EQ continues to grow as new franchise stores are opened by franchise partners in cities within defined territories in both Canada and the United States. While demand for territories has been significant, many excellent regions are still available. To support our franchisees in the most effective way, we are taking a phased approach to our growth and territory development. We are extremely pleased with the number and quality of our partners, and look forward to expanding our market through the addition of stores in existing territories and with new partners in newly defined territories.
In 1999 Peter Tielmann left Europe and joined Palliser Furniture Ltd., as General Manager of the chair division. After two years Tielmann recognized there was something missing in the local furniture market. Having grown up in Europe he realized there were very limited furniture alternatives for young people in North America. "Young living" furniture concepts were present in all large furniture manufactures across Europe.
The strategy there was simple. Introduce a younger demographic to a furniture concept that fits their lifestyle and, through this act, initiate a relationship fostering brand loyalty for life. Tielmann recognized that this potentially huge market segment was only being served in a limited way by the likes of IKEA, and only in large centers in North America.
Although the EQ3 concept was originally rooted in European design, it has since taken on its own design position, mediating the European influence with North American lifestyle realities. In Europe, modern design is a common expression of life. In North America, modern design is an intentional choice.
EQ3 understood the opportunity to support this kind of consumer. EQ3 introduced an innovative and affordable furniture concept as an alternative to the few furniture boutiques committed to the idea of European modern design, yet unaffordable for the mass market. EQ3's strategy from day one has been to provide affordable home furnishing to those who value modern design.
Peter Tielmann states: "This consumer is influenced by global trends including fashion, music and the arts. They are emotionally connected to these influences and enjoy making them a part of their everyday living through the clothes they wear, the vehicles they drive, and the music they listen to. What was missing for this fashion sensitive group was a way to bring modern home furnishings at affordable prices into their own homes. EQ3 intended to meet this need and has."
Rooted in imagination, EQ3 is a concept inspiring the transformation of rooms within the intimate and emotional place we all call home. EQ3 is about innovative rooms of affordable furnishings for simply living, alone or with others. The designs of EQ3 are globally inspired, and centered in the growing interest by many across all generations for a lifestyle expression reflecting modern living.
This growing consumer group does not simply fit within a demographic category. Spanning all ages, those within this "psychographic" live with a strong set of beliefs and values, are educated, have an informed world view, and deeply value intentional behaviors.
Since 2001, EQ3 showrooms have become inspiring destinations. Here design and wonder meet. New ideas are welcomed, individuality finds personal expression, and the value and ideals of "home" are celebrated. EQ3 is committed to improving the quality of life for all who experience our story. Our product begins with design, moves through manufacturing into showrooms, and each piece eventually enters some home as an expression of a very personal style of life. EQ3 values each one in this process. Our goal is to express this value through the products we make, and through the inspiring experience we promise to all who enter our showroom doors.
EQ3 continues to expand its retail presence across North America and around the world. EQ3 showrooms are located across Canada in Vancouver, Calgary, Winnipeg, Toronto, London, Ottawa and Burlington. In the United States, locations can be found in the San Francisco Bay Area, Los Angeles, Grand Rapids, Richmond, Norfolk, Charlotte and Phoenix, among others. EQ3 products are also available through 300 in-store galleries across North America, Latin America, Europe and Asia.
Why EQ3?
EQ3 continues to travel the world to create a fresh concept in furniture design to meet the demands of the emotional driven consumer. Many of these customers are already thinking globally and seeking merchandise beyond their boundaries. The EQ3 concept allows a customer to experience internationally inspired products in North America. EQ3 continues to make its mark with consumers at the leading edge of the mass market. EQ3 shares an appreciation for affordable, high design furniture with European intrigue that can be easily customized to suit their living spaces.
EQ3 has tapped into an under-served consumer group. This group is seeking merchandise influenced by global design. Merchandise that allows for an individual to express themselves in their home, office, and community. Until recently, customers had few opportunities to purchase alternative design solutions that were affordable and functional. EQ3 product is now being delivered to over 300 galleries worldwide along with our corporate and franchise models.
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