Nellore, India

© 2022 Ashley Furniture Industries, LLC. All rights reserved.

Meet your Corporate Support Team

Vice President Vice President of Sr. Vice President

International Retail Sales International Marketing International Sales
& Operations rpaiva@ashleyfurniture.com fdacal@ashleyfurniture.com
bclark@ashleyfurniture.com

International Business Vice President of Sales Vice President Sales Africa

Development Manager Asia Pacific mmarais@ashleyfurniture.com
akotlarz@ashleyfurniture.com rlim@ashleyfurniture.com
INTRO:

Your Design Team

As a team, we are driven in the
pursuit of excellence.

FAÇADE CONSTRUCTION MERCHANDISE HOME ACCENTS

DESIGNER DESIGNER DESIGNER DIRECTOR

BEATRIZ OCHOA GARCIA MEGAN MORANDI SHEILA NEIVES LAUREANO BECKY SHAN
BOchoaGarcia@ashleyfurnitures.com MMorandi@ashleyhomestores.com SLaureano@ashleyhomestores.com BShan@ashleyfurniture.com

*Please note: in this presentation, all images are intended to give you a conceptual idea of what typical elements look like. They are not intended to represent the
finishes or the exact design that has been specified for your store. Please see your construction documents and finish schedule for store specifications.
INTRO

7.0 Store Design Overall Design Goal: Relevance

Competition Analyzed: To be more relevant as a brand we analyzed our competition and identified
opportunities to win. We want to expand to a younger audience, positively change consumer perception, and
increase consideration of our brand.

New Audience: We identified a new target consumer who is younger, female, and very social. She desires an
on-trend assortment of styles to personalize her space and share with friends.

Consumer Perception: We redesigned our stores to change overall consumer perception and meet her
expectations with the new 7.0 design

Unified: We unified our brand messaging in store and online to provide her a seamless experience with our
brand.

Exterior
Modern: We are emphasizing natural light and providing clean, modern materials to coordinate with the
interior.

Interior
Flexible: We are designing a more flexible layout to adapt to the latest changing trends she wants in her
home.

Inspirational: We are providing inspirational colors in on-trend furniture and accessories that stand out on a
neutral backdrop of finishes and minimal materials.

Purposeful: We are placing purposeful design elements to connect her to the latest on-trend accessories and
lifestyles.

Dynamic: We are adding dynamic digital signage displays to appeal and adapt to her preferences.
INTRO

Design Strategy Consistent Branding

Seamless transition between online and in-store shopping.

Showing our guests who Ashley is as a company.

Building connections and increasing brand loyalty.

• **60% of shoppers discover new brands and items through social media, resulting in 4 out of 10
users visiting physical stores related to these brands to do in-store shopping**

Immersive Experience
Displays providing visual inspiration with a touch and feel experience in store. Increase awareness of brand
and products through organic social shares.
• **70% of consumers stay longer in a store when these sensory components were in place**
• **72% of users made purchase decisions after seeing it on social media**

Navigation
A well-defined layout, organizing the space and providing clear style distinction for simplified shopping.

Interior design elements are laid out to guide the consumer through the spaces.
• **70% of millennials dislike noisy, cluttered and disorganized stores**
Façade Design
7.0 Façade
Strategy
• Modernize

• Elevate

• Mix materials

• Increase windows

• Increase prominence of signage

 FA Ç A D E NOTE: PLEASE KEEP REGISTER TRADEMARK SYMBOL OFF OF THE FABRICATED SIGN.

