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First Look: Frontgate unveils new retail format

Frontgate, Preston Royal Village, Dallas (Image courtesy of Frontgate)

Frontgate has reimagined its in-store shopping experience.

The upscale home furnishings and decor brand, which is part of Qurate Retail Group, debuted its new format at Preston Royal Village in Dallas, Texas. The updated design includes a front vestibule — reminiscent of a traditional home foyer —showcasing seasonal offerings, and an in-store design studio with a dedicated expert staff. 

The new store is designed to offer an elevated and intuitively designed shopping journey, presented in vignettes. The vignettes offer customers the ability to browse by room, with curved archways and architectural detailing signaling a transition between looks and providing a more intimate, home-like shopping experience.

A signature, central atrium space mimics the outdoor experience, with Frontgate’s outdoor furniture assortment presented in realistic lighting — no matter the time of day or season. The indoor/outdoor atrium allows customers to see, feel and engage with the product in an environment that's always cool, dry and comfortable.

A second location featuring the new format will open in March, in the Easton Town Center area of Columbus, Ohio. (Frontgate's sister brand, Ballard Designs, opened directly next door in October 2023.) The new space offers guests dedicated parking and easy access to a one-stop shop for elevated home furnishings.

"As a brand, it was important to evolve our physical footprint to match where today's customers are," said Tom Bazzone, president of Frontgate. "We think our new retail concept provides customers with a truly unique and inspirational shopping experience. Our new store has been developed in concert with our evolution as a brand to be a more complete home furnishings destination, building on our strength as an industry leader in outdoor furniture and decor."

 Frontgate is part of Qurate Retail Group, whose other brands include QVC, HSN, Ballard Designs, Garnet Hill and Grandin Road.

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