25
th
Anniversary
Foreword
Woven through the fabric
of the Dynasty Furniture
story are four enduring
themes – themes that,
since the beginning, have
been the cornerstones of
our company: quality,
service, delivery and
reliability.
A
s we celebrate 25 years in the furniture
manufacturing business, we are proud to
share our story with you.
Beyond allowing us to reflect on the highlights
of our first quarter century, this occasion
provides us the opportunity to thank the
countless people who contribute to and share
in the company’s success.
First and foremost, we thank our employees,
present and past. Their contributions to
Dynasty Furniture’s achievements are far
beyond measure; so, too, is Dynasty’s gratitude
for those contributions.
Strong is our belief in recognizing and
rewarding all who become part of our extended
family and embrace our vision of building a
company we can all be proud of. To you all,
Dynasty extends sincere thanks for your hard
work and dedication to the company. Through
our united efforts, Dynasty will continue to
thrive and to provide opportunities for more
people to learn and grow with us.
We also thank our suppliers. We appreciate
all who have worked with us to produce
outstanding products for customers across
North America. Our choice to work with you is
a testament to the capabilities and the quality
of your own businesses. Together, you have
provided the raw materials and the tools to
our success.
Last, though by no means least, we owe a debt
of gratitude to our customers for 25 years of
patronage. After all, without your loyal support,
where would we be? We’ve worked hard to make
you partners in this venture, and we’ve been
honored to serve you over the years.
We at Dynasty Furniture hope that you enjoy
reading this magazine and that it provides
some useful insights into what we do and how
we do it.
We look forward to a bright, successful future
together.
Jim Sunderji
Jim Sunderji, President
25 Years of Excellence: Dynasty Furniture
03
7
13
18
22
Publisher
Bernie Cooke
Celebrating 25 Years ~ This profile tells the
inspiring story of Dynasty s humble beginnings and growth
into one of Canada s largest manufacturers of upholstered
furniture.
Writer
Stephen Lund
Project Coordinator for Dynasty Furniture
Melanie Vertelman
Contributing Photographer
Jason Dziver—Grain Photography
Layout Design & Production
Design Plus Communications Inc.
Advertising Design & Production
Hay & Associates Communications
Published By McAra Publishing
Customers First ~ Dynasty has grown because it
has never lost sight of the fact that customer satisfaction
is the number one priority.
We Stand for Quality Inside and Out ~
Delivering quality at every step in the process results in
superior products. Dynasty backs every piece of furniture
they deliver with a solid promise of satisfaction.
Looking Forward to Our Future ~ Looking
forward, Dynasty talks about what the future holds and
where the company is heading.
The Dynasty Furniture Magazine is published by McAra
Publishing. No part of this publication may be reproduced
without the express written consent of the publisher. The
opinions expressed in the Dynasty Furniture Magazine are
those of the individual writers and advertisers. The publisher
does not necessarily endorse these opinions. The publisher does
not assume any responsibility for the contents of any
advertisement, and all representations of warranties made in
such advertising are those of the advertiser and not of the
publisher.
McAra Publishing
A division of McAra Printing
105, 2507 - 12th St. NE
Calgary, AB T2H 7L5
Advertising and editorial inquiries should be directed
to the publisher at (403) 250-9510 Ext. 320, or by fax to
(403) 250-1165.
Dynasty Furniture
Head Office
3344 – 54 Ave SE Calgary, AB T2C 0A8
Bus: 403-279-2958
Fax: 403-236-3533
Toll Free: 800-567-8872
Toll Free Fax: 888-329-7632
E-mail: [email protected]
Mississauga Plant
6830 Columbus Road
Mississauga, ON L5T 2G1
Bus: 905-670-0110
Fax: 905-670-0112
Toll free: 1-888-480-8872
E-mail: [email protected]
www.dynastyf.com
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25 Years of Excellence: Dynasty Furniture
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25 Years of Excellence: Dynasty Furniture
Celebrating
25 years
on furniture’s leading edge.
