Mengel Mid-Century Modern (MCM) Furniture
1877 The founding of the Mengel Company
Charles Christopher Mengel, born on October 20, 1850, in Gloucester, Massachusetts, became a prominent figure in business, notably in Louisville, Kentucky, where he co-founded Mengel Furniture, leaving a lasting impact on the manufacturing landscape.
After relocating to Kentucky in 1875, Mengel initially worked in plug tobacco manufacturing before venturing into the box and lumber industry. His influence extended to the production of boxes and the exploitation of mahogany, notably in regions like Yucatan, Mexico, and West Africa.
Beyond business endeavors, Mengel actively participated in civic and social organizations, holding positions such as President of the Louisville Board of Trade and member of the Pendennis Club and the Salmagundi Club. His writings on economic matters helped maintain order during turbulent times and shape working-class perspectives.
On a personal level, Mengel valued family. He married Emily Mason Tryon in 1882 and raised five children, including sons Charles C. Mengel Jr. and Frank Tryon Mengel, who continued his legacy.
According to The Four Keys of Kentucky, published in 1949, the Mengel Company was founded in 1877 by Col. C. C. Mengel with about 35 employees. Initially, the company produced tobacco packing boxes and vegetable crates. By 1899, it was incorporated as The Menge Box Company, boasting around two hundred employees. The principal product at the time was tobacco boxes for packing plug tobacco. In 1920, the corporation's name was changed to The Mengel Company.
By 1949, the company employed approximately 4600 individuals across nine states. Its subsidiaries included Mengel West Africa, limited, engaged in logging and sawmill operations in British West Africa, and a joint venture with United States Plywood Corporation, which operated plywood warehouses in eleven cities.
The company's principal products included furniture, wood boxes, veneer, doors, kitchen cabinets, industrial wood parts, boxes, hardwood plywood, mahogany, and corrugated shipping containers. In 1902, the Box Company completed construction on the large pail stave factory and band sawmill in Hickman, Kentucky, before focusing on enlarging the veneer mill to increase capacity by fifty percent.
Clarence R. Mengel, the younger brother, born in Gloucester, Massachusetts, in the early 1860s, worked alongside his brother Charles C. (C. C.) in their father's plug tobacco factory in Louisville, eventually transitioning into box manufacturing. Clarence's responsibilities expanded into lumber procurement and management, while C. C. managed the thriving box-making business.
Their success led to the formation of C. C. Mengel, Brother Company, with operations in Tennessee. They later ventured into hardwoods and mahogany, catching the attention of the American Tobacco Company. Clarence was elected president of the Mengel Box Company, overseeing mahogany operations in Africa and British Honduras.
Clarence's hands-on approach and family-oriented lifestyle were instrumental in the company's growth. In 1902, he, C. C., and Arthur L. Musselman formed the Richland Parish Lumber Company, further expanding their timber operations in Louisiana.
The Mengel brothers' entrepreneurial journey, documented in publications like the Hardwood Record (1902) and "A History of Kentucky and Kentuckians," exemplifies their enduring business and community development legacy.
Morris Sanders and Mengel Modular Furniture
Morris Sanders featured in Life magazine 1946-09-23 Vol. 21, No. 13
Morris Sanders, an architect and designer renowned for his innovative contributions to furniture engineering and modular design, collaborated with the Mengel Co. to develop the Module flexible furniture system, a revolutionary concept in interior design. Sanders' modular furniture system, based on interchangeable parts and meticulous craftsmanship, allowed for innumerable configurations tailored to individual preferences. Constructed from resilient materials like resin-bonded mahogany plywood and solid mahogany, Sanders' Module units offered unparalleled versatility and ease of assembly. The furniture could adapt effortlessly to various spatial requirements, from horizontal to vertical. Sanders' pioneering approach to furniture design has left a lasting impact on the industry, influencing trends and practices in engineering and consumer preferences.
In a groundbreaking article from House & Garden (1901), the innovative concept of modular furniture takes center stage, spotlighting Morris Sanders' visionary Module system and its collaboration with Mengel.
Rooted in a "modulus" or unit of six inches, this modular system allows for assembling various furniture pieces, including chests, bookcases, desks, and more, in virtually any size or combination, whether horizontal or vertical. The standardized units can be easily connected using a bolting system with a connector and calibrated holes, requiring only a small coin as a tool.
The Birth of Module Furniture: Morris Sanders spent nearly a decade transforming the concept of modular furniture into a tangible reality. The Module system simplifies furniture design by associating each piece with a mathematical unit, ensuring interchangeability, proportionality, and ease of manufacturing.
The Mengel Collaboration: Sanders' Module units, crafted from durable resin-bonded mahogany plywood and solid mahogany, have sparked a sensation in the furniture industry. Mengel, renowned for its quality craftsmanship, joins forces with Sanders to bring this innovative furniture line to life.
Versatile Configurations: Module units offer unparalleled versatility, allowing endless combinations to suit individual preferences. These units can be arranged horizontally or vertically, with interchangeable features like legs, drawers, doors, and shelves. Assembly and disassembly are effortless, as the furniture pieces are securely bolted together.
Architectural Solutions for Storage: Architects like Ernest Born recognize the potential of modular furniture in addressing storage challenges. Born collaborates with Mengel to design modular rooms for Breuner's, California, incorporating efficient storage solutions into the architectural blueprint.
Practical Applications: The Module system finds practical applications in various settings, from a lady's dressing room to a child's bedroom and dining space. In a child's room, open shelves and drawers provide ample storage for garments and accessories, while in a dining room, sliding panels and deep cupboards cater to the storage needs of dining essentials.
