Drexel debuts Lillian August prototype boutique at market
By Furniture Today Staff -- Furniture Today, April 14, 2002
HIGH POINT — Drexel Heritage is offering a new Lillian August Boutique at the April market.
"Smaller than a gallery, the new boutique concept is designed to better serve existing dealers and attract new stores to our growing Lillian August brand," said Will Sharp, senior vice president of sales and distribution.
The prototype boutique is the centerpiece of Drexel's space this market, with Lillian August upholstery and case goods showcased in 2,200 square feet. Sharp said dealers can see "how easily and compactly" they can offer the Lillian August look in their stores.
Dean Thompson, Drexel's brand manager for the Lillian August line, said the boutique "differs from traditional galleries in that it's very heavily layered in texture, color and patterns, with extensive accessorization. This gives it a very unique feel in the marketplace."
She said the "line is cross-merchandised with wonderful accessory items available to retailers. There are carefully selected assortments of rugs, pillows, wall décor, silk flowers and imported throws that we think should be used in the Lillian August boutiques."
The newly refined boutique concept is based on the premise that one merchandise mix won't fit all stores, so Drexel's design staff will work with each retailer to custom design the boutique.
"The mix will be tailored to each store's unique needs," Thompson said, adding fabrics would play an important role, with each boutique housing an easy-to-work-with Lillian August fabric cabinet.
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