Successful Florida Businessman Turns His Attention To An Industry Hard Hit By The Recession

When Inc. Magazine named Common Sense Office Furniture one of the fastest growing companies in the US, they might have asked President/owner Craig Caswell “what’s next?” Caswell has made the list for the 2nd straight year with a new approach.
By: Sandra Gehring
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* Hospitality

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Nov. 16, 2011 - PRLog -- Orlando, Florida-

Craig Caswell knows that the key to success in any commodity business is serving the customers’ need for better values and better services. Selling office furniture is a commodity business. Selling furniture to hotels is also a commodity business. And now one Orlando based executive plans to utilize the commonality of the two industries to launch the new Hospitality Furniture Solutions. And just like Caswell’s successful Common Sense Office Furniture, value and service will be the hallmark.

Caswell’s launch of the new Hospitality Furniture Solutions couldn’t come at a better time. New research indicates that spending by U.S. hotels on improvements is expected to increase 30% to $3.5 billion in the next. It's the first increase since 2008 and is driven by a recovery in customer demand and a push from national chains, according to the research from NYU’s Tisch Center for Hospitality, Tourism and Sports Management.

After years of holding off on improvement, hotels must now update common areas like lobbies and restaurants, and upgrade banquet furniture and outdoor spaces to stay competitive.  As Caswell explains, his new Hospitality Furniture Solutions will use his existing Common Sense Office Furniture infrastructure and know-how to provide a product and service that hotel operator’s need.  

According to Caswell; “I’m very excited about the timing and the synergy. We already have the warehouse, trucks, delivery people, and computer programs…it mirrors the office furniture business – so it makes perfect business sense to expand into the hospitality market.”

Caswell’s Common Sense Office Furniture has been outstripping the competition with exemplary service since its humble beginnings in 1997. “I can’t tell you how often a customer says that we’ve gotten back to them long before anyone else” Caswell adds. “This is the most critical element of making any business successful because good service in any industry is a competitive advantage.”

Making smart use of existing resources is also a competitive advantage for his new Hospitality Furniture Solutions. Caswell reports that cost will be a critical issue in the hard-hit hospitality business and his ability to tap into existing resources like staff and experience will be a key element in competitive pricing.

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