Last month, Italian furniture atelier and emporium Greycaine opened its 3000 sqft flagship showroom on Watford Trade Park. Featuring a handpicked selection of furniture and a dedicated interior design area, the showroom reflects a brand rooted in Italian heritage yet inspired by contemporary living – a showcase of “beautiful furniture that inspires and brings the essence of Italian luxury into the home,” says creative director Cristina Rugo …
Why open this store, here? How does it fit into your wider strategy?
We are delighted to have been able to open our showroom, which brings the Greycaine brand to life. We wanted to open this store here because of the location – it’s convenient, and is in a very good catchment area which allows us to obtain a larger space to showcase a wide range of product at sensible pricing (I would rather keep prices low on our offering and service than charge more to fund rent going to third parties).
We love that the showroom is easily accessible – we have over 3000 sqft of space to showcase our products, and plentiful parking for clients, and the surrounding areas are a very good fit for our product offering.
Was there any significant physical redevelopment?
Yes! It was just a shell, so we had to do everything from scratch.
How did you ensure it remained ‘on brand’?
We have a brand bible and that helps keep everything in order and acts as a very useful reference point across all parts of the business.
How would you describe the in-store atmosphere?
Warehouse chic – elegant and spacious, with warm lighting and a relaxed soundtrack. Oh, and it smells great!
What’s on display, and how was the range selected?
We have over 100 products on display, and each was selected to show the range of offerings we have for the home. A brochure is very useful, but nothing beats seeing products and finishes in the flesh and speaking to our knowledgeable team.
We will re-evaluate what’s on show every six months as a minimum.
Describe a typical customer, and your approach to serving them …
Our typical customer is often a homeowner who wants to add value to their property and values a high-quality, enduring product. They love beautiful design and want to add considered pieces to their home.
We look after them by listening first, then suggesting second.
How are you driving footfall?
Word of mouth, Google, social, print, and a very talented PR.
What was the project’s biggest challenge?
Costs and timescales!
How does the store work as part of an omnichannel offering?
We only sell via the store – we don’t have a sales channel online because it’s not that sort of product.
What aspect of the showroom are you most proud of?
The way it all came together, and how helpful everyone was in getting it to look the way it does, which is a beautifully designed and functional showroom.
Are there any other developments at Greycaine that we should know about?
There’s plenty in the pipeline, but we can’t reveal them just yet, sorry!
See more of Greycaine's showroom in February's issue.
