Bassett

Bassett’s new store prototype repositions the retailer as a design center that engages customers in creating and personalizing their home environments.

Bassett Furniture has provided high quality, affordable home furnishings for more than 100 years. To help strengthen its market position, Bassett turned to Bergmeyer to create a new store prototype as part of a re-branding effort to differentiate the company through a unique presentation of furniture and accessories, consistent communication, and tailored customer service. The prototype store is divided into four distinctively styled main rooms—modern, cottage, transitional, and traditional—and three custom rooms. Customers are inspired by furniture displays and accessory offerings and then personalize their upholstery choices, storage layout, and dining options in the custom rooms. This design highlights Bassett’s emphasis on design and clearly communicates product information and customization options in a way that makes the customer feel inspired, empowered, and comfortable. The store’s open layout makes it easy for customers to browse on their own, yet the central location of the cash-wrap in the “Great Room” locates staff nearby. A smaller version of the prototype takes the customization element even further, reimagining the store as a decorative arts studio. Furniture pieces upholstered in neutral muslin stand out against dark walls and stained concrete floors. This concept encourages customers to customize their furniture, which spotlights Bassett’s unique offering of custom furniture in short lead times.