Hamilton & Spill Expands Showroom

Furniture World Magazine

Hamilton & Spill’s showroom at Center Point will take on a consumer-friendly look this fall at IHF’s October Furniture Market. The expansion stems from the need to reflect the company’s lifestyle marketing concept, as well as revealing the new categories within its existing case goods line. Designers have turned Hamilton & Spill’s showroom into a reflection of an actual retail environment, giving retailers a visual aid to feature H&S furniture on their own sales floor. The showroom will also display diverse environments that are a consequence of varying demographic groups such as lifestyle and gender that demonstrate the adaptability of H&S furniture. H&S will display materials that are available to retailers for in-store promotions and provide them with necessary tools to demonstrate the connection between their consumer and H&S furniture. The networking relationship that Hamilton & Spill has created with BelAir Lighting & Accessories, J. Clayton International, Korhani, and Wright Furniture will further enhance the retail atmosphere of the showroom. Retailers will be able to see H&S furniture in the same framework that a consumer would have it in their home- complete with lighting, bed linens, rugs and upholstery. “This concept is just the beginning of what we hope to become a large networking family that will allow Hamilton & Spill to offer retailers a complete package for the consumer,” says Mick Verjee, CEO of Hamilton & Spill. “We hope to add other related products, such as dinnerware, table linens, rugs, draperies, etc. to this networking concept.” The creation of a retail atmosphere inside the showroom is another enforcement of Hamilton & Spill’s lifestyle marketing concept. The concept focuses on understanding the consumer and the environment within which they place their furniture. The new showroom boasts 15,000 square feet, 5,000 more than last year’s. Hamilton & Spill will use the additional footage to introduce 13 new bedroom groupings into its existing case goods line, as well as to incorporate new home accent and dining pieces throughout its existing collections.