Home Studio Rolls Out at Retail

August 29, 2006  by in UnCategorized   

By Home Furnishings Business in Upholstery on August 2006 Harden Home Studio, a retail presentation highlighting the case goods and upholstery of high-end supplier Harden Furniture, began its rollout this month to 25 retailers nationwide.

August Home Studio installations include Carl Harz, in Elmer, N.J.; Pasadena, Pasadena, Md.; Colonial Gallery, McMurray, Pa.; Maynard’s, Belton, S.C.; and Barrymore in Toronto, Ont.

The Harden Home Studio was introduced during the spring High Point, where Harden dealers participated in informational seminars led by Al Wight, president of research firm Strategic Decisions–whose company conducted consumer research to support the new concept–and by Martin Roberts, president of GRID2, the retail design and consulting firm responsible for the consumer-interactive exhibit.

Financial results from a five-month, three-store test last fall and winter of Harden Expo, the precursor to Harden Home Studio, were monitored by Wight and presented to interested dealers in April. Wight also conducted ongoing interviews with the test dealers to determine effectiveness of the program. Additionally, in-store consumer video audits conducted by GRID2 in the test stores were used to fine-tune the original design, and a summary of conclusions was also shared.

“The response from our dealers to include a Harden-branded footprint in their stores has exceeded our expectations,” says Greg Harden, president of Harden Furniture. “The test phase for this concept provided critical feedback for us, and for our dealers, to proceed with confidence. The test market dealers experienced a 62 percent increase in sales during the five-month period and all improved their gross profit margin.”

The test was conducted at stores of varying sizes and locations, including Gallahan’s Furniture of Fredericksburg, Va.; The Woods at Colts Neck, N.Y.; and Interiors in Lancaster, Pa.

The Harden Home Studio consists of 1,000 square feet of Harden branded space, including a collection of furniture from the casegoods and upholstery manufacturer. GRID2’s layout creates a comfortable place for consumers to select from easily organized fabric swatches, hardware options, wood finishes and upholstery trim, for the customized furniture they desire. Informational and collateral elements reflect a cohesive brand message using signage, lighted kiosks, product catalogs and other printed materials.