Interior Define to Triple Retail Footprint in 2022

December 8, 2021  by Laurie Northington in Business Strategy, Designer Weekly, Industry   

The new "Interior Define Studios" will allow customers the opportunity to see, touch, and share the endless customization options in person by showcasing all the fabrics, cushion fills, leg options, and more. 

In addition to the rapid expansion of brick-and-mortar locations, Interior Define is also chasing larger store footprints to accommodate the growing breadth in their product assortment. The stores will be an average of 5,000 square feet, or an increase of approximately 200% over the current store size. The increased size will allow Interior Define to showcase over 80% of their current product assortment on the floor and make room for growth across recently introduced categories including dining, lighting, and decor, along with the new product categories to come throughout the year.

"Being a data first brand, we know where our existing and future customers are," said Antonio Nieves, CEO at Interior Define. "When we open new Interior Define Studios, we see higher engagement, conversion rates, and NPS scores. The brick-and-mortar experience gives us an opportunity to educate our customers on our key value proposition, which is customizing a one-of-a-kind piece specifically designed to fit their space. Having physical studios provides more ways for our community to engage with the brand in addition to our online experience, adding another layer in the process of bringing the design vision to life." 

This aggressive expansion comes after a big year for Interior Define in 2021. Interior Define significantly grew the product assortment in 2021 and there was a more than 4x increase in product categories over the last year with similar growth plans strategized for 2022. Interior Define launched four new sofa collections and added in additional customization options with more bumpers, corner sectionals, additional depths, and sleeper upgrades.

The core of Interior Define's business comes from its commitment to customizable pieces at a more affordable price point, so they also launched more than 50 new fabrics in 2021 with 80% of the assortment Oeko-Tex certified. Interior Define re-launched the dining collection with dining chairs, counter stools, dining tables, benches, and buffets, and expanded into over 10 new categories to build out the living room, dining room, and home offices to help customers create an entire space that is uniquely theirs. Interior Define will continue to build out the lifestyle segment into 2022 with an aggressive roadmap of product introductions. 

Interior Define has always offered customers the optionality to meet 1:1 with the talented team of Design Experts to help guide them through the full customization process, start to finish, at no cost. Similar to the online experience, technology will also play a major role in the Define Studios, providing Design Experts with the data and tools they need to better serve the customers. Design Experts have the ability to create renderings for customers that show 360-degree product views, fabric combinations, and sitting videos featuring models of different heights, while working directly with the customers in-store..

"People are the heart and soul of Interior Define, so we always try to put the customer first," said Jill John, chief customer officer at Interior Define. "Our Design Experts take the time to listen to each and every customer and understand exactly what they need for their custom-designed space. We then help bring each project to life through mood boards, room planners, our augmented reality app and other design tools that help the customer envision their custom design in their home. Whether online or in-store, we want to always deliver a high-touch, unique experience to each of our customers." 

New stores will be opening in Dallas in November, Atlanta in December, and Charlotte in January 2022, with Santa Monica and Minneapolis to follow shortly thereafter.