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Interior Define opened its most recent location in Seattle, which offers a larger footprint than previous locations. The next locations to open will be in Atlanta and Charlotte, N.C.
CHICAGO — Custom furniture maker Interior Define plans to open 30 new stores in the coming year and to introduce eight new product categories, starting with new stores in Atlanta this month and in Charlotte, N.C., in January 2022, with Santa Monica, Calif., and Minneapolis to follow shortly thereafter.
“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. ”
Nieves said that in addition to the rapid expansion of brick-and-mortar locations, the company is also chasing larger store footprints to accommodate the growing breadth in its product assortment.
The new 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 more than 80% of its current product assortment on the floor and feature recently introduced categories including dining, lighting and decor, along with the new product categories to come throughout the year.
This aggressive expansion comes after a big year for the company. In 2021, Interior Define significantly launched four new sofa collections and added customization options with more bumpers, corner sectionals, additional depths and sleeper upgrades.
“People are the heart and soul of Interior Define,” said Jill John, Interior Define’s chief customer officer. “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.”
Interior Define offers customers the opportunity to meet one-on-one with 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 new Define Studios, which provide experts with the data and tools they need to better serve the customers.
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