REAL ESTATE

Canadian furniture and home décor brand expanding its U.S. footprint

BY Marianne Wilson

EQ3 is moving eastward.

The Canadian-based retailer and manufacturer of modern furniture and home décor has opened a store at The Shops at North Bridge in downtown Chicago, with another opening in the city’s Lincoln Park area this summer. And in late summer, the brand will open a flagship in Manhattan. The new stores will join EQ3’s existing U.S. locations, in Emeryville, Calif., and San Francisco.

“We are very excited to bring our unique product offering into the Chicago and New York markets,” said Mark Letain, president EQ3. “As a company that designs and manufactures most of what we sell, we believe in and stand behind our products and are committed to providing customers with the high-quality, modern design that they expect.”

EQ3’s store at the Shops at North Bridge reflects the company’s latest concept. It is designed to create a residential feeling, with a layout that encourages a “meaningful meandering” throughout the space. Displays highlight the stories behind the products and their designers, and how the merchandise can be shaped to suit a customer’s home.

The design center, a centralized area within the store, has been reimagined to help simplify the shopping experience. It provides free design consultations, details about the customizable furniture options, from sofas to coffee tables, upholstery swatches, takeaway catalogues and seasonal lookbooks that highlight new products and the stories behind them.

With each location, EQ3 said it will continue to evolve its retail experience and concept, adapting to the ever-changing market. For example, EQ3’s Lincoln Park outpost will showcase larger deep-seated sectionals, dining tables, credenzas and more, while the product lines in New York will introduce smaller sofas and modular furniture, including expandable tables, storage and accessories.

“We want to inspire customers to come across a variety of items they maybe didn’t know they were looking for, solutions they didn’t know they needed, and introduce them to newly released designs in a unique way,” explains Thom Fougere, creative director of EQ3. “Our goal was to add clarity and ease, empowering customers to make design decisions personalized to them.”

Founded in 2001, EQ3 champions original design and domestic manufacturing. Along with its exclusive product line, EQ3 has expanded its retail offering by partnering with iconic brands including Herman Miller, Marimekko, Vitra, Casper, and more. It has eleven stores across Canada, three U.S. locations, and a wholesale and e-commerce presence.

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