22 INSIGHT
At The Helm’s captivating new concept In a bold move towards taking its shop-in-shop retail experience to the next level, At The Helm has unveiled a new branded space entitled Living At The Helm, within esteemed retailer, Rodgers of York …
Rodgers of York’s impressive modern store
“We believe it will offer customers a truly immersive and more personal way to engage with our products
With Signature Heritage and Modern Explorer models on display, this strategic partnership between At The Helm and Rodgers of York marks a significant milestone for both brands, promising an enhanced shopping journey for customers seeking premium furniture. Rodgers’ showroom is a trove of furniture ideas, encompassing every key interior furnishing category, from sofas and chairs to beds and bedroom furniture, dining sets, flooring options, soft furnishings and lighting solutions. The retailer’s dedicated team is readily available to introduce customers to the extensive range of products within the 70,000ft2 showroom, offering expert guidance on product selection, colour palettes and design concepts, empowering customers to craft the perfect living space they envision. Rodgers also works hard to provide the finest products at the most competitive prices in the region. In simple terms, the business stands firm in its commitment to offering “an incredible range of products at unbeatable prices”. Fruitful collaboration The introduction of the Living At The Helm branded space within Rodgers is designed to elevate the customer journey, offering shoppers an opportunity to engage with At The Helm furniture pieces within the familiar and trusted environment of the store. At The Helm’s commercial director, Michael Sheedy, who has built a longstanding relationship with Rodgers, says: “Our new in-store branded space represents the next step in our ongoing journey towards redefining the retail landscape. We believe it will offer customers a truly immersive and more personal way to engage with our products. “We couldn’t be more excited that William [Browne, MD] and James [Browne, director], along with their highly skilled team, have chosen to partner with us on this venture. Their expertise and vision align
perfectly with our goal to create a one-of-a-kind retail experience that leaves a lasting impression on every visitor.” Brand and store in harmony Situated prominently in the store, the shop-in-shop brand experience showcases a thoughtfully crafted environment that encapsulates the essence of At The Helm. The design prioritises visual harmony, from the reclaimed barnwood flooring with its deep, varied grain, to the distinctive At The Helm teal accent wall showcasing the brand’s iconic illuminated logo. The display serves as a captivating focal point, featuring a range of sofas that exemplify the brand’s signature blend of comfort, style and sophistication, as well as ensuring a seamless transition between the Signature Heritage and Modern Explorer models. This provides customers with the chance to explore carefully curated furniture, offering them a firsthand experience of “the unmatched craftsmanship and attention to detail that defines At The Helm’s collections”, states Michael.