Third-generation family business still thriving after 60 years in operation
By Homaira Shifa
Special to The Malibu Times
When Herman Safran started his small furniture business in 1945, little did he know that it would still be growing and thriving two generations later. What started out as product selling from estate sales out of his west Los Angeles store, today has expanded to three locations run by his grandson, Ron Safran.
Herman named his business Victory Furniture to commemorate the sacrifices and glory of a growing nation after World War II. The store symbolizes the hope and optimism felt by Americans in the post-WWII boom.
Originally selling a wide assortment of goods, including rugs and accessories and furniture, Herman soon developed a niche in outdoor products. His business flourished once he advertised in the Home section of the L.A. Times in the early 1950s.
Soon after in the 1960s, his son, Martin, joined him and helped expand to a second location. Later, in 1991, his son, Ron, joined him and helped continue the expansion.
Today, there are three Victory Furniture showrooms in West Los Angeles, Santa Monica, and Irvine. These locations showcase luxurious patio furniture and accessories appropriate for a wide range of design tastes.
Among the many brands available at Victory Furniture are Braid, Brown Jordan, Caluco, Cast Classics, Gloster, Laneventure, O.W Lee, and Tropitone. The store offers dozens of special collections and four types of material, including aluminum, mixed materials, teak, and woven.
Victory Furniture offers customers the opportunity to create special orders, where all efforts are made to meet customer’s special needs and individual preferences.
The key to an ongoing successful business is “our ability to reinvent our business as times have changed,” Victory Furniture store representative Jamie Button said.
Ron lives in West Hollywood, but spends most of his time traveling from store to store. His parents, Martin and Julie, live in Malibu.
Visit www.victoryfurniture.com for more information on Victory Furniture.