New concept for Natuzzi
Dallas store is first U.S. dealer-owned unit
By Joan Gunin -- Furniture Today, October 10, 2004
Dallas — The first independently owned U.S. Natuzzi dedicated store was soft opened here two weeks ago, with a grand opening set for Nov. 4.
"An independently owned, freestanding store represents a whole new concept for us," said Gary Greenbaum, vice president of retail and brand development for Natuzzi Americas, an arm of Italy-based leather and fabric upholstery powerhouse Natuzzi.
The 11,000-square-foot store, owned jointly by Moshe Rudelman, his father-in-law Errol Jacobson and their families, is in a strip center at the high-traffic intersection of Preston and Forest.
Rudelman, originally from Costa Rica, represents the third generation of furniture retailers in his family. Jacobson brings retail expertise as a founder in 1984 of Soft Warehouse, the forerunner of computer superstore CompUSA.
The Rudelman family carries the Natuzzi line at its Central American stores, and Rudelman was drawn immediately to its fully accessorized gallery concept, displayed at both the Natuzzi showroom in High Point and at the company-owned SoHo unit in New York City, his home at the time. "I understood the concept; I liked the concept," he said.
Jacobson was intrigued with buying "fine-quality products from one supplier."
Rudelman decided he wanted to open his own Natuzzi store. The upholstery producer has 270 stores in Europe and one in Monterrey, Mexico, but an independently owned store had never operated in the United States.
Making his move in earnest at the April market, Rudelman took Jacobson to his first furniture market to study opportunities with Natuzzi executives.
The Preston Forest Shopping Center site soon was acquired. The corner store location benefits from well-lit windows on two sides.
Featuring a better/best scenario with Natuzzi and Pasquale Natuzzi Collezione upholstery, Texas consumers can choose from five grades of leather, Natuzzi's branded Dreamfibre microfiber, or fabrics.
Generally, dealers who install Natuzzi galleries — typically around 3,200 square feet — choose from one of the producer's three lifestyle themes: vintage, casual or urban. The Dallas store displays all three.
"Here, we have put two different floor plans side by side," Natuzzi's Greenbaum said. "This is the first (store) in the world with both floors."
He said the Rudelman/Jacobson team has a proven retail background and will allow Natuzzi to increase market share and brand-name recognition in Texas.
Natuzzi is interested in opening dedicated stores primarily where its retail presence is minimal, Greenbaum said. Currently, only one Natuzzi in-store gallery exists in metro Dallas.
Rudelman and Jacobson said they would be receptive to opening more Natuzzi stores.
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New concept for Natuzzi
Oct 11, 2004
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