Even though Perigold’s first venture into physical retail won’t happen for another year or so, it sees this as the next significant development in its history.
Perigold, a luxury retailer inside the Wayfair group of businesses, revealed in August that it would be launching its first location in West Palm Beach, Florida, in the fall of 2019. The 30,000 square foot, two-story showroom will be located in CityPlace, an outdoor entertainment, dining, shopping, and art zone.
And that’s only the start. According to Rebecca Ginns, worldwide head of Perigold, meeting customers where they are in their purchasing journeys includes including brick-and-mortar stores. This was stated in a Furniture Today interview.
“This expansion enables us to establish deeper connections with our customers wherever they choose to shop and to meaningfully engage with the local communities,” the spokesperson stated. “We also understand that most home sales are still done in-person and that most purchasing journeys are omni-channel in nature, so this expansion better aligns our sales channels to how our customers are shopping.”
Ginns stated that although Perigold now uses its online platform to promote brands such as Century, Vanguard, Oly, House of Rohl, Theodore Alexander, Visual Comfort, Stark Rugs, Scalamandre, and others to customers, the showroom will expand on existing strengths by enhancing the in-person purchasing experience.
“Being the one-stop shop for all your home needs, our store selection will echo the 360-degree shopping experience we already offer with our wide range of brands and categories,” Ginns stated. “Providing an experience where customers can physically touch and feel the quality of our products and see the designs in person will always be beneficial, above all else.”
Brick and mortar stores have been Wayfair’s corporate growth engine in recent months. May saw the opening of Wayfair’s flagship shop in Chicago to complement its Wayfair outlets. Its Joss & Main, Birch Lane, and AllModern brands have also debuted in standalone locations.
According to Ginn, Perigold is dedicated to offering a distinctive assortment of design brands and one-of-a-kind items in an immersive environment, combining it with service, logistics, and delivery to make it stand out. The company is also devoted to learning from each of these openings.
“We always learn from our experiences, and the stores are no different. We have prepared ourselves to change course quickly as we determine what works and what doesn’t,” Ginns stated. “We look forward to creating this new experience with our partners and guests.”
According to her, West Palm Beach was chosen because it is a thriving and quickly expanding market, especially among affluent consumers, and it presents a chance to meet a need as there aren’t many options for furniture and décor in brick and mortar stores there.
“The network of local design-savvy shoppers finds it easy to find something they love all in one place with Perigold’s large selection of high-end styles and categories in one location, even though West Palm Beach has many wonderful shopping destinations, including style-focused and vintage boutiques,” the spokesperson said.
Although Perigold’s first foray into physical retail will be in West Palm, Ginns stated that there would be more, and authorities believe they will have a hit on their hands.
“We think the variety and caliber of products we’re bringing to our store will genuinely astound our customers,” the spokeswoman added. “These offers will be more than these markets have ever seen, ranging from a wide range of styles to an extended range of categories. We are excited to meet other design fans and are happy to welcome them in person into this world of luxury.
