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Ashley licensee Broad River to try higher end concept

The 36,000-square-foot Savvy Spaces will soft open in a former Boyles store in the southern Charlotte suburb of Pineville, N.C., early next month, next door to Broad River's top performing HomeStore.

The Top 100 company's HomeStores business also is growing. Broad River will open a 47,000-square-foot HomeStore in Fayetteville, N.C., in September - its 13th Ashley store - and is also looking at expanding into the Raleigh/Durham, N.C., market. A former HomeStores licensee closed its stores last year in the Raleigh and Fayetteville areas.

With Savvy Spaces, Broad River will target consumers shopping for higher-end goods with a multi-brand strategy, said co-owners Jonathan Ishee and Charlie Malouf.

"We're really going after a different consumer than our Ashley HomeStores," Malouf said. "We'll have higher price points, but I wouldn't call us high end."

Fabric sofas, for example, range from about $399 to $799 at Broad River's HomeStores, while they will start at $699 at Savvy Spaces and top out at about $1,099. Bedroom groups also will start about 20% to 40% higher than the Ashley retail prices.

The store also will focus on local sourcing.

"Whenever possible, we are buying from North Carolina manufacturers," Ishee said. "We don't want a bunch of freight costs loaded into our retail. We think we can offer a great value when we don't have to haul (product) all the way around the world and all the way around the country.

"We've talked to consumers and through our own research, that's something that has come up. That (local product) is important to them, particularly in this part of the country."

Fairmont Designs will be among Savvy's important suppliers, Ishee said, adding that he is excited about Fairmont's new upholstery plant in Hickory, N.C., in a former Thomasville factory.

Other top brands will include Flexsteel, Bernhardt, Legacy Classic, Hooker, Bradington-Young, Pulaski, A.R.T., Corinthian, Jackson/Catnapper, Samuel Lawrence, Steve Silver, Aspenhome, Franklin, Albany, New Classics, USA Premium Leather and Jaipur Home.

In bedding, Savvy Spaces will offer the same brands as the HomeStores - Sealy, Stearns & Foster and Tempur-Pedic - but again reaching for higher price points with broad lines from all three, including Stearns & Foster latex mattresses and the Embody by Sealy line. The store also will carry adjustable bases from Leggett & Platt.

The owners would not disclose sales projections for the new concept store, but estimated that Broad River's total furniture, bedding and accessories sales will hit $65 million this year. In 2012, the retailer is shooting for $75 million to $85 million in sales, with the Fayetteville and possible Raleigh/Durham HomeStores and Savvy Spaces open a full year, as well as a possible second Savvy Spaces store open by that time.

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