In gearing up for winter, outdoor furniture may not be on your list of things to buy. For Seasons Too Ltd. Owner Frank Alfarone, the winter is a great time to sell Christmas décor and to stock up for the coming season. The company has offered outdoor furniture since the 1920s when Alfarone’s father owned and managed the store in Manhattan.

Originally a manufacturer of furniture, Seasons Too Ltd. now sells name-brand items in three locations: Darien, CT; Brewster and Larchmont. Patch sat down with Alfarone to discuss his company’s secret to success.

Larchmont Patch: How did the store start out?

Frank Alfarone: My father owned the company and manufactured wrought iron items in the 1920s on Mulberry St. in New York City. I started working with him when I was 17, in 1964.

Larchmont Patch:. What do you offer?

Alfarone: We offer outdoor furniture and accessories. Outdoor chaises, outdoor seating groups, dining groups, umbrella, hammocks, accessories like wine glasses, plastic dishes, table settings. In the off-seasons we offer Christmas items like artificial trees, wreaths, lights ornaments and decor.

It went from a manufacturing facility, where we used to manufacture furniture and wholesale it, to selling the items retail. We then opened this store in 1982, then the Darien store, and when we moved to Brewster about 12 years ago we stopped the manufacturing completely.

Larchmont Patch: Why did your company stop manufacturing?

Alfarone: It became too involved, so we decided to just sell retail. Plus we didn't want to have four facilities. The manufacturing was down in the Bronx. 

Larchmont Patch:  What do you enjoy about working in a store that is your own?

Alfarone: I enjoy working with people, and I love the physical work. I enjoy dealing with the warehouse, and I enjoy when I can set the place up myself. It gives me a lot of satisfaction. 

Larchmont Patch: Who comes to shop at your store?

Alfarone: Local, affluent people are our main customers. We are not like Home Depot in that we offer name brands, well-known, well-sought-after pieces and companies. We are a distributor of particular companies so we get calls about our high-end items.

Larchmont Patch: How has the economy affected business for you?

Alfarone: It hasn’t a great deal. For last season, more than anything, the weather played a role in slowing business. We took a little bit of a hit because of the economy, but it was mostly because of weather-related reasons.

Larchmont Patch: Why do customers come back?

Alfarone: Clients come back because of service. We deliver and set up the items—it is a white glove delivery, ready for your pieces to be used. Clients can come back if they have problems, as we have our own furniture repair facility. 

Larchmont Patch: Will your children work with you?

Alfarone: No. I have a business partner who is several years younger than I am… although I have no intentions of retiring any time soon.

Larchmont Patch:  So your secret to success is your service?

Alfarone: Yes, because building a personal relationship with the customers is very important, especially in this type of business. We are here, seven days a week. Our secret to success is also in our name brands.

Larchmont Patch: What were you most surprised about when you started in 1964?

Alfarone: I was most surprised at the long hours and my father’s dedication.

Larchmont Patch: Why Larchmont?

Alfarone: The building was owned by local people who were in the same business. They were retiring, so I took the store over. Back in the 50s, it was a sign shop headed by Rudy Novak. At that time, my father came along and talked him into selling outdoor furniture. So we’ve had a presence here since the 50s.