Required Signage
• Internally lit channel letter sign above
the main entrance
• 2 bronze plaques at or near the entrance
• Any secondary Ashley HomeStore signs
do not need to be internally lit.
• NOTE: All sign specification sheets, and
vector graphic files will be provided once
façade design is approved

Sign Notes: Attention Sign

Fabricator
• The House Logo uses a custom orange
(3M Ashley Orange #3630-3375).
• The correct vinyl color can be only
purchased through any of the
following vendors:
• Thomas Sign & Awning – Contact:
Dominic Nelson,
dominic.nelson@thomassign.com, Box sign option for
727.479.9834 smaller signs
• Kieffer Signs – Contact: Troy Funk,
tfunk@keiffersigns.com,
847.415.5717
• Jones Sign Company – Contact:
Michael Bjorklund,
mbjorklund@jonessign.com,
920.425.9829
• If you cannot purchase 3M vinyl,
Ashley Homestore
please follow Ashley color code for
signage specifications and send sign Bronze Plaque x2
drawings for approval.
FA Ç A D E

Additional Signage
Options
• Helps to promote product type in
store
• Signs are internally lit channel
letter signs
 FA Ç A D E ACM: ALPOLIC JAMES HARDIE PAINT
SIGN WALL MATERIALS
•Exterior grade composite material is preferred
for façade sign wall for durability and weather
resistance.
•Material alternatives available
COLOR : BSM SLATE BLACK FIBER CEMENT BOARD: JAMES SW 7069 IRON ORE
•NOTE: FINISH: MATTE HARDIE, EXTERIOR PANELS, RGB: 67, 67, 65
PAINTED: SHERWIN WILLIAMS,
•Wood grain should run horizontally https://www.alpolic-
SW 7069 IRON ORE
americas.com/products/matte/
•Joint lines should reflect the same design https://www.jameshardie.com/prod
proportions as the image provided on the ucts/hardie-architectural-collection
façade plan

Finish Notes: Attention Licensee

•Please communicate with your façade
designer on material availability in your local
market.
•If you cannot find any of these products we
pre-approved and need to find substitutions
from your local vendor, please send your
façade designer photos/brochure/website link
for review.
•Fail to confirm all materials and signages with
your designer before construction/fabrication
may result in deviation from agreed design
and brand compliance and may require costly
change afterwards.
•Paint specified in SHERWIN WILLIAMS,
international paint brand available:
• ICI DULUX
• ICI Australia
• ACE
• ALLIGATOR
• JUTON
• MARSHALL
Existing Conditions
 WE ASSUME THE LICENSEE AND HIS ARCHITECT , ALREADY HAVE A DESIGN PROPOSAL FOR THIS AREA
FA Ç A D E

Façade Proposal – Sent by Licensee

Previous Stores like Ahmedabad,

and Tirupati India, were approved
to have this finishes.
FA Ç A D E Are there any renderings or finishes proposed for this area?

Existing Exterior – Main View

FA Ç A D E

ASHLEY FURNITURE HOMESTORE

Existing Exterior & Signs

FA Ç A D E

Existing Exterior & Signs

https://www.google.com/maps/@14.408574,79.9632673,3a,75y,44.93h,92.79t/data=!3m6!1e1!3m4!1sNfPCeVUtgE0n31ITS5Ohjw!2e0!7i13312!8i6656?hl=en&entry=ttu
Proposed Design
Proposed Design
Comments
Construction Floor Plans
FLOOR PLAN

Measurements
Total: 500 SM
• Showroom: 442 SM
• Sleep Shop: 37 SM
• Non-Showroom: 21 SM

SHOWROOM

SLEEP SHOP

NON-SHOWROOM
FLOOR PLAN

Elements

SERVICE DESK

ACTIVATION FEATURE
WALL

ACCESSORY SHELF
FLOOR PLAN

Flooring
• Entrance:
• Concrete look ceramic tile

TYPE: LVT TYPE: CERAMIC TILE

• Showroom: LOCATION: BEDDING LOCATION: SHOWROOM
• Concrete look ceramic tile

• Sleep Shop:
• Luxury Vinyl Tile Planks
Paint Palette
Strategy
• A neutral palette allows the furnishings
to shine and for showroom flexibility

