Need that sofa, recliner, table, and lamp in a hurry? Rooms To Go -- with more than 150 stores in 10 southern states and Puerto Rico -- has transformed itself into one of the top-selling furniture retailers in the US by taking the package approach to retailing. Rooms To Go (RTG) markets its limited selection of furniture to brand-conscious, time-pressed customers. It packages low- to moderately-priced furniture and accessories and offers discounts for those willing to buy a roomful. The chain also operates the Rooms to Go Kids chain that sells furniture for kids and teens from more than 45 stores. CEO and owner Jeffrey Seaman and his father, Morty, founded RTG in 1990 after selling Seaman Furniture Company.
Rooms To Go has stores in Alabama, Florida, Georgia, Louisiana, Mississippi, the Carolinas, Tennessee, Texas, Virginia, and Puerto Rico.
Sales and Marketing
RTG is well into a successful partnership (formed in 2005) with supermodel Cindy Crawford that has resulted in the Cindy Crawford Home furniture line. To spur sales the company launched its "Buy The Room. Get The TV!" promotion, which pairs an HDTV with select living room and bedroom packages.
With more than 40% of its stores located in Florida, RTG is heavily exposed to the devastated housing market there. After years of rapid expansion, the Tampa, Florida-based chain -- along with the rest of the nation's furniture sellers -- is in survival mode as it weathers the housing downturn and slow recovery. To ride out the slump, the company turned to the more promising Texas market for expansion. (The furniture seller entered the Houston area in 2008 and has since added stores in Austin, Corpus Christi, Dallas, Lubbock, McAllen, Midland, and San Antonio.) CEO Seaman is guardedly optimistic about the long-term outlook for the furniture market in Florida and beyond.
To satisfy shoppers who want a roomful of furniture fast, RTG recently opened a huge distribution facility near Katy, Texas that provides next-day delivery service to customers in Texas, Louisiana, and other Gulf Coast states. – less