American classics find home at Bloomie's
By Gary James -- Furniture Today, April 17, 2010
NEW YORK —
Office products specialist Sam Flax's in-store furniture gallery at Bloomingdale's flagship store on 59th Street here is “ahead of plan” after nearly six months in operation, says the executive responsible for the program.
“We're off to a good start,” said Jack Fitzgerald, chief operating officer at Sam Flax, which in addition to the Bloomie's gallery operates two stores in New York. “Consumers are responding to our mix, which is classic, American-made office seating, furniture and accessories.”
Called Sam Flax S.O.H.O. at Bloomingdale's, the gallery features chairs and desks from Herman Miller, Steelcase, Knoll and Humanscale, lighting from Pablo and cabinets from Bisley. The assortment also includes a variety of ergonomic accessories and oversized mirrors.
Chairs are priced from $750 to $1,000, with other furniture items running up to $10,000.
“We target an upscale, higher-end consumer who is familiar with these iconic American pieces but has nowhere to try them out and buy them,” said Fitzgerald. “We feature the top ergonomic chairs on the market today, plus other American classics such as Herman Miller's Goetz sofas and Charles and Ray Eames seating.”
Other offerings from Herman Miller include its Aeron, Mirra, Caper, Celle, Embody and Setu chairs. From Steelcase, the selection includes the Leap, Think, Amia, Cashet, Uno and Cobi chairs, and from Humanscale, the Freedom and Liberty chairs. Top-of-the-line models from Girsberger and Bodybilt round out the chair lineup.
Products drawing the most sales attention so far include Herman Miller's Noguchi tables and Nelson Marshmallow sofas, Steelcase's Air Touch hydraulic-lift desk, and classic office chairs from Herman Miller, Steelcase and Humantouch.
To create ongoing visual interest, Sam Flax changes out key pieces on the store floor every two or three weeks and freshens the selection with new fabrics, leathers and finishes.
“There's always something new to see,” said Fitzgerald. “And the fact that we stock most of these products and can ship them to customers the next day is a big plus.”
The Sam Flax boutique is designed to fit 1,000 to 2,000 square feet. The pilot version here is on the fifth floor in the middle of Bloomingdale's furniture department. Signage creates a clear identity for the area, which is staffed by Sam Flax salespeople. Bloomingdale's furniture salespeople and interior designers also sell the line.
The gallery is a leased department with revenue shared among Sam Flax and Bloomingdale's.
“We've gotten great support from our vendors,” said Fitzgerald. “Companies such as Steelcase and Herman Miller have provided training and point-of-sale materials. They are very excited about having this new platform for reaching consumers.”
Fitzgerald said if sales meet expectations, Sam Flax plans to roll out additional galleries at other Bloomingdale's stores. “We're thinking about New York, New Jersey and the Chicago area to start,” he said. “We're talking to Bloomingdale's along with other department stores that may be a good fit.
“We have high hopes for this new program,” added Fitzgerald. “It will build business for both of us (Sam Flax and Bloomingdale's) by exposing these classic American products to a much larger audience.”
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Sam Flax shows office furniture at Bloomingdale's
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