Mastercraft Interiors, Ltd.

Selected as Retailer for

the Official Reproductions
for Mount Vernon
Award-Winning Contributor,
Quality. Among the top ten
National Trust for Historic
Preservation
markets in the United States,
BLUE CHIP CUSTOMERS
one market – Washington, D.C. –
President George Bush
Executive Office of the
leads all the others in furniture
President
The White House
The White House
sales per household.
Historical Association
The United States Senate
U.S. House of Representatives
In that market, one name
Office of the Architect
of the Capitol
Marriott Corporation
stands out as the leading retailer
National Security Council
Department of Agriculture
of high quality furniture and
Embassy of Canada
Embassy of Russia home furnishings.
Embassy of Italy
U.S. Naval Academy
The Pentagon Mastercraft Interiors, Ltd.
The World Bank
Colonial Williamsburg
Foundation
The Ritz Carlton Hotel
To some, becoming the leader
Governor Parris Glendenning
Governor George Allen, Jr.
in one of the country’s strongest
General Colin Powell
General Norman Schwartzkopf furniture markets would be a
Justice Clarence Thomas
Surgeon General
C. Edward Koop
mission statement come true.
Sen. George Mitchell
Ms. Mohamed Mubarak
(Egypt) But at Mastercraft Interiors,
Sam Donaldson
Gordon Peterson it’s only the beginning.
Roger Mudd
Arch Campbell
Lea Thompson
Willard Scott
Bob Ryan
William Saffire
Tom Clancy
Ted Koppel
Lynda Carter
Joe Jacoby
Mark Rypien ON THE COVER: Clearly and majestically, Mastercraft Interiors’ new 51,000 square foot show ro o m

Odonna Matthews anchors the center pavilion at Fair Oaks Mall in Fairfax, Virginia, with an imposing 2-level design,

Mic Fleetwood c re a ting an unusual third tier for shoppers who view the store from ground level.
 From The Principals
...........................................................................

THE YEAR 1999 HAS BEEN AN IMPORTANT YEAR FOR MASTERCRAFT INTERIORS — AND IT IS INDEED A YEAR OF CHANGE.  IN FAC T, A S

A N A LYSTS AND EDUC ATORS OF THE FUTURE WILL PRO BA B LY NOT E , IN 1997, THE FAMED “ BABY BOOMER” G E N E R ATION BEGAN ITS PEAK

EARNING AND BUYING Y E A R S .  U N D E R S TANDING HOW, W H E R E , AND WHY THIS MARKETING PHENOMENON MOVES A L O N G T H E

SAL ES CHARTS IS W H AT WILL INSPIRE THE TRUE V I S I O N A R I E S , AND THE GROWTH OF MASTERCRAFT INTERIORS, LT D.  OVER T H E

PAST 20 Y E A R S , MASTERCRAFT INTERIORS HAS RESPONDED SUCCESSFULLY TO DIFFICULT CHALLENGES — INCLUDING TWO S E R IOUS NAT I O N A L

RECESSIONS AND SEVERAL LOCA LIZED D OW N T U R N S . ALL REPRESENTED PERIODS WHEN WORRIED CONSUMERS COULD E A S I LY HAV E

DEFERRED HIGH END F U R N ITURE P U R C H A S E S . ALONG THE WAY, MASTERCRAFT MANAGEMENT MADE CREAT I V E , AGGRESSIVE DECISIONS

WHICH NOT ONLY HELPED THE COMPANY P RO S P E R — BUT ALSO SPURRED ITS GROW T H . BY VIEWING DOWNTURNS AS OPPORT U N I T I E S , T H E

C O M PANY AC QUIRED T WO KEY C O M P E T I TO R S IN THE 1980’S AND EARLY 90’S — KIMELS AND W E L L I N G TON HOUSE. M EANWH ILE MANY

OT H E R S , INCL UDING M A Z O R , WO O DWARD & LOT H ROP DEPA RTMENT STORES AND PREVIOUS HIGH END LEADER W. & J. S L OA N E ,

WITHDREW FROM THE M A R K E T  AS WE BUILD ON THIS EXPERIENCE, WE BELIEVE MASTERCRAFT INTERIORS’ O R I G I N A L , F O U N D-

I N G COMMITMENT TO QUALITY IS MORE COMPELLING THAN E V E R . AND WE’RE V E RY PROUD T H AT WITH ALL THE CHANGES GOING O N

IN OUR BUSINESS, THE MASTERCRAFT REPUTATION FOR FINE QUA LITY WILL BE A ROUND FOR A LONG, LONG TIME.

