Fun-loving Pilgrim wins NHFA's highest honor
By Furniture Today Staff -- Furniture Today, March 13, 2006
High Point — Pilgrim Furniture City, which has promoted a fun shopping experience and increased its sales while supporting charities in its Southington, Conn., community, is the National Home Furnishings Assn.'s Retailer of the Year.
Pilgrim principals Mike Albert, president, and Steve Bichunsky, vice president, will be honored at a gala reception on Thursday, April 27, during the High Point market.
In 2003 and 2004, the partners did an extensive renovation, redoing the exterior and hiring Connie Post to design a 60,000-square-foot showroom, with features including a faux townscape with old-time storefronts and an antique replica carousel that kids can ride for free. The 161,000-square-foot building also includes a spacious warehouse.
The "shoppertainment" strategy led to significant sales gains, according to the NHFA.
"Mike, Steve and their store represent the very best in retail home furnishings: being leaders in our industry, updating their store and improving its services, developing a business plan which dramatically increased sales and, most importantly, supporting philanthropic causes in their community," said NHFA President Mary Ann Leavitt of Scottsdale, Ariz.-based Breuners Arizona. "They epitomize the very best values in our industry, and all of us in retail home furnishings salute them."
In addition to its extensive remodeling, Pilgrim changed its advertising strategy and developed a public relations and marketing strategy to bring consumers in for special events, the NHFA said. It became a place for benefits and charity fundraisers, and offered warehouse space for the Southington Social Services holiday gift drive.
Candidates for Retailer of the Year, the NHFA's highest honor, are nominated by their peers and are judged by a panel of NHFA senior officers, industry suppliers and a former award winner.
