With a focus on strengthening its relationship with consumers, MacKenzie-Childs has opened a new store in the Soho district of New York City that allows the company to showcase its broad range of housewares and home products.
Located at the corner of Spring Street and W. Broadway, the store in downtown Manhattan was opened after the company closed its location on 57th Street as that store’s lease expired.
During an event celebrating the new location, John Ling, CEO of MacKenzie-Childs, said the closure of the company’s uptown Manhattan store offered an opportunity to rethink the company’s retail initiatives.
“This was a chance for us to restate what we are doing at retail,” he told HomeWorldBusiness.com. “We are showing our product selection more by category and have made the store more experiential.”
Interactivity is also an important component of the store, Ling said, noting its new tabletop bar allows consumers to create unique dinnerware place settings by choosing from the open stock plates, flatware and linens on display. The store also utilizes furniture from MacKenzie-Childs’ collection as fixtures to display products.
MacKenzie-Childs also has an opportunity to further expand its retail footprint, with Ling saying the company could open between five and 15 stores in the future. He did not offer a timeframe.
As the home products company expands its retail presence, it also maintains a wholesale business that includes retailers such as Neiman Marcus, Williams Sonoma, Evine and more than 150 independents.