Continental opens third Chicago unit
By Clint Engel -- Furniture Today, January 30, 2005
Melrose Park, Ill. — Muebleria Continental has opened its third store here, reaching out to its Hispanic consumer base and others in this western Chicago suburb.
The 25,000-square-foot store in the Melrose Crossing shopping center at Mannheim Road and North Avenue was designed by Connie Post Cos. and is the first to sport the English version of the retailer's name — Continental Furniture.
"Our customer base is migrating to the suburbs, and being customer-driven means ensuring that our stores are accessible," said Gary Portugal, vice president of the family-run business.
Muebleria's first suburban store is on one level, which simplifies shopping, the company said. It also has ample parking, something that's difficult to find in Chicago proper, where its other stores are located.
Portugal said the company has made its mark catering to the Hispanic market, with advertisements on Spanish-speaking television and radio, a bilingual sales staff and other features and services. It sees the new store as a way to grow with the Hispanic community's increasing spending power.
"We also see great opportunity to broaden our reach in this new location, where we recognize that the customer base is more diverse," he added.
Portugal estimated that 90% of Muebleria Continental customers at the two Chicago stores are Hispanic, and expects Hispanics to make up about 75% of the clientele at the new store.
He projected sales in the first year at the new location will reach $5 million. Overall company sales should be about $15 million. About 35% of Muebleria's business comes from electronics and appliances.
Key suppliers include Ashley, Palliser, Klaussner and Sealy in bedding.
The new store's interior reflects its heritage and that of its main customer base, but with a subtle hand.
"We used an iron-work motif throughout ... that might bring to mind a courtyard in Spain," said designer Connie Post. "But it's not overly done. Our goal was to create a welcoming, easy-to-shop space where everyone would feel comfortable shopping, and I think we've accomplished that."
Post's Precision Millworking division was used for the interior walls, which can be moved to accommodate changes. Portugal said the company is "very pleased with the results."
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Continental opens third Chicago unit
Feb 4, 2005
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