02262016 Dover Rug & Home Opens Third Store in Massachusetts
DOVER RUG & HOME OPENS THIRD STORE IN MASSACHUSETTS
Mahmud Jafri, CEO of Dover Rug & Home, at the new company's newest store, just opened at 3rd Ave Burlington, an upscale dining and shopping complex.
BURLINGTON, Mass. -- Dover Rug & Home opened its third store on Feb. 15, 2016 at 3rd Ave Burlington, a new dining and shopping complex in a prime location near the popular Burlington Mall. To celebrate the new outpost, Dover Rug & Home is running a grand opening sale with up to 70-percent off hand-knotted rugs and in-store carpeting at its Natick flagship, Boston Back Bay and Burlington locations.
"3rd Ave Burlington is great for us because most of the retailers are involved in home furnishings," said Hasan Jafri of the new mall, which is also home to stores such as Boston Interiors, Mitchell Gold + Bob Williams, Flor, and The Shade Store. "The 2,500-foot Burlington Dover Rug store is about the same size as our Boston location which we opened in 2014. A year and a have later we have three stores and strong inventory in all of them," he added.
Most neighbors of the new Dover Rug & Rug store at 3rd Ave Burlington are home furnishings stores, making the mall a design destination.
Mahmud Jafri, CEO and founder of Dover Rug & Home, told RugNews.com that with the addition of the third store, the company now covers 80 percent of New England, each store drawing from a 50 mile radius the Burlington location reaching southern New Hampshire including Salem and Manchester, and second home owners in the affluent Lake Sunapee and Lake Winnipesaukee regions.
"The Burlington store is similar in demographics to our other two stores where our immediate surrounding communities are high end in terms of income, home values, education and lifestyle. Our age group is also very similar; our average customer is 45," Mahmud Jafri said.
"In all three stores the demand for transitional looks is strongest followed by traditional and then contemporary. The new location will serve our core expertise of fine hand knotted rugs followed by machine made and tufted rugs in fashion forward colors and styles. We also offer in stock wall to wall carpeting and represent all major middle to high end carpet manufacturers," he explained.
Mahmud Jafri with a customer at the new Dover Rug & Home store says demand for transitional rugs is high and the assortment is skewed to fashion forward colors and designs.