Furniture maker opens store in New York
A furniture maker in the region has opened a store in New York targeted at “fans” of its products.
Zeeland-based Herman Miller said last week the first and second floors of its New York “flagship” location, which opened earlier this year at 251 Park Ave. S in Manhattan, are now home to a 6,000-square-foot store.
The store is open to the public and aimed at advancing Herman Miller’s strategy of becoming a lifestyle brand.
It is the company’s second store. It also has a store in Tokyo, which opened its doors in 2010.
The New York store experience was inspired by Charles Eames, a Herman Miller partner, who said the role of the designer is that of a "very good, thoughtful host."
The store's floor plan is laid out as a modern home, with rooms that demonstrate problem-solving designs for living, working, dining, socializing and sleeping.
The display and inventory blend current and vintage Herman Miller furniture, lighting and accessories.
The store also features a curated set of complementary products from like-minded vendors and artisans from around the world: rugs from Danskina and Breuckelen Berber; kitchen and tabletop items from Deborah Ehrlich; pillows and bags from Maharam; accessories by Doug Johnston, Knotwork, Carl Aubock and Helen Levi; Nelson Bubble Lamps; and lighting from Wastberg, Noguchi and Michael Anastassiades.
Brian Walker, Herman Miller CEO, said having a physical retail presence in a major U.S. market will “further cement Herman Miller's position as a premium lifestyle brand with unrivaled multi-channel capabilities.”
“Our goal is to create fans, not customers, and this store will connect us with new fans in a tangible way," he said.
Walker said the company has made “great progress” with its consumer strategy, which has included growing the Design Within Reach studio footprint and its global e-commerce platform.
Herman Miller launched hermanmiller.com in the U.S. in 2010, and this year, it added online stores to serve customers in India and the U.K.
Herman Miller moved into the New York location earlier this year, in an effort to consolidate its brands under one roof. The flagship location also houses commercial showrooms for Herman Miller and Geiger and corporate office space for Maharam, Design Within Reach and Geiger, all Herman Miller-owned brands.
In total, Herman Miller occupies eight floors, equaling almost half of the 120,000-square-foot building.
The store is located in what Herman Miller called a “retail hub,” where Union Square, Gramercy and Flatiron meet.
Herman Miller said the tri-state area consistently ranks highest for its consumer sales.