Dive Brief:
- Anthropologie has opened its Holiday House on the Upper West Side of Manhattan in New York City, the lifestyle brand announced Tuesday.
- From Tuesday through Sunday, Anthro Perks members can schedule appointments to visit the space. Shoppers can buy a wide range of products that are showcased from Anthropologie and Terrain using QR codes that are placed in each room that link to product pages.
- During the appointments, shoppers can also get assistance and product information from Anthropologie stylists and Terrain Design Services staffers, per the press release.
Dive Insight:
Ahead of the holiday season, Anthropologie is revisiting its shoppable home strategy. Last fall, the company teamed up with Pinterest to launch a shoppable home experience in Brooklyn Heights, New York, where shoppers could use QR codes to buy products from shoppable Pinterest boards. Like its new space, the shoppable home in Brooklyn Heights highlighted furniture and seasonal decor from Anthropologie and Terrain.
The two companies partnered again earlier this year to showcase the Anthropologie Weddings bridal collections during the Anthropologie Weddings x Pinterest Trend Pop-Up. The shop highlighted emerging bridal trends.
“This year’s showhouse boasts more spaces, an expanded product range, and enhanced design elements. Our goal is to inspire and delight our customers through a variety of seasonal settings that showcases our incomparable creativity to create unforgettable experiences,” Elizabeth Preis, global chief marketing officer at Anthropologie Group, said in a statement.
As Anthropologie launches events to showcase products, the brand has played a role in its parent company’s growth. In its Q2 earnings report, Urban Outfitters, Anthropologie’s parent company, saw net sales rise 6.3% year over year to a record $1.35 billion. Anthropologie’s retail comps grew by 6.7% compared to last year, while net sales increased 8.4% in the second quarter.
