- Amid its offline storefront expansion, Interior Define, the direct-to-consumer furniture brand, is creating a customizable bedroom furniture collection, according to a press release emailed to Retail Dive.
- The collection includes nightstands, dressers, 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 the sustainable bedding company Buffy to create a line of bedding products, including sheets, comforters, pillows, pillowcases and shams.
Interior Define teamed up with Brentwood Home and Buffy to create mattresses and bedding with health and sustainability in mind. The mattress collection does not have ozone depletes, 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,” Interior Define Chief Product Officer Christina Holland said in a statement. “We are dedicated to providing the highest quality products and experiences for our customers. The launch of our bedroom line will further solidify Interior Define as a leader in customizable furniture for every home category, both from a quality and price standpoint.”
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 brick-and-mortar locations across the U.S. this year, called Interior Define Studios. The stores will be about 5,000 square feet on average, enough space for shoppers to browse products across its dining, lighting and decor categories.
Earlier this month, the company announced it was expanding its retail operations and opening a new permanent location in Scottsdale, Arizona. The new store features the refreshed Interior Define Studio concept where shoppers could meet one-on-one with design experts, according to the press release.
Along with Interior Define, the DTC furniture brand Burrow announced in April plans to open 10 physical stores over the next two years. To start, the company planned to open a new location in Boston, where shoppers can view products before they’re available online.
Amid rising sales, Article, another DTC furniture brand, is also building out its physical reach. In March, the brand said it plans to open fulfillment centers in Houston, Vancouver and Chicago, and has added more cities to its in-house delivery network. The company reported a 45% increase in revenue year-over-year.