Living out a dream. Home furnishing store crafts items for personal taste

Story by Pat Ferrier
Originally Published on February 21, 2011 in The Coloradoan
Photo Credit: V. Richard Haro/The Coloradoan

Rod Clough, owner of The Living Space, caters to anyone seeking high-quality pieces at an affordable cost.

Question: The Living Space has been in a few different places. Explain the evolution to your spot in the Opera Galleria.

Answer: In 2009, I found myself owning the old Mountain Shop building on Mason Street. With this space available to me, I opened the home-furnishings and decor store to fill a passion I had and because I felt there was an opportunity to serve a market seeking a downtown, custom furniture and design outlet. In May, I moved the store to the Opera Galleria to position the store to grow, increase foot traffic, and to synergize with other home decor and gallery outlets in Old Town.

Q: What impact has the move from Mason Street had?

A: The Old Town location has been great for a lot more exposure, but we've also been able to grow closer to our customer base and gain a greater understanding of the Northern Colorado market. We are expanding now, and our street-front presence will nearly double in March. I hope to be able to continue to grow in the coming months and years and someday offer Fort Collins a mini version of New York City's ABC Carpet & Home, which is my inspirational store for The Living Space.

Q: During the economic downturn, people put off big-ticket purchases like fine furniture. How was The Living Space affected by the downturn?

A: Because we opened near the low point of the recession, sales to start off were not strong, but I didn't really expect them to be. Since opening and learning a little more about the market, we've tweaked our product lines accordingly. We still offer higher-quality furnishings for this area, customizable in our design center when requested, and new brands that people can relate to and afford: Norwalk, Candice Olsen Home, Tommy Bahama Home and Lexington.

Q: Who do you consider to be your primary audience and primary customers?

A: Our primary audience is anyone seeking a high-quality piece of furniture that is made in the United States and isn't going to cost them an arm and a leg. For example, most of our (customizable) sofas are less than $1,900. I know you can get a sofa for a lot less at some of the competition, but it might not have your own mark, and it may not be fabricated in a socially responsible manner. Our audience is the customer that has a passion for creating extraordinary interiors for their home, not spending a fortune on it, but a little more than the discount dealer because they know dollars are supporting fellow Americans in the fragile U.S. furniture industry.

Q: What do you consider to be Fort Collins or Northern Colorado's decorating style?

A: Northern Colorado's style is as varied as its diverse population. There is no one style that defines our entire region. However, my store tends to cater to those residents who are looking for a more contemporary edge with high quality. That doesn't mean we don't have some traditional pieces in our store, too. Also, most of our customer base has either dogs, kids or both. So our style needs to be practical and made to last. I live nearby with my two girls, and the store's style is inspired by what works for our family in our Old Town home. A fun, contemporary home with beautiful furnishings, set in the landscape of Fort Collins Old Town splendor with kids running wild. That's my style, that's our style.

Q: If you could invest in only one piece of fine furniture, what would it be and why?

A: Food connoisseurs should invest in an extraordinary dining room set. Sports aficionados should invest in an extraordinary sofa. I'm a single dad running multiple businesses. So, for me, my prized piece of furniture is my bed for rest.