From Home Furnishing Business
Thomasville of N.J. Rebrands as Home Inspirations Thomasville
2015 by in Business Strategy, Furniture Retailing, Industry
The chain formerly known as Thomasville of New Jersey is kicking off the New Year with a redesigned flagship store, groundbreaking marketing and merchandising strategies, and a pair of grand re-opening celebrations.
Tonight, vendors, VIPs and preferred customers will be welcomed to the renamed HOME INSPIRATIONS Thomasville at the chain’s newly remodeled flagship store in Paramus, N.J. The re-opening celebrations follow on the heels of a soft launch and test of the new retail concept, during which several consumers bought entire room settings full of high-ticket furniture.
The Massood family has been an independent Thomasville dealer since 2000, with a chain of Thomasville stores throughout New Jersey in Paramus, Princeton, Woodbridge and Rockaway. Moving forward, HOME INSPIRATIONS Thomasville’s product offering will continue to reflect its namesake, broadened by the Heritage Home family of brands, including Drexel Heritage, Lane Venture and Maitland Smith. The redesigned concept also features private label products with the stores’ new tagline—HOME INSPIRATIONS, Be Inspired.
“We have developed new ways to present furniture, creating fun, lifestyle vignettes,” said Edward Massood, president. “While we will continue our long-standing relationship with Thomasville, we have added additional looks that we believe will inspire and attract a diverse customer base. So far, the response to our new presentation and remodel has been outstanding by both customers and our sales associates. We are very excited about rolling out this new concept to the other stores in our chain.”
Each of the stores will follow the same integrated merchandising and marketing plan, “varying slightly to reflect the specific demographics within each of our markets,” Massood said. “Like many other states, New Jersey has both urban and suburban consumers living in spaces varying in size from small condos and apartments to grand and spacious homes. We believe diverse architecture calls for diverse decorating solutions. We serve a very diverse age and ethnic population, and that too plays a role in the product mix we must present in order to be relevant in today’s marketplace.”
Revamped point-of-purchase materials and advertising promotes the new lifestyle presentation and have been designed to engage consumers in new ways.
“We have also added more technology to our sales floors with the addition of iPads for all sales associates—ensuring they never have to leave the floor to access information about specific products or special orders,” Massood said.
The flagship prototype also features an updated Design Studio emphasizing expanded custom design services and products.
“We feel this is the beginning of a new chapter in our family’s long-standing relationship with Thomasville and the furniture industry at large, which dates back more than six decades,” Massood said. “With the third generation of the Massood family now leading the way, we look forward to continuing to serve consumers throughout New Jersey and to raising the bar in everything we do.”