Norwalk: Not really the same
Sheila Long O'Mara -- Furniture Today, January 19, 2003
Columbia, S.C. — Looking to expand their retail reach, Beth and George Fisher decided to open a Norwalk — The Furniture Idea store on the city's Northwest side.
Now, with a year under their belts, the store is picking up momentum. In its first year, the store posted sales of $197 per square foot, and the Fishers are optimistic that number will grow.
The location bodes well. The Northwest side, along Harbison Boulevard, has exploded in recent years to become the city's destination shopping district. In addition to furniture stores like Ethan Allen, Rhodes and Bassett Furniture Direct, the Norwalk store is surrounded by restaurants and other retailers.
The biggest hurdle the Fishers had to overcome at the Norwalk store was the idea that they could run it in much the same way they run Strobler. While both are apples, so to speak, one is a Granny Smith and the other a Red Delicious — they are the same, but not really.
"We tried to do some Strobler stuff at the Norwalk store, and it just didn't work," Beth said. "At Norwalk, it's all about special orders, except for the accessories. The key to doing significant volume is getting into the customer's home, finding out what they need and getting them to believe that you're their decorator instead of a salesperson."
"Our mistake was that we started to buck Norwalk's proven system," George said. "It's all about customization on anything, delivered to the customer in four weeks. At Strobler, it's off the floor if you want it."
While all the synergies the Fishers expected from the two stores have not panned out, the stores do share a warehouse and a delivery staff. The sales and design teams are separate and will remain separate.
-
Fast start for Ashley concept
May 3, 2010 -
Retail view: Bed warranties are too long
Sep 17, 2006 -
Clueless couple makes hip store work
Jan 19, 2003 -
Hooker expands Seven Seas boutique line
Apr 22, 2004 -
American builds a city
Mar 28, 2004
Specialty retailer LoveSac introduces new store design
Belfort Furniture, Lawrance Furniture are NHFA Retailers of Year
Kincaid Furniture honors Jimmy and Rosalynn Carter for Habitat work
Furniture, mattress sales boost Conn's sales 37.6% in recent quarter
Bob's Discount Furniture and several employees help ailing girl
VIEW ALL GALLERIES
