By DIANE GASPER-O'BRIEN

dobrien@dailynews.net

They talked about timing, about the importance of making decisions at the right time. How a little bit of luck plays a role in the success of a business. And having an open mind to diversify if necessary.

The conversation was between Brad and Braden Miller, sitting at a large mahogany table in a modern-day showroom at Ashley Furniture HomeStore in Hays last week.

While the scene was dramatically different than the early days of the business, these Millers -- officially Robert B. Sr. and Robert B. Jr. -- were echoing the philosophy that has kept their family business above water, even in tough economic times, for more than 100 years.

They are descendants of J.W. Miller, who opened a general store in Claflin back in 1903, and has been the inspiration for his relatives during the last 11 decades.

"The main reason we're still around is that we found a business that the big-box store can't conquer," said Brad Miller, now co-owner of Miller's of Claflin furniture along with his older brother, Bill.

From farm implements and hardware, windmills and plumbing, television sets and home appliances, Miller's evolved into a furniture and floor covering business and encompasses the entire Main Street of Claflin, a small town of about 650 Barton County residents in central Kansas.

Three years ago, the family expanded and started an Ashley's store in Hays.

The Millers knew they had another couple of entrepreneurs in the wings.

In addition to Braden, Bill's only son, Colby, is set to join the family business in Claflin when he graduates from Kansas State University this spring.

The family also has oil interests, and Braden, who graduated from KU in December, said he knew growing up he'd be involved in one or the other.

"This was kind of the game plan (when they bought Ashley)," Braden said. "I always wanted to end up in a small town. I hate traffic."

Brad said Ashley's has been a good fit all around.

"One of our largest markets out of Claflin has been northwest Kansas," he said. "We're more of a middle to upper price store at Miller's, and we saw a good spot for a starting price point to middle price point here. Hays is perfect for an Ashley's."

So the Millers went with their instincts and leased the vacant ALCO discount store near the corner of 27th and Vine.

Now instead of an empty monstrosity, the 40,000-square foot building features numerous showrooms of living room, dining room and bedroom furniture.

Expanding is nothing new for the Millers.

"In the late 1980s, we went from 2,500 square feet to 100,000," Brad said of the historic Claflin location. "We found out people will travel to get a good deal on furniture."

Like most businesses, the furniture trade is feeling the pinch of the recent economic downturn as well.

"This is making everybody shift gears," Brad admitted.

But he learned how to do that quite well from his father, Robert Joseph, who learned from his father before him, Robert L. (Bob), one of J.W.'s four sons.

The Millers have carried on that family tradition for more than a century. Half of Bob's family of 10 children still work in the business, and three of Brad's and Bill's sisters are salespeople in Claflin.

So, Brad said, customer relations is an easy aspect of the business.

"We treat everyone like family members," Brad said. "Open and honest."

The Millers obviously are from some tough stock, the kind that refuses to recognize, or at least participate in, a recession.

"Now, we're trying to keep our numbers the same, which at this time would be a plus because we have fewer customers," the newest family member of the business said.

"We are wanting to add even more of a personal touch, what we learned all along," Braden added, saying he hopes the name Ashley in Hays and the surrounding area can become as recognizable as Miller's of Claflin.

More than 90 percent of businesses don't make it to the second generation.

The Millers passed that milestone ages ago.

"There were a lot of right decisions," Brad said of the family's success. "But a lot of luck, too."

The Hays location already is the largest Ashley Furniture HomeStore in Kansas. And the Millers are moving forward with expansion plans at Ashley's: "Add some sizzle and have more display area."

The fact that its location pits it near one of the busiest intersections in town sure doesn't hurt.

That was something that attracted the Millers to the building from the beginning.

A good decision. A little bit of luck.

"We have more traffic behind this building," Brad said with a smile, "than we have on Claflin's Main Street in a month.