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Russell & McKenna, Urban Country Team for Store w/in a Store
October 6,
2010 by in UnCategorized 
By Home Furnishings Business in Furniture Retailing on October 7, 2010
Cottage-style furniture manufacturer Russell & Mackenna has opened a "store within a store" at Bethesda, Md., furniture retailer Urban Country.
The partnership represents the manufacturer's first such retail collaboration, which echoes the effect of Urban Country's textile display for Pine Cone Hill. A 400-square-foot build-out includes porch decking, metal roofing, scalloped window awnings and authentic farmer crates to display the eye popping, colorful furniture. The flavor is consistent with Russell & Mackenna's Severna Park Flagship store.
"Taking a cue from the current state of the economy, both companies were looking for a way to play to each of their respective strengths," said Russell & Mackenna President Larry Strassner. "For Urban Country, that is having a strong and loyal customer base, and a reputation for selling a wide selection of very high quality furniture. In the case of Russell & Mackenna, I believe it is stated in our mission ... to build furniture which uplifts the spirit, and holds its value over time. We feel that this partnership will create a sum greater than its parts, and that's the exciting part of this endeavor."
"We are so excited to offer this unique brand to our clients," said Urban Country Co-Founder Rachelle Roth. "It's a great marriage of fun, inspirational companies who share high standards of product quality and a dedication to our relationships with customers and the community."
The Russell & Mackenna store inside Urban Country opened Oct. 1, coinciding with the start of Urban Country's month-long 19th Anniversary Sale. Urban Country is located at 7117 Arlington Road Bethesda, MD 20814.
Urban Country will host a welcome event for the public on Friday, 5:30-8 p.m., in honor of Russell & Mackenna. The proceeds from the welcome event will benefit the ABC2 (Accelerate Brain Cancer Cure) Foundation; and Jeffreys Goofy Gang, established by Urban Country's Roth Family, after the untimely death of patriarch and company co-founder, Jeffrey Roth, from an aggressive brain cancer.