The New Gabberts

Some may be put off by the mere inference that Gabberts, the grand dame of local furniture stores, is in a position that warrants a comeback. It is. Not because it fell off the radar—worse, the store had lost its edge. That’s all about to change February 16 when Gabberts debuts its remodeled store in Galleria. This is about much more than painting the walls, reupholstering some chairs, and rearranging the furniture. If we were talking about our own homes, it would be a teardown. But the heart and soul are still there—the traditions and values, the commitment to sophisticated living.

For those of us who grew up in the area, Gabberts may have been where your parents shopped—perhaps even your grandparents. As tastes, lifestyles, and shopping patterns changed the store became too big, too dark, and started to lose sight of what it was. So how do you make this a store that’s relevant for today’s customer?

I recently sat down with the team leading the new Gabberts—Mike Knight, interim CEO; Rebecca Miller, president and general manager; Linda Hofflander, director of marketing; and Michael Rabatin, Design Studio director—to hear what we can expect later this month. First, Gabberts won’t be the largest furniture show room in town. Or the broadest. Or the least expensive. There’s plenty of that to go around. “We can’t be something for everyone,” says Miller. “We are returning to what we are the best at—high end, luxury, service.” Prior to streamlining the store (from 90,000 square feet to 60,000) and its “viewpoint,” Gabberts catered to thirteen different lifestyles. Now there are three: traditional, contemporary, and casual, though there are variations (collector’s mix, lodge, tribal, et cetera) within each. The new merchandising is critical. “By the end of 2007, 80 percent will be unique, exclusive, can’t find anywhere else,” Miller says. Though some lines may be found elsewhere, how Gabberts buys within the line—including the upholstery chosen, and specific collections selected—will create the point of difference.

Part of the process of “dusting off the brand,” as Knight calls it, is quality, service, and turn-around times from vendors. “We had too many vendors,” he says. “We are pushing the design content and reclaiming the high end. We told key manufacturers, ‘This is where we are going.’ Can they be there with us?”

The aspect of the new store that all of the executives are most noticeably excited about is the Inspiration Center. “Customers want choice and customization,” says Miller. The new resource center will consolidate all of the available materials and finishes, and include interactive touchscreens, light boxes, and a Benjamin Moore paint lab, as well as spaces to consult with designers that include access to natural light.

Then there’s the Design Studio, once the company’s crown jewel. Gabberts has made a recommitment to returning the studio to its glory years. The new effort is being led by Rabatin, who makes his return to Minneapolis after serving as a VP with Ralph Lauren.

A return to the boutique concept. A more defined focus on merchandise. Luxury and service. Perhaps this is your father’s Cadillac—or better yet—your mother’s Gabberts, after all.