Houston, Perigold has landed. That’s right, the online design juggernaut and Wayfair subsidiary has chosen Houston’s Highland Village shopping center for its first (and so far only) brick-and-mortar store.
Turning an online retailer into a brick-and-mortar store is an interesting transition. With consumers looking to return to the throwback nostalgia of shopping with intention and returning to community vibes, it’s an ingenious move.
“We liken our experience to a department store, a Saks or a Net-A-Porter, and we hope to be a convenient place for the community. We know that people like to convene around design — so yes, we hope to be the answer to that,” Rebecca Ginns, global head of Perigold, tells CultureMap.
Referring to the space as a “store” does Perigold a major disservice — it’s so much more than that. While meaning no disrespect, the 20,000-square-foot space is what one would imagine if a Sears and a Neiman Marcus had a baby. It’s a lot, but in a fantastic way.
Extremely high-end, usually trade-only furniture lines find themselves nestled between place setting displays from dozens of brands, plus chef-grade knives by Shun. Appliances, plumbing and lighting fixtures, and tile are also available. Before worry sets in that every visit will break the bank, take comfort in knowing the store stocks more affordable options such as accessories, coffee table books, candles, and gifts as well.
This store really does have everything.Courtesy of Perigold
The folks from Perigold took the time to research Houstonians and their expectations. In a town where the local furniture emporium promises same day delivery, they knew they couldn’t play around. While it may not be same day, a local warehouse keeps larger showroom items in stock and ready for delivery in an expeditious fashion — they guarantee it.
Perigold’s design team utilized an area with plate glass walls and a courtyard to showcase outdoor furniture and accessories. Upstairs, local interior designers may use meeting rooms and workspaces to hold meetings with clients or Perigold associates.
Once shoppers pass through the chartreuse double doors, everything from Waterford crystal, Wedgewood, and Michael Aram, to the more daring Jonathan Adler is on offer. Chaddock, Fairfield, Century, and Stickley all come to play as well — with a showroom of this size, nearly every designer brand has representation.
Interestingly, there are many brands apparent, like Jonathan Adler in the village, who are showcased at Perigold. Most high end designers don’t allow what some may deem “competition” to exist in the same market as their showcase stores, but Ginns doesn’t see it that way.
“That’s something we worked through with brands when we first partnered with them in the e-commerce setting,” she says. “What they learned through that experience is that because we have such a wide reach, being featured with us ends up being an additive. So if you think of a customer searching for an item — just search for a luxury home on Google — something comes up that’s highly relevant or comparable, and that’s when they discover a lot of brands.”
On the topic of discovery, Perigold has made their in-store experience purposefully versatile, with different types of shoppers in mind. Whether someone chooses to engage one of the store’s seven product specialists, five interior designers, or simply go it alone, Perigold has it covered. Category shopping includes chairs, lighting, and almost everything else side-by-side, so there is no need to scour the store for every product decision, although that’s also possible. Shoppers who require some inspiration, or perhaps fancy a lackadaisical post-brunch stroll, will be pleased to discover that vignettes, or “style clusters,” have been curated throughout the store in the most popular home design styles.
Perigold partnered with acclaimed interior designers to create rooms in their respective styles to better assist buyers who may require inspiration. Each designer’s curated vignette features a robust mixture of brands and price points. Find transitional designs curated by Houston’s own Marie Flanigan, modern approaches by Jessica Davis, traditional inspirations by Julie and Isabelle Neil, glam styles by Evan Millard, modern glam looks from Xander Noori, and curated coastal vibes from Helen Bergin — all in one place.
“[For] that customer who doesn’t maybe know a brand, or is still discovering, we have a wide reach, and customers have found that to be true,” says Ginns. “So we are incremental and additive, but not competitive. There is just an element of discovery in the shopping process that we see a lot of [online], so we expect to see that replicated in the store.”
This store really does have everything.Courtesy of Perigold