F
urniture buyers make exacting demands on
behalf of their customers for quality
workmanship coupled with modern style.
Colors, patterns, design details and
accoutrements, not to mention integrity of
construction – all of these will lead
discriminating buyers to choose one sofa or
chair over another. As such, furniture
manufacturers must endeavor constantly to
stay one step ahead of their customers' everchanging desires – and two steps ahead of
their competitors.
When a furniture manufacturer can stay on
fashion’s leading edge, maintain the highest
standards of quality, offer superior customer
service and take this formula to broader
markets, it’s going to beat the
odds – and it’s going to
enjoy the success
exemplified by Calgary-
based Dynasty Furniture, which in 2004
celebrates its twenty-fifth year of business.
“We’ve always worked hard to design and
manufacture furniture that appeals to
customers’ latest tastes,” says Jim Sunderji,
Dynasty Furniture’s founder and President.
“Additionally, we strive at all times to surpass
the levels of quality you’d expect in higher
priced furniture, and we pride ourselves on
providing service that’s second to none. When
you achieve such a combination, you’re well
equipped to meet the high standards and
dynamic needs of your customers – and, just as
importantly, of your customers’ customers.”
The next generation of
furniture manufacturing
The Dynasty story began in 1975. That’s when
Jim and his three brothers – all of whom had
moved to Canada from East Africa – invested in
a bedding manufacturing franchise in Calgary.
The Sunderji siblings grew up in the furniture
business, and they abided at all times by their
father’s teachings. He said, “No matter what
you do – and no matter where you are in the
world – good business ethics matter more than
anything else. In your relations with your
employees, your customers and your suppliers,
honesty and integrity are paramount. To win
25 Years of Excellence: Dynasty Furniture
07
Rosy Sunderji
with husband
Jim Sunderji,
founders of one
of the largest
upholstered
furniture
manufacturing
operations in
Canada.
customers, you must make bold promises. To
retain customers, you must keep your
promises.”
In the early years, the Sunderji brothers divided
all the management and supervisory work
among themselves, with hands-on support from
their spouses.
Working hard and remaining steadfast to their
business principles, the Sunderji brothers
guided the fledgling company to profitability in
just three years. Eventually, though, divergent
interests in the furniture business led each of
them to begin ventures of their own.
Jim’s vision led to the start of Dynasty
Furniture. In modest surroundings in southeast
Calgary’s Foothills Industrial Park, Dynasty
Furniture entered western Canada’s upholstered
furniture market in 1979. Within its 10,000
square feet, 30 employees led by Jim and his
wife Rosy produced mid-budget sofas, loveseats
08
25 Years of Excellence: Dynasty Furniture
and chairs – a market in which Jim recognized a
tremendous need.
“By then I had learned the North American
business climate and realized what I needed to
do to succeed. I had studied the furniture
marketplace and saw a need for a producer of
high-quality, competitively priced upholstered
furniture. So that’s the direction we pursued,”
says Jim.
According to Jim, creating affordable product
lines that combine leading-edge style with
uncompromising quality has been one of the
keys to Dynasty’s long-term success.
“From the beginning, our vision was to make
our products very fashion oriented. By keeping
up with ever-changing fashions and maintaining
high standards of quality – and then offering
these appealing products at affordable prices –
we believed we could open up new markets for
our furniture.”
Just a few years after its start-up, Dynasty was
progressing rapidly along the road to
expansion. With its roots in western Canada,
the company branched eastward in 1984,
opening a manufacturing facility in
Mississauga, Ontario, to better serve its
customers there. From a 10,000 square foot
facility with some 20 employees in the Toronto
suburb, the plant would grow to 200,000 square
feet in 1997, while the staff would grow to
150-plus.
In 1985 – one year after Dynasty’s successful
launch into the central/eastern Canadian
market – the company moved its Calgary plant
into a new 150,000-square-foot facility not far
from its original location.
Moving forward, Pete
would become Jim’s righthand man at the company’s
helm. Together, they
implemented the ISO 9000
system – an international quality
and monitoring regime that
requires a company to maintain
strict standards to remain a member
and use the International Standards
Organization’s moniker on its
marketing materials.
