High Point Market is a designer’s dream for the latest trends in home furnishings. Twice a year, the tiny town of High Point, NC transforms into the world’s largest home furnishings industry trade show. But it’s not just for designers. Market also presents a unique opportunity for Independent retailers looking for fresh inspiration and industry insights to stay competitive and even ahead of their Big Box rivals.

The Fall 2024 High Point Market keynote session brought the design and dealer worlds together with a conversation centered on luxury clientele. Presented by the Design Leadership Network (DLN), the panel included five top design professionals and members of the DLN, including moderator Hadley Keller and four speakers — Sasha Bikoff, Corey Damen Jenkins, Kim Scodro and Barclay Butera.

So what can retailers learn from these designers’ valuable insights?

1. Luxury Customers Value Authenticity

In a world where wealth can be a target to take advantage of, upper class consumers are increasingly cautious about who they can trust. Showing genuine care and interest can go a long way toward building authentic relationships. And don’t underestimate the power of storytelling to create a connection.

2. Luxury Customers Choose Custom

Designers are seeing more luxury clients embrace custom pieces that make a statement about who they are, even if the price is higher. For retailers looking to attract more luxury customers, customizable options are crucial to stay competitive with local designers and differentiate with Big Box chains.

3. Luxury Customers Appreciate Quality and Sustainability

High end customers want products that don’t look cheap and will last over time. Quality craftsmanship and durable materials are key selling points. As Jenkins put it during the keynote, “[Your] job is not to save them money. [Your] job is to help them spend it wisely.”

4. Luxury Customers Focus on Functionality Over Trends

Along with a growing desire for customization, the upper class also desire to live in homes that are personal and livable — not for show. Rather than follow what’s trending, they crave comfort and convenience. It’s no longer about keeping up with the Joneses or even being the Joneses. Luxury customers simply want to enjoy their homes.

5. Luxury Customers Want the Vacation Lifestyle at Home

According to the keynote’s designers, the hospitality industry is influencing interior design trends. Luxury clients, specifically, are looking to recreate their resort vacation experiences at home by incorporating furniture and lighting styles, colors and overall ambiance into their home furnishings. Turning the home into a relaxing retreat is the latest form of escapism.

Pro Tips From Luxury Designers 

If you’re looking to grow your luxury customer base, consider these two practical tips from the keynote design panel.

• Elevate your displays to tell a story. Don’t assume customers will automatically see the quality of your products or the customizable features you offer. Show and tell them visually through your merchandising throughout the store. Help high end shoppers visualize your products in their home by showing how they fit a luxury lifestyle.
• Be confident in the value you offer. While luxury customers may be less price-conscious, they are looking for differentiation. Maybe your markup is higher due to superior quality, white glove service or product protection. Maybe you offer custom design services or products that no other retailer carries. Own what makes you unique and be proud of it, even at a higher price point.

Many people consider a home to be their greatest investment — and they need your help to invest wisely.

WANT MORE ON MARKET? Click here for our High Point home furnishings trends report for Spring 2025.