The Hickory Hollow Service Merchandise in Antioch, Tenn., underwent a radical renovation recently. The company decided to focus its attention on marketing to women by upping the "female-friendly" merchandise selections and revamping its look.
An in-house design team halved the sales floor from about 27,000 square feet to 18,000 square feet. Light earth tones, white walls and warm-toned fixturing and cashwraps lend a more residential feel to the store. The jewelry department was allotted 5000 square feet and is defined by a dropped ceiling. "The Gallery" showcase takes up a sixth of the space and is accentuated by columns and vitrines. Cherry wood cases with white leather trim are lightly merchandised to give the jewelry a more exclusive appearance.
Design: Service Merchandise Stores Inc., Brentwood, Tenn. -- Ken Allen, vp of store planning and presentation; Ken Hansen, associate vp of visual merchandising; Donnie Bridges, manager of store planning; Terry Mayo, associate vp of facility services and construction; Suzanne Fuller, visual communication manager; Dan Goski, fixture designer Hayden Architects, Nashville -- Greg Hayden, principal
Consultants: The Haggin Group, Nashville (signage)
Suppliers: Madix Store Fixtures Inc., Terrell, Texas; Capitol Inc., Libertyville, Ill.; MEG-Divison of Steelworks, Cambridge City, Ind.; and Excell Store Fixtures, Toronto (fixturing); Toli Intl., Commack, N.Y.; Armstrong World Industreis Inc., Lancaster, Pa.; Azrock Commercial Flooring/Domco, Florence, Ala.; and Mohawk Commercial Carpet, Kennesaw, Ga. (flooring); Advanced Graphics, Rochester Hills, Mich. (graphics); E. Sam Jones, Nashville (lighting)