Pete Sakaria, Zahra Jiwa, Rosy Sunderji,
Jim Sunderji, Karina Sunderji, Faizel Sunderji
Staying one (or two) steps ahead
1985 would prove to be a watershed year for the
up-start furniture manufacturer. The plant in
Mississauga was humming along, and the
Calgary expansion was a clear testament to the
company’s burgeoning success. Still, as many a
business has learned, growth comes with
significant challenges and, if mishandled, it can
usher in a successful company’s downfall.
Knowing this, Jim decided his company would
need to modernize its service and
administrative systems, solidify its
management and ensure its production
processes could keep up with dramatically
increasing demand.
“We were experiencing remarkable growth,”
recalls Jim. “Until then, Rosy and I had been
able to manage the business on our own. We
quickly realized, though, that the company’s
continued growth necessitated additional
support. That’s when we hired Pete.”
Before he joined Dynasty, Pete Sakaria worked
in corporate finance in the Calgary oil patch.
Before that, he worked in the retail furniture
business. Originally hired as Vice President of
Finance & Administration, Pete immediately
undertook the challenge of modernizing
Dynasty’s accounting and controls systems. He
would also help Jim to implement new
manufacturing processes and technologies.
The two men also worked to solidify Dynasty’s
relationships with a growing number of major
and independent furniture retailers.
“One of the keys to going to the next level was
developing relationships with Dynasty’s
customers. We began to create business
relationships whereby customers became more
like partners,” says Pete.
Growing and going where
customers need us
In 1992, Pete was called upon to help develop
the company’s sales and marketing efforts. The
25 Years of Excellence: Dynasty Furniture
09
company wanted to move into the U.S. market,
but to achieve this, it would need to carefully
study the highly competitive industry south of
the border.
Dynasty
produces over
100 different
styles that are
sold into
markets
throughout
Canada and the
United States.
With new systems, controls and processes in
place, the move into the U.S. market in 1992
initiated a period of unprecedented growth for
a company already achieving impressive results.
Since 1992, Dynasty Furniture has enjoyed
double-digit growth one year to the next, and it
has more than quadrupled its business. During
those same years – propelled by the company’s
unwavering focus on quality, service and
delivery – the plants in both Calgary and
Mississauga required expansion to keep up
with Dynasty’s growth.
It was during this period of rapid expansion
that the company enjoyed another important
moment in its history – one that’s a particular
point of pride for the founder: Jim’s son Faizel
joined the company. “When Faizel finished his
schooling and told me he
wanted to join the
company and help us
run the business, I was
very proud. He’s the
third generation of our
family to be in the
furniture business,”
says Jim.
Faizel had worked
around the company
since he was a teenager,
helping in the offices and
on the production floor.
After receiving a business
diploma from SAIT in 1991,
he worked for two years at
other companies learning
different corporate cultures
and management styles. When
he joined Dynasty in 1993, he
was made Vice President of
Operations, overseeing
manufacturing for the Calgary and
Mississauga plants.
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25 Years of Excellence: Dynasty Furniture
“Growing up with the business was a big part of
my life,” says Faizel. “The plant was like my
second home, and at home we always talked
about the business. I never doubted that I’d
one day join my mother and father in the
company.”
“Still, my father told me right from the start that
it wasn’t going to be an easy road. I would have
to work hard. I would need to take ownership,
responsibility and accountability for the areas I
was in charge of – and, more than anything
else, for the customers and employees who
depended on me,” says Faizel.
Faizel’s wife Karina would also join the senior
management team. Although they carry titles,
the management group of Jim, Rosy, Pete,
Faizel and Karina run the company as a true
team, collaborating and cooperating on
everything from administration and sales to
manufacturing and distribution.
“Titles don’t matter. Teamwork matters,”
explains Karina. “Our skills, our experience, our
passions – they all overlap. We combine our
knowledge and expertise to overcome
challenges and implement new ideas to
improve our company.”
