Frontgate is launching its new retail experience at Preston Royal Village in Dallas. The new store celebrates the introduction of Frontgate’s reimagined shopping experience.
Key elements of the new store include a front vestibule — reminiscent of a traditional home foyer — showcasing seasonal offerings, a unique central atrium to test and engage with the outdoor furniture assortment, and an in-store Design Studio with dedicated expert staff.
The new store offers an elevated and intuitively designed shopping journey, presented in vignettes. These vignettes offer guests the ability to browse by room, with curved archways and architectural detailing signaling a transition between looks and providing a more intimate, homelike shopping experience. The signature, central atrium space mimics the outdoor experience, showcasing the furniture in realistic lighting — no matter the time of day or season. The indoor/outdoor atrium allows guests to see, feel and engage with Frontgate’s product in an environment that’s always cool, dry and comfortable.
“As a brand, it was important to evolve our physical footprint to match where today’s customers are,” says Tom Bazzone, president of Frontgate. “We think our new retail concept provides customers with a truly unique and inspirational shopping experience. Our new store has been developed in concert with our evolution as a brand to be a more complete home furnishings destination, building on our strength as an industry leader in outdoor furniture and decor.”
While the Dallas location is the first instance of the new experience, a Columbus, Ohio, store has a planned opening in April in the Easton Town Center area. Frontgate’s sister brand, Ballard Designs, opened directly next door in October 2023. The new space offers guests dedicated parking and easy access to a one-stop shop for elevated home furnishings.
