The East Coast-based specialty chain Avalon Carpet Tile and Flooring has become the first retailer to incorporate an in-store “Lifestyle Boutique” created by Anderson Hardwood Floors. The 24’ x 24’ display is designed to make shopping for hardwood less “overwhelming.” Included are four vignettes that Avalon describes as a “showroom within its main showroom.” One of the more eye-catching areas, for example, features a chandelier sprouting from other elements that make it appear that the room has been turned upside-down.

John Millar, president of the 13-store chain said the decision to add the display in the company’s Cherry Hill, N.J. store was in keeping with the retailer’s efforts to enhance the shopping experience. “We are proud to be the first retailer in the country to display the Anderson Hardwood Floors Lifestyle Boutique,” he said. “We expect it to be a tremendous hit. We’re always looking for ways to make the shopping experience more enjoyable for our valued customers.”

The Anderson Hardwood Floors Lifestyle Boutique, which was debuted at Surfaces, was developed in response to research indicating that women often feel overwhelmed by the range of hardwood flooring choices available. The goal of the display is to simplify the consumer’s shopping experience. The products are arranged by lifestyle rather than by series and construction. As such the four vignettes are described as “Casual Comfort,” “Urban Living,” “New Traditions” and “World Traveler.” Each lifestyle includes approximately 30 products. Large-format samples (20” by 30”) are featured on four units attached to the walls outside of the Lifestyle Boutique.

Anderson president Don Finkell noted that the hardwood maker is looking to add the display to at least 99 more stores. To qualify, a retailer needs to have “a dominant position in their market and sell a high-end shopping experience.” He noted that Avalon was selected because it is “a proven company that has been leading the industry in design and merchandising for years. We think the Lifestyle Boutique will do very well there.”