LaDifférence opens second store in Virginia

Ray Allegrezza -- Furniture Today, February 24, 2011

This chair and table are in one of three window displays at LaDifférence’s new store in Short Pump, Va.SHORT PUMP, Va. — Contemporary home furnishings retailer LaDifférence has expanded its presence from downtown Richmond to a second, smaller location in this town in Henrico County, Va.'s West End.

The new 7,000-squarefoot store, which opened Feb. 2, offers shoppers in central Virginia added convenience and access to the benefits of modern design, officials said. The store at 2436 Old Brick Road was scheduled to hold a grand opening celebration Feb. 19-21.

The retailer said its new location will offer an ample but sharply focused mix of modern furniture and accessories designed to allow customers to quickly compare styles, quality and prices to traditional big box furnishings stores nearby.

While LaDiff's flagship store in Richmond's historic River District showcases 50,000 square feet of the company's contemporary pieces, the Short Pump location will display bestsellers and what co-owner Sarah Paxton calls "show-stoppers" from around the world.
Colorful, modern chairs are highlighted in this display.

"For years we've had customers driving from the West End and Charlottesville to our flagship store, and what we've heard is that they wanted us to be more convenient to where they live. By opening a second store at West Broad Village, we're making LaDiff more accessible than ever," Paxton said.

LaDifférence co-owner Andy Thornton said the architecture of the West Broad Village store, about the size of two-and-a-half tennis courts, will maintain the open look and feel of the three-story downtown store. The store manager is Matthew King, who has several years of experience in the retail and international shipping industries.

"We're forecasting this location to contribute to a substantial portion of our company's overall sales," Thornton said, without giving a specific figure. "And while we want our customers to have a shopping option closer to their homes, we also hope this location will encourage folks to come downtown and visit our flagship store."