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player ready...Stepping up from bare-bones discount to fine furnishings, Colby`s Home Outlet stores at the suburban Fox Valley Shopping Center in Aurora and in Wheeling will switch into full-service Colby`s stores this fall. Only the Colby`s Outlet, 2100 W. Fullerton Ave., Chicago, will continue selling manufacturer overstocks, discontinued styles, floor samples and promotional furnishings.
The changes, according to John Solimine, Colby`s president, are aimed at bolstering the retailer`s visability in some key suburbs.
A current sale in the Fox Valley Outlet will clear that store of merchandise by early September, and the store will reopen with the Colby`s name and well-accessorized interiors by the end of that month. The Wheeling store will be a full-service Colby`s by year`s end.
Though the two converting stores are less than half the size of the company`s existing full-line stores in Lincolnwood and Oak Brook, they are
”bigger than the average furniture store,” notes David Urbanick, general manager for Colby`s Home Outlet.
”We will have all (brands in the larger stores) represented in galleries or in environmental settings,” Solimine says.
The Colby`s upgrade seems particularly well timed in the fast-growing Aurora-Naperville area because a neighboring Marshall Field`s store stopped selling furniture recently.