Company Information

When Larry French opened his Singer dealership in 1983, he named it "A Family Sewing Center." Since its beginning, he has expanded the Grand Rapids, Michigan store to include two locations, and created an atmosphere that makes employees and customers feel like part of the family too. Larry's wife, Sue, does the bookkeeping. Their son, Larry Jr., sells and services machines and his wife, Candy, is involved in sales and education and runs the store's monthly Singer Club.

"Larry and his team truly care about their customers," said Bruce Crawford, Singer Regional Sales Manager. "They offer comprehensive after-sales services, such as classes, clubs and quality repairs. Larry has also focused on the future by moving his company into the computer age and experimenting with new methods to market his business."

Larry began selling Singer sewing machines 44 years ago while attending college in Detroit. "I started out doing home deliveries," he remembers. "Next, I was trained in repairs and began doing outside sales. Back then, we gave estimates in the home and we always demonstrated a new machine while we were there." Larry decided to become a full time salesman and, in 1968, was transferred to Battle Creek to manage his first store. He was promoted to the Flint store in 1970, and by 1974 was a District Manager. He also served in that capacity for Jo Ann Fabrics in the early eighties.

When Larry opened his Singer dealership inside a Jo Ann store, it was one of the first fabric store set-ins in the country. After 12 years, he moved to his current freestanding location. All Sew was born in 1989 as a partnership with several former Singer coworkers. Larry recently completed a buy-out and now operates the two locations as part of his family business.

"When I started with Singer, I did not plan to stay," he said. "But the excitement and challenges got me interested, and now there isn't anything I'd rather be doing. Sewing machines and every phase of our industry have changed drastically, yet it's still a people business. You still have to be excited about the product you want to sell.

Larry's company has 15 employees. "I am fortunate to have employees in each location who treat their store like it is their own."

"Working with my family gives me a tremendous incentive to make our company even bigger and better for the future," said Larry.