We wanted to make a statement that easyhome has arrived. I think we accomplished that.
Dave Maries, Vice President of Marketing and Advertising, easyhome, Inc.

easyhome Chairman of the Board Don Johnson (left), Vice president of U.S. Operations John Natale (center), and CEO David Ingram prepare to cut the ribbon and open the company's first U.S. location in Glens Falls, New York. See a complete photo gallery of the event here (120 photos).

NEW RTO Online Podcast Interviews from Glens Falls, New York - 6-16-07

John Natale, Vice President of U.S. Operations, easyhome.

Don Johnson, Chairman of the Board, easyhome.

Norm Rivers, Store Manager, easyhome's first U.S. Location - Glens Falls, New York.

The line began forming for the grand opening of easyhome Inc.'s first U.S. location in South Glens Falls, New York Saturday morning at 7:30 AM. By the time the doors opened at 11:00 AM, hundreds of people were in a line that stretched down the block.

The excitement generated in this rural town of only 15,000 was no accident. Store Manager Norm Rivers and his staff, along with easyhome employees from Canada spent weeks putting feet-on-the-street in preparation for the opening. "We did extensive marketing," said Rivers. "We dropped flyers and went door to door and introduced ourselves." Rivers said they also reached out by offering incentives to owners and managers of rental properties and apartment complexes.

easyhome wanted nothing left to chance. They brought in MCE Event Management all the way from England to coordinate the company's entry into the US. Paul Shuttleworth of MCE said the relationship with easyhome executives dates back to the days when MCE handled grand opening promotions for Radio Rentals in the UK.

easyhome's first lease agreement in the United States was written by Associate Tony Bianco 9 minutes after the doors opened. At 1:00 pm there were still nearly 100 people in line waiting to get in. easyhome brought in containers of merchandise stored behind the building to handle what they expected to be a history-making sales day for the company.

Hundreds of customers waited for hours to get into the first US easyhome location in Glens Falls, New York Saturday. See a complete photo gallery of the event here (120 photos).

First impressions
The first impression upon entering easyhome's first U.S. "Store of the Future" is - this is not a typical rental operation. In fact, were it not for the word "lease" on the price tags, one could easily mistake it for a miniaturized Ashley Home Store. From the wood floors to the signage and the efficient use of wall space, it is without question, a quantum leap in RTO store design.

Most of the new store's employees came from competing rent to own companies. easyhome CEO David Ingram thanked them for "taking a leap of faith" to make a new career at easyhome. Ingram said they were making history by being a part of easyhome's first international store.

Don Johnson, easyhome Inc's Chairman of the Board was on hand for the Grand Opening. "We're very excited about this launch into the United States Market," he said. Johnson says the two key factors in easyhome's success are CEO David Ingram and Vice President of U.S. Operations John Natale. "The most important thing I've learned in my career is that the key to a successful company is its CEO," said Johnson. "A successful CEO must have three attributes - Integrity, great leadership skills, and a strong desire to succeed along with the willingness to make the personal sacrifices necessary for success. Finding those attributes is rare, but David Ingram and John Natale both fit the bill." Listen to RTO Online's podcast interview with Don Johnson, Chairman of the Board, easyhome.

John Natale said South Glens Falls is similar to many Canadian markets. "It makes sense to start in nice rural community," he said. "The demographics are very similar to rural areas easyhome serves in Canada." Listen to RTO Online's podcast interview with John Natale, Vice President of U.S. Operations, easyhome.

John Natale, easyhome's Vice president of U.S. Operations.

Natale came to easyhome from Gates Enterprises. His former boss, Bud Gates, is now easyhome's master franchisee for the U.S.

Natale first began his RTO career in 1983 with Rent-A-Center in Erie, Pennsylvania when the company had 67 stores. He says the The biggest change he has seen in his 23 years is the evolution of the customer. "In 1983 you didn't have to sell," he said. "The customer came in and told us what they wanted and we filled orders." Today, Natale explained that consumers are much more particular about where they do business. "In the 80's, it was - I have a need, fill my need. - Today, consumers are more educated about the products. They are more price and brand conscious and they want a better shopping experience."

easyhome made a conscious decision to satisfy that desire for an improved shopping experience without doubling the stores footprint. "David Ingram and the Canadian team have done an excellent job in figuring out the best way to display product in a limited space in a way that is inviting to the customer," said Natale. "Our research clearly shows consumers want something different. That's what you see here today." The South Glens Falls store is 4,500 square feet.

click to enlarge

The South Glens Falls Crew; left to right Vice Palmeri (kneeling) Anyk Pilon, Mark Cannito, Heather Brewers, Tony Bianco, Norm Rivers, Chris Keating, Pauline Obrien, Brian Atkinson, Masie Woods, Lisa Koontz, Mark Johansen.

There are 270 rent to own stores in New York but Natale believes the market isn't even approaching saturation. "You'll be surprised what I can do in New York in the next few years," he said. The company's short term goals are to get 4 or 5 stores open and refine systems before rolling out further.

Natale told RTO Online that, based on the high level of interest in the company's franchise offering, easyhome has reversed its decision to reserve border states for company stores and has opened up the entire U.S. to franchise operators.

Although opening day numbers for the Glens Falls store are not available at this time, expectations were that previous company records for grand openings would be smashed. When asked if the day met his expectations, Dave Maries, easyhome Vice President of Marketing and Advertising said, "We wanted to make a statement that easyhome has arrived. I think we accomplished that."

Update 6-18-07: easyhome reports that the company record for new store openings was broken by the South Glens Falls store.