Drexel adds two retailers to store program
Tom Edmonds -- Furniture Today, January 12, 2003
High Point — Two more retailers have signed up for Drexel Heritage's store program, bringing the scheduled openings to a dozen for this year.
Willis Wayside in Virginia Beach, Va., and Saxon-Clark Furniture and Design outside Orlando, Fla., have both committed to building and opening Drexel Heritage Home Inspirations stores this year.
"We've been very fortunate to partner with some of the finest high-end retailers in the industry," said Blain Wrench, vice president of store development for the manufacturer. "We look for experienced dealers who have demonstrated success through outstanding service and a commitment to excellence."
Drexel, a division of Furniture Brands International, says it has commitments for 12 new stores this year and is looking to add 15 to 20 annually for the next several years. Currently, there are 39 Drexel Heritage Home Inspirations stores in North America.
Other commitments include three stores planned for the Chicago area to be owned and operated by the Walter E. Smithe chain, and two in the Phoenix market with the Thomasville Home Furnishings retailer there, Shu-pei Chiao. Drexel hasn't released the names of the other new retailers yet.
At Willis Wayside, work begins in April on a store with about 12,000 square feet of display. Ben Willis is the store's owner and Nancy Craig is merchandise manager. Saxon-Clark, owned by Donny Saxon and Tom Clark, is putting up an 18,000-square-foot building, also starting in April.
Furniture Brands acquired Drexel Heritage just over a year ago, and in October, new President Jeff Young announced that the venerable brand would be re-engineered.
Young said the company would create a good-better-best approach to targeting affluent consumers at different stages of life. The new dh brand will be the company's stylish starter line for young adults; the Drexel brand will target mid-lifers on their way up; and the Heritage line will be aimed at mature executives and adults who have "arrived."
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