• Clint Engel

Havertys unveils Greensboro store

havertys execsPage Wilson, left, Pulaski; Richard Warren, Caracole; and Clarence Smith, Havertys, Atlanta.
GREENSBORO, N.C. — Havertys welcomed supplier partners and other guests this past week to the opening of its newest showroom here, featuring the latest version of the retailer’s Bright Inspirations store design.

The roughly 32,000-square-foot store is the Atlanta-based Top 100 company’s 124 th showroom and ninth in the state. It’s in a market Havertys has wanted to enter for years but waited patiently for the right real estate — new construction, prominently situated along the busy Wendover Avenue corridor in west Greensboro.

“For so many reasons, Greensboro is a market Havertys will do well in,” Rawson Haverty Jr., senior vice president, real estate and development, told Furniture Today during the grand opening. Among other things, it’s the right size market with the right consumer demographic profile, he said, and it allows Havertys to advertise more efficiently and effectively as television makes more sense now with stores in both Greensboro and nearby Winston-Salem, N.C.

The updated Bright Inspirations store design here includes an open layout, about 15% less merchandise than the retailer used to display, a move that’s helping to keeps shoppers in the store longer; a neutral color palette that keeps the attention on the furniture; and updated LED lighting, part of the retailers HVTerra program that’s helped slashed Havertys lighting and cooling costs while improving the quality of lighting throughout the store. The latest version, Haverty noted, includes a new GE bulb that brings out the richness of upholstery colors and makes the whites whiter across the upholstery lineup, which takes center stage in the store.

havertys exteriorHavertys’ new Greensboro, N.C., showroom features the latest version of its Bright Inspirations store design and updated exterior.
Along the perimeter, in largely category displays, the retailer uses Y-shaped walls to create more interesting, less linear displays that draw shoppers through the space and into the next vignette.

Also, throughout the showroom, Havertys employs what Executive Vice President of Merchandising Richard Gallagher referred to as CMPs, or Carla’s Moveable Partitions (for Director of Visual Merchandising Carla Greenblatt). They’re easily movable, semi-transparent partitions that serve as display backdrops without hampering the open sightlines of the showroom. For flooring, the retailer used a mix of polished concrete, neutral carpeting and wood-like, luxury vinyl flooring installed in a way that creates an implied aisle through the store without forcing consumers down set path.

Across the back of the showroom, but easy to see from just about all locations, is a large mattress department and in one back corner, Havertys has devoted space to its fast growing H Design, complimentary in-home design service.

Havertys President, CEO and Chairman Clarence Smith told the crowd gathered for the ribbon cutting ceremony that he used to run the Winston-Salem store some 40 years ago and that the the retailer has wanted a store in Greensboro for decades.

“It means so much … to finally be in furniture country,” he said.

He also gave them a taste of the retailer’s marketing campaign that, with two-area stores, consumer here will finally see on television: “Havertys can make your home look perfect, even when life isn’t. Havertys — life looks good.”

 

Havertys 3840Rawson Haverty Jr., left, Havertys, Atlanta; George Revington, Hooker Furniture; Fred Schuermann and Richard Hare, Havertys.

havertys 3843Harland Dick, left, Bernhard; Steve Burdette, Havertys, Atlanta; Alex Bernhardt Jr., Bernhardt; and Richard Gallagher, Havertys.

havertys 3851Havertys brings a pop of color to the upholstery floor with a decorative pillow display updated in a neutral finish to better reflect the modern/urban interior of the new store.

havertys 3869Paul Toms, left, Hooker Furniture; Bill McLoughlin, Furniture Today; and Bryan Edwards, A.R.T. Furniture.

Clint EngelClint Engel | Senior Retail Editor, Furniture Today
cengel@furnituretoday.com

Please feel free to email or call me with all of your retail news and tips, including expansion news, successful merchandising and marketing strategies and anything else you would like to see covered by Furniture/Today.  Contact me directly at cengel@furnituretoday.com or 336-605-1129.

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