Article opens bricks-and-mortar storefront in Vancouver

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Article launched as an online, modern furniture and decor retailer in 2013 and, over the last ten years, has built a solid following in Canada and the United States. The outfit has opened its first bricks-and-mortar location in Vancouver’s Strathcona neighbourhood (a handy 10-minute walk from the company’s head office).

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The brand’s VP of category management, Rebecca Andrews, shares some insights into why now and what people can expect.

Enhanced shopping experience

As a brand, they’ve always tried to make it as easy as possible for their customers to create stylish, hard-wearing homes at a good price, says Andrews.

With their physical shop, they’re hoping to cater to those who really like to experience products first-hand before buying.

“Those who find joy in shopping for furniture in-store,” she says.

Listening and adapting

Listening to their customers and adapting to meet their needs is a big part of their success, says Andrews.

“From improving the quality and speed of our delivery service to launching custom upholstery options for the first time we approach every area of the business with a customer-first mindset,” she says.

Initially, Article’s catalogue was mostly living and dining room furniture, with a real mid-century modern focus. This style is still important to their brand, but their furniture and decor now also reflect Scandinavian and coast designs.

“We’ve enjoyed going deep into soft Scandi designs that give a lightness and airiness to a room and playing with blond woods and textured fabrics like bouclé and shearling,” says Andrews.

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“More recently, we’ve layered our coastal style with the rustic touches of a modern farmhouse esthetic, earthy tones and warm neutrals to achieve a more modern take on the farmhouse look for a country retreat,” she says.

Their products now feature more bold shapes and forms, says Andrews.

“We’ve had a lot of fun playing with pops of colour and pattern and incorporating mixed materials like warm woods, brass and travertine into our designs,” she says.

Along with living and dining room furniture, they now sell bedroom, home office and outdoor furniture.

Comfort and function

Article has a real “needs-focused mentality” when it comes to the products they sell, says Andrews.

“Recently, we’ve put a lot of time and attention into the living room category to introduce new sofa styles and grow the colour, upholstery, and seating options on our top-selling sofas,” she says.

Over the past two months, Article has added “more than 500 new seating options” to their living room category, she says.

“We also introduced new sleepers, storage sofas and sectionals, and seating options to add more functionality and versatility to Article’s living room assortment.”

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Challenges opening a physical retail space

It’s a challenge to reflect how large their online product offering is in a 4,000-square-foot space, says Andrews.

“The focal point of the store is the design centre where customers can explore upholstery and colour through fabric swatches, discover our full catalogue online, and create mood boards with design advice from our team,” she says.

“Large fabric swatches are on display for customers to explore, and small fabric swatches are available for them to take home and test in their space.”

How has COVID changed things?

The focus on staying home during COVID and the growth of e-commerce benefited furniture brands like Article, says Andrews.

“Consumers changed the way they used their homes, and as a result, their needs changed,” she says.

Their typical customer is looking to create a functional, comfortable and highly personalized space, she says.

Plenty to look forward to

Andrews says they can’t wait to see people’s reactions in the store’s initial weeks and months.

“We’ve put a ton of effort into making sure the online shopping experience is delightful for our customers and hope the store offers them the same experience,” she says.

Article’s new neighbours include luxury linen bedding brand Wilet.

“Strathcona is known for its sense of community, and we’re excited to continue to be part of that with our first store.”

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