Almog Lieber
Berg doesn't sell bunk beds, it sells bedrooms
By Gerri Hunt -- Kids Today, 5/1/2010 12:00:00 AM
Who: Almog Lieber, vice president, Berg Furniture
Background: Berg Furniture has its roots in Israel 60 years ago, where Lieber's father learned the furniture business. The company expanded overseas with three branches. Lieber's father founded Berg East, while Berg West and Berg Canada were started by others, but eventually closed.
Lieber joined the family business in the '80s, “when the phone calls began coming every week” from his relatives. But just because he was family didn't mean he had it easy. “I did it from the bottom up. I cleaned, assembled and delivered units, and made product and shipping schedules.”
Design: Berg makes bedrooms based on a concept of “a very creative environment to inspire kids to be curious, creative and to offer various possibilities of storage and practicality. We don't sell bunk beds, we sell bedrooms,” said Lieber, adding that putting it all together in one design is a challenge.
“We brought design from Israel, and it took off nicely here,” he said. “There were no new designs, and at a certain point, we decided to do it all here (in the United States) so there's nothing left of the old design.”
Lieber approaches design with his children – now 17 and 19 – in mind. “They're my major influence. I always ask myself how they would fit into it, how they would use it.”
His favorite design is the Play and Study unit, which maximizes function using minimum floor space, combining practicality and fun all in one piece. The Play and Study units all come with a loft-style twin bed, a full-size desk, play room, and plenty storage space.
Berg's bedrooms are in the medium-to-upper price range, and are sold through retailers from small independents to larger full-line furniture stores.
The Challenges: Berg originally imported components and assembled the furniture in the United States. But when defective components started piling up, executives realized the problem would compromise the company's reputation. After searching for suppliers in other countries, Berg decided to stop importing in 2006.
“It was a hard decision, because it cut a big chunk of our profit. But we're proud we're swimming against the current and establishing a quality product made in the United States,” Lieber said. “It's a disadvantage that the cost to do everything here is not like doing it in China.”
That led to another challenge, “fighting the culture of price, price, price, without looking into the product. It's a challenge for everyone in our economy.”
Also on Lieber's challenge list for Berg: Continually working to develop and increase its market share.
The Play and Study is a combination of fun and comfort. The system features a unique interior hideout to hang out and play in, a twin-size loft bed with a unique vantage point, and Berg's Signature Staircase which adds safety, comfort and additional storage.
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