Z Gallerie creates 'style personalities'

Home furnishings retailer Z Gallerie is creating "style personalities" to better tailor product assortment and broaden its reach. The chain is known for a distinctive style termed Glamorous Regency, but has now created collections around four additional looks: Calmly Collected, Trend Twist, Urban Modernist and Naturally Luxe.

"We've been known for one particular style which our customers love and that we've done quite well with," said Chris Nicklo, VP of customer and chief marketing officer. "But to grow, we knew we would need to appeal to a broader spectrum of customers." Story