Architectural Character: What sets Module Furniture apart is its architectural character, making it more than just functional pieces but integral interior design elements. Architects like Born appreciate its architectural essence, elevating it to the realm of excellent furniture.
Endless Possibilities: Module furniture offers a blueprint for efficient storage solutions without compromising aesthetics. Its adaptability and structural integrity make it ideal for modern living spaces seeking style and functionality.
The line's introduction in select department stores has garnered significant interest from designers, manufacturers, and consumers alike, signaling a shift towards modern, functional-minded furniture solutions.
Mengel Modular Furniture – the Mengel Module
The Mengel Module featured in Interiors magazine 1946-09: Volume 106, Issue 2.
The Mengel Module system, a collaborative effort between visionaries like Morris Sanders and renowned furniture manufacturers, signifies a groundbreaking shift in interior design. The modular furniture system developed by architect Morris Sanders embodies innovation by embracing principles of standardization and flexibility. This study delves into the foundational concepts of the Mengel Module, including its modular unit design and standardized elements, through a critical analysis of Sanders' design philosophy and influences such as Eli Whitney's standardization concept.
As detailed in the article, the Mengel "Module" system boasts innovative design features and versatility. Made of resin-glued mahogany and based on a six-inch module, the units offer precise dimensions and easy assembly using specially designed metal connectors. Various components can be combined to achieve diverse configurations, providing unmatched flexibility and aesthetic coherence.
Embracing a standardized, modular approach, Mengel Module diverges from traditional furniture design by prioritizing flexibility, customization, and ease of assembly. Its commitment to modular design principles allows for seamless integration of standardized elements, offering consumers endless customization possibilities. The modular unit design and standardized parts like spacer bracers and module connectors underscore the precision and craftsmanship inherent in module furniture.
The genesis of the Mengel Module can be traced back to Sanders' early experimentation with interchangeability in furniture design, influenced by factors like his childhood fascination with erector sets and the pioneering work of Eli Whitney. This historical context illuminates the formative influences that shaped the Mengel Module's development, highlighting its revolutionary nature within interior design.
As the Mengel Module prepared to enter the market, it heralded a new era characterized by standardization, flexibility, and innovation in furniture engineering. By embracing modular design principles and standardized elements, the Mengel Module promised to transform consumer behavior, industry practices, and the future trajectory of furniture design. In conclusion, the introduction of Mengel Module underscored its transformative potential within contemporary furniture design, offering valuable insights for future advancements in the field.
In a Home and Garden article from 1947, states, “Architects have long felt that the houses they designed should include a thorough and imaginative solution of the whole storage problem. Blueprints, they believe, should not only provide well-designed closets for clothes, but should also include drawers and shelves aplenty for everything that needs to be stored from china and linens in the dining space to stockings and hats and belts and the like in the dressing quarters. Modular furniture, such as the units here made by the Menge] Company, is one answer to this crying need. To take advantage of architectural thinking on this storage problem, the Oakland store, Breuner's, asked top-flight San Francisco architect, Ernest Born, to design a series of rooms around storage problems and to solve them with Menge Module. ‘What appeals so to the architect in Module,’ says Born, "is the character of the units which are essentially architecture rather than furniture; because it has this character, to him it is good furniture.”
This strategic alignment with a rapidly expanding sector further solidified Mengel's position as an industry leader. Additionally, recognizing the potential in the furniture industry, Mengel began selling veneer and plywood surplus to furniture manufacturers, marking its foray into furniture production. By 1928, automotive parts emerged as the largest segment of Mengel's operations, reflecting the company's successful adaptation to evolving market trends. Leveraging its reputation for quality craftsmanship and utilization of fine hardwoods, Mengel expanded its product range to include bedroom furniture by the early 20th century, further establishing itself as a prominent player in the furniture industry.
The Voit Administration (1939-1946):
During the Voit Administration, spanning from 1939 to 1946, Mengel Furniture underwent a transformative shift in its strategic direction. With a keen eye on the burgeoning furniture market, the company redirected its focus towards manufacturing furniture, initially starting with novelty furniture before transitioning into the production of bedroom furniture. This strategic pivot underscored Mengel's adaptability and commitment to meet evolving consumer demands.
In a pivotal move in 1946, Mengel launched a national marketing campaign to promote its "Permanized" brand, signaling its official entry into the consumer furniture market. This bold step marked a significant milestone for Mengel as it positioned itself as a contender in the competitive consumer furniture landscape. Furthermore, under the Voit Administration, Mengel integrated its manufacturing operations, streamlining processes from raw materials to finished products. This vertical integration enhanced efficiency and facilitated greater control over product quality.
Concurrently, Mengel expanded its furniture line, introducing diverse offerings to cater to varying consumer preferences. Moreover, recognizing the importance of direct sales, Mengel established channels to directly engage with the retail trade directly, further solidifying its foothold in the furniture market. Overall, the Voit Administration was instrumental in propelling Mengel Furniture into a new era of growth and prominence within the consumer furniture industry.
Mengel Furniture’s Mid-Century Modern Boom (1946-1960s)
The Mid-Century Modern Boom marked a transformative era for Mengel Furniture, characterized by innovative design, strategic production practices, and a commitment to brand excellence. The company's approach to furniture design epitomized collaboration, drawing on a diverse team of designers, including full-time staff, contract designers, and independent creatives.
This collaborative effort yielded a range of dynamic and diverse products, with one standout innovation being introducing the "Module" line. This line featured interchangeable furniture units, empowering customers to personalize and adapt their furniture arrangements to suit their evolving needs.
