Article Number : 6548 |
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| Date | 4/15/2011 8:09:39 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=6548 |
| Abstract | NEW YORK—Flor, the residential carpet tile division of Interface, opened its flagship store here on March 31 at 142 Wooster Street in SoHo... |
| Article | NEW YORK—Flor, the residential carpet tile division of Interface, opened its flagship store here on March 31 at 142 Wooster Street in SoHo. “This will be our most important store,” said Greg Colando, president. “Fashion starts here, design starts here [in New York]. Our largest customer base is here and tells us this is the right place.” He said although it is technically the third Flor store to open, the Chicago and Santa Monica, Calif., locations served to work out the kinks for the official flagship launch. The company will open a retail space in Dallas next month, followed by locations in Boston and Georgetown, Md., with plans to move into the Northwest in the near future. The 3,500-square-foot, gallery-style space is more about avoidance than anything else, said Rick Kilmer, vice president, retail. “We’re keeping the stores open, taking the product beyond merchandising.” Providing a blank selling space is meant to open possibilities and options for the shopper so she can create a look she wants. Product vignettes similar to those found in the Flor catalog are positioned along the walls of the store for maximum visibility and tactile experience. One of the new products on display is a collection of wool tiles called Floresse. Available in natural, softer color tones, Flor is dabbling in a partial dye solution process to produce blues and greens as well. Colando said the wool line is the freshest product featured in the new space. The brick and mortar store is also a site for Flor’s Return & Recycle Program, which accepts old carpet tiles for recycling into new products. The take-back program is one of several green initiatives by Flor and parent company Interface. For more information, visit flor.com. —Emily Hooper |