1915 South adds to southern Georgia footprint with new store

THOMASVILLE, Ga. — Top 100 retailer 1915 South, which owns and operates Ashley stores across the Southeast, opened its latest showroom in Valdosta, Ga., on Nov. 18.

Located in a former Gander Mountain store at 278 Norman Drive, the store has around 48,000 square feet of showroom space in Ashley’s 7.0 store format.

“The customers love it. It’s got good sight lines; it’s current. It’s been very well-received. Our average ticket is higher than any store we have,” 1915 South CEO Russell Turner told Furniture Today, noting that this store is his company’s largest to date.

Valdosta represents a new market for 1915 South and a return for Ashley, which last had a store in the city about a year and a half ago.

Turner said he believes the format of the Valdosta store is the one that 1915 South will use as the blueprint moving forward. It boasts the company’s largest bedding gallery and product from across all price points.

“We think it’s our new model because we’re able to put the whole selection that Ashley has. We’re covering all price points in this store,” Turner said. “We’ve done some Outlets, but we’ve got all the outlet product mixed in this store with the Ashley product. It’s really a one-stop shop for all Ashley product.”

The showroom features complete lifestyle vignettes, down to the final detail of lighting, rugs and wall art. Product categories include bedroom, dining room, upholstery, leather, occasional tables, home office, youth bedroom, recliners, mattresses and accessories. Technology enhances the environment, incorporating various elements to improve the customer shopping experience.

The Valdosta store brings 1915 South’s store count to 28, and Turner believes the company is in good position to do more. He said company officials are taking inspiration from the old Lexus tagline, “The relentless pursuit of perfection,” as they look ahead at 2023 and beyond.

“We’re taking the customer journey from pre-thinking about us to post-purchase; we’re going about every aspect of our business from A-to-Z; and we’re trying to perfect everything,” he said. “We think we’ve got the infrastructure, trucks, store, signage, and we’re going to go through everything and make it our Lexus year.”

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