In Brief

A unique partnership between a hotel and a design retailer opens up a new way to shop for furniture.

A partnership between hotel chain Aloft and Design Within Reach allows hotel guests and visitors who enjoy Aloft’s hotel furniture the opportunity to buy it on the spot.

Hotel guests can browse the furniture catalog and order during their stay, having seen and used it firsthand.


Although the hotel’s foundation is “luxury on a budget,” the catalog of 23 items includes some chairs close to $1,000. However it is an innovative approach to luxury retail with a ‘try before you buy’ twist.

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