstarts soaking it all in.
The lessons learned from these old-school salesmen made a deep impression on the next generation. Much of what Lazier and Larry did still shapes the business.
“He loved a good deal,” Amy said of Lazier. “He did not like to leave money on the table. That was his mentality and that’s why we have all the used furniture. He taught my brother that end of the business. There are still people we do business with that will fly in here from somewhere in the South to come pick out all their used furniture. Then they’ll send trailers back for it. Because that’s how they and my grandpa did business. So, it still goes on.”
She utilizes some of the managerial tricks and rituals he taught her years ago.
“The entire pile of mail in the morning went to him. He used to say, ‘You can learn what’s going on in every part of the organization by reading the invoices.’ That’s how he kept in touch with what was going on — through the mail. And so now I read the mail every day and it does help me know what’s going on.”
More a benevolent figurehead by the time Amy and Jeff assumed titles and positions at All Makes, Lazier still came to the office every weekday, modeling the Golden Rule in his good works and in his high ethics. Years ago he befriended a blind black evangelist known for traversing the city on foot selling brooms. A tradition began that saw Lazier invite the Rev. into the store for a repast before driving him home at night. The preacher man still stops by on his circuit and Jeff and Amee, like Larry and Lazier before them, make sure he’s well taken care of.
“He was the most giving, caring person you could ever imagine,” Jeff said of Lazier. “Everything was as it is. He said it like it was. Just total honesty and integrity.”
Amee said her father, Larry, “took a lot of qualities from my grandfather. He’s very wanting to always do the right thing. Very honest, very charitable. But he also doesn’t like to be taken advantage of. He’s very passionate about everything he does. He’s proud of what we do. It’s been nice for him to be able to take a step back, but he is still absolutely involved in big deals going on. He misses being here full-time. As he explains to us, ‘This is all I’ve done. It’s hard to leave.’”
The siblings feel an obligation to maintain the family tradition in All Makes.
“It’s so important for me to make sure we do provide the best product at the best possible price, along with the best service, because our reputation means so much to us. We just always want to play cards up on the table and do the right thing for all of our great customers,” Jeff said.
“It is an awesome responsibility because our name is associated with this,” Amee said. “We had a situation where we needed the money up front on something and the customer asked, ‘Well, what if you don’t do what you say you’re going to do?’ And I said, ‘You know, we’ve been here 88 years doing what we say we’re going to do.’ And, so, we take it very personally…”
Satisfaction for her comes from knowing a customer’s been satisfied, no matter the size of the transaction. “It’s getting positive feedback from clients, not even on the big deals,” she said. “Sometimes I’ll get a phone call to say, ‘I bought a desk and your guys took great care of me.’ It’s just a feeling of pride that someone in the organization has represented us well.”
For Jeff, it’s” a sense of accomplishment when you meet somebody for the first time, you get to know them and get to know what their business needs are, and then our team puts together the right solution. I guess at the end it’s having a happy customer. There’s a beginning, a middle and an end to a transaction that’s definitive. When we walk away and they say, ‘We have our office furniture — you guys did a fantastic job’ — that’s the carrot. That’s what’s rewarding.”
Groomed as he was to take over as president from his father, Jeff said, “I always knew it was coming,” but added “it never really sunk in until it was on my business card. You always had Larry to fall back on before on making some decisions. But when now it’s my deal, I’m very cautious about what I’m going to do before I do it.” Easing the transition, he said, was the way he worked side by side with his father.
“I learned everything I know from him and I’m grateful to him for that. Even before I became president he would say, ‘You make the decision and if it’s wrong, you’ll learn from it, and if it’s right, way to go.’ In the 16 years I’ve never been sat down and screamed at. He’s let me learn by the mistakes and kind of relish in the good.”
Unlike her brother, Amee didn’t always see herself in the All Makes mold.
