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Montgomery's opens third store

WATERTOWN, S.D. - The 125- year-old Montgomery's here is getting a warm consumer reception to its third and largest store here.
     The Sioux Falls, S.D.-based mid priced home furnishings retailer, which has a strong interior design business, opened the 60,000-square-foot Watertown showroom in a building formerly occupied by grocer Econofoods. It includes a staff of 10 interior designers.
     The company wouldn't disclose its investment or sales information, except to note that custom orders account for roughly 60% of sales for the retailer.
     The fifth-generation family- run business entered this small agriculture-based community through the acquisition of Zimmel's Furniture and Flooring America in September, said Montgomery's Vice President Eric Sinclair. Montgomery's purchased Zimmel's assets - the inventory, but not the three store locations - and ran the going-out-of-business sale before opening its own showroom.
     Zimmel's exit "left a great opportunity in a great market," Sinclair said, adding that the retailer brought in its popular lines and expanded into a few new suppliers, too, including Jonathan Louis and Palliser, which also have been added to its Madison, S.D., store.
     Other key suppliers include Flexsteel, England, Sunny Designs, Liberty, Lane and Southern Motion. In its Mattress First bedding area (Montgomery's is a Furniture First buying group member) the retailer carries Serta, Temper-Pedic and King Koil.
     During the five-month renovation of the grocery store building, Sinclair worked with the general contractor to re-use construction materials in the design. The strike zone area near the entrance, for instance, features corrugated, partially rusted tin from and old farm building. Another area is cleverly decked out in pallets that were used to ship accessories to the store.
     "We wanted the consumer experience to be unexpected," Sinclair said. "This is a very beautiful and different store than a consumer would normally see in South Dakota. The response has been amazing."
     Montgomery's celebrated the new store with an opening event that, among other things, included a chance to win one of three $5,000 shopping sprees with the company.
     The retailer, now with stores in Sioux Falls, Madison and Watertown, was founded in 1888 by George Montgomery and today is led by the Sinclair family, including CEO Clark Sinclair and Connie Sinclair, lead merchandiser and great-granddaughter of the founder.

The Sinclair family,
The Sinclair family, including Eric Sinclair with scissors, officially opens the Montgomery’s showroom in Watertown, S.D.
Montgomery’s of Sioux City, S.D., has opened a new store in Watertown, S.D., the largest of its three stores. The 60,000- square-foot showroom features some new suppliers to the retailer as well as Montgomery’s trademark focus on interior design work.
A colorful Jonathan
A colorful Jonathan Louis display at Montgomery’s in Watertown, S.D., repurposes pallets that were used to ship accessories to the store.
A strike zone near the main entrance of the new store includes England, Flexsteel and Jonathan Louis product in a display using reclaimed corrugated, partially rusted tin from an old farm building.
A strike zone
England upholstery
England upholstery gets prominent display in a gallery within the Watertown store.

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