Furniture and deco: the symbiosis

A new furniture and decoration store Alinéa opened its doors near Troyes (Be Green commercial park) on March 12, 2014 .

Smaller than the other 25 Alinéa French shops (6000 m2 versus 8000 on average), this "test shop" is built on the ground floor. Finish the concept of the furniture on the floor and the decoration on the ground floor.

"We have completely decompartmentalized the space , explains Perrine Giry, communication manager at Alinéa. The furniture and decoration take place on both sides of the aisles. The decorative accessories highlighted in the furniture atmosphere are immediately available at the associated department. "

The end of the imposed course

" The model of the route imposed in home furnishing stores seems outdated ," says Philippe Detavernier, CEO of Alinéa. Consumers have less time and feel like a labyrinth that is not suited to their needs . "

Good news : no more crossing the store along, across and across to buy a plate and a lamppost!

Alinéa also renews its visual identity . New logo, buying guide for customers and digital signage ... The brand relies on its new store in Troyes to surprise its customers and seduce a new one .

At the end of this test phase which will last one year, it is possible that this new concept wins the rest of Alinéa stores in France.