Soon, the familiar old radio and TV jingle for Sylvan Furniture Co.s downtown Spokane store no longer will be applicable.


The 56-year-old store is moving to a two-level, 19,000-square-foot building at 1233 N. Division from its three-story, 29,000-square-foot space at 227 W. Riverside, where it has been located since opening in 1945. The stores longtime address used to be sung in oft-aired ads.


Chuck Dreifus, the companys president, says the company plans to change the format of an Ashley Furniture Home Store it operates at the North Division Street location and move the Sylvan store there in mid-December. The company had leased the North Division building in the spring of 2000 and opened an Ashley Furniture store there. That store has carried only furniture made by Ashley Furniture Industries Inc., of Arcadia, Wis., but that merchandise now is being liquidated to make way for the Sylvan store. Sylvan, however, will continue to carry some Ashley furniture.


Dreifus says the company plans to keep the downtown building, which it owns, and possibly use it for clearance sales. Since Sylvan Furniture will be operating out of a smaller space on Division, it will more aggressively move out merchandise that doesnt sell well.


Dreifus says the company moving the Sylvan store to maintain profitability. He says customer traffic at the downtown store had been declining steadily in recent years.