Who Gets It? A/V at the Furniture Store
Bose Does Jordans
Bose has been something of a sleeping giant in the custom business. In many ways, the company's line of smaller, "lifestyle"-oriented systems are both the essence of the custom concept and at the same time, its antithesis. On the one hand, the concept of "invisible" systems is very much what many consumers have in mind when they think about an integrated home entertainment system. On the other hand, the custom world is still largely a high-end specialty business, and traditionally speaking, Bose products aren't necessarily at the top of the recommendation list for these types of dealers.
Jordans is a Boston-area furniture chain that according to Furniture Today is the number-one sales-per-square-foot operation of its type in the country. The company has four stores, with the flagship Natick location coming in at a whopping 110,000 square feet, complete with a Bourbon Street theme, an IMAX movie theater and now, a collaboration with Bose, which has put up a Showcase home theater store, offering custom-designed systems alongside home theater furniture.
With an annual sales volume approaching $300 million, Jordans has always been firm believers in the entertainment aspect of retailing. Ubiquitous broadcast advertising, along with a frequent community and philanthropic presence, have made brothers Eliot and Barry Tatelman popular icons in the Boston area. When your store has a 50-foot Mardi Gras float and is running the latest Star Wars episode in an in-store IMAX theater, it isn't much of a stretch to think of home entertainment while you're at an entertaining furniture store. Or to imagine home theater products displayed in a completely natural sales setting.
"Every business is show business," says CEO Barry. "We believe in having fun, we see a lot of families coming to the store and taking their kids. We went to Bose with the idea. The idea was that there could be one place you could go to for a home theater, which would make it easy for the customer." Bose, of course, is an audio company, and needed a hardware partner with which to sell complete home theater systems. The company has turned to Philips to supply the video display products for the Jordan's Showcase. Other Bose stores have shown video product from Loewe and Sharp.