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Archival Collections ➔ Archival Collection #021 - The Grand Rapids Custom Shop and Brothers Forslund Co.
Identifier:
1986.8Description:
Archival Collection #021 - The Grand Rapids Custom Shop and Brothers Forslund Co. documents the business affairs of both the Grand Rapids Custom Shop and the Brothers Forslund Co. The Grand Rapids Custom Shop was a small custom upholstering show and was certified on July 14, 1948. They provided a service of custom upholstering furniture not only for individuals, but for large furniture manufacturers as well. A certificate of dissolution was filed with the Michigan Department of Treasury on May 22, 1967 and the capitol stock was incorporated into the Brothers Forslund Company.The Brothers Forslund Company was organized on April 30, 1966 after Mr. and Mr.s Carl V. Forslund Sr. purchased the failing Paalman Furniture Company at 250 Ionia S.W. and they remained there until ca. 1986 when they moved their manufacturing site to 532 Cottage Grove S.E.
This collection contains information included in Magazine and Newspaper Articles, Purchase Orders, Memos, Sales records (1968), Bills, Canceled Checks, Work Tickets and many other business records measuring about 5 cubic feet and dating from 1915 – 1984.
A full listing of the contents of this collection can be found in the Finding Aid that is attached to the media section of this catalog entry.
Date:
1915 – 1984Current Location Status:
In StorageCollection Tier:
Tier 2Source:
Gift of Carl Forslund Jr.Related Entities:
Carl Forslund Jr. (donor) Brothers Forslund Company (creator)Alternate names: Carl V. Forslund, Incorporated
Grand Rapids, Michigan
COMPANY HISTORY
1935: Carl Forslund Sr. quits as a salesman for Stickley Bros. to begin his own retail consignment store.
ca. 1948: Carl V. Forslund, Inc. adds catalog and mail order sales.*
1968: Brothers Forslund Company established to succeed Eaton Shops and Grand Rapids Custom Shop in manufacturing furniture for sale through Carl Forslund retail and mail order. Name is later reversed to Forslund Brothers.
1989: Forslund Brothers manufacturing division sold to Nucraft Furniture Company of Comstock Park.
1990: Carl Forslund retail division sold to Custer Office Environments of Grand Rapids.
1991: Manufacturing plant closed.
1992: Retail stores closed.
1993: Limited production of selected Forslund pieces is resumed for a short time through an arrangement with Swartzendruber Hardwood Creations of Goshen, Indiana.
PERSONNEL
The manufacturing, retailing, and mail-order divisions of Forslund were all established by Carl V. Forslund, Sr., who remained in charge of the company from its inception until his retirement in 1972. He was succeded by his sons, who joined the business in the 1940s and 1950s. Carl Forslund, Jr. headed the manufacturing operations, Jon Forslund the retail, and Blake Forslund the overall administrative and financial management of the companies.
PRODUCTS
Forslund specialized in the manufacture of cherry, oak, and walnut furniture, in revivals of various Victorian and Early American styles. The mail-order business adopted a “folksy” style of advertising, which influenced its product line, and had great appeal to its customers. Reproductions and adaptations were made from originals associated with colorful historical figures. Forslund catalogs were filled with pieces named for famous individuals and lively histories of their namesakes. Such pieces as the “Rip Van Lee Chair” and the “Aunt Lucy Ball’s Chair” were produced for decades and became popular favorites for local residents and devoted mail-order customers.
MARKS AND LABELS
Forslund adopted the silhouette of a Merry-Go-Round horse as its trademark and the phrase “Timeless Furniture” as its motto.