Anderson opens retail store in China

Home News Anderson opens retail store in China

Shanghai location geared for designers, luxury market

By Matthew Spieler

Shanghai—Anderson Hardwood Floors has opened its first stand-alone retail store in an effort to reach the country’s growing designer-oriented luxury market.

Unlike the U.S. manufacturers owning retail stores is commonplace in China. In fact, the specialty retailer as Americans know is virtually non-existent here as manufacturers not only sell directly to the end user, in industries like flooring, they handle the installations. In effect, manufacturers are held to total accountability from the start to finish of the job.

The company’s 1,400-square-foot is broken by lifestyles—New York, Miami and Aspen, shown here. Each is setup to allow designers to sit with clients and go over products and design options.

The location Anderson chose for the store is speaks volumes to this concept as it is in a multi-story home furnishings mall filled with individual stores owned by manufacturers such as Kohler, Moen and a bunch of flooring mills, including Anderson’s Asian partner, Power Dekor.

Don Finkell, Anderson’s president said while the 1,400-square-foot store is open to the public, the company’s main focus will be to attract designers. “The luxury market is quickly growing in China and with it there is a burgeoning interior designer industry. Anderson has always been about style and fashion and we want to develop stronger relationships with the designer community in China.”

As proof of this desire, he pointed to a unique area in which designers will be asked to rate products which are still in the concept stage. Plus, designers will be encouraged to make style boards around a product and then put their business card on it. This will boost their profile and show others how our products can be used.”

Finkell added this feature is same as the company’s Club Next concept at trade shows in the U.S., except this will be an ongoing thing in the store.

Another element to help gain designer interest is how the store is laid out. It t is divided into three lifestyle concepts—New York, Miami and Aspen—with each depicting products, photos and vignettes designed to invoke that city’s lifestyle.

Employees greet visitors at the front of Anderson’s store in Shanghai.

Other than the concept designs all the products in the store are made by Anderson in the U.S. Finkell added, the store is designed to compliment the one owned in the same mall by Power Dekor, which has been selling the Anderson brand for about four years. “The products in our showroom are geared for the high end, luxury market whereas Power Dekor goes after the mainstream consumer. In fact, Power Dekor officials, were very encouraging in Anderson opening this concept store.”

Don Finkell, Anderson’s president, addresses a crowd of designers during a special reception at the Blue Marlin Bar & Restaurant in Shanghai to celebrate the opening of the company’s first store in China.

Power Dekor operates 3,000 stores in China and they are primarily geared as selling operations. If Anderson’s store proves successful the company not only has plans to add more outside of Shanghai, there is speculation Poer Dekor may copy some of its ways of doing business to its units.

“The store really serves two purposes,” Finkell noted. “It is a place for research and development for us and, to some extend, Power Dekor and it will help us develop deeper relations with the country’s emerging design professionals.”

Must Read

Happy Feet, Welspun partner on charitable product offering

Dalton—Happy Feet International is expanding its offerings to include new products from Welspun Flooring where a portion of every Welspun sale will go toward...

Coverings releases 2023 education lineup

Orlando, Fla.—Coverings, the preeminent event for North America's ceramic tile and natural stone industry, unveiled a sneak peek of featured education for Coverings 2023,...

Tried and true digital marketing tips from the trade

As technology advances and more companies turn to the digital realm for their marketing needs, it’s important for companies to stay up-to-date on how...

John McGrath retires from INSTALL

Washington, D.C.—INSTALL has announced the retirement of its executive director, John T. McGrath Jr., who played a significant role in revolutionizing floorcovering installation training...

Cali updates BCXL collection

San Diego—In response to customer demand and shifting color trends, Cali is adding three new styles to its popular Cali Vinyl Builder’s Choice XL...

Schönox debuts new subfloor products

Florence, Ala.—Schönox HPS North America debuted two subfloor products in response to needs expressed by the professional installer community in the field with Schönox...
Some text some message..