Jordan’s Furniture will open Dec. 15, 2023 at Westfarms shopping center.

By Ronni Newton

Jordan’s Furniture President and CEO Eliot Tatelman isn’t subtle, and admits the long-time retailer doesn’t do things in a small way, but rather does everything “in a different way,” with expansive stores known as much for their furniture as they are fun destination with unique indoor experiential features.

Key to the company’s success over the past 100-plus years has been treating associates as family, Tatelman said – and that understanding of how to treat people extends to customers as well as to members of the media who were led on an adventure Monday morning with a behind-the-scenes tour of the new store opening at Westfarms, on the West Hartford-Farmington line, on Friday, Dec. 15.

The Westfarms store, more than 120,000 feet of retail space on two levels in what was formerly Lord & Taylor, will be the New England-based retailer’s second store in the state and eighth overall. There are couches, chairs, bedrooms, dining rooms, kids furniture, mattresses, and an outlet that offers furniture at their lowest price points.

“Now, what are we doing here in this empty room with no lights?” Tatelman asked a captive audience of reporters who had gathered in the cavernous entryway anticipating on a tour of the store. Audible “oohs” and “ahs” could be heard as he announced that the space – which includes additional square footage behind a construction wall – would eventually be home to Sally’s Apizza.

This location of the iconic New Haven pizzeria won’t just be serving pizza, however. There will be a full menu that includes burgers, steak, pasta dishes, and more, and a full bar. Sally’s will have its own separate entrance, hopefully with a patio, Tatelman said.

He said he expects Sally’s to open in April or May of 2024.

“What’s going to make Sally’s so much better than any other pizza places besides their great pizza?” Tatelman asked. That’s all part of the experience.

The Jordan’s in New Haven has the largest ropes course of any furniture store, and “the most fantastic IMAX 3D theater in our of our stores,” he said, and even has “butt-kickers” in the seats so you can feel the movie. They literally built “Beantown” out of jellybeans in their Boston store, and have an enchanted village in one of their stores, indoor tubing, indoor ice skating, a Polar Express movie ride. “Everything we do is very special,” he said.

“Why do we do all these crazy things?” said Tatelman.

“We look at furniture as fashion, like clothing. … If we can get you to walk through here, you’re going to get motivated to change some of the things in your house, whether it be now, or six months from now, or two years from now,” said Tatelman. The displays in their stores change, too, and provide inspiration to visitors to change what they have in their homes.

“You bring people not necessarily just for furniture. You bring them for entertainment,” he said, but in the end it’s about the furniture.

Then, the moment reporters had been waiting for: the reveal of the experience. “Picture yourself now sitting in a booth … having a Sally’s pizza and a beer, ” Tatelman said before illuminating the “Jordan’s Wall” – what he said is “the biggest wall you’ll ever see.”

As the music began, the screen was suddenly saturated with color, filled with a giant butterfly perched on red and yellow flower, each feature displayed in amazing clarity. There was a downhill skier, a skydiver, tropical fish, elephants and tigers – dizzying in their vibrance.

The massive, 9K, 80-foot by 30-foot is difficult to capture in a photograph. And anything that can be shown as video will eventually be able to be shown on the wall, including sporting events and a “kiss cam.” It can even be separated into as many as 40 different TVs, Tatelman said. They will also be able to use it for charity events.

And the Sally’s booths will all face the wall.

“But here’s the key, we do have a few sofas, we have a few mattresses that we want you to see because that’s what we’re all about,” said Tatelman, changing gears for the tour of the store itself, located just beyond the wall.

Lord & Taylor closed the Westfarms store for good at the end of 2020, and Tatelman told We-Ha.com that he spent a year and a half finalizing the deal to take over the space. They completely gutted the former department store.

The Jordan’s showroom itself is 120,000 square feet.

“We knew we wanted to be in this area because of the demographics,” Tatelman said, and they were looking at spaces for several years. They looked in Avon, but being at Westfarms made more sense.

“I analyzed the mall and I felt the mall could use a really good restaurant,” Tatelman said, and Sally’s is a draw. “It was a good marriage.” As for choosing the entertainment, all he said is that his mind “works in funny ways.”

“What makes Westfarms exciting is bringing new-to-market retailers and Jordan’s is no exception to that,” Westfarms spokesperson Amanda Sirica said. “We’re really happy they’re here. …It’s been a long time in the making and we’re thrilled they’re opening their doors Friday to the public. They have incredible home interiors and it keeps Westfarms fresh,” she said, adding that Jordan’s itself will become a destination for the furniture as well as the entertainment.

Jordan’s Furniture, which was founded more than 100 years ago as a family business, now has roughly 1,400 employees, referred to as the “J-Team.” The company is also engaged as a community leader and gives back through charitable partnerships.

The furniture that is on the showroom floor is generally available for immediate delivery, but there are also choices of different fabrics. The lead time is four to seven weeks for special orders.

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