By redesigning an existing retail location in Middletown, RI, The Color House ended up redefining the entire in-store customer experience.
“After we finished renovating the showrooms at our Cranston, North Kingstown and Wakefield locations, we barely stopped to rest before taking on our biggest challenge to date – buying and renovating a fourth store just outside of Newport,” says The Color House owner Jean Hauser.
Upon hearing that the proprietor of Parvo’s Paint and Wallpaper Center was retiring after more than 40 years in the business, The Color House expressed a keen interest in buying the Middletown outlet. Theirs wasn’t the only bid, but Parvo’s owner saw something special in what Hauser and her team of 23 employees envisioned for the location and struck a deal.
“We got down to work right away on the transformation,” recalls Hauser. Now open at 679 West Main Road, the 2,038-foot store features enhanced lighting to create a bright, airy atmosphere and better illuminate their impressive Benjamin Moore paint collection’s true colors, while attractive wood flooring and an expanded Benjamin Moore Color Center gives customers an unparalleled shopping experience.
“The beautiful, newly-expanded showroom is purposefully designed and very inviting so that people truly want to spend time here,” she says. “All of our showrooms have designated spaces for our design team to work and to meet with clients. While that may sound like a lot of real estate to give up in a retail location, it shows how much The Color House is fully invested in being design-oriented experts.”
In addition to an impressive array of Benjamin Moore paint and painting accessories, the new Middletown store offers color consults, draperies and window treatments, plus a large selection of wallcovering and fabric books for custom orders.
“We think about design in every aspect of what we do, from what our showrooms look like to the excellent reputation of the products we carry,” Hauser says.
“Quality means everything to The Color House, and Middletown will see it in the pride we take in being an authorized Benjamin Moore dealer; in our commitment to full-service design, color consultation and expert color matching; in our selection of distinctive brands like Festool and Fine Paints of Europe – and, most importantly, in the knowledgeable team of experts we have turning customers’ design dreams into reality.”