In what was described as the “deepening of the relationship” between the Ashley brand and Courts Jamaica, Unicomer (operators of Courts furniture stores), on August 9, 2016, opened the doors and welcomed customers to its new Ashley Furniture HomeStore in Liguanea, Kingston.
Unicomer’s relationship with Ashley Furniture Industries, parent company for the eponymous store, began six years ago when select Ashley-branded furniture pieces were featured among the catalogue of Courts’ offerings. Three years later, the owners of Courts Jamaica took a step further, opening 13 exclusive Ashley galleries with unique products.
“When we looked at the market we recognised there was a need for something different in terms of the landscape for furniture,” Unicomer’s Managing Director, Dennis Harris told BUZZZ Magazine in an interview, describing customers as becoming more “discerning”.
“This is just another step in the evolution of our relationship with Ashley,” Harris stated.
And, Charles Spang, President of International Sales and Operations – Ashley Furniture, agrees.
“Unicomer is expanding the breadth of their company offerings and products,” he states, while crediting the “sophisticated tastes of Jamaicans” to the growing availability of the Internet, which allows customers to explore different furniture designs beyond the shores of Jamaica, particularly in the United States. Spang also recognises that this is a great opportunity for the Ashley brand, and excitedly indicates that the US-based company, along with local partners Unicomer, are exploring the possibility of another location in Montego Bay.
The decision to situate the new Ashley Furniture HomeStore in Liguanea – the first of its kind in the English-speaking Caribbean, with another to be later added in Trinidad – is not to be taken lightly. As Spang explains, such a decision was strategic due to an easy-to-find location and great vehicular and pedestrian traffic.
What can customers expect when entering the Ashley HomeStore?
With a smorgasbord of furniture, fixtures and accessories for the home, the 11,200-square-foot showroom also boasts a plethora of styles, which is testament to the diverse clientele that Courts is known to appeal to.
At the grand opening of the furniture store, Unicomer indulged customers in detailed descriptions of the unique designs and arrangements of furniture, and how collectively they express different themes. Each floor setting not only spoke to the idiosyncratic needs of customers, but also to the various activities done within the home: sleep, play, eat and be entertained.
So, what are such themes?
URBANOLOGY is described as having a feel for “street art, industrial backdrops, Americana, marketplace environments”. As such, Unicomer notes: “This lifestyle concept is more about ‘pieces’ rather than groups. Indeed, the arrangement of furniture and fixtures is reminiscent of a New York loft apartment, particularly found between Soho and Upper East Side – where the furniture seems to be a random, raw and repurposed collection of wood and metal pieces, with an exposed red brick backdrop.”
Another floor plan featured at the Ashley HomeStore in Liguanea is VINTAGE CASUAL.
The concept can be a paradox, as it is considered to be fresh and, at the same time, timeless. “This lifestyle uses light neutral colours with tone-on-tone textures that are complemented with flea market-inspired accents and the use of reclaimed natural wood,” explains Unicomer, adding “it creates a relaxed atmosphere with a sense of sophistication.” This category differs from Urbanology in that it is less industrial, but more rustic and quaint; also, it avoids being as eclectic and incorporates mixing and matching of patterns. One can see family heirloom pieces being added to this space.
To continue reading, purchase Vol.8 #8, 2016 Issue.