Harden will install custom display area in 40th store
By Furniture Today Staff -- Furniture Today, September 16, 2007
McConnellsville, N.Y. — Harden Furniture's manufacturer-branded display space, Harden Home Studio, will reach its 40th store with the installation late this summer at Johnson Interiors and More in Oceanside, Calif.
Harden said the Home Studio, introduced in April 2006, is increasing sales of the company's high-end product by 33% in stores with a prior year's history.
The concept presents consumers with a multitude of finish, hardware, cushion, fabric and other options. It is based on research conducted by Al Wight of Strategic Decisions and was designed by store planning expert Martin Roberts of Grid2.
"Harden came up with an idea to differentiate themselves from the imported products that have no options," said Rex Maynard, president and owner of Maynard's Home Furnishings in Belton, S.C., one of the top five Harden Home Studio dealers to date. "The customer gets the message that they can build what they want."
He added, "Our sales of the higher-priced Harden upholstery in particular have grown. The customization option has been there, but now they walk through and with the swatches displayed in the studio and the information kiosks, they can quickly grasp that they have choices."
Besides Maynard's, the other top-performing Harden Home Studio dealers are Pasadena Furniture, Pasadena, Md.; Kensington Furniture, Kensington, Conn.; Great Lakes, Holland, Mich., and Parker Furniture, Beaverton, Ore.
"Providing options for high-end consumers is the way of the future and we've landed on a method for making the selection process easy for both shoppers and retail sales staff," said Greg Harden, president and CEO of Harden Furniture. "Our dealers tell us that the design of the studio footprint (in 1,000 square feet) is efficient and acts like a beacon of light for attracting consumer attention in their stores."
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