Value City plans upscale concept store
By Clint Engel -- Furniture Today, April 28, 2002
FRANKLIN, Tenn. — Value City Furniture plans to open a concept store here based on a successful in-store furniture gallery program that takes an upscale approach to display.
The 50,000-square-foot American Signature Furniture will open in June in the Cool Springs Galleria mall in this suburb 15 miles south of Nashville.
It will be about the same size as a typical Value City, but with a vastly different presentation, said David Thompson, president of the 78-store chain, which had furniture, bedding and accessories sales of about $675 million in the fiscal year ended last July 28.
"It's really a blend of moderate priced but high-end, quality (furniture) and certainly a high-end, quality presentation," he said.
In price, American Signature will start at the high end of the promotional to midpriced Value City and move up from there.
Thompson said the store — in a new market for the retailer — is a test, but he believes "there will be others." He would not name other possible markets. Value City Furniture, a division of Schottenstein Stores, has stores throughout the Northeast, Midwest and Southeast.
The company released few details about the American Signature store, but did say that it will have hardwood floors, a glass front and a new approach to store display.
Value City, which also manufactures goods, began developing its proprietary American Signature line a few years ago and has been doing well with it, Thompson said. The retailer's Web site at www.vcf.com shows 13 American Signature collections of living room, dining room and bedroom.
He said the retailer will keep the American Signature galleries in its stores, and that the new store will feature a broader selection of American Signature brand goods, extending up the price spectrum.
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