Shopping the showrooms: the do's and dont's of browsing and buying at design centers

Sunset, Sept, 1997 by Susan Kuchinskas

The do's and don'ts of browsing and buying at design centers

Those magic words "I can get it for you wholesale" - do they apply to design centers? In one more word, no. The industry is changing, and design centers that turned up their noses at the public a few years ago now welcome us.

But that doesn't mean we can walk in and buy at the same wholesale prices designers do. Nor are furniture showrooms anything like retail stores. Though you can enter and browse through many showrooms, you usually can't buy directly from them (sometimes you might be lucky enough to purchase a sample product from a particular showroom, but that's usually an exception rather than the rule). Design centers have various policies, but it helps to know the basic shopping etiquette.

Don't be offended if you are not immediately acknowledged, or perhaps are downright ignored, when you enter a showroom. Showroom employees are often busy, checking on products for their clients or dealing with a designer, and questions from browsers may be dismissed brusquely. That's because "it's the designer's role to act as the salesperson," explains Dion Sanchez of the Denver Design Center. All design centers have referral services that will link you to a designer, but you will have to pay for this person's service - usually an hourly fee.

Don't expect to find price tags on everything you see. Professional designers, including those in referral or buying services, have individual systems of markups - flat fee, hourly rate, commission (or markup) on sales, or a combination - so price depends on the designer. It's imperative that you find out what your designer's fees will' be before launching into a project.

What you see is not what you get. "Everything is custom," explains Jennifer Murr of the San Francisco Design Center. "Even a lamp may come in 16 different finishes and 20 lampshade options."

With this wide range of choices comes room for mistakes. The designer's role goes beyond questions of style. "The designer is there to help you with all the decisions that will have to be made, many of which you're not even aware of," says the Pacific Design Center's Bret Parsons. He or she will make sure that the couch will fit through your front door, that the fabric won't fade in the sun, that your order is filled out correctly, and that the merchandise arrives safely at your home (usually six to eight weeks later; designers have special relationships with specific showrooms and can sometimes expedite orders). You'll end up with furniture that's unique and specially suited to your room.

That designer markup need not be feared - remember that the designer marks up the wholesale price, not the retail price, typically 15 to 35 percent. And most designers these days practice full disclosure, so don't be embarrassed to ask how they charge. They expect you to ask them, and a bonus for you is that you'll certainly get what you pay for.

Whether you decide to browse alone or work with a designer, keep in mind the following tips:

* Dress professionally, but wear comfortable shoes.

* Go once just to look around. Get a directory and study the floor plan so you don't miss anything. When you're ready to shop seriously, you'll feel more confident.

* Take advantage of consumer orientation programs and tours. You'll meet a designer, glance through portfolios, and get the lay of the land.

* Check showroom signs. Showrooms that are not open to the public will have a sign that includes the words "to the trade only."

* Come armed with magazine clippings and pictures of styles you like, as well as room measurements.

* If you use a referral service, don't feel you're stuck with the designer you're assigned. Interior design is highly personal, and designers understand that you need to find a personality that matches yours. It's perfectly okay to say that you're interviewing a couple of designers.

What's the deal at design centers?

Dallas Design District. Only a few showrooms are open to the public (pick up a free directory to find out which ones); most require you to be accompanied by a professional designer. Showrooms are open 9-5 Mon-Fri. (214) 698-1350.

Denver Design Center. You must be accompanied by a professional designer, or have limited access arranged by one. The free designer referral program will match your needs to three designers chosen from a roster of 70: it provides you with names and phone numbers, and you do the rest. Showrooms are open 9-5 Mon-Fri. (303) 733-2455.

Laguna Design Center, Laguna Niguel, California. Open to the public to explore and browse; purchasing policies vary from showroom to showroom. The center offers a designer referral list with 25 participating designers. Showroom samples and one-of-a-kind items are available for purchase through a clearance center, which is open 10-4 Tue-Sat. Showrooms are open 9-5 Mon-Fri; some showrooms also are open 10-4 Sat. (714) 643-2929.

Pacific Design Center, Los Angeles. All showrooms are open to the public but set their own sales policies. Designers on Call offers free tours of Idea House and will provide design services and facilitate purchases. Fees are negotiated individually with each designer. Design Direct (310/6579422) is an independently operated buying service located in the PDC. Showrooms are open 9-5 Mon-Fri and by appointment. (310) 657-0800, ext. 295.