This CEO doesn’t want visitors to his company’s new showroom to feel like they’re at furniture market


HIGH POINT — The third floor of Showplace has undergone a massive transformation over the winter, and buyers who visit the building during April’s High Point Market might wonder for a moment if they’ve walked into an upscale travel destination when they arrive.

That’s exactly the goal, according to Hooker Furnishings CEO Jeremy Hoff.

Hoff, Jeremy 6-2022 USE THIS ONE
Jeremy Hoff

“We didn’t want it to ‘feel’ like furniture market,” Hoff told Furniture Today. “Instead, we wanted it to feel like an upscale hotel lobby with a concierge, boutique inspired café and hospitality stations located throughout the space.”

Buyers that visit Hooker during April market will find hospitality and atmosphere in Showplace “second to none,” Hoff said. He noted that one of the key goals for designing the new space was to create an environment that would offer a “more engaging” shopping experience for Hooker’s partners, along with an added dose of fun and entertainment.

“For the first time, we now have an outdoor entertaining space, which we are really excited about,” Hoff said. “Our balcony overlooks the courtyard between Showplace and the International Home Furnishings Center, offering the perfect place to enjoy some of the outdoor entertainment provided by High Point Market. Our patio will be furnished with our Sunset West outdoor furniture division’s products, complete with lounge chairs and fire tables. It will be a very cool outdoor hangout.

“Clyde’s Café, named after our patriarch, J. Clyde Hooker Jr., offers a boutique inspired atmosphere with a variety of seating options including private booths, open friendship-style tables and counter-height seating that looks out over our patio area,” Hoff continued. “We’ve also built a large architectural bar in the café for our happy hours and evening events. The entire space is full of light, very welcoming and conducive to entertaining our guests.”

The new showroom will also include casual and private workspaces for guests to utilize, along with private work pods, meeting rooms and design work areas. Each space will have virtual meeting technology capabilities, supporting at-market business needs for Hooker visitors and employees. Special market events include a grand opening party on April 22, 5:30-9:30 p.m., complete with specialty cocktails on the outdoor patio and live music from the Liquid Pleasure band.

Now that the debut of the new showroom space is just a few weeks away, Hoff said that he believes it will solidify the third floor of Showplace as a premier destination at High Point Market. He added that he is extremely proud of his team’s execution in creating a space that aligns with Hooker Furnishings’ strategies, goals and vision.

“Over the years, our objectives have revolved around great products and designs that our partners view as growth opportunities, and our new showroom will help us to better execute innovative and thoughtful design,” Hoff said. “Honoring our heritage, while looking forward to the next era, our new space carries a ‘past meets present’ theme, intermingling trend-forward interior design with new technologies, first-class hospitality and thoughtfully curated nods to our company’s rich history strategically woven throughout the space.

“The entire third floor of Showplace has been transformed into an upscale destination reminiscent of a high-end retail storefront,” he continued. “With plenty of natural lighting, a grand entrance and an open floor concept, wide architectural corridors that open up to the atrium of the building guide visitors into each of our brand showrooms, each thoughtfully designed with their own distinct personalities. And, while all of this is very current and updated, each brand’s DNA will be very much visible.”

The Hooker Furnishings showroom on the third floor of Showplace will be open for April High Point Market. The HMI Group will be open during Premarket at 220 Elm location showcasing Pulaski, Samuel Lawrence Furniture, PRI and Drew & Jonathan Home.

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