Its highly creative programs create a 'win-win' situation for home furnishings retailers by providing a venue for us to cooperate. Only through cooperation can we convince the buying public to increase their interest in creating a beautiful home for themselves and their families. Let me begin by saying we do not sell furniture at Domain. We sell dreams. This is accomplished by addressing our attention to the half-formed needs in our customers' heads.
Sales are the inevitable result.
Furniture lasts a long time and our industry needs to create an excitement that transcends the simple need to replace the shabby and hopelessly out of style. We must cater to and encourage new ideas in the marketplace. Our customers are moving in creative directions, driven by a return to a more personal view of the world. An awareness of many styles and influences co-exist. More than one million new immigrants a year enter this country.