Theodore Alexander moving to new High Point showroom this fall

Larger space to offer more flexibility, expanded displays

Furniture Today Staff -- Furniture Today, January 31, 2011

HIGH POINT — Luxury home furnishings brand Theodore Alexander is moving its High Point showroom to an expanded space at 229 W. Russell St. for the fall High Point Market.

The new space will be about 50,000 square feet, compared with the 40,000 square feet in the current space at 301 Steele St., where it will continue to show at the spring market.

Theodore Alexander said the larger space will showcase its product line, including its latest introductions and the Althorp Living History and Keno Bros. licensed collections. Renovations will begin this month on the space, which currently houses the company's U.S. office.

Officials said the new showroom will allow greater flexibility as the company builds on the success of its current offerings and expands into other home categories. The new setting also will include on-site parking, market shuttle access, nightly dinner service and other amenities and services.

"Retailers will really appreciate this new location, since the layout will be easier to shop, navigate and maneuver," said Russell Towner, president of Theodore Alexander U.S. "Our expanded displays will give them a better perspective on the depth and breadth of our product offerings as well as provide fresh merchandising ideas for how our products might be presented in their own stores."

Towner said the new High Point showroom is part of Theodore Alexander's larger agenda to strengthen its global positioning as a luxury brand.

"We believe having a comfortable and enjoyable experience will positively influence our relationships with all our retailers, but particularly with our discerning international visitors," said David Parker, vice president of international sales.

The company also is introducing a new worldwide brand strategy this year with a website, logo and marketing materials designed to enhance its brand identity.

"In all of our marketing and communications, we will emphasize our core strengths," said Towner. "They include highly original designs, finest quality construction, and details and sophistication that go far beyond the expected."