The RoomPlace at Harlem Furniture has always stood out in Chicago’s highly competitive home furnishings market thanks to a long-standing emphasis on value, selection and room group concept. Now, according to chief executive Bruce Berman, the retail chain is ready to take its business to the next level.

“There’s more to furniture than just tables and chairs,” Berman says. “It should be something that complements and enhances your way of life, focusing on needs beyond simply being somewhere to sit, eat or sleep.”

To get that idea across to consumers in the 21-store, Lombard, Ill-based chain’s marketing area, the Top 100 retailer is launching a new marketing campaign entitled “Live What’s Next.” The forward-thinking campaign is based around the stores’ continuing commitment to providing customers with furniture conducive to today’s ever-changing lifestyle trends, and will carry over from its advertising to the merchandise as well.

“Not many stores can combine the convenience and value of a large store with the designer styles and feature-loaded furniture usually reserved for boutiques and specialty stores,” Berman asserts. “We can.”

As part of the new initiative, The RoomPlace at Harlem Furniture is streamlining its official name to “The RoomPlace,” and focusing on a stylish product mix that reflects contemporary decorating aesthetics. New furniture will be continually added to the selection in order to give customers easy access to the most sought-after styles and features in home decor. The goal, Berman relates, is to make The RoomPlace the area’s furniture leader in carrying “what’s next” in product innovations, color palettes and design.