Pilgrim Furniture expands into new market
Opens 80,000-square-foot store in Milford, Conn.
By Gerri Hunt -- Furniture Today, July 14, 2008
MILFORD, Conn. — Pilgrim Furniture has opened an 80,000-square-foot store here in a renovated former printing factory, aiming for growth despite the slow economy.
“The economy is challenging for everyone,” said Mike Albert, CEO of the Southington, Conn.-based retailer, “but we believe in our model, believe in the future, and believe that now is a great time to expand.”
Pilgrim worked with store designer Connie Post to create the store's look, inside and out.
“This is a new market for us, about an hour away from our Southington location, but we're certain our superior selection, beautiful displays and customer-friendly shopping environment create an experience so unique, exciting and compelling, that we can thrive anywhere we choose to compete,” Albert said.
Post said a store's exterior is crucial to its success.
“According to America's Research Group, about 56% of your brand identity is in your storefront,” she said. “So, I wanted Mike's store to not only have excellent curb appeal but also communicate the end use of the products he sells. To accomplish this, I incorporated features of residential architecture into the design, creating a storefront that says 'home' to everyone who passes by.”
The building's 300 feet of frontage is anchored with 40-foot towers on each end, making the store easily visible from a nearby highway.
Inside, the store updates many of the concepts that have been successful for Pilgrim in Southington and also adds new elements.
The bedding department has a spa-like environment, enhanced by graphics and a fountain. Albert described the youth department as “a bright, lively space with silly sayings along the walls, such as 'Don't let your mother brush your hair when she's angry' and 'Don't make your father laugh while he's eating crackers.'”
He said the idea is to turn furniture shopping into a good time for the whole family.
“Installing a carousel worked very well for us in Southington, so we made sure to include one in the Milford store,” he said. “Plus, we added a children's play area and a café.”
Albert and Post also have created a showcase for environmental sustainability. In renovating the former factory, Pilgrim reused 80% of the old building's materials.
“One feature we really like is the polished concrete. In about 40,000 square feet of the store — half of the total space — we just sanded and polished the existing concrete flooring. In addition to being a quick, economical, and environmentally friendly construction technique, it created a beautiful floor that has the look of polished marble,” Albert said.
The building is also energy-efficient. With the help of a $1.3 million grant from the state, the company is installing 1,500 solar panels on the roof.
“When that work is completed, we'll have the largest solar-powered commercial building in New England,” Albert said.
