DecorSecrets Opens in Florida

March 19, 2013  by in UnCategorized   

By Home Furnishings Business in Furniture Retailing on March 20, 2013

Furniture retailer DecorSecrets has opened a new 14,000-square-foot store in Dania Beach, Fla.

The store, established by industry veterans Manny Better and David Guy, was designed by retail strategist Connie Post, CEO of Affordable Design Solutions.

Since opening, the store has been generating rave reviews. "It's fresh, it's different, it's eclectic," Better said. "People walk into this store and the first word out of their mouth is 'Wow!'"

According to Post, DecorSecrets is the first project in her career in which she was involved in all aspects, not only of the store design, but also in selecting upholstery, case goods and decorative accessories.

"We created the entire brand experience, including the name-inspired by Elle Décor and Victoria's Secret-wall graphics, and logo design." She turned to industry veteran Kimberley Wray, of Kimberley Wray Communications, to create the tagline that dominates the store's graphics and the store's television advertising campaign: "Pssst...it's all about fashion!"

"My goal was to create a completely different shopping experience that would excite the consumer, using oversize, whimsical and original 20-foot wall graphics in bright blue and green that convey the spirit of the brand," Post said. "A ten-foot silhouette of a "modern shopping girl" was created to celebrate our target customer and the unique shopping experience."

The large, open space employs hip string curtains and stained concrete floors. "The store is overflowing with color stories, fresh upholstery by Rowe and case goods by Four Hands," Post said. 

"I've never seen anything like it," said Don McIntosh, Natuzzi Americas. "It's a fabulous layout, and one of the nicest displays I've ever seen in South Florida. The merchandise is so different, not things customers are going to see in other places."

Guy said the store's merchandise assortment is different and more eclectic than other stores in the market area. 

"That was by design," he said. "We can appeal to a lot of different people at the same time, which was our goal in the way that we merchandised the building."

Better said the goal was to assist the design community and make it easier for designers to meet their project goals. "The design community has responded," he said.