by With 180,000 square feet of new retail space, President Seth Goldberg explains how the retailer is leaning into fast delivery and tech-forward showrooms to fuel growth
LIVERPOOL, N.Y. — Home News Now Top 125 retailer Raymour & Flanigan is continuing its strategic expansion, announcing plans to grow its New England footprint following better-than-expected performance at its Millbury, Somerville and Natick locations in Massachusetts, which opened in 2018, 2024 and 2026, respectively.
Raymour & Flanigan has identified two upcoming showroom sites: a 75,000-square-foot space at 96 Commonwealth Ave. in Danvers, Massachusetts, which will extend its North Shore reach, and a 105,000-square-foot flagship at 310 Daniel Webster Highway in Nashua, New Hampshire. Both locations are scheduled to open in late 2027.
“Nashua is a market that’s, in some ways, an extension of the Boston market, right over the border in New Hampshire,” said Seth Goldberg, president of Raymour & Flanigan. “New Hampshire is very attractive because there’s no sales tax there, so it’s a great retail corridor, and we have the operational and delivery infrastructure already built out in Boston to support further growth.”
Beyond adding more than 180,000 square feet of combined retail space, the expansion relies on Raymour & Flanigan’s established Boston-area delivery hub, supporting both current stores and future growth with quick delivery on 98% of its products.
“I think the expectations of speed and convenience are rising to new levels based on how consumers are shopping across different sectors,” Goldberg said. “Obviously, Amazon has set a very high bar in that regard, so we’re constantly trying to offer our consumers the best shopping experience, and we believe a core tenet of that is offering delivery in three days or less.”
The retailer is also modernizing its in-store presentation to meet evolving consumer interests.
“As it relates to immersive audio and new technology coming into many products, we feel it’s important to best highlight those features to create exciting areas in our stores that show off these new products, which are very attractive to customers,” Goldberg said. “So the areas we’re creating are inspiring, exciting and tech-forward.”
In addition to updating its showroom concepts, Raymour & Flanigan is leaning into its growing identity among consumers as a destination for sleep. Both of the retailers’ upcoming showrooms will have dedicated Sleep Centers.
“The living room category and the mattress category are the strongest categories for us,” Goldberg added. “Our Sleep Centers are a really important part of our business, and (mattresses) are continually growing as a percentage of our total sales.”
For bedding, Raymour & Flanigan currently offers a mix of national, luxury, direct-to-consumer and private-label brands, including: Aireloom, Beautyrest, Bedgear, Birch, Helix, Hush, Kingsdown, Leesa, Purecare, Purple, Serta, Sleep by Raymour & Flanigan, Smartlife by King Koil, Stearns & Foster, Tempur-Pedic and Tuft & Needle, which range from $299 to $10,098.
To support the company’s expansion, Raymour & Flangian plans to increase its workforce. The retailer plans to add approximately 15 to 20 associates per store, with new hires on boarding and training at existing showrooms before opening day. Hiring also remains ongoing at the regional delivery facility.
Despite broader economic headwinds, Goldberg said the retailer remains focused on growth and execution.
“We have a long reputation — almost 80 years — of serving our customers well,” Goldberg said. “We’re building upon that legacy and evolving and transforming our business to meet the needs of consumers today. So, despite external circumstances, for us it’s more about controlling what we can control, especially as it pertains to our customers’ and our associates’ experience.”