Mengel prioritized efficiency and cost-effectiveness, producing bedroom furniture in sizes ranging from 500 to 1,000 suites, each comprising multiple pieces. This approach aimed to strike a balance between inventory turnover and production expenses. To further streamline operations, meticulous production scheduling was implemented, with master shipping schedules developed to cover six-month periods and revised monthly to align with customer demand and minimize inventory levels.
Mengel pursued national brand recognition and consumer engagement in marketing, emphasizing sales through retail stores. The company strategically discontinued manufacturing furniture for other companies, focusing exclusively on its branded products. This decision facilitated increased economies and allowed for extensive product line extension. Mengel's production process, encompassing kiln drying, rough milling, finish milling, assembly, and finishing, was meticulously managed to ensure optimal efficiency and quality.
Selective distribution policies were also implemented, prioritizing quality over quantity by choosing dealers in major cities and introducing written franchise agreements to maintain brand integrity and pricing consistency. Furthermore, substantial investments were made in consumer advertising, trade promotion, and retail support materials, underscoring Mengel's dedication to growth and brand reinforcement.
During this period, Mengel encountered challenges in maintaining profit margins despite increasing sales, prompting a reevaluation of products, production costs, and merchandising strategies to adapt to shifting market conditions. Nevertheless, Mengel Furniture thrived in the mid-century modern era, embracing the design trends of the time and transitioning from traditional styles to the clean lines and simplicity synonymous with mid-century modernism.
Inspiration from Mid-Century Modernism:
Mengel Furniture's mid-century designs epitomized the ethos of the broader mid-century modern movement that flourished during the 1950s and 1960s. This design movement was rooted in the post-World War II era and emphasized simplicity, functionality, and a departure from excessive ornamentation. Influenced by architectural trends like the Bauhaus and International styles, prioritizing the fusion of form and function, mid-century modernism inspired Mengel's approach to furniture design. The result was a collection of pieces that combined elegant aesthetics with practical usability.
Crafted from rich walnut and birch woods, Mengel's mid-century creations featured minimalist lines and thoughtful details, from sleek dressers to functional nightstands and timeless dining sets. Today, these iconic pieces continue to be sought after by collectors, revered for their distinctive design elements and enduring influence on the furniture industry.
Minimalist Aesthetics:
Mengel Furniture embraced the minimalist aesthetics of mid-century modernism. The designs favored clean, uncluttered lines and avoided excessive ornamentation. The emphasis was on simplicity and functionality.
Mengel's dressers, nightstands, and dining sets often featured streamlined profiles, flat surfaces, and geometric shapes. This minimalist approach allowed the furniture to blend seamlessly into various interior styles.
Innovative Storage Solutions:
Functionality was paramount in mid-century modern design, and Mengel Furniture's pieces reflected this ethos. Many of their creations incorporated innovative storage solutions that maximized utility without sacrificing aesthetics.
Dressers and chests often featured drawers with unique pulls and handles, while dining tables and credenzas offered concealed compartments and shelving. These design features made Mengel's furniture as practical as it was stylish.
Notable Collaborations (1950s-1960s)
Mengel Furniture collaborated with industrial engineer Raymond Loewy to design two new groups of functional furniture, the "First Edition" and "Accent" collections, featuring small-scale, modular cases with contrasting drawer fronts. These collections prioritize functionality and aesthetics, boasting surprises like dual-purpose pieces, sleek lines, and unexpected color combinations, reflecting Loewy's renowned design ethos. Mengel Furniture gave Raymond Loewy Associates creative freedom, resulting in integrated groups with distinct finishes, such as the "Accent" group's cinnamon and graphite tones, where Loewy's design genius is evident throughout the collections, reflecting his reputation for enhancing the efficiencies of everyday objects through thoughtful design.
The collaboration with Mengel Furniture yielded two remarkable collections: Villa Modern and The Silhouette Group. Designed by Ernest Herrmann, Villa Modern boasts a sleek and modern aesthetic with a distinctive bookcase headboard and polished surfaces. The collection features chests and dressers with gently curved edges for seamless access to drawers, exuding elegance and functionality. Available in limed oak or pin stripe walnut finishes, Villa Modern offers a blend of style and practicality. On the other hand, The Silhouette Group, also designed by Ernest Herrmann, presents a contemporary bedroom suite with a unique twist. While maintaining modern efficiency, the collection showcases graceful curves that set it apart from conventional designs. Offered in grey walnut or Korina tan, The Silhouette Group embodies contemporary sophistication with a touch of timeless charm.
The collaboration between Mengel Furniture and designer Wesley Rundell produced The Winthrop Group collection, embodying the essence of the "Colonial spirit." Crafted from solid mahogany, each piece in the collection exudes grace and charm, reflecting timeless taste and impeccable craftsmanship. Meticulously rubbed and polished, the furniture sparkles with warmth, showcasing the enduring beauty of solid mahogany. Additionally, the collaboration resulted in the Gold Coast Mahogany collection, designed by Wesley Rundell. This functional 18th-century-inspired suite features hand-rubbed mahogany veneers, seamlessly blending old-world elegance with modern efficiency, making it a timeless addition to any contemporary home.
These collaborations contributed to Mengel Furniture's status as a manufacturer of cutting-edge mid-century furniture, captivating collectors and enthusiasts alike.
Mengel's Strategic Shift: Embracing Branding and Direct Consumer Engagement
In a bold move to secure its future and break away from dependency on a few large customers, the venerable Mengel Co. of Louisville, Kentucky, unveils its revolutionary plan to introduce a national furniture brand directly to consumers through selected outlets.
