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Empire Today, the attic installer whose acclaimed chime has seared the company's buzz cardinal into innumerable brains, is aperture food for the aboriginal time in its 55-year history.
["485"]Northlake-based Empire, which serves added than 70 busline markets through its shop-at-home business, affairs to accessible its aboriginal abundance Thursday in Fairfax, Va., and two added abutting anniversary in Commack and Westbury, N.Y., both on Long Island.
Though based in the Chicago suburbs back its founding in 1959, Empire is entering the bricks-and-mortar bold in East Coast markets that accept accepted to be able for the company, admiral said.
"The abridgement is robust, we accept the markets we're aperture in are abundant for us and the time is right," said Paul Carter, controlling carnality admiral of operations.
The aggregation has no actual affairs to aggrandize above the aboriginal three stores.
Empire is advance in retail as the $13.6 billion attic accession industry boring recovers from the collapse of the apartment market. After coast 30 percent from 2006 to 2011, industry revenues accept been aggressive steadily back 2012 and are accepted to abound 8.1 percent this year as residential architecture and advance aces up, according to bazaar analysis close IBISWorld.
"Like a lot of added retailers, we've apparent a abiding advance in the abridgement and the chump alertness to accomplish change and advancement their active spaces," said Keith Weinberger, Empire's arch business officer.
Tim Carter, Tribune Content Agency
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While abounding bodies adopt the accessibility of accepting a sales adumbrative appear to their homes, "we've additionally begin that consumers for whatever acumen appetite to alpha in a abundance environment, they appetite to feel like they're in control, they can baddest the styles themselves," Weinberger said.
"We're able to action those consumers who are attractive for the retail acquaintance article bigger than what's out there."
Consumer analysis conducted by the aggregation begin that shoppers at attic food were annoyed with the akin of agents ability and cryptic pricing, Weinberger said.
The Empire stores, which admeasurement 4,000 to 5,000 aboveboard feet, avowal several appearance that admiral achievement accomplish for a convenient arcade experience. For example, all articles will accept amount tags that accommodate the amount of flooring, padding, abstracts and installation, so shoppers can analyze prices with added ascendancy and apperceive what they're accepting into afore they arch to checkout.
A "personal attic specialist" additionally will adviser customers, from advising articles in the abundance to visiting the customer's home for abstracts to abiding the customer's samples to the abundance so they don't accept to.
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Wood Flooring With Laminate, Vinyl | Direct Flooring Hillington Opening TimesAnd the affairs attic is advised in "neighborhoods" about the products, rather than the brands or manufacturers, so shoppers analytic for Berber carpets will acquisition all Berber carpeting options beyond account levels in one place.
Empire additionally formed with lighting scientists to carbon the accustomed ablaze best bodies accept in their homes.
The retail stores, which will advertise a added alternative than Empire's shop-at-home sales assembly can action on sample boards, will advertise the abounding area of flooring, including hardwood, laminate, carpeting, vinyl and tile.
Promotions accustomed in the company's civic ad campaigns will be accustomed in the stores.
Privately captivated Empire beneath to acknowledge banking information. Afore the recession, industry watchers estimated that Empire's anniversary revenues exceeded $600 million, based on its ad expenditures, said Jon Trivers, a columnist at barter advertisement Attic Covering Weekly. He could not accommodate a added adapted figure.
Trivers said Empire is the country's better absolute agent of attic accession and the second-largest specialty attic chain, abaft Toano, Va.-based Lumber Liquidators.
Empire, founded as a family-run business that awash artificial slipcovers, was awash to a clandestine advance close in 2000 and broadcast nationwide. In 2012 it bought attic battling Luna, which already operated retail food in bristles burghal Chicago markets.
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Cheap Laminate | Direct Flooring Hillington Opening TimesElmer Lynn Hauldren, architect of the Empire Man appearance and the jingle, died in 2011.
Empire's admission into the retail arena should alarm absolute attic stores, Trivers said, as the aggregation is accepted as an accomplished client and marketer. The question, he said, is whether Empire can appoint the appropriate advisers to accord the akin of account a retail operation demands.
The stores, Trivers said, acquiesce Empire to admission new barter in absolute markets.
"Direct affairs alone attracts a assertive cardinal of people," Trivers said, "I don't affliction how abounding times you comedy that jingle."
For those who haven't heard it: 800-588-2300. Empire!
aelejalderuiz@tribpub.com
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