The new Charly Storage Sectional, shown here in the Rain fabric, will be one of the pieces available at Interior Define’s new showroom opening soon in Washington, D.C.
WASHINGTON – Interior Define will be opening the company’s eighth U.S. guideshop, located in Washington next week.
“With stable population growth, an increased housing demand, and Amazon’s impending HQ2, it’s an exciting time to bring our one-of-a-kind furniture experience to the D.C. market,” said Antonio Nieves, Interior Define CEO. “We’re also seeing consistently growing consumer demand, and with the success of our previous pop-up in Tyson’s Corner, we looked to this area to set up more permanent roots.”
The company said that, as with all of the guideshop experiences, the retail footprint is small and focused on providing the customer with a tangible experience of the brand to help entice online sales. Situated in the historic Logan Circle neighborhood at 1701 14th St NW, the nearly 2,000-square-foot space is located along a corridor of restaurants, retail and new developments. The new store will be open for appointments only due to the pandemic.
Over the past two months, the brand has also opened e-guideshops in Atlanta, Dallas, and Denver. This strategy is focused on the expansion of teams of local design specialists, according to the company, who are specially trained to navigate the customization process and can address each market’s unique community style.
Consumers in each city can now access more customization by working with a design specialist who can help them navigate through the brand’s design options with virtual support via zoom, phone, email chat and in-home consultations. The company is planning for four more e-guideshops by the end of the year.
Interior Define also offers additional free services, including personalized floor plans, custom mood boards and fabric recommendations. While the local design specialist team is focused on driving sales and expanding the customer base, they also play a vital role with regards to future product development and testing the appetite for Interior Define in each market. According to the company, it’s similar to the pop-up strategy but is more affordable, efficient and conducive during the current pandemic.
The company’s guideshops located in Austin, Texas; Boston; Chicago; Los Angeles; New York; Philadelphia; San Francisco; and now Washington are currently available by appointment only due to the safety restrictions put in place during the pandemic.