The West Coast– based furniture dealer Johnson Interiors and More, Oceanside, CA location, is the latest to commit to Harden’s high-performing in-store retail concept.
Harden Home Studio™ debuted at the April 2006 High Point Market after a successful five-month test run with three Harden customers, including Gallahan’s Furniture of Fredericksburg, Virginia; The Woods at Colts Neck, New Jersey; and Interiors in Lancaster, Pennsylvania. Twenty-five dealers were targeted for 2006 installations at the time of the launch, with an additional 25 anticipated for 2007.
The concept, which clearly presents consumers with a multitude of finish, hardware, cushion, fabric and other options, is based on research conducted by Al Wight of Strategic Decisions, Inc. and was designed by retail expert and FURNITURE WORLD Magazine contributing editor, Martin Roberts of GRID2.
“Harden came up with an idea to differentiate themselves from the imported products that have no options,” said Rex Maynard, president and owner, Maynard’s Home Furnishings in Belton, S.C. “The customer gets the message that they can build what they want.”
“Our sales of the higher priced Harden upholstery in particular have grown,” added Maynard, whose store is one of the top five Harden Home Studio™ dealers. “The customization option has been there, but now they walk through and with the swatches displayed in the studio and the information kiosks, they can quickly grasp that they have choices.”
“Providing options for high-end consumers is the way of the future and we’ve landed on a method for making the selection process easy for both shoppers and retail sales staff,” says Greg Harden, president and chief executive officer, Harden Furniture. “Our dealers tell us that the design of the studio footprint is efficient and acts like a beacon of light for attracting consumer attention in their stores.”
The five top-performing Harden Home Studio™ dealers to date are: Pasadena Furniture, Pasadena, MD; Kensington Furniture, Kensington, CT; Maynards, Belton, SC; Great Lakes, Holland, MI; and Parker Furniture, Beaverton, OR.
Meridee Johnson Reynolds, owner of Johnson Interiors & More, said she is carrying on a family tradition of furniture retailing that began 38 years ago with her father’s store H. Johnson Furniture. “We probably carried Harden for 30 of those years,” Reynolds added. “Harden is quality, American-made product and one of the top brands I wanted to carry in the new store.”
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