THEODORE ALEXANDER SHOWROOM PROMISES EXCEPTIONAL GUEST EXPERIENCE AND INSPIRING MERCHANDISING CONCEPTS

Luxury furniture maker creates showplace for ultimate shopping destination at High Point Market

September 12, 2011, High Point, N.C. – A new Theodore Alexander showroom is opening here this Fall and early indications are that the luxury home furnishings brand is planning to take the “guest experience” to a new level of sophistication and panache.

Recognizing the importance of a superlative trade show experience, the new setting emphasizes comfort and convenience. Theodore Alexander dealers can look forward to a host of amenities likened to those offered by exclusive clubs.

Services range from on-site valet parking and free Wi-Fi throughout the building, to cocktails and elegant dining each evening. Inside the showroom, the experience includes the ambience of a private English club inside the new “PM Bar.” The expansive dining room, with seating for 250, will host retailers nightly in high style, thus negating the need for dealers to concern themselves with securing dinner reservations elsewhere. Retailers are invited to drop in daily to take advantage of the dining offerings and other services. 

For all visitors, the High Point Market’s complimentary transportation system has been adjusted to include a shuttle stop in front of the new showroom building situated at 229 West Russell Avenue. Additionally, three, dedicated Theodore Alexander vans will provide transportation within the downtown Market Area.

The considerably larger showroom space enables Theodore Alexander to display a record-setting number of introductions embodying the company’s classical spirit and modern outlook. In addition to the ability to display best-selling items, both of Theodore Alexander’s highly popular licensed collections--Althorp Living History and the Keno Bros. collection--will have dedicated showroom-within-a-showroom environments inside the new location.

“We are looking forward to Fall Market and the grand opening of our new showroom with great anticipation,” comments David Parker, vice president of international sales for Theodore Alexander. “The relocation and expansion will allow us to provide retailers and international visitors with greater insight into the depth and breadth of our line. We also have the room we require to present inspiring merchandising concepts and ideas to support our worldwide initiatives.” 

Russell Towner, president of Theodore Alexander, notes that the experience and services provided will allow retailers to be more efficient and are consistent with Theodore Alexander’s status as a premium brand.

“In support of our brand standards and ideals, everything we produce at Theodore Alexander, must be marked by a level of sophistication and detail that far exceeds the expected,” Towner says. “This vision encompasses all aspects, from highly original designs with the finest quality construction features, to an outstanding online experience. And it most certainly includes a showroom specially designed for our discerning customers and Market guests.”


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