2nd Bograd's store opts for casual dress
By Joan Gunin -- Furniture Today, June 27, 2005
Riverdale, N.J. — Aiming to present a broader range of product categories, Bograd's Fine Furniture, after 75 years in business, is launching its second store here with an official grand opening July 10.
Aptly called Bograd's Second Home, the 4,000-square-foot store is designed to appeal partly to a well-heeled clientele owning second or even third homes. It also will fill second bedroom, children's bedroom and outdoor furniture needs.
The second Bograd's will offer the same quality upscale goods as the 25,000-square-foot flagship store located less than two miles away, but with a much more casual bent.
"Multi-homeowners still want quality, but this adds a different lifestyle look," said Bograd's manager Rick Silverman, a 25-year company veteran.
While the main store is rather formal, Bograd's Second Home exudes a relaxed ambiance. Bare floors and area rugs take the place of dark, heavy broadloom, and there are fewer accessories, which underscores the lighter, airier approach.
The opening marks the end of an era for Bograd's. The company, long associated with nearby Paterson, N.J. — its base of operations since its inception in 1930 — will close its distribution center there. Storage, routing, shipping and receiving will now be carried out at the 16,000-square-foot warehouse attached to Second Home.
The new facility has ample on-site parking and also eliminates the need for the 100-year-old freight elevator still in use at the Paterson site.
Among the manufacturers the new store will carry — many of which also are sold at the main store — are Baker's Milling Road line, Bradington-Young recliners, Cisco Bros., Dinec, Flat Rock Furniture, Gat Creek, Harden Furniture, Nichols & Stone and Palecek.
Some categories, including children's bedroom, haven't been adequately represented in the main store due to space constraints, Silverman said. At the new store, Vermont Tubbs will address the youth bedroom category.
Barlow Tyrie, Brown Jordan International and Veneman Collections will supply outdoor furniture.
The new facility also will have a clearance center in the warehouse, Silverman said.
Bograd's likely will mention both stores in its future print advertising campaigns, he said.
