NEW LOOK FOR PRIMAS, CIGARS ON WALLACE

new-primasThe new-look Primas features bright colors and luxurious merchandise at affordable prices, the owners say. (Photo by Dustin Racioppi; click to enlarge)

By DUSTIN RACIOPPI

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Primas Home on Broad Street in Red Bank reopened last Friday, unveiling a new, bright space laid out with a lot of the eye-catching stuff it had before. Except this time, the price tags won’t make your eyes roll into the back of your head.

Back in April, the upscale furniture and accessory shop closed for renovations, part of its revamping of the business model to keep up with the economy.

After a makeover of the open-plan, vaulted ceiling space – built as the Merchants Trust Company, and later the longtime home of Carrolls Stationers – all the high-end merchandise, including the Althorp line, was sequestered to the loft space, and the 4,000-square-foot ground floor was filled with furniture, lamps and decorations with a palatable price tag.

“It’s affordable luxury. It’s like the look for less,” co-owner Valeria Ribeiro said. “We felt we needed to adjust.”

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