Dive Brief:
- DTC furniture brand Floyd has opened a Los Angeles showroom in partnership with sustainably made home brand Morrow Soft Goods.
- The showroom, located in Row DTLA in downtown Los Angeles, is Floyd’s only in-person retail location at the moment, according to information emailed to Retail Dive.
- This marks Detroit-based Floyd’s first expansion to the West Coast, the company said.
Dive Insight:
By opening its Los Angeles showroom, Floyd is stepping into brick-and-mortar retail again.
The DTC brand has tested out physical stores in the past through a partnership with West Elm to open shop-in-shops in select stores and sell goods on the Williams-Sonoma brand’s website, as well as within the Floyd Shop at its Detroit headquarters, though the latter has remained closed due to the pandemic, according to the company’s website. The company also has a partnership with Airbnb to show specific products through Stay Floyd.
Some of Floyd’s most popular products, including a sectional, bed frame, mattress and modular table, will be available to see in the LA showroom. Morrow Soft Goods products, like its throw pillows and blankets, will also be featured and are intended to complement Floyd’s products, the company said in its announcement.
The partnership with Morrow Soft Goods also builds on Floyd’s commitment to sustainability.
The brand launched in 2013 “out of a reaction to disposable furniture,” the company has said. Floyd last year launched a resale marketplace dubbed Full Cycle, which sells used and imperfect products from Floyd’s assortment at a discount.
The program is part of a multi-pronged approach to becoming more sustainable by 2025, including ensuring 70% of materials come from recycled or renewable sources, minimizing packaging and eliminating single-use plastics and using 100% Forest Stewardship Council-certified wood on all products, among other things.
