ATG Stores rebrands as The Mine
April 26, 2017,
Clockwise from top left: Eddie Ross, Rachel Daunais, Barrie Livingstone, David Sprouls, Alexa Hampton and Michelle Newbery at The Mine launch party at the Proximity Hotel in Greensboro, N.C.
Founded in 1999, the Kirkland, Wash.-based home décor e-commerce specialist is now calling itself The Mine, offering both retail and commercial customers a designer-curated selection of furniture, lighting and décor supported by a Personal Concierge team that provides complimentary one-on-one shopping and order services.
“We’re revolutionizing the design industry by making it easier to create the look you’ve always wanted,” said company president Michelle Newbery. “Personal Concierge is The Mine’s most cutting-edge brand concept. Whether you’re looking for a special item, scheduling in-home services or placing an order, we provide complimentary assistance for the entire customer journey, from design concept to project completion.”
The Mine features designers from around the country that offer fresh, inspirational design ideas, which is showcased in the website’s 52 Weeks of Design program. Each week, a new guest is introduced along with a bio, information about their designs and inspiration, and access to style tips, trending products and more.
The program helps introduce customers to leading designers and a continually updated selection of brands curated by creative director and iconic interior designer, Alexa Hampton. Current brands include Jonathan Adler, Bunny Williams Home and Hickory Chair, among others.
“The Mine is leveraging the company’s design partnerships to make these brands more accessible to shoppers, many of which have never been available online until now,” Hampton said.
The Mine supports these brands with professional in-home installation and assembly services as well as new 3D-imaging technology to power the most detailed product view, which adds even more convenience for shoppers.
The website’s new look and feel is driven by improved design guidelines, an enhanced user experience and one-of-a-kind editorial content curated by style director, award-winning designer and author Eddie Ross.
“Arming customers with product and design knowledge is central to The Mine vision,” Ross said. “We’re creating inspirational content for the site and social media, as well as a completely redesigned blog that features original material from designers, tastemakers and trendsetters from every corner of the design community.”
This customer-first philosophy is also embraced by the company’s Pro Services department, which provides one-on-one service to all of its commercial clients.
“Our team members act as an extension of our clients’ businesses from the beginning to the end of every project and become personally invested in the value they provide,” said Pro Services director Anthony Paterno. “That kind of in-depth project knowledge helps us negotiate with our 2,000-plus vendors to get our clients better prices on exactly what they need.”
The team celebrated The Mine launch on April 22 at the High Point Market. Also scheduled are several high-profile promotions at themine.com, on The Mine’s Facebook, Twitter, Pinterest and Instagram pages, at the company’s Pacific Place pop-up shop in downtown Seattle, and at various design events across the country.
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