Until recently Burrow lived primarily online, currently set to opening its own physical retail space to build engagement by letting visitors test out products as well as create their own sharable movies

Burrow, online furniture retailer specialized in the sale of mid-century modern style sofas made in America, is establishing its first brick-and-mortar location in New York City. After hosting several pop-up retail partnerships with other businesses, including a brewery and a co-working space, the brand will now operate its dedicated location.

Taking a cue from online companies like Casper, Burrow is expanding into brick-and-mortar retail to give consumers the opportunity to try products and interface with the brand in the real world. Called Burrow House, the location won’t be the average staged furniture warehouse, however: The SoHo location will feature a lounge area complete with fireplace, a private movie screening room and a green screen set up so customers can make their own movie—all while testing out Burrow’s armchairs and sofas.

Burrow’s goal for the physical space is not only to augment its online presence, but also build brand engagement with consumers, providing them with entertaining and sharable experiences that promote interactivity while better informing potential buyers in the pre-purchase stage.

Burrow


Lead image: Burrow via Twitter

Burrow, online furniture retailer specialized in the sale of mid-century modern style sofas made in America, is establishing its first brick-and-mortar location in New York City. After hosting several pop-up retail partnerships with other businesses, including a brewery and a co-working space, the brand will now operate its dedicated location.

Taking a cue from online companies like Casper, Burrow is expanding into brick-and-mortar retail to give consumers the opportunity to try products and interface with the brand in the real world. Called Burrow House, the location won’t be the average staged furniture warehouse, however: The SoHo location will feature a lounge area complete with fireplace, a private movie screening room and a green screen set up so customers can make their own movie—all while testing out Burrow’s armchairs and sofas.