Flexsteel redesigns its furniture store galleries
Shows new program to retailers at High Point Market
Gary Evans -- Furniture Today, October 17, 2010
AT THE MARKET - Upholstery manufacturer and case goods resource Flexsteel is rolling out a redesigned gallery program here, which the company says is part of its commitment to dealers to keep its displays refreshed and updated.
Maintaining its gallery presence is of utmost importance to the Iowa-based manufacturer because 70% of its residential sales are related to the Flexsteel Gallery and Studio programs.
While many of the new galleries will be conversions of the existing 500 and 150 Studios, Roger Freeman, manager of retail development and Cara Price, retail display and design manager, expect the new look also will be an enticement to the 50 or so new gallery dealers expected to sign up this year. "It will help us close a lot of sales," Price said.
"We think it's best to refresh every five to six years," Price added, "and that's not just moving the furniture around."
The revamp includes new fixtures (work counters, racks, etc.), signage, exclusive fabrics for gallery owners (now at 600-800 patterns) and other features. Freeman said all fixtures are in stock "and ready to go." Casters on the fabric swatch racks and other fixtures are standard for extra mobility.
Eight-foot by six-foot screens are image-oriented and do not feature product.
The company said conversions to the new design "are very affordable" but didn't disclose specifics of the cost.
Flexsteel, which started its gallery program in 1984, is in its fifth generation of redesigns. The last was six years ago and was called the Signature "white look." The new program features plenty of color.
Freeman said that in the past, the company used outside consultants for the redesign. But the company decided for this redesign that nobody knew its customers better than Flexsteel, and completed the project after two years of research and planning.
"Our fingerprints are all over it," said Freeman.
The company has three design experts, headed by Price, who are responsible for various parts of the country.
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