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Milan Direct opens first Melbourne location

Online furniture retailer, Milan Direct, has opened an 800sqm pop-up showroom in Richmond, Victoria.

It’s the retailer’s first foray into bricks and mortar, which it flagged last year, and also a first for its parent company, the Temple & Webster Group.

The venture aims to tap into the next growth phase for the 10-year-old brand and follows the ‘bricks to clicks’ trend set by international online retailers such as Amazon, Warby Parker and Birchbox.

Milan Direct co-founder Dean Ramler said it’s a completely natural evolution for business to move into physical retailing.

“We’re a retailer and we need to be wherever our customers want us to be,” Ramler said. “I expect the pop-up showroom to be successful in its own right and if the international experience is anything to go by, I predict an incremental lift in online conversions as well as even more customers discover just how good our offering is in terms of quality and value.

“This store is a true omnichannel experience, giving the best of both sides of the Milan Direct shopping experience. Customers can see, touch and test the quality of our furniture and thanks to some clever in-store tech solutions, we’re also able to showcase our huge range of online products too.”

Milan Direct showroom 3

The pop-up will showcase the premium collection of furniture and homewares available from Milan Direct, with collections updating each month and selected from the extensive range of over 15,000 products available from the online store. Premium ranges from around the world are currently on display, including ranges from Creative Co-op and Ashley Furniture.

Popular brands such as Royal Doulton, Gordon Ramsay, Noritake and Laguiole are also available to purchase in-store, with larger furniture items available to view and purchase on the spot or online for next day dispatch from the Melbourne warehouse.

“This is a great opportunity to take our brand to an even broader market. We know a lot about our customers and website visitors, what they like and don’t like, what products are trending right now. We know our customers love to shop with us online, we also know there’s a segment of our customers who will really appreciate being able to see, touch and test our products for themselves to give them even more comfort about buying online with us,” said Ramler.

Milan Direct showrrom 2

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