Raleigh, NC March 24, 2011— “Out with the old and in with the new!”, that’s how Deshon Hodge, CEO of Chloe’s Furniture describes the opening of the four new Chloe’s Furniture stores in Raleigh, Clayton, Fayetteville and Goldsboro. The new stores, ranging from 35,000 to 50,000 square feet each, are a fresh start for Hodge who formerly ran the Ashley stores at those locations. “We needed a fresh start, with name brand furniture and an approach that better suits this market”, says Hodge. It looks like local residents will get a chance to see that new approach when the stores open on March 24th. Chloe’s Furniture expects to employ more than 80 people full and part time, mostly local residents. At a time when every area is concerned with creating and keeping jobs, the opening of new stores by Chloe’s Furniture is a welcome sight.
So, what makes Chloe’s Furniture different? Well, for one, the focus is on brand name furniture. At a time when many furniture stores are cutting costs by making and stocking their own house brands, Chloe’s furniture has elected to sell names like American Drew, Klaussner, Simmons, AICO and Leather Italia, as well as celebrity designer lines from Kathy Ireland and extreme home makeover star Ty Pennington. “House brands make it difficult for customers to compare prices because you never know what you’re getting, it’s hard to compare apples to apples” says Hodge. “Plus, most folks would prefer to have a name manufacturer, that has been in business in some cases for over 50 years, stand behind the pieces that they are adding to their home, in addition to the store”, he continues.
The initial grand opening sale runs from March 24th through April 11th but, Hodge hints that it will probably be held over based on early indications from area consumers. “Let’s just say, we’ve had a lot of interest from those that we’ve let peek behind the curtain, when they’ve seen the quality and the prices, all of the comments we’ve gotten have been very encouraging.”
Chloe’s Furniture is operated by Frede Enterprises, which is owned by Fred Hudson, CEO of Hudson’s Furniture and Deshon Hodge. Hudson’s Furniture operates 12 furniture stores in Florida and is listed in Furniture Today as one of the Top 100 Furniture Dealers in America. Hodge has been in the furniture business for over 25 years. He started as a boy in Tennessee working in his father’s furniture store and later became a manufacturers’ representative for national furniture companies. Most recently, Hudson and Hodge operated five Ashley Furniture HomeStore locations in North Carolina. In late 2010 the pair decided to transition those stores to Chloe’s Furniture “to provide customers with better quality, selection, service and overall value” according to Hudson.