El Dorado opens 10th Boulevard store in Fla.
By Clint Engel -- Furniture Today, February 25, 2007
Wellington, Fla. — Top 100 chain El Dorado Furniture formally opened its 10th Boulevard store here this month, bringing a new concept to the greater Palm Beach market.
The grand-opening celebration at the 110,000-square-foot store at 160 South State Road 7 drew thousands of consumers from across South Florida, the company said. A private opening celebration was held earlier for the media, suppliers and other guests.
"We have not only made the store customer-friendly on the inside but also on the outside," said Chief Marketing Officer Robert Capo.
"The experience begins the moment you enter our parking area with park benches, shade trees and walkways, which lead to the grandiose entrance with architectural columns," he said.
The midpriced to upscale store features the retailer's signature Boulevard streetscape, with themed storefronts and facades, and vignettes that include such special touches as 16th century stained glass windows and Egyptian hieroglyphics.
For parents shopping with small children, a "taxi stand" near the entrance houses bright yellow taxi cab-like ride-on strollers.
New to the store are large Corinthian columns and a glass wall at the entrance. The wall changes colors and plays off the retailer's "There's a style for everyone" theme, said Pedro Capo, chief operating officer. El Dorado's delivery trucks now are painted in various colors too.
The new store is projected to do $30 million to $40 million in sales and isn't expected to cannibalize business from existing stores. The nearest El Dorado unit is about 45 miles south in Plantation.
Consumer response to the soft opening at the Wellington store was "amazing," Pedro Capo said.
Key suppliers include AICO, Wynwood, Kinwai, Legacy Classic, Pulaski, Natuzzi, DeCoro, Schnadig and Simmons, Spring Air, Restonic, Tempur-Pedic and Comfort Solutions in bedding.
Owned and operated by the Capo family, Miami Gardens-based El Dorado opened in South Florida in 1967.
It is No. 46 on Furniture/Today's Top 100, with estimated 2005 furniture, bedding and accessory sales of $176.1 million.
With Florida retailers battered last year by a nosedive in the housing market and skyrocketing home insurance rates, El Dorado's sales in 2006 were off by about $1 million, Pedro Capo said.
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