At first it seems counterintuitive to an experienced retailer or an RTO veteran to form a marriage between RTO and retail. In fact, they complement each other.

Ron Smith, who opened his new Premier Home Furnishing store in East Moline, Ill. earlier this year is a 20-year award-winning veteran of RTO

By Jim Schebler, President/CEO, Premier Home Furnishings

One thing we seldom have to do as Premier Home Furnishings dealers is say "no" to our customers. That is because we have something for everyone, those interested in retail purchases and those looking for a lease-to-purchase plan. We've designed the business model that unites RTO and retail operations under one roof, and customers just can't believe the options we provide.

At first it seems counterintuitive to an experienced retailer or an RTO veteran to form such a marriage. Both have different approaches to customer service, merchandising and financing. But what Premier Home Furnishing dealers are learning is that retail and leasing aren't mutually exclusive mind sets. In fact, they complement each other. Walk into any Premier Home Furnishings store and surprise yourself!

What Makes the Difference
For starters, a Premier Home Furnishings showroom is larger than that found in a typical RTO store, starting with around 10,000 square feet to accommodate a greater variety of medium- to high-end merchandise. In addition to more space and more product selection, Home Furnishings stores attract a broad spectrum of customers. This expanded market is served by a wider array of financing options that neither RTO nor retail stores typically offer. Home Furnishings customers can finance what they buy through Premier or work out a lease-to-own arrangement.

Having such a diverse clientele brings about different customer relations. RTO dealers must adjust to the fact that retail customers don't come in to make regular payments. In fact, after a purchase it may be months or years before they return. Those coming from a retail background now may see their leasing customers weekly with each payment, therefore they need to establish a longstanding relationship with them that is reconfirmed often.

Finally, opening a Home Furnishings store requires a greater financial commitment. However, unlike RTO operations, retail revenues help dealers pay off leasing costs for a faster and greater return on their investment.

Once on board with this concept and committed to leaping outside of their comfort zone, Premier Home Furnishings dealers get the support they need from Premier to make a success of their hybrid venture. Premier has a proven system for helping them get into business – and flourish.

Two Types of Premier Home Furnishings Stores
Upon launching this variation on the original Premier Rental-Purchase concept, we have appealed to RTO dealers who want to own their own businesses and open stores. They come to Home Furnishings to combine their experience in lease-purchase with Premier's expertise in helping new business owners get their start, and they find our continued resources invaluable as a franchisee. They also turn to us for direction and assistance in expanding their RTO sphere through retail. We have effectively helped traditional operators turn into very unique owner-operators by bridging gaps through our education and support programs. We have chartered a course for them that is exceptional within the industry and within Premier and that begins by helping them change their RTO operational paradigms. The result is a deeply grounded, rewarding and successful business with benefits that are both professional and personal.

Recently, we also have reached out and gained the attention of established furniture store owners who already know the ins and outs of retail but recognize the need to now offer leasing payment options to avoid losing market share. By becoming a member of Premier Home Furnishings, these veterans of the industry learn how to incorporate these leasing options into their programs, enjoy better buying power through the Premier network of vendors and thus gain ground in competing with larger stores. They keep their established name but enhance their business and realize an alternative revenue stream that can make a difference not only in their ability to stay in business but also to thrive.

Premier Home Furnishings is a different kind of business. And it's catching on as more and more RTO dealers and established retailers realize the value of every customer and join the Premier family. Whether it's a superstore or something smaller, our owner-operators have an amazing potential to grow as long as they are able to manage major growth, take care of customers, and learn that the word "no" seldom is necessary.

Premier Home Furnishings – Those Things We Do
Premier Home Furnishings combines the best of lease-to-own with the best of retail to attract a wider range of customers and give them greater flexibility in products and payment plans. Many RTO dealers have begun to embrace the idea of offering more upscale merchandise that will appeal to retail customers and boost profits. And retailers are realizing the importance of adding lease-to-own payment options to capture more market share and improve their revenue stream in today's economy. Bringing the two together opens the door to success much wider.

Own a Premier Franchise.
What makes us unique is that we offer expertise not only in lease-to-own and retailing, we also offer the best franchising plan to make business ownership a reality NOW. We provide the same services and support for which Premier Rental-Purchase has earned its outstanding reputation:

• Assistance in creating a business plan
• An established track record with SBA loan institutions
• Resources to help with real estate, legal, human resources, accounting, marketing and purchasing needs
• Software designed for Premier Home Furnishings that encompasses all aspects of store operations, from inventory to customer payments
• A network of Premier dealers who are, above all, entrepreneurs eager to share their support and experience as a fellow business owner
• The philosophy that dealers deserve the independence to run their business the way they know will work

Established Retailers Welcome
Established furniture retailers that have built years upon a name and reputation in their area are finding stiff competition in today's economy. Many look for options to bolster their longstanding position in the market as well as grow. The addition of a lease-to-own component is a positive step for many, one that can be seamlessly incorporated into their business plan as they join Premier Home Furnishings. They know retail. We know leasing and have proven we can successfully marry the two.

• Keep your name and excellent reputation
• Increase your market share
• Increase your buying power
• Turn customers into leasing customers rather than turning them away

Ron Smith Opens New Premier Home Furnishings Store in Illinois
"I've always wanted to own my own store," said Ron Smith, who opened his new Premier Home Furnishing store in East Moline, Ill. earlier this year. A 20-year award-winning veteran of RTO, he also wanted to expand his reach. "I wanted to be flexible enough to cater to a broader market. In addition to just leasing merchandise, I wanted to add a retail component to my store. I wanted to have furniture for everyone, both leasing and retail customers. So many people won't walk into an RTO store because they are retail customers. I wanted to catch those people and meet their needs too. On the flip side, I wanted to give my leasing customers better options for merchandise. I wanted them to walk in and say, ‘Wow! This is really nice stuff.'" Premier Home Furnishings provided him with a way to do that.

Even though opening a store was second nature to Ron, having opened several stores over the years and participating in even more acquisitions, Premier was helpful to him both because he had the added retail dimension with Home Furnishings and also because of the assistance he received when it came time to prepare his business plan and find financing. And there have been continued benefits.

Smith said, "The biggest thing about Premier is that flexibility. They encourage me run my store the way I want to run it, choosing how I treat my customers, buying products I know they want."

Marc Butler Becomes Part of Premier with Sofas For Less
Since bringing his successful London-based sofa retail business to Orlando, Fla., Marc Butler has had to learn to "think American." He's adapted his model to serve a market that is less interested in the custom order business he was used to in the UK. He's had to re-focus, more on credit-based, quick turn retail. And to expand that market and respond to a downturn in the economy, he also integrated a lease-to-purchase program. But while most new RTO dealers long for independence from a corporate climate, Marc longed for some operational support. For that reason he joined Premier as a franchisee. It's enabled him to benefit from a variety of services while at the same time given him the flexibility he also wanted to run his own business.

"With the way Premier does it, I still have my own independence even though I am a franchisee. They give you a lot of leeway. They are quite relaxed. As far as I'm concerned, I get the best of all worlds. Jim Schebler has been very hands on, very patient and quite diligent in his way of describing things – especially when you consider that most of his other dealers have come from an RTO background. He taught me to get into the right mindset, came down and nursed me through the Premier software system and made sure I was on the same page. He doesn't have a problem talking through any situation I need help on and is very passionate about helping people get their business off the ground. I couldn't have found someone better to work with. And my business is running very well."

The Sieverdings Offer Premier Home Furnishings in Clinton, Iowa
Jamie Sieverding had been in the RTO business for 10 years, beginning as a delivery driver for Rent-A-Center. He was an assistant manager in Dubuque, Iowa when "one day out of the blue" Jim Schebler, president of Premier Home Furnishings, called and asked him to manager his new Premier Home Furnishings store in Clinton, Iowa. That was five years ago. He now co-owns it with his brother, Rick.

"Premier has been very helpful. They make it easy for individuals to open up and operate and offer good advice," said Jamie. He felt Premier played a big role in his graceful transition into business ownership and has appreciated support during the learning curve brought on by adding retail to his operational experience in RTO. And according to Jamie, Premier has continued to help them long after opening.

Jamie was among the first to jump at the opportunity to help Premier step out from traditional RTO and has watched a new market open up before his eyes.

John and Jodi Eibl Go Strong in Rockford, Illinois
Over his 20 years in the RTO industry, John Eibl has done it all, starting as a summer delivery driver and winding up as a regional director with 48 stores. He then started a new business with his wife, Jodi, opening a Premier Home Furnishing store in Rockford, Ill. and helping to launch what was then a new division in retail for Premier Rental-Purchase.

According to John, he liked the concept of blending the best of RTO with the best of retail in one operation, and valued Premier's approach to doing it. "It inspired me to start my business. I felt I could operate in both worlds, and that it is actually a good mix for people to shop in."

The opening of John and Jodi's 15,000 square-foot store went smoothly. He said, "Premier as an organization was extremely helpful with such things as preparing the business plan. They were very responsive to all start-up questions and needs and helpful with getting start-up supplies, computers, software and getting us started on the new software program." He also has used Premier's human resource and payroll services and has enjoyed having the buying power and nationwide contact with all Premier vendors as well as the camaraderie of other dealers.

John said business ownership is rewarding and has made his life easier. "There are stressful things with running a place, but you know you can conquer it. You are making the decisions and having fun with it."

The national office of Premier Rental Purchase is located in Williamsburg, VA. All Premier stores are independently owned and operated. Visit Premier's website at www.premierrents.net or call (800) 2Premier and ask for Jim Schebler.