Boston Interiors adding 7th unit
By Clint Engel -- Furniture Today, March 23, 2009
SAUGUS, Mass. — Boston Interiors is set to open its seventh Boston-area store here in the North Shore area of the city, aiming to better position itself for an economic rebound.
The 12,000-square-foot store on Route 1, in a former La-Z-Boy Furniture Galleries location, will feature the retailer's full line of home furnishings. The chain features an all-American upholstery lineup from key suppliers Rowe, Lee Inds., Max Home and Bauhaus, plus other goods from sources including Riverside, Vaughan-Bassett and Ligna.
Ken Loring, president and founder, said Boston Interiors has been eyeing Saugus for years, but it took a weak economy to finally negotiate a favorable lease. The space became available after La-Z-Boy moved into a larger store nearby.
He said the new store will be easily accessible to a huge section of Massachusetts north of Boston. Most traffic from the north into Boston or the airport is on Route 1, he said. “Literally, it's hard to go any other way.”
And while the road is busy — some 130,000 vehicles a day — cars can pull right into businesses on either side without going down feeder streets.
“We always have had a big presence in the Boston media, but never had a marquee on the North Shore,” Loring said. “It's overdue.”
The company has renovated the space and had a soft opening Saturday. Loring said he expects it to generate $5 million to $6 million sales in its first year and would be happy to see the company's total sales this year reach about $30 million — basically flat with 2008.
“I am optimistic that it will replace some of the volume that has slipped away during the recession and better position us for a turnaround, which is sure to come,” he said.
Known for its strong custom-order business, Boston Interiors has started to see “bright spots,” Loring said, including some big weekend traffic that he believes may be an indication of shifting consumer sentiment.
“They're still getting married, getting divorced, having babies and going through other life changes that require they buy home furnishings,” he said. “If they just get a little bit of confidence, they're going to replace that worn-out sofa.”
Boston Interiors operates in a market teeming with Top 100 companies, including Jordan's Furniture, Bob's Discount Furniture, Bernie & Phyl's Furniture, Raymour & Flanigan and Ikea.
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