H O N I N D U S T R I E S 2 0 0 3 T H E H O N C O M P A N Y : P R A C T I C A L A N D P R O F E S S I O N A L The HON Company today is the country’s largest provider of  office furniture to small and medium-sized businesses. We’re  widely recognized for having the broadest line of durable,  functional, practical, and professional office furniture — from  storage files to seating, desks, panel systems, and tables — and  we’re admired for bringing it all in at a competitive price. As tough as it is to become a leader, it’s even tougher  to hold on to the lead. To do it, we’re working to know our cus- tomers better than ever, and to continually respond to their  evolving needs. We’ve come to understand that our customers  want the same reliable and affordable furniture they’ve always  wanted from us, but with a twist: greater choice.  Over the past three years we’ve raised the bar in terms  of design and aesthetics. We create design that is beautiful  without being intimidating or pretentious; design that provides  complete workplace solutions with a value-added contempo- rary twist of color, or fabric, or function.  For example, our award-winning Perpetual ®  Series of  seating and desking products is made of wood, steel, and lami- nate, and offers a range of finishes. Other innovations include  combined seating and file storage, combined organizer tray top  and file storage, and mobile marker boards. In short, our  brand’s aesthetic drive is way up, while our price and function- ality remain absolutely consistent and true to expectation. One customer, an office manager of a Chicago-based  manufacturer, is exactly the kind of end-user we’re looking for.  In addition to her other responsibilities, she’s in charge of  ordering furniture for her 65-person firm — and she knows  exactly what she wants. “I don’t care how many times you tell  me your product is comfortable,” she says, “I’m the hands-on  type, so I have to touch it, sit on it, and see it myself. I looked for  chairs that had great back support, good casters to roll around  on, adjustable arms, backs, and seats, and generous width —  but didn’t cost a fortune. I also wanted them to look good and  wear well. I don’t want to have to buy replacements any time  soon. All in all, HON was the brand that fit the bill.”  Making our customers happy, productive, and satisfied  is the focus The HON Company is all about. We’re committed  to staying on track, focusing on customer needs, and building a  brand — and products — that will last for generations.  A C A S E S T U D Y I N K N O W I N G O U R C U S T O M E R S 26