The fixed cost per veneer unit was dramatically reduced through efficient management and running a night shift in Portsmouth for the Mengel Company in Louisville between 1955 and 1960. This profitable arrangement continued until Container Corporation of America purchased the Mengel Company, which had little need for an operation that supplied only four percent of the Mengel division's revenues. The Thompson Mahogany Company quickly purchased Mengel's veneer-related assets. These consisted of logs, veneer inventory, and log commitments they had made in Africa.
Despite its 69-year history and 17 manufacturing plants, Mengel Co. was at a pivotal juncture. Management and sales executives are spearheading a transformation, again positioning Mengel as a dynamic furniture industry player.
1. The Birth of "Mengel Permanized" and its Brand Name Furniture:
In 1946, Mengel Furniture embarked on a strategic shift, focusing on well-styled, medium-priced home furniture under the brand name "Mengel Permanized." This initiative aimed to carve out a niche in a market needing recognized furniture brands.
Mengel allocated a substantial advertising budget of $500,000 to promote its new brand effective for the year. This investment underscored the company's commitment to raising awareness of "Mengel Permanized" among consumers nationwide. Leveraging a selective dealer system, Mengel ensured its branded merchandise was received in the 1940s. Mengel Furniture initiated a transformative endeavor by introducing "Mengel Permanized" furniture, aiming to establish a prominent brand presence in the market. This shift departed from their focus on hardwood products, signaling their entry into branded furniture.
With a significant advertising investment of $500,000, Mengel sought to promote "Mengel Permanized" extensively, striving to make it a household name nationwide. Mengel ensured its branded furniture received attention through a carefully curated dealer network.
In 1946, Warren T. Green discussing Mengel. The caption reads: A MENGEL CAPTAIN: With the company's destiny back in its own hands, vice-president Warren T. Green helps guide the furniture division on its new course.
This strategic move reflected Mengel's commitment to innovation and responsiveness to market demands. The company's decision to transition to branded furniture was driven by two key factors: the need to adapt to changing economic conditions and a desire to provide high-quality, research-based furniture to consumers.
Using extensive consumer research and retailer feedback, Mengel developed three popular bedroom suite designs: Colonial, 18th-century mahogany, and Modern. These designs were meticulously crafted to meet consumer preferences and were offered at a suggested retail price range of $119 to $299.
Under the leadership of E. H. Courtenay, director of sales, the company adopted a selective sales approach, initially targeting one department store and one furniture store per city in most states. This measured distribution strategy aimed to ensure controlled growth and maintain product integrity.
As Mengel ventured into the branded furniture market, it continued to produce private-label items alongside its "Mengel Permanized" line, gradually increasing the prominence of its branded offerings as consumer acceptance grew.
Warren T. Green, vice president of the furniture division, envisioned significant growth potential, aiming for an annual production value of $10,000,000. His strategic vision and dedication to the brand underscored Mengel's commitment to success in the competitive furniture industry.
2. Manufacturing Expansion and Quality Assurance:
Mengel allocates significant resources, including $1.5 million for new furniture-making equipment, to enhance its production capacity. With a focus on branded furniture, the company aims to devote 75% of its manufacturing capabilities to its new line.
In a 1930 article from Fortune magazine, the spotlight falls on Louisville, home to one of the United States' largest woodworking companies, The Mengel Co. The article narrates the company's journey from manufacturing wood boxes, storage-battery cases, and automobile bodies to venturing into furniture production. Over a decade, Mengel transitioned from being a supplier of veneers and furniture plywood to independently crafting furniture for retail stores, showcasing remarkable resilience and adaptability.
The article sheds light on Mengel's integrated operations, boasting timber concessions in Africa, veneer mills, and extensive production experience. Mengel's large-scale output, backed by its flexibility and innovation, positioned it uniquely within the industry. The company's strategy, dubbed the "Mendelian Law," emphasized mechanization, targeting a broad income group, merchandise expansion, and designing styles to appeal to a broad audience.
While commonplace in other industries, Mengel's approach drew attention due to its rarity in furniture. The article contrasts Mengel's program with other industry giants like Kroehler, highlighting Mengel's pioneering efforts to bring big-business practices to the furniture industry. However, the article notes the controversy surrounding Mengel's strategy and its potential implications for the industry's future.
The article discusses the dynamics between manufacturers, retailers, and consumers in shaping furniture design and preferences. It critiques the conservative stance of many retailers towards new design ideas, attributing the industry's evolution to forward-thinking retailers like Bloomingdale's. Moreover, it examines the diverse landscape of retail outlets and their competitive strategies, underscoring the significance of each in influencing furniture trends and consumer choices.
"Permanizing," Mengel's exclusive process, ensures the durability and longevity of its furniture. Rigorous testing, including a dunking machine demonstration, underscores the company's commitment to quality craftsmanship.
3. Strategic Merchandising and Nationwide Promotion:
Mengel employed a meticulous approach to dealer selection, ensuring that only reputable outlets aligned with the company's values and vision were chosen to showcase its products. This strategy aimed to maintain brand integrity by establishing a balanced distribution network and enforcing suggested retail prices.
Mengel executed an aggressive advertising campaign to amplify brand awareness across prominent publications, featuring full-color advertisements in popular magazines. This consumer-focused initiative was complemented by trade advertising efforts, extending the brand's reach and influence.
The company's salesforce underwent rigorous training to equip them with comprehensive product knowledge and effective sales techniques. As ambassadors, they bridged the gap between Mengel and its retail partners, effectively communicating the brand's value proposition to consumers.
