Schirmer's signs on as latest Elegant Outdoors dealer
Casual Living Staff -- Casual Living, November 12, 2004
Schirmer's Patio, Pool and Spa, one of the casual furniture industry's most respected retailers, has agreed to add the Elegant Outdoors format to its three retail stores, Brown Jordan International announced in mid-October.
"Our relationship with Brown Jordan International has been very strong throughout the years," Schirmer's owner Doug Cashmere said. "The direction BJI has taken is a strategy that we believe in and want to partake in. Now that BJI has entered all the product categories with continued focus on innovative design, unparalleled quality, and progressive store design with regional and national marketing, we are proud to have the opportunity to partner our store brand with the Elegant Outdoors concept."
Schirmer's Patio, Pool and Spa has three established stores in the Maryland and Virginia suburbs of Washington. The three stores will begin installing the standard Elegant Outdoors store designs and merchandising materials over the next few months.
"This is very exciting news for both BJI and Schirmer's," said Ron Ball, BJI vice president, specialty retail sales. "We have a great partnership and look forward to working even closer going forward. Having such an esteemed retailer as Schirmer's partner with BJI and the Elegant Outdoor concept reaffirms the tremendous value and opportunity this concept brings to all dealers."
BJI launched the Elegant Outdoors Program last October, and many of the original EO dealers have opened additional stores and are in the planning stages for other stores.
The program allows BJI dealers to use the name Elegant Outdoors for gallery stores in which a significant portion of their business is dedicated to BJI products. BJI supports the Elegant Outdoors dealers through extensive instore merchandising and marketing as well as national and regional advertising.
BJI has converted about 10 retailers to Elegant Outdoors, which will total approximately 26 storefronts by the end of the year.