George understands the passion that This End Up insiders feel about their lost company.
When This End Up outsourced delivery to Hygrade Transport, it also turned over the operation of its new centralized distribution center to the transport company.
The very culture that made This End Up a special company wasn't a good fit for bottom-line performance in a larger company, George argued.
"The This End Up culture -- working together, joint decision-making -- is a wonderful culture for a company as it is growing, but it is not a good culture when you're in a turnaround situation.
With no buyers willing to take the risk, Citicorp had no choice but to liquidate This End Up. Whatever the causes of its downfall, This End Up leaves a legacy behind -- one of ideas, products and people.
George points to the core executives as This End Up's greatest contribution to the home furnishings industry.
Caroline Hipple, who was executive vice president of sales, marketing and merchandising at This End Up, was just named president of Storehouse, the 43-store home furnishings chain based in Atlanta.
"In the next few years, as the people that were the core of This End Up assume new positions, you will see the elements of that success in other companies," George said.
"Everyone is going to ask, `Why didn't This End Up make it?' "
1975 Robertson's sister, Libby Brown, and her husband, Stewart, open the first This End Up in Richmond.
1979 This End Up makes move into shopping malls; traffic and sales soar.
1996 Melville dissolves; Citicorp buys This End Up.
May 1999 This End Up operates 135 stores with annual sales of $149 million, but posts $22 million loss.