Sponsored by Rosenthal Interiors
This isn’t your great-grandpa’s furniture company. Established in 1895, Rosenthal has been Minnesota’s acknowledged leader in home furnishings. In the late 1990s, Rosenthal moved to only contemporary furnishings, and fourth-generation owner Rosie Rosenthal is about to take the company one step further.
The company makes a tweak to their name this month – Rosenthal Furniture becomes Rosenthal Interiors – as they increase their focus on interior design. “We’ve been the leader in contemporary furnishings for more than 15 years,” says Rosenthal. “People are trying to catch up to us, but we’re more than a furniture store.”
Lead designer Miguel Laia adds, “We work with architects. We design the lighting in a home, and specify the interior materials, even the wallpaper. Other shops don’t have this approach. They don’t have buyers who are qualified in design. If you put a $20,000 sofa into nothing, it’s nothing.”
Personal service and attention to detail make furniture buying here a unique experience.
“When you work with Rosenthal Interiors,” says Rosenthal, “you don’t have to hire a designer and pay them to shop all over for the right components. It can be done all right here at Rosenthal.”
Interior design is emphasized from the moment a customer walks through the door. “It’s the (interior) designers who lead them through the showroom and helps to determine their tastes and budget,” says Laia. Designers will also travel with clients on-site for more in-depth projects. “The designers work with each client’s physical space making sure the end result works with their lifestyle. We believe that our clients must be comfortable with what they buy. It’s not just a sale. It’s a complete picture – a complete interior package,” says Laia.
Unlike many furniture companies, Rosenthal doesn’t sell online, and has a very strong reason. “The market is just too huge and impersonal, it doesn’t give us the customer touch points we like,” says Rosenthal. “We deliver to all parts of Minnesota. From Rochester to Mankato, Duluth to St. Cloud. As a matter of fact, we even deliver to parts of Wisconsin and Iowa. If we don’t deliver to your area, just ask us, we can arrange shipping anywhere in the United States. ” Rosenthal Interiors delivery team is one of the best in the business. “We care about our service, no matter what product is being delivered,” says operations manager Paul Butler.
Crisp, Clean Lines of Italian Design
There are five designers on staff, including Laia, who hails from Portugal. He makes frequent trips to Europe to spot new trends. When asked why Rosenthal’s has such a large collection of Italian furniture, he says, “Italy is the capital of good taste. You see it in their fashion, cars, and, of course, furniture design. Fifty percent of our furniture comes from Italy, and more will come.”
Rosenthal believes in the “crisp, clean” lines and the edginess of Italian design. “When customers come into the store and want a contemporary look, they walk right over to the Italian section. It’s eye candy. American design tends to be bulky, but we do carry some American brands that are moving the needle toward quality contemporary design,” she says.
Laia says that Rosenthal Interiors can get more exclusive lines and pricing by dealing with European makers. “European makers will make maybe 30 prototypes before they go into production,” he said. “They look at the lines, the fabric, Europe is the trend-setter.”
That said, however, the store also carries a number of top quality North American brands. “We provide unique merchandise,” says Rosenthal. “These are items that you’re not going to find in a big-box store.”
Another thing you won’t find at a big-box store is discreet signage.
While other retailers splash sale banners and placards throughout their stores, Rosenthal very deliberately puts its prices on the back of its hang tags. “Big-box furniture stores sell on price,” says Rosenthal. “With Rosenthal, the furniture comes first. The price is important, yes, but the beauty of the furniture is why customers seek us out. We have a 17,000 sq. ft. showroom, showcasing many of the top European and American brands along with art and accessories that you can’t find anywhere else.”
Rosenthal Interiors is leading the way in contemporary furnishings in Minnesota.