Crate & Barrel has debuted a new flagship store in New York and everywhere else, creating and launching a virtual version online.
The immersive virtual store is a digital replica of the flagship, allowing customers to shop more than 450 products digitally and enjoy services such as swatch ordering, Crate & Barrel noted.
Crate & Barrel matched the assortment and services inside the store to the location, Crate & Barrel asserted, which features best-selling items across every home category in addition to artisan products inspired by the city’s creative community, including those from Smithey Cookware, Jono Pandolfi dinnerware and Apotheke.
A design desk at Crate & Barrel Flatiron is an expansive feature of the store. It provides free design and trade services and more than 50 feet of tangible design inspiration, including swatches, hardware, fixtures and wood samples. The design desk operates across two floors and is staffed by up to 30 New York-based designers, equipped with extensive training and prepared for projects of all sizes across the city.
Other features include registry services, monogramming, a botanical shop with an expanded assortment of dried botanicals for do-it-yourself arrangements or on-site styling by an expert and one-day delivery. In addition, the store offers home renovation products from bathroom vanities that are exclusive to the store as well as access to dinnerware and entertaining options for restaurant trade.
The store also offers the largest Crate & Kids location the company operates. The Crate & Kids occupies a shop within the shop at the new Flatiron flagship, with highly-specialized kid and baby products curated to address city parents’ needs, including toys, gear and wall decor only found at the flagship location, Crate & Barrel noted.
“This historic building embodies Crate & Barrel, blending classic and timeless design with a modern vision for a true flagship experience that feels right at home in the heart of New York City,” Sebastian Brauer, Crate & Barrel senior vp of product design, visual, said in announcing the flagship store opening. “We preserved the original neoclassical columns, brought in natural light with a modern staircase and a custom tile wall.”
Crate & Barrel CEO Janet Hayes added that the store represents the future of the Crate & Barrel brand.
“This flagship store embodies our commitment to inspiring and supporting customers at every step of their home shopping journey. As we continue to invest in our customer experience, we know the ability to experience our brand and services is essential to creating a home with purpose.”
As part of the store opening, Crate & Barrel is hosting the Flatiron Food & Design Festival onsite through December 19, an event that will include opportunities to meet company design and food partners such as Athena Calderone and Molly Baz. Shoppers can join design discussion panels, food demos, in-person monogramming and other programs.
