Kornmeyers HomeSmart Unveils New Identity

Furniture World Magazine

Kornmeyers celebrated the opening of 30,000-square-feet of incremental showroom space when it greeted customers with champagne and roses earlier this month. Now Kornmeyers HomeSmart, the company unveiled its new name and brand identity, created by leading strategic design firm GRID2, on the store’s new exterior and inside a dramatic 150-foot atrium showroom. The atrium, also designed by GRID2, establishes a more prominent store entrance for the 126-year old, family-owned business, as well as a new customer reception area, floor layout and space for an upholstery gallery featuring Hickory Hill, Rowe, Hickory Chair, Hooker, Klaussner, Lane, Sealy, and Sherrill brands. Bold, colorful and oversized graphics and consumer-inspired photos complement the new brand identity, intended to attract a wide audience of shoppers. While maintaining operations in its original 60,000-square-feet store, Kornmeyers executives broke ground on the new construction last fall. The decision to expand its current location was made in response to market research conducted by Al Wight of Strategic Decisions, and the retailer expects to complete its total store and warehouse renovations early next year, when a grand opening event will be held. On hand to open the doors and mingle with customers at the August event were Harold Bahlinger, Sr., chairman of the board of directors and outgoing president, and newly named president and general manager Rose Mary Williams.