In 1945, under the direction of Warren T. Green, Vice-President of The Mengel Company, a new postwar merchandising policy was implemented, focusing on large-scale manufacturing of Mengel furniture for direct sale to retail stores. Initially applied to bedroom lines and expanded to include all items, this initiative marked Mengel's entry into the furniture market. Warren T. Green, who had been with Mengel since 1908, played a pivotal role in shaping the company's strategic direction. Erskine H. Courtenay, director of sales activities, contributed his extensive experience to the sales division, further strengthening Mengel's market position.
4. Embracing Independence:
Through branding, direct consumer engagement, and meticulous execution, Mengel is reclaiming control over its destiny. The company is poised for sustained growth and success in an evolving marketplace by nurturing its brand and fostering consumer trust.
Mengel's ambitious undertaking marks a pivotal chapter in its history, signaling a bold departure from tradition and a leap toward a more dynamic and consumer-centric future. With innovation, strategic foresight, and unwavering commitment, Mengel reaffirms its position as a formidable force in the furniture industry.
Mengel Promotes Own Brand to Cut Risks of Private Label Business
In 1946, the iconic Mengel Co., headquartered in Louisville, Kentucky, made a historic pivot by launching its branded furniture line, Mengel Permanized Furniture. This move significantly departed from its traditional supply of hardwood products to other furniture manufacturers and distributors. Led by Warren T. Green, the vice president of the Furniture Division, Mengel embarked on a bold advertising campaign to introduce its new line to the public.
This is a pivotal moment in Mengel's history. The company proactively approached direct sales, targeting select stores with its branded furniture. The campaign included striking full-page, four-color advertisements in renowned publications such as The Saturday Evening Post, Ladies Home Journal, The American Home, Better Homes and Gardens, and House Beautiful. This strategic shift showcased Mengel's commitment to innovation and signaled its entry into the consumer furniture market with its distinctive products.
Mengel to 'Blitz Furniture Field with Branded Line $500,000 Ad
In 1946, the Mengel Company, a prominent hardwood products manufacturer based in Louisville, Kentucky, made a groundbreaking move into the consumer furniture market by introducing its branded line, Mengel Permanized Furniture. Mengel allocated a substantial advertising budget of $500,000 annually to support this bold venture, signaling its commitment to establishing a solid presence in the furniture industry. The company set ambitious sales targets to reach $10 to $15 million annually within three years.
This strategic shift marked a significant departure from Mengel's traditional business model, which primarily catered to industrial channels, supplying a wide range of hardwood products, including plywood, corrugated shipping containers, flush doors, kitchen cabinets, and veneers. During World War II, Mengel's operations focused on producing military products, showcasing its adaptability and versatility.
The transition to producing branded furniture under the Mengel name represented the company's third significant chapter, following its origins as a wooden box manufacturer and later diversification into automobile wood body parts. Leveraging its expertise in mass-production techniques and assembly-line know-how acquired from its automotive experience, Mengel aimed to mass-produce well-styled furniture in the medium-price range.
Market research conducted by Marschalk & Pratt, Mengel's advertising agency, informed the production quotas, focusing on modern styles, Colonial maple, and traditional mahogany designs. The manufacturing process for the Permanized branded line involved a sophisticated conveyorized assembly and finishing system capable of producing 50 three-piece bedroom suites per hour.
Mengel devised an integrated merchandising and advertising program to compete in the competitive furniture market, allocating two-thirds of its advertising budget to prominent publications such as American Home, Better Homes & Gardens, House Beautiful, Ladies Home Journal, and The Saturday Evening Post. The company also invested in color photography and artwork for national magazines and retail ads.
Mengel adopted a selective distribution strategy, handpicking dealers to feature its Permanized furniture and adhere to established resale prices. The company aimed to establish consumer demand for its brand through aggressive advertising, featuring the "Mengel Man" trademark prominently on each piece of furniture. Merchandising aids such as "dream-room" background sets and unique "dunking" machines showcased the durability and quality of Mengel's products.
Mengel salesmen focused exclusively on selling the Permanized line to support dealers further and assisted in local promotion and merchandising efforts. The company's long-term vision was to become the "General Motors" of furniture, a testament to its industry dominance and consumer recognition aspirations.
Mengel Makes Lists for Tips for Selecting Furniture Wisely
In furniture shopping, the quest for value often leads to considerations beyond price tags. This sentiment is echoed in a timeless article from "How to Buy More for Your Money" (1947), which emphasizes the importance of prioritizing quality materials and practical designs over flashy embellishments. Here's a breakdown of critical insights from the article, with a focus on Mengel Furniture Co.'s contributions to the evolving furniture landscape:
Substance Over Style: The article stresses the significance of investing in well-made furniture with clean lines, durable materials, and sensible proportions. It cautions against overly ornate designs that inflate costs without adding real value.
Embracing Modern Simplicity: Simple yet versatile styles, such as the Lawson sofa and lounge chair, are highlighted as excellent choices for value-conscious consumers. These classic designs seamlessly blend into traditional and modern interiors, offering timeless appeal.
Modern Innovations in Affordability: The rise of modern furniture presents opportunities for cost-effective solutions without sacrificing quality. Mengel Furniture Co. introduces innovative concepts like the Mengel Module and flush furniture, offering customizable options at competitive prices.
Dual-Purpose Furniture: A shift towards multifunctional furniture reflects the desire for streamlined living spaces. Mengel's modular pieces and dual-purpose designs align with this trend, providing flexibility and efficiency without compromising craftsmanship.
Harmonizing Pieces Over Sets: Instead of purchasing entire furniture sets, the article suggests acquiring individual pieces that harmonize with existing decor. Mengel's emphasis on versatile arrangements and customizable options aligns with this approach, allowing consumers to curate their ideal living spaces over time.
