Frontgate Launches ‘Reimagined’ Store Experience in Dallas’ Preston Royal Village

The home furnishing and lifestyle brand rolled out its new store concept in Dallas, which includes a front vestibule reminiscent of a traditional foyer and a shopping journey presented in homelike ‘vignettes.'

Frontgate, a leading home furnishing and lifestyle brand, has launched a new retail store at Preston Royal Village in Dallas that brings with it the introduction of Frontgate’s “reimagined shopping experience.”

“As a brand, it was important to evolve our physical footprint to match where today’s customers are,” Frontgate President Tom Bazzone said in a statement. “We think our new retail concept provides customers with a truly unique and inspirational shopping experience. Our new store has been developed in concert with our evolution as a brand to be a more complete home furnishings destination, building on our strength as an industry leader in outdoor furniture and decor.”

Frontgate said as the omnichannel brand expands its offerings to be a destination for whole home furnishings—including indoor, outdoor, and seasonal—it recognizes the importance of reimagining stores to better showcase the range of exclusive products as well as make the physical shopping experience “more inspirational.”

The company said key elements of the new store include a front vestibule—reminiscent of a traditional home foyer—showcasing seasonal offerings; a unique central atrium to test and engage with “best-in-class” outdoor furniture; and an in-store design studio featuring “expert staff.”

Frontgate recently opened the doors to its Dallas location in Preston Royal Village. [Photo: Frontgate]

Shopping journey is presented in homelike ‘vignettes’

The new store offers an elevated and intuitively designed shopping journey, presented in vignettes, Frontgate said.

The vignettes offer guests the ability to browse by room, with curved archways and architectural detailing signaling a transition between looks and providing a more intimate, homelike shopping experience.

Frontgate said the signature, central atrium space mimics the outdoor experience, showcasing the world’s best outdoor furniture in realistic lighting, no matter the time of day or season. The indoor/outdoor atrium allows guests to see, feel, and engage with Frontgate’s product in an environment that’s always cool, dry, and comfortable.

The company said that while the Dallas store is the first instance of the new experience, a Columbus, Ohio, store has a planned opening this month in that city’s Easton Town Center area.

Frontgate is part of Qurate Retail Group, a select group of leading retail brands that also includes QVC, HSN, Ballard Designs, Garnet Hill, and Grandin Road.

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