Light up sales with accent lighting

{Sponsored} When Stuart and Carole Miller acquired AHS Lighting & Home Decor, formerly A Homestead Shoppe, they transformed the decades-old lamp company into a totally new venture. Instead of continuing to solely sell lamps in the traditional country style, they made the most of Carole’s design experience. Carole, with her background in interior design, is able to create new designs that are in-tune with consumers’ ever-changing tastes and demands, especially those who shop in gift stores.

Beyond knowing what designs and lighting trends to sell, retailers should think about the functional aspect of lighting they use throughout their stores. Fluorescent lighting, frequently used in retail stores, is much harsher than what most people use in their own homes and can affect how colors look. The better option is to light the shops’ vignettes with accent lamps that will be more welcoming and draw customers in.

If shop owners are going to set up vignettes with accent lamps to sell certain collections, it’s only natural that every piece they use in the display is something they also sell. In fact, this is how Stuart recommends retailers set themselves up to sell stylish mid-priced lamps in their gift shops. The bonus to selling these lamps is that shop owners can increase ROI — by stocking what they’re displaying instead of using lamps on display that aren’t for sale.

“The lighting industry is currently a $6.5 billion retail industry, so it’s no wonder gift shops are starting to sell lamps as they surpass even some of the most popular gifts, including candles,” Stuart said.

What are some of the best merchandising practices?

Set up vignettes: many shops are creating cozy spaces where customers can experientially shop, and lamps should be part of these vignettes.
Carry lamps with birds: according to Miller, five of the top 10 best-sellers in the AHS product line are accent lamps with birds.
Pick lamps consumers will be willing to spend money on: choose lamps that are priced right at quality that reflects their value. Striking this balance is one of AHS’s company goals.

How can retailers get started?

Visit AHS at AmericasMart: they have showrooms in building 1 10-E-11 and Building 2. 719A. Their showroom in building 2 is especially geared toward gift retailers. The reps can suggest a good starting order and help figure out what will work best in the shop.
Shop online: the entire collection is available at www.ahslighting.com.
Request a store visit: over 85 AHS reps visit stores across the country to help shop owners determine which lamps will be the best fit for their shop.
Call customer service: “The AHS customer service reps all have at least 10 years of experience with the product line and have a firm understanding of what gift retailers are looking for,” Stuart said.

A new line of products

In May 2018, AHS began distributing a new line of products from Raine and Humble, a line of home and gift products designed and produced by an Australian couple. AHS stocks all 250 items and usually has them available in their U.S. warehouse. The complete line of products is available at www.raineandhumbleus.com.

The Millers chose this line because the textiles, pillows, throws, candles, doorstops and kitchen products such as aprons were a great complement to the AHS lighting line, and they felt like the owners had a similar goal of creating high-quality products at a reasonable price. The entire Raine and Humble line is made of organic sustainable materials, which is something the Millers believe that buyers are looking for, with a color palette that is modern and on trend and appeals to multiple generations.

“The aprons that sell best are of a unique design and are more fashionable than traditional aprons.,” Miller said. The Raine & Humble line of candles is simpler than many lines out there, with only 6 fragrances in 2 sizes. This allows gift shops to stock an additional brand without needing to make a complex order. AHS has the entire Raine and Humble line in their warehouse, retailers can receive these products quickly.