Flexsteel High Point showroom “changes with the times”

Company has totally revamped the way it shows product, offering lifestyle presentations across a wide assortment of categories

HIGH POINT – Visitors to the Flexsteel showroom here at market probably won’t recognize the space, which the company believes will be a good thing for the brand moving forward.

That’s because the upholstery and case goods resource has totally revamped its 60,000-square-foot showroom in space C-558 of the International Home Furnishings Center, a continuation of the brand refresh Flexsteel announced this past summer.

Bearing the theme, “Live Your Lifestyle,” the upfit not only aims to makes the space easier to shop. It also aims to make the brand more relevant by showcasing product in a way that consumers live today.

Entering the space, visitors are greeted with a large receptionist station, which leads to a complete design lab that showcases a wide mix of fabrics and leathers that can be applied to stationary and motion upholstery.

This open area – featuring creative signage and plenty of areas to sit and relax – also has a wall display that tells the company’s story each decade from the early 1900s through today. It does this with words, photos and samples of the company’s many innovations through the years starting with its Blue Steel base components to ergonomic improvements such as its adjustable lumbar support.

From here, buyers can go in either direction along a long brightly lit corridor leading to product displays and two open lobby areas on each end.

The product displays have been segmented into three larger whole home settings, two small space living settings and two studio type of living areas that mix all major categories into a single room, much like a studio apartment.

The effort continues the brand refresh announced earlier this past summer that aims to attract a broader demographic, including young consumers starting families.

“We are taking this opportunity to get with the times – that’s all,” said Sharad Mathur, vice president, marketing, told Home News Now in August. “Dealers are asking us for it, and the beauty of it is that all of our partners are in the game with us. They are asking us to get a more updated look and feel, saying their customers are demanding so much more.”

Each area shows a mix of the company’s core categories of bedroom, dining room, living room, home office and entertainment furniture.

The first three larger areas are designed with a specific lifestyle in mind that includes contemporary, globally inspired and new age traditional.

The rooms are painted and accessorized based on each of the themes, allowing visitors to see how each aesthetic carries through the complete lineup. Room settings are set up to highlight both work and play, with a mix of the home office and home entertainment assortment – including desks and home theater seating, respectively.

In addition to the company’s new solid wood collection, Chevron, there is also a mix of the company’s HomeStyles ecommerce line up sprinkled throughout, giving buyers a view of new and inline goods to choose from.

And in addition to contemporary and traditional designs, there are examples of coastal and rustic themes popular among today’s consumers.

A Comfortable Living area at the center of the showroom showcases the company’s many upholstered seating options, while a separate Healthy Living area further back features motion seating ranging from power recliners to power lift and zero gravity chairs.

A nearby small space living area features a wide mix of product from sofas and chairs to bedroom, dining, occasional and office furniture.

Finally, an Outdoor Living area shows the company’s line of outdoor seating, dining and occasional furniture. A nearby cafeteria outfitted with dining tables and chairs from the HomeStyles line allows visitors to take a break while enjoying a drink and a snack or meal.

For a sneak peak at the space, see the photos below.

This is a view of the Flexsteel Design Lab near the front entrance of the showroom.
This is part of a brightly lit corridor leading down the length of the showroom towards the product display areas.
The wall of this part of the showroom near the Design Lab tells part of the company’s history.
This bedroom is part of the new solid wood Chevron collection. It is made with solid pine and shown in a Stone finish.
This living room vignette is seen in the Globally Inspired section of the Flexsteel showroom.
Updated traditional forms can be seen in this part of the Flexsteel showroom.
The fabrics on these upholstery silhouettes reflect an updated traditional aesthetic for the living room.
The walls of this part of the showroom were purposely painted in a darker color to contrast with the lighter tones on this bedroom set.
Motion theater seating is a big part of the Flexsteel product line and display at market.
Product from the ecommerce HomeStyles line is sprinkled throughout the showroom, offering dealers a varied assortment.
This lift-top desk is part of Flexsteel’s lineup in the home office category.
The Newport bedroom is part of a coastal-themed mix and living space which also features outdoor seating in what is meant to look like an outdoor patio.
The seating shown here, including the sectional in the center, is smaller in scale and shown in a coastal-themed apartment.
Outdoor furniture is part of Flexsteel’s product mix and shown in an area of the showroom that highlights outdoor living.
The Healthy Living section of the showroom features lift and zero-gravity seating.
The dining area of the showroom features product from Flexsteel’s HomeStyles line.

Thomas Russell

Home News Now Editor-in-Chief Thomas Russell has covered the furniture industry for 25 years at various daily and weekly consumer and trade publications. He can be reached at tom@homenewsnow.com and at 336-508-4616.

View all posts by Thomas Russell →

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