Luxury home furnishings brand Theodore Alexander is moving its High Point showroom to an expanded space at 229 West Russell Street, where it will have a premier showcase in which to display its comprehensive Theodore Alexander product line, including their latest introductions and highly popular licensed collections Althorp Living History and Keno Bros.

The new showroom location, which currently houses Theodore Alexander’s US office will feature approximately 50,000 square feet of showroom display, versus 40,000 square feet at its current location at 301 Steele Street. Renovations will begin this January in anticipation of the fall High Point Market grand opening. The new showroom will allow greater flexibility in the future as Theodore Alexander continues to build on the success of its current offerings, as well as expand into other home categories.

Recognizing the importance of a positive trade show experience, the new setting will also include on-site parking, market shuttle access, nightly dinner service and other complimentary amenities and services for visitors, consistent with a luxury brand experience.

“Retailers will really appreciate this new location, since the layout will be easier to shop, navigate, and maneuver,” commented Russell Towner, president of Theodore Alexander US. “Our expanded displays will give them a better perspective on the depth and breadth of our product offerings as well as provide fresh merchandising ideas for how our products might be presented in their own stores.”

According to Towner, Theodore Alexander’s new High Point showroom is part of a larger agenda to strengthen the wood and upholstery producer’s global positioning as a leading luxury brand.

“We believe having a comfortable and enjoyable experience will positively influence our relationships with all our retailers, but particularly with our discerning international visitors,” said David Parker, vice president of international sales.

In 2011, the company will debut a new worldwide brand strategy with a comprehensive website, logo and marketing materials designed to enhance its identity as a source for stylish, inspired furniture that is hand-crafted for today’s busy lifestyles.

“In all of our marketing and communications, we will emphasize our core strengths,” said Towner. “They include highly original designs, finest quality construction, and details and sophistication that go far beyond the expected.”

About Theodore Alexander
Theodore Alexander is renowned for unmatched craftsmanship, exquisite finishes and extraordinary design. Covering a diversity of periods and styles, their collections encompass thousands of unique lighting, home accents, case goods and upholstered furnishings. Theodore Alexander and its licensed Althorp Living History collection, and newly introduced Keno Bros. collection, are available throughout the world at fine furniture galleries and design centers. For more information, please visit

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