Ashley Furniture set to open near Woodfield

The Ashley Furniture HomeStore is set to open Friday in Schaumburg at 905 Perimeter Drive near Woodfield Shopping Center in the former Linens n' Things location.

The 28,000-square foot store is slightly smaller than the traditional Ashley store, said sales manager Al Lopriore.

He added that the opening is part of a growth plan for the Arcadia, Wis.-based company. The former Wickes Furniture store on Route 59 in Naperville is being converted into an Ashley store expected to open in May.

The store openings come at a time when the furniture industry is struggling with the downtown of the housing market. Large chains including Wickes and Bay have recently undergone store closings after facing financial problems.

Meanwhile, Ashley, established 65 years ago as a furniture manufacturer, continues to expand its footprint with more than 400 stores in the United States, Canada, Mexico and Puerto Rico and Japan.

This is mainly because the business model for Ashley is different, Lopriore said. "We design, build and deliver our own furniture," he said. "We're in control of all aspects," he said.

The company started in the retail industry with stand alone stores about five years ago, Lopriore said. The target customer for Ashley Furniture is women in their 20s to 40s. Main competition for the chain include Harlem Furniture and Value City.

The store showrooms feature an array of contemporary furniture for living rooms, dining rooms, the home office and bedrooms. Home entertainment centers and bedding are part of the mix. Sofas range in price from $400 to $900, Lopriore said.

An assortment of accessories including lamps, accent pillows and area rugs are also included at the shops. "The accessories aspect of the business is real strong," Lopriore said.