That combination of knowledge and expertise
has enabled Dynasty, for the past 25 years, to
meet its customers’ demands for competitively
priced, high-quality furniture. This is how the
company has grown since 1979 to become one
of the largest manufacturers of upholstered
furniture in the country. “When you look back at
our history, a lot of factors have contributed to
our success. But the most important factor in
my mind,” says Jim, “is our people.”
“We’ve worked hard to make Dynasty a family
business – and I don’t mean just our immediate
family. We consider everyone who works here –
from management to the people in the plant –
to be part of the Dynasty family. We wouldn’t be
where we are today without everyone’s hard
work and dedication, and I’m thankful for the
fact that I’ve been able to share this success
with so many others.”
25 Years of Excellence: Dynasty Furniture
11
12
25 Years of Excellence: Dynasty Furniture
At Dynasty
customers
come first.
’Delivery’ means more than ’door-to-door’.
I
n Dynasty's world, 'delivery' has many
different meanings.
More than anything else, it means delivering at
all times on our commitment to the highest
standards of customer service.
For Dynasty president Jim Sunderji, that
commitment is deeply ingrained. “I grew up in
the furniture business, and my father
taught me early that customers
are the cornerstones of success.
He said, ‘You distinguish
yourself less by what you sell
than by how
you sell.’”
For Jim and the rest of
the Dynasty team, those
words of wisdom
translate into good
business ethics, honesty,
and relentless efforts to give
customers what they need for
their own businesses to
succeed.
“It’s not about us,” says Jim. “It’s
about our customers. We
measure our success by our ability
to deliver what they need, when they need it.
Everything we do is geared toward meeting our
customers’ needs.”
Two facilities are better than one
A major factor in Dynasty’s ability to exceed
customers’ expectations is the fact that they’re
the only Canadian upholstered furniture
manufacturer with plants in both
western and eastern Canada.
In Calgary – the home of its
head office – Dynasty
operates a 250,000
square foot
manufacturing facility;
and in Mississauga,
Ontario, 200,000 square
feet of plant space
facilitate Dynasty’s
coverage of eastern
Canada and the United
States.
For retailers, Dynasty’s twoplant presence offers notable
benefits.
First, it accelerates the time
from order to delivery, which
25 Years of Excellence: Dynasty Furniture
13
mean quicker turns and better ‘gross margin
return on inventory’ for retailers.
Dynasty has
extensively
researched the
market to
provide
customers with
the best style
and fabric
combinations
available.
“We aim for the quickest possible turnaround,”
says Pete Sakaria, Dynasty’s VP of Sales &
Marketing, “and we endeavor constantly to
accelerate the pace of production and delivery.
At Dynasty, we understand the importance of
fast delivery to our customers.”
For national retailers, an added benefit of
Dynasty’s east-west operations is that they
guarantee reliable distribution costs from coast
to coast.
A consistent commitment
to customer care
In Dynasty’s world, reliability reigns supreme.
Beyond tailoring its operations to ensure
consistently high product quality and reliable
on-time delivery, Dynasty Furniture takes great
measures to ensure consistently superior
customer service.
Toward that end, Dynasty invests considerable
resources into training its customer service
personnel. “We want our people to be prepared
for any issue that bubbles up,” says Pete
Sakaria. “As such, we provide our customer
service team with many opportunities to hone
skills and enhance their abilities to provide our
customers with the best possible service.”
