“The other stores will have smaller displays, but they’ll look the same. We repainted, added acoustical settings and large 90-inch TVs,” Sinclair said. “We wanted to make it easy for the salesperson and the guest to experience it.”

The dedicated spaces also look good. “A big part of this is the visual part of it. The team did a great job of putting the look together,” Sinclair said.

Katelyn Conover, Montgomery’s chief marketing officer, said the galleries have been up and running for about four to six months, and early feedback from store leaders is positive.

“From the feedback our managers have received, it’s the best spot in the house for the gentlemen and kids who don’t want to explore,” Conover said. “The effort the team has made into putting it in store has drawn people in so they can see what smart comfort can bring into their lives.”

Sinclair said the sales numbers back up those assertations.

“We’ve seen some really nice traction from it,” he said. “The average ticket is going to go up dramatically, and that will help this product to pay for its floor space. I think consumers feel it’s different enough that it will hopefully make Montgomery’s a different experience for them.”