U.K. Furniture Retailer Expands into U.S., Opens 1st Store in Boston Area

January 31, 2019  by Laurie Northington in Business Strategy, Industry   

With 100 locations in the U.K., the company offers the furniture retail market on-trend, authentic hardwood furniture at affordable prices.   

Oak Furnitureland began offering online furniture sales to the U.S. market in 2016, with approximately $10 million sales to date. Company leaders selected Greater Boston as the location for its first U.S. retail, in part due to the demonstrated popularity of the brand online in Massachusetts.

Wayside was selected for its proximity to Boston, high foot traffic, and complementary retailers. In focus groups, the company offered customers three destinations around the region with Burlington earning over 75 percent of the vote in each group.

“Our customers chose the location, and there’s a strong message in that,” said Alex Fisher, CEO at Oak Furnitureland.

Covering 16,465 square feet, the Oak Furnitureland store will feature a spacious layout marked by cohesive room-sets. The store will showcase the brand’s distinctive hardwood furniture made from 100 percent solid hardwood – never particle board or veneer. With the retail store, customers can now examine the furniture firsthand, noting that even hidden elements like backs and bases are made from solid hardwood.

“If you look at retail at the moment, the way forward is multi-channel retail. It’s not just online. Having a physical presence is absolutely fundamental because consumers can actually experience it, touch it, feel it and buy into what we stand for,” said Fisher.

The store’s design is inspired by the Oak Furnitureland heritage and adapted for the U.S. market, responding to U.S. consumer focus group preference for spacious displays, curated room sets, and a customer-centric sales approach. The 16,465 square foot showroom will feature a series of opening offers for customers. The Grand Opening event will be Friday, Feb. 8 at 12 noon.