Pilgrim's renovation proving street smart
Connecticut retailer gives shoppers peak at the past
By Clint Engel -- Furniture Today, August 11, 2003
Southington, Conn. — Pilgrim Furniture City is wrapping up a $1 million renovation of its 160,000-square-foot warehouse showroom complex here, designed to set the independent retailer apart from big-box competitors.
While it did not adjust its merchandising, the midpriced Pilgrim has upgraded the interior with fresh paint and wallpaper, adding better accessories and a 20-seat movie theater where children can watch DVDs while parents shop.
The exterior overhaul, featuring a more contemporary design with a 50-foot tower entrance and columns, "might give us the biggest bang for our buck because we're on a very busy highway," said Pilgrim President Mike Albert. The store is on busy Route 84, traveled by some 50,000 cars a day.
But the most dramatic changes have come in the 10,000-square-foot warehouse walkway area, which leads consumers into the showroom.
Working with Connie Post Cos., Pilgrim created a townscape along the walkway, complete with city hall, post office, barbershop and café facades. Other building fronts include an old-time candy store, police and fire stations, hardware and general stores and a taxi stand.
Just before consumers enter the showroom by passing under a movie theater marquee, they can ride on a 21-foot, antique replica carousel imported from Argentina, one of three carousels installed or planned in Connie Post-designed stores.
"We were trying to create an interesting experience for the customer to set us apart from the chains," Albert said, noting Pilgrim faces competition from such Top 100 names as Raymour & Flanigan, Levitz and Seaman's, among others.
The carousel, which kids ride for free, has been a big hit, he said, adding it has been used by a group of about 20 couples for their high school prom pictures.
But other things also have drawn attention. When the fire department did its annual inspection, the fire chief told Albert he really needed a fire engine to go with the fire station façade.
"So he sold me a 1945 LaFrance fire engine" from the chief's collection of restored equipment, said Albert, who paid $1,000 for the truck once used in nearby Chesire, Conn.
When designer Post got involved in the project, she told Albert, "I'm going to help you think like a girl," recalled Post, who also developed the exterior design and parts of the showroom. "We created an environment that speaks to women through home and family and sense of community," she said.
As for the carousel — there's one at Grand Home Furnishing in Roanoke, Va., and one set for Miskelly Furniture in Jackson, Miss. — Post called it "timeless and wholesome. There's a certain element of fantasy and a tremendous amount of allure for women around a carousel."
Since the townscape opened this spring, sales have been up more than 25% despite the very tough economy, Albert said. "We're creating an experience for the customer and it's been a great success," he said. "It will more than pay for itself."
Albert projected the store will do about $15 million in annual sales in its first full year with the new design, a double-digit increase, although he wouldn't disclose last year's sales.
Pilgrim, founded by Albert's father Jay Albert in 1961, moved from Plainville — one town south — to Southington about two and a half years ago, buying a former Levitz store and more than doubling its selling space to about 52,000-square feet. Levitz, in turn, moved to a smaller store in Plainville.
The retailer has hired a new advertising agency, Horich Parks Lebow of Baltimore, and shifted its advertising to television from what had been primarily a radio effort.
Key suppliers include Lane and Rowe — both with in-store galleries — England, DeCoro, Ashley, Vaughan-Bassett, Lea, Winners Only, Aspen, Legacy Classic, and Englander in bedding.
