Dive Brief:
- As it grows its physical store footprint, DTC furniture brand Burrow has entered the Canadian market, according to a Thursday press release emailed to Retail Dive.
- Canadian shoppers can now purchase items on the DTC brand’s website from its various furniture collections and customize them to fit their home decor style, according to the press release.
- The brand is now shipping its products directly from its greater Toronto area warehouse and offering customers free delivery on all orders, per the announcement.
Dive Insight:
Leading up to its expansion into Canada, Burrow experimented with ways to showcase its products to offline consumers.
The brand partnered with coffee shops to display its furniture, but discontinued those collaborations after discovering that having everyday crumbs in between the cushions of its furniture pieces was off-putting to potential buyers. The company debuted its first showroom in New York City, where customers could test out furniture and watch Netflix as well as attend networking and happy hour gatherings.
The company has since been plotting a physical store expansion. In April, the company announced plans to open 10 storefronts over the next two years, the first of which would be opening in Boston. At its stores, shoppers can view products before they are for sale on its website. In the press release announcing its entry into Canada, the company noted that it also has stores in Atlanta and Los Angeles.
“Since launching in the U.S. in 2017, our decisions have been motivated by customer feedback. In conversations with Canadian friends and family, we learned there were similar frustrations around the traditional furniture-buying process – from a lack of product selection to delayed delivery,” Stephen Kuhl, co-founder and CEO of Burrow, said in a statement. “We’ve been thoughtfully planning this expansion to make sure we could offer Canadian home and condo dwellers alike the complete Burrow experience. As we expand our assortment in the years to come, we’re focused on simplifying the modern furniture shopping experience and bringing it to an even broader demographic.”
