Amid efforts to modernize its stores in its effort to become a “digital first, omni-always retailer,” Bed Bath & Beyond plans to reopen its revamped flagship brick-and-mortar retail location in New York City. The 92,000 square-foot store is located in the city’s Chelsea neighborhood, according to a Wednesday (July 21) announcement.
“We set out a bold strategic plan last October to become a digital first, omni-always retailer,” Bed Bath & Beyond President and CEO Mark Tritton said in the announcement. “A key component of our plan is modernizing our stores to significantly elevate in-store shopping experiences while optimizing their role in our digital-first, omni-always approach to help customers unlock the magic in every room of their homes.”
The flagship has a separate pick-up area to let shoppers retrieve their digital orders. Alternatively, shoppers can opt to have associates bring their orders outside for curbside pickup. Moreover, the flagship is among locations in a network that can provide same-day delivery orders across Manhattan.
Bed Bath & Beyond has worked with different brands to provide unique experiences at the flagship store. Those include over 20 “merchandising experiences” that feature the firm’s private-label brands in addition to national brands. In addition, the flagship provides in-store trials that will let shoppers test out products before they purchase them. One such experience is the city’s “only interactive vacuum display,” according to the announcement.
The flagship also features Café 3B (“a modern barista serving La Colombe coffee”), a SodaStream Bubble Bar and a Casper shop-in shop, according to the announcement.
As PYMNTS previously reported, Bed Bath & Beyond posted its fourth straight quarter of comparable sales growth on June 30 as it seeks to reposition itself as a “digital first, omni-always” brand.
“We are reinventing ourselves as an authority in home and repositioning the iconic company to unlock our potential for new features and sustainable growth and profitability,” Tritton previously told analysts and investors.
Bed Bath & Beyond also recently rolled out another owned brand as part of a private-label push. Wild Sage, which is designed for young adults and “the young at heart,” is available only at the retailer.