Farooq Kathwari
Chief Executive Officer
No, Jeremy, it’s a good question and we have been ourselves discussing it. First of all, the amount of space varies. This is relatively large for a 9,000 or 10,000 or so square foot, giving 1,500. We are giving 1,500 when we’ve 15,000 to 18,000 square feet. So in here there’s a little bit more because of the presence of Manhattan. In most Design Centers, it will be between 500 and 1,000. 1,500 will be, what - do we have four or five in the country? About five or so in the country; our sixth will be 1,500 most of 1,000 and many 500. Yes, we had to take products off the floor as we had to do in the last year. 70% of our products had to be changed last year. Now the impact is positive in the sense that this should help us expand our reach to younger customers, to their children. So the objective is twofold. It is to reach - our customers are still - even over here you’re right in downtown; there’s a lot of young folks around. But our customer is still - and which is okay for us - is between 35 and 45 to 50 in this market as well. We have a relatively small number of folks in their 20s who will be able to get Ethan Allen. 30s? That’s when they have kids. So, we are starting to see people in their 30s with children coming in, right in this Design Center. And as we launch it nationally, we believe that we will have an opportunity of expanding our reach to the Millennials who right now may not feel that - they are not coming in to see what we have. Our advertising will also go through and reach a lot more Millennials, whether it is the digital mediums or through our direct mail. We are looking at direct mail to see how do we reach more of the Millennial crowd, but again with a demographic that’s going to be able - that is relevant for us. Now, in terms of what the impact is going to have on our sales, really it’s hard. You have to, of course, make a commitment on inventory because one of the things on this is faster speed. These folks don’t want to wait. We can’t tell them that we’re going to wait. So we have made commitments. And the good news is that even with our inventory and everything else and our Ethan Allen Disney inventory coming in - mostly coming in this quarter, in October, November, and December is when most of the inventory is coming in - it’s going to be anywhere from $25 million to $100 million. It’s hard.