Roomful Express moving into bold, red-letter future
By Tom Edmonds -- Furniture Today, March 9, 2003
Pittsburgh — Dismissing all past associations with its previous incarnation as Freight Liquidators, the R.H. Kuhn Co. has unveiled its new Roomful Express prototype here, a bright and bold store that sells style and comfort at aggressive prices.
The 60,000-square-foot store in The Pointe shopping district is the latest step up for the Kuhn company, which abandoned the Freight Liquidators handle three years ago.
Designed by consultant Connie Post, the new Roomful Express employs plenty of red and makes repeated use of the company's icon, a house gable with a red oval inside the roofline.
The first building constructed specifically for Roomful Express, the store will be the model for the chain's 11 other units in eastern Ohio and western Pennsylvania. The company expects to complete two relocations in the Pittsburgh market this year.
"This is the vision of where we are going," President Michael Kuhn said at the grand opening ceremony. "I believe this store screams success, and it's going to be a great ride."
Jack McGowan, chief executive officer, said the company turned to Post because "we were looking for a 'wow' here, and I think she helped us achieve that."
The promotional to midpriced store has seven lifestyle sections, as well as merchandise displayed by department. Post said she tried to create an "open and compelling" retail environment. Throughout the store, short, attractive messages are posted assuring shoppers that they are shopping in the right place.
"The use of red with the brand identity gives it a lot of energy, but most important, this will make sense to women," she said. "Women consumers don't know about our industry jargon, but they do know when they feel comfortable and good enough to make a purchase."
The two-level store has two landings on the stairways between floors where Roomful Express can feature new or special lifestyle collections. Each department is strongly identified with signage that reinforces the Roomful Express brand icon.
After the first week, which included a private sale, the store appears to be off on the right foot. "We think we'll blow away our projections," McGowan said.
He hopes to maintain the momentum of 2002, when an 18% gain lifted the retailer's sales to $52 million.
"We're confident this store is going to exceed anything we've done previously," said Kuhn. "We believe we are expanding the furniture pie in our market and that we are going to take some market share too."
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