Quality Craftsmanship: Beyond affordability, the article underscores the importance of craftsmanship and durability. Despite its higher price point, Mengel Furniture Co. earns praise for its reputation as one of the best-made furniture brands.
Avoiding Impulse Buys: Consumers are advised to avoid bundled furniture sets, which often include unnecessary items and inflate overall costs. Instead, strategic purchases from reputable brands like Mengel ensure long-term satisfaction and value.
The article encourages a discerning approach to furniture shopping, prioritizing enduring quality, practicality, and personalized style. With Mengel Furniture Co. leading the charge in innovative yet affordable solutions, consumers can confidently invest in pieces that enrich their homes for years.
Enhancing Plant Production Methods in the Furniture Industry: Insights from Mengel Furniture Co.
Reported by Wood Products 1951-11: Vol 56 Iss 11, a report at the time at the Midwest FPRS meeting raised concerns about the furniture industry's sluggish adoption of modern manufacturing methods. Despite advancements in other sectors, the furniture industry must catch up, relying heavily on outdated practices.
However, there's a growing recognition of the need for change to address high production costs and inefficiencies.
Challenges and Opportunities: The report highlights the persistent issue of high labor costs, which significantly impact production expenses and consumer prices. However, it also identifies several areas for improvement, particularly in reducing labor costs and streamlining production processes.
Production Department Breakdown: Within a typical furniture factory, the production process is divided into five main groups: yard and kiln, rough mill, finish or machine mill, assembly, and finishing. Each stage presents unique challenges and opportunities for optimization.
Innovations in the Rough Mill: Efforts to modernize the rough mill operations have yielded promising results. Mengel Furniture Co. has embraced conveyorization to reduce labor requirements and improve efficiency. By implementing advanced machinery and optimizing workflow processes, significant labor savings have been achieved.
Advancements in the Machine Mill: The machine mill department faces distinct challenges due to the varied nature of operations. However, new and improved equipment, such as automatic shapers and double-end cut-off boring machines, has enabled manufacturers to accomplish more with fewer labor resources. Mengel advocates for greater emphasis on the long-term labor savings resulting from investments in modern machinery.
Assembly Line Innovations: Mengel emphasizes the importance of intelligent subassembly techniques to eliminate bottlenecks and enhance efficiency in the assembly department. Manufacturers can achieve substantial savings and improve productivity by adopting modern assembly line methods and optimizing layout designs.
Revolutionizing the Finishing Room: Mechanization and innovation in finishing rooms have garnered significant attention in recent years. Mengel's extensive finishing system, featuring advanced conveyors and baking ovens, exemplifies the industry's push toward greater efficiency and productivity. With improvements in finishing materials and techniques, manufacturers can deliver higher-quality products while reducing costs.
Focus on Handling Efficiency: Addressing the issue of rough and careless handling is crucial to minimizing waste and maximizing productivity. Mengel underscores the importance of proper handling techniques and equipment to mitigate damage and optimize production.
Companies like Mengel Furniture Co. are at the forefront of innovation as the furniture industry seeks to modernize and improve production methods. By embracing technological advancements, optimizing workflow processes, and prioritizing efficiency, manufacturers can enhance productivity, reduce costs, and deliver superior products to consumers.
Mengel Company and Foreign and Domestic Veneer Company
Mengel Company's Origins and Growth:
Founded in 1875 by C. C. Mengel in Louisville, Kentucky, initially focused on leaf tobacco marketing before transitioning into manufacturing containers for tobacco products.
In 1888, C. C. Mengel partnered with his brother Clarence H. Mengel, leading to the incorporation of C. C. Mengel Jr. & Brother Company.
Herbert W. Mengel, another brother, played a pivotal role in the company's rapid expansion.
By 1899, the company split, with C. C. Mengel retaining control of the box company and Clarence acquiring the lumber production division.
In 1919, the Mengel Box Company gained controlling interest in the C. C. Mengel Company, solidifying C. C. Mengel's leadership.
Global Expansion and Operations:
From humble beginnings, Mengel Company's operations expanded worldwide, with extensive timber holdings, manufacturing plants, and forest tracts in Africa.
The company specializes in producing high-grade veneer, mainly from African and Honduran mahogany and cedar from Mexico and Nicaragua.
Herbert W. Mengel spearheaded the company's mahogany department and implemented innovative logging techniques in Africa, Central America, and Mexico.
Challenges and Decline:
Despite substantial financial rewards, Mengel faced economic and human risks in its tropical investments.
Tragic events, such as the death of Clarence H. Mengel Jr., highlighted the challenges of operating in remote regions.
Following the death of C. C. Mengel in 1933, the company experienced a gradual decline due to changing market dynamics and aging management.
Shifts in demand led to the divestment of various departments, including the furniture plant and paper department.
Foreign and Domestic Veneer Company's Evolution:
Founded by Sam and J. Torbit Mengel, sons of Clarence R. Mengel, after World War I.
Initially focused on producing veneers for radio cabinets, the company experienced booms in demand during the 1920s, 1930s, and post-World War II eras.
Specialized in various domestic and imported veneers, strongly emphasizing African mahogany.
Sam Mengel Jr. led the company through market fluctuations and technological advancements, ultimately closing the Knoxville plant in 1985 due to outdated facilities and shifting market trends.
Legacy and Conclusion:
The Mengel family's ventures in both the Mengel Company and Foreign and Domestic Veneer Company left a lasting legacy in the hardwood products industry.
Despite facing challenges and eventual closure, their contributions to timber procurement, veneer manufacturing, and market adaptation remain noteworthy.
