Bob Sherman: Vermont Store Fixture

I arrived at the Vermont Store Fixture Corporation (VSF) offices in Danby with eyes wide open. Owner Bob Sherman took me around the buildings. He is especially proud of the offices which were renovated five years ago and are beautifully finished in pine and oak trim. It is an open barnlike structure that feels like, well, Vermont. It's no wonder that worker turnover is low at this business. Sherman is in touch with a very basic element of business ownership create a positive and comfortable work environment and the employees will give you a good return on your investment.

VSF manufactures custom wood displays and fixtures for commercial accounts. Targeted customers include major retailers and supermarket chains along with many other major businesses with a need for custom woodwork on a repeat basis. VSF products include point of purchase displays found in retail stores such as Timberland, Orvis and Shaw's, Sherman began his fixture industry career in Bergen County, New Jersey When he wanted to expand the operation in 1978, he looked at Vermont because he had a vacation home here and he was looking for a quality place to raise his family.

After an extensive site search, Sherman settled on a commercial location in Danby just near Route 7. With financing assistance from the Vermont Economic Department Authority (VEDA), the new building was erected. VEDA was created to promote economic prosperity and increase employment through the operation of a variety of financing programs.

VEDA works closely with the State of Vermont Department of Economic Development and the state's Regional Development Corporations to assist companies wishing to expand or relocate their businesses in Vermont. According to Sherman, "if it weren't for VEDA, VSF would not be in Vermont."

The location has been excellent. It is centrally located to service most of the regional New England accounts. From a transportation standpoint, Route 7 provides easy and convenient access for company trucks to the major highway corridors of Interstate 91 and Interstate 87.

The business continued to expand in the '80s and in 1988, the main building was renovated. Sherman recalls 'the permitting process at that time was relatively simple. Also, CVPS (utility company) worked closely with VSF to develop an energy efficiency plan for the new buildings. CVPS, continues to work closely with VSF on any power concerns relevant to the business.

The need for more manufacturing capacity led to yet another addition in 1995. Current employment now totals 70 service oriented professionals. Sherman is amazed at the quality of the labor force in this area. If not for the talented labor pool, VSF would not be where it is today. The business is committed to the quality training of its work force. Each employee is cross trained and can handle the work of other positions within the company.

VSF works closely with the Stafford Technical Center in Rutland. The program works directly with local high school students to facilitate the transition to work upon graduation. The training provided at Stafford has been a tremendous benefit to VSF.

While not quite an "environmentalist," Sherman realizes the value of the environment as part of his overall business plan. From an operations stand point, the manufacturing plant in Danby is a simple and non polluting process. As an employer, he says that most people who live and work in Vermont are here because they want to be. They put a high premium on access to year round outdoor activities, the four seasons and a "quality of life" the region affords. In this respect, he is no different than the people he employs. Sherman's commute to work every day from his farm compares favorably to the daily commute of the average New Yorker, he jokes.

Sherman has also found over the years that there is significant marketing value added to doing business in Vermont. Customers associate quality and environmental value with products coming from Vermont. The business marketing plan has always focused on the manufacturing process based in Vermont. VSF uses a New Jersey location for a local sales office, truck terminal, wood shop and installer's home base.

Business success and growth at VSF is tied directly to the regional and national economy. Despite the current downturn in the economy, the business is stable due to strong repeat business. The challenge will be to add new customer base to the existing clientele. The VSF sales force is constantly on the road meeting with customers, viewing store sites and attending trade shows.

Sherman was asked, "Looking back, is there anything you would have done differently?" He said, "Absolutely not. I have had the opportunity of a lifetime to grow my business in the beauty of Vermont. I have been able to work with a uniquely talented group of people and make a top quality product using Vermont resources. Most important, I have been able to raise my family in a healthy and safe environment. I would do it all over again just the same way."

Copyright Boutin-McQuiston, Inc. Dec 01, 2002
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