Five months after giving new life to downtown Mooresville’s long-vacant Burlington Industries textile mill, Merinos Home Furnishings is preparing to expand.
The business owned by Michael Bay is adding Boyles Furniture Direct to its spacious facilities on South Main Street.
Boyles Furniture Direct used to be known as Boyles Furniture, a North Carolina company that filed for bankruptcy protection in 2009 and closed its last two stores 11 months ago. The Boyles brand has been resurrected and is now owned by Home Furnishings Direct, a holding company led by furniture industry veterans and brothers Chad and Alex Hendricks. It is headquartered in Hickory.
“even though we’ve changed the name, we still have a foot in the past from a style standpoint, but with a lower overhead model to be relevant to the current economy and demographic change in America,” said Chad Hendricks, who was at the Mooresville site on Tuesday.
Boyles Furniture Direct will occupy space in the former mill adjacent to Merinos’ display floor.
“We knew this was a perfect way to re-introduce the brand,” Hendricks said. “Our goal is to deliver great style at great values — all the best of what people remember about the Boyles name. The mill in Mooresville is an ideal environment for that.”
He said Boyles will open its showroom in March.
Bay, the building’s owner who brought Merinos here, said this is the next step in revitalizing the sprawling building that once housed Mooresville’s largest cotton mill.
“I’m planning on bringing the whole mill back to life,” he said. “There’s no competition (between Merinos and Boyles), I already own the building. I just want to help.”
“The customers will benefit the most. I only compete with myself to become better and better.”
Bay said he looked at 11 different other furniture companies but chose to help the Hendricks brothers launch their new endeavor because they are “honest, reliable, and have good customer service.”
“Everybody can have a small hiccup in life, but the most important thing is how you can come back and be a part of (Boyles’) comeback,” said Bay.
Hendricks said Boyles will initially occupy about 40,000 square feet of space and expects to expand to 65,000 within the year. Boyles will be an anchor tenant in what Bay described as a “home-focused destination” for everything from furniture and accessories to bath and kitchen fixtures.
“Michael and his team truly understand the low cost, low overhead retail model,” said Chad Hendricks. “they have been great allies to us as we work to establish the Boyles brand again.”
He said Boyles’ “affordable” furniture approach will help his company “fit what’s going on with consumers today. It shouldn’t just be for wealthy people, but modeled to a market place we believe will allow availability to anyone in this economy.”
“This is an exciting first step back into the marketplace for the brand,” noted Alex Hendricks. “For decades, the Boyles name has meant stylish furniture at the lowest prices in the country. We’re looking forward to building that reputation once again.”
Added Chad Hendricks, “We’ve got our niche and we want to stick with that and hope to complement what (Merinos) is doing. we offer all things related to the home, not just furniture, and our goal is to be a one-stop shop. If you can’t find it here between the two of us, I don’t know what to tell you to do.”
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