Eichholtz plans to expand retail footprint

1st US store opening in Miami foreshadows luxury furniture resource adding more stores in major metro markets

MIAMI — Eichholtz’s opening of its first U.S. store here in late April offers a glimpse into the luxury furniture producer’s planned retail expansion in major metro U.S. markets over the next two years.

The Amsterdam-based company opened the 17,000-square-foot store in partnership with longtime clients the Oroa Group run by Gaby Kloekke and Roman Rotges. Located in the heart of the Miami Design District at 3711 NE Second Ave., it has two floors showcasing the company’s signature case goods, upholstery, lighting, outdoor furniture, accessories and other décor.

“They have officially opened the doors and have already started to do business,” said Alyssa Abrams, Eichholtz marketing director, noting that the store also held a grand opening event the evening of May 24 that attracted nearly 200 designers. “It is absolutely magnificent. They actually have some products that we didn’t even have yet in the High Point showroom because they got delivery during market that we did not get in time for the market. They really have some really fabulous pieces from the latest collection. It is really a beautiful, beautiful store.”

The space is also graced with natural light that flows in through floor-to-ceiling windows. It also has a mezzanine level and a rooftop area where the company displays its outdoor furniture line.

“It really gives you that world of Eichholtz feeling,” Abrams added. “It doesn’t feel like just any furniture store you walk into. From all of our signature styling, you know you are really in an Eichholtz store.”

According to its website, Eichholtz has about 26 retail locations around the world that, like the Miami store, showcase the Eichholtz brand exclusively. It plans on establishing similar “Monobrand” stores in every major market in the U.S., as well some secondary markets, with the next stores slated for Atlanta and Denver which both have a targeted September opening.

“We are looking to be in every major metro area where there is a design scene and specially are looking to be in high-net-worth areas and ZIP codes,” Abrams added, noting that it also plans to enter secondary markets with prospective partners. “We certainly plan on expanding our footprint in the U.S. over the next couple of years.”

While there are no other stores to compare it to in the U.S. at present, the Miami store would be considered a flagship because of its size and footprint, which is slightly smaller than its just over 20,000-square-foot High Point showroom.

Stores in larger markets such as New York, Dallas and Los Angeles could be similar in size to the Miami store, although the one planned in Alpharetta, Georgia, just outside of Atlanta will likely be in the 2,500-square-foot range.

Regardless of the market, however, Abrams described the stores as a partnership between Eichholtz and the co-owners so they reflect the complete Eichholtz brand experience.

“We work hand-in-hand with our retail partners to help them design the space. We have our in-house design team that does 3D drawings of their space using our product and the recommended wall coverings and interior architecture to make sure they all represent the brand. … That is definitely what makes the key difference because we have a very strong brand identity around the world. It’s super important for us to maintain that in our new markets.”

Having its own stores will give the company not only an insight into what sells. It also will allow consumers and designers a chance to experience the luxury brand in person — a subject that came up on a panel presentation on Experiential Design that Abrams participated in during the May 24 grand opening.

“And that is something that is inherently part of our brand,” she said. “It is that experience of stepping into the world of Eichholtz and being immersed in this atmosphere, this environment we create. Not only with our furniture, but with the way the showroom smells to the floral displays. … It kind of puts it into context. Retail is not going away. It is just changing and people still want to have a luxury experience, especially when you are buying high-end furniture.”

“You want to be able touch, see and feel, but especially if you are a designer, you want to provide your customer a luxury experience so they become brand loyal,” she added. “They look for their designer to take them into that space that would have been inaccessible otherwise. Our stores are much more experience centers than retail stores.”