HOUSTON — Who says the mall is dead? Certainly not SuperNova Furniture.
The Houston-based retailer’s new store is in the Humble, Texas, Deerbrook Mall, and ownership believes it can be a retail juggernaut.
The roughly 86,000-square-foot showroom is positioned for success in the mall, with three outside entrances and one interior storefront. Marty Abrahams, co-owner of the seven-store operation, told Furniture Today that, the way the mall is positioned, shoppers will have to come through the furniture store to get to the rest of the mall.
“We have 450 to 600 (groups of shoppers) come walking through this store. The typical store has maybe 40. Not only do we have walking traffic passing by the store, but we have walking traffic through the store. That’s why we took this place,” he said.
Abrahams said historic traffic shows that during certain periods, there could be as many as 800 shoppers passing through the store, meaning there are that many opportunities for SuperNova to do business, either at that moment or in the future.
“Even if I’m wrong about the 800, and we sell to 10% of them, that’s pretty good,” he said. “The people that walk through, if we make sure people are personable and honest and the store’s clean, when they do need furniture, they’ll come back.”
When the store soft-opened late in August, Abrahams said it did more business on its first day than the rest of the stores combined. “That’s pleasing. That’s one of the ways you get to sleep at night,” he said.
An animatronic dinosaur greets shoppers as they enter SuperNova Furniture from the Deerbrook Mall’s interior.
The store is also visible from Highway 59, one of Houston’s busiest thoroughfares, and its exterior has been retrofitted with lots of windows to encourage window shopping. There are also animatronic dinosaurs at the interior entrance, which Abrahams said will draw in plenty of kids (and dads).
Then again, the brand doesn’t need any introductions, particularly locally. Ana Abrahams, Marty’s wife, has been positioned as the public face of SuperNova and has appeared in commercials throughout the area for years.
“You’ve seen my wife, Ana. Gorgeous, great personality, Hispanic. We’ve spent many years catering to the Hispanic population for that reason,” Marty Abrahams said. “She’s known as Doña Ana to the Hispanic population. We own the Hispanic market. We started going off into the other markets, and they’re all doing very well for us.”
The newest store is a third in three years for SuperNova, and Abrahams said now is the time to continue looking for additional opportunities, even as many economic indicators might suggest otherwise.
“It’s a good time to grow and it’s necessary to counter the way the economy is,” he said. “If you grow, you have more locations and if you do it smart and have great people, it helps, as opposed to hinder. A lot of people are afraid to grow. We’re not.”
See also: Major home furnishings retailers setting sights on growing Texas metro
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September 07, 2022 at 01:34AM
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What makes SuperNova Furniture's newest store a traffic powerhouse? - Furniture Today
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