The luxury furniture manufacturer Herman Miller has continued its online influence but also chosen to expand by creating a Brick and Mortar space in Manhattan.
The CMO of the brand was quoted by Forbes as saying "We understand that physical retail is an ideal touchpoint for engaging with consumers and critical to Herman Miller’s strategy of being recognized as a premium lifestyle company." The new brick and mortar space is an inevitable extension to the company's brand, despite the fact that physical retail spaces are being challenged by e-commerce websites like never before.
By expanding into the brick and mortar sphere, Herman Miller is able to engage new customers and provide an experience that would not be possible online.
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