Stanley segments space into lifestyle 'houses'

Thomas Russell -- Furniture Today, January 30, 2013

LAS VEGAS - At its Las Vegas Market debut here this week, Stanley Furniture is unveiling a new showroom concept that will change the way it shows product.
Instead of grouping items in predictable suites, officials said, the company has divided its primary 8,800-square-foot showroom in World Market Center A-110 into distinct lifestyle spaces, or "houses," for the show.
Three of the areas represent traditional, contemporary, coastal lifestyles and are furnished with complementary pieces. A fourth space that is also designed in a house format is targeted to new collections.
Separating the segments is a Grand Hall modeled after Versailles, the company said.
"We want to show product in the way that our customer's customer expects to see it," said Randy Wells, vice president of marketing and brand development at Stanley, and formerly vice president of the WMC's Las Vegas Design Center, where the showroom is located. "We aren't just creating furniture, we are creating new ways to merchandise and sell it."
The company also has a separate 2,600-square foot space across the hall in space A-109 is devoted to the company's Portfolio line of bedroom and dining room collections.
To help create the environments, Wells hired Hollywood interior designers Ron Woodson and Jaime Rummerfield.
"We have thoughtfully created these spaces from a blank slate working with the most talented people in the industry," Glenn Prillaman, Stanley president and CEO, said in a statement. "The nature of market is that customers visit one showroom after another. After a while, it gets boring and forgettable. Our goal is to strike an emotional chord and inspire our business partners to believe: this is the right product, merchandised in a compelling way, and my clients will love it."
"It's also important that everything we do is genuine and authentic to the brand, reflecting our company's heritage and persona," he added. "As the home furnishings business evolves, we need to adapt and take a leadership role in providing effective solutions for our business partners."
The company is planning a similar approach in its new 60,000-square-foot High Point showroom at 200 N. Hamilton St., which will open for the April market. For years, the company was located in the International Home Furnishings Center.
The new High Point and Las Vegas showrooms feature entryways that are modeled after the Stoneleigh Mansion in Stanleytown, Va. that was home to Thomas B. Stanley, who founded the company in 1924. The pediment in Las Vegas was hand-carved by Utah craftsman, the company said.
In Las Vegas, the company also plans to unveil a new brand logo and other marketing materials that commemorate its 89-year history.
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