The Mengel story is a testament to entrepreneurial spirit, innovation, and resilience in evolving business landscapes.
The June 1952 issue of Fortune magazine highlights Mengel Furniture Co.'s sharp upturn in new orders, signaling a positive trend in the furniture industry. This turnaround comes amidst a broader context of inventory recession in various industries. While some sectors are experiencing increased orders and production due to decreased inventories, others are cutting back on production due to excess inventory. Mengel Furniture's success reflects a shift towards production aligning with consumption, suggesting a more balanced inventory situation in the furniture industry.
Mengel Furniture: Navigating Sales Organization, Distribution, and Production Challenges
The Mengel Company, a stalwart in the furniture manufacturing industry, faced many challenges in the late 1940s and early 1950s. This case study delves into Mengel's strategic responses to sales organization, distribution policies, and production hurdles during this transformative period.
Sales Organization
In 1946, Mengel's sales team comprised district managers and salesmen dedicated to retail store sales. Their focus on personalized service and collaboration with select outlets ensured high sales volume per store. Mengel's meticulous dealer selection process prioritized stores with significant selling potential. Pioneering written franchise agreements, Mengel set minimum quotas and resale prices to uphold brand integrity while granting stores pricing flexibility.
Distribution Policies
Mengel adopted a strategic distribution approach, initially targeting larger cities and prestigious stores. Careful consideration of trading area potential guided store selection, ensuring adequate market coverage. Mengel's emphasis on establishing solid relationships with chosen outlets was evident through invitations for store executives to visit Mengel's headquarters, fostering understanding and commitment.
Advertising and Sales Promotion Program
Mengel allocated substantial resources to consumer and trade advertising to bolster brand recognition and highlight product quality. Retail advertising kits and showroom displays complemented consumer magazine advertisements and trade promotions. Innovative trademark use on furniture further reinforced brand authenticity.
Production Challenges and Innovations
Mengel encountered production challenges amidst market fluctuations and evolving consumer preferences. Diversification of the product line, introduction of new construction features, and expansion of distribution channels were strategic responses. Reorganization efforts aimed at enhancing efficiency and responsiveness, with innovations such as steel drawer kickers and flexible drawer partitions boosting product appeal.
Despite market volatility and production disruptions, Mengel Furniture exhibited resilience and adaptability. Strategic sales, distribution, advertising, and production initiatives enabled the company to navigate challenges, maintain brand relevance, and foster growth in the competitive furniture industry. Mengel's commitment to innovation and customer-centric approaches positioned it as a leader in the evolving marketplace.
Kroehler's Strategic Acquisition of Mengel: A Milestone in Furniture Industry
In the latter part of 1956, a significant event unfolded in the furniture industry as Kroehler Manufacturing Co. acquired the furniture division of The Mengel Company, based in Louisville, Kentucky. This acquisition was not just a business transaction but a fulfillment of a vision set forth by P. E. Kroehler, the founder of Kroehler Manufacturing, some 65 years prior. The vision was ambitious and straightforward: to manufacture a complete range of home furniture and distribute it across the United States.
A Dream Realized
Kroehler, initially known for its upholstered furniture, significantly expanded its product line through this acquisition. Before bringing Mengel into its fold, Kroehler had ventured into bedroom furniture production, catering to Canada and 14 states in the Midwest. However, the inclusion of Mengel truly realized the company's long-term goal. The acquisition tripled Kroehler's production of case goods. It allowed the company to offer a comprehensive range of bedroom and dining room furniture under the "Permanized" label, now available nationally.
The Mengel Legacy
Mengel brought Kroehler its furniture-making expertise and one of the largest single furniture factories under one roof. Occupying 608,000 square feet on 44 acres, the Louisville plant was constructed in 1923 for manufacturing wooden automobile bodies but pivoted to furniture production in 1945. Under Mengel, the division saw rapid growth, becoming one of the country's largest producers of case goods. This prowess in manufacturing was a key asset for Kroehler, enhancing its capabilities and market reach.
A Strategic Expansion
The acquisition of Mengel was Kroehler's tenth and arguably its most significant, marking a pivotal moment in the company's expansion strategy. It complemented Kroehler's earlier acquisition of the Durham furniture plant in Ontario, Canada, in 1954, further diversifying and strengthening its product lineup. This strategic expansion enabled Kroehler to penetrate markets previously only reached by its upholstered furniture, achieving a more comprehensive geographic distribution.
Integration and Innovation
With factories in Kankakee, Louisville, and Durham, Kroehler embraced a model of independent operation for its case goods facilities, ensuring a diverse range of styles, price points, and distribution. The Louisville plant, in particular, showcased the integration of cutting-edge technology in furniture manufacturing, from lumber processing to the final finishing touches, embodying Kroehler's commitment to quality and innovation.
This acquisition also facilitated a new level of design cohesion between upholstered and case goods, reflecting a harmonious styling across living, dining, and bedroom furniture in Kroehler's national advertising campaigns. This holistic approach to furniture design and manufacturing was a significant step toward realizing the founder’s dream of offering customers a full suite of home furnishings nationwide.
A Legacy Cemented
The successful acquisition of Mengel by Kroehler Manufacturing Co. represents a landmark event in the history of the furniture industry, illustrating the power of strategic vision and acquisition in achieving business expansion and fulfilling long-held dreams. Through this merger, Kroehler expanded its production capabilities and market reach and reinforced its commitment to quality, innovation, and the complete home furnishing solution, cementing its legacy in the American home.
