Oak Furnitureland, the UK’s largest retailer of solid hardwood furniture announced that it is giving its brand a “stately” new home with its first US store now open at Wayside, a shopping center in Burlington, Massachusetts.
Oak Furnitureland offers a unique proposition to the furniture retail market: on-trend, authentic hardwood furniture at affordable prices.
In choosing a location for its first US retail store, company leaders selected Greater Boston, in part due to the demonstrated popularity of the brand online in Massachusetts.
Wayside was selected for its proximity to Boston, high foot traffic, and complementary retailers. In focus groups, the company offered customers three destinations around the region with Burlington earning over 75 percent of the vote in each group.
“Our customers chose the location, and there’s a strong message in that,” said Alex Fisher, CEO at Oak Furnitureland.
Oak Furnitureland began offering online furniture sales to the US market in 2016, with approximately $10 million sales to date. The northeastern seaboard represents a leading market area for the company’s online sales, which also makes the Boston area a strong choice for the company’s initial brick-and-mortar investment.
Covering 16,465 square feet, the Oak Furnitureland store will feature a spacious layout marked by cohesive room-sets. The store will showcase the brand’s distinctive hardwood furniture made from 100 percent solid hardwood – never particle board or veneer. With the retail store, customers can now examine the furniture firsthand, noting that even hidden elements like backs and bases are made from solid hardwood.
“If you look at retail at the moment, the way forward is multi-channel retail. It’s not just online. Having a physical presence is absolutely fundamental because consumers can actually experience it, touch it, feel it and buy into what we stand for,” said Fisher.
In its new US home, Oak Furnitureland represents a retail concept that is authentic to the brand and the regional consumer. The store’s design is inspired by the Oak Furnitureland heritage and adapted for the US market, responding to US consumer focus group preference for spacious displays, curated room sets, and a customer-centric sales approach. The 16,465 square foot showroom will feature a series of opening offers for customers.
Oak Furnitureland has 100 locations across the UK.
The Grand Opening event will be Friday, February 8th at 12 noon.
About Oak Furnitureland: Founded in 2006 in the UK, and online in the USA in 2016, Oak Furnitureland specializes in the highest quality 100 percent solid hardwood furniture and stylish sofas at affordable prices. The company is opening its first US showroom in Burlington, MA in January 2019.
Visit us at www.oakfurnitureland.com and at Wayside, 6 Wayside Road Burlington, MA.
About Wayside: Located off Exit 33A of Route 128/I-95 in Burlington, MA, Wayside has 195,100 square feet of retail space with 30 shops, services, and eateries including L.L. Bean, West Elm, Eileen Fisher Company Store, Ethan Allen, Seasons 52, and The Capital Grille. For more information, visit www.shopwayside.com.