Pro Tip: As DTC brands look for growth, creating in-store experiences that play up brand storytelling helps bring consumers into their retail ecosystem. Tactile physical environments are beneficial across sectors to bridge the gap between products and consumers — and help to define the brand value proposition.
Avocado Green Mattress, an organic sleep products retailer, recently opened its newest “Experience Center” in Palo Alto, California. The store showcases Avocado's natural, eco-luxury mattresses and furniture, organic and natural bedding, loungewear from its responsible fashion line, and its clean skin and body products.
“We designed our Palo Alto Experience Center to be the ideal version of a home: warm, comfortable, inclusive,” Joanna Harrison, Avocado’s director of interior design, told Retail Leader Pro.
According to Harrison, seeing and feeling is believing, so the retailer encourages consumers to spread out on Avocado mattresses and toppers; feel its lavish throws, sheets and apparel; try its body oils; rest their heads on its pillows; and touch the textured, reclaimed wood of Avocado’s furniture.
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