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Clint Engel

Decadent Avenue to open first bricks-and-mortar store

MEMPHIS, Tenn. — The owners of high-end e-commerce retailer DecadentAvenue.com will open a 25,000-square-foot store here with an expanded assortment of upper middle and high-end lines.

The Memphis-based online retailer's first bricks-and-mortar store will open at 888 South White Station in East Memphis in the former showroom of high-end retailer Samuel's Furniture, which closed earlier this year. Neil Phillips, co-founder and operating partner for Decadent Avenue, said the company is in the midst of renovation work and is shooting for a Nov. 1 opening.

For about two years, Decadent Avenue has been the online division for Birmingham, Ala.-based Birmingham Wholesale Furniture and Louisiana Furniture Galleries of Lafayette, La., with combined showroom space of more than 100,000 square feet.

Birmingham Wholesale and Louisiana Furniture owners Simon Eid and Robert Ajam are co-founders and partners in Decadent Avenue, Phillips said.

Phillips wouldn't disclose sales figures but said it Decadent Avenue's a little over two years in business, "We've found success with the online business and decided the next step in our growth plans was to give a physical site to the online brand."

He said the physical store will be "a little more upscale" than the online store and include more suppliers that he was not ready to name. He said certain suppliers have restrictions regarding online sales, which is part of the reason the company is opening a bricks-and-mortar store.

Sources listed online for Decant Avenue include Bernhardt, Century, Curations Limited, Lexington Home Brands, Stanley, Henredon, Maitland-Smith, Hancock & Moore and Schnadig's Caracole, among others.

Phillips told Furniture Today the focus right now is on getting the first store up and running and that there are no specific plans or targeted markets for further expansion.

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