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Obelisk Home expands product line to reach younger demographic

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As Obelisk Home reaches a milestone anniversary – 10 years – the home decor boutique is seeking to expand its demographic reach.

The store, located at 214 W. Phelps St., Ste. 101, is closed this week as part of a renovation that’s expected to conclude Friday.

“We’re primarily doing a total reset of our floor, changing up the appearance of the front,” said J. Kent Martin, who co-owns the business with partner Nathan Taylor.

Martin said the wall colors are being lightened, including painting the brick white. In addition, the approximately 9,000-square-foot sales floor is being rearranged to accommodate new merchandise and provide a fresher look to the shop. He estimated renovation costs, including updated merchandise, at around $50,000.

“It’s still designed fashion-forward but just to bring in that younger demographic who’s maybe not looking for a whole house redo but pieces here and there,” Martin said of the desire for the businesses’ accent furniture to appeal to a wider demographic. The furniture includes cocktail tables, end tables, chests and credenzas.

Obelisk Home has largely reached those ages 40-65, he said, but wants to bring in more between the ages of 30-40.

“We’ve been talking about wanting to attract a younger audience. It just seemed like 10 years rolled around and we might as well do it all at once,” Martin said of the renovations and merchandise changes. “We will be showcasing one of our in-house brands, JKM Home, that we design, produce and sell to retailers all over the country. We’re going to have more of that exhibited here after this renovation.”

Martin noted the JKM Home line of accent furniture has grown to around 20 percent of Taylor-Martin Group LLC’s sales, which includes Obelisk, Unleashed Life, a pet furnishings and accessories company, and BridgeBlue Sourcing Partners LLC, which creates furniture and decorative accessories.

JKM is still relatively small but growing, Martin said.

“We’re up about double in revenue that we did last year with the line,” he added, declining to disclose revenue figures.

The store is scheduled for a Friday ribbon-cutting ceremony with the Springfield Area Chamber of Commerce, followed by an invitation-only party that evening for friends and customers. It’s scheduled reopen for business Nov. 10.

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