by A look at the high-end retailer’s 30,000-square-foot showroom
WEST PALM BEACH, Fla. — Perigold’s second foray into brick-and-mortar, full-line retail makes quite a statement. A two-level, 30,000-square-foot showroom in downtown West Palm Beach’s CityPlace sparkles in presenting fully furnished “inspirational” vignettes that cover every room of the home, including kitchen and bath.
The West Palm location joins Perigold’s flagship Houston location, a 20,000-square-foot showroom that opened in June, and it is part of a larger push by Wayfair to translate the online giant’s presence and strengths online into face-to-face retail. West Palm was targeted in part because of the market’s sales to the area online, at perigold.com, and because of South Florida’s thriving, growing design community.
“West Palm Beach is a vibrant and fast-growing market, and our customers here are already deeply engaged with Perigold online,” said Rebecca Ginns, global head of Perigold.
Launched in September 2017, Perigold features more than 150 brands, including Century, Theodore Alexander, Ralph Lauren Home, Maitland Smith, Lillian August and Vanguard Furniture.
Perigold is known for its partnerships with designers, and that approach is on full display at the West Palm location. According to the release, the store will work both with “nationally recognized names” from the interior design community, such as Marie Flanigan, Julie Neill, Evan Millard and Jessica Davis, as well as West Palm-area designers such as Helen Bergin.
As the photos here show, the CityPlace location boasts high ceilings, plenty of natural light and an outdoor balcony. Unique to the store are a dedicated sleep center, kitchen appliances and full bathroom assortments.
Ginns described the CityPlace store as a way to enter the larger world of Perigold and the perfect venue in which to meet with a designer. Through the store’s Design Services, customers can get expert help with anything from selecting a single piece to designing and furnishing entire homes. The design help comes at no additional charge.
Workspaces give customers and designers the opportunity to look at fabric swatches, tile samples and fixtures, among other design choices. Also offered are free delivery and 30-day returns on most items.
Big push into BAM
My daughter lives in West Palm Beach (she took the great photos), so I’m familiar with CityPlace, which anchors the city’s downtown retail, commercial and restaurant sector. The complex features a cineplex, green spaces, residential, hotels and a bevy of public art.
Perigold at CityPlace joins the brand’s flagship store in Highland Village, Houston, one of that city’s premier shopping districts, which opened in late June. Wayfair has both large-format stores and smaller locations for its various brands, including AllModern, Joss & Main and Birch Lane. Launched in Chicago last year, Wayfair’s big format is reminiscent of Ikea, whereas the Perigold stores remind me of Restoration Hardware locations before the RH palaces that replaced them.
Wayfair has large-format locations planned for Atlanta and Denver, as well, but has not announced any additional Perigold locations.
Boston-based Wayfair generated $11.9 billion in net revenue for the fiscal year ended March 31. Its brands include AllModern, Perigold, Birch Lane, Joss & Main and Wayfair Professional. Wayfair also operates outlet stores.
One historical note: Earlier this month, we celebrated the life and career of Diane Keaton, the actress who recently died at the age of 79. In 2021, Perigold partnered with Keaton for an exclusive e-commerce offering of lighting and furnishings and set up a curated collection online for the Keaton partnership.
Author of The House that Pinterest Built, Keaton was known for her infatuation with black and white design and statement-making décor. Her collaboration for Perigold partnered her also with Aidan Gray Home.
All photos by Mary Arden Carroll, Arden Creative.
