MANHASSET, N.Y. — The front windows of Theodore Alexander‘s recently opened furniture retail store offer across-the-street views of a stretch of Long Island’s "Miracle Mile," a luxury shopping district that includes high-end boutiques for brands like Gucci, Cartier, Prada, Louis Vuitton and Chanel.
Referenced by some as the "Rodeo Drive of the East Coast," Miracle Mile is a high-end retail destination for consumers, and the luxury legacy of the location was a key factor in the decision to open the first Theodore Alexander store, according to Ed Teplitz, president for Theodore Alexander.
"While 2025 was a challenging economic year with many uncertainties, it was important to us not to let the unknown paralyze strategic moves for our company," said Teplitz.
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George Cheong, left, store owner, and Ed Teplitz, president of Theodore Alexander
George Cheong is the owner and operator of the Manhasset store.
"This specific opportunity arose in 2024, and while many things have changed since then, we have stayed committed to our vision to open this location and to fill a niche in the Manhasset area of Long Island," said Cheong. "There is never going to be a 100% fail-proof time to take a chance on an opportunity like this, but after careful consideration, the location, audience and the opportunity to put Theodore Alexander forward in this manner were too well-aligned to pass up out of fear of the unknown."
The 41,000-square-foot store had a soft opening in September, and Cheong said customer response has been positive.
"The Manhasset community has responded very favorably to the new store. Consumer walk-in traffic has been strong, and orders for September through November have greatly exceeded our initial estimates. We are looking forward to this continuing as we head into 2026," he said.
Theodore Alexander is introducing World Casa, an affordable price point and smaller scale collection developed for e-commerce, at the Manhasset store.
A recent visit to the store showcased expansive lifestyle vignettes of Theodore Alexander collections including Althorp, Spencer London, Judith Lieber Couture and Alexa Hampton, along with a new sister brand to Theodore Alexander, World Casa.
Teplitz said that the introduction of World Casa at the store has been well-received and is serving as a "great way to gather in-person feedback and consumer insight" that will allow Theodore Alexander to "nurture this new brand online."
"In early 2026, we will introduce a new sister brand of Theodore Alexander, World Casa, to the world of e-commerce. The World Casa product assortment features smaller-scale, high-quality living, bedroom and dining furniture at accessible starting price points, designed specifically to perform well in an ecommerce environment," Teplitz said.
World Casa highlights "timeless, versatile designs" that easily translate to online commerce and that can be integrated into a wide range of interiors, regardless of style or location, he explained. Additionally, the price points expand consumers’ budget accessibility to Theodore Alexander’s upholstery and case goods.
"These attainable price points create a natural entry into luxury furniture for younger consumers and first-time homeowners, encouraging early brand engagement while building an appreciation for craftsmanship and detail. As customers’ needs and budgets grow, World Casa positions Theodore Alexander to evolve with them, supporting conversion today and cultivating future loyalty to the brand’s higher-tier offerings," said Teplitz.
Building brand awareness at retail
The physical location of the Manhasset store aligns Theodore Alexander with luxury fashion brands in the Long Island community and offers local consumers an in-person opportunity to experience a comprehensive assortment of the company’s furniture firsthand. Teplitz said that the strategy is one that will strengthen the Theodore Alexander brand in a competitive marketplace.
The Althorp collection by Lord Charles Spencer is one of the groups shown in several settings in the new store.
"The opening of the Theodore Alexander Manhasset Design Center is not intended to replace or compete with our valued retail partners, but rather to strengthen the Theodore Alexander brand in a way that benefits our entire retail network," he explained. "Brand building and brand awareness rank at the top of our priorities list in the near future.
"By increasing consumer recognition of the Theodore Alexander name and reinforcing its association with luxury, quality and exceptional service, we are actively priming customers before they ever walk into one of our retailers’ showrooms," Teplitz continued. "This heightened awareness supports our retail partners by driving more informed, motivated customers to their doors, already familiar with the value and positioning of the brand."
Cheong noted that planning is underway for numerous events at the store in 2026 with a goal of introducing and reintroducing Theodore Alexander to consumers, retailers and interior designers. Teplitz added that the store can also function as a showroom extension of sorts, providing an immersive opportunity that supports high-end furniture engagement.
"We are keenly aware that the breadth and depth of Theodore Alexander’s assortment is extensive and that few retailers have the space to floor more than a curated selection of what we offer. For this reason, we view our design center as a natural extension of our retailers’ showrooms," he said. "The space allows us to present a wide range of pieces, styles and collections that may not be practical for other retail floors but may be highly relevant to specific customers.
"We welcome our retailers’ sales teams to bring their clients into the space to explore these additional offerings, immerse themselves in the brand and gain a deeper understanding of the craftsmanship and value behind the product. Our goal is not to divert business from our partners, but to enhance the overall consumer experience in a way that elevates the brand and supports shared success."
The support extends to the interior designer community as well, according to Teplitz. Noting that Theodore Alexander has a strong clientele of designers in the Long Island area, he explained that the Manhasset store provides a way for the company to stay connected with its designer customers outside of the usual market cycle.
"The purpose of the Theodore Alexander Manhasset Design Center is to be as beneficial to the designer as it is to the consumer. As a designer sells high-end furniture to a client, we understand these pieces are going into some of the most-used rooms of a home. Being able to take your client to sit in our upholstery, or sit at the head of the dining table, where they will make memories for decades to come, is important.
"Theodore Alexander pieces are not temporary items you bring into a home, nor are they impulse buys," concluded Teplitz. "They last for many years and are often passed down to the next generation. These purchases are not often made lightly, so experiencing the item in person changes the confidence in the sale, whether you’re an interior designer or end consumer."