HIGH POINT, N.C.–Luxury home furnishings brand Theodore Alexander is moving its High Point showroom to an expanded space at 229 West Russell Street, part of a larger effort to strengthen the wood and upholstery producer’s global positioning as a leading luxury brand.
The new showroom location, which currently houses Theodore Alexander’s U.S. office, will feature approximately 50,000 square feet of showroom display, giving it the flexibility to expand into other home categories, the company said. It did not specify the categories it is exploring.
“Retailers will really appreciate this new location, since the layout will be easier to shop, navigate, and maneuver,” said Russell Towner, president of Theodore Alexander U.S. “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.”
Later this year 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.”