Norwalk to change stores’ name
Also offers to revamp interiors
Clint Engel -- Furniture Today, March 19, 2008
NORWALK, Ohio — Norwalk — The Furniture Idea is changing its name to Norwalk Furniture & Design and offering its franchisees an optional interior revamp.
The upholstery producer, which has a dedicated network of stores, said all 59 franchise locations in the United States and Canada will be renamed as will three of the five corporate-owned stores. The two Cleveland-area locations will remain Norwalk Furniture+Design and Norwalk Design Studio.
Norwalk said it will modify the franchise store logos slightly, replacing “The Furniture Idea” with “Furniture & Design.” It will promote the new name and the design services offered by the stores to consumers in local, regional and national advertising, both print and broadcast. Delivery vehicles also will reflect the new “design made easy” focus.
The cost associated with making and promoting the changes was not disclosed.
“The new name more clearly reflects who we are and what we do,” President Rick McKirahan said in a press release. The stores offer the manufacturer’s custom upholstery program as well as professional in-store design assistance — “a critical value-added service offered at no additional charge,” the company said.
The plan comes with an optional new look for franchisees that goes “beyond our custom product base to sell the entire Norwalk experience,” said Eric Light, executive director of franchise services.
The in-store renovations, which can vary from extensive build-outs to a fresh paint job, are led by Debbie McKirahan, company creative director and Rick McKirahan’s wife. She “creates touch points through the store that tell the seasonal story and reinforce the Norwalk brand — which includes upholstery selection with custom options and special applications, extensive fabric covers, in-store design assistance and quick delivery,” the company said.
Franchisees who already have undergone the changes are reporting 29% to 53% sales increases, according to Norwalk. This includes stores in Fort Collins, Colo.; Raleigh, N.C.; Tempe, Ariz.; Overland Park, Kan.; Bend, Ore.; State College, Pa.; Pensacola, Fla.; and Vancouver, British Columbia.
Norwalk said its relationship with HGTV personality Candice Olson is helping build awareness among consumers regarding design services available at the franchise store level.
“Candice is a huge part of our brand and unique design offering, and endorses our professional design team,” said Rick McKirahan.
The company, which offers custom upholstery delivery within 35 days, has been in the upholstery business for 106 years and in franchising for 20. Norwalk’s franchisees employ more than 300 designers, most of whom are licensed and are members of American Society of Interior Designers.
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