Barbara Turf On The Crate & Barrel Merchandise Philosophy

Furniture World Magazine

A vital part of Crate and Barrel for more than 30 years, Barbara Turf has been and continues to be -- a driving force behind the creation of the Crate and Barrel look and the future direction of the company. In the following conversation, Barbara Turf discusses from a merchandising perspective the environment of Crate and Barrel's distinctive look and how she envisions this look going forward. "I have always felt that one of Crate and Barrel's strengths has been its willingness to evolve as a retail chain. Although it has kept a consistent point of view -- that of good design, affordably priced -- it has changed throughout the years to reflect the life-style changes of its customers. In the '60s, Crate and Barrel gained its reputation with inexpensive glassware, wooden trays, bowls, platters - merchandise imported from Europe that was utilitarian, yet well designed. In the '70s, the gourmet craze hit and our kitchenware section burst with everything from Cuisinarts to pasta machines. The '80s saw the return to a more formal and glamorous lifestyle, and showed the willingness of our customers to pay a higher price for a product of even better design and quality. Now in the '90s, I feel the necessity to coordinate our furniture and accessory divisions so that our customers can find in either one, products with the same level of taste and value. Both furniture and accessories will be chosen with the same point of view -- that of more warmth, more softness than was evident in the past. One important adjunct to this return to romanticism will be the improvement and enhancement of our nationwide bridal registry. The resurgence of the wedding as an institution and ceremony is very important to our choices in merchandise and design. I also want to insure that as much product as possible is unique to Crate and Barrel, and can be found only at our stores. We believe this will make us stronger retailers and enable us to give even better values to our customers. And isn't that what we are all working for?" In February 1996, Barbara Turf was named president of Crate and Barrel. Prior to this, as executive vice-president in charge of merchandising and marketing, Turf was responsible for overseeing the selection of all home furnishings accessories and furniture sold throughout the stores and the catalogue division. In this capacity Barbara has traveled extensively overseas on regular merchandise missions and has guided her staff of product managers in working with foreign and domestic vendors. Barbara Turf 's association with Crate and Barrel began in 1967. As a junior high school teacher, she took a summer job as a sales associate at the first Crate and Barrel store in Chicago's Old Town. Soon afterwards, Turf left the teaching profession to become a full-time sales associate, and eventually the store manager of Crate and Barrel's second store in Plaza del Lago. Turf later opened the company's Oak Brook store, the first in a major shopping center. Working hand-in-hand with Gordon Segal for over 30 years, Barbara Turf has been instrumental in helping to create the Crate and Barrel look as well as in determining the future direction of the company. Most recently, Turf has led her merchandising team in the development of the company's furniture division and the merchandising of its newest, largest stores which combine furniture and housewares. A graduate of the University of Illinois, Barbara currently resides with her husband and three children on Chicago's North Shore.