Christopher Guy launches CG Boutique program
Allows retailers to display a mix of product in dedicated areas of their stores
Thomas Russell -- Furniture Today, August 5, 2010
 This dining table is among the new items at Christopher Guy showroom at the Las Vegas Market. It has a veneered top and interwoven X-shaped mahogany legs and is shown in a Java Café and gold finish. |
AT THE MARKET — Upper-end case goods and upholstery resource Christopher Guy is launching a marketing program here called CG Boutique.
The program allows retailers to display a mix of Christopher Guy product in dedicated areas of their stores.
There are no square footage requirements, which lets the retailer decide what works best for his or her location, said Rebecca Moskal, marketing and communications manager.
"The concept is not so much that of a gallery, but that of establishing ‘The Christopher Guy' mood and its sophisticated look and feel on a retailer's floor," she said. "This is accomplished with merchandise that is appropriate to that retailer's local area."
Christopher Guy is offering three room settings that represent its core categories of bedroom, dining room and living room. Each setting has about 10-15 SKUs, Moskal said, that tie in with traditional, transitional and contemporary home décor.
While there is no specific design footprint associated with CG Boutique, the company hopes its showroom will inspire dealers on how to best display product on their floors.
Consumers also will be able to choose from a variety of fabrics and finishes available in the Christopher Guy line, Moskal said.
The program will be offered throughout the United States and Canada. The company says it would like to see 20 to 25 boutiques in place by year end.
Despite the still slow economy, the company is optimistic the program will be a hit with buyers in Las Vegas.
"Christopher Guy is a highly desirable brand that has seen steady growth in sales from a dedicated customer base," Moskal said. "The Boutique program highlights the power of a Christopher Guy room setting when displayed on a showroom floor and how its visual impact will make the customer's showroom a destination."
The program is offered with a menu of customer benefits as incentives, she said, adding, "This always makes good sense, but it makes even more sense in a recovering economy."
Christopher Guy shows in World Market Center C-101.
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