Bernie & Phyl's opens one store in Natick, plans another

Clint Engel -- Furniture Today, February 15, 2012

NATICK, Mass. — Bernie & Phyl's Furniture has opened its 34,000-square-foot main showroom on Route 9 here, and on Friday it will open a smaller new concept Metro Living specialty store next door.

To help promote the grand opening, the Norton, Mass.-based Top 100 company will be running a Floor to Door event at all stores, offering to pay the sales tax on all purchases and provide free delivery with a minimum purchase.

The full-line Bernie & Phyl's features goods from suppliers such as Ashley, England, Vaughan, Vaughan-Bassett, American Woodcrafters, Legacy Classic, Largo and Sealy, Stearns & Foster, Serta and Bassett bedding.

That's in addition to the brands its shares with the upcoming Metro Living, which include Universal, USA Leather, H.M. Richards and Klaussner and its Distinctive Designs division.

The 5,000-square-foot Metro Livings will feature step-up - but still value-priced - fabric and leather upholstery and occasional tables in contemporary, transitional and casual lifestyle looks, the company said.

"We are very excited to be opening our Natick stores," said Bernie & Phyl's CEO Larry Rubin. "This is a new market for us, and we believe customers in Natick are looking for the stylish furniture, reasonable prices and exceptional customer service that we are known for."

He added that the company believes this is the perfect location for its "sleek new Metro Living store."

The retailer hired about 20 employees for its eighth and ninth Natick stores. Bernie & Phyl's is also launching a new ad campaign with an emphasis on the retailer's furniture and store interiors, to match the look and feel of the new stores.