Burton James opens gallery at ABC Carpet
Clint Engel -- Furniture Today, February 17, 2003
New York — High-end upholstery producer Burton James has opened a 3,000-square-foot gallery in ABC Carpet & Home's flagship store here. If successful, more galleries could follow at ABC and other retailers.
Aaron Zoref, spokesman for the custom upholstery specialist, said initial consumer response has been strong, with sales of $124,000 in the first six weeks although the gallery hasn't been promoted heavily.
"I would hope to see another (in-store gallery) up and running by the end of 2003," he said.
Zoref said business should pick up in the months ahead, and projected annual retail sales of $3 million at the ABC gallery, or average sales per square foot of $1,000.
Burton James will kick off its first promotion during the President's Day holiday weekend with an ad in The New York Times playing up an 89-inch sofa at $2,900 with four-week delivery.
The manufacturer, based in City of Industry, Calif., is leasing the space on ABC's fifth floor. Company people are assisting ABC's sales staff because of Burton James' complex custom-order capabilities, Zoref said.
The gallery features 30 frames in four theme rooms — traditional, transitional contemporary and club, in Burton James' elegant, classic styles. The average sofa retails for about $5,000, Zoref said.
Six-store, Top 100 company ABC is considering rolling out the gallery to other stores, he said.
