Restonic rolls out gallery program
By Furniture Today Staff -- Furniture Today, March 3, 2002
Chicago — Restonic is rolling out a new gallery program to give its dealers additional merchandising firepower.
The Restonic Gallery helps retailers create more effective and profitable bedding showrooms by setting up a warm, inviting environment for consumers to shop for mattresses, the producer says.
The flagship store for the new gallery program is H.L. Stephens in Montour Falls, N.Y. That retailer wanted to give its bedding department a fresh face and turned to Restonic for help.
"Our bedding department was in need of a redesign," admitted Dirk Stephens, president of H.L. Stephens. "The folks from Restonic came in and really had some vision. They were very helpful with the design, and I'm very happy with how everything turned out."
The results? Traffic — and sales — immediately perked up.
"We found that we were able to place higher-end bedding in our store and sell more of it once we had the proper showroom," Stephens added. He said the revamped gallery, which occupies 1,500 square feet, gave his store a nice boost in business.
Restonic officials are hoping to follow up on that initial success with similar gallery presentations around the country.
The program aims to capitalize on the comfort that bedding provides.
"Our brand positioning leverages the fact that people want to retreat to their beds at the end of the day for some quiet solace," said Lou Paige, Restonic's executive vice president of sales and marketing. "We feel that consumers should experience those feelings immediately upon contact with the Restonic brand. We designed the Restonic Gallery with this in mind."
The gallery includes hardwood floors, warm earthtone walls and trim, and a full line of Restonic merchandising materials. It is designed to fit a wide variety of retail spaces.
"We understand that each retailer has individual market needs and space constraints," Paige said. "Therefore, the display is modular in design and can be customized to any retailer in the country."
The producer has designed a new brochure for retailers that features photography from the Restonic Gallery at H.L. Stephens.
Gallery programs are not new in the bedding industry, or at Restonic, but that producer revamped its program to make it more dealer-friendly and more comprehensive in its offerings, said Ed Scott, Restonic's president.
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