We provide homes that are easy to buy and a pleasure to own.

Multiple Objectives Have Accompanied Rapid Expansion Effort

While expanding its retail network, FRC has been concentrating on:

  • Restoring and fortifying Fleetwood Homes' representation in key markets.
  • Creating a single-branded and systematized retailing organization.
  • Developing a common culture among formerly independent retail companies.
    Our entry into the retail business was partially designed to give Fleetwood another channel for revenue and profit growth. It was also a defensive move to protect the Company's access to the retail customer. During the 1997e98 time period, Fleetwood's network of independent retailers was under siege by major competitors who were acquiring large Fleetwood retailers. FRC initially concentrated on filling gaps created by these acquisitions, which collectively represented about $250 million in annual housing revenues. In fiscal 2000, FRC purchased 11,768 homes from Fleetwood factories representing a total value of $298 million. Currently, FRC purchases more than 20 percent of Fleetwood's housing production, and more than 92 percent of new homes sold by FRC sales centers are built by Fleetwood.

 

In a span of two years,

Fleetwood Retail Corp. (FRC)

has grown from zero

to 243 retail locations,

becoming the nation's

fourth largest retailer

of manufactured homes.

 

    FRC has also been focusing its efforts on creating a single-branded retail operation, and has successfully converted 90 percent of all its sales centers to exclusive Fleetwood stores under the Fleetwood Home Center and Fleetwood Homes retail identities. As the nation's number one manufactured housing retail brand, this swift conversion allowed the Company-owned sales centers to significantly capitalize on our national advertising campaign. FRC has successfully installed technology-based systems and a uniform selling process that enables home consultants to sell homes more efficiently and effectively. For example, a powerful sales management software system boosts sales efforts by tracking prospective customers and facilitating customer communication and follow-up.
     New systems have been supplemented by sales training to assure consistent application and a clear-cut message to homebuyers. After acquiring 27 independent companies, FRC has sought to create a common business culture that embraces the Company's mission statement of providing homes that are easy to buy and a pleasure to own.

Fleetwood Continues
its Tradition of Retailing Excellence
Long before becoming directly involved in the retail business, we were a leader in promoting and facilitating excellence in retailing throughout our independent distribution organization. Fleetwood has always been the industry innovator in developing groundbreaking retail merchandising standards and best practices, and FRC has continued this tradition. For example, Fleetwood Home Centers feature the industry's most appealing, upscale retail setting, and the highest dedication to customer satisfaction programs.
    FRC is so strongly committed to satisfying our customers that we award a quarterly bonus to all associates who meet customer satisfaction and profitability goals. Fleetwood is the only vertically-integrated company in the industry that rewards associates specifically for delivering superior customer service. In its first full operating year, FRC achieved an overall customer satisfaction level of 85 percent. FRC was formed with the primary objective of becoming the industry's leading retailer by offering the consumer a better home buying experience. We will continue this pursuit through the creation of innovative sales and marketing programs to further advance the manufactured housing retail industry. We are striving to be viewed as the benchmark that others will seek to emulate.