Which New York borough is next for Interior Define?

The new Interior Define showroom will open on April 27 in Brooklyn.

CHICAGO — Direct-to-consumer customizable furniture maker and retailer Interior Define has its next brick-and-mortar location in sight.

First reported by the Commercial Observer, Chicago-based brand DTC has signed a long-term deal for the 8,322 square foot space at 109 North Sixth Street in the Williamsburg neighborhood of Brooklyn, NY.

The new store, which opens April 27, joins two existing Interior Define showrooms in New York City, in SoHo and on Fifth Avenue. This is part of the company’s ongoing growth plan.

Andrew Neelon, vice president of finance and growth for Interior Define, told Furniture Today that it was important for the brand to establish a presence in Brooklyn because this borough generates strong business.

“Williamsburg, and generally NYC, are major markets for Interior Define, so it was important to continue to establish a strong presence in the region,” Neelon said. “The brand already has a large existing customer base here, and we believe it can only grow with a permanent store location. Additionally, this neighborhood and street is growing rapidly, with an influx of new movers and new buildings, and with that, a strong demand for furniture and home furnishings.There is such an exciting base of relevant and interesting brand neighbors.

Neelon said having interesting, high-profile neighbors was one of the main attractions of selecting the space on Sixth Street.

“Williamsburg is a unique neighborhood that is home to residences and retailers that embrace creativity and self-expression,” he said. “This Brooklyn location appealed to us because the option of having a full building allows us to have a strong presence that feels appropriate within the context of the neighborhood, whereas a smaller, online space without a lot of presence didn’t seem appropriate. Additionally, this space allows us to execute locally important initiatives and brand-inspired creative expressions, such as storefront murals.”

Thomas Lester is Retail Editor for Furniture Today and Digital Editor for Home Accents Today. A graduate of Emory & Henry College’s mass communications program, Lester spent a dozen years working for newspapers in Virginia and North Carolina covering a range of topics, from community news, government, education, ACC sports, professional baseball and more before joining Furniture Today. in 2013. Contact me with your story ideas, tips and more at [email protected]

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