Renaud's opens in New Brunswick
Michael J. Knell -- Furniture Today, December 21, 2009
MIRAMICHI, New Brunswick — Renaud's Countrywide has unveiled its new store here, some 15 months after its previous structure was destroyed by a fire.
The 25,000-square-foot store was built on the foundation of the former building and incorporates all of the latest design elements that were created by Mega Group's in-house design team for the Countrywide banner.
Since the fire in August 2008, the retailer had been operating out of a smaller space in a local mall.
“We were fortunate to find a temporary location, which enabled us to keep our team intact and we are very grateful for the support we received from our customers during the 14-month reconstruction. It is our staff, some of whom have been with us for over 17 years, that have made our store the success it has been,” said Johanne LeBouthillier, general manager of Renaud's Countrywide.
Renaud's is owned by a group of Countrywide partners that also have their own stores in other parts of the country.
“They invested in this store after realizing the potential of this market for the Countrywide system,” said Peter Caddell, Mega Group national sales manager.
Renaud's new interior concept was designed to create a furniture, appliance and electronics shopping experience that emphasizes the product rather than the environment. It also is tailored to be pleasing to women, the primary drivers of purchase decision in those product categories.
“We also wanted to showcase the complete room settings and the custom-order capability of most of our store's main lines,” LeBouthillier said.
Signage is perhaps the most noticeable design element in the space.
“It creates silent communication between the consumer and the retailer,” Caddell said, adding that the visuals emphasize lifestyle choices and link the shopper to a specific group offered on the floor. Meanwhile, directional and informative signage puts the visitor at ease in store, enhancing the experience.
Displays are also designed to emphasize product. For example, the kitchen display has cabinets, but they are minimized to allow the appliances to take center stage. The sleep accessory display is made of clear Plexiglas, and pillows are displayed without packaging as an invitation to touch the product.
Vignettes are accessorized to aid in the visualization of how the product would be used in the home.
Two new features of the store are a design center staffed by interior decorators and an electronics department, highlighted by a display wall of flat-panel televisions. The store also has three manufacturer galleries: a La-Z-Boy Comfort Studio, a Simmons Canada mattress gallery and a Whirlpool appliance center.
Renaud's new interior is the latest version of the Concept Décor layout that Mega first introduced in 1997. The concept, which is designed to support annual sales of C$300 a square foot, is now used in most Countrywide and Multi-Meubles stores across the country.
There are now 47 Countrywide storefronts from Newfoundland to British Columbia. Mega anticipates adding four stores to the network in 2010.
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