As it advances grand plan to remodel stores, Bed Bath & Beyond is readying its Chelsea store in New York City for reopening on July 22 as a flagship and showcase that will deliver a significantly different shopping experience.
As the retailer characterizes it, the remodel is a complete transformation established to modernize the in-store shopping experience and help customers in their efforts to “home, happier,” as the Bed Bath & Beyond slogan goes.
The renovated 92,000 square-foot flagship, located at 620 Sixth Avenue in Manhattan’s Chelsea neighborhood, the company declared, is an expression of the new Bed Bath & Beyond and its market leadership in destination categories of bed, bath, kitchen and dining, indoor décor, and organization in the $180 billion home market.
High-stack merchandising that has been typical of Bed Bath & Beyond is gone, replaced with lower fixtures, wider aisles and carefully arranged products that the retailer hopes will inspire customers to purchase by providing what it calls a residential experience. Shoppers will find clearer sightlines and updated layout as well as the ability to use in-store digital shopping tools on the Bed Bath & Beyond mobile app and a combined presentation of own and national brands for every room of the home. As such, Bed Bath & Beyond stated, the flagship renovation emerges as emblematic of the retailer’s $250 million three-year project to remodel 450 stores as part of its overall transformation strategy.
At the Chelsea store, shoppers will get a look at initiatives Bed Bath & Beyond has established to bolster its operations. As the company announced last week, the flagship features the first shop-in-shop developed with mattress and related product maker Casper, set as an immersive in-store shopping experience taking in the company’s sleep offerings as designated for Bed Bath & Beyond customers.
The store will feature a SodaStream Bubble Bar that gives customers a chance to purchase and personalize SodaStream bottles as well as engage on-site mixologists who can offer drink ideas and lessons while demonstrating how to use the SodaStream home machine.
Indeed, more than 20 merchandising experiences will encourage shoppers to check out the company’s “owned brands” as well as Dyson and Google Nest and other national brands. In addition, Bed Bath & Beyond Chelsea will host Café 3B, a modern barista serving La Colombe coffee as a function that will contribute to the flagship’s relaxing shopping environment, the retailer asserted.
In addition, Chelsea store shoppers can set the Bed Bath & Beyond mobile app to an in-store shopping mode that allows them to better navigate the store, view additional product information and create registry lists. QR codes, prominently displayed throughout the store, make it simple for customers to shop Bed Bath & Beyond’s website for additional colors and sizes in items they encounter as well as other related products.
Introduced at the flagship reopening, a scan and buy feature will let customers immediately purchase products as they shop and bypass the check-out line. The flagship incorporates a dedicated pick-up area so customers can enter the store and grab a purchase fast. Also, the Chelsea flagship is part of a store network that can fulfill same-day delivery orders throughout Manhattan.
The July 22 grand opening event will host an appearance by CEO Mark Tritton and his executive leadership team as well as company board members including chair Harriet Edelman, along with chef and author Katie Lee Biegel as part of a ribbon-cutting event. Biegel will then address customers at 9:45 a.m. and 10:30 a.m. showcasing her favorite products for cooking and hosting while offering tips for getting the most out of Bed Bath & Beyond cookware.
In announcing the reopening of the Chelsea store as a flagship location, Tritton said, “We set out a bold strategic plan last October to become a digital-first, omni-always retailer. A key component of our plan is modernizing our stores to significantly elevate in-store shopping experiences while optimizing their role in our digital-first, omni-always approach to help customers unlock the magic in every room of their homes. Our Chelsea flagship has served the local community for decades. We’re proud to invest here and add to New York City’s ‘return to normal’ to serve residents and visitors alike.”