Haynes Furniture to pursue new generation of customers

Virginia Beach-based Haynes Furniture is making a big investment in a new esthetic aimed at attracting a new generation of customers.

The centerpiece of the plan is the “Other Side of Haynes,“ a new area in its stores with furnishings designed to appeal to consumers setting up their own living spaces for the first time.

As part of the change, the company is expanding its work force, renovating facilities, increasing inventory and beginning a new advertising campaign.

Haynes said its goal is to become a destination for younger customers as the housing market begins to rebound. The public will start noticing the changes in early September.
“For the past two years, we have been traveling to major cities across the United States to examine the trends emerging at the street level and in the spheres of culture, art and fashion,“ Stephanie Mallette, 32, the Haynes Furniture buyer and furniture designer helping to lead the project, said in a statement. “We have also searched globally, all to incorporate compelling design references into the Other Side of Haynes. The new generation of shopper is looking for something very different, for furnishings that convey uniqueness, authenticity and style at a great value … “

Haynes said it has dedicated more than $10 million to develop the Other Side of Haynes. The company also is making physical improvements throughout its operations to freshen and upgrade facilities.

It has increased its inventory by $10 million and is hiring more salespeople in all of its markets, with the goal of expanding its 350-person sales force by 30 percent. Overall, about 1,100 people are currently employed in various positions throughout the organization.

The company has retained a new advertising agency, Detroit-based Sussman Sikes. In coming weeks, it will launch an ad campaign whose theme of “Haynes then and now” is designed to remind consumers about Haynes’ role as the furniture source for generations of families.

Haynes operates five Haynes Furniture stores in Virginia Beach, Newport News, Richmond, Richmond’s West End and Kitty Hawk, N.C. The company also owns The Dump chain, which has 10 locations in six states. In 2011, Haynes said it had $262 million in sales, making it the largest furniture retailer in Virginia.