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- Amid its offline storefront expansion, Interior Define, the direct-to-consumer furniture brand, is creating a collection of customizable bedroom furniture, according to a press release emailed to Retail Dive.
- The collection includes bedside tables, chests of drawers, mirrors, bedding and eight customizable bed frames. The company has also partnered with Brentwood Home to design a collection of mattresses with two firmness levels in king and queen sizes, the company said.
- The company has also collaborated with sustainable bedding company Buffy to create a line of bedding products including sheets, duvets, pillows, pillowcases and pillow shams.
Overview of the dive:
Interior Define has partnered with Brentwood Home and Buffy to create mattresses and bedding with health and sustainability in mind. The mattress collection does not contain ozone depletion, flame retardants, formaldehyde or phthalates. Meanwhile, the bedding has sustainably dyed colorways, the company noted.
“The bedroom category is an untapped market opportunity for Interior Define,” Christina Holland, chief product officer of Interior Define, said in a statement. “We are committed to providing the highest quality products and experiences to our customers. The launch of our bedroom line will further solidify Interior Define as the leader in customizable furniture for every class of home, both in quality and price.
In addition to its new furniture, mattress and bedding collections, the DTC brand has also expanded its physical footprint. In December 2021, the company announced plans to open more than 30 physical locations across the United States this year, called Interior Define Studios. The stores will average around 5,000 square feet, enough space for shoppers to browse products in its foodservice, lighting and decor categories.
Earlier this month, the company announced that it was expanding its retail operations and the opening of a new permanent location in Scottsdale, Arizona. The new store features the updated Interior Define Studio concept where shoppers can meet one-on-one with design experts, according to the press release.
With Interior Define, furniture brand DTC Burrow announced in April plans to open 10 physical stores over the next two years. To start, the company planned to open a new store in Boston, where shoppers could view the products before they were available online.
Amid the surge in sales, Article, another DTC furniture brand, is also boosting its physical reach. In March, the brand said it plans to open distribution centers in Houston, Vancouver and Chicago, and added other cities to its internal delivery network. The company saw a 45% increase in revenue year over year.