What Do You Do When It’s 50 Below In Canada? Make Hip, High Quality Urban Furniture And Then Ship It To Warm Places.

Furniture World Magazine

As the rest of North America fights its way out of a cold snap, both in terms of the weather and a manufacturing sector that is in a deep, deep freeze, Jeff Golfman is basking in the warm glow of his company’s success in the Canadian manufacture of furniture that is well made, affordable and undeniably hip. “We’re a proudly Canadian company that’s been out there just over a year and even though the rest of the sector is suffering some serious problems, we really feel that we’re just getting warmed up,” says Jeff Golfman, President of PULSE Furniture Design and a third generation furniture maker with strong ties to his own hometown. Jeff is referring to a manufacturing industry that was down 30% last year, with more and more manufacturing companies moving to other countries where wages are a full 80% less than what they are here. In that climate, PULSE has doubled in size, sales are up 200% from 2003 and the company has now sold over 1000 pieces. “Our growth and the heat we continue to generate across North America is a testament to the fact that you really can buy local and buy quality, without it costing an arm and a leg,” he says. “So while the rest of our industry seems to be packing up and moving to China or other countries, we continue to prove that there is really a niche for us in North America.” It’s no wonder that consumers and retailers alike have also bought into the fervour created by the “Canadian company that could”, PULSE. With names like Babette, Ace, Frank, Luna and Edwin, PULSE (Positive Urban Lifestyle Experience) is all about furniture with personality and style without sacrificing quality, at prices that consumers rave about, with infinite “build your own” options and an unbeatable warranty. Further proof; PULSE recently conquered all of Canada, with a retailer in every major city, has made major inroads in the US market and is about to set up shop somewhere a bit warmer, in Mexico City this March. “Who knew a place so cold and a place so hot would have something in common: a desire for furniture that’s hip and doesn’t cost the world.” says interior designer Terry Doyle, owner of Vancouver’s ARCHITERIOR. He’s the man with a home in Mexico and the brainchild behind Arcdeseno, the soon to be opened hot new furniture store in Mexico City. “We know that the urban dwellers of Mexico City are going to love PULSE because they crave style and quality just like most North Americans, and are very cosmopolitan in their tastes. I can’t wait to offer this cool line of furniture, it’s going to fly out the door like hot tamales.” “I personally think it’s because Babette just wants to go south for the winter and get out of the cold,” adds Golfman, joking about of one the “sassiest” members of the PULSE Furniture family and her love of Mexico. Golfman is very happy to keep his manufacturing base on the Canadian Prairies. “Our company is here to stay, even if it does get a bit cold on occasion,” says Golfman. “We aren’t the hotspot of North America weather-wise, but we do pride ourselves on handcrafted furniture made with fair trade, friendly staff who really do answer the phone when customers call, superior quality and unbeatable Canadian materials.” Boris Matas has bought into the PULSE difference and thinks Canada has a great future in this sector. “It’s the superior quality of the Canadian materials and that “can-do” attitude that attracted me to PULSE in the first place,” says Boris Matas, a skilled Advertising Art Director/Creative Director who used to design ads for IKEA and Umbra and now runs his own furniture shop on Queen Street East called Move Up. “Those two elements, coupled with our world class design community, are what will make Canada an international leader in this sector. After all, what else is there to do when it’s 50 below?” PULSE is sold only through approved retailers and designers who gain exclusivity in their population base of up to 2 million people. All the furniture designs start at $700 USD wholesale and are shipped within 3 to 4 weeks, with some models shipping the next day with PULSE’s Quick Ship Program. Consumers can create their furniture with the PULSE exclusive Build Your Own Program that allows them to choose cushions, legs, foams, frames and fabrics. Consumers are even encouraged to supply their own fabrics. There are 50 frames in 12 different family groupings, 70 legs and hundreds of fabrics so the combinations and permutations are endless. PULSE Furniture is manufactured in Winnipeg by Regal Furniture Manufacturing who has been making residential furniture since 1972. Regal, run by Chuck Golfman, Jeff’s Dad, operates out of a 50,000 square foot facility and has over 250 retail and hospitality accounts.