Schneiderman's will unveil first superstore, sets lifestyle display
By Tom Edmonds -- Furniture Today, February 10, 2002
Lakeville, Minn. — Schneiderman's Furniture will unveil its newly expanded superstore here on March 7. At 90,000 square feet, the Lakeville store is more than 50% bigger than any of the company's eight other units.
The additional space was created when the company last year moved its Twin Cities distribution center to a 110,000-square-foot facility in Burnsville.
The midpriced retailer will show "more of everything," said Larry Schneiderman, partner with his brother Russ Schneiderman, but the biggest change will be in the presentation of lifestyles.
The store, with Thomasville a primary vendor, is divided into four style categories, each set off by new logos and signage. The categories are Traditional Values, Casual Collection, Clean and Simple, and Studio.
"These are easy to understand, and while our customers sometimes seem intimidated by the concept of design, this will help them decorate with confidence," Schneiderman said.
Lifestyle zones also are being incorporated into the chain's other stores. "We've had bits and pieces of these categories all along, but we're trying to be a bit more clear," he said.
Particularly strong at the Lakeville location are the Clean and Simple and Studio presentations.
"This area has a strong young-family, suburban population," Schneiderman said. "We're hoping to draw from a larger area, but this is a presentation that we think is different from anything else in the Twin Cities."
A Furniture/Today Top 100 contender with 2000 sales of $37.9 million, Schneiderman's has seven stores in metro Minneapolis-St. Paul, including a Thomasville Home Furnishings store and a clearance center, and two in northern Minnesota.
The Schneidermans relocated their home base from Meadowlands, where their parents started the company, to Lakeville five years ago.
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