Hooker gallery popular
By Jeff Linville -- Furniture Today, June 5, 2006
High Point — Case goods and leather upholstery resource Hooker Furniture has signed 27 retailers for the company's first gallery program, the SmartLiving ShowPlace.
Working quietly with stores in the past few months, Hooker came here in April with 12 commitments and won 15 more at market.
"The goal was to get 35 by the end of the year, so we're well on the way," said Kim Shaver, Hooker vice president of marketing communications.
She said the Virginia-based company has identified the program as a key strategic focus over the next five years.
The 27 retailers have agreed to install displays between 3,500 and 10,000 square feet to show the Hooker line, including Bradington-Young leather upholstery.
"Our goal is to develop progressive, co-branded and mutually beneficial partnerships with key dealers," said Ray Harm, senior vice president of sales for Hooker. "These partnerships involve a merchandising and marketing plan to drive increased sales and positively impact the consumers' purchase decision, satisfaction and loyalty through an enhanced shopping experience."
The SmartLiving program offers floor planning, design assistance and gallery installation by the manufacturer's design staff. Other retailer benefits include educational point-of-purchase signage and consumer collateral materials, preferred delivery and quick shipping, up-to-the-minute product availability information via Hooker's Web-based SalesLink program, and advertising support, including direct mail and print ads and national sales periods.
Hooker set up a room in its High Point market showroom to exhibit some of its POP materials. Signage focuses on concepts designed to appeal to consumers; one banner proclaims, "Your life, your journey, your home. Express what you love."
One retailer that recently opened a SmartLiving display is McLaughlins Home Furnishings Designs in Southgate, Mich., which has an 8,000-square-foot gallery.
"We've had many positive comments about the display already," said Dan McLaughlin, vice president. "Hooker is a high-quality, well-styled line known for its values in many of the most sought-after home furnishings today. With plasma and flat-screen TVs so popular today, Hooker offers home entertainment furniture to address everyone's needs."
In Kennesaw, Ga., Decorating Mart unveiled a 4,000-square-foot ShowPlace.
"Hooker's comprehensive line of quality furniture will help us be more competitive as a one-stop shop for homeowners," said President Myron Dwoskin, whose store has a staff of nearly 30 interior designers to help consumers.
Over the Memorial Day weekend, Klingman's Furniture Gallery will launch a 7,500-square-foot SmartLiving display at its Shelby Township store in greater Detroit.
