Theodore Alexander planning a move

Theodore Alexander, a whole home source currently located on Russell Avenue in High Point, has purchased a building on North Hamilton

HIGH POINT — The Hamilton-Wrenn design district is getting a new permanent resident.

Theodore Alexander, a whole home source currently located on Russell Avenue in High Point, has purchased a building on North Hamilton Street and plans to open the new showroom for April market. The four-story showroom previously housed Homey Design and is located at 425 N. Hamilton.

Ed Teplitz, president of Theodore Alexander, said the timing was right for the move.

“It has been Theodore Alexander’s goal to own our High Point showroom, which will allow us to renovate and design it to match the brand’s high standards,” said Teplitz. “As our lease at Russell Avenue nears its end, we were able to purchase a location that works for the brand in location and size. With fall market behind us, we are shifting focus to completing its renovation so that it is ready for its big debut in April during the next High Point Market.”

During the recent High Point Market, Theodore Alexander debuted five new case goods collections along with new upholstery, lighting, rugs and accessories. The whole-home offering included a variety of price points, as well as traditional and contemporary styles.

The company also continued its product category expansion with the debut of Floored, the brand’s own line of rugs. The introduction started with 52 styles in multiple colorways, offering quick ship sizes and made-to-order custom sizing, and officials noted that the Floored collection debut reinforced Theodore Alexander’s dedication to becoming a whole home supplier. Teplitz said that the new showroom supports the company’s long-term goals.

“A lot has changed with Theodore Alexander over the past couple of years,” he said. “This new location supports our long-term growth strategy as we predict it will increase our traffic during the market, and we can start from scratch with the exterior and interior design of the building, ensuring it meets our brand standards. The new showroom will be the ultimate showcase of Theodore Alexander’s whole-home offering, pairing our renowned case goods with Theodore Alexander’s line of upholstery, artwork, lighting, accessories, and area rugs.

“The new showroom at 425 N. Hamilton St. is a much better location for walk-in traffic; it is a central location where designers shop,” Teplitz said. “We are surrounded by other high-end furniture brands, which will attract new customers. It is also an easier location for our current customers to visit, as our previous showroom was a destination, albeit well-known.”