FASHIONABLE FUNCTIONAL
It’s not often you find furniture with innovative designs that is affordable. But at EQ3, which opened recently at Town Square Las Vegas, that is the rule rather than the exception.
The Canadian lifestyle and home furnishings retailer debuted its first corporate-owned location in North America to showcase its modern décor.
“Our success is based on high design. We offer designer furniture at a very affordable price point,” said Jim Hunt, vice president in charge of retail operations.
The 10,000-square-foot store is filled with furniture for nearly every room in the home. There is a wide range of upholstery and 15 bedroom groups along with numerous dining options, storage units, occasional accents, lighting, rugs and accessories.
“You really do need to walk through the store both ways,” said Dana Lionel, assistant to the manager, of the location’s racetrack layout. “You see different things each time.”
One of the tenets of EQ3’s operation is providing enough options to let a customer select the exact piece he or she wants. Upholstered pieces offer a choice of more than 100 fabrics and leathers, as well as various leg styles and finishes.
“You go to some retailers and they say ‘Look, what a fantastic price. We have this sofa for $499 and you can pick from these three fabrics.’ We have 100-plus fabrics and leathers and you can choose your leg style,” Hunt said.
Case goods also offer a variety of choices, including exterior and interior finishes, as well as the option to add or subtract modular sections as needed.
If that were not enough to entice consumers, Hunt said EQ3’s turnaround time is significantly less than traditional custom orders. As a rule, the company can customize an upholstery piece and have it ready to deliver within four to six weeks. Pieces are manufactured at the company’s headquarters in Winnipeg, Manitoba.
To help customers make their selections, a design lounge has been created in the center of the store.
EQ3 was founded in Canada in 2001 by Peter Tielmann, who has spent years working in the furniture industry in Europe and North America. His concept drew its original roots from European design and has since evolved and taken on its own design position, melding the European influence with North American lifestyles.
“EQ3 understands today’s consumers; whether just starting out or reshaping their lives, consumers are influenced by global trends including fashion, music and the arts. What has been missing in many ways and what EQ3 offers is the ability to capture those sensibilities with our collections and provide modern home furnishings at affordable prices. EQ3 is enthusiastic about opening a company showroom in Las Vegas and is committed to designing modern décor that fits with the dynamic lifestyles the people of this city maintain,” Tielmann said.
To create that global look, Hunt said the production team recruits designers from throughout the world who share their unique perspectives.
“I find that we pride ourselves on not copying trends. We’re very selective about our designs and that they are truly EQ3 designs and not just different versions of other people’s designs,” he added.
According to Hunt, the company’s retail divisions and visual artists have challenged the designers to come up with furnishings that are as functional as they are good looking and that can be sold at an affordable price.
“It’s not just about drawing really cool designs with really cool functions,” he said.
Cabinets and shelving units offer various configurations and storage inserts, and benches and tables have hidden storage areas, as can the Dune and Bossa beds, which offer an under-mattress storage option.
Other examples of the furnishings’ functionality are the Bossa bedroom group that offers extensions for the headboard and the Ginger bedroom group that features headboard inserts that can move around the perimeter of the platform.
“So, if you’re typing on your laptop and your hubby is sleeping, you can move the headboard so you don’t disturb him. It’s a very usable design,” Hunt said.
The majority of the store’s upholstery and case goods are scaled for condominiums, lofts and apartments. Hunt said there is no oversized furniture on their floors.
And, because it is often used in open spaces, the furniture is finished on all sides enabling pieces to be used as dividers or float in a room.
Nevada has been a good market for the manufacturer’s designs and Hunt believes the unique nature of Town Square is ideal for EQ3.
“I knew we had a winning formula for Nevada, then we were presented with truly the most beautiful retail concept that I have ever seen — and I’ve certainly traveled from corner to corner of North America,” he said.
Hunt said he thinks the store’s proximity to other furniture retailers will be beneficial, and help attract consumers who are in the market to furnish their homes.
The Las Vegas location is more than just a furniture store. Because the company also wholesales its goods to retailers in more than 250 galleries nationwide, the store will double as a showroom for vendors. At times, especially during the biannual home-furnishings trade show in downtown Las Vegas, there will be pieces displayed that are not yet available to the public.
The store is located at 6605 Las Vegas Blvd. South. For more information, call 436-9994 or visit www.eq3.com.
