Furnitureland South takes space past 1 million sq. ft.
Entranceway addition spotlights high-end lines
By Clint Engel -- Furniture Today, November 10, 2003
High Point — Furnitureland South has opened a 60,000-square-foot, three-level addition that's home to expansive new Lexington Home Brands and Century galleries and expanded boutique displays of other high-end lines.
The new area next to the retailer's main store was opened in stages and serves as the new entrance. It connects to the retailer's 500,000-square-foot FLS Mart building via a new skywalk, which also is used for display, pushing the total space at the Top 100 company's complex past 1 million square feet.
A reception area has a sampling of each of the Lexington brands — including Betsy Cameron, Bob Timberlake, Nautica, Susan Sargent and others. From there, consumers can move into the adjacent 15,000-square-foot Lexington gallery, where each brand is dramatically displayed with great attention to detail, said Jason Harris, Furnitureland South executive vice president.
New lighting and appealing signage and graphics help convey each Lexington brand's image.
"It's absolutely fabulous," Harris said. "They've really done a great job with their branding story."
With the new area, he estimated the retailer has boosted its total Lexington display — including affiliated Henry Link, home office, contract and youth furniture — throughout the complex to about 25,000 square feet from about 18,000 square feet.
Harris wouldn't disclose projected sales for Lexington or other lines, although he said sales with the company have "skyrocketed" since the area opened about a month ago. "We'd love to experience a 20% to 25% increase in sales with Lexington," he said.
Harris said the manufacturer has a brand strategy that "offers eye-catching displays that are easy for customers to understand and shop."
Bob Stec, Lexington's chairman and chief executive officer, called the new gallery "the essence of what branded marketing can do for the consumer.
"Each of the extensive presentations tells an immediate story. They make it easy for the consumer to identify a style that fits her home and personal taste," Stec said. "They give her confidence that what she is purchasing is right for her — and then they offer her appropriate accessories to capture the whole look."
On the second level, a new 15,000-square-foot area has an eclectic display of Century, which Harris said has become "our umbrella top-end line now."
The area has been open for some weeks and is getting rave reviews for its displays of mixed collections and over-the-top accessorization.
Fashion designer Oscar de la Renta, who introduced Oscar de la Renta Home at Century a year ago, visited the retailer for a private event, then stayed to mingle with guests in the new gallery.
On the third level, FLS created boutique-like displays of some existing and recently added high-end lines, including Swaim, French Heritage, Francesco Molon/ Giemme and Emerson et Cie.
A mix of stained concrete and wooden floors, copious draperies and leaded glass drive home the area's high-end feel.
The retailer has closed its Riverdale's restaurant in the store to make room for a Bear Rock Café franchise, which is expected to open in January.
FLS was ranked No. 38 on Furniture/Today's survey of the Top 100 U.S. furniture stores with an estimated $167 million in sales last year.