SW7757 SW7069 SW6784

HIGH REFLECTIVE WHITE IRON ORE BRAVO BLUE

OVERALL SHOWROOM ACCENT FEATURE WALLS & SLEEP SHOP BRAND WALL
SLEEP SHOP
Activation and Feature Wall
Strategy
• Create a focal point in prime sightlines
• Host digital signage which will engage and
inform the guest on the journey to purchase
• Create vertical merchandising opportunity for
accessories that enhance adjacent furniture
displays

Elements
• 70” TV, vertically mounted with looping digital
assets; or printed POP
• Accessory shelving
• Curated Merchandise

Activation Wall
Integrated Shelving Displays
Strategy
• Create visual interest and engage the guest
with dynamic architectural features
• Create vertical merchandising opportunity
while allowing for visibility further into the
showroom
• Enhance the adjacent furniture displays with
accessories
• Entices the guest to make a same day
purchase

Accessory Shelf
Product Display Fixture
Strategy
• Create focal point and visual interest for the guest
• Increase product density with vertical merchandising to
display all finish options and POP within the Bedroom
Create Program

Elements
• 4 (1x1) fixtures placed side-by-side on left side of
showroom
• Construction designer will provide PO to order

Product Display Fixture 4 (1X1)

Service Desk
Location
• Centrally located within the showroom
• Focal point upon entry

Strategy
• Create a gathering space and sense of community
• Primary point of interaction for guests and RSA’s

Elements
• Small footprint
• Minimalistic design
• Flexibility
• Digital signage telling the Ashley story

Service Desk
Service Desk

Strategy
• Back counter cabinets can be configured to fit your
operational needs

Elements
• Filing cabinet
• Storage cabinet
• Filing/storage cabinet
• Slide out printer cabinet
• Mini refrigerator

Service Desk
Desks and Kiosks

Concierge Interactive Catalog

Kiosk
Location
• Showroom entrance Location
• Throughout showroom,
Strategy
or may vary based on
• Provide interaction product location
points for RSA’s to greet
and serve guests Strategy

• Ashley SKU: 100-34 • Endless aisle of product

on a 42” mobile kiosk
Point of Sales • Preferred technology
Station (POS) vendor to provide
content
Location
• Throughout the
showroom

Strategy
• RSA’s to use for guest
product selection and/or
final check-out Concierge/POS Fixture Interactive Catalog Kiosk
• Ashley SKU: 100-34
Recommended Showroom Lighting

Strategy
• Overhead throughout with track in focus areas.
Overhead
• Overheads = bright inviting light spread evenly
• Track = highlights at key areas and create interest
• Recessed lighting in low ceilings

Light Quality & Levels

• CRI (color rendering index): To optimize true colors of
furniture the CRI of all lights should be at least 80 or higher. Track

• Footcandle Light Level 60-75 F.C. (605-807 lux) Overall

• Color Temperature: Should be neutral white (not too yellow

or too blue).
• 3000K For Track (Slightly warmer for highlighting)
• 3500K Showroom/Desk/Bedding Overheads Overhead desk/
Bedding fixture
• 3000K-3500K Recessed or Overheads in low ceilings

Showroom Lighting

Recessed
Sleep Shop Design
FLOOR PLAN

Sleep Shop
Elements
Total Area: 37 SM
Mattresses: 4

HEADBOARD FIXTURE

PILLOW WALL FIXTURE

Sleep Shop
Location
• Back of showroom

Elements
• Ashley Sleep wall
• Digital Signage
• Highlights the brand to promote
product assortment

Built Headboards
Location
• Throughout Sleep Shop, one required per bed with
double sided options available.

Strategy
• Creates an elevated look and unifies the bedding area.

