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Delaware Retailer FurnitureLand Rebrands Bedding Showcase
February 9,
2012 by in UnCategorized 
By Home Furnishings Business in Furniture Retailing on February 10, 2012
Home furnishings retailer
FurnitureLand partnered with
Connie Post and Affordable Design Solutions to rebrand its bedding department to reposition the retailer as an expert in sleep and boost the company's bottom line.
Delmar, Del.-based FurnitureLand converted the bedding department into a spa-themed area and netted great results topping industry benchmarks of 15 percent of overall sales for a full-line furniture store.
We are particularly proud of the results that weve been able to achieve at FurnitureLand, especially during times that have been, at best, uncertain for many good retailers, said Post, retail design strategist and chief executive of Affordable Design Solutions.
FurnitureLand CEO Larry Barnes said he has seen customers gravitating to the presentation of premium brands like
Simmons Beautyrest and
Tempur-Pedic.
In deciding to re-brand our bedding department, we wanted to see a five-point jump, Barnes said. We got seven-and-a-half, and thats where it has been holding.
The bedding department overhaul is the first stage of a phased rebranding plan that will eventually encompass a number of major departments throughout the store, as well as the exterior.
Located in a 46,000-square-foot metal building that has been added onto several times over the years, FurnitureLands charge to us was to create a renovation plan that could be implemented one department at a time," Post said. "The plan we gave them ensured that as each department was renovated, the rest of the store could operate smoothly, with a minimum of disruption, and this allowed them to create a beautiful new space and very quickly impact their bottom line.
Its a brilliant strategy when relocation or new construction is not an option, and it allows them to stage believable sale events for their customers each time a new department opens, she said
Along with a fountain, the departments elements include the extensive use of sheer fabric that takes the place of fixtures or walls. A centralized Comfort Test Center acts as the hub of the department, with the beds arrayed around the hub, separated by the fabric," said Dave Coll, architectural design director at Affordable Design Solutions. It looks fresh, new and clean, and it really elevates the product.
The privacy afforded by the sheer curtains is appreciated by the customers, who can lie down and concentrate on their comfort, without worrying about whos looking at them," Barnes said. "Simply put, Connie really nailed professional in the design of this department. Like most furniture stores, we had an open area with some point-of-sale material, banners and a row of beds. Now the mattresses are presented in a logical sequence, both for comfort choice, as well as price point.