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Show r " 'r ! r r " i x .V- - ; : :- i I V. h -C- Y I ,nh t . h 1 ' i l ii'. . t : "V y 1 f ----- . ! t I i : "I l-v-- 'f : j i! h i 1 i r 1 'I I , i - . V li 1 :i S. Morgan Sorensen, left, South East Furniture Company executive, execu-tive, is shown receiving the Western Achievement Award last night after his selection as the outstanding furniture retailer in the west contributing most to his community and his industry, during the last 12 months. Sorensen uses the company airplane to call on customers as far .as 200 miles from Sugar House. Bill K. Winberg, president of the Furniture Club of Southern California, Cali-fornia, sponsor of the annual presentation during Los Angeles Summer Market week, is on the right. OBGJIFI SORENSEH SWSROED TOP SALES RECOGIIITIOfJ S. Morgan Sorensen, the Sugar House flying furnture man who frequently calls on customers by airplane, last week received the Western Achievement Award, presented pre-sented at each Los Angeles summer sum-mer furniture market to a western retailer for outstanding service to his industry and community The award was made at an industry in-dustry dinner dance in the Moulin Rouge restaurant by Bill K. Winberg, Win-berg, president of the Furniture club of Southern California. This affair is a high point In the week-long week-long furniture market which attracts at-tracts thousands of buyers from throughout the country. Sorensen is vice president and merchandise manager of the South East Furniture Company In Sugar House. In presenting the plaque symbolic sym-bolic of the award, Winberg described de-scribed the TJtah merchant as an outstanding representative of the furniture industry for a number num-ber of years. Sorensen is president of the Utah Council of Retailers, a trustee of the American Retail Federation, and past president of the Utah Furniture Association. In 1942 he received the Cavalier award. Customers who live within a radius of 200 miles of the South East Furniture Co., are considered within easy visiting range of the store's staff, Sorensen explained. The dealer has been flying for Continued on Page 8 MORGAN SORENSEN AWARDED TOP SALES RECOGFilTIOH area in which the store is located lo-cated is one of the most aggressive aggres-sive trading centers in America. The shopping community now has 13 furniture stores, of which seven are sizable. It is said they sell more furniture than is sold in the remainder or the state, including downtown Salt Lake City. office and warehouse space. All this is under one roof. Catering as it does to today's mobile customer, cus-tomer, the store boasts a 125-car parking lot which is surfaced, landscaped and lighted South East Furniture is a substantial sub-stantial user of all mediums of advertising, rating No. 14 in the nation last year in newspaper lineage, line-age, for an independent furniture store. The Sugar House shopping Continued from page 1 10 years and acts in the capacity of chief pilot for the company. He frequently ferries store personnel to a customer's home for consultation consul-tation and decorating advise in the morning, with the return trip made in time for the store opening at 10 a.m. The company owns a Beechcraft Bonanza, which Sorensen flew to Los Angeles with his wife. They have three children, Sally, 20, Stephen, 17, and Christine, 12. A graduate of the University of Utah, Sorensen has been active in operation of South East Furniture Furni-ture Company since its founding in 1926. He now merchandises the entire operation and in addition buys for all departments except major appliances and floor coverings. cover-ings. Horace A. Sorensen, co-founder of the business with his father, the late S. C. Sorensen, is president of the firm. The balance of executive execu-tive responsibility is shared by his three brothers, S. Morgan, J. Gordon Gor-don and S. Calvin. The store is located in Sugar House. Recently remodeled, it has 35,000 square feet of display space, and another 70,000 square feet of |