In addition to trade show participation and
opportunities for advanced sales & marketing
training, Dynasty takes measures to ensure that
(L to R) Anita Suri, Danny Lu, Ray Gibson,Terri Loblaw, John Mailman, Shainoor Rashid, Raj Monder, David Little
14
25 Years of Excellence: Dynasty Furniture
US National
Sales Manager
Terry Meece
423.553.8894
[email protected]
Canadian National
Sales Manager
John Mailman
403.279.2958 Ext 15
1.800.567.8872
[email protected]
Vancouver Island
Manitoba
Rick Lerik
250.478.6051
[email protected]
Darryl Schmidt
204.955.2791
[email protected]
BC Mainland
Toronto &
Western Ontario
Michael R.Thomas
250.545.8501
[email protected]
Eugene Serediak
905.670.0110
1.888.480.8872
[email protected]
Alberta North
Eastern Ontario
Rick Maitland
780.463.5002
[email protected]
Norman Pogson
613.832.3999
[email protected]
Alberta South
Quebec
Simon Gingras
403.236.5181
[email protected]
Jean Talbot
450.659.8885
[email protected]
Saskatchewan
Maritimes
Kirk Duncalfe
306.221.9262
[email protected]
Ken Smith
902.827.2380
[email protected]
Manitoba
Maritimes
Gerald Schmidt
204.488.1401
[email protected]
Graham Eisener
902.435.0294
[email protected]
For more information on Dynasty Furniture, contact your local sales rep or regional office.
Annual Furniture Markets
The Canadian Home Furnishings Market
International Centre
Toronto, ON
January
Market Showplace by Furniture West
Calgary,AB
Summer
High Point Spring and Fall Market
High Point, NC
April and October
Western Canada + US
1-800-567-8872
Eastern Canada + US
1-888-480-8872
www.dynastyf.com
25 Years of Excellence: Dynasty Furniture
15
“Like everyone at Dynasty, I’m focused on
producing great furniture and high customer
satisfaction. For me, that means perfecting each
piece before it’s put into production, which
requires time, patience and attention to detail.
Dynasty’s culture of quality control allows me to
do my job right.”
“I began working at Dynasty nine years ago,
sewing fabrics for our sofas and chairs. Now, as I
help the sewing staff achieve goals, I impress
upon them the importance of attention to
detail. Quality is Dynasty’s first priority.”
BALVINDER GHUTTORA
JAGDEV SINGH BUAL
ground-level knowledge gets passed along to
the people promoting its furniture.
“Dynasty
wants to take
customer
service to a
whole new
level.”
- John Mailman
16
“As an example,” says Pete, “ we identify key
people in production, and we team them up
with sales and service staff to share their indepth product knowledge. By combining formal
training with ongoing mentoring, we make sure
everyone on the customer service team is well
versed and up-to-date on the latest styles and
product knowledge.”
Fewer returns mean higher returns
At Dynasty Furniture, we understand that a
retailer’s measure of success doesn’t end
with sales.
“When retailers sell sofas and chairs, they want
them to stay sold,” says Pete. “If furniture items
experience ‘field problems,’ nobody wins. The
customer gets put out. The retailer experiences
unnecessary hassles. And the manufacturer has
to correct the problem.”
To take product knowledge and marketing
know-how beyond the walls of its facilities,
Dynasty is currently developing a program to
help retailers increase sales and boost
profitability through more effective marketing of
Dynasty’s products.
Happily for our customers, Dynasty has an
exceptional track record of problem freedom.
“We experience remarkably few ‘field failures’,”
explains Pete. “That’s a huge plus for retailers,
who have neither the time nor the inclination
to deal with product problems.”
“We want to make sure,” says Pete, “that the
people selling our furniture know not only who
put it together but how we put it together. We
want to make sure they appreciate the care that
goes into every item Dynasty produces. Because
in this industry, the difference is in the details.”
Beyond the reliability of their furniture, Dynasty
offers superior after-sales service. “Problems are
rare,” says Pete, “but when they happen, we
respond. We stand behind everything we
manufacture, and we do everything we can to
help retailers deal with the occasional issues.”
25 Years of Excellence: Dynasty Furniture
To Dynasty President Jim Sunderji, accepting
responsibility for problems – and fixing them
quickly – is part of the company’s commitment
to unparalleled customer service. “There are no
secrets when it comes to customer service,”
says Jim. “You just treat people the way you’d
expect to be treated. It’s that simple.”
We’re walking the talk
To breathe even more life into their customer
service commitment, Dynasty Furniture is proud
to announce the addition of two new sales
managers – one for Canada and one for the U.S.
