Jordan's makes furniture shopping a fun event

Reading, Mass.— Jordan's newest store here features all the excitement consumers have come to know and expect from this top 100 retailer — an Imax theater, trapeze school, a Bose store, Richardson's Ice Cream and a Bean Town, which features an entire façade made of jelly beans. The store is more than just a furniture store, with many families making an entire day's outing from the experience, and school groups heading to the Imax on field trips.

With such a family focus, it makes sense that Jordan's would have an impressive youth department, and the fun and themes carry over into the 5,000-square-foot area that features vignettes with furniture from Young America, A.P. Inds., Lea, Oak Designs, Vermont Tubbs, Legacy Classic, Broyhill, Palliser, Barn Door, Vaughan and University Loft.

The store is set up with a hallway that winds through different areas, giving it a mall or Main Street feel. Ticklers featuring basketballs and soccer balls hang from the ceiling outside the youth department to catch customers' attention and lure them in.

As customers work their way through the youth department, they find that a wide array of manufacturers means a wide variety of looks and price points. Jordan's focuses on selection, price points and quality, said sales manager Kevin Perry. "If they can't find it here, they can't find it anywhere," he said.

The youth department uses murals to create mood, and a wall with a safari theme helps set off a room that features lofts and bunks from Barn Door, which Perry said not only sells well for youth bedrooms, but for customers shopping for ski lodges as well.

All of the top-of-bed is from Pine Cone Hill, which has its own store-within-a-store at Jordan's and creates enough unique looks to fit the many different themes. Natural add-ons like Foof chairs also complete the mix.

Perry said that Jordan's is always thinking about the needs of the customer, and keeps in mind that for many people shopping for youth furniture, it's a new experience.

"We never oversell the customer — we explain what they're getting in each category," said Perry. "Customers appreciate that."

The Jordan's store here also features 1,500 square feet dedicated to nursery furniture, with a separate entrance from the main hallway. The infant side features cribs and case goods from Young America, A.P. Inds. and My Room, along with accessories from Green Frog Art, mattresses from Simmons and Sealy and Pine Cone Hills layette.

Each department at Jordan's has its own music to set the tone, and the infant department is no exception, playing soothing lullabies. White track lights also help give the area a soft feel.

"We go after all the senses," said Perry. "It sets the tone, puts them in the right psychological state."

While the store doesn't offer assembly for their cribs, it does offer most items in stock from their 800,000-square-foot distribution center in Taunton, including cribs — a big plus for parents who have waited till the last minute to order nursery furniture.

Jordan's has mostly relied on word of mouth to promote the nursery area so far, and with so many parents walking through, it hasn't taken long.

Even first thing on a weekday morning, there were several mothers-to-be shopping the nursery area. But on weekends, said Perry, "It's wall-to-wall people. It's an event to come to Jordan's."

The Jordan's store in Reading features a separate 1,500-square-foot nursery area.

A safari-themed mural helps set the background for pieces from Barn Door.

The infant area in Jordan's features nursery-rhyme-themed murals, soft lighting and lullaby music.

This vignette features furniture from Lea and a tweener attitude.

This feminine vignette uses shades of pink and purple for true girl appeal.