Sacha Walters-Gregory, Staff Reporter
Now an expanse of clean lines and more customer-friendly options, Courts on Constant Spring Road will officially unveil its revamped flagship store today.
Executives from Courts took the media on a tour of the updated facilities on Wednesday.
"We moved towards a white concept, which is new for us but adds to our clean concept," said Dennis Harris, managing director, Unicomer Jamaica, of the expanded store whose interior has been expanded from 25,000 to 29,000 square feet.
The open floor plan allows customers to easily see the wide expanse of furniture, appliances, electronics and gadgets.
Once you enter, the store design directs you to, Electric Avenue, explained Harris, which includes a wall of Smart and LED televisions; display tables with cameras, phones and hand-held gaming devices.
Aside from the appliance and furniture focus, they have added Courts Optical.
"This is definitely one of our most exciting innovations," said Harris of the full-service optical store, which has ophthalmologist services and frames for sale.
"Even more importantl you can buy your frames on credit," said Harris describing the optical services which are only offered in the revamped store. He noted that Courts saw the need of many of its customers who find it difficult to afford eye care. Hence they thought to apply their well-known credit option to these products and services.
In the appliance arena, they now carry the KitchenAid brand, to include refrigerators and stoves.
"Our customers were asking that we carry items like these," said Harris.
The flagship store has an expanse of furniture, appliances, beds, among others. They now carry the Ashley-Sleep line of beds from the brand for which they previously carried accessories and upholstered furniture. Also in line with international trends in sleep technology, Courts is carrying beds with gel memory foam from Serta. This is in addition to various brands to include its in-house brand Sleep On It and the local arm of the Therapedic brand.
"It is important for us to maintain our link with Jamaican manufacturing," said Harris, who noted that they still source furniture from local manufacturers. They aim to carry a wider range of contemporary furniture that can adjust to the smaller spaces in which Jamaicans are now living.
"Therefore, we are trying to meet the needs of changing trends for homes in Jamaica," said Harris.
The store took 10 months and about US$4 million to be completed. In response to customer requests, they have added an elevator leading to the second floor and a customer-service section to handle complaints and returns. There are two 'payment stations' which allow customers to pick up smaller items off the shelf, such as small televisions, curling irons, pot sets, and go to one of these stations for easy purchase. This is separate from their cashier stations on both floors.