It is a $12Billion industry to produce and sell furniture. The industry’s primary focus is on wealthy customers who can spend up to $3,000 on furniture. There are fifteen furniture shops competing for customers with high net worth in Richmond. Customers who cannot afford the high-priced products are left with inferior options.

The Richmond Metro Area has approximately 50,000 residents on a modest income who do not have access furniture stores that can supply their needs for quality furniture at an affordable price. This income demographic has grown tremendously over the past five years but has not been responded to by the area furniture stores. Targeting customers with low incomes is a great business idea. They are predicted to make up half the metropolitan population by 2023; making them the fastest-growing section of the city&#8217’s housing market.

Richmond has three housing renovations for modest income that are currently in progress. Together, they will produce 1,500 units which will be used as affordable housing.

The House of Pine, a custom-made, ready-to finish pine furniture company, will be reviving the Richmond Metro section. It’s affordable and hand-made. We offer:

• Truly customized furniture: Furniture that has been crafted specifically for you. We can customize any piece of furniture or make a completely new piece based on a customer’s sketch.
• Heirloom-Quality Furniture: This furniture is built to last. Each piece is unique because it’s handcrafted.
• Handmade of Quality Pine: Every piece made by a professional craftman from the finest quality pine. Every piece is carefully checked for texture and grain before being used.

1.1 Mission

The House of Pine’s mission statement is simple. The customer receives what he/she needs: furniture that suits their space, tastes, and budget.

Success Keys 1.2

The Keys to Success for The House of Pine are as follows:

• Our customers will receive high-quality furniture that lasts.
• Any piece can be customized as per the customer’s request.
• You can also create a completely new piece of art from scratch if you are unable to customize a piece.