22 July 2024, 20:24
By Furniture News Nov 28, 2023

Rodgers of York unveils new At The Helm concept

In a bold move towards taking its shop-in-shop retail experience to the next level, At The Helm has unveiled a new branded space entitled Living At The Helm, within esteemed retailer, Rodgers of York

With Signature Heritage and Modern Explorer models on display, this strategic partnership between At The Helm and Rodgers of York marks a significant milestone for both brands, promising an enhanced shopping journey for customers seeking premium furniture. 

Rodgers’ showroom is a trove of furniture ideas, encompassing every key interior furnishing category, from sofas and chairs to beds and bedroom furniture, dining sets, flooring options, soft furnishings and lighting solutions. 

The retailer’s dedicated team is readily available to introduce customers to the extensive range of products within the 70,000 sqft showroom, offering expert guidance on product selection, colour palettes and design concepts, empowering customers to craft the perfect living space they envision. 

Rodgers also works hard to provide the finest products at the most competitive prices in the region. In simple terms, the business stands firm in its commitment to offering “an incredible range of products at unbeatable prices”.

Fruitful collaboration

The introduction of the Living At The Helm branded space within Rodgers is designed to elevate the customer journey, offering shoppers an opportunity to engage with At The Helm furniture pieces within the familiar and trusted environment of the store. 

At The Helm’s commercial director, Michael Sheedy, who has built a longstanding relationship with Rodgers, says: “Our new in-store branded space represents the next step in our ongoing journey towards redefining the retail landscape. We believe it will offer customers a truly immersive and more personal way to engage with our products. 

“We couldn’t be more excited that William [Browne, MD] and James [Browne, director], along with their highly skilled team, have chosen to partner with us on this venture. Their expertise and vision align perfectly with our goal to create a one-of-a-kind retail experience that leaves a lasting impression on every visitor.”

Brand and store in harmony

Situated prominently in the store, the shop-in-shop brand experience showcases a thoughtfully crafted environment that encapsulates the essence of At The Helm. The design prioritises visual harmony, from the reclaimed barnwood flooring with its deep, varied grain, to the distinctive At The Helm teal accent wall showcasing the brand’s iconic illuminated logo. 

The display serves as a captivating focal point, featuring a range of sofas that exemplify the brand’s signature blend of comfort, style and sophistication, as well as ensuring a seamless transition between the Signature Heritage and Modern Explorer models. This provides customers with the chance to explore carefully curated furniture, offering them a first-hand experience of “the unmatched craftsmanship and attention to detail that defines At The Helm’s collections”, states Michael.

“Each piece of furniture is expertly crafted using the finest materials, promising not only exceptional comfort but also enduring elegance. From luxurious sofas to the availability of generous leather or fabric swatches for a tactile experience with various materials, the updated floor display encourages customers to immerse themselves in a sensory journey through At The Helm’s exquisite offerings.”

Rodgers furniture department buyer states: “At Rodgers, we hold the belief that prosperous furniture retailing is driven by customer demand for high-quality, thoughtfully designed products that provide excellent value for money, all within a comfortable shopping atmosphere. Our collaboration with At The Helm aims to forge a fruitful partnership between retailer and supplier, ultimately contributing to the Rodgers shopping experience that will inspire and satisfy our cherished customers.”

Next steps

The introduction of the Living At The Helm experience is just the beginning of a new chapter for the brand. With a commitment to innovation and customer satisfaction, At The Helm has ambitious plans for the coming year, having taken the first step in implementing these spaces across the UK and Ireland. 

As the year draws to a close and the eagerly awaited January Furniture Show approaches, At The Helm is looking forward to unveiling its latest offering on stand 1-E40.  

“With the launch of these new offerings, At the Helm is gearing up for an exhilarating year ahead, marked by creativity, quality, and forward-thinking designs,” Michael concludes. For more information, contact the supplier’s customer hub on 01908 968228, or a local regional manager. 

See more of the in-store installation in December's issue.

© 2013 - 2024 Gearing Media Group Ltd. All Rights Reserved.