Klaussner Introducing Klaussnerhome Store Format

July 29, 2007  by in UnCategorized   

By Home Furnishings Business in Furniture Retailing on July 2007 Klaussner Home Furnishings is going into the Las Vegas Market this week with a tale of converting four licensed Sofa Express and More! stores into Klaussnerhome stores by Labor Day.

The Asheboro, N.C.-based company has also partnered with television interior designer and home furnishings guru Genevieve Gorder to start a consumer branding initiative to support the new concept.

“Klaussner has explored several retail formats and partnerships in recent years,” said Jeff Davis, senior vice president of business development. “We now realize a need in the marketplace for a fresh, innovative, experience- based model for licensed retail development.”

The independently owned and operated Klaussnerhome stores will be converted from four spaces formerly occupied by Sofa Express and More! in four markets located in the Southeast. Klaussner owned Sofa Express and More! will retain its current retail format in all other markets.

“While Sofa Express and More! has recently served as Klaussner’s primary venue for showcasing its complete line of home furnishings, the Sofa Express and More! model relies on the strength of the store’s name to sell product,” Davis said. “The Klaussnerhome stores will allow Klaussner to showcase our products and brand front and center.”

A preeminent position for the brand in retail environments is a central focus of the new branding plan. “We believe that strong consumer-oriented branding and a strategic approach to retail development and dedicated distribution are essential for long-term growth and success,” Davis explained. “With the new stores, Klaussner is giving retailers the necessary tools to make their stores compelling places to shop and to give consumers a satisfying, exciting, purchasing experience.”

Stocked exclusively with the complete line of Klaussner’s products, the stores are designed to offer dealers a one-stop-shop for all of their home furnishings needs. “Focusing solely on the Klaussner brand will allow us to provide improved logistics, advertising and operations support tailored to fit the individual needs of each of our licensees,” Davis said. “This new retail model will vastly improve Klaussner’s ability to help our partners maintain high margins and sell-through rates.”

Klaussner will be offering less-than-truckload shipping programs for the stores, custom orders will be guaranteed in 30 days or less and a new simplified pricing system will offer an everyday best price.

Klaussner will provide licensees a guide outlining several distinct lifestyle treatments for store merchandising and work closely with each one to create a custom retail space that reflects the company’s commitment to providing its customers choice, selection and possibilities in design. The turn-key model will give retailers discretion over the final balance and assortment of Klaussner products featured in their stores.

The store layout will include a Design Solutions Center to provide shoppers an expanded selection of fabrics and leathers to choose from when customizing an upholstery. Stores will also feature strategically placed, lifestyle-specific kiosks showcasing 90 fabrics hand-selected by Gorder.

“Klaussner has earned its spot as a top-five furniture company in the country by building and maintaining strong retail partnerships,” Davis said. “With this new retail model, Klaussner is fully vested at the highest levels of the company in maximizing the profitability of the Klaussner brand for our partners.”