Hooker Furnishings is opening a second showroom for its Pulaski and Samuel Lawrence brands at the upcoming High Point Market April 22-26. Located in InterHall, the space will support the company’s ongoing strategy of diversifying its customer base and marks the first time it has exhibited the brands in another location outside of its 220 Elm St. showroom.
Aimed at broadening its audience to interior designers and buyers from boutique retail stores, the 510-square-foot space is IH203, on the first floor of the International Home Furnishings Center.
“As we continue to expand and diversify our customer base, this new space will expose our products to a new audience of boutique retail buyers and interior designers who may not regularly visit our 220 Elm showroom,” said Page Wilson, president of Pulaski Furniture, Samuel Lawrence Furniture and PRI. “We’ll be showcasing select items from our new Portfolio program, curated specifically for InterHall to include a mix of high-style pieces that we believe will resonate with these buyers.”
“Items are available with no order minimums and are in stock, allowing the interior design channel and independent retailers more convenient access to our Pulaski and Samuel Lawrence brands,” he added.
Items in Portfolio — a new warehouse stocking program introduced at the October High Point Market — can be mixed and matched across the brands within a single order without additional qualifications.
The program encompasses hundreds of items that ship from Hooker Furnishings’ warehouse in Midway, Georgia, a location near the Port of Savannah that reduces transit time, fuel costs and product handling, according to the company.
“It’s all about visibility,” Wilson said. “InterHall is a great way for us to let these customers know that we have the products, programs and infrastructure to support their businesses.”
The company, based in Martinsville, Virginia, has also developed several programs to attract buyers who visit the new pop-up space in InterHall to also visit its larger 220 Elm showroom, including Fast Passes and “An Apple a Day” giveaway.
Open to interior designers and retailers with a valid market pass, buyers who visit the company’s InterHall location can pick up a Fast Pass, allowing them quick and easy access to the company’s 220 Elm showroom. Upon visiting 220 Elm, buyers can drop a raffle ticket at the front desk for a chance to win one of three iPad Pros. One winner will be drawn at the conclusion of each day on Saturday, April 22; Sunday, April 23; and Monday, April 24;and will be contacted to claim their prize.
In addition, the company will be hosting a Sip & Shop event from 2 p.m. to 4 p.m. Sunday, April 23. Guests are invited to enjoy specialty cocktails and refreshments while browsing the company’s Portfolio program at its 220 Elm showroom. Attendees will receive a Market Survival Kit filled with all the essentials needed to tackle market.
