Online furniture retailer Made.com to open central London showroom with virtual browsingComments Off on Online furniture retailer Made.com to open central London showroom with virtual browsing
The showroom will open tomorrow at 100 Charing Cross Road, Soho in a store previously occupied by bookseller Blackwell’s.
Full-scale virtual chairs, tables and sofas will be projected in the space to allow customers to browse Made’s full catalogue. They will be able to buy in store using iMacs.
The move is a significant step for the online retailer which has a showroom at its west London headquarters in Notting Hill, as well as in Leeds, and an office space where visitors can try out its goods in Shoreditch.
Made.com chief Ning Li said: “Everyone is trying to find a way to link both online and physical worlds. Online, there are no square footage constraints – space is endless – so coming up with ways to showcase our full catalogue here was a challenge.
“We’ve achieved this by incorporating digital elements but only in ways we feel add value and are not in any way gimmicky.”
Made, which is chaired by Lastminute.com founder Brent Hoberman, aims to undercut its high street rivals by shipping directly from manufacturer to customer but its showrooms have proved popular with those keen to try before they buy.