From Home Furnishing Business
Universal’s Smartstuff Gets Showroom Facelift
The third floor of Universal Furniture’s High Point showroom third floor has been redesigned to showcase the company’s Smartstuff division of youth and nursery furniture.
At the upcoming High Point Market, retailers will experience a renovated 9,600 square-foot space that showcases not only furniture, but also a space dedicated to retailer support.
The Smartstuff Solutions area of the showroom features the retailer marketing support in the form of print and online advertising, social media and in-store tools. All of the items can be accessed via the company’s Smartstuff Solutions website portal, introduced in October as a dedicated channel for retail support.
“Most of us would agree that the consumers’ shopping journey begins online and it provides us with the best opportunity to make that initial introduction to Smartstuff,” said Neil MacKenzie, marketing director. “Consistent creative and messaging helps our retail partners tell a stronger story and drives traffic to both our website and theirs.”
The Smartstuff consumer website has also gotten a functional facelift, with an enhanced retail locator at the top of the home page.
“When consumers visit the site, the nearest retail Smartshops will appear on the screen, along with their contact information,” MacKenzie said. “And these locations will appear on every page of the site.”
The biggest change to the Smartstuff showroom is visual. Thirty-eight fully accessorized vignettes with linens, accessories, art and toys offer merchandising ideas and resources for retailers. A bunk room, a feminine nursery and an outdoors-themed bedroom for young boys are among the decorating options created by Janine Wagers, showroom manager, and her team.
“These vignettes go beyond showcasing our own product, to help inspire retailers with merchandising ideas for their stores,” MacKenzie said. “And we provide retailers with sources for every item shown on the floor, so they can duplicate the look on their budget.”