Home Quarters to Jordan's Furniture
Underprice Way, Natick, MA, 01760
Facility built: 1994?
Facility opening: 1998
stores in former: Home Quarters (HQ)
stores: Jordan's Furniture, Kelly's Roast Beef, Comcast IMAX 3D Theater
at Jordan's Furniture
(Store) website: http://www.jordans.com
days of the era of True Value and Ace, but before Home Depot, the
kingpins of the home improvement industry were Kmart's Builders Square
concept, and a company known as Hechinger.
Hechinger operated home improvement stores under the name Hechinger,
but was better known in New England for its Home Quarters (HQ) concept,
which was devised in 1985. One of the first stores in the area was
located in Shrewsbury on Route 9. However, due
to the the prosperous economy and the demand for a home-improvement
store in MetroWest, Hechinger decided to build an HQ store upon a large
directly south of route 9. The roads and the parking lot of the
store would be located in Framingham, and the building itself would be
located in Natick. Store
construction began in 1994 and the store opened in 1995. However, the
store faced fierce competition from the Home Depot on Speen Street that
opened shortly after. The two fought harshly for the small (at the
time) do-it-yourself market, and Home Depot won the battle. The HQ
store closed in either 1996 or 1997, with the entire company following
shortly after. The store was a decent place to shop, and appeared to be
a smaller version of Home Depot, and I specifically remember a large
fan department and a nice greenhouse.
store's closure, the site remained vacant for a short while. Soon
enough, Jordan's Furniture, a locally based furniture company notorious
for it's advertisement that imitate well-known campaigns, decided to
reuse the site as it's MetroWest superstore, bringing along with them
the Revere-based Kelly's Roast Beef, another popular local chain known
for roast beef and fried clams. Following an extensive renovation, the
store opened in 1998, and the
road connecting the store to route 9 was renamed Underprice Way.
with the HQ store was its location. Boards and other construction
materials routinely fell off of overloaded trucks and other vehicles
trying to climb the massive hill. This has not been an issue for
Jordan's Furniture as their products are transported in cube trucks.
Another interesting factoid is
that HQ claimed that the store was located in Framingham, proven
further by the
fact that their phone number used the Framingham exchange 872. However,
Jordan's claims to be located in Natick at present.
Jordan's Furniture provides an element of "shoppertainment". The Nashua
has free cookies, the Avon store has a motion ride, and the Natick
store was given a Mardi Gras theme. But to take furniture shopping to
the next level, Jordan's added an IMAX theater to the right side of the
store in August 2002. The theater became an immediate success, so much
so that the company incorporated a theater into its Reading store,
which opened in 2004.
My Pictures: Taken June 18, 2006
of Jordan's Furniture, in the former Home Quarters building. Note the
purple parking lines; Jordan's even carries the Mardi Gras theme
outside. Kelly's Roast Beef is located to the left of the massive
picture of an HQ in North Carolina, to
give you a sense of what the Framingham/Natick store looked like;