Four years after BoConcept closed its doors at Tysons Galleria, the high-end furniture retail chain is preparing to try again.
From 2004 to 2015, BoConcept operated out of the mall’s third floor until the area was converted into a food hall — first the ill-fated Isabella Eatery, now Taste of Urbanspace. But Washington, D.C. franchisee Tim Machenaud said the new location on the main floor will give the store more visibility.
Machenaud said there have also been a few changes in the store and in the mall since then that make him more encouraged about the prospects a second time around.
“BoConcept ownership change three years ago has shifted the brand to a slightly more premium positioning,” said Machenaud. “We still have affordable furniture items but we have increased our quality standards as we want to be the leader in quality design furniture. This position shift is in line with the premium brands that you can find at Tysons Galleria.”
While stores nationwide have faced increased competition from online retail like Amazon, Machenaud said creating a superior retail experience in showrooms, like the one at Tysons, is integral to the furniture shopping experience.
Machenaud said feedback from clients has shown that most people buying furniture will visit and average of three to four stores before making their decision.
There are currently two other furniture brands in Tysons Galleria — Mitchell Gold + Bob Williams and Calligaris — and Machenaud said having multiple furniture brands in one location will help turn the mall into a quality furniture destination.
Meanwhile, the mall is planning to replace the now-closed Macy’s at the north end of the mall with a new suite of retailers like an Apple Store, an iPic movie theater, and a Balducci’s grocery store. A new fitness-themed area is also planned inside the space that was Legal Sea Foods.
“Retail is changing… so the malls need to review their approach, their offers, their client’s experience,” said Machenaud. “Being next to the upcoming extension of this mall gives us the responsibility and honor to be at the gate between the current and the future.”