Pillow Display
Location
• One panel required to accommodate 6 pillows

Strategy
• Displays pillow solutions for each type of sleeper.
Walk-Through Link

INSERT WALK-THROUGH LINK

Merchandising Techniques
7.0 + Programs Strategic Direction

Right Side / Left Side Programs Category Merchandising

Right Side/Left Side

merchandising allows the store Programs were created to
to continue to inspire the highlight compelling selling The following categories will
customer by pulling together stories within select categories be kept together on floors to
similar looks within stores, to improve the customer ease the customer shopping
without the need for customer buying process experience and improve the
facing Lifestyles communication sales process

Right Side = Modern Looks LEFT: Create - Bedroom

Millennium Motion/Recliners
Urban RIGHT: Create - Feather Seating Promotional Stationary
American Contemporary Bedding Gallery
In MOTION: Power Gallery Simpl
Left Side = Traditional Looks
Traditional
American Classics
Industrial Rustic
7.0 + Programs Strategic Direction Mattress Sleep
Shop

Promo Stationary
Simpl Gallery Power Story
Entry Experience Right side (Contemporary Looks)
Program-
Motion

Category Left side (Traditional Looks)

Motion American Contemporary

Program Sleep Shop Industrial Rustic

Manual
P1/P2/P3
Transformers
Leather Urban

American Classic
Bedroom
Create
Program
Stationary
Millennium- Create
Contemporary Program-
Feather
Entry
Experience
Traditional
 Entry Experience
• Entry Experience: Located immediately upon entering the store. The Entry experience will be updated
twice annually and focus on a national macro trend.

Front Entry

**For additional details, please see the SOPs for each of these trend style strategies: https://www.gohomestores.com/en/merchandising/showroomdesign/entryexperience
Looks
Millennium
• Warm and minimalistic for a neutral and elevated aesthetic.
• Simple, clean and modern profiles.
• Product in this area has an enlarged slot size (5-10sq m larger than average) for improved
presentation of larger scale, high-end product.

Millennium-
Contemporary

Décor:

Neutral palette

Deep and dark tones for warmth

and contrast

Statement pieces instead of

stacks of multiple items.

Mix of textures
Urban
• City loft aesthetic with a bohemian and global influence.
• Mid-Century Modern profiles.
• Warm brown leather and black metal furniture accents.
Urban

Décor:

Rich and warm color palette

Canyon tone accents

Mixture of industrial and

bohemian textiles

Mixed matte metals

Macramé and global patterns

American Contemporary
• Modern, clean line products.
• Widest range of wood tones – chestnut to white. American
Contemporary

• Deep seating and comfort first styles.

Décor:

Mixed metals, silver and gold

Colorful teal accents

Colored glass

Geometric and abstract accents

Traditional
• Warm wood tones with carved details.
• Distressed, light finishes.
• Turned legs and bun feet.
• Nail-head and rolled arm upholstery.

Traditional

Décor:

Soft blues, creams and grays with lighter products

Rich burgundies, deep green, and navy for the

deeper toned products

Quilted/diamond patterns

Landscape and florals in wall art

Scrolled metals in wall décor

Bubbled glass and aged ceramics

American Classic
• Wood tones ranging from rich cherry through warm texture whites.
• Rolled sleigh and louvered headboards.
• Casual upholstery with loose cushions.

American
Classic

Décor:

Layered, lived-in look

Rough ceramics and Jute

Bubbled glass and rustic metals

Light blue and greens as seen in

nature.
Industrial Rustic
• Weathered, industrial hardware and worn leathers.
Industrial Rustic
• Heavy, galvanized metals and hefty, weathered woods.
• Deep browns, blacks and cream base tones in upholstery.

Décor:

Woven and organic textiles

Heavy jute and striped ticking

Natural patterns and animal hides

Worn-with-time elements.

Moss green accents

Rusticated tin and heavy metals

Heavy succulents
Categories
 Promotional Upholstery Promo
Stationary
• Located in the back right side of store. These are grouped together to highlight value and offer wide selection options
in one customer convenient space.
• By risering promotional stationary along the perimeter, it will increase product density and allow for color wheel
opportunities for the groups. Additionally, floating stationary groups in front of the risered promotional upholstery
and racked promotional beds as space allows will increase product SKU’s on the floor.

