Dufresne Swan River is celebrating a milestone anniversary, having been in business in the Valley for 25 years. Store Principal Dee Palsson started the business up after transitioning a family business into the Dufresne line.
“I worked with my stepfather, Gordon Shaver, and he decided to retire,” said Palsson. “He ran a mom-and-pop kind of store, Currie Furniture. When it came time for me to decide to invest in that franchise, I knew I had to think outside the box, because as far as buying power, I knew we would need a little more lift. We talked to the President of Sealy, and he put us in contact with Mark Dufresne, because he thought it would be a good fit.
“I went to meet with Mark in Winnipeg and liked how he presented himself. He was personable, family-oriented and that made me feel comfortable. It didn’t feel like a big corporate store. I came back to Swan River and decided to partner with him.
“We held a sell-off from January to April, then did our renovations in May and opened up in June, and here we are,” said Palsson.
When it comes to helping customers find the perfect furniture for their home or a good quality bed to sleep in, Palsson prides her staff and herself on the efforts they put into helping the customer make the right choice. Although times have changed and some trends have too, today’s customer has a lot more options when it comes to buying furniture and appliances.
“I’ve been doing this for many years and I’ve found that you have to listen to what people want and guide them as best you can,” said Palsson. “Sometimes customers have an idea of what they think they want, and it’s our job to help them make the best decision when it comes to choosing furniture based on a variety of factors such as their flooring, colour of walls and what else is in their home. Because, at the end of the day, we want them to be happy with their purchase and make it a part of their home. Also, when people go into a guest’s home and they ask where they got it from, we want them to know it came from Dufresne.
“Back in the day, people went with white appliances, and now we see the demand for stainless steel and coloured panels. There are just so many options now. With a customer order program through our Canadian suppliers, we can order almost anything our customers want. We have a lot of selections of sofas to choose from.
“Even in our bedding area has grown over the years,” said Palsson. “Customers have come to realize how important a good night’s sleep is, so people are investing more in quality beds, whereas back in the day, people just bought a bed. Now, we have a Sleep Centre and we are all certified sleep experts, and we have to be to sell a bed with Dufresne. There is a training program our staff completes and it helps us to fit a customer to a bed. It’s no longer how many coils are in the mattress anymore, but it’s based on getting the customer in the right type of bed, whether it’s firm, soft, or medium. Buying a bed is a huge decision and is more of a need than a want.”
Palsson knew that in order to succeed in business, she would have to grow the business by expanding her customer area. She was instrumental in thinking outside the box and found ways to bring products to markets that had very limited options.
“We have a 5,000 trading area with Swan River as the hub,” said Palsson. “We always must be creative because to be profitable, we can’t just do deliveries in our area. I first started up in 2000, and from 2001 to 2005, we went to The Pas with trailers. We would set up in Opaskwayak Cree Nation and sell furniture.
“A lot of the elders don’t travel, and as we went up there, Dufresne got known. Our business grew from that and to this day, our trucks go up there regularly. We’ve gone into Saskatchewan and delivered as far as Yorkton. Then on the other side, we go as far as Winnipegosis. This has all been through getting our name out there and word of mouth. We had to get to know our customers because we don’t get the traffic like the big city stores do and as a result, we had to build strong relationships with our customers to earn their trust and have them keep coming back.
“The other part that helps the business is that we offer servicing here,” said Palsson. “Dean Henderson does all our service and has done it since we opened. The big box stores aren’t like that. Most customers have to send stuff away to be fixed or call a 1-800 number. Here at Dufresne, our customers call us and we look after them. That has been a huge advantage for us.”
Owning and operating a business in a rural northern community, Palsson knows the importance of developing and maintaining a strong relationship and trust with customers. With big box store competitors and less populated areas to serve, she has prided herself on establishing loyal returning customers and that has led to her success in business.
“We put a great emphasis on acknowledging the customer when they come into the store,” said Palsson. “My staff have all been trained to greet customers within the first couple of minutes. I base this on my own experience as a customer. I know if I go into a business and I’m not greeted right away, it just doesn’t feel right.
“Customers tend to go online to see what is available for options and I find are more educated about the products as a result of that. We never saw that before. After spending 25 years here, I find that every day is different and as staff, we have to grow. The consumer now is coming into the store knowing the product details, which means staff have to know it as well. If we don’t know all the specs on something, then we look into it for the customer.”
When it comes to finding the perfect staff, Palsson has been successful in recruiting and retaining employees. Many of her former employees got their start working for her at Dufresne before finding their career path. She has always treated her staff like family and still has strong personal relationships with many of her former staff.
“Over the years, I’ve had excellent staff,” said Palsson. “I’ve had some leave to try other things and then come back to work here. Others have stayed for several years before moving on to another career. People stayed because I treated my staff with respect and like family. It’s very much family-oriented here, because we all know each other’s family, kids, and have spent time together outside of the workplace. I still keep in contact on some level with the majority of my former staff. We’ve formed friendships that have continued long after their time here at Dufresne.
“One former employee who was instrumental in helping me develop the business was Lloyd Barabash. When we came over from Curries, we had to lay off staff and rehire. In that process, we hired Lloyd and he worked here for over 10 years. He was like my rock. I was around 34 years old at the time I started this business, and he gave me a lot of inspiration and guided me through things. He was wonderful to have as part of the team and his presence here is still missed. He still comes in and talks to us, and that is great.”
With this 25-year anniversary, Palsson is looking toward the future of Dufresne and finding a succession plan before she retires.
“Being a store principal, I’ve reached a point where I know I have to think about the future,” said Palsson. “I’m not ready to retire right now, and I plan to stay for a few years. In that time, I would like to find a successor. Someone I can work with to help grow the business and then take over.
“Dufresne has implemented a program with their store managers that is modelled after our store, which I’m very proud of. They hire a manager and depending on how they do, they are offered an opportunity to become a store principal. This allows them to have a financial stake in the business, instead of trying to buy into a franchise. I’ve always had a stake in the business and found it made me work that much harder over the years. It helped me to make this my store and do all the local community things I was able to do while in business.
“Every day is different, and I have to say, I’ve really enjoyed the people I have met through the store,” said Palsson.