For Naples, Florida-based Clive Daniel Home, the most important thing heading into 2024 can be boiled down to two words:
Innovative product.
“We as merchants are always looking for the next best thing,” says buyer Pate Rauluk. “There have been some great introductions at recent markets, but we are always looking for that ‘wow’ factor.”
It’s not stretching it to say that Clive Daniel has found its own level of “wow” factor. Founded by father-son duo Clive and Daniel Lubner, the company opened its 85,000-square-foot flagship store in 2011 and has showroom locations in Boca Raton, Sarasota and Fort Myers.
Rauluk says that since its beginning, Clive Daniel Home has become Florida’s premier destination for luxury home furnishings and custom residential and commercial interior design services — and has won more than 430 awards for design excellence — including Best Showroom in the USA.
These days, economic slowdowns haven’t happened — and for good reason.
“We haven’t seen a slowdown like the rest of the country. We have other forces working against the economy,” says Rauluk. “Sales from hurricane victims and seasonal purchasing from the influx of people that move to our area during the winter months really combat potential slowdowns. “
That’s not to say there aren’t challenges.
“I think the largest challenge we are facing and have faced recently is understanding the post-Covid customer,” says Rauluk. “What are they looking for? Specific categories, colors, prints, etc. We have really looked at our assortment this year and leaned into certain trends. Being bold and confident with our purchasing has shown great success in our company.
Along those lines, Clive Daniel works as a group to carefully choose what manufacturers they are going to feature.
“We meet as a group daily and discuss,” says Rauluk. “Our business is higher end than most, so we carry certain standards not applicable to other lower-end companies.”
Similarly, the retailer uses a focused approach on its marketing.
“Our approach to marketing is all-encompassing,” says Rauluk. “We invest in print, digital, and televised advertising and marketing. We have a strong grasp of our target demographic and have been successful at reaching them. “
To set itself apart, Clive Daniel works hard on its appearance.
“Our visual merchandising team is top-notch,” says Rauluk. “Each of our stores has a visual merchandising team that sets the store and changes settings daily. We are not afraid of construction. We build and take down walls all the time. We change wall coverings, flooring and lighting all the time. We are always changing so our customers have a fresh experience every time they visit.”
Going forward into 2024, Clive Daniel has introduced some new vendors as a follow-up to a general overhaul of the outdoor department after Covid.
“This upcoming year I plan to continue bringing new and exciting pieces from various areas of the world. Europe is really showing some great new looks that I plan on presenting to the South Florida market. More to come!”
Rauluk says the increase in full-line retailers hasn’t yet affected the business at Clive Daniel.
“Until the larger businesses start assorting with higher-end goods, we’ll be protected,” he says. “However, we offer services that they do not. We have skilled/licensed designers and CAD workers to help with product placement and design. This sets us apart from the larger full-line retailers.”
He said he does invite full-line retailers to get into outdoor, because it will make the whole business better.
“I encourage it,” says Rauluk. “Outdoor is a very competitive category already. This will only cause the outdoor manufacturers to become more innovative and aggressive. The showrooms with the best settings and product will win — and I believe we are in that group. We have started thinking outside the box with our outdoor category and have started to buy in areas that most do not source from. I believe we have the edge on our competition.”
To compete online, Rauluk says that the store is working to rebrand its website, more functional with an online storelike presence. Even so, online isn’t the store’s main priority, because most people do not like to buy online at the price points found at Clive Daniel.
Any advice for a struggling casual retailer?
“I would say: Look at yourself in the mirror,” says Rauluk. “Would you buy from yourself? If not, why wouldn’t you? Make the change! Changing an assortment really helps. Understand where your core customer base is and find out what they are buying instead. Adapt and embrace change.”