*Determine final location in store based on assortment and best layout possibilities for each category
 Motion & Entertainment
• Located centrally within the store and acts as a bridge between the left and right style sides keeping the Motion
manual, p1, p2, p3s together.
• Entertainment groups should be intermixed to support the functional adjacencies of the two categories. Manual
P1/P2/P3
Transformers
• Leather and transformers will be at the beginning of the centralized motion area and transitioning back into P1, Leather
P2, P3 and end with manual toward the back of the category.

*Determine final location in store based on assortment and best layout possibilities for each category
 Simpl
Simpl Gallery

• Located in the back left of the showroom

• Simple Gallery is a category for International Ashley Stores that highlights Ready-to-Assemble (RTA) furniture.
The furniture includes both youth and adult, divided into small space apartments which include bedroom,
stationery and dining groups.

*Determine final location in store based on assortment and best layout possibilities for each category
Programs
 Stationary Create Program - Feather
• Ideally located toward the front right side of the store within the millennium look.
• Program will highlight the modular configurations of coordinating products, high quality of product construction and color/fabric
availability.

Stationary
Create
Program-
Feather
Bedroom Create Program – Porter & Friends

• Located toward the front left side of the store.

• This program focuses on the wide range of product options available with the Porter/Lettner/Flynnter/Robinsdale
series. The intent is to provide a customizable impression for the customer and an improved selling strategy for RSAs.
This will also increase product density with vertical merchandising to display all finish options and POP within the
Bedroom Create Program.

Bedroom
• Create
Program

Product Display Fixture 2(1x3)

Power Program – Recliner Gallery
Power
Story
Program-
Motion

• Ideally located toward the back center of the store.

• This program focuses on highlighting the wide variety of product features and benefits or our powered
recliners/reclining sofas with the intent to provide an improved selling strategy for RSAs.
Signage

Feather Create Bedroom Create Power Motion

Merchandise Fixtures
• Fixtures are utilized to increase product density and maximize showroom space
• Fixture plan and POs will be provided by the merchandise designer

Headboard/Footboard Risers Sofa Risers

 Mattress Sleep
Nellore, India Ashley Store Shop

Bubble Plan

Bedroom Create
Program
Trend Traditional

Category

Program- Feather
Stationary Create
Program
Millennium- Contemporary

Right side (Contemporary Looks)

Left side (Traditional Looks)

Front Entry

Sleep Shop
Merchandise List
• The ML is used to calculate and confirm
the product assortment selection for
your showroom. Instructions will be
provided.
• Associations are provided for each
selection.
• Please ensure the numbers in both
yellow shaded cells match before you
send final ML.
 Merchandise List
• Select product by placing an “X” in the
green column next to the desired group
• Recommended configurations and
colorwheel groups are indicated under
the columns titled Series Furniture
• Any configuration and/or colorwheel
changes may be made in the yellow
Configuration Comments/Adjustments
column
• Any changes to the occasional table
associations may be made in the yellow
Table Configuration/Adjustments
column
• Any changes to the lamp, rug and/or
top of bed associations may be made in
the yellow Comments column located
to the right of the noted associations

*For more information regarding the national and

foundation assortments, please see
https://www.gohomestores.com/merchandising/cor
eassortment/productassortment
Final Order List
• The order list will include every
furniture and home accent piece on the
plan
• The order list can be sorted by model,
division, or by location (“zone”). To sort
the list, you can use the “filter” feature
at the top of the page and choose from
the pull-down menu. Be sure to check
your filters so that you order all
products on the list.
• Current lead times require orders to
ideally be placed at a minimum of 6
weeks prior to your soft open date.
 Thank you!

© 2022 Ashley Furniture Industries, LLC. All rights reserved.