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Theodore Alexander Relocates in High Point
January 31,
2011 by in UnCategorized 
By Home Furnishings Business in Case Goods on February 1, 2011
High-end furniture manufacturer Theodore Alexander will move its High Point Furniture Market showroom to a larger space at 229 W. Russell St.
The new location, currently housing Theodore Alexander's U.S. office, which will be completed in time for October Market, offers 50,000 square feet of showroom display versus 40,000 square feet at TA's current 301 Steele St. showroom. Renovations began in January. The new showroom will allow greater flexibility in the future as Theodore Alexander continues to build on the success of its current offerings, as well as expand into other home categories.
The new setting also will include on-site parking, market shuttle access, nightly dinner service and other complimentary amenities and services for visitors, consistent with a luxury brand experience.
"Retailers will really appreciate this new location, since the layout will be easier to shop, navigate, and maneuver," said Russell Towner, president of Theodore Alexander US. "Our expanded displays will give them a better perspective on the depth and breadth of our product offerings as well as provide fresh merchandising ideas for how our products might be presented in their own stores."
Towner said Theodore Alexander's new High Point showroom is part of a larger agenda to strengthen the wood and upholstery producer's global positioning as a leading luxury brand.
"We believe having a comfortable and enjoyable experience will positively influence our relationships with all our retailers, but particularly with our discerning international visitors," said David Parker, vice president of international sales.
In 2011, the company will debut a new worldwide brand strategy with a comprehensive website, logo and marketing materials designed to enhance its identity as a source for stylish, inspired furniture that is hand-crafted for todays busy lifestyles.
"In all of our marketing and communications, we will emphasize our core strengths," said Towner. "They include highly original designs, finest quality construction, and details and sophistication that go far beyond the expected."