Frontgate’s New Flagship Ups the Style Ante in North Dallas

This weekend’s Spring Grand Opening serves as a milestone for home furnishings retailer Frontgate. Four months after a quiet soft-opening, the industry leader is more than ready for prime time.

The totally-renovated, 9,443-square-foot Dallas flagship in Preston Royal Village is the first to showcase the company’s new design concept. The space is half the size of the brand’s former Legacy West location.

“We wanted the experience to be more intimate, more digestible for customers to shop,” said Retail and Trade Marketing Manager Kate Beebe.

Merchandise is laid out in vignettes, making it easy to visualize how it will look in a real-life home setting.

An inviting, light-filled central atrium houses the brands signature, best-in-class outdoor furniture. “In the south, we’re going to have a large outdoor presence, a large pool presence, year-round,” said BeeBe.

Frontgate’s in-house design studio, equipped with the very latest technology, is available to both the trade and general public. “We want to be a design arm — not just for the consumer, but for the professional designer.”

Complimentary services include space planning, 3D project visualization, seasonal styling, decorating, and accessorizing. “No matter what size your project is, we’re here to help you express your individual style,” she added.

Three distinct design aesthetics provide the framework: curated classic, refined casual, and timeless modern. “We don’t dictate a specific look,” according to Michael Friedes, Senior Director of Product Design.

“What really sets us apart is our ability to mix and match styles, materials, and fabrications.”

Case in point: pairing a piece from the French antique-inspired Etienne Collection with a textural rug or sculptural piece of lighting “It’s the unexpected that creates a sense of delight,” said Friedes.

“Our design team does a really nice job making everything look seamless,” said Jennifer Hill Noland, the store’s lead designer. “There are really no wrong combinations.”

Personalization is key. “It should never look like somebody walked in the store and said, ‘I’ll take that room,'” said Lindsay Foster, Senior Director of Merchandising. “We also like a bit of whimsy — animals in particular — like a drink table in the form of a bird or a tiger print.”

“Everything should be fun and playful and livable.”

For design professionals, Frontgate’s Business-to-Business Program offers exclusive benefits including 25 percent off retail pricing, access to contract-grade furniture, and the services of a dedicated support specialist.

Event programming is on tap. Preston Royal Village will be the first location companywide to host monthly events. “We’ll do something specifically for the trade one night, something fun and engaging for customers the next,” said Beebe. “The Dallas market is great for us. Nobody beats it in style and enthusiasm.”