“When I left for college (University of Colorado) I was not coming back to Omaha and the store, whereas Jeff knew he was going to come back and be part of the business. So, it was definitely a different scenario.”
Straight from college she moved to Los Angeles in 1989 to work in public accounting. Her niche was small family businesses just like All Makes. “It was really good preparation,” she said. By 1994 she was married with kids. “My husband and I made a quality of life decision that Southern California was not where we wanted to be. And I sort of came to the realization this (All Makes and Omaha) isn’t such a bad thing to come back to.” Factoring into the decision was the chance for their kids to “have grandparents to hang out with. It’s part of Jeff’s and my own life stories. We got to have a life with our grandpa.”
The first order of business was making sure she and Jeff could share power. “I called my brother and we started talking about it. I asked him, ‘What do you think? Do you think we could make this work?’” He told her yes and in 1994 she joined the team. They’ve found a way to make it work for 12 years now.
“We both have our strengths and we know our strengths,” she said. “We try to stay out of each other’s various departments, but still have input. I think because we have separate responsibilities it makes it easier to get along. In certain situations I know he’s going to make the final decision and in certain situations he knows I’m going to make the final decision. And there’s some situations when we make decisions together. It just works out.”
Jeff said, “Well, I think there’s some good balance there. Amy’s got an accounting background and understands a lot better than I do the books and all that sort of thing. So, with her kind of keeping an eye on the pot and making sure everything is in line and in check, that allows me to be in front of the people from more of a sales standpoint. I’m involved with a lot of new business development.”
Just like his grandfather and father before him, Jeff kibitzes with customers to earn their trust and their business. When he isn’t pressing the flesh on the showroom floor, he’s trading jokes on the golf course. Amy trains her eye on the big picture, ever mindful of what her grandpa and dad would do. “There are definitely moments when we say, ‘Oh, Lazier’s rolling over in his grave on this one. What would Lazier have done?’ It’s part of the lore,” she said. Or she repeats one of her father’s credos — “Fast pay makes fast friends.” She added, “He doesn’t like owing anyone.”
The family “works hard to make it work right,” Amy said. “We had a consultant come in and help us separate everything so we had some type of framework to try to work within. Before, we didn’t have titles…everyone just did what needed to be done, which is still the case, but now we have a more clear definition of what our responsibilities are. I think so many times family businesses don’t have a plan and everyone thinks they’re in charge of everything” and it becomes a real mess.
The way Jeff sees it, “you can’t avoid the pitfalls” of a family business, “it’s how you handle the pitfalls. It’s maintaining respect for each other. It comes down to respect. We’re very, very lucky on that regard. I mean, I’m not going to say we don’t have our moments, but at the end of the day we really do have a good working relationship and we’re good friends through it. We’re very blessed.”
All Makes has won area recognition as a model family business and small business and industry-wide awards as a top dealer.
Among other things this next generation in business has taken from their elders is a commitment to downtown. “Yes, we are downtown to stay,” said Amee, who added all the development activity there, including a run-down apartment building converted to condos in back of All Makes, has only strengthened the family’s stake. She said All Makes acquisition of properties around its store realized a “Lazierism” that went — “always buy property near your business when it becomes available.” Lazier also taught her to “never be embarrassed by what you’re going to offer. And that’s how all these properties were acquired,” she said.
She and her brother have also remained committed to the loyal work force, whose average length of tenure is 12 years, Lazier and Larry built. “We have great people here. We like to think it’s a great place to work,” she said.
As a salesman at heart, Jeff’s keenly attuned to two Kavichisms passed on from his grandfather to his father to him that speak of never being too satisfied. When a big deal’s inked, he’s reminded of Lazier and Larry saying: “That’s great, now what are you going to sell ?” In other words, Jeff said, “get onto the next thing.” The other has to do with not repeating mistakes. As Lazier said, “Man who stumbles on rock wants to be forgiven. Man who stumbles on rock twice should break his neck.’”
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