John Mailman brings to Dynasty a wealth of
know-how derived from 23 years with Maytag
Canada, where his most recent role was
Regional Sales Manager for western Canada.
To serve clients south of the border, Terry
Meece will leverage his 25 years of industry
experience – including, most recently, his
position as VP of Sales, Northern Region, for
Jackson Furniture Industries.
“I am very thankful – for my enjoyable work
environment, my positive co-workers, and my supportive
management team. I’m also very proud of the quality and
craftsmanship that goes into every piece of furniture
Dynasty produces.We never take shortcuts.We build
each item as if we were building it for ourselves.”
HARDEEP RAI
“Dynasty wants to take the customer service to
a whole new level. We’ll be going out to our
customers to learn their issues and their
challenges,” says John. “We simply can’t
succeed without our customers, and we believe
solid partnerships with Dynasty can in turn help
our customers succeed. Our goal is to foster
these partnerships.”
John and Terry will manage an extensive sales
force of agents who represent the Dynasty line
of products across North America. That sales
force is backed by the company’s
knowledgeable in-house customer service
representatives, who work hard to meet the
needs of all their clients by providing after-sales
service and product training for retailers.
“The sales team and the customer service team
will work as one to ensure we’re on top of all
the issues and to give our customers the best
service we can provide,” says John. “Together,
we’ll work hard to bring the top-quality
furniture our customers need to succeed from
our doors to theirs.”
“My world is colourful. I take great joy in organizing
fabric swatches and ensuring our customers receive
them promptly.The people in the plant, the
management, the customers – so many people make my
job enjoyable. I’ve done it for 18 years, and there’s
nothing else I’d rather do.”
SIMR CHIMA
We stand for
quality
inside and out.
“Beauty,”
one might say of sofas,
loveseats and chairs, “is only fabric deep.” After
all, the true measure of quality for any furniture
item is the integrity of its construction through
and through.
Dynasty’s products have earned a reputation for
being both visually appealing and structurally
superior. “If anything,” says Faizel, “we overengineer our products to ensure they’re among
the best on the market.”
“The raw materials inside a piece of furniture
are just as important as its outer appearance,”
says Faizel Sunderji, a member of Dynasty’s
senior management team. “Even if a sofa looks
good to a consumer on the outside, it may be
poorly constructed with low-quality materials.”
The first important step is starting with the
right raw materials. Dynasty searches the world
to find the best fabrics, wood, foam and
mechanisms. And to ensure consistent delivery
of top-quality raw materials, they prefer to
establish long-term relationships with
suppliers.
“We exercise great care in selecting our
suppliers,” says Pete Sakaria, Dynasty’s VP of
Sales & Marketing. “They must produce high
quality goods, be competitive in their pricing
and demonstrate consistency in both their
products and their ability to deliver.”
When raw materials like fabrics, wood and
mechanisms arrive at Dynasty’s plants in
Calgary and Mississauga, they are first
inspected thoroughly to ensure they conform to
our high quality standards.
(L to R) Canadian Sales Manager John Mailman,
Marketing Coordinator Melanie Vertelman and
Pete Sakaria,VP Sales & Marketing
18
25 Years of Excellence: Dynasty Furniture
Next, they are expedited into production.
Leathers and fabrics go to one side of the
facility for cutting, while the kiln-dried
hardwood is sent to the framing line.
Eventually, they meet up on one of the
production lines that finish the furniture.
Because Dynasty works with a vast array of
styles, fabrics and leathers, the manufacturing
lines can produce any number of the company’s
100,000-plus different combinations while
maintaining high levels of quality.
“Our ‘raw materials to production to delivery’
chain gives us the flexibility to handle different
order sizes and diverse customer demands with
a high level of efficiency,” says Pete.
The difference? The details.
With unmatched care and consummate pride,
Dynasty’s skilled craftsmen construct the
company’s furniture using the finest materials
and the latest manufacturing technologies.
Frames – Dynasty frames are constructed from
select kiln-dried hardwood lumber, milled and
processed to remove defects that could cause
structural weaknesses. All joints are glued,
stapled and generously reinforced using 6”
corner blocks for extra strength and durability.
