Theodore Alexander Moving HP Showroom

Furniture Today Staff -- Furniture Today, March 16, 2011

HIGH POINT - Luxury home furnishings brand Theodore Alexander is moving its High Point showroom to an expanded space at 229 W. Russell Ave. 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 have begun 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.
     The company is introducing a new worldwide brand strategy this year with a website, logo and marketing materials designed to enhance its brand identity.