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From Home Furnishing Business

Bassett Mirror Expands High Point Lifestyle Gallery

Bassett Mirror Co. will expand a lifestyle gallery presentation that it says resonated with buyers at October High Point Furniture Market.

The vignettes were part of the Bassett, Va.-based home accents and occasional specialist's launch of the Total Fashion Solution, its brand strategy and cross-merchandising approach to showroom display.

Bassett Mirror is in the midst of extensive High Point showroom renovations that will double the size of its cross-merchandised space for the April market. The 12,500 square feet of lifestyle gallery space seen during October's High Point Market now will expand to 25,000 square feet of lifestyle gallery space in April. 

Products displayed in arranged room settings during market allowed retailers and designers to better picture how the presentations would work in retail stores and consumers' homes.

"We're not just showing product anymore. We're sharing moments in a truly collective experience," said Spencer Morten, Bassett Mirror's CEO. "And we're not just selling the product on an individual level--we're selling an ensemble inclusive of fashion-forward design, lighting, color and texture. This is important as we look to help our customers to be competitive in their local markets."

Bassett Mirror reported larger ticket sales from dealers during market; and an increase in the number of customers who visited the showroom and ultimately made a purchase. One designer came into the Bassett Mirror showroom for the first time ever based on what she heard about the company while riding on the market shuttle. Items that weren't selling are selling now because the company showed visitors how to create more complete showroom stories.

The new Total Fashion Solution approach will significantly influence the look of Bassett Mirror Co.'s upcoming Designer Resource Guide and redesigned Web site, currently in development.

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