Floyd opens a showroom in Los Angeles in partnership with Morrow Soft Goods

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Diving brief:

  • Furniture brand DTC Floyd has opened a showroom in Los Angeles in partnership with in-house brand Morrow Soft Goods.
  • The showroom, located at Row DTLA in downtown Los Angeles, is currently Floyd’s only in-person retail location, according to information emailed to Retail Dive.
  • This marks the first expansion for Detroit-based Floyd on the West Coast, the company said.

Overview of the dive:

By opening his Los Angeles showroom, Floyd is once again branching out into brick-and-mortar retail.

The DTC brand has tested physical stores in the past through a partnership with West Elm open boutiques in select stores and sell products on the Williams-Sonoma brand’s website, as well as within the Floyd Shop at its Detroit headquarters, although the latter remained closed due to pandemic, according to the company’s website. The company also has a partnership with Airbnb to show specific products through Stay Floyd.

Some of Floyd’s most popular products, including a sectional, bed frame, mattress and modular table, will be available at the LA showroom. Morrow Soft Goods products, like its cushions and blankets, will also be featured and are intended to complement Floyd’s products, the company said in its announcement.

The partnership with Morrow Soft Goods also builds on Floyd’s commitment to sustainability.

The brand was launched in 2013 “as a reaction to disposable furniture”, the company said. Floyd last year launched a resale market called Full Cyclewhich sells used and imperfect products from the Floyd range at reduced prices.

The program is part of a multi-pronged approach to becoming more sustainable by 2025, including ensuring 70% of materials come from recycled or renewable sources, minimizing packaging and eliminating single-use plastics and using 100% Forest Stewardship Council certified wood on all products, among others.

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