Norwalk: Not really the same
Sheila Long O'Mara -- Furniture Today, January 20, 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.
