Cargo Embarks On Major Push With Joiner

A specialty furniture retailer revamping its concept has assigned its first national advertising account to Joiner Rowland Serio.
Fort Worth, Texas-based Cargo Furniture and Accents/USA named JRS here to head its print, outdoor, direct mail and in-store assignments after a brief review of undisclosed area agencies. Work for the client has already begun, according to JRS principal Jay Serio. Initial billings are $1 million.
Primarily known for its children’s furniture, Cargo has expanded its line in recent years to furnishings for the entire home, according to Serio. The solid-pine construction of the furniture is its primary feature, said Serio.
“Consumers may not have realized this furniture is solid pine,” said Serio of the first creative work. “We tried to emphasize that directly in the headlines, and indirectly with wood-grain visual elements.”
Cargo is shifting its base of retail operations from smaller mall locations to larger stores within corner shopping centers. “Over the last year-and-a-half they’ve been moving away from malls,” said Serio. “There, they didn’t need to advertise so much. Now the strategy is to move into strip centers, and you have to be more aggressive to bring people to the stores.”
Cargo originated in 1981 as a subsidiary of Fort Worth-based Tandy Corp., but is now wholly owned by employees with retail locations throughout 10 states and more than 100 authorized dealers.
The retail account is part of a recent new business surge that has pushed Joiner Rowland Serio to $17.5 million in annual billings, according to Serio.