As an expression of complete confidence in its
quality, Dynasty warranties every frame for the
life of the product.
Springs – Dynasty uses sinuous wire springs
made of tempered steel in all of its furniture.
Sturdy 8-gauge springs are used on the seat
area and, for added comfort, lighter 12-gauge
springs on the back. Springs are attached from
front to back, tightened, and reinforced using
specially designed cross wires and clips with
interior nylon lining to eliminate any metal-tometal friction noise and wear. For even seating
support, each spring is precisely placed using
computerized equipment.
Dynasty's
products have
earned a
reputation for
being both
visually
appealing and
structurally
superior.
Foam – The high-density, premium quality
polyurethane seat cushioning foam that
Dynasty uses is environmentally friendly,
odorless, non-allergenic and mildew-proof. It is
generously wrapped in polyester fiber for
maximum comfort, durability and wearability.
25 Years of Excellence: Dynasty Furniture
19
Dynasty selects
and purchases
superior quality
fabrics to suit
any décor.
Fiber – Wherever fiber is used to fill back or
seat cushions, Dynasty uses a special process
to comb and blow the fiber into the casings.
This allows the fiber to retain its shape and
resiliency while adding to both the comfort and
the aesthetics of each piece.
“We’ve invested significant capital in new
technologies over the years. The results have
always been advances in eliminating waste and
enhancing productivity,” says Pete. “Only by
properly managing the ‘raw materials to
product to delivery’ cycle can we meet our
customers’ high expectations.”
Mechanisms – All reclining and sleeper
mechanisms used in Dynasty’s motion and
Dynabed furniture come from reputable
manufacturers. Every mechanism is
carefully tested and evaluated.
With a view towards increasing its capacity to
get its sought-after products to customers,
Dynasty began researching new technologies in
1985. When Faizel joined the company full-time
in 1993, he helped to further the company’s
technological march.
Dynasty’s sophisticated
distribution system has been
another major factor in the
company’s success.
Dynasty is the only upholstered
furniture manufacturer with facilities
in both western and eastern Canada,
which allows for faster, more costefficient delivery to customers.
From its plants in Calgary and
Mississauga, the company’s fleet delivers
coast-to-coast across the continent.
In addition, the company uses a software
program that allows for the tracking of orders
in real time.
Certificate No. 003495
20
In a business where defects, waste, efficiencies
and productivity decide profits and losses, the
select implementation of new technologies –
or the innovative implementation of existing
technologies – makes all the difference.
Fabric – From only the most reputable mills,
Dynasty selects and purchases superior quality
fabrics to suit any décor. After careful
inspection, the fabric is expertly cut, sized and
tailored to provide the look of custom tailored
upholstery that guarantees users years of
comfort and enjoyment.
Delivering on our promises
ISO 9001:2000
True customer service – in real time
“We’ve always endeavored to adopt leading
technologies that will help us serve our
customers better,” explains Faizel. “Technology
has greatly enhanced the levels of service we
can provide to our customers. Our delivery
and order tracking systems are excellent
examples. Now customers can call us, and we
can tell them the status of their orders at that
very minute – a level of service few companies
can match.”
25 Years of Excellence: Dynasty Furniture
That march led Dynasty to import an
automated conveyor system from Sweden – the
Eton Conveyor System. Originally developed for
the garment business, the hanging conveyor
system delivers fabrics to workers in a to-theminute system based on worker capacity and
order priority. This has dramatically increased
Dynasty’s ability to meet its customers’ needs.
The Eton Conveyor System is just one
of Dynasty’s innovations in furniture
manufacturing. “We’ve been able to source out
machinery and equipment used in other
manufacturing industries and adapt them to
our business. This makes us unique, and it has
dramatically increased the quality and speed at
which we can build quality furniture,” says
Faizel.
Beyond accelerating production and enhancing
quality, Dynasty’s innovative technologies have
another very tangible benefit for customers.
Due to processes that minimize waste, Dynasty
is able to offer its quality products at very
competitive prices.
