Crate & Barrel’s foray into hospitality appears to be paying off.
The home furnishings retailer is expected to open up to 15 in-store full-service restaurants, reported Fortune In July, Crate & Barrel, in collaboration with Cornerstone Brands, opened its first-ever restaurant, “The Table at Crate,” in its store at Oakbrook Center, Oak Brook, Ill.
The restaurant integrates the dining and retail experience across two levels of indoor and outdoor space. Most of the featured tableware, chairs and table are for sale in the store.
Crate & Barrel decided to expand the concept based on the performance of the Oakbrook site, the report said.
“It was a win right out of the gate,” Neela Montgomery, CEO of Crate & Barrel,” said at Fortune's MPW International Summit in Toronto. “It was profitable in the second month.”
In opening an in-store restaurant, Crate & Barrel is following a strategy honed by upscale rival RH, which has made hospitality key part of its playbook.