Interior Define, a customizable direct-to-consumer furniture brand, has opened a new permanent retail space, featuring its refreshed Interior Define Studio concept, in the Kierland Commons in Scottsdale, Arizona.
Located on North Kierland Boulevard, the new 6,758-square-foot permanent location is part of a significant retail expansion, according to the Chicago-based company. Interior Define recently opened retail locations in Baltimore and Edina, Minnesota, a suburb of Minneapolis. Earlier this year, Interior Define said it expects its retail footprint to grow from nine locations in 2021 to more than 30 stores by the end of 2022.
The concept
The company’s Interior Define Studios allow customers to see, touch and explore customization options in-person. The heart of the new stores is a Design Center featuring fabrics, cushion fills, leg options and more. There, shoppers can meet one-on-one with the company’s designers who will help guide them through the full furniture customization process. Called Design Experts by the company, they offer complimentary design consultations, including personalized mood boards, floor plan advice and insights into all aspects of the design process to help tailor products for customers.
As with the online shopping experience, technology aids the in-store selection process, the company says. While working directly with customers in the Design Centers, Interior Define designers can create renderings that show 360-degree product views, fabric combinations and sitting videos, featuring models of different heights. The service is complimentary for all Interior Define customers through virtual and in-person appointments, as well as the online chat feature.
The company’s Interior Define Studio concept is finished with “a fireplace, bookshelves and trim work to fit a modern aesthetic that feels like walking into a friend’s home,” according to a news release. Like other locations, the Scottsdale store includes swatch wall featuring more than 125 fabrics, rug swatches and leg samples, as well as a curated collection of home accessories (tables, desks, lighting and decor).
For design professionals
The Interior Define Studios are also “creative workspace for interior designers,” and design professionals are invited to use them for private appointments, client meetings and presentations, according to the company.
Design professionals can join Interior Define’s trade program to enjoy custom designs at special pricing and to receive access to dedicated trade reps available to consult on everything from product selection to floor plans and a trade-only customer experience team.
“Interior Define offers trade-exclusive discounts, upwards of 20% with free shipping and additional discounts during promotions, with exclusive access to unlimited samples of the full textile collection to spec products with ease,” the company says.
