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Victory Furniture to launch mobile showrooms

SANTA MONICA, Calif. - Outdoor furniture source Victory Furniture will soon launch the first of what will be a series of mobile showrooms to service its existing customer base in Los Angeles' Westside and Midtown neighborhoods, including Beverly Hills, Hollywood Hills and Hancock Park.

"This is one of the most exciting new initiatives we have unveiled in our long history as a leader in the Southern California outdoor furniture market," said owner Ron Safran. "Three generations of Angelenos have shopped at Victory, creating a 70-year legacy of trust and familiarity between us and our client base. These long established relationships will be best served by a new model of retailing that mixes a traditional storefront presence with online support and now, a greater focus on in-home, mobile service."

Launching this summer in Los Angeles, these new mobile showrooms will offer design service, galleries and in-home consultation. "Utilizing state-of-the-art technology and offering an unparalleled level of service will position us to grow our business while reducing our exposure to traditional brick-and-mortar fixed costs," Safran said. "A mobile platform allows us to invest in the future and respond to consumers' growing reliance on the Internet for research and comparison while targeting our mid- to high-end consumers' preference for hands-on, personal help - preferably in-home, where our design professionals can provide custom, one-on-one attention."

These mobile showrooms will serve multiple neighborhoods, will be a regular presence at Los Angeles' garden and outdoor themed events, and can be outfitted in response to clients' specific needs. The mobile showroom launch comes in tandem with Victory's newly remodeled Santa Monica location, featuring a fresh new high-end beach chic look, and a soon-to-be-updated online presence.

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