Every eye on quality
Technology isn’t the sole reason for Dynasty’s
ability to maintain high quality standards.
There’s an equally important human element.
As part of the company’s culture of inclusion
and input, each employee up and down the line
has a virtual title of “quality control supervisor.”
Everyone who works at Dynasty is empowered
to question quality or point out flaws at any
point in the manufacturing process.
institutions from 140 countries. The ISO 9000
system advocates quality standards covering
all aspects of business. To achieve and
maintain ISO 9000 certification, a
company must regularly audit its
processes. Dynasty adopted ISO
9000 in 1995.
“Any worker on the line can reject a product if
they see it is not up to our exacting standards.
When you’re able to motivate and engage your
labor force in the quality process,” says Faizel,
“you are going to lead the pack.”
“We saw ISO 9000 as a way to
implement world-class standards,”
explains Faizel. “It has shown our
customers that we are committed to
achieving the highest possible quality.”
While the ISO 9000 program and new
technologies have been key to Dynasty
Furniture’s continued growth, the fundamental
factors behind their long-term success have
always been quality and price.
Combined with the continual adoption of
modern manufacturing techniques and
processes, this team approach to quality is a
large part of Dynasty’s success.
Standards that stand up to scrutiny
In 1947, the world was introduced to ISO 9000 –
a quality management system developed by the
International Standards Organization that
includes public and private companies and
These, after all, are the things that matter most
to customers. And customers, after all, are what
matter most to a company’s success.
“We've always
endeavored to
adopt leading
technologies
that will help us
serve our
customers
better.”
- Faizel Sunderji
Congratulations
Dynasty on 25
Years of Success!
Tormon Ltd.
136 Sharing Road
Scarborough, ON M15 356
Tel: (416) 292-2985
Fax: (416) 292-6815
[email protected]
25 Years of Excellence: Dynasty Furniture
21
Looking
forward
to our
future.
A
– two factors upon which we strive constantly
to improve.
Above all else, we congratulate our people.
They bring to life our sincere commitments to
service, delivery, quality and reliability, and they
give meaning and substance to Dynasty
Furniture’s vision statement:
We also keep an eye on new technologies that
facilitate our aim to enhance the quality of our
products. We focus on details that you can see
and details that can’t be seen
Our new “Futures”
but which, over time, create a
program will make it
comfortable and wholly
satisfying customer experience. easier for customers
s we celebrate this 25-year milestone, we
look backward, of course, and reflect upon
the things that took Dynasty Furniture to where
it is today.
Our team works together to provide customers with
worry-free products that meet or exceed expectations.
We show respect and common courtesy.
We ensure prompt delivery and unmatched service,
both before and after sales.
We are committed to continuous improvement.
While we’re confident that we’re staying true to
this vision, we’re by no means complacent. As
such, we look constantly toward the future.
Since we began this business a quarter century
ago, our world has seen a lot of changes. Most
notably, it has become a global village, which
means the industry in which Dynasty competes
now faces challenges on a worldwide scale.
We know, though, that our two-facility presence
in Canada and, more broadly, North America
offers Dynasty Furniture a number of
competitive advantages. It allows us, for
example, to uphold our commitment to
exceptional customer service and quick delivery
22
25 Years of Excellence: Dynasty Furniture
to choose top style
More than anything else, we’re
and fabric
focused on fine-tuning our ears.
combinations.
While Dynasty’s success has a
lot to do with delivery and product quality, it
has even more to do with the fact that we listen
to our customers. We work hard to understand
their needs – and to meet them.
To meet our customers’ ever-changing needs,
Dynasty maintains a steadfast focus on training.
First, we train every employee to uphold our
commitments to quality and customer care.
We’re also developing a program to help
retailers and their representatives understand
and appreciate the care that goes into every
item Dynasty produces. Our hope is that they’ll
speak as proudly as we do about the steps
Dynasty takes to ensure every item we sell far
surpasses the buyer’s expectations.
And that, in the end, is what Dynasty is all
about.