Storehouse

Stocked with style and "synergy," this Atlanta-based retailer has become a nationwide leader in furniture trends.

by Kate Yandoh

October 1, 2005

I f you're on an airplane to Paris, Thailand or New Delhi and hear ripping sounds, don't worry; you're probably flying with Caroline Hipple, president of Storehouse Furniture, who often spends flight time picking magazines clean of interesting images that may transform into a color, carpet or couch for the Atlanta-based retailer.

The picture of Storehouse Furniture has evolved since Hipple took the helm in June 2000. Once viewed as a stop for moderately priced contemporary furniture with a cool and somewhat industrial feel, the company has evolved into an able competitor for national players such as Crate &Barrel and Pottery Barn. Hipple warmed up Storehouse with a "more harmonious type of modern design, which allows for a lot of different interpretations," she says. "We were finding that we had several different core types of customers, some more adventurous and sophisticated than others, but they all wanted forward, modern furniture that lent itself to real living."

Living What She Sells
Hipple's Peachtree Hills home, furnished largely with pieces that have caught her attention on her world travels, may be the world's most comfortable and welcoming test lab, and guests respond to her taste. Hipple and her design team translate many of those concepts into items that appear on the sales floor and catalog.

"One of the things we learned from this is where in the home people really value individual expression," Hipple says. "For example, we offer 500 different window treatment fabrics at one price."

Hipple's kitchen is anchored by the work table that inspired one of this season's hot sellers: the Momma Gena, a Tuscan-style table with a honey pine top, distressed celadon wood and built-in storage drawers. It folds out to switch sizes from "breakfast and the paper" to "dinner for the family."

Approachable, Affordable Style
In addition to its eclectic - and easily mixable - blend of rugs, furniture, wall dŽcor, lighting, draperies, accessories and home accents, all with price points in the reasonable range, Storehouse sets out to add an extra element to the promise of great design at reasonable prices.

"I think that the Targets and IKEAs of the world are great for consumers, and they do a lot to build and broaden appreciation," says Hipple. "But we provide a kind of experience that is high-service, high-touch, where we offer excellent service and help people navigate their options."

Storehouse's sales "consultants" are trained to be what Hipple describes as "warm and cool." "You can be stylish and project attractiveness and humanity at the same time," says Hipple.

The consultants will come to your home, pore over your own clippings and ideas, and engage the Storehouse design philosophy to bring creativity to bear on a project - without being intimidating. The ambiance of the retail locations is a combination of chic and comfortable with sectionals, oversize chairs upholstered in subtle retro prints, handsome armoires and the perfect "Where did you get that?" accents to tie everything into a cohesive look.

All in all, Storehouse aims to "take the pain out of the hunt for the perfect piece! "Hipple laughs.

 
A Thriving Community Provides Inspiration
A Virginia native, Hipple says that Atlanta consistently surprises her: "It's cosmopolitan, yet still retains an undertone of Southern graciousness and hospitality.

"There's a thriving creative community. You have a great urban core plus a vibrant, more traditional suburban region, and, in both, there are people who take a tremendous interest in their homes and in great design."
 
Looking ahead to expansion in Atlanta and beyond, there's one trend Hipple would like to be known for setting. "The way a business leader can create a collaborative culture that helps develop people, is full of creative energys and financially successful," says Hipple.

Remaining conscious of the fact that "as president of this company, what I do affects 700 people's lives," Hipple views her work as "a mission that I'm very lucky to fulfill. We have to attract and keep creative people, and continue doing, changing, innovating and outperforming."

She's even created a buzzword for one of her favorite aspirational qualities: "serenegy." "Serenity is great, but it's a little too down in terms or energy. You need a constant supply energy, channeled in the right direction."

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Caroline's Latest Picks
 
Colors
"Sage and mossy shades of green are still strong, defining neutrals."

"The orange we've been seeing for a while is now migrating into a more persimmon, coral-like shade. Storehouse's Sienna rugs and Soleil Stripe draperies in these hues are a great way to warm neutral-toned furniture, or you could get literal with coral-shaped resin sculptures which provide an instantly fresh accent."

"A newer color combo that recently peppered Paris: aquamarine (think Tiffany(r)) blue mixed with chocolate brown. Storehouse presents it with a light brown Clio sofa, styled in a smart, feminine way, paired with ice-blue chairs on espresso-finished legs."

Styles
"Retro glam keeps growing stronger. Mirrored, mid-century, a little Hollywood, beading, luxe fabrics, black and white graphics, such as the looks created by L.A. designer Kelly Wearstler, designer and author of Modern Glamour. Storehouse's Goa Zebra rug and Stanya faux mink throw pillows bring the feel of a posh boutique hotel to your living room."

"The clean Asian influence is still present, but you don't have to go overboard. One Chinese chair or an antique offering box adds an interesting patina to contemporary pieces. Storehouse offers reproductions in its Global Treasures line, and also boasts pieces such as the Zen garden-inspired Soho bookcase, composed of interlocking L shapes with an open back and a deep-rubbed black lacquer finish."

In Stores
Storehouse's Lenox flagship got an overhaul in September and features looks from trendsetting potter and designer Jonathan Adler's Palm Beach Happy Chic.