Perigold ‘can’t wait to connect’ with in-store customers

The digitally native luxury brand will open its first brick-and-mortar store in West Palm Beach, Fla., in the fall of 2025.

Perigold ‘can’t wait to connect’ with in-store customers

BOSTON — While its first foray into brick-and-mortar retail is still around a year away, Perigold sees physical retail as the next big chapter in its story.

The luxury retailer in the Wayfair family of brands, Perigold announced in August that it plans to open its first confirmed store next fall in West Palm Beach, Fla. The two-floor, 30,000-square-foot showroom will be situated in CityPlace, an open-air shopping, dining, art and events district.

And that’s just the beginning. Rebecca Ginns, global head of Perigold, told Furniture Today that adding brick-and-mortar to the mix is part of the plan to meet shoppers where they are in their buying journeys.

“This expansion allows us to meaningfully engage with the local communities and forge deeper connections with our customers wherever they choose to shop,” she said. “We also recognize that the majority of purchasing journeys are omni-channel in nature and the majority of home sales still take place in person, so this expansion better aligns our sales channels to how our customers are shopping.”

Ginns said while Perigold already brings brands like Century, Vanguard, Oly, House of Rohl, Theodore Alexander, Visual Comfort, Stark Rugs, Scalamandre and others to consumers in its online presentation, the showroom will build on what it does well by making the shopping experience more tangible.

“Our store selection will echo the 360-degree shopping experience we already offer with our wide range of brands and categories, being the one one-stop shop for all your home needs,” Ginns said.

Companywide, brick-and-mortar has been a growth vehicle for Wayfair in recent months. Wayfair opened a flagship store in Chicago in May to go with its Wayfair outlets. Additionally, its Joss & Main, Birch Lane and AllModern brands have opened stores of their own.

Ginns said Perigold is learning from each of these openings and is committed to bringing a compelling selection of design brands and unique pieces in an experiential setting while combining it with service, logistics and delivery to set it apart.

“Learnings are a constant for us, and the stores are no different; we have set ourselves up to pivot quickly as we figure out what works (and what doesn’t) and look forward to building this new experience alongside our partners and guests,” Ginns said.

She said West Palm Beach was selected because it’s a vibrant and fast-growing market, particularly among affluent shoppers, and it’s an opportunity to fill a need because of limited furniture and décor options in brick-and-mortar there.

“While West Palm Beach has a lot of wonderful shopping destinations, including style-focused and vintage boutiques, Perigold’s large selection of high-end styles and categories in one location makes it easy for the network of local design-savvy shoppers to find something they love all in one place,” she said.

And while West Palm will be Perigold’s first confirmed entrée into physical retail, Ginns said there’s more to come, and officials anticipate they’re going to have a hit on their hands.

“We believe our customers will be truly amazed by the breadth and quality of products we’re bringing to our store,” she said. “From an array of styles to an extensive range of categories, these offerings will be more than these markets have experienced before. We’re thrilled to invite design enthusiasts into this world of luxury in person and can’t wait to connect with our fellow design lovers.”