Slifer Designs

Everyone knows the importance of change in retail, but Edwards, CO-based Slifer Designs takes this mantra very, very seriously. This Vail-area furniture and decorative accessories retailer completely changes at least half of its vignettes on a weekly basis — moving sofas, dining room suites, lighting, artwork and tabletop accessories to and from its warehouse to create the most exciting new displays and settings possible.

Called “Transfer Day,” this all-day event takes place each and every Wednesday in the 4,500-square-foot store, and involves the showroom sales staff, the buying team, the manager of retail operations and the warehouse crew.

“I call it retail theater,” said Carol Johnson, director of marketing for the store, who explained that this constant revamping of the store does the double-duty of creating a sense of urgency (buy it now before it's gone!) and bringing customers back week after week to see what's new.

“It's like Christmas when you come back a week later,” said Johnson. “… It's very ambitious and very aggressive … and I think it sets us apart from our competition.”

Furniture vendors like Hickory Chair, Henredon, Emerson et Cie and Lee Industries complement accessories from the likes of Michael Aram, NDI, Natural Light, Beaume and Jamie Young, many of which are exclusive to the store in Vail. Local artisans are also featured so that clients can incorporate a local flavor into their resort home. Many of the vignettes are displayed in what Johnson calls “Modern Mountain,” an eclectic mix of modern and rustic styles. The Red Room, a small room in the back of the showroom, offers year-round discounts.

This “retail theater” seems to be working; sales have grown in the last three years by double digits, and 2007 sales were up 25 percent to $3.25 million.

“We attribute the increase to our philosophy of offering beautiful and unique products, changing vignettes weekly and superior customer service,” said Johnson.

As a result of this success, Slifer Designs is opening a second store in Basalt, CO, just outside of Aspen, later this year.