The Moetini bar is just one of the fixtures that contribute to Moe's “relax, welcome home” philosophy, a lifestyle Samieian not only markets but enjoys himself. “It's about creating a friendly atmosphere for people to come home to at the end of the day — where they can relax and feel comfortable putting their feet up on the coffee table,” he said.

It's a philosophy that has worked for him ever since 1985 when he got his start in the rug business. “My rugs were different than anybody else's. Persian rugs have such intricate designs, so I said look, people are tired when they come home after a day of work. These rugs will make their heads spin. Give them something to calm and relax them — simpler designs. And that was successful for me.”

Samieian's start in the rug business followed unsuccessful attempts to find work in the recession-era early '80s. “I graduated with a degree in electrical engineering in 1981, sent out hundreds of resumes and got a lot of thank yous,” he said. “I thought, well I've got easy access to rugs and a pretty fair business mind so let's do that.” Six years later, he began to add home accents and furniture.

He also added a couple of family members. Samieian's children, Sara and Moe Jr., have become very familiar faces in the showrooms, where they've helped out for years. After graduating with degrees in accounting and finance from the University of British Columbia in Vancouver, both expressed an interest in joining their dad's business. Now, says Samieian, they're the driving force of his company, an international operation that has expanded beyond its Vancouver headquarters to include showrooms in Atlanta, High Point, San Francisco, Las Vegas, Dallas and Chicago, a warehouse and office facilities in Richmond, Calif., a 250,000-sq.-ft. factory in China, two 30,000-sq.-ft. stores in Vancouver, and a store in Seattle with a second scheduled to open there this spring.

Several years ago, driven by concerns expressed by some of his smaller retail clients, Samieian made some strategic changes that have proven very successful for the company. “They (the retailers) saw the muscle and

purchasing power of the bigger stores and said 'Moe, we've been in business 25 years. What can we do to keep them from pushing us out?'

“So I thought, what can we do to help keep them profitable and in business? I told my children, 'I'm shifting half of the business in the direction of China so these small independent retailers can buy at the same price as the big boxes.'” That led to the company's mixed container program for independent retailers. “Today, a 1,500-sq.-ft. store can come in here and choose a container, fill it up with Moe's products and, if it's in stock, receive it in four to six weeks.” The company also offers a custom container build feature on its Web site where customers select one of three container sizes, then browse and select from the product pages to fill the container. A container cart visual lets the customer know how much space is left.

Glenda Ray, who joined the company in September 2007 as Moe's chief operating officer, calls Samieian a visionary, a people person and an out-of-the-box thinker. “Moe can foresee a trend, but he also brings his vision, passion and strength to all of his employees,” Ray said. “He'll walk into the Richmond office and people just can't wait to say hi to him. Many of them have been with him since the beginning. They love Moe because he takes care of his people.”

He also takes care of himself. Samieian maintains residences in Seattle and China, but Vancouver is home. In Vancouver, he sponsors and plays on a soccer team in a league that he's been affiliated with for more than 25 years. He also likes to relax, put his feet up and spend time with his wife, Faye, in a setting that exemplifies the “simplicity and elegance that is Moe's.”

MOE SAMIEIAN Born/grew up in?
Iran.

What did you want to be when you were growing up?
I thought of being everything except this. I never thought I'd be who I am today.

Earned first paycheck?
Doing odd jobs during summer breaks.

What are you reading?
Pour Your Heart into It, the story of Starbuck's CEO.

Three words that best describe you?
Passionate, sensitive, honest.

I wish I knew?
Everything my children know today, back when I was their age.

Secret Indulgence?
Moetinis.