Lane Venture cut the ribbon on its 4,750-square-foot flagship gallery at Furnitureland South in Jamestown, North Carolina, on Monday, and Casual News Now stopped by to see the new space.
Located at the opening of Eco-link, the bridge that connects the store’s outdoor section to the Design Center, the brand is a focal point, with a variety of collections that have an indoor style.
This was by design, according to Becky Greene, executive director of merchandising for FLS. She says the entire DNA of FLS is to offer a world-class shopping experience and give guests a vision of what their home could be.
“We’ve always felt it’s difficult in the retail space to emulate the outdoor lifestyle in a way that feels world-class, so when we designed this space for Lane Venture, we wanted people to come in and get inspired,” she said. “When a customer comes into this space, they’ll say they want their outdoor to look like their indoor space, and now they can visualize it. This gallery does a great job of showing people what their outdoor life could be.”
Schon Duke, vice president of Lane Venture, said that all the best brands in the casual world are offered in the store, and for Lane Venture to be highlighted “speaks volumes, not only to Furnitureland South, but also what’s happening at Lane Venture,” he said.
Lane Venture now manufactures 50% of its product domestically in Newton, North Carolina, and Haleyville, Alabama. In Newton, it produces all of its cushion seating and performance outdoor upholstery. In Haleyville, it manufactures highly customizable aluminum furniture. The company currently offers 154 in-stock fabrics and 15 designer frame finishes on its domestically made aluminum collections.
At the center of the gallery, Lane Venture’s collaborations with Celerie Kemble give customers a first look at the company’s high-end outdoor, from pink loungers with scalloped frames in the Awning collection to the bestselling Mimi collection.
FLS also carries Lane Venture’s Ernest Hemingway Island collection, which is the second bestseller for the retailer, according to Duke.
“This is a big day for Lane Venture,” Duke said. “All of the hard work that has gone on behind the scenes is now real.”
At the ribbon cutting, Duke and Greene made comments about their excitement about the opening, which can be seen in the video below. Keep scrolling for images of the gallery.
