The RoomPlace dropping 'Harlem' from name
By Clint Engel -- Furniture Today, July 13, 2008
LOMBARD, Ill. — The RoomPlace at Harlem Furniture is in the process of streamlining down to just The RoomPlace.
Bruce Berman, CEO of the 21-store Top 100 company, said the retailer intended to eventually transition to a simplified The RoomPlace ever since it went with the name in 2001 to better reflect its room-package format.
In new markets outside of greater Chicago, the company has opened without the “Harlem” tag with success, and the time seemed right for a companywide transition, said Berman.
He added that with the bankruptcy and subsequent closing of former Chicago competitor Wickes, RoomPlace has picked up market share and can afford to take a bit of a risk involved with a name change. In addition, he said the Harlem name — coming from the Harlem Avenue location of its first store — made less sense with each new store opening.
RoomPlace stopped advertising the Harlem name several weeks ago. It has not tackled the more expensive proposition of replacing all of its signage but will phase that in over time, Berman said.
Meanwhile, the company has launched a marketing campaign with the theme, “Live What's Next,” which will carry over from its advertising to its merchandising. Berman said the stores will focus on carrying “what's next” in product, color palettes and design.
“There's more to furniture than just tables and chairs,” he said. “It should be something that complements and enhances your way of life, focusing on needs beyond simply being somewhere to sit, eat and sleep. For example, to maximize people's home theater experience, we will carry merchandise like power-reclining furniture.”
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