1st of its kind: Why Bernhardt picked Furnitureland South for flagship gallery

JAMESTOWN, N.C. — The relationship between Bernhardt Furniture and Top 100 retailer Furnitureland South goes back 55 years through several generations of the Bernhardt and Harris families.

So, when the Lenoir, N.C.-based furniture manufacturer wanted to bring the feel of its High Point showroom to a retail setting, its leaders knew where they wanted the new flagship gallery to debut.

“We had been thinking for a while about a new retail presentation to best show our brand and show what’s best about our showroom and bring that look to the consumer. There was one retailer we wanted to do this with: It was absolutely Furnitureland South,” Alex Bernhardt Jr., president and CEO of Bernhardt, told Furniture Today. “We’ve had such a long association with this company. It’s an association we’re so proud to have. We share the same commitment to quality, passion for furniture and to look at furniture as fashion.”

To mark the occasion, Alex Bernhardt and several senior leaders from the company were on hand for a ribbon cutting for the gallery on June 24.

In creating the space, designers from Bernhardt and Furnitureland South collaborated, spearheaded by Becky Greene, Furnitureland South’s executive director of merchandising. Greene said the space, which spans around 15,000 square feet and gives Bernhardt a total of 22,000 square feet in the store, feels like the perfect size to present the brand at its best.

“Most of our large flagship vendors have around that much square footage, and we feel that amount is good because you’ve got to tell the story, and you’ve got to give the opportunity for the brand to breathe a little bit,” she said. “For our store, that’s a good footprint.”

Plus, Greene noted, it’s an opportunity to highlight a fellow North Carolina-based company. “We have deep roots here in North Carolina, and it’s important that we support vendors who are raising families and growing their business in North Carolina. It’s a natural connection.”

Jeff Harris, Furnitureland South’s CEO, said when the retailer was founded in 1969, Bernhardt was one of its earliest vendor partners. He said having Bernhardt’s first flagship gallery is humbling and exciting.

“This has been years in the making. Both of our teams have poured energy and effort in creating these amazing displays,” Harris said. “We couldn’t be prouder to be a partner of this amazing family-owned legacy brand. It’s part of who we are as well.”

See also:

  • Bravo TV star shops Furnitureland South to furnish new property
  • MC Studio and Bernhardt team up in Dallas

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