On The Profit, Marcus Lemonis visits four of the companies he’s invested in, including Grafton Furniture, a family business in Miami known for manufacturing high-end, custom designed furniture. The product is beautiful and the business is doing well but in order to last another generation, Grafton needs to expand its clientele beyond the one-percent living in Bal Harbour — which is aging.
Lemonis invested $1.5 million in Grafton and suggested that they produce a new line of price-accessible, non-custom furniture called The American Dream. There are currently four pieces of the collection – four elegant, modern Walnut chairs – promoted on the Grafton website. However, they still aren’t easily accessible. Anyone interested in purchasing a Pacific Highway, The Core, Great Lakes or Soho chair must complete a form to “start your American Dream chair order process” and one of their design experts “will contact you to complete your order.” Of course custom specs require extra steps but in a retail world where people expect one-click shopping (or at least an idea of how much it will cost), will the next generation of Graftons be able to live The American Dream? The Profit airs Tuesdays at 10pm on CNBC.