Mengel Furniture Company Today (1970s-Present)
Like many mid-century manufacturers, Mengel Furniture faced adversity in the 1970s due to shifting consumer preferences and economic challenges, ultimately leading to its closure in 1985. However, despite this decline, Mengel's mid-century creations hold significant value among collectors and enthusiasts. Their enduring appeal is attributed to their timeless design, high-quality materials, and the brand's influential role in the mid-century modern movement.
Today, Mengel Furniture's mid-century pieces remain highly coveted collector's items, with collections like the Planner Group and collaborations with renowned designers like Raymond Loewy fetching premium prices in auctions and the vintage furniture market. The company's legacy lives on through its iconic designs, which inspire contemporary designers and homeowners looking to integrate the timeless elegance of mid-century modernism into their interiors.
Mengel Furniture's journey is a testament to its profound impact on mid-century design and its lasting influence on furniture design.
The Rarity of Mengel Furniture
Authentic Mengel Furniture pieces from the mid-century modern era are rare in today's market. Several factors contribute to their scarcity, making hunting for these vintage treasures challenging for collectors and enthusiasts alike.
Limited Production: Mengel Furniture was smaller than some of its contemporaries, producing fewer pieces than major mid-century furniture manufacturers. This limited production naturally leads to fewer surviving pieces in circulation.
Age and Wear: Mid-century modern furniture is several decades old, and wear and tear comes with age. Authentic Mengel pieces have been used and loved over the years; not all have been preserved in excellent condition. Some may have succumbed to damage, deterioration, or alterations, reducing the pool of available authentic pieces.
Changing Tastes: As design trends have evolved, some mid-century furniture pieces were replaced or discarded in favor of newer styles. This shift in consumer preferences led to the attrition of mid-century furniture, including Mengel pieces, from homes and interior spaces.
Limited Documentation: Unlike more prominent mid-century manufacturers, Mengel Furniture only sometimes maintained comprehensive records of its production and designs. This lack of detailed documentation makes it challenging for collectors to authenticate pieces and trace their history.
Discontinuation: Mengel Furniture ceased production in the late 1960s, marking the end of an era. With the brand's discontinuation, there was no ongoing supply of new furniture. Consequently, vintage Mengel pieces became static in terms of numbers available in the market.
Competition in the Vintage Market: The appeal of mid-century modern design has grown significantly over the years, driving up demand for authentic pieces. As a result, vintage furniture markets have become highly competitive, making it even more challenging to find rare, authentic Mengel Furniture.
Limited Exposure: Unlike some of its more famous contemporaries, Mengel Furniture enjoyed a different level of international recognition and distribution. This limited exposure contributed to a smaller customer base and fewer pieces finding their way into homes and collections.
Despite these challenges, dedicated collectors and enthusiasts continue searching for and celebrating authentic Mengel enduring beauty and craftsmanship. Their rarity only adds to their allure, making them prized additions to mid-century modern interiors and cherished symbols of a bygone era.
Collecting one-of-a-kind Mengel Mid-Century Modern Furniture
The enduring appeal of Mengel Furniture's mid-century modern pieces is evident in their continued influence on contemporary design. Today, designers and homeowners alike draw inspiration from Mengel's mid-century creations' clean lines, warm materials, and functional designs.
Whether incorporated into a mid-century-inspired interior or used to add a touch of retro charm to a modern space, Mengel Furniture's designs remain relevant and adaptable.
Mengel Furniture's mid-century modern creations are a testament to the timeless allure of mid-century design principles. Inspired by the simplicity, functionality, and warmth of mid-century modernism, Mengel's pieces continue to be celebrated for their minimalist aesthetics, use of natural materials, innovative storage solutions, and influence on contemporary design. These masterpieces encapsulate the spirit of an era that celebrated both form and function, making them cherished additions to any mid-century enthusiast's collection.
The Mengel Mansion at 1325 S 3rd St, Louisville, KY 40208
Nestled in the heart of Old Louisville, the Mengel Mansion stands as a testament to 19th-century craftsmanship and elegance. Built in 1885 by Colonel Charles Mengel, this magnificent Beaux Arts mansion boasts approximately 8,900 square feet of living space spread across three floors. With 12 bedrooms, 14 original gas fireplaces, and exquisite woodwork, it offers a glimpse into a bygone era of luxury.
The mansion's interior is adorned with the finest materials, including mahogany, walnut, cherry, oak, maple, cedar, pine, and fir. From the South American mahogany in the dining room to the domestic walnut in the library, each room exudes luxury and sophistication. The grand staircase, crafted from mahogany and oak, leads to a walnut oriel sitting area adorned with stained glass windows and a Tiffany globe light.
Despite its rich history, the mansion presents an opportunity for modernization and restoration. With much of the original woodwork still intact, the current owner offers a blank canvas for potential buyers to create their masterpiece and preserve a piece of Old Louisville's heritage.
Adjacent to the mansion is a charming Carriage House with two 1-bedroom apartments and a 4-car garage. Filled with mahogany paneling, coffered ceilings, stained glass bay windows, and elegant inlaid floors, the Mengel Mansion was showcased in the 2023 Old Louisville Holiday Home Tour, attracting visitors from near and far to admire its timeless beauty and historical significance.
About the Authors
Jamie and Lyle, MCM enthusiasts at Plaidsmith.com, offer hands-on experience and expert insights into mid-century modern design. They curate authentic pieces, share historical context, and guide clients to make informed choices. Their expertise spans iconic designers, restoration techniques, and trends. Trusted authorities in the field continually expand their knowledge to stay at the forefront of MCM. Beyond work, they explore auctions, learn restoration techniques, and enjoy vintage catalogs, embodying their passion for mid-century modern design.
