On road to success

By Nathan Johnston
FRANKSTONDandenong Road is home to dozens of retailers and the first place many buyers head for when looking for furniture.
Some stores are part of nationwide franchises while others, like Urban Rhythm, are local familyowned businesses which have found their personal niche.
Sam and Vicky See started the business in Frankston 28 years ago, when it was known as Country Home Furniture.
New stores opened in Cheltenham, Richmond and Dandenong, before the original store closed and the new Urban Rhythm identity was born.
Dandenong store manager Lynda Henderson said the business maintained its loyal following and attracted the second generation of customers.
“The only way to build a business is to be very conscious of your market and appreciate what people are looking for. If you can get that right, people will keep coming back.”
Ms Henderson said the store in FrankstonDandenong Road was Urban Rhythm’s biggest, and that being among other furniture retailers was good for business.
“Everyone knows the businesses are here, and Dandenong is a great location.
“It’s close to the freeways and provides easy access for people from the Peninsula, Gippsland and the eastern suburbs.
“It’s an advantage, definitely. I don’t see it as competition. Every store has a point of difference. Ours is that we have a lot of Australianmade and designed furniture.
“We’re proud to say most is Australian made, and a lot of people appreciate that. The majority is made in Melbourne’s metropolitan areas, including Dandenong,” Ms Henderson said.
“We use solid Australia timber, red gums and jarrah, Tassie oak, mountain ash, as well as reclaimed timbers.”
Ms Henderson said customers were also welcome to come up with their personal designs.
“If it’s not on the showroom floor, it can be custom made to order. It usually takes six to eight weeks.
“It’s a very consumerfriendly business and we cater for everyone.
“We also sell a lot to young families. It’s relaxed lifestyle furniture,” she said.
“There’s no point going into stores where everything looks the same.”