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Online retailers head to SoHo for the holidays

With the holiday season upon us, online pureplays have begun to open physical outposts throughout SoHo, New York. These stores allow retailers to reach a large audience during the height of the holidays, and gives consumers the opportunity to try before they buy.

New York-based Associate Editor, Taryn Tavella had the opportunity to check out these retail destinations.

The first stop was Floyd Homecoming, the shoppable apartment curated by Detroit -based furniture company Floyd Detroit. The apartment features the flat-packed furniture including their newly released sofa. All month long the space hosted workshops, panel discussions, and limited edition branded merchandise.

Located right on Spring Street in the heart of SoHo, Brooklinen‘s temporary storefront displays the brand’s three classic, luxe, and linen lines. Visitors have the opportunity to feel the 480-thread-count sheets for themselves and enjoy a relaxing cup of coffee or tea in their cafe area at the back of the store.


The year-old online dinnerware company, Year & Day has opened its first brick-and-mortar shop this season. The brand features its range of casual dinnerware, flatware, drinking glasses, and a curated selection of gift items including cookbooks and vases.

These online shops are just a few of many dipping their toes in creating a physical retail experience.

Read up on more store openings from across the season here, on WGSN Lifestyle and Interiors.

The post Online retailers head to SoHo for the holidays appeared first on WGSN Insider.

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