Cult-favorite furniture brand has been around since 2014, but outside of their Detroit showroom, you've only been able to shop their popular pieces online. Today, that all changes, thanks to a new collaboration with West Elm.
West Elm and Floyd actually go way back—to 2016, that is—when West Elm started retailing the brand's first-ever product, , as part of their LOCAL program. In 2017, West Elm expanded to add the Floyd Bed to their online catalogue, too. So, it only makes sense that these two brands would come together in perfect harmony now, to offer Floyd's products IRL. As of June 4th, you'll be able to go into three West Elm locations—Santa Monica, Austin, and New York City—to shop your favorites from Floyd, in a shop-in-shop type of experience.
"Each shop-in-shop experience will feel distinctly Floyd—modern, minimalist, inspiring, but most importantly, like home," Floyd co-founder Kyle Hoff tells CQ. "We've worked with West Elm to design the space to be experienced like a Floyd apartment, our products paired with great pieces from West Elm so customers can come in and shop the entire space."
It's a bit of an experiment for Floyd, but it's one the brand is looking forward to. "As a digitally native brand, we're excited to experiment with a new form of retail and offer our customers an opportunity to shop the whole home alongside great West Elm products."
If you're wondering whether or not your local West Elm store will launch a Floyd shop-in-shop soon, you might have to wait a bit. Hoff notes that the brand intends to launch in these three core market stores for now and take the time to learn from them. "Like our products, we like to be methodical about our launches," he explains.
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