Parmida Home Concepts opened its first unit in Dallas, Texas during the fall of 2010. The concept has become a leading destination retailer for home décor, accessories and gifts for the hostess of the home. Each store has been designed to provide a vision for people who wish to furnish their home with a distinctive selection of indoor/outdoor furniture, in addition to offering gift items as well as a gourmet section and other items used to entertain guests. According to Siotha Vest, general manager, Parmida Home Concepts has a merchandise mix that touches on every aspect of the home. The inventory includes wall art, collectable dinnerware, bath and body collections, to a gourmet department with hundreds of varieties of coffees, teas and specialty food items. The furniture lines include top quality, heirloom-inspired furniture crafted from eco-friendly and sustainable materials with price points often at 50% or less than wholesale.
The privately-held company is headed by Siotha Vest and marketing manager Jennifer Campbell. Vest has been with Parmida Home Concepts since the company’s inception and is responsible for its expansion. Existing stores include locations at The Village at Stone Oak in San Antonio, Texas, which opened during September and marked the chain’s ninth unit. Existing stores are also located in Colorado, Illinois, Missouri, Ohio and Tennessee.
Expansion plans call for the store count to reach 20 units, should the right opportunities present themselves. Parmida Home Concepts occupies spaces of 9,000 square feet to 11,000 square feet, primarily in lifestyle centers located within suburban and metropolitan areas. Growth opportunities are sought nationwide. The chain’s target demographic is mainly, but not limited to, educated women between the ages of 35 and 65 with average annual household incomes of $80,000 or more. Preferred co-tenants include Talbots, J. Crew, Coldwater Creek, Ann Taylor Loft, Banana Republic and White House Black Market, just to name a few. Parmida Home Concepts hand-picks its locations based on a complex demographic formula and can project sales and profit forecasts based on the five-mile radius of household incomes and competition.
Charlie Koniver and Mitch Friedel of Thor High Street Advisors are assisting Parmida Home Concepts with its national roll-out. Thor High Street Advisors assists retail chains to maximize the representation of their brands in a quality way—in a way that allows tenants to maximize traffic and sales, and build a business with a highly success for-profit retail model.
For more information regarding site selection opportunities for Parmida Home Concepts, contact Charlie J. Koniver, Thor High Street Advisors, 917-522-8604; 25 West 39th Street, New York, NY 10018; Email: firstname.lastname@example.org; Web sites: www.parmidahome.com and www.thorhighstreet.com.