DOUGLAS GOMEZ, P R E S I D E N T DAN GOMEZ, EXECUTIVE VICE PRESIDENT

Startwith
avısıon Mast e rcraft’s success in the past two decades
was not built just from good instincts. It was estab-
lished according to plan. The company ’s pre s i d e n t
and exe c u t i ve vice president, Douglas and Dan
Gomez, are both MBA’s, and Dan’s background as an
examiner for the Comptroller of The Tre a s u ry
p rovides the company additional financial expertise
— vital to any enterprise, but especially important in
managing heavy asset and inventory control businesses
such as high end retail furniture.
Financial Vice President Dean Nelson has
established state-of-the-art intranet commu n i c a-
t i o n s , b a rc o d i n g , and inve n t o ry control systems
designed to minimize warehousing and accelerate
m a n a g e m e n t ’s ability to make smart day - t o - d ay
b u y i n g , m e rc h a n d i s i n g , and marketing decisions.
Finally, advanced human resource systems and
a family - owned atmosphere of positive employee
morale has resulted in reducing employee turnove r.
The company ’s managers average in excess of 15
years’ experience — much of it at Mastercraft.
Customer serv i c e, n o r m a l ly a re t a i l e r ’s stiffe s t
c h a llenge, is reliably high. Mastercraft engenders
e m p l oyee loy a l t y, which in turn results in lowe r
turnover and higher service productivity.
An eyefor
brillianceE a r ly in its growth the company recruited
interior designers and home furnishings experts whose
brilliance in selecting and accessorizing products estab-
lished M a s t e rcraft as more than a furniture store.
One of them, Carolyn Gomez, brought to the
company a special talent in attracting the country’s top
manufacturers — among them Kindel,Stickley,T h o m a s-
ville, Pennsylvania House, Henkel-Harris, Hickory
Chair, Drexel Heritage, Brown Jordan, and more.
She and her staff of talented buyers and design-
ers inspired these prized vendors to create traditional
furnishings with just the right flair for a changing
market. Ms. Gomez’ eye for color, style, and upholstery
design turned Mastercraft’s showrooms into idea
centers — where savvy customers could bring their
designers and their friends to see the latest in home
fashion. This “wo rd-of-mouth” marketing campaign
earned Mastercraft its current reputation as “the
place to shop” for a long list of celebrities and
historical icons, including The White House, George
Washington’s Mount Vernon Plantation, and The
National Trust for Historic Preservation.
Using insight
as foresight
As a market leader with imagination and vision,
Mastercraft Interiors understands the dynamics of
today’s changing consumer. Company president Douglas
Gomez has primary responsibility for marketing and
brings to the furniture industry experience that served
him well during his years with United Brands and
Nashua Corporation, two Fortune 500 companies.
Having studied Scarborough, Yankelovich, and
other consumer research projections, the company is
taking bold and exciting steps. In Janu a ry of 1998,
Mastercraft Interiors opened the first “anchor” size
furniture store in a major shopping mall — a 51,000
square foot 2-level showroom at Fair Oaks Mall in
Fairfax,Virginia.The decision to appeal to a broader and
younger mall shopper market was carefully considered
— and heralded by the trade press as a truly innov a t i ve
move for a “traditional, conservative” retailer.
The impact on sales was tremendous — not
only in the new and beautifully appointed mall store but
in all six stores across the chain — encouraging manage-
ment to plan a similar opening at Lake Fo rest Mall
in Maryland’s affluent Montgomery County.
LO C AT I O N S
Opportunity. The challenges
MARYLAND
ROCKVILLE
ahead are formidable. Customer
1428 Rockville Pike
301 770-0400
lifestyles are changing, and that
ANNAPOLIS
influences the way homes are built,
1405 Forest Drive
410 269-5530
furnished, remodeled, and redeco-
LAKE FOREST MALL
rated. An entirely new generation,
701 Russell Street
Gaithersburg driven by quality (including more
VIRGINIA quality time at home) is looking
FAIR OAKS MALL
Intersection I-66 & Rt. 50 for stores that share their feelings.
703 385-8822

ALEXANDRIA It’s a world of opportunity

615 N.Washington Street
703 684-1776 for Mastercraft.
FAIRFAX
Thomasville Gallery
10390 Lee Highway
703 273-7800

CORPORATE
HEADQUARTERS
6800 Distribution Drive
Beltsville, MD
301-595-4422
 LTD

6800 Distribution Drive · Beltsville , M a r yland · (301) 5 9 5 - 4 4 2 2