Michael Tanner Furnishings opened its new, 9,000-square-foot store in Cape Girardeau last weekend.

Michael Rust, a veteran in the furniture business, is targeting customers who want "good fashion, good quality and good prices."

"We'll be reaching out to consumers with high-end attitudes and middle-income budgets," said Rust. "We want to offer fashion at reasonable prices."

In planning for the new store in the confines of the existing 19,000-square-foot Rust & Martin Inc. store at 2502 Tanner Drive, Rust said he wanted the new store to fill a void in the furniture business.

"Although we're located in the Rust & Martin building, we have a two separate operations here," said Rust. "We have separate entrances, separate sales and delivery functions and markedly different atmospheres."

Rust & Martin will continue to present heavily layered, high-end vignettes in an elegant atmosphere.

Carol Burford is the new store manager. Burford previously worked with Famous Barr for 16 years.

"Michael Tanner, named for Michael Rust's 11-year-old son, "will be bright and pared down, a casual place where every item is meaningful and meant to sell itself," said Rust.

"We want people to make Michael Tanner a destination shopping facility," said Rust. "We have installed a coffee bar with bowls of free Twinkees and Moon Pies, a home design book, a magazine department, and "Bert," a Jack Russell Terrier puppy that has the run of the store.

Michael Tanner furniture resources include Stanley, Norwalk, Modulus and Thomasville. The store will also feature home accessories from many companies, including Sylercraft lamps, House Parts, Shadow Catchers and Susan Sargent.

Having these resources adjacent to Rust & Martin will have some added benefits. "Rust & Martin plans to enhance its special order and home decorating image, and Michael Tanner will be promoted as the "fun, community-oriented place to be," said Rust.

Home accents at Michael Tanner will start at about $15 retail for an imported glass clock and top off at $800 for a three-panel screen. Lamps will be available at $40 and wall art at $200.

"Michael Tanner gives us the ability to expand sales with our existing customers as well as add a new group," said Rust.