Alexvale readies 2 IHFC spaces for Oct.
By Thomas Russell -- Furniture Today, September 15, 2003
High Point — Upholstery producer Alexvale Furniture has vacated its Commerce Avenue showroom here and will occupy two separate spaces in the International Home Furnishings Center at the October market.
Alexvale will show in a 7,500-square-foot space on the 10th floor of the Design Center and a 4,700-square-foot space on the IHFC wing's first floor.
The 10th floor space will display the company's core upholstery and occasional pieces, and the first floor area will feature Surroundings, a boutique gallery concept with leather and fabric upholstery and accent pieces. The concept was introduced here in April, said Ron Smith, executive vice president of sales and marketing.
"It's really a theme-driven concept under a banner," Smith said. Surroundings includes "old world" styles featuring heavier fabrics, as well as Alexvale lifestyle upholstery groups that are more casual. The first floor space also will include Alexvale's occasional and Treasures collections.
"It's really up to the dealer to customize the surroundings based on what his needs are in the marketplace," Smith said. "We don't dictate what they do. They pick the collections that work for them."
Combined, the two spaces will accommodate 16 product introductions Alexvale is planning for the fall market.
In July, the company left its 25,000-square-foot, freestanding showroom at 320 East Commerce Ave., which has been sublet to importer Lifestyles Inc.
Alexvale expects higher visibility and traffic as a result of the move. But the new locations are expected to be temporary — the company is searching for a permanent space of 20,000 to 25,000 square feet, which it hopes to occupy by April 2004 so it can unveil a proposed 25 to 30 introductions then.
"We need that kind of space for our entire collection, " Smith said.
Alexvale is owned by Kincaid, a division of La-Z-Boy.
