When many customers think of a lumberyard showroom, they picture an unwelcoming warehouse space. Curtis Lumber’s remodeled kitchen showroom at its flagship Ballston Spa, N.Y., location shatters that stigma. The space features 13 vignettes—12 kitchens and one “man cave”—outfitted with an array of products, including flooring, countertops, tile, lighting, and cabinets. The goal is to deliver not just products, but an overall experience.
The previous showroom was designed in the 1990s and had a standalone storefront within its main retail store. Removing the exterior wall opened up the 4,600-square-foot space and made the showroom, as a whole, a focal point.
“We saw the need for our designers to have a much more modern showroom,” said Jim Carpenter, director of marketing. “And something that was more flexible to grow with the changing times.”
Ten Curtis designers helped redesign the vignettes. “They collaborated with each other, presented their designs to the group, [and] got feedback,” said Tony Izzo, corporate kitchen and bath manager. The company aimed for variety. Completed in two phases over 15 months, each kitchen represents a different design style. White finishes are present, but the designers also included emerging trends by adding pops of color.
They also stayed on trend by making a “man cave” vignette. It showcases a bar, built-in shelving, red tool box cabinetry, and vintage automotive signs. The space doubles as a place for children or tag-along customers to sit while someone is completing a sale.
Products can be easily swapped to accommodate future trends, but the placement of each vignette directs customers in a logical way through the four retail lines: Merillat, Wellborn, Crystal, and Kitchen Plus.
Curtis Lumber has hired five new employees for the showroom, which generates roughly $12 million in annual sales, since it opened in September 2016. Besides the full-time designers, two people serve as point-of-sale references who help with smaller